Conversion design, or Conversion Centered Design (CCD), is a discipline aimed at solving one specific business problem. The main principle: to direct the visitor on the way to one particular action, using convincing design and psychological triggers as tools that increase conversion.The most striking example of the use of CCD are the so-called Landing Pages (Landing Page). All of you have repeatedly faced with such single – page sites-sellers. They either sell something, or collect subscribers for some free gift, or gather people for the next webinar, etc.
There is nothing superfluous. All aimed at solving a single problem — to bring the visitor to the finish. And the faster and more accurate, the better.
1. Isolation (Encapsulation) is a classic method used to capture the attention of your visitors and create a tunnel vision effect. You can imagine this as a window on the landing page, which is your cherished call — to-action button (CTA-call to action).
2. Contrast and color. Those who claim the importance of a particular button color are wrong. What matters is not color, but contrast. If the whole landing page is solved in green, then the green button on it is simply lost. You need to use a contrasting color, for example, red. The example is very rough, "eye gouge". But the principle, I think, is clear.
3. Directional cues. Draw the visitor's attention to the main details of the landing page with the help of arrows or unusual arrangement of elements, leading to the only goal — the call-to-action button.
By the way, a very good technique — the direction of view, whether it is a person or an animal depicted in the picture. Instinctively we look in the same direction as they do:
5. Empty space. Leave enough empty space, "air", on the landing page. This will make it quieter and brighter to highlight the call-to-action button.
6. Relevance and Shortage. These are common psychological factors of motivation, familiar to many. The main features are the urgency (limited time offers) and deficit (limited number).
7. Try before you buy. Offering to test your product before buying, you look confident in your product. This increases confidence and is an important factor in increasing conversion.
8. Social proof. Not the best definition, but it is. Simply put, it is the collection of statistics on a certain group of people who have already used this product or service. Here works principle "I, too, want!"because statistics is a natural confidence.