1. Designing for Growth
Optimising UI / UX for conversions and leads

2. Hayden Bleasel
Head of Product at Spaceship
meetup.com/Sydney-Designers-Meetup/

3. Good designers focus less on UI / UX
and more on consumer psychology

4. 1. Landing Pages
2. Signup Forms
3. Capturing Leads
4. Pricing Pages
5. Call to Action
6. Navigation
7. Push Notifications

5. Landing Pages
• InstaPages, Webflow, etc.
• https://land-book.com/
• Checklist (CONVERTS):
• Call to Actions
• Offer
• Narrow Focus
• Vital Attributes
• Effective Headline
• Responsive
• Tailored
• Social Proof

6. Signup Forms
• Which one converts better?
• Less is more — remove friction
• Optional is really required
• Generate leads, not customers
• Emails — what can you remember?
• Convey your value proposition
• What happens next?
• Obviously… make it beautiful

7. Capturing Leads
• Multi-step over single-step
• Simplify each component
• Sunk cost fallacy
• Investment psychology
• Progressive updates
• Conditional logic
• Exclusivity? Scarcity?
• Follow up through email
• Smart defaults
• Use the DOM wisely

8. Pricing Pages
• https://dribbble.com/search
• https://uigarage.net/
• http://www.pricingpages.xyz/
• Price anchoring, scarcity
• Focus on benefits
• Order from cheap -> expensive
• Add recommended plan
• “The Obvious Choice”
• FAQ, Live Chat as “benefits”

9. Call to Action
• Primarily above the fold
• Halfway down
• Sticky (on the navbar)
• Just above the footer
• Powerful and descriptive
• Complimentary subheading
• Benefit statements
• AIDA
• Complexity vs. Placement

10. Navigation
• Easy navigation to action pages
• Mega dropdown menus
• Indentation for hierarchy
• Multiple font-sizes
• Optimise order of items
• Highly standardised style
• Be concise on higher levels
• No more than one dropdown

11. Bonus: Push Notifications
• Previously reserved for mobile
• Incredible method of engagement
• Follow up leads, encourage reuse
• Native notifications
• OneSignal, Roost, PushCrew