designing for conversion

Thank you for joining us!We’ll be starting in just a few minutes

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.


Director of Customer Success

Ryan Engley

Unbounce

@ryan_engley

Join our chat on Twitter


Co-Founder & Creative Director

Oli Gardner

Unbounce

@oligardner


Recording and slides will be emailed this week



We’ll talk about...


• 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


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


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


What is Conversion Centered Design?

User Centered Design (UCD)vs.

Conversion Centered Design (CCD)


Landing PagesThe Heart of CCD


Homepage vs. Landing Page


28 Links (Leaks) 1 Link (The CTA)


The Jam Case Study

6 options24 options


The Result?

30% purchased jam3% purchased jam


The Demo Choice Experiment

4 Choices 3 Choices


The Result?

4 Choices 3 ChoicesConversion Lift of 78%


IN SUMMARYFor an optimized conversion experience

Less is more

The 7 Principles ofConversion Centered Design

The 7 Principles of CCD


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

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

1. Encapsulation


2. Contrast & Color


3. Directional Cues


3. Directional Cues -The Power of the Eye


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

4. White Space


No Whitespace


A Nicely Spaced Design

5. Urgency & Scarcity


Limited time offer. Limited quantities left.



Limited time offers. Limited quantities left.

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




AMAZONOrder-by date to guarantee delivery date




TICKETMASTER4 minutes to complete the ticket purchase transaction

6. Try Before You Buy


Let your prospects EAT A GRAPE

6. Try Before You Buy


Let your prospects EAT A GRAPE - using previews

PREVIEW METHODS• PDF snapshot• SlideShare presentation

AMAZONLook inside

7. Social Proof


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


The Staring Upward Study of 1969

The Staring Upward Study


1 Person

vs.

5 People

The Results


1 Person20% stopped to look

5 People80% stopped to look

vs.

Quality by Association


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

Social Interaction Transparency


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


Encapsulation


Whitespace


Color & Contrast


Directional Cues


Urgency


Try Before You Buy


Social Proof


The Final CCD’dLanding Page


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

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

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