The Deadly Sins of Web Design

Posted by Renato Cruz Sogueco | Jun 28, 2013 | Articles, Floral Management Feature, Mobile, Social Media, Strategy, Technology, Trends, Websites and SEO | 0 |

Many online retailers can boast 10s of thousands, maybe 100s of thousands of visits to their websites. But the real question is: how many of this visits result in conversion? Conversion is a sale, pure and simple. So if you have a five-percent conversion rate — above industry average, that’s pretty good. But imagine if you double this number? Result? Easy: you double your sales!

However, there are lots of things that impact conversion and many of the variables relate to website design. For this feature, I collaborate with my friend Brandon Kirkland of Epic Flowers outline the “Deadly Sins of Web Design.”

Click here to download the Floral Managment June 2013 Technology Feature

About The Author

Renato Cruz Sogueco

husband, father, writer, technologist, organic farmer, golfer, artist, skier, scout leader, fisherman, patron of the arts, foodie, traveler, great friend, pianist, aquaponics grower, beekeeper, lumberjack, sailor, gadget hound, ballroom dancer, handyman

Introduction

Hello! I’m Renato and serve as Vice President of Digital Strategy and Education at BloomNet, a premier florist services company. My primary role is to serve BloomNet’s member florists by developing customized services and solutions focusing on search engine optimization (SEO), search engine marketing (SEM), social media, content marketing and mobile strategy to help them build web sales and engage customers. I also serve as lead educator for new technology, digital marketing strategy and business, consumer and demographic trends at the Floriology Institute in Jacksonville, FL.

Prior, I served as Chief Information Officer (CIO) for the Society of American Florists (SAF), the floral industry’s trade organization providing marketing, technology and government relations for flower growers, suppliers, wholesalers and retailers.

I regularly evangelize technology and marketing benefits and best practices through a weekly blog at floriologyinstitute.com, a monthly column in Floriology magazine, articles in state and regional floral association publications, presentations at floral industry events, monthly webinars, on social media and chat (yes, on the phone) with BloomNet members to help solve their challenges.

I served as an active volunteer for the American Society of Association Executives (ASAE) where I chaired the ASAE Technology Council, was a founding member of the Young Professionals Committee and continue to be active as a Diversity Executive Leadership Scholar (DELP).