This document discusses the importance of visual design, content, and form elements in driving online actions and engagement. It provides several examples of how small changes to these elements, such as adding images, changing button text or colors, or removing certain elements, significantly impacted user behaviors like clicks, registrations, purchases and referrals. While there is no single formula, the document argues that paying attention to these three concepts and testing minor variations can have large effects on key metrics and business outcomes.

1.
Design that

2. boo.com

3. boo.hoo

9.
Superfluous design
Unrelated content

10.
$188 Million
in 6 Months

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

15.
Since 1998, 150 Start-ups
Over $1 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. 3
Visual design
Content
Form elements

32.
Form elements
finalize actions

33.
Form elements
finalize actions

34.
Form elements
finalize actions

37. Why is this stuff important?

38. Visits mean nothing without
engagement

39. Details Matter
Small gaps in thinking can be costly

40.
Design is your competitive advantage

41.
Let’s run through
Examples!

42. Visual Design
Content
Form Elements

43.
TinyPic Ad
Website depends solely

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

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

48. Photobucket Accounts
Accounts increase engagement

51. Did the green button improve
registrations?
Red Button Green Button

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

54. Basekit Sign-ups
Increase visits to buy now page
Visual Website Optimizer

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

58. Visits to buy page
increased 25%

60. Visual Design
Content
Form Elements

61. Notable Screenshots
Screenshots uploaded
correspond to engagement

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

65. Verify Clicks on New Post
were 25% higher

67. TinyPic Accounts
Traffic flattened, needed more engagement

70. Did inserting three images
increase engagement?

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

73. BagCheck Referral $$$
Needed to increase revenue

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

77. Referral $$$
increased 50%

79. Visual Design
Content
Form Elements

80. Bling-It Sales
Wanted more revenue

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

84. 100%ish More downloads
and an increase in sales

85. …but that’s not all.

88.
Photobucket Printing
Referral dollars for each print

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

92. Monthly revenue dropped
90%

94.
Trapit Beta Accounts
Customer engagement is important

97. How much did removing the
beta form off the homepage
affect sign-up?

98. Page B increased
Beta signups 350%

100.
Trapit “Traps”
Customer engagement is important

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

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

106. 3
Concepts to Remember

107.
Visual design
Content

109.
Visual design
Content

111.
Visual design
Content

115.
Design that Drives Action
Bryan Zmijewski