Designing for Clarity — Unbounce Conversion Road Trip 2015

In her talk, Jane will go over hero-shots and product screenshots, why visual context is just as important as consistent messaging, how to maintain visual interest, how to pick the right visuals that will demonstrate your benefits and lastly, how to build and maintain trust.

Transcript

1. Designing for Clarity 5 Landing Page Design Recipes from a Seasoned Creative Director
2. Clarity by Frank Oriti frankoritijr.com
3. “Déformation Professionnelle” — a tendency to process the world through one’s professional eyes rather than from a more balanced perspective.
4. “Consumer Hat” Scenario: 1. Tell me what it is. 2. Tell me what to do. 3. Don’t undermine my trust.
5. “Design is not just something designers do. Design is marketing.” — Peep Laja
6. “Very often you will hear that ugly converts better but it doesn’t have to be the case.” — Denis Suhopoljac
7. Recipe #1 Kill It with Your Hero Shot.
8. A sales page can exist without images at all. So be super-selective about those you add.
9. Invest in a professional photoshoot. It has the highest ROI possible.
10. Don’t use device images unless you mean it. Laptops and browsers are for desktop & web apps. Tablets are for iPad apps. Phones are for mobile apps.
11. Home page design for Planscope by Brennan Dunn planscope.io
12. Recipe #2 Keep Calm and Stay Consistent.
13. Wear red socks with a red dress. It’s that easy.
14. Keep a simple arsenal of assets. A logo One background color One accent color for your CTAs An idea of the font (optional) One or two illustrations (optional)
15. Style guide for Airstory by Joanna Wiebe & Jim Briggs airstory.co
16. Recipe #3 Create Spectacular Linear Experience.
17. Ferrari World in Abu Dhabi, UAE
18. Control the logic. Control the environment. Make your CTA a visual culmination point of the flow.
19. Home page redesign for Egghead.io by John Lindquist & Joel Hooks egghead.io
20. Recipe #4 Sell on the Process.
21. The benefits are not only about the end result. We want to be cool in the process.
22. Users crave to look pro. Show them... Schemes or technical drawings Workspaces, hands & tools Professional people absorbed in work
24. Recipe #5 Don’t Undermine My Trust.
25. Things to show: You’re modern You have existing clients You’re trustworthy You’re a good investment
26. Instructor portraits used for building trust egghead.io
27. Lengthy author’s note written by Brennan Dunn planscope.io
28. Things to avoid: ALL CAPS Mispelings Sleazy stock images Outdated layouts from 10 years ago
29. A credible-looking page. That’s all you need to build.
30. “Perfect clarity would profit the intellect but damage the will.” — Blaise Pascal
31. Thank You! Please get in touch: jane@uibreakfast.com @uibreakfast