The Art and Science of Web Design for ROI

Website design is often seen as a realm of creatives, and design decisions often rely on (and stop with) stakeholder preference and reviewing competitors' sites. Often, decisions come down to the HIPPO (highest-income person's personal opinion).

The challenges with this approach are many: stakeholder preferences may not be aligned to user or business value, and competitor sites may not be performing well either, so emulating their approach means there is the risk of inheriting bad decisions. Partly because of this, higher-education websites are often not designed for users and perform below expectation.

In this presentation, we'll talk about how to design websites for maximum ROI, using time-honoured conversion concepts like colour, encapsulation, and directional cues, supplemented by user research, to ensure visual design is strongly aligned to user and business needs. We will also discuss strategies for positively influencing your institution's design process to avoid poor design outcomes. Case studies will be presented throughout to reinforce core concepts.

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