Leveraging Web Design and Digital Marketing for Ultimate Results
Digital Marketing 12 min read
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Home Blog User Experience Design7 Conversion-centered Design Principles to Drive Better Results
Digital Marketing 12 min read
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User Experience Design Web Development
The conversion-centered design principles conceptualized by Unbounce’s Oli Gardner have become textbook basics for developing conversion optimized websites.
If you find yourself struggling with connecting with your website visitors and turning them into paying customers, it may be worth your while to study the basics of conversion-centered design. In essence, these principles address through the power of intelligent designs, the basic factors that lead a customer to convert (or not).
Years of web design and development experience have carved these principles in our DNA, thus helping us develop our own practical approach for applying them in our projects. In this article, we distilled our best tips so you can start applying them to optimizing your websites for better conversions.
Let’s discuss.
Conversion-centered design principles highlight the marrying of design and user interface principles to boost your website sales, or what is simply known as conversion rate optimization.
These optimizations can be done on your entire website, or individual landing pages, sign-up forms, surveys, and other digital touchpoints you’ve built for your audiences, and are critical to leading the visitor to complete your conversion goals.
But apart from those, conversion-centered design principles are ulitmately about improving website engagement and encouraging visitors to keep interacting with your brand’s website. And sticking to just being user-centered, or conversion-centered in design won’t do much to meet that goal.
Now, web developers should keep a mindful balance of both in developing their websites. Here are some specific tips and tricks on how to apply the conversion-centered design website engagement using the conversion-centered design principles.
Any time you build a landing page, you’re up against something else that could potentially distract your target audience. It could be anything from an Instagram update to breaking news alerts on Twitter.
These distractions can lead to you losing your customer before they acccomplish your set goals. It is then the first priority of conversion-centered design to establish focus. By that, any design feature on your landing page should be dedicated to achieving a single campaign target.
Mailchimp’s Home Page, for example, makes excellent use of white space to focus the visitor’s attention to the information presented in the middle of the page. Additionally, calls-to-action are mainly focused on a conversion goal that happens on the site, rather than leading out of it.
Visitors are more likely to get confused or overwhelmed if you give them too many signals, choices or calls-to-action. Sure, promoting your e-book, informing guests about your newsletter, enticing them to join you on Twitter, and selling them your merchandise all at the same time would be fantastic. However, people can only concentrate on one action at a time. On a landing page, the more options you have, the more users will leave.
A landing page based on the conversion-centered principles not only looks fantastic, but it also gently encourages guests to click down and take action. It is hence important to develop a natural flow for your landing page.
Specifically, you must strike a balance between the content to make it not just aesthetically pleasing and intuitiveness of the flow of your page. A good layout will not only help you overcome the fear of working with a blank canvas, but it will also save you a lot of time and effort in the long run.
Landing pages are sometimes referred to as “standalone.” They operate independently of the website, allowing you to experiment with new ideas and iterate more quickly than a web developer. But just because your landing pages can stand on its own doesn’t mean your design has to.
As you begin to build your website, keep in mind the whole world of your brand as well as your audience’s path. Your visitors would be more likely to feel like they’ve “landed” in the right place if you keep your landing page aligned with your other properties, such as your website and advertising.
When it comes to landing page design and optimization, the graphics are your chance to demonstrate why visitors should be interested in your offer. Photography, illustrations, and videos can help you interact with your guests on a more personal level and catch intrinsic emotional rewards that copy alone cannot completely convey.
It’s not about picking photos that sound good or go with the page’s color scheme. You want to show incentives so that guests can see what the offer will do for them and how it can help them.
How to apply this principle in your website development:
Peacocks have vivid plumage, tabloid magazines feature controversial statements in big print on their covers, and often people use pictures of fluffy dogs on their Tinder profiles to attract attention.
Colors, fonts, patterns, and shapes are all essential. These are the subtle interface features on your landing page that help you attract attention to specific points of interest. You will use them to draw the visitors’ attention to the most important part of your page: the CTA.
How to apply this principle in your website development:
When a visitor clicks on an ad, they are taking a risk. There are a lot of dubious websites and scam deals on the internet that are practically “too good to be real.” If someone is engaging with your brand for the first time, you must design with confidence. Establish your reputation by assembling social evidence that is not only compelling, but also believable.
Holo, a teeth whitening product sold in the Philippines, makes sure to feature testimonials from their clients – anecdotes that are accompanied by photos that visually depict the benefit they gained – on their website in order to establish their trustworthiness and the effectiveness of their product.
We get so wrapped up in trying to make our landing pages look amazing that we fail to check that they perform well as well. However, any issues visitors have on the page – whether it’s a slight annoyance or a design flaw – could cost you conversions.
This is why you must consider the user experience (UX) and strive to reduce friction whenever possible. Make sure that the concept is both practical and enjoyable for all types of users.
How to apply this principle in your website development:
It’s not easy to optimize websites to guarantee 100% conversions, because each visitor is different and has unique preferences. But with these principles in mind, you’ll be able to create websites that help lead you closer to your conversion goals. Here are a few more takeaways you should remember in applying the conversion-centered design principles for website optimizations:
Do you have more ideas to improve your website engagements with conversion-centered design? We’d love to hear from you! Drop the Propelrr team a line over at our Facebook, Twitter or LinkedIn accounts.
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