Ben Marr UXD

March 2015 Version 001 By Ben Marr

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Conversion DesignDiscussion Piece

There are three primary rules in conversion theory. All focus on contrast.

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Text.

Text.

Text.

TEXT.

Text text.

Text text.

vs vs vs

Does a user read text or perceive a shape?

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Text. Text.vs

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Text. TEXT.vs

Does a user read text or perceive a shape?

Clear input…

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Text text

vs

Text text

Or incomplete input Text

textText ——

Theses rules reflect the reality of our limited and narrow focus for input

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Peripheral Parafoveal Text.

Conversion design recognises that these limitations…

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Text.Text.

…affect how we piece together content.

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Conversion design mitigates these limitations with strategically delivered, high concept content

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Led by strong narrative and strategically defined pathways…

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To deliver the message we want delivered.

That inspires our users to action.

Essentially:

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Conversion is an emotional response to a good story

The How:

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Defining your story

Conversion Strategy Learning Canvas

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Product(s) USPs The Offer

Personas Content Strategy Conversion Strategy

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Product(s) • Apply hierarchy for

business value that also provides guidance for spatial prominence

• Define any product relationships

USPs • What do you offer that your

competitors don’t? • Why should the user spend

their time with your content?

The Offer • UX takes care of ‘effort to

engage’ but ‘effort to understand’ is the primary metric

• If you don’t know what the offer is yourself how can you sell it?

Personas • Relationship to the

product list • Apply hierarchy for

business value and expected journey

Content Strategy • Define the exact outcomes - it

isn’t always to convert • List core takeouts and primary

goals for business

Conversion Strategy • Define the relative complexity

of the offer vs the product specifics

• Define need for single defined paths or multiple open paths for a user to explore and return

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Content strategy:

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Discovering the truth of your story

Using the canvas to create your wireframe

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Content Strategy Cards

Scissors and paper to define individual design

patterns

Get it down! Don’t worry about the big picture -

just say what you need to say using a defined

pattern

Construct your page. Stick it up, move around,

pull it down and put it back up again - get

tactile!

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Getting everyone involved to find the truth of your story

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Example: Business Transaction Account

55% increase in conversions within 3 weeks

7% conversion rate after 6 months (Industry standard is 1%).

400% increase in app submit after 6 months

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The StrategyPersona experience level

CTA 01

CTA 02

CTA 03

3rd party recommendation

Clear language and framing of the offer

Benefits & sales elements

Transparency of account details and fees

Branded technology statement

Support sales elements

Conversion strategy Offer: With no value offer to be made the benefit of the product offering becomes the ease of online origination. Image strategy: provides proof of our claim CTA Strategy: There is only one URL on the page

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The end:

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Thanks for listening