Have you ever thought what makes you CLICK on the landing page of a website? Well, this important for you to know, analyze and understand because achieving the conversion goal is the most important element of any landing page.
More so, a clear understanding of Conversion-centered design (CCD) techniques can prove to be your gateway in making the right assessment as to what goes on in the mind of a website visitor.
Here in this article we will be discussing a few proven Conversion-centered design techniques that will help you asses how you can grab their attention to ensure they make the ‘Click’ on what you want them to read and – achieve your conversion goal.
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In short, you can classify them mainly into a couple of techniques like:
- Analytical Directional Signs like whitespace, color, contrast, communicative eye movement, surprise element, and encapsulation that involves the use of abstract techniques that help focus your responsiveness in a more subtle way.
- Unambiguous Directional Signs involves the use of arrows and real-life indicators (like pathways) conversant to our informed demeanor.
CCD Technique #1: Whitespace
This is a prominent CCD technique that is mainly focused on giving your landing page design an element of emptiness – Whitespace – which is nonetheless using simple spatial positioning, adjoining a space of prominence like Call-To-Action (CTA); so as to make it stand out from its surroundings.
CCD Technique #2: Color and Contrast
Color and contrast has a significant role to play in conversion-centered design for landing page, as they are known to be powerful elements in generating an emotional response from your visitors. Just as, Orange is considered to be the perfect color for a CTA since it is known to instill positivity. Similarly, Green is the apt color for ‘Go’, while Blue is considered the typical ‘click-me link’ color.
Similarly, Contrast (most easily viewed in monochrome) is an equally simple concept that applies across the color spectrum. The main intent of having the right contrast for your CCD is to ensure that your CTA gives a dramatic effect enough to grab your visitor’s attention and make them ‘click’.
The ultimate challenge is to use an in-your-face approach, where the color and contrast used is so overwhelming that a visitor just cannot help but is prompted to explore more about it. In short, it is more about allowing your primary conversion target to dominate the page.
CCD Technique #3: Communicative Eye Movement
This is a highly professional Conversion-centered design technique where a visitor to your landing page is directed to focus attention towards your intended conversion goal or CTA, using communicative eye movement. These suggestive directional signs are used in such a way so as to make the website visitor curious and instinctively motivate them to follow the direction of the featured visual’s eye movement – strategically directed towards your landing page’s CTA.
One of the most successful CCD techniques implied on landing pages is to position photographs of your subject in such a way that they gaze towards your CTA (either eye or head movement), which is an effective way to attract your visitors attention and make then follow the suggestive movement of the eye.
CCD Technique #4: Encapsulation
Encapsulation is a classic technique of capturing the attention of your website visitors (using elements of contrast and directional signs) and creating a tunnel vision effect highlighting your CTA. This is done mostly using robust dynamic shapes that are intended to restrain your points of interest, constraining your eye from drifting attention elsewhere in the photograph.
CCD Technique #5: Disruption (Spur a Surprise Element)
Disruption or a surprise element has always been a great influencer in instilling curiosity and grabbing the attention of visitors, who have been (by default) automated to know where the advertising is positioned on your website. So try creating something with a slightly different tweak so as to interrupt (and grab) the attention of your visitor from what is normally expected for the CTA – and see your leads multiply.
CCD Technique #6: Element of Urgency and Dearth
Limited time (urgency) and limited supply (dearth/shortage) has always been known to have strong psychological influences on potential customers to coerce them to take a purchasing decision instantaneously.
Common coercive phrases used effectively for this CCD technique comprises of “Buy Now”, “Last Few Days/Hours”, “Don’t Miss Out”, “Catch the Midnight Sale Only Today”, etc. Several online shopping entities have been known to effectively implementing the concept of Urgency for instigating quick purchase decisions by using powerful marketing phrases like, “Order before…”, “27 minutes left for this Introductory offer to End”, etc.
Even the concept of Scarcity (to avail the benefits of a lucrative opportunity before supplies run out) is a great motivator, so as to influence a visitors buying decision on a landing page. This CCD technique is found to be implemented mostly by travel portals will offer on airline tickets, travel and hotel packages using persuasive phrases like “Limited seats available”, “Only 4 Seats available at X Price”.
CCD Technique #7: Directional Signs (Arrows & Pathways)
This CCD technique involves the use of unambiguous directional signs like arrows and pathways; that are instructive enough to guide and lead your visitors to your intended conversion goal without much interaction or being suggestive.
The use of directional signs like an ‘arrow’ in strategic positions on the landing page is a great concept where you are very easily directing the visitor to your CTA (proposed conversion goal). This actually is a smart move as arrows being more of a directional pointer is a clever indicator to suggest that “just check where I’m pointing, and pay no attention to anything else”.
Similarly, ‘pathways’ are great representations of realistic avenues that stimulate our brain to think that we need to follow them. So, implement CCD techniques with converging design lines that attract and drive visitor’s attention to your intended Call-To-Action.
Recommended: Tips for Designing the Best Website Navigation Bar
CCD Technique #8: Imagery
Imagery is a strategically-crafted CCD technique, where efforts are made to create a palpable connection between the visitor and the image used. Research on this subject has indicated that images of babies and attractive people prove to be more effective human images, wherein babies are found to have much deeper impact on site visitors.
An effective CCD technique used for imagery is to use persuasive human element like a baby’s face, an attractive woman or a popular identity to create the mesmerizing effect and improve visitor’s page view as well as time on page – creating betters prospects for lead generation, and subsequent conversion.
Recommended: Tips on Creating Imagery Effectively for Web DesignWhich according to you is the most effective conversion-centered design technique?