Designers to Act the Role of a Marketer too – Here is why

access_time October 8, 2019
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As in any high  tech industry, the World Wide Web is undergoing frequent changes and web designers need to move with the fast changing technological changes to stay competitive. The market presently is saturated with large and small players, all vying for the same project with the customer expectations on results and ROI having also risen sharply. Web designers now need to act the role of product marketers with clear knowledge of user expectations to become successful. Web design is becoming less and less about designing the layout and style of pages only, but more and more about providing better user experiences on different devices and platforms. Why Designer Should Also be a Marketer In the initial days of web designing, all that the designers cared about was website page, their layout, readability etc with little thought of coding or providing a pleasant user experience etc. However, with continuous technological advancements, designers could no more remain content as passive designers, but had to learn coding also to remain competitive. This new skill set learning was a blessing for designers as they obtained new skills that allowed them to be more productive and helped acquire more customers and increase profits. Need for Delivering User Centered Designs A similar situation is now unfolding in that, the focus has shifted to providing an excellent user experience. The user is the king and the best designs today are the ones that offer maximum user experience. Design layout, readability etc though still important are considered secondary now; it is more about user experience and web pages are just but one of the elements associated with this. For designers what is needed now is learning about the latest user expectations and designing pages that will make each page a smart landing page that should draw customers to the conversion funnel. From offering a pleasant user interface, to a well-structured navigation, users should be provided with a responsive design that will help them view content from multiple devices and offer a pleasant user experience. Integrating Marketing Principles in to Web Designs To be a successful web designer in the present day world then, you need to master a few basics in the areas of user experience, behavioral psychology and analytics. In the areas of people- behavior and user – experience, knowledge of how people behave and what the current user preferences are would definitely help improve design abilities. You obviously cannot design and market a product without understanding how people behave in a given situation. Viewing Analytical Reports You also need to learn a bit of analytics as the gains of digital marketing can only be analyzed by viewing the analytical reports. How a certain page performs can only be assessed by viewing the analytical reports. Learning Conversion Optimization Conversion optimization is a way to increase the percentage of visitors to a website and convert these users in to customers. Mastering the techniques to make such visitors convert stead of allowing them to bounce off will greatly raise his stakes and bring value to his firm. Content Writing Knowledge Though a web designer is not expected to be a copywriter, knowledge of how to create useful and relevant product content that will interest buyers will definitely help create designs that closely match the content. In our present day world, every designer worth his salt needs to learn the basics of marketing and this knowledge will help him design sites that are specifically aimed to offer a pleasant user experience, resulting in increased number of customers and greater revenues.

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