The 6 Principles of Conversion-Centered Design

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In a perfect world, conversions would flow like fresh spring water. But in real life, you need to guide your visitors toward a single call to action with a combination of persuasive design and psychological triggers. Using the principles of Conversion-Centered Design (CCD), I'll teach you how to create - and optimize for - delightful, high-converting marketing campaigns.

Principle #1 - Attention

Attention Ratio is the ratio of the number of things you can do on a given page to the number of things you should do.

Principle #2 Context

Are you giving prospects all the information they need in order to convert? It's your responsibility as a marketer to provide the necessary Context: both pre-click and post-click.

Principle #3 - Clarity

Clarity is so important for conversion, in part because we are such impatient internet animals. If we make our visitors strain and struggle to figure out what our offer is or why our business is unique, the back button will become the CTA, sending folks back to the next ad in the list.

Principle #4 - Credibility

Credibility To counter this, you should create/source/request content for as many types of social proof as are relevant to describing the trustworthiness of your business.

  • Testimonials
    * Quotes
    * Twitter/social mentions
    * Photos
    * Video

  • Social Shares
  • Referrals
  • Reviews
  • Ratings
  • Customer lists
    * Photos
    * Logos

  • Your friends bought/tried/liked/shared this
  • Number of sales
  • Rankings
  • Endorsements
    * Photos
    * Videos

that's a lot of proof. My recommendation is to create a living document that you constantly update with fresh validation content as and when it comes to you. 

Principle #5 - Closing

Closing the deal is tricky, but it's made easier if you understand the dynamics and psychology involved in making a decision. There are several factors that influence the decision to click some are positive and others are negative.

Principle #6 - Continuance

After the conversion has taken place, your work's not done. As a optimizer you should think of what a possible next step could be, and design an experience to ask your new lead/customer to take that action.There's a fine line between being pushy and actually offering someone exactly what they would like to get/have/experience/buy next. It's an art, and if you're like me, it's based on the learning from multiple levels of experimentation.