how design assists website conversion - conscious solutions - digital marketing masterclass
DESCRIPTION
Presentation on how good website design for law firms aids conversion. By David Gilroy at the Digital Marketing Masterclass for law firms run by Conscious Solutions in November 2013.TRANSCRIPT
How does Design Improve Conversion
What is “conversion”?
No. of LeadsNo. of Visitors
The challenges
• You’re a law firm, not a product company• Visitor metrics are easy• Some tracking of Leads is easy….• …..then fee earners get involved!
Z-Design & Fitt’s Law
Minimise “calls to action” per page
• One primary “call to action per page• Design in hierarchies where possible.
The use of colour & contrast
• Different people react to different colours• It’s ALL testable if you can be bothered
Kissmetrics
Use directional clues
• Arrows• Encapsulation• Stand out colour• Pathways• Eyes & eyelines
Simplified forms
• Capture visitor data• Keep forms short• Only collect the data you REALLY need
Tools 1 - Clicktale
Tools 2: In-page Analytics
Mobile usage
Mobile design
http://www.conscious.co.uk/presentations