Conversion centred design

Conversion centred design (CCD)— is design principle, where conversion is a primary goal.

Most commonly applied within landing page-type websites. Commonly used as: quiz websites, skill tests, freebies sign ups, ebooks, pdf

Encapsulation Principle

The encapsulation principle in CCD design makes visitors’ eyes contact and creates a tunnel vision effect.

Onboarding, presentations, overview, reels

Contrast and Color

Colours can be used to attract emotional response from the visitors and force them to interact with Click to Actions (CtA’s).

Accent colors

Directional Cues

Focal point — oriented elements, like arrows or even photos of people watching pointing somewhere.

Attention-driven websites, success stories

Gestalt principles

—Representations of views or experiences that trigger our brains into thinking we need to follow them, by displaying something familiar we could see in the past.

Make users predict the outcome

Urgency and Scarcity

— Counters, one-time offers; drive people to action by limiting their decision making time.

Limited time offers, sign up counters, event or flash sales

Try Before You Buy

— Freebies, PDF and other free resources to build trust and upsell in the future.

Small amount of good content for free, up-sales

Social Proof

— Build trust by having sharing real information: feedbacks and testimonials

Real people involved, personal brand

White Space

— Whitespace allows you to direct attention to your CtA’s by giving your visitors eye only one thing to focus on.

Limit content to only key features, less distractions

Landing page — is a type of website, where a product or service is presented.

The ultimate goal: ‘to land’ a visitor at a webpage and convert into a buyer (signup or purchase CtA’s).

Typical landing page structure

  • Hero screen, must grab visitor’s attention (within 10s)
  • About the product/services; what makes it special
  • What you’ll get/features/offers
  • Testimonials and reviews

Main things to keep eye on while creating a landing page

  • Hierarchy and Focal point — make sure the content is easy readable/scannable, user shouldn’t think
  • Super easy signup process, navigation and interactions
  • As much as possible CCD principles
  • A/B tests are good option to test and optimise sales

Content first — is an approach of creating a website, when the design is created based of information the website has and is going to use, not vice versa.

Overview of content-first concepts and highlights

  • Proto-content — is a part of content first approach, and actually stands for a specific type of content that is relevant for the business.
  • Possible types of proto-content: existing content, competitor content, new content (define during design process), draft content, commissioned sample content
  • Involves a lot of testing and thinking, makes the product perfect

Mobile first — is a principle of starting design project work within a mobile version of website, instead of desktop web design creation.

Overview of mobile first and mandatory rules to create a good design within the principle.

  • A tappable area should be no less than 44pt. Icons, inline text etc. — can be smaller, but the tappable area still 44pt.
  • Minimal font-size 16px for all input fields. Doing font size smaller than 16px will make user experience bad, auto zooming webpage to input.
  • Usability and accessibility are a must, not an option.

This article is going to be updated from time to time to keep notes on great combination of user experience and marketing principles.

Hope you’ve enjoyed reading my article and learnt something new.
Would love to hear your feedback and suggestions in the comments ❤