How to Use Conversion-Centered Design for Increased Conversions

In the vast ocean of digital marketing, your landing page is the lighthouse guiding potential customers to your shores. We recently embarked on a journey with a client to revamp their landing page, and the results were nothing short of spectacular. We witnessed a whopping 143% increase in their conversion rate, soaring to 4.18%. So, how did we achieve this transformation? 1) Crystal Clear Headline: The first thing visitors see should instantly convey your value proposition. We crafted a headline that was not only compelling but also easy to read and understand. It's the digital equivalent of a firm, confident handshake. 2) Review Count Front and Center: Social proof is a powerful tool. By placing the review count high up, visible immediately on both mobile and PC, we leveraged the power of community validation. When potential customers see that others have benefited, they're more likely to trust your offering. 3) Above the Fold Magic: The "fold" is the point where users need to scroll to see more. Everything above this point should be your prime real estate. We ensured that the most crucial information, call-to-action buttons, and engaging visuals were positioned here for immediate impact. 4) Consistent and Intuitive Design: A cohesive color scheme, clear fonts, and intuitive navigation can make the difference between a bounce and a conversion. We streamlined the design to ensure a seamless and pleasant user experience. 5) Engaging Visuals with Context: While high-quality images and videos are essential, they need to be more than just eye candy. We selected visuals that not only resonated with the brand but also told a story, adding depth to the user's journey. 6) Trust Indicators: Beyond reviews, we incorporated trust badges, testimonials, and certifications. These elements further cemented the brand's credibility and made users feel secure in their decision to engage. A landing page is more than just a digital storefront; it's a narrative, a promise, and an invitation. By focusing on the user's experience and journey, we were able to transform clicks into conversions. If your landing page isn't delivering the results you desire, perhaps it's time for a makeover.

I audited 20 high-traffic websites on Heatmap.com 🔥 and 75% of them got the same thing wrong. Their above-the-fold section. Some stats: - 7% of your customers on average make it to the bottom of your landing page. - Your customers are also on your site - no matter how many pages deep <1 minute. So focus your energy here if you really want to make an impact on your conversion numbers. Why? 100% of your traffic sees this section of your site. NO OTHER PART OF YOUR SITE CAN GUARANTEE YOU THIS. The problem? Most of the important information is past your above the fold and you are losing mindshare with those original customers with every inch they scroll down your landing experience. How to fix it? - Compress your images -> too many brands have massive images that have lots of negative space in their hero image - Design for mobile -> most designers look at their designs on desktop only and the experience for the consumer isn’t great once it optimizes for mobile. - Add Social Proof to your hero image in the form of a badge or a small quote. - Ensure you have a CTA that’s visible so your prospective customer can take action. Goal: this section can drive purchase conversion velocity. What else have you done to fix your above the fold? 

Updating the design of a page can be an effective way to boost conversions. But it has two issues: 1: It's expensive (there is design time, client approval time [for some reason, clients really really care about pixel relocation], and then the actual test setup. 2: Testing page redesigns can cause a flicker effect. This is where the Control page first loads and then transforms to the new layout with a flicker. What about getting a conversion lift WITHOUT a redesign? 3 types of people enter an eCom site: Those who are 𝕣𝕖𝕒𝕕𝕪 𝕥𝕠 𝕓𝕦𝕪, those who will 𝕟𝕖𝕧𝕖𝕣 𝕓𝕦𝕪, and those who are 𝕚𝕟𝕥𝕖𝕣𝕖𝕤𝕥𝕖𝕕, 𝕓𝕦𝕥 𝕟𝕠𝕥 𝕔𝕠𝕟𝕧𝕚𝕟𝕔𝕖𝕕. The secret is to focus on the 3rd group. To filter out the 3rd group (𝕚𝕟𝕥𝕖𝕣𝕖𝕤𝕥𝕖𝕕, 𝕓𝕦𝕥 𝕟𝕠𝕥 𝕔𝕠𝕟𝕧𝕚𝕟𝕔𝕖𝕕), I add CTAs at high-visibility locations. When clicked, we reveal a pitch that’s custom-built for this group. “How do we know we’ve found the perfect pitch?” Here’s where we cheat: instead of betting the farm on one pitch, we show multiple, each approaching the problem from a different angle. – One pitch might focus on price justification. – In another pitch, we may talk about “us versus them.” – The central theme of one pitch could be our origin story (we noticed a problem and solved it). – One pitch could be a showcase of our expertise (in a non-boastful way). – One pitch might be a mix and match of the themes above. Here's an example. Hairstory (not a client) makes a shampoo alternative, which is a new product category for many shoppers. Our test concept is being run on their trial pack page, which I assume would be popular among people buying from Hairstory for the very first time. The pitch and explanation of our copy choices are in the slideshow below. To understand 𝒽𝓸𝓌 this pitch was constructed, see the first comment.