Designing for Conversion
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This webinar on conversion centered design covered three quick tips that can immediately improve conversions: ungating content, reducing leaks/links on pages, and doing a congruence test by reading pages out loud. It then discussed what conversion centered design is and how it differs from user centered design by focusing on the landing page. The webinar reviewed the seven principles of conversion centered design: encapsulation, contrast and color, directional cues, white space, urgency and scarcity, try before you buy, and social proof. It provided examples of how to apply each principle and concluded with a demonstration of optimizing a landing page using the conversion centered design framework.
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Designing for Conversion
- 1. Thank you for joining us! We’ll be starting in just a few minutes About the Hosts Designing for Conversion Oli Gardner Unbounce Co-Founder Oli Gardner is our resident landing page expert. Oli's writing on conversion centered design and landing page optimization can be found on the Unbounce conversion blog and he's been featured on top marketing blogs including SEOmoz, Hubspot and Marketing Profs. Ryan Engley Ryan is our Director of Customer Success who along with his team, helps Unbounce customers boost their conversion rates. He is our resident webinar host and consummate office vegan.
- 3. Designing for Conversion Director of Customer Success Ryan Engley Unbounce @ryan_engley Join our chat on Twitter
- 4. Designing for Conversion Co-Founder & Creative Director Oli Gardner Unbounce @oligardner Join our chat on Twitter
- 5. Recording and slides will be emailed this week Designing for Conversion Join our chat on Twitter
- 6. We’ll talk about... Designing for Conversion • 3 actionable conversion design tips you can implement IMMEDIATELY • What is Conversion Centered Design (CCD)? • The 7 principles of CCD • How to apply the 7 principles to your landing pages for higher conversions • Q& A • An awesome demo of Unbounce!
- 9. Build, publish & A/B test landing pages without I.T. Increase the ROI of your marketing campaigns
- 10. 3 Quick Tips You Can Implement IMMEDIATELY
- 11. #1 - Ungate Your Content Use previews to encourage downloads Designing for Conversion
- 12. #2 - Reduce Your Leaks Count and remove the links on your page Designing for Conversion
- 13. #3 - The Congruence Test Aligning page elements by reading out loud Designing for Conversion
- 14. What is Conversion Centered Design?
- 15. User Centered Design (UCD) vs. Conversion Centered Design (CCD) Designing for Conversion
- 16. Landing Pages The Heart of CCD Designing for Conversion
- 17. Homepage vs. Landing Page Designing for Conversion 28 Links (Leaks) 1 Link (The CTA)
- 18. Designing for Conversion The Jam Case Study 6 options24 options
- 19. Designing for Conversion The Result? 30% purchased jam3% purchased jam
- 20. Designing for Conversion The Demo Choice Experiment 4 Choices 3 Choices
- 21. Designing for Conversion The Result? 4 Choices 3 Choices Conversion Lift of 78%
- 23. Designing for Conversion IN SUMMARY For an optimized conversion experience Less is more
- 24. The 7 Principles of Conversion Centered Design
- 25. The 7 Principles of CCD Designing for Conversion DESIGN 1. Encapsulation 2. Contrast & Color 3. Directional Cues 4. White Space PSYCHOLOGY 5. Urgency & Scarcity 6. Try before you buy 7. Social proof
- 26. 1. Encapsulation Designing for Conversion
- 27. 2. Contrast & Color Designing for Conversion
- 28. 3. Directional Cues Designing for Conversion
- 29. 3. Directional Cues - The Power of the Eye Designing for Conversion Place your CTA here • We are trained to follow the gaze of others • Use the gaze of your subject to drive attention to your CTA
- 31. 4. White Space Designing for Conversion
- 32. No Whitespace Designing for Conversion A Nicely Spaced Design
- 33. 5. Urgency & Scarcity Designing for Conversion Limited time offer. Limited quantities left.
- 34. 5. Urgency & Scarcity Designing for Conversion Limited time offers. Limited quantities left. EXPEDIA Only 3 tickets left at this price Much less likely to wander off and check out the competition
- 35. 5. Urgency & Scarcity Designing for Conversion Limited time offers. Limited quantities left. AMAZON Order-by date to guarantee delivery date
- 36. 5. Urgency & Scarcity Designing for Conversion Limited time offers. Limited quantities left. TICKETMASTER 4 minutes to complete the ticket purchase transaction
- 37. 6. Try Before You Buy Designing for Conversion Let your prospects EAT A GRAPE
- 38. 6. Try Before You Buy Designing for Conversion Let your prospects EAT A GRAPE - using previews PREVIEW METHODS • PDF snapshot • SlideShare presentation AMAZON Look inside
- 39. 7. Social Proof Designing for Conversion The psychology of “Me Too!” What is it? Herd Mentality • If they like it, you will too (Amazon recommended books) • The bigger the crowd, the bigger the crows gets... Humans exhibit a herd mentality just like sheep
- 40. Social Proof Designing for Conversion The Staring Upward Study of 1969
- 41. The Staring Upward Study Designing for Conversion 1 Person vs. 5 People
- 42. The Results Designing for Conversion 1 Person 20% stopped to look 5 People 80% stopped to look vs.
- 43. Quality by Association Designing for Conversion Would you eat here? Here the quality is assumed by association with the number of customers
- 44. Social Interaction Transparency Designing for Conversion Show how others are interacting with your brand to encourage people to join in Standard online trust indicators • Testimonials (quotes, tweets) • Press mention logos • Customer logos • Privacy statements/policies Numerical social proof • Number of event attendees (webinar, conference) • Number of downloads (ebook, software) • Customer count (online SaaS business) • Number of social shares
- 45. Applying The 7 Principles to Your Landing Page
- 46. Without CCD Principles Applied Designing for Conversion
- 49. Color & Contrast Designing for Conversion
- 50. Directional Cues Designing for Conversion
- 52. Try Before You Buy Designing for Conversion
- 53. Social Proof Designing for Conversion
- 54. The Final CCD’d Landing Page Designing for Conversion 1.Encapsulation 2.Color & Contrast 3.Directional Cues 4.Whitespace 5.Urgency 6.Try Before You Buy (preview) 7.Social Proof
- 55. Q&A
- 56. Get 50% Off Your First 3 Months try.unbounce.com/ccd