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
Trust us when we say that the summary above does not serve the article justice. Strongly encourage you to click through to see the graphics associated with the design principals.
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