Using Design Principles to Increase Conversions – Unbounce

A how-to showing how fundamental conversion centered design principles can be used to increase conversions on your landing pages.


Part 1. Persuasive Design For Lead Gen Forms

Step 1: Using Encapsulation to Increase Conversions

Encapsulation refers to the use of a container to highlight what’s inside. Landing page tip: Use strong dynamic shapes to constrain your point of interest.

Step 2: Using Color & Contrast to Increase Conversions

Color can be used to create an emotional response from your visitors. Orange, for example, is known to generate positive feelings and as such is a great choice for the color of your CTA.  Landing page tip: Use a single color (with a variety of tones) for your entire landing page – except for the CTA. Make it jump off the page.

Step 3: Using Directional Cues to Increase Conversions

As directional cues, arrows are about as subtle as a punch in the face – which is why they work so well. With so little time on your page, guiding the user to the checkout is a smart move.

Arrows let you say, “ignore everything else and pay attention to this please.” Landing page tip: Call attention to your most important page elements by using strangely placed and angled arrows. Tie a sequence of arrows together to define a path for the visitor to follow, ending at your CTA.


Part 2. Persuasive Design for CTAs

Step 1: Using Whitespace to Increase Conversions. Landing page tip: Give your CTA some breathing room to make it stand out from the rest of your design.

Step 2: Using CTA Copy Design & Placement to Increase Conversions. The ideal technique here is to break up the copy into primary and secondary statements

iNeoMarketing‘s insight:

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