Most websites are tools to generate revenue. Whether that is by selling your products online, generating leads or acting as a confirmation of your credentials, we can safely say that having an online presence should contribute to the bottom line of your business.

However most websites are unoptimised, or lack investment, in a number of key areas:

  • Performance
  • Responsive web design
  • User Experience
  • Usability
  • User Testing
  • Accessibility
  • Conversion Rate Optimisation (CRO)


Performance can help improve revenue by reducing the amount of time it takes a user to perform a task. There are a number of case studies, which Derek has referenced in his Modern web design blog post, which point to a strong correlation between performance and usage/revenue.

  • Google changed from 10 results per page to 30 which led a 20% drop in traffic caused by the extra 0.5 second load time
  • Amazon ran a speed test and saw a 1% drop in revenue for every 100 milliseconds lost
  • 40% of ecommerce site users abandoned their shopping if pages take more than 3 seconds to load

The figures show that performance is a vastly important component of effective web design, and that’s without getting into the fact that Google rank fast sites higher in their search results.

Responsive Web Design

At The Tomorrow Lab we build semantic, accessible, responsive, mobile friendly web experiences for our clients and their users, unless there’s a very clear case against, as not doing responsive web design would be doing our clients a disservice.

Having a website that responds depending on your device and screen size provides the best possible user experience, and correlates greatly to revenue in a world where mobile usage is dramatically increasing. We have achieved a number of excellent results with responsive sites we’ve launched:

  • Lunn’s Jewellers have saw a 137% increase in revenue
  • Robinson’s Shoes have 31% of revenue driven from mobile and tablet devices

User Experience (UX)

User Experience can be defined as a person’s perceptions and responses that result from the use or anticipated use of a product, system or service. We design for a positive user experience by focusing on the user’s needs.

As a result of a positive experience the user is much more likely to engage with us in the form of contacting us, purchasing our products or services or simply spreading our outreach.


It’s imperative to ensure the interface is as easy and efficient to use as possible. We should try to reduce any potential errors, using techniques such as in-line validation and helpful labelling, as otherwise it will become a frustrating experience. Lots of different factors influence the usability of a website and you can get a clear picture of what works and doesn’t work by employing user testing.

A usable website, and one that people actually want to use, will see an increase the number of customers and sales leads or purchases.

User Testing

User testing allows a website’s layout, typography, information architecture, calls-to-action and much more to be thoroughly experimented and tested before putting the finished product into widespread use.

The information received from testing is sometimes surprising and counterintuitive, but always invaluable. It helps to provide a more effective design that correlates to a more successful website.


It is a legal, and moral, responsibility to ensure that your website is accessible to everyone. It also makes sense from a business sense as there’s a host of potential users and customers that you’re not catering for.

Did you know that colour blindness, or colour deficiency, affects approximately 1 in 12 men (8%) and 1 in 200 women in the world. In the UK this means approximately 4.5% of the entire population are affected.

We shouldn’t only focus on people with visual impairments however, as we must also ensure other cases are catered for such as people who cannot or do not wish to use a mouse can use their keyboard solely instead to navigate websites.

Conversion Rate Optimisation (CRO)

CRO is the process of how to improve a website to increase conversions. There are a number of interrelated tasks that contribute to the end goal of a more effective website.

Analysis & Insights

Track users behaviour to understand how the site is being used.


Assess the findings and devise the best procedure for testing.

Design & Testing

Create the web page variations for the experiment to test.


Constantly review each experiment to measure effectiveness.

CRO is a smart investment, especially for online retailers, because shopping cart abandonment rate was calculated at 67.91% by an average of 27 large studies. Over two-thirds of people who put goods into a shopping cart will leave, never to return and pay.

We should see this as an amazing opportunity to improve and increase conversion rates, and a result our revenue.


There’s vast range of factors that can contribute to good, and effective, web design. And it’s important to perform them all well in order to achieve the best possible outcome.

If you need any further detail on these areas of web design or to find out how The Tomorrow Lab can help your business get in touch with us.