SlideShare a Scribd company logo
You need to convert visitors to buyers
No matter if you want your visitors to sign up for your newsletter, download a
PDF or to buy a product.
So I let introduce you to some marketing techniques you can use when you
are designing your website.
Prevent Choice Paralysis
Prevent Choice Paralysis
• Don’t give your audience too many choices to choose between. To give a
choice is great. But don’t overuse it. You will confuse the buyer. If you
confuse the buyer they might just leave you right away.
• Make it easy to be a visitor on your site. If you want your visitors to sign up
for a newsletter be sure you have a visible call to action.
• If you are writing about a product tell which one of the choices you like
the most. With your design you can make your suggestion product picture
bigger than the other ones. Make it with another background picture.
• There is no doubt that SEOmoz wants you to buy the PRO version of its
program right. They are telling you want to do. Just by using different
colors. And you only get 3 choices.
Subliminal Suggestion
Subliminal Suggestion
• This was a big hit in marketing a few years back. But you can still use some
of the elements. Newer research shows that it really didn’t help that much
anyway and most of the sneak messages were eliminated.
• A very famous example that everybody is still talking about is about a
hidden ad picture in a movie, and suddenly everybody in the cinema
wanted to buy that product. Well this wasn’t true I have heard.
• The advertising industry is still using some subliminal messaging, and you
can use it for your website design too. Today, you can meet subliminal
messaging for personal development, when trying to stop smoking and a
lot of weight loss aids. You can still buy theses CDs and DVDs
commercially.
Subliminal Suggestion
• When you are choosing your pictures for your website, you must think
about what kind of messages the pictures are sending. Choose pictures
that embody your message or feeling. Don’t just use the first picture you
find – think carefully about your use of pictures. No stock photos (please).
• You get 2 different feelings with the bikes on the other slide right. One
picture is selling adventure the other picture is just selling a bike.
• What kind of messages do you want to send to your visitors?
Aesthetic-Usability
Aesthetic-Usability
• Out in the real world (yes you can still sell products in the real world I am
told) you can see and touch the products. Sometimes you can smell it too.
In fact I am sitting right now eating strawberries – I can taste them, smell
them (I tell you they are awesome). But how do you want to sell
strawberries on the internet.
• Well show your product. We can’t make smell so we will have to show the
product. Maybe make a video. What about a 360 degree photo.
• A lot of companies selling software forget to show the product or the
screen dumps. Show it – show lots of pictures.
Aesthetic-Usability
• Often people are making their judgments based on how the product looks
like. Appearance is important – it’s an indicator of a product’s usability.
This is also known as the aesthetic-usability effect.
• The product on the other slide is Rank Tracker. But the company has
shown it in a kind of physical box. A great way to show a virtual product
right?
Design and let People Try It
Design and let People Try It
• It is becoming more and more popular to let people try the product.
Maybe try it for free 30 days or a limited version of the product. People
will get used to the product and after the trial period they just need to
have it right? If you want the full version you will have to buy it.
• This is really a great way for software products to sell.
• I know – this is not a design element. But you can still get a lot of
conversions. And get your sale.
• Aweber which is a newsletter software (I use this software – awesome)
has a sign up for just 1 dollars and the first month free. Then you will get
your first sign ups with this program – so why change after 1 month?
Design by the Gutenberg Rule
Design by the Gutenberg Rule
• I love this rule. The Gutenberg rule. Johannes Gutenberg was a German
blacksmith, printer, publisher who introduced printing in Europe. His
invention of mechanical movable type printing started the Printing
Revolution (Wikipedia). If you haven’t heard of him – go and check him
out.
• The theory is that a reader uses his mental path when he is viewing a
design. This is called reading gravity. Here in the western world we read
from left to right and top to bottom. So with this knowledge we can make
the Gutenberg diagram.
Design by the Gutenberg Rule
• So we read a page or design from “Primary Optical Focus” and end up in
the “Terminal Area”. This is why it’s good to have a call to action in the
bottom right instead of the bottom left. Let me show you an example
here.
• Market Samurai (great program about finding the right keywords) have a
free trial for download.
• Remember now we are talking about elements. Of course you can use
colors and pictures to control your readers’ eyes too.

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Design 2 Sell - 5 Tips for your Webdesign

  • 1.
  • 2. You need to convert visitors to buyers No matter if you want your visitors to sign up for your newsletter, download a PDF or to buy a product. So I let introduce you to some marketing techniques you can use when you are designing your website.
  • 3.
  • 5. Prevent Choice Paralysis • Don’t give your audience too many choices to choose between. To give a choice is great. But don’t overuse it. You will confuse the buyer. If you confuse the buyer they might just leave you right away. • Make it easy to be a visitor on your site. If you want your visitors to sign up for a newsletter be sure you have a visible call to action. • If you are writing about a product tell which one of the choices you like the most. With your design you can make your suggestion product picture bigger than the other ones. Make it with another background picture. • There is no doubt that SEOmoz wants you to buy the PRO version of its program right. They are telling you want to do. Just by using different colors. And you only get 3 choices.
  • 6.
  • 8. Subliminal Suggestion • This was a big hit in marketing a few years back. But you can still use some of the elements. Newer research shows that it really didn’t help that much anyway and most of the sneak messages were eliminated. • A very famous example that everybody is still talking about is about a hidden ad picture in a movie, and suddenly everybody in the cinema wanted to buy that product. Well this wasn’t true I have heard. • The advertising industry is still using some subliminal messaging, and you can use it for your website design too. Today, you can meet subliminal messaging for personal development, when trying to stop smoking and a lot of weight loss aids. You can still buy theses CDs and DVDs commercially.
  • 9. Subliminal Suggestion • When you are choosing your pictures for your website, you must think about what kind of messages the pictures are sending. Choose pictures that embody your message or feeling. Don’t just use the first picture you find – think carefully about your use of pictures. No stock photos (please). • You get 2 different feelings with the bikes on the other slide right. One picture is selling adventure the other picture is just selling a bike. • What kind of messages do you want to send to your visitors?
  • 10.
  • 12. Aesthetic-Usability • Out in the real world (yes you can still sell products in the real world I am told) you can see and touch the products. Sometimes you can smell it too. In fact I am sitting right now eating strawberries – I can taste them, smell them (I tell you they are awesome). But how do you want to sell strawberries on the internet. • Well show your product. We can’t make smell so we will have to show the product. Maybe make a video. What about a 360 degree photo. • A lot of companies selling software forget to show the product or the screen dumps. Show it – show lots of pictures.
  • 13. Aesthetic-Usability • Often people are making their judgments based on how the product looks like. Appearance is important – it’s an indicator of a product’s usability. This is also known as the aesthetic-usability effect. • The product on the other slide is Rank Tracker. But the company has shown it in a kind of physical box. A great way to show a virtual product right?
  • 14.
  • 15. Design and let People Try It
  • 16. Design and let People Try It • It is becoming more and more popular to let people try the product. Maybe try it for free 30 days or a limited version of the product. People will get used to the product and after the trial period they just need to have it right? If you want the full version you will have to buy it. • This is really a great way for software products to sell. • I know – this is not a design element. But you can still get a lot of conversions. And get your sale. • Aweber which is a newsletter software (I use this software – awesome) has a sign up for just 1 dollars and the first month free. Then you will get your first sign ups with this program – so why change after 1 month?
  • 17.
  • 18. Design by the Gutenberg Rule
  • 19. Design by the Gutenberg Rule • I love this rule. The Gutenberg rule. Johannes Gutenberg was a German blacksmith, printer, publisher who introduced printing in Europe. His invention of mechanical movable type printing started the Printing Revolution (Wikipedia). If you haven’t heard of him – go and check him out. • The theory is that a reader uses his mental path when he is viewing a design. This is called reading gravity. Here in the western world we read from left to right and top to bottom. So with this knowledge we can make the Gutenberg diagram.
  • 20. Design by the Gutenberg Rule • So we read a page or design from “Primary Optical Focus” and end up in the “Terminal Area”. This is why it’s good to have a call to action in the bottom right instead of the bottom left. Let me show you an example here. • Market Samurai (great program about finding the right keywords) have a free trial for download. • Remember now we are talking about elements. Of course you can use colors and pictures to control your readers’ eyes too.