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Conversion Centered Design

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How to design a landing page.
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  Conversio󰁮 Centere󰁤 Desig󰁮 Essential Elements of High Converting Landing Pages A publication of   What’s in the ebook?What is Unbounce? This guide will teach you everything you need to know about Conversion Centered Design and the critical role that psychology plays. 1. Conversion Centered Design vs. User Centered Design Find out how design is evolving 2. The Seven Principles of Conversion Centered Design Build from a solid foundation 3. CTA Design & Page Placement Best practices for the strongest CTA’s 4. Persuasive Copywriting Work with your prospects, not against them 5. A/B Testing Designs for Higher Conversions Test your designs for optimal results 6. Designing for Mobile Conversion Embrace the platforms your customers use 7. Conversion-Based Page Templates  Example landing pages designed for conversionUnbounce is the DIY Landing Page platform for Marketers. Build high converting landing pages for your PPC, email, banner and social media campaigns. ã Build & Publish Landing Pages In Minutes Use our powerful editor to re-create your design from scratch, or use one of our templates for a head start. ã 1-Click A/B Testing For Optimization  Need to solve an argument with your boss? Stop relying on assumptions and set up a test experiment. ã Simple Analytics To Track Campaigns Our stats are powerful yet simple. It’s all about clicks, conversions and how well your campaign is performing. BUILD A HIGH-CONVERTINGLANDING PAGE NOW  THE ULTIMATE GUIDE TO CONVERSION CENTERED DESIGN. 3 WWW.HUBSPOT.COM WWW.UNBOUNCE.COMSHARE EBOOK Foreword As a marketer and former usability geek, I understand the battle raging between user centered design and conversion centered design — UCD and CCD, as we’ll come to know them. They do intertwine, but as you’ll learn there’s a fundamental difference, which is the focus of this guide. The difference is conversion.Conversion in usability terms might be the successful completion of a series of tasks (a set of micro-conversions) in the flow of a sign-up or shopping cart process, or the series of steps involved in a product usage task.For a marketer, conversion means convincing a visitor to do one thing and one thing only. Not one of many things, not accomplishing it in under seven seconds, not successfully navigating from one point to another — just completing a single business-driven objective.In other words, it’s about persuasion, and that’s what I’ll discuss in the next 400 pages. Kidding. It’s more like 61 . Oli Gardner Co-Founder & Creative DirectorUnbounce  THE ULTIMATE GUIDE TO CONVERSION CENTERED DESIGN. 4 WWW.HUBSPOT.COM WWW.UNBOUNCE.COMSHARE EBOOK Chapter 1 Conversion Centered Design vs. User Centered Design Conversion Centered Design (CCD) CCD is a discipline targeted specifically at designing experiences that achieve a single business goal. It seeks to guide the visitor towards completing that one specific action, using persuasive design and psychological triggers as devices to increase conversions.Landing pages sit at the heart of CCD. A landing page being a standalone page that uses congruent design – working toward a single collective purpose – to usher your visitors toward the finish line, be it the collection of personal data or educating them about your product/service before passing the baton to the next phase of your conversion funnel.Typically used for promotion based marketing, the landing page takes an interested party — who clicked on an email link, display banner or paid search ad — and convince them to convert right here and now, as opposed to the self-guided exploration facilitated on a full website.The effectiveness of a landing page compared to a homepage, uses the principle of ‘less is more’ which can be illustrated by comparing the number of links (leaks) on each type of page. As we’ll see below. Less links being the optimal scenario for a high converting page.
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