The 7 Principles of Conversion Centered Design–Oli Gardner
What we learn from:
- How to use attention-driven design to apply focus to your conversion goal.
- How to design post-click experiences that convert.
- How to communicate your proposition to get consistently accurate results.
- How to eliminate negative impulses at the point of conversion.
- Plus, much more!
- Attention:
- Attention Ratio: the ratio of the number of things you can do on a page to the number of things you should be doing.
- As attention ratio goes down. Conversion rates go up.
- 23 principles of Attention -Driven-Design
- Proximity: Elements that are closer together are perceived as being related.
- Anomaly: Difference is an indicator of importance Not how well the square stands out, simply by being different.
- Dominance: This is visual hierarchy in its truest sense. Increasing the size of an important element lets people know they should pay more attention to it.
- Consistency: if you have certain content types spread out over different areas of your page, consistency makes order out of chaos, so people don’t need to relearn their meaning.
- Continuation: Storytelling can be a compelling way to write campaign copy. By using visual connectors, you can help people move through your design in the correct order.
- Context: Designing Post- click experience that speak directly to the desires, expectations, and data established prior to the click.
- Clarity: Communicating your unique campaign proposition on a level where the question “what is this page about?” Delivers consistently accurate results.
- Congruence: Aligning every element on your landing page with and only with your campaign goal.
- Credibility: Demonstrating believability by leveraging authentic and verifiable trust signals.
- Closing: Applying positive click triggers & eliminating negative impulses at the point of conversion.
- Continuance: Amplifying conversion opportunities using post-conversion marketing & momentum loops.