3 Simple Principles of Effective Conversion-Centred Website Design

There are two schools of thought when it comes to website design: User-Centered Design and Conversion-Centered Design.

  1. User-Centred Design (UCD)

UCD is based primarily on a site’s usability. Visitors can decide exactly how they want to navigate a website. They’re presented with opportunities to select a path with a single click and are able to quickly access the webpage of interest.
This model works well for a company that doesn’t sell specific products or services. A website built to share diverse information, such as a news site, is an example. Visitors are presented with a host of links on any given page, and can click on anything that piques their interest.

  1. Conversion-Centred Design (CCD)

CCD focuses on creating individual webpages that fulfill a single, defined business goal. Website visitors are guided to completing specific actions.
This often means interaction with a conversion point; a free trial, sharing contact information, or any other call to action that converts visitors into customers or prospects.
The following three CCD principles should be considered in order to generate optimal conversion results.

1.     Simple, built for a Purpose Landing Pages

Landing pages are the core of CCD.
A landing page is a single webpage that has a specific purpose; typically to convert prospects to a next step in the buying process.  Landing pages must therefore have a compelling call to action (CTA) to drive conversions, and must focus on one topic.
In his book, “The Paradox of Choice – Why More is Less”, consumer psychologist Barry Schwartz argues that giving prospects too many choices confuses them. This can result in you “losing the sale”.
Keep your landing pages simple, and make sure they have a single, clear-cut purpose.

2.     Embrace White Space

White space is a blank area that surrounds an important section of a website, be it an interesting image or captivating copy. By using an appropriate amount of white space, a visitor’s eyes will be naturally drawn to these sections.
White space is important for visual presentation. Without it, a webpage will seem cluttered and, as a result, hard to read.
Above all, it helps your CTA stand out from supporting information. Place the CTA in the middle of white space, and visitors will be more likely to gravitate to it.

3.     Use Social Proof

An effective way to reduce the perceived risk of taking a next step is to use social proof; evidence that others have had a positive experience with you.
Social proof acts as decision-facilitating content. It shows you are trustworthy and that real people vouch for your product or service.
Testimonials are an effective form of social proof. Brief and honest interviews with happy customers – in the form of audio or video clips – also work well.
To be effective, social proof must be:

  • Clear
  • Genuine
  • Positive
  • Personal
  • Persuasive

The Bottom Line

These CCD methods will improve the engagement on your website. With increased engagement, you will have more opportunities to nurture prospects and convert them into loyal customers.

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Ben Molfetta
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