This document discusses how design can improve website conversion rates. It covers the stages of the purchasing decision process, the importance of landing pages, and tools for measuring design effectiveness. Key points that can reduce abandonment and improve conversion include minimizing form fields, clearly displaying prices, offering guarantees, and retargeting past visitors through ads and email. Design should focus on usability, match visitor goals, and guide users through the purchasing funnel to the call to action.

1. Why It Matters: Driving Conversion
With Design
William Cotter
Net Affinity

2. Conversion
Centered
Design

3. Only 3% of Site Visitors will Convert
What You Will Learn Today
Make the Most of Your Visitors’ Attention
Increase Site Conversion Rate
You Only Have 3-5 Seconds to
Grab Visitors’ Attention

4. What We Will Cover
1. What is Design
2. Stages to a Purchasing Decision
3. Importance of Landing Pages
4. Digging Deeper into Conversion Optimisation
5. Design Guide for Conversion
6. Where Visitors Abandon the Conversion Process
7. Tips to Reduce Abandonment for Better Conversion

5. What is Design?
Drawing to Show the Form and Function
“The very first thing that I do whenever I start a new assignment is to
search for the meaning of it.”
Massimo Vignelli, renowned Italian designer
Form
Function
The Look and Feel
It should create an emotional connection with the
audience.
Site Usability
This relates to how a site works, the level of
engagement with users it facilitates

6. Look at it from the
Visitor’s Perspective
Does this site match my needs right now?
Does it fulfil my goals and have what I want?
Can I navigate the site easily?
Can I find the information I want and make a
booking with ease?
Form
Function

7. Designing Creates Challenges
for both Client & Agency
Form
Function
Form should focus on: imagery, branding, copy
& composition. There should be clarity of
direction – client & agency should speak with
one voice.
This should involve: navigation, user flow,
guiding visitor to action devices, dealing with
changing browsers & technologies.

8. Tools to Measure Form & Function
These tools let you use real data to track how different parts of
your design are performing
Make Use of Heat, Confetti & Scroll Maps
e.g. Crazyegg
Visitor Recordings
e.g. Inspectlet, Clicktale
Form
Function

9. Eye Tracking Studies
Here’s What the Experts Say
Put your most valuable content above the fold
The left side of your page is important
People read big, bold headlines
Blocks of information are best
You need a lot of white space
Pictures of people are good
Get rid of banners
Source: QuickSprout

10. The Booking Funnel
Stages in Making a Purchasing Decision

11. Use four different mediums to create
awareness, interest, desire & action
Text, Graphics, Images and Sound – that’s it.

12. Simplicity is Key
Users Don’t Read, They Scan
Users Are Impatient
Users Don’t Make Optimal Choices
Users Follow Their Intuition
Users Want to Have Control

13. Conversion is all About Attention
As Attention Rates Goes Down,
Key Point
Conversion Rates Go Up.
Remove options to encourage visitors to click on the
thing you really want them to.

16. Landing Pages are at the Heart of
Conversion Centered Design:
one page, one purpose
Match Landing Page Headlines and Images with Your Ads for:
Lower Cost per Click
Higher Ad Position
Better ROI
Higher Conversion Rates

17. Home Page vs Landing Page
57 : 1
Source: Moz

18. Strong Landing Page Elements
 Emotive Headline
 Descriptive Subheading
 Concise Copy & Bullets
 Testimonials/Social Proof
 Strong Call to Action
 Prominent Button
 Minimal (zero) Links
 High Quality Imagery
 Trust Sign
Source: Kissmetrics

19. Attention Ratio
Conversion
Coupling
Contextual
Congruence
Clarity
Too many choices results in confusion and abandonment.
Pre-click experience should match the post-click landing page.
Maintain a contextual flow. For example, if discussing a “romantic
getaway,” the landing page should continue that conversation.
Eliminate negative words, like “proximity of nightlife and bars” when
promoting family getaways.
Simple design, use of white space, use imagery to sell.
Credibility Boost consumer confidence with hotel reviews/ratings or testimonials
Source: Kissmetrics & Unbounce

20. When to Use Landing Pages
Paid Search Marketing
Paid Social Marketing
Email Marketing
Remarketing / Display Ads

21. Uncover Your Conversion Stats
Dig Deeper for a Truer Picture
Source: organic, referrer, direct, paid, social
Device: desktop, tablet, mobile
Mobile device: Android v Apple
Location: Europe, the UK, the US
New vs. Returning
There is Demand for Responsive Design to
Improve Users Experience on Multiple Screens.
Key Point

22. Additional Help is at Hand...
Google Analytics Gives You
Insight into Demographics
You can see…
Conversion Rate by Gender
Conversion Rate by Age Profile
…and a lot more!
Look to build customer personas & personalise the
experience. Be the best offer for your key demographic.
Key Point

23. Path to a Better Conversion Rate
Persona Ad
Landing
Page
Better
Conversion
Rate

24. Where Do Guests Abandon?
53% 26% 21%
When shown the When asked for When asked for
total price personal details payment details
Source: SaleCycle.com

25. Improve Conversion by Minimising
Abandonment Conditions
Before Abandonment
Clearly display total price
Booking deposit: clearly state conditions
Reduce number of form fields when requesting personal
details
Confirm total price on payment page and display security
logos
Show images of room and supporting text
Offer price guarantees

26. 75% of first time visitors who abandon do
so with the intent of returning again.
33% 13% 43% 11%
Same Day Next Day Within week After a Week
Source: SaleCycle.com

27. Improve Conversion by Remarketing
After Abandonment
Ad Retargeting through google and affiliate networks
Email Recovery retargeting as part of the booking process
Breakdown of “time-to-purchase” Data
30% purchase in less than 20 minutes
50% purchase in 20 minutes to an hour
60% purchase in 1 to 3 hours
65% purchase in 3 to 12 hours
72% purchase in 12-24 hours
80% purchase in 3-7 days
95% purchase in 1-2 weeks
100% purchase in more than 2 weeks
Source: SeeWhy

28. Summary
 Design – Form and Function
 AIDA - Stages to a Purchasing Decision
 Important Role of Landing Pages
 Dug Deeper into Conversion Optimisation
 Design Guide for Conversion
 Why Visitors Abandon the Conversion Process
 Tips to Reduce Abandonment for Better Conversion

29. Net Affinity is an international award-winning
Technology, Design and Marketing Company who work
exclusively with hotels.
We drive more direct business to your hotel, and
develop client relationships that allow us to consistently
cultivate and develop your business. Your success is our
success!