Conversion Centred Content & Mobile-First Designs. Keynotes

Sergey Golovashkin
Aug 28 · 3 min read

Conversion centred design (CCD)— is design principle, where conversion is a primary goal.

Most commonly applied within landing page-type websites. Commonly used as: quiz websites, skill tests, freebies sign ups, ebooks, pdf

Encapsulation Principle

The encapsulation principle in CCD design makes visitors’ eyes contact and creates a tunnel vision effect.

Onboarding, presentations, overview, reels

Contrast and Color

Colours can be used to attract emotional response from the visitors and force them to interact with Click to Actions (CtA’s).

Accent colors

Directional Cues

Focal point — oriented elements, like arrows or even photos of people watching pointing somewhere.

Attention-driven websites, success stories

Gestalt principles

—Representations of views or experiences that trigger our brains into thinking we need to follow them, by displaying something familiar we could see in the past.

Make users predict the outcome

Urgency and Scarcity

— Counters, one-time offers; drive people to action by limiting their decision making time.

Limited time offers, sign up counters, event or flash sales

Try Before You Buy

— Freebies, PDF and other free resources to build trust and upsell in the future.

Small amount of good content for free, up-sales

Social Proof

— Build trust by having sharing real information: feedbacks and testimonials

Real people involved, personal brand

White Space

— Whitespace allows you to direct attention to your CtA’s by giving your visitors eye only one thing to focus on.

Limit content to only key features, less distractions

Landing page — is a type of website, where a product or service is presented.

The ultimate goal: ‘to land’ a visitor at a webpage and convert into a buyer (signup or purchase CtA’s).

Typical landing page structure

Main things to keep eye on while creating a landing page

Content first — is an approach of creating a website, when the design is created based of information the website has and is going to use, not vice versa.

Overview of content-first concepts and highlights

Mobile first — is a principle of starting design project work within a mobile version of website, instead of desktop web design creation.

Overview of mobile first and mandatory rules to create a good design within the principle.

This article is going to be updated from time to time to keep notes on great combination of user experience and marketing principles.

Hope you’ve enjoyed reading my article and learnt something new.
Would love to hear your feedback and suggestions in the comments ❤

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