From theory to practice: how do we create a conversion-centered design?
What is meant a conversion-centered design? This is a designing experience that guides the user toward completing one specific action: to buy, to add a product to the cart, to leave feedback, to vote, to send an application, to call, to register on a website, to click “Like”, or to subscribe to a page on a social network, etc.
There is nothing superfluous in conversion-centered design. The design as a whole is convincing and psychologically verified. Each element has its own task and purposefully leads to the desired result. The quicker and more accurate it is achieved, the better it is.
Let’s consider what it looks like in practice.
Conversion-centered design: what is it?
The landing page is optimized using conversion-centered design. This is a prime example of this discipline. Its business goal may include selling, registering for an event, collecting subscribers, and similar activity. One page is one goal, no more.
Conversion-centered design helps to lead the visitor to the desired goal and to encourage him toward completing a specific action. The basic principles of conversion-centered design provide to do it well and properly.
Conversion-centered design principles
One of the principles of conversion design is a method of visual isolation. This technique enables to capture the attention of the viewer due to the effect of tunnel vision. An example is a box on the landing page where the call to action button is located.
By the way, a button does not have to be red-bright or toxic emerald-green. The emphasis should not be on color but on the contrast towards the general background. Here is another principle of conversion-centered design.
Directional cues, the visual indicators, point to the focal area and guide your visitors toward to the main goal. You can lead the viewer in the right direction by using the arrows or by using more smart graphic elements such as pathways, the directional intricate lines of sight, etc.
By way of example, a great indicator well-guided a visitor toward an action that is displayed on a photo or image is the direction of the gaze of a person or animal. As a result, the visitor instinctively focuses in the same direction.
The willfully-left empty space makes the design more transparent and advanced while the visual accents are more powerful.
Psychological triggers are also actively used as devices to increase conversions. Awareness of relevance, lack of time, or urgency is powerful factors influencing human behavior. Confidence and public opinion are also triggered. Limiting product amount, special or personal offer duration, a high rating of a product or service – such psychological triggers significantly increase the chances of a visitor’s response.
We wish you high conversions, friends!