hubspot and canva how to design graphics that convert

8/17/2019 HubSpot and Canva How to Design Graphics That Convert

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HubSpot + Canva | How to Design Graphics That Convert 2

Inroducion ........................................................................................ 01

Section 1:

Designing Graphics or Email ..................................................... 02

Section 2:Designing Graphics or Landing Pages ..................................... 11

Section 3:

Designing Call-o-Acion Graphics ............................................ 16

Section 4:

Designing Graphics or Social Media & Paid Ads ................. 21

Conclusion .......................................................................................... 30

Table o Conens


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A s markeers we’re consanly reading blog poss, soaking in new ips and ricks, hinking o our

nex campaigns, esing email subjec lines, meeing abou promoing new producs, and alking abou

social media sraegy (o name a ew common asks). Underneah all o his husle and busle, here’s

he underlying noion ha wha we do as inbound markeers is essenially hink o ways o creae

conen, share ha conen, promoe i, and generae leads or our business.

Grea conen isn’ very useul i you’re no promoing i, righ? Bu promoing i means more han jus

sharing a ew poss on Twiter and Facebook. Your social and email sraegy behind promoing conen

should be evolving o adap o consumer’s visual needs. Yes, social media poss wih images are

proven o conver higher han poss wih no images. Bu here’s so much more han an image when

creaing graphics or your markeing promoions. The copy, color, placemen, size, and use o graphics

can really make an impac on conversions when opimized or he desired call-o-acion. And whaabou he res o your promoional conen? Email headers, landing page images, and calls-o-acion

(CTAs)?

The quesion we’d all like answered is: how do you design graphics ha conver when i’s ime o

promoe your conen?

In his ebook, we’ll discuss how o design graphics or social media, landing pages, email markeing,

CTAs, and paid ads ha will increase your conversion raes and allow your conen o perorm beter,

ge more leads, and reach a bigger audience.

Inroducion

https://designschool.canva.com/social-media-marketing-strategy/https://designschool.canva.com/social-media-marketing-strategy/


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A recen sudy conduced by MarkeingSherpa indicaed ha 72% o U.S. aduls preer communicaion

wih companies o happen hrough email, 86% would like o receive promo emails a leas monhly,

and 61% a leas weekly. Markeers: i’s ime o pu our conversion opimizaion has on.

When i comes o email markeing and conversion raes, he radiional subjec line, open rae, and

click-hrough-rae esing come o mind. Along wih CTR, wha else happens when somebody opens

your email? Wha do hey see?

I you’re in charge o designing an email newsleter, promoing a produc or piece o conen in a one-

off email, or inviing people o an even, pay atenion: he graphics in your email play a big par in

convering your audience ino aking acion.

According o Laura Busche, wheher your email is or your personal brand or your job, email has he

power o:

• Connec you wih a large audience requenly and consisenly

• Keep he coss o sharing new inormaion low by culivaing a channel o your own

• Allow you o scale an engaging conen program quickly

• Share compelling calls o acion o seer your audience in a specific direcion

Your email graphics need o ollow hese rules:

1. Be visually appealing (ollow hierarchy and ypography design principles)

2. Be responsive (mobile, able, deskop)

3. Add value

4. Be A/B esable (in copy vs. image)

5. Have a clear CTA

Le’s ge sared!

Section 1:

DesigningGraphics or Email

https://designschool.canva.com/blog/newsletter-design/https://designschool.canva.com/blog/newsletter-design/


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Designing wih

Hierarchy&Typographyin Mind

Hierarchy applies order o your designs, and makes sure he mos imporan elemens are seen firs.This is crucial or email headers as i’s he firs hing people see when hey open your email. Wih an

effecive email header ha looks visually appealing and has a clear call-o-acion, you can increase

your conversion raes in no ime.

When you’re working wih muliple graphic elemens such as ons, images, colors and shapes or icons

– applying hierarchy is a vial skill o ge he message o your design across clearly and succincly.

Once you’re se up and ready o go consider hese five principles o effecive visual hierarchy.

1. Order your ile, subile and body copy by size.


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These elemens are he hree muskeeers o he ypographic pary. From larges o smalles, hese

conen ypes should be read in a naurally progressive order.

Your ile is he firs hing ha your viewer will noice, so make sure i sands ou. This can be done by

making sure i’s dominan in size, and using a srong eye-caching on. The subile should supporyour ile a a relaively smaller ype size.

Body copy is he smalles and should be clear and easy o read. Avoid using elaborae scrip ons or

uppercase ex in his seting as i orces srain on he reader’s eye and makes he overall ex much

harder o read.

Remember o keep he mos imporan objecs he larges. When he size o elemens is increased i

will reflec visual imporance

Increase he size o icons so hey behave as a ‘call o acion’. The more relevan he icon, he beter i

will uncion.

2. Increase he size o icons o reflec heir imporance.


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Color no only evokes eelings bu also creaes a level o disincion beween wha is imporan and

wha is no.

Applying a brigh, bold color o a significan eaure will highligh and draw he eye o i, making i a

ocal componen wihin your design.

In his example, a color picker ool has been used o mach he ex color o he word ‘Sunshine’ wihhe color o he vibran yellow flower in he background image. Noice how his makes i jump off he

page and makes i a dominan eaure o he design.

3. Use color as a visual highligh.

https://chrome.google.com/webstore/detail/eye-dropper/hmdcmlfkchdmnmnmheododdhjedfccka?hl=enhttps://chrome.google.com/webstore/detail/eye-dropper/hmdcmlfkchdmnmnmheododdhjedfccka?hl=en


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Mos ons come in differen syles, or example bold and ialic, which can be especially useul when

creaing hierarchy wihin your designs.

Words ha deserve a special noe, like ‘sale’ or ‘atenion’, are grea o rea wih differen on syles.

4. Mix up your on syles.

Using grids or hierarchy is an excellen way o showcase imagery in order o imporance, or o creae

a visual narraive. You can do his by placing imagery ha is more imporan in he larger placeholderand placing less significan phoos in secondary phoo holders.

Remember o achieve visual consisency by applying he same phoo filer code o all your phoos,

eiher by using our preses or by creaing your own using he advanced sliders.

When i comes o ypography o your email graphics, ollow he concep o “3 Levels o Typography

Hierarchy,” explained in his blog pos by Janie Kliever.

5. Use grids o order your images.

https://designschool.canva.com/blog/typeface-fonts/https://designschool.canva.com/blog/typeface-fonts/


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Enhancing he readabiliy o your emails will no doub increase wha he reader sees as valuable and

imporan o hem, increasing conversions by being clear wha is is hey are geting ou o your email.

Headline

The mos imporan piece o inormaion your reader needs o know abou he email. The header will

enice he reader o coninue reading more abou wha’s inside.

Subheader

This should be less suble han he header. In her pos, Janie believes he subheader helps “organize

your design ino secions or group relaed inormaion ogeher. They shouldn’ sand ou as much

as your level-one ype, bu should clearly direc viewers o he differen pars o he design and help

hem navigae i easily.”

Text

As he mea and poaoes o your graphic, he ex should relay as much inormaion as possible o

provide value o your reader.

Go ino deail abou he ebook you wan hem o download, he produc(s) you wan hem o buy, he

ree rial you wan hem o sar, he even you wan hem o atend, or simply he websie you wan

hem o view.


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Below is a grea email graphic example ha illusraed he hierarchy rules when i comes o

ypography:

What makes this a great graphic?

For one, he bold red header coupled wih “Soho Lof” definiely caches he eye, and he whie space

on he ad makes he large ex sand ou even more. Secondly, he sub-header “Special offer” is only

wo words, so i’s easily readable. The ex ollows, which is essenially a moivaor or he reader o

click and check ou he lof beore he offer ends in “10 days, 23 hours, and 14 minues.”


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Survey Monkey does a grea job o using hierarchy and ypography rules in his email ha is also

beauiully comparmenalized:


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Conrasing rom he previous example, his graphic has much more inormaion and modules on

he page, however i’s sill simply, readable, and has clear calls-o-acion. For one, he header “3 Tips

or Easier Daa Analysis and Reporing” will pique he ineres o people ineresed in making heir

reporing lives easier. There is a simple call-o-acion, “Ge Tips” even beore he res o he graphic

sub-header, which here are wo o. The reader can eiher ake acion firs, or keep reading and decide

which o he wo sub-headers are o more ineres o hem.

This graphic represens a “decision-ree” i you will, an almos flowchar-like readabiliy ha is easy o

consume and undersand where he reader will ge value rom.

Lasly, a grea example o an email markeing graphic is rom Drybar below. (Arrows in designed

ebook poining o differen secions o graphic and how hey draw he eye down o he CTA”


This graphic is a perec example o an email ha uses a bold header ha is designed o draw he eye

down o he subheader, below i eauring a beauiul clean produc image, and hen he ex leading

up o he CTA. (Full image in his blog pos or final design)


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When i comes o designing landing page graphics, hink abou A/B esing elemens o your graphics

such as:

• Produc image vs. Person image

• Produc image: placemen, screenshos, or drawings

• Person images: he direcion heir eyes are poining, male or emale

There’s a heory floaing ou here ha hypohesizes when a person eaured on a landing page graphic

is saring a he produc eaured on he same page, conversion raes increase since he way our eyes

move on websies flows in he direcion o ha produc, hus waning o buy i.

Section 2:

DesigningGraphics or Landing Pages

Using

Peopleon Your

Landing Pages


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In his second example below, he woman acing orward in his landing page graphic caused only 6%

o paricipans in his sudy o look a he produc. When acing owards he acual produc, 84% o

paricipans acually looked a he produc on he landing page.

Image Source

In he example below, he baby on his landing page is acing orward so he reader looks direcly ino

he baby’s eyes firs. However, on he second variaion, he baby is acing owards he landing page

header, which he heamap shows as he area ha ges he mos views.

Image Source

https://vwo.com/blog/design-principles-increase-conversions/http://startupbros.com/website-drives-results-follow-conversioncentric-design/http://startupbros.com/website-drives-results-follow-conversioncentric-design/https://vwo.com/blog/design-principles-increase-conversions/


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There are oher ways ha people can be eaured on landing pages ha don’ necessarily need o be

“looking” a your produc being eaured.

Try esing ou a simply male vs. emale landing page.

In he example below, Highrise, a small business CRM, A/B esed heir websie’s imagery by

eauring wo differen people -- Jocelyn on he lef, and Michael on he righ. They ound Michaelhelped improve conversions by almos 5%.

In his las example, he landing page below eaured a woman looking over he orm o his page,

which ended up decreasing submissions by 24%.

Why? For one, he woman isn’ looking a a graphic or screensho o he produc, or he orm where

HubSpo wans users o look a and fill ou. Ideally, or his women o add value o he landing page,

she’d have o be looking a he heading so he human eye goes here firs, reads he value, and hen

fills ou he orm. Wih her jus saring a us rom he page, she doesn’ add any value o help increase

conversion raes.

https://signalvnoise.com/posts/2991-behind-the-scenes-ab-testing-part-3-finalhttps://signalvnoise.com/posts/2991-behind-the-scenes-ab-testing-part-3-final


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When puting graphics on landing pages, hink abou showing he value o wha’s being offered on he

page. Run A/B ess on screenshos o your produc vs. people using your produc, or creae graphics

like he ew examples below ha show he viewer wha i is hey are geting by submiting heir

inormaion.

http://offers.hubspot.com/event-in-a-boxhttp://offers.hubspot.com/event-in-a-boxhttp://offers.hubspot.com/event-in-a-boxhttp://offers.hubspot.com/event-in-a-box


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For an example o a screensho vs. produc es, HubSpo conduced an A/B es on a page ha

eaured a produc screensho vs. a people image.

The page displaying he produc screensho received 130% more clicks han he page displaying

people. The poin? While markeers may have an assumpion o wha people wan, his is a classic

example o how a es proved anoher opion and saw ha he produc image was convering much

higher.

vs.

130% more clicks!


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When i comes o he acion you wan people o ake on your landing page, hink careully, and es

ofen. The wo elemens o esing CTA graphics are he color and he copy; weaking and esing boh

o which will guaranee your conversion raes o increase.

Color Theory

There’s been a lo o research around his opic, and you should absoluely es he color o your CTA

graphics on all o your landing pages.

When i comes o psychological color associaions and he indusry you work in, check ou his

inographic as a guideline or esing colors. Below is a preview:

Section 3:

DesigningCall-o-AcionGraphics

https://blog.kissmetrics.com/color-psychology/https://blog.kissmetrics.com/color-psychology/


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Use color heories as a general guideline or esing ou CTA graphics, and don’ orge o add copy

when necessary o “close” your viewers ino submiting heir inormaion.

Copy within the CTA

A buton (like he examples in he graphic below), sounds like a simple decision, bu here are a

number o variables ha quickly make he decision eel complicaed. How big should he buton be?

Wha color? Wha should he ex o he buton read? Here are a ew ips o make your butons more

successul.

• Make it clear. In he example below, “Email o a Colleague” was he highes perorming CTA

because he language is he mos clear.

• Convey value. Your CTA should answer he quesion “Wha’s in i or me?” Think abou he op wo

or hree benefis o your offer, and ry o lis hem in order o prioriy. Then pick he mos criical

one and shoren i o jus a ew words. In ha way, you will highligh he key poin o engagemen

and ensure here is alignmen beween your ad and he offer.


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• Make it actionable. “Ge Sared Now” is elling he reader o ake acion immediaely, as opposed

o “Learn more” - which is much less acion-oriened and here is no urgency behind i.

• Test above or below the fold for your audience/industry. Los o people believe ha all o he

imporan conen on your landing page should appear above he old -- supposedly, people won’

scroll o fill ou he orm or find ou more crucial inormaion abou wha lies behind he orm.

Bu he old doesn’ really affec conversion -- KISSmerics ound ha when people are moivaed

o conver on a page, hey do, regardless o where he orm submi buton is. According o ha

aricle, he bigges acor in increasing moivaion is compelling copy, regardless o lengh. So orge

opimizing only or he old -- hrough A/B esing, figure ou how much inormaion people need

o conver.

Image Source

http://blog.hubspot.com/marketing/landing-page-myths-listhttps://blog.kissmetrics.com/why-the-fold-is-a-myth/https://seocompanylosangeles.us/seo-for-mobile-phones/https://seocompanylosangeles.us/seo-for-mobile-phones/https://blog.kissmetrics.com/why-the-fold-is-a-myth/http://blog.hubspot.com/marketing/landing-page-myths-list


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• Create urgency. In he example below, “24 Hour Flash Sale,” “Shop Now,” and “Ends Friday” are

conveying he imporan o urgency o he reader who will be more responsive han a graphic ha

had an endless deadline and no reason or he person o ake acion immediaely as o no “lose

ou.”

• Include numbers. Including numbers affecs he reader by including hem in a communiy o

oher people who are aking ha acion, wheher i be using sofware or downloading an ebook.

HubSpo ran an experimen where hey included he number o downloads on a page and by

including numbers o oher people who have downloaded he conen, he conversion rae

increased 4%.Try incorporaing he number o oher users or people in your graphics ha have

expressed ineres so reader eel par o a communiy.

• Keep it aligned with the landing page. (i.e. “Save My Sea” or a webinar or “Download My Ebook

Now” or an ebook)

• Keep testing!

Read more abou effecive calls o acion here.

http://www.slideshare.net/HubSpot/10-unconventional-proven-databacked-cro-hackshttp://offers.hubspot.com/101-examples-of-effective-calls-to-actionhttp://offers.hubspot.com/101-examples-of-effective-calls-to-actionhttp://www.slideshare.net/HubSpot/10-unconventional-proven-databacked-cro-hacks


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CTA Pro tip: Add “The Closer”

Depending on he conen you’re promoing, when i comes o ebooks and webinars, hink abou

adding a “closer” o your CTA graphic.

Example: For webinars, add in a reminder ha you’ll be recording he webinar and sending ou he on-

demand version wih he slide deck. Give people a “closer” on he page, a simple shor saemen likehe example below ha Unbounce designed:

When i comes o ebooks, Michael Aagaard rom ConenVerve highlighed he ac ha his ebook

was only a 25 minue read. This simple saemen in his CTA graphic resuled in a 19% increase in he

number o downloads.

When A/B esing call o acion graphics and oher markeing visuals se up design emplaes ha will

allow you o reproduce your graphics efficienly. Tess such as differen phoos, call o acion copy and

buton placemen can be implemened quickly and easily using Canva’s drag-and-drop edior.

Image Source

https://twitter.com/ContentVervehttp://unbounce.com/landing-pages/6-things-i-do-when-my-conversion-rates-suck/http://unbounce.com/landing-pages/6-things-i-do-when-my-conversion-rates-suck/https://twitter.com/ContentVerve


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The imporance o including graphics in social media poss are being sressed heavily in markeing

righ now, so i’s imporan o sar creaing and esing graphics ha increase conversions on Twiter,

Facebook, LinkedIn, and oher plaorms ha are successul or your brand.

Choosing images for your social media graphics

Avoid a misake ha mos brands make and say away rom cliched or cheesy sock phoography.

Learn how o use use images like a designer.

On he ollowing page, you’ll see pro ips rom Canva’s Senior Designer, Poppie Pack, on using images

in social media design.

Section 4:

DesigningGraphics or Social Media

& Paid

https://designschool.canva.com/social-media-marketing-strategy/https://designschool.canva.com/social-media-marketing-strategy/


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Busy images will only derac he atenion o your audience and make i harder o communicae your

message.

1. Don’ choose images wih oo much noise.

2. Be specific

when searching

or images.

Use descripive

keywords o ensure

qualiy search resuls.


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Make sure your images are associaed wih he message you are rying o convey

hrough your graphics.

3. Keep your conen relevan.

Use cropping ools wisely and make sure he main elemens o your image are in ocus.

4. Crop wih care.


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Find images wih clear space or you o place your ex insead o having o work around he rame.

5. Copy space is king.

Pro tip: Centralize a selection of high quality images

Images will orm he oundaion o many o your markeing graphics, so save ime by cenralising a

file o phoographs ha are high qualiy and on brand. Using creaive echniques such as hose above

will allow you o reuse several graphics and consisenly creae proessional looking designs.


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SocialMedia

PossHubSpo has a repuaion or creaing conen, and promoing ha conen wildly on social media.

Rarely does he social media eam pos conen on Facebook or Twiter wihou graphics.

Below are a ew examples o A/B es resuls rom ess run on graphics posed o social media (noe:

he same copy was used or hese A/B ess; he only elemen ha was changed was he graphic)

The firs graphic HubSpo posed on Twiter received 33% more clicks han he second image, however

he second image saw 24% more rewees han he firs image.

Anoher example o graphics on social ha HubSpo ran a es on eaures an image o an ebook

versus no image.

The firs graphic had he mos clicks wih a 49% higher CTR han he second graphic. The second

graphic, however, saw a 15% higher amoun o rewees.

vs.

vs.


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Think abou he inormaion you’re displaying in he social graphic, as well. Below are wo Twees ha

HubSpo posed o promoe a webinar. The firs graphic, Image A, had a250% higher CTR han he

second. Image A was 5% cheaper (on a CPC basis) han B.

The difference? “A” shows daa and provides a saisic on how o increase clicks on Twiter, whereas

“B” simply saes when he webinar is and wha i’ll be abou.

You can run similar ess on social using ools likeCanva o easily creae social images and hen run

A/B ess wih HubSpo’s Social Inbox o es copy, graphics, and compare channels such as LinkedIn,

Facebook, and Twiter o see which channels works bes or generaing leads.

250% higher CTR!

Image A

Image B

https://www.canva.com/http://www.hubspot.com/products/social-inboxhttp://www.hubspot.com/products/social-inboxhttps://www.canva.com/


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PaidSocial

When designing graphics or paid adverising on social, ry hese quick ips haTwiter suggess

below.

vs.

Find images wih clear space or you o place your ex insead o having o work around he rame.

Above: Nes eaures heir highes engaging promoed Twee wih a simple image o heir produc in

heir graphic.; Parii uses a screensho o heir produc used wihin a mobile app o showcase wha he

produc looks like on your device. Chances are hey’re argeing iPhone users, and hey’ve done jus

ha wih his graphic.

1. Showcase your produc.

http://www.slideshare.net/HubSpot/tweetsmarter-webinar-20-learn-from-the-experts-how-to-drive-more-conversions-on-twitter-49789476http://www.slideshare.net/HubSpot/tweetsmarter-webinar-20-learn-from-the-experts-how-to-drive-more-conversions-on-twitter-49789476


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Pro tip: You don’ have o hire a phoographer o use high-qualiy images in your paid graphics. Use

ree ools like www.unsplash.com o download beauiul and proessional phoos or your graphics or

ree, or use your iPhone and edi phoos wih cheap and ree ools.

Pro tip: Mach your screenshos o he audience you are argeing.I.e. don’ have a screensho o a

deskop i you’re promoing a mobile app.

The goal o mos markeing campaigns on paid is o ge new cusomers, bu no everyone knows wha

your produc is. Never assume people have heard o your business when you promoe; use graphics o

porray how he produc works.

In his example Lyf uses sraegic graphics in heir Promoed Twee o show heir audience how

simple he process is in ordering a car. In he graphic, hey highligh and explain how easy i is o use

heir app, and he acionable copy all conribue o a higher convering graphic.

For more on how o increase conversions on promoed Twees using copy,check ou his webinar.

vs.

2. Explain he process.

https://unsplash.com/http://blog.hubspot.com/marketing/photo-video-editing-apps-mobilehttp://offers.hubspot.com/tweetsmarter-2.0-webinarhttp://offers.hubspot.com/tweetsmarter-2.0-webinarhttp://blog.hubspot.com/marketing/photo-video-editing-apps-mobilehttps://unsplash.com/


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Pro tip: Repurpose high perorming graphics across muliple plaorms.

Ge he mos racion ou o your A/B es by rolling ou your winning graphic across muliple social

media channels. For example i a cerain colored graphic is convering highes on Facebook, repurpose

i or Twiter, Insagram and more.

Tools like Canva or Work allow you o do his auomaically, meaning you won’ need o sar rom

scrach or resize your design or muliple plaorms.

vs.


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When i comes o graphics, proving wha works comes down o esing, redesigning, weaking, and

rying new hings consanly. Especially or cerain indusries, wha works or some may no work orohers.

I you’ve read somewhere wha red butons work bes or sofware sales or pink graphics conver bes

on Facebook ads or ecommerce, ry esing ha or yoursel and seeing wha works or your specific

audience.

There’s so much variaion - lierally billions o differen combinaions o graphics in email markeing,

social media, landing pages, and paid adverising - your only ask is o find ou which variaions

increase your conversion raes. Make sure o play around wih your graphics, visi oher blogs and

subscribe o oher email newsleters ha inspire your designs.

Wheher i be increasing shares, leads, visis, or sales, graphics have been proven o help increaseconversions and hi goals we as markeers are always sriving or. Here’s a quick recap o some

akeaways o apply o your nex graphics design and esing.

Key Takeaways:

• Try and stay away from cheesy stock photos. Go wih produc screenshos, cusomer

esimonials, employee phoos around he office, or use ools like www.unsplash.com o find grea

images or your graphics

• Follow the guidelines of hierarchy and typography in your graphics. Tes one elemen o yourgraphic in differen variaions o ensure you know exacly wha i is ha’s causing a spike or

decrease in conversions

• Always A/B test your CTAs - wha you hink migh do well may no!

Finally, use graphics o your advanage: place hem wherever you can. They enhance promoion o

your conen and producs, so ge ou here and have un designing and esing!

Conclusion


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Try HubSpo’s Markeing Plaorm

Free or 30 DaysFrom atracing visiors o closing cusomers, HubSpo brings your enire

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