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What does conversion even mean?
In society we talk about a conversion
experience.
Who gets converted?
The desperate:“I hit bottom and then …”
“I was dead broke and my partner had
left me …”
The disappointed:Clergy: they were susceptible to our message.”
“We change lives.”If that’s your target
audience,
But.Regular people?
Only with immense effort.
John Carlton: “Most people live lives of quiet
desperation.”
“Somewhere there’s a party going on, and I want in.”
Wealth Looks Pain relief Freedom from drudgery Secrets
Of the experts Of the successful That they’re keeping from you
Still not enough.Until we add the persuaders.
Urgency
Scarcity
FOMO
Should be easy, right?
The pitch.
Sign shops, copy places et al:
Lies clients tell: “If they see how great we are, the
product will sell itself.”
Lies we tell ourselves:“Our message was so compelling it
changed their whole approach.”
How it really works.
Nobody gives a puppy’s posterior.
Not about
Our products.
Our company.
Our brand.
Our anything.
Prospects care about five things.
Their families.
Their money.
Their passions.
Their personal growth.
Plus ...
Whatever problem we’re trying to solve RIGHT NOW.
IF they can see we care about what they care about, THEN we
might have a minute of their time.
Conversion is part of a process.
Attract
Engage
Convert
Retain
Reward
Design has a role.
Here’s what it’s NOT.
Buy NOWWW!!!
314.609.7844
Design tweaks to buttons and form elements.
Copy is everything!
So. What IS designing for conversion?
It depends.On where we are in the process.
What we need to achieve.
Attract.
Dog-whistle branding.
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 interested in what I’m interested in?
Can I trust you?For users over 70: phone number
Physical address
Team pics, bios
Am I in the right place?Clear navigation
Related products
Labels and instructions
Engage
Shoot real people, products, events.
Make ideas tangible.
Places & processes, too.
Type, graphics, grids: Do you care more about me or Dribbble?
https://blog.intercom.io/the-
dribbblisation-of-design/
Can I:find what I want?
see what to do?
read the damn type? A site is a product, too.
RetainIt costs at least five times as much to get
a new customer as to keep a current one.
Is it easy to: Reorder?
Find new stuff (that’s just for me)?
Am I part of the tribe?How about the inner circle?
Convert: When design supports copy.
Three critical components:1. Typography
2. Typography.
3. Typography.
Graphic tricks that help.
Buttons: Colors contrast with the rest of the page.
Copy restates benefit.
Sign up for class!
Write better PHP!
Forms.Field labels big enough to read.
Tall enough to type, with room to spare.
Plus.More and bigger images than we think.
Big type - 22px is fine for body copy.
The objective.Get the audience to:
See themselves in the story.
Want the result.
Believe this is the way.
And join the tribe.
