Conversion Centered Design is a framework for building high-converting marketing campaigns. It is a discipline targeted specifically at designing experiences that achieve a single business goal. It seeks to guide the visitor toward completing the one specific action, using persuasive design and psychological triggers as devices to increase conversions.
Conversion Centered Design exists to help designers create user experiences that drive a single business goal. That might be as simple as clicking to another page or as complex as ensuring a sale or registration on a website. Conversely CDD makes it easy to determine when a design is unsuccessful because it fails to play its part in converting visitors into customers. As with all the things design CDD is a hybrid between art and a science.
The 7 principles of CDD are:-
- Encapsulation: –
Encapsulation is an attention-driven design technique that uses boxes, colors or shading to encase a form or other landing page element with the goal of making it stand out.
2. Contrast and Color: –
Using Contrast is a fairly simple concept that applies across the color spectrum, but is most easily viewed in monochrome. Color can be used to create an emotional response from your visitors. Consider the color wheel, what colors are complementary and which colors contrast? Color opposite each other on the color wheel complement each other and colors opposite contrast.
3. Directional Cues: –
Direction cues are just what’s written on the box: you want to design your website to show visitors what action you’d like them to take. You can do so through arrows, pathways, and directing their line of sight.
4. White Space: –
White space or blank space is a principle in web design overall. Space can be white or another color but the idea is to use spatial positioning to allow your CTA to stand out. Your eye is given one thing to focus on.
5. Urgency and Scarcity: –
Common psychological motivators are the use of urgency (limited time) and scarcity (limited supply). They are simple concepts that can be applied in a number of ways.
6. Try before you buy: –
One of the most common real-world examples of this is when people sneak a quick taste from a bunch of grapes in the supermarket. By opening your product to scrutiny before the purchase, you appear authoritative and credible. This increase trust, and it can be an important factor in boosting conversions.
7. Social Proof: –
The final key to sealing a deal is for the visitor to trust you enough to make the leap of faith required to become a customer. One of the simplest ways to help build that trust is to deliver “social proof” which is simply feedback on how other customers and visitors have felt about your products and service.
All good design principles are closely intertwined. Without the proper hierarchy and prioritizing, you won’t be able to accentuate and highlight the key features. Without correct accents and directions, your hierarchy won’t work, and the website will become confusing and unnavigable. A poor choice of colors and fonts will scare away the target customer before they have a chance to notice any hierarchy or even the product itself. Everything functions together as a whole, and it only works if it was created smartly and lovingly for the good of your users.