Conversion Centered Design

5 Big Principles of Conversion Centered Design

“Conversion” is one of the hottest words on the web right now. Every web page you create is now a piece of “accountable content.” Its purpose, impact, and success can be measured, and if it’s not playing a part in successfully converting visitors into customers, it hasn’t been designed correctly. By combining a few simple design principles and some psychology, here is how you can design web experiences that both delight and convert: you can completely shift your focus to design web experiences that both delight and convert. We’ll call this Conversion Centered Design (CCD for short). Here are 5 big principles to incorporate for maximum conversion centered design.

1. Encapsulation
Wrapping things is a smart practice. It works for your head in cold temperatures, baked potatoes in hot ones, and makes Christmas more fun. Take the most important thing on your page (your conversion goal) and wrap it in something to demonstrate that it’s worthy of your visitor’s attention.

2. Contrast
So many marketers talk about button colors. This is a mistake. It’s contrast that counts. If you have a primarily green-hued page, a red button will jump out at your visitors. Don’t be concerned that it looks angry; your potential customers aren’t bulls.

3. Direction Cues
In some cultures, it’s considered rude to point. Not in conversion land. When someone arrives on your landing page, your design should point them toward the goal you want them to reach. Use arrows and triangulation to create focal points. With photography, use line of sight to direct attention to your Call To Action (CTA).

4. White Space
This one’s simple. Don’t cram things together. Lack of white space is offensive design. By letting people’s eyes breathe, you create a more delightful experience, which will give you a few extra precious seconds to communicate your campaign message.

5. Urgency and Scarcity
This is the first psychology-based principle. Creating urgency or scarcity is primarily a written exercise, but it’s up to you to present the information using good design. Proximity to the conversion goal of the landing page is key when it comes to signalling scarcity. By ensuring your visitor understands that they have a deadline, you can make that click a little more likely. Expedia does a great job here by using encapsulation to highlight the scarcity statement (“Only 3 tickets left at this price!”) in the image below.

To find out what you need to do on your platforms for optimal conversion, reach out to us here at HessConnect  for a free marketing assessment.