Basics of Conversion-Centered Landing Page Design
If CCD and conversion rate aren’t just another barely comprehensible marketing terms for you, you’ll find this post very useful. Below I’m going to share the basic rules of Conversion Centered Design every web marketologist and designer should know. CCD isn’t just about cluttering your websites with huge, neon-colored arrows, but it’s about making your visitors want to use your product. So… how optimized is your landing page? How to hone your CCD skills and how to make your conversion rate skyrocket? The answers are below.
Conversion Centered Design in Brief
The main target of CCD is to create a website giving user experiences that will guide your visitors toward completing a specific action (clicking, registering, sharing personal data, taking a quiz, following, etc.) which is a crucial constituent of your business goal. For this purpose certain psychological triggers and persuasive design elements are used. Everything in CCD is about conversion. So, let’s dive into the world of Conversion Centered Design to find out the most killer elements that do convert.
#1 Color Palette
The very first thing your visitors notice about your website is colors and contrasts. The best way to highlight your call-to-action message is to display it in a different color. The optimal contrast is viewed in monochrome designs. But if you find those boring, you can use any element of the color spectrum that will reflect your Company style. Bear in mind that many colors are associated with different emotions (red – with danger, heat and something negative; green – something positive, organic, etc.).
#2 Try it For Free Hint
Everyone likes freebies. And if there is a free version of your product (a trial, for instance) – you’re bound to furnish this information on your landing page. Nothing is more persuasive than a chance to try something at no cost. Try it for free right now!
#3 White Space
There must be always blank space at your landing page. Cluttered, motley pages overwhelm your visitors with information and distract from their main target – improving your conversion rate . Blank space isn’t an empty space – it’s an area of great importance that surrounds and highlights that one button.
#4 Attractive People
Imagery is the keystone of a highly optimized landing page. It creates strong associations by evoking emotions. So, go and add a photo of a beautiful woman or a smiling baby to your landing page. Of course, I’m exaggerating a bit. All I want to say is that you must be very careful when picking images for your website design. They must be aesthetically satisfying and pleasing to the eye.
Arrows and other directional cues are another way to draw your customers’ attention to a desired area. You could be forgiven for using one or two elegantly designed arrows, since they do work. But it shouldn’t be your single weapon in your CCD arsenal .
#6 Urgency Factor
This is my favorite . Buy now! Only 7 days left! What not to love about it? This is probably the most surefire technique in CCD.
Nir Barlev is the product manager at Webydo, an online platform that allows designers to create professional websites, with built-in CMS, without writing code.