designing for conversion

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About the Hosts

Designing for Conversion

Oli GardnerUnbounce 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 EngleyRyan 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.

Designing for Conversion

Director of Customer Success

Ryan Engley

Unbounce

@ryan_engley

Join our chat on Twitter

Designing for Conversion

Co-Founder & Creative Director

Oli Gardner

Unbounce

@oligardner

Join our chat on Twitter

Recording and slides will be emailed this week

Designing for Conversion

Join our chat on Twitter

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!

About Unbounce

Build, publish & A/B test landing pages without I.T.Increase the ROI of your marketing campaigns

3 Quick Tips You Can Implement IMMEDIATELY

#1 - Ungate Your ContentUse previews to encourage downloads

Designing for Conversion

#2 - Reduce Your LeaksCount and remove the links on your page

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#3 - The Congruence TestAligning page elements by reading out loud

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What is Conversion Centered Design?

User Centered Design (UCD)vs.

Conversion Centered Design (CCD)

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Landing PagesThe Heart of CCD

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Homepage vs. Landing Page

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28 Links (Leaks) 1 Link (The CTA)

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The Jam Case Study

6 options24 options

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The Result?

30% purchased jam3% purchased jam

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The Demo Choice Experiment

4 Choices 3 Choices

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The Result?

4 Choices 3 ChoicesConversion Lift of 78%

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IN SUMMARYFor an optimized conversion experience

Less is more

The 7 Principles ofConversion Centered Design

The 7 Principles of CCD

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DESIGN1. Encapsulation2. Contrast & Color3. Directional Cues4. White Space

PSYCHOLOGY5. Urgency & Scarcity6. Try before you buy7. Social proof

1. Encapsulation

Designing for Conversion

2. Contrast & Color

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3. Directional Cues

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3. Directional Cues -The Power of the Eye

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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

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4. White Space

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No Whitespace

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A Nicely Spaced Design

5. Urgency & Scarcity

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Limited time offer. Limited quantities left.

5. Urgency & Scarcity

Designing for Conversion

Limited time offers. Limited quantities left.

EXPEDIAOnly 3 tickets left at this priceMuch less likely to wander off and check out the competition

5. Urgency & Scarcity

Designing for Conversion

Limited time offers. Limited quantities left.

AMAZONOrder-by date to guarantee delivery date

5. Urgency & Scarcity

Designing for Conversion

Limited time offers. Limited quantities left.

TICKETMASTER4 minutes to complete the ticket purchase transaction

6. Try Before You Buy

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Let your prospects EAT A GRAPE

6. Try Before You Buy

Designing for Conversion

Let your prospects EAT A GRAPE - using previews

PREVIEW METHODS• PDF snapshot• SlideShare presentation

AMAZONLook inside

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

Social Proof

Designing for Conversion

The Staring Upward Study of 1969

The Staring Upward Study

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1 Person

vs.

5 People

The Results

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1 Person20% stopped to look

5 People80% stopped to look

vs.

Quality by Association

Designing for Conversion

Would you eat here? Here the quality is assumed by association with the number of customers

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

Applying The 7 Principles to Your Landing Page

Without CCD Principles Applied

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Encapsulation

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Whitespace

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Color & Contrast

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Directional Cues

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Urgency

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Try Before You Buy

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Social Proof

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The Final CCD’dLanding Page

Designing for Conversion

1.Encapsulation2.Color & Contrast3.Directional Cues4.Whitespace5.Urgency6.Try Before You Buy (preview)7.Social Proof

Q&A

Get 50% Off Your First 3 Monthstry.unbounce.com/ccd