How Our Marketing-Minded Designers & Developers Build Websites That Convert 

It’s not enough for websites to just look good—they need to perform. At WebMechanix, our designers and developers are not only super skilled in what they do, but they’re also marketing-minded, constantly strategizing on how to drive conversions and qualify leads for our clients. Whether it’s boosting sales, generating leads, or increasing user engagement, our team is dedicated to crafting effective pathways that turn visitors into valuable customers.

What ‘marketing-minded’ means

“Marketing minded” is a term we use to reinforce conversion marketing-based thinking across our organization, so design, development, and digital marketing efforts are more completely aligned.

From user path self-selectors and interactive solution showcases to wizards, calculators, multi-step forms, gated resources, and mega menus, our marketing-minded designers and developers specialize in building sophisticated conversion rate optimization (CRO) mechanisms tailored to meet the unique needs of each client. We understand that the journey to conversion is multifaceted, which is why we employ a variety of tools and techniques to capture and nurture leads effectively.

Welcome to the world of WebMechanix, where every mockup and line of code is created with conversion in mind!

Optimize Conversions with Easily Build Pop-ups, Banners, Slide-ins

Let’s jump right in with a simple CRO example.

We’ve developed a WordPress plugin we call WMX Modals that replicates the robust features of [insert expensive pop-up service here], all within the familiar confines of WordPress.

WMX Modals is a native experience that allows us to offer unparalleled flexibility and control, ensuring that our clients have the best possible conversion mechanisms at their disposal to achieve their conversion goals.

WMX modals can present pop-ups or banners like these, or also as slide-ins or other notifiers, all with lots of display options.

WMX Modals enables marketers and clients alike to easily add their favorite conversion mechanisms, like banners, pop-ups, full-screen takeovers, notification/hello bars, or slide-in elements using intuitive-to-edit blocks and styling settings. The content displayed can include any other blocks available on the site– including buttons and even a form.

These elements are great ways to post announcements or to prominently convey timely information about an event or resource; or just capture users’ attention and guide them to a particular point of conversion.

They can be set to appear on all pages, configured to only show on select pages, and/or can be triggered to show after spending a certain amount of time on the page, after scrolling a certain depth, or even dynamically; like when the user moves their mouse towards the edge of the window, suggesting intent to leave the page.

Editing content within WMX Modal pop-ups is flexible and intuitive thanks to WordPress block editing and the blocks we enable within modals.

The best part? WMX Modal impressions, interactions, and conversions can be tracked and analyzed in Google Analytics. We also cookie user engagement to avoid unwanted nagging.

Mastering Form Optimization for Peak Conversion Rates

Forms are the most common and usually the most important points of conversion on websites. Believe it or not, our designers and developers are conscious about form length and layout, error styling, field ordering, etc. – all the tips and tricks that make forms more enticing, easier to submit, and even enjoyable (or at the very least non-frustrating) to interact with.

Too many fields stretched over too-tall of a form container is a common conversion inhibitor. Data shows it’s just more of an immediate turnoff to more users. Without marketers or the client having to ask us to address this, we look for ways to condense the form while still retaining the look and feel.

We’ve even turned such lengthy forms into multi-step funnels by breaking questions into multiple steps. Getting users to start filling out the form is the biggest initial hurdle, so we start with only one question and we make it one that users are more likely to fill out, such as, “What type of assistance do you need?” rather than “What’s your first and last name?” We save those required info-gathering fields for last–after the user’s already invested time filling out other fields. The initial questions should grab the user’s attention and identify or remind the user of the benefit they’re getting by filling out this form. Similarly, form headings and the text on form buttons should reiterate “what’s in it for them”– so, for example, instead of “Submit,” the button should indicate what will happen next, such as “Schedule a call.” Of course, this is all common sense to digital marketers who’ve simply thought twice about the success of forms. But when was the last time you worked with a web developer who also devoted strategy and efforts towards increasing conversion likelihood? Think of how much back and forth time that would save…

A client’s form before we optimized it for conversion:

That same form after we optimized it for conversion:

We added a heading that removes all ambiguity about what will happen when the user submits the form. Now it’s not only clear, but there’s actually an incentive to submit the form.

For our customers on HubSpot – a platform that surprisingly still lacks multi-step form functionality in 2024, we have developed a JavaScript plugin to enable “chaining” of multiple different HubSpot forms together into one multi-step form – including consolidated submission data. This way, we can extend the success we’ve seen with multi-step funnels to our customers on HubSpot.

Gating white papers and other valuable resources behind a lead-gen form is a common technique we employ on websites. The user wants access to a resource, and we want their info to be able to remarket to them–even trade. But let’s be honest: we all get frustrated when we go to read something, only to be blocked by an email-hungry form. We know giving up our email will only lead to more noise in our inbox. So we know the odds are already set against us. But the data doesn’t lie: gated resources is a technique that still works. Some users are enticed enough by the value of the resource to give up their email. So our goal is to make that resource more enticing to the users who hesitate or abandon. No- we do not rewrite your white paper to be more valuable. But we do find ways to improve the form to encourage more engagement and to make the resource’s value even more clear to the user.

Example of a straightforward gated-resource form. We cookie users’ conversions so that future attempts to download resources are not also gated.

Guiding Users with Intuitive Navigation and Personalization

For businesses offering a wide range of services or products, it can be challenging for users to find exactly what they need.

Imagine landing on a website and immediately being presented with an intuitive, user-centric form that asks, “I am a _____ looking to _____.” This simple yet powerful feature allows users to select from drop-down menus to fill in these blanks, tailoring their journey based on their specific needs and interests. Our UX team works with you and your content to define those options based on the most common personas on your website and their journeys towards conversion while on the site.

Zelis’s Solutions Showcase lets the user choose their own path: “I am a _____ looking to _____,” which then filters the list of relevant solutions.

In Zelis’s Solutions Showcase example, various solutions are instantly displayed–customized to the user’s selections. Instead of mapping the user’s entire journey across the site and ways to optimize it, we just let them choose their own adventure!

Ruffalonl.com’s homepage features this “madlib”-style user path self-selector: “I work in _____ and I need help with _____,” which then leads the user to the appropriate service line page.

We even take this to the next level of personalization by saving the user’s selections through cookies or local storage to then display alternate content in various spots across the site based on those saved preferences. Users find what they’re after faster and are more likely to engage on the site when we personalize their experience with more relevant content.

This self-service feature not only benefits users but also provides valuable insights for your business. By analyzing the selections users make, you can gain a deeper understanding of your audience’s needs and preferences. This data can inform your marketing strategies, content creation, and even product development, ensuring you continually meet your audience’s evolving demands.

Unlocking the Potential of Mega Menus for Streamlined Navigation

Mega menus have emerged as a powerful tool to enhance user navigation and improve overall website experience. By presenting a comprehensive and organized overview of a website’s structure, mega menus guide users effortlessly to their desired destinations. This intuitive navigation system not only reduces the time and effort users spend searching for information, but also increases engagement and conversion rates by making it easier for visitors to discover relevant content and offerings.

Mega menus such as this one on Zelis.com introduce prime real estate for content like “Why Zelis?”

Mega menus offer extra real estate to highlight key products, services, and promotions. By strategically placing high-priority items in the menu, you can draw users’ attention to important offerings and encourage them to take action.

The mega menu on firststepbh.com uses their extra real estate to build trust with their customers through relevant testimonials.

Drive User Engagement with Dynamic Wizards and Calculators

User engagement is a critical factor in driving conversions on websites. Two highly effective tools that have been gaining traction for their ability to captivate users and guide them through complex processes are wizards and calculators. These interactive elements not only simplify decision-making, but also create a personalized experience that can significantly boost conversion rates.

Wizards are step-by-step guides designed to help users complete tasks or make decisions by breaking down complex processes into manageable steps. Whether it’s configuring a product, filling out a form, or navigating through a service selection, wizards provide a structured and intuitive pathway. By guiding users through each step, wizards reduce cognitive load and minimize the risk of errors, making the process more enjoyable and less overwhelming. This level of assistance can be particularly beneficial for first-time visitors or those unfamiliar with the intricacies of your offerings, ultimately leading to higher completion rates and conversions.

This wizard on RealManage helps users identify themselves and their needs within the context of RealManage’s service offerings, which primes a sales call with crucial insight.

Calculators empower users by providing instant, personalized results based on their input. From mortgage and loan calculators to ROI and cost savings estimators, these tools offer valuable insights that help users make informed decisions. By allowing users to input their specific data and see real-time calculations, calculators build trust and transparency. This sense of empowerment not only engages users, but also drives them closer to taking action, whether it’s making a purchase, signing up for a service, or requesting a consultation. The immediate feedback provided by calculators can be a decisive factor in converting a hesitant visitor into a committed customer.

Acquia used this ROI calculator frequently internally via an Excel spreadsheet. Now it’s built as a stylized webpage for all to use – not to mention: it qualifies and collects leads, too!

Both wizards and calculators contribute to a more engaging and interactive user experience. They transform static information into dynamic, user-driven interactions that keep visitors engaged and invested in their journey. Moreover, these tools demonstrate a commitment to user-centric design, showing that you value your visitors’ time and are dedicated to helping them achieve their goals. This level of care and attention can significantly enhance brand perception and build trust, which are crucial elements in driving conversions.

Play with our PPC Metrics Calculator, which our own marketers use every day to calculate cost per click and to optimize ad management strategy.

Integrating Marketing-Minded Strategies Into Your Processes

We’re not just a dev agency. We are a conversion based marketing agency privileged enough to have marketing web developers on our team. We believe a website should be more than just a digital brochure—it should be a powerful engine for driving conversions and achieving your business goals. By integrating conversion based marketing-minded strategies into every aspect of our design and development process, we ensure your website not only looks great, but also performs exceptionally well. From intuitive self-selectors and engaging wizards to sophisticated forms and dynamic pop-ups, our team is dedicated to crafting user experiences that captivate and convert.