In this talk, we'll dive deep into the psychology of web users and show powerful examples to help illustrate how marketers can think beyond a single landing page and earn powerful bumps in sales through conversion actions. Bryan's experience with dozens of the world's most transformative startups has given him unique insight into how users behave on the web and what drives life cycles of customer success.

1.
Design that
Drives Action

2. boo.com

3. boo.hoo

9. Superfluous design
Confusing content
Poor use of forms

10. $188 Million
in 6 Months
(died 4 months later)

11.
A single action can be the difference
between millions of dollars
and unhappy customers

12. 3

13. Three concepts that drive action
Visual design
Content
Form elements

14.
@zurb
Jonathan Smiley

15. Since 1998, 150 Start-ups
Over $1.5 Billion in Exits

16. Design for People

17.
design VS Design

18. There isn’t a formula,

19. There isn’t a formula,
but there are patterns.

20. 1 Visual design
Content
Form elements

21. Visual design
provides context

22. Visual design
provides context

23. Visual design
provides context

24. Visual design
provides context

25. 2 Visual design
Content
Form elements

27. Content
guides decisions

28. Content
guides decisions

29. Content
guides decisions

30. Content
guides decisions

31. 3 Visual design
Content
Form elements

33. Form elements
finalize actions

34. Form elements
finalize actions

35. Form elements
finalize actions

38. Why is this stuff important?

39. Visits mean nothing without engagement

40. Details Matter
Small gaps in thinking can be costly

41.
Design is your competitive advantage

42.
Let’s run through
Examples!

43. Visual Design
Content
Form Elements

44. TinyPic Ad
Website depends solely
on ad revenue

46. Did the box change the performance of the ads?

47. Box increased clicked-through.
CPM jumped from less than $2.00
to around $5.00

49. Photobucket Accounts
Accounts increase engagement

52. Did the green button improve registrations?

53. Homepage registrations dropped immediately
from 3.5% to 2.5%, a loss of 7,000 daily registrations.

55. Basekit Sign-ups
Increase visits to buy now page
Provided by Visual Website Optimizer

58. Which version created
more clicks to the buy page?
Original Updated Pricing Page

59. Visits to buy page
increased 25%

61. Visual Design
Content
Form Elements

62. Notable Screenshots
Screenshots uploaded
correspond to engagement

65. Which nav produced more clicks?
New Capture
Nav A Nav B
New Post

66. Clicks on ‘New Post’ were 25% higher

68. TinyPic Accounts
Traffic flattened, needed more engagement

71. Did inserting three images increase
engagement?

72. Sign Up registrations jumped
30% in the first month.

74. BagCheck Referral $$$
Needed to increase revenue

77. Did inserting a light gray discount
change referral dollars?

78. Referral $$$
increased 50%

80. Visual Design
Content
Form Elements

81. Bling-It Sales
Wanted more revenue

84. Was a free trial button on homepage
Good or Bad for sales?

85. 100%ish More downloads and an
increase in sales

86. …but that’s not all.

89. Photobucket Printing
Referral dollars for each print

92. Old Page New Page
Did the new page increase revenue?

93. Monthly revenue dropped 90%

95. Trapit Beta Accounts
Customer engagement is important

98. How much did removing the beta form
from the homepage affect sign-up?

99. Page B increased
Beta signups 350%

101. Trapit “Traps”
Customer engagement is important

104. Trap Form
No Trap Form
Did “traps” increase or decrease by
removing the trap form?

105. Page B increased “traps”
from 2 to 7 per user

107. 3Concepts to Remember

108. Visual design
Content
Form elements

110. Visual design
Content
Form elements

112. Visual design
Content
Form elements

114. @zurb

115.
Thanks!

116. Design that Drives Action
Jonathan Smiley
@zurb