Designing_for_conversion.pdf

Transcript

1. What does conversion even mean?
2. Who gets converted?
3. The desperate. Now, I’m not knocking the desperate. As one of the great spiritual teachers I’ve known told a group of us, if you knew the problems of your worst enemy you would kiss hist feet. Course, then there was the other great teacher in my life, my son
4. The disappointed. Yeah. I was hoping there’d be cherries longer in August too. And the melons in the midwest …
5. And our users. That’s the great thing about this age we live in, where we’re all publishers and the managers of our own media property. Now our customer service starts even before the sale! Course, it always did.
6. John Carlton.
7. Two views. Wealth Looks Pain relief Freedom from drudgery Secrets Of the experts Of the successful That they’re keeping from you
8. “An immovable blob …”
9. “Locked out of the Party of Life.” — John Carlton
10. Lies clients tell:
11. “We just need to get the word out!”
12. Nobody gives 
 a flying flamingo.
13. Not one. About Our products. Our company. Our brand. Our anything.
14. We only care about five things. Our families. Our finances. Our fun. Our future.
15. Our frustration.
16. The one thing we need 
 to get past a roadblock 
 RIGHT NOW.
17. Yeah. More likely this for us.
18. Mission:
19. Conversion is part of a process. Attract Engage Convert Retain Reward
20. Design is part of the process, too.
21. What it’s NOT.
22. Buy NOWWW!!! Nope. don’t just throw in a shot of a baby and a giant Buy button. Especially since there’s new data out about faces.
24. 314.609.7844
25. Design tweaks: 
 buttons and forms.
26. Or an ugly landing page.
27. So. What IS designing for conversion?
28. Attract.
29. Dog-whistle 
 branding.
30. Are you my kind of folks? Do you know your stuff? Stanford study on health-care sites: design = credibility Are you going to be around a while? Are you on my side? Do you know your stuff? Stanford study on health-care sites: design = credibility Are you going to be around a while? Are you on my side?
31. Can I trust you? For users over 70: phone number Physical address Team pics, bios
32. Am I in the right place? Clear navigation Related products Labels and instructions
33. Engage.
34. Shoot real people, 
 products, events.
35. Make ideas 
 tangible.
36. Places & processes, too.
37. Type, graphics, grids: Do you care more about me or Dribbble?
38. Can I: find what I want? see what to do? read the damn type? A site is a product, too.
39. A day or so later, I remembered she has an antique monitor, so her pixels are maybe twice the size of mine — probably yours, too!
40. Can I do it on my phone?
41. There’s a difference between responsive design
42. And mobile-first.
43. Retain
44. Is it easy to:
45. Am I part of the tribe?
46. Convert: When design supports copy.
47. Three critical components: 1. Typography 2. Typography. 3. Typography.
48. Graphic tricks that help.
49. Buttons: Colors contrast with the rest of the page. Call to action gets the benefit. Sign up for class! Level up your skills. 
 And your salary!
50. Forms. Field labels big enough to read. Tall enough to type, with room to spare.
51. Plus. More and bigger images than we think. Big type - 20px is fine for body copy. Also, the measure. p {max-width: 55ch;}
52. The objective. Get our user to: See themselves in the story. Want the result. Believe this is the way.
53. And join the tribe.
54. @marybaum marybaum