The 7 Principles of Conversion Centered Design
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7 PROVEN DESIGN PATTERNS YOU CAN USE TO INCREASE CONVERSIONS CCD is ...
7 PROVEN DESIGN PATTERNS YOU CAN USE TO INCREASE CONVERSIONS CCD is
How is it diﬀerent to User Centered Design?
User Centered Design is.
CCD Principle #1 ATTENTION RATIO
Homepage ` Landing page 57:1 1:1 Homepage vs. Landing Page
AS ATTENTION RATIO GOES DOWN, CONVERSION RATES GO UP
Why use landing pages?
Email marketing To all of the above
QR code destinations
“Every marketing campaign needs a dedicated landing page”!
CCD Principle #2 CONVERSION COUPLING
Conversion Coupling is comprised of one or more of: 1. Message Match 2. Design Match
Matching the copy of your ad to the headline of your landing page. Easy right?
Your homepage is brand central station
Quality Score goes up!
Matching the design of your display ad to ‘aspects’ of the design on your landing page. This is even easier. Design Match
A Facebook Ad
The destination landing page
That’s great design match
CCD Principle #3 CONTEXTUAL DESIGN
Contextual Design In Action What’s the experience on this page?
Contextual Design Research Question: What do you think of our templates?
The solution: Context of use Show me how I would use this
“High-converting landing pages create a conversation based on context”!
*I get it wrong too. Super generic headline
Disrespecting the click Losing interest as soon as you get the click. Abandoning your visitors. LAME.
Let’s try that again
The click source The Smart Marketers Landing Page Conversion Course
Great conversation momentum
Contextual Design Takeaways
Let’s talk CCD analytics for a second… Are we getting the right conversions?
Lots of A/B tests ﬂat line. What then?
Sometimes TOP-OF- FUNNEL CONVERSION DATA ISN’T ENOUGH
Homepage long vs. short A/B test
Measure the whole funnel not just the top
Measure their retention not just ﬁrst conversion
CCD Principle #4 CONGRUENT DESIGN
Content Alignment Does your page tell a story?
Incongruence Conversion killing copy Avoid mentioning negative suggestive words Spam
CCD Principle #5 CLARITY
White Space Designing for delight
Too much me Not enough you
Back to the analytics… Are my tests actually winning?
Can you always trust your test results?
“Improving” the clarity of a CTA Homepage call-to-action test >> CTA describes the desire-driven end goal
New CTA increased click-throughs to the pricing page by +80%.
CCD Principle #6 CREDIBILITY
Testimonials: Text vs. Video vs. Video: +25% increase in new trial starts A/B test case study
“Will visitors respond better to a short description of beneﬁts vs. social proof where third party’s are describing those same beneﬁts?”
Clarity vs. Credibility
IT ALL COMES BACK TO CONTEXT !
Pro Credibility Tip Ask people to trust you.
CCD Principle #7 CONVERSION CONTINUANCE
Please sir, I want some more
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The conﬁrmation page
The result 2,500 Webinar registrants 1,100 New blog subscribers (40%)
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