designing for conversion
TRANSCRIPT
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What does conversion even mean?
In society we talk about a conversion
experience.
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Who gets converted?
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The desperate:“I hit bottom and then …”
“I was dead broke and my partner had
left me …”
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The disappointed:Clergy: they were susceptible to our message.”
“We change lives.”If that’s your target
audience,
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But.Regular people?
Only with immense effort.
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John Carlton: “Most people live lives of quiet
desperation.”
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“Somewhere there’s a party going on, and I want in.”
Wealth Looks Pain relief Freedom from drudgery Secrets
Of the experts Of the successful That they’re keeping from you
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Still not enough.Until we add the persuaders.
Urgency
Scarcity
FOMO
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Should be easy, right?
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The pitch.
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Sign shops, copy places et al:
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Lies clients tell: “If they see how great we are, the
product will sell itself.”
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Lies we tell ourselves:“Our message was so compelling it
changed their whole approach.”
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How it really works.
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Nobody gives a puppy’s posterior.
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Not about
Our products.
Our company.
Our brand.
Our anything.
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Prospects care about five things.
Their families.
Their money.
Their passions.
Their personal growth.
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Plus ...
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Whatever problem we’re trying to solve RIGHT NOW.
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IF they can see we care about what they care about, THEN we
might have a minute of their time.
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Conversion is part of a process.
Attract
Engage
Convert
Retain
Reward
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Design has a role.
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Here’s what it’s NOT.
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Buy NOWWW!!!
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314.609.7844
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Design tweaks to buttons and form elements.
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Copy is everything!
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So. What IS designing for conversion?
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It depends.On where we are in the process.
What we need to achieve.
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Attract.
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Dog-whistle branding.
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Are you my kind of folks?Do you know your stuff?
Stanford study on health-care sites: design = credibility
Are you going to be around a while?
Are you interested in what I’m interested in?
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Can I trust you?For users over 70: phone number
Physical address
Team pics, bios
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Am I in the right place?Clear navigation
Related products
Labels and instructions
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Engage
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Shoot real people, products, events.
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Make ideas tangible.
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Places & processes, too.
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Type, graphics, grids: Do you care more about me or Dribbble?
https://blog.intercom.io/the-
dribbblisation-of-design/
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Can I:find what I want?
see what to do?
read the damn type? A site is a product, too.
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RetainIt costs at least five times as much to get
a new customer as to keep a current one.
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Is it easy to: Reorder?
Find new stuff (that’s just for me)?
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Am I part of the tribe?How about the inner circle?
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Convert: When design supports copy.
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Three critical components:1. Typography
2. Typography.
3. Typography.
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Graphic tricks that help.
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Buttons: Colors contrast with the rest of the page.
Copy restates benefit.
Sign up for class!
Write better PHP!
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Forms.Field labels big enough to read.
Tall enough to type, with room to spare.
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Plus.More and bigger images than we think.
Big type - 22px is fine for body copy.
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The objective.Get the audience to:
See themselves in the story.
Want the result.
Believe this is the way.
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And join the tribe.