Converting Visitors to Customers What Is A Conversion Centered Design and the 7 Principles of CCD
We have probably heard of and tried a lot of web designs, from making them more interactive to creating designs that are responsive for electronic gadgets like our iPads. We do not just create web designs that look “cool” or “cute”, we try to create designs that are innovative and unlike any other!
Of course, it is not just the web design that is important, the content also plays a crucial role. However think of it this way, you know how clothes stores always have mannequins or display their clothes at their shop windows? Well, basically that is how a web design works!
Like the mannequins in a store window wearing pretty clothes, the web design pulls a customer to a three step process: 1. The customer sees the “clothes” and is attracted to them. 2. The customer goes to the store to look at the selections. 3. If he finds something he likes, he might actually buy it!
A great web design doesn’t just stop at having people appreciate what you sell, rather a great web design convinces them to BUY what you’re selling! However, know that creating a totally awesome web design does not actually happen with the snap of a finger.
In fact most web designs even incorporate a little bit of psychology to really attract customers! An example of these psychology-centered web designs is called Conversion Centered Design.
What is a Conversion Centered Design?
A Conversion Centered Design or CCD for short uses psychological triggers to subtly convert a visitor to a customer. This means that instead of simply having people visit and take a look at our website, we are using CCD to lead them into buying something from us!
Now guess which part of our website we should apply CCD on. Come on, I know you know this. Do you have your answer? Is it the landing page? If that is your answer then yes! You are correct.
Our website landing pages are our entry points, our mannequins to our clothes shop, our opening to a delicious bottle of coke, the cover page of a book. They are what a customer sees and supposedly wants, so why not create a powerful impact with CCD?
Now CCD is actually divided into two elements, the Design Element and the Psychological Element. These two elements make up the 7 Principles of CCD, which are explained below:
The 7 Principles of CCD
This can also be called the “tunnel vision effect”. When we see a tunnel or a framed subject, we often have the tendency to look right at the end of the tunnel or the center of the frame. Our eyes do not usually wander anywhere else, unless maybe if we were really bored. This principle can be applied to make our CTAs the center of attention using strong and dynamic shapes.
Contrast and Color
Colors do more than just sit pretty on a website because they can actually bring out different emotions from a person. Like how red creates an excited feeling, and pastel colors create a soft and feminine feeling. However, we cannot just randomly plaster colors on our landing pages. If we want certain parts to stand out, we have to use contrasting colors. How do we know which color contrasts with what aside from black and white? Well, take a look at the color wheel. The colors that are adjacent to one another are the ones that contrast.
When we are lost and we do not know which way to turn to, what is the first thing we hope to see? Directions to our destination, it can be in the form of a map or street signs. In web design, sometimes simple arrows and pathways are all we need to bring attention to a particular part of our website. Often they just scream “Look at me! Don’t look at anything else! LOOK AT ME!”
This is also called “blank space”, and it is pretty much as the name suggests. Everything else is white or blank except for one thing, and that is our CTA, positioned in a way that a customer’s attention goes right where it is supposed to go. Using White Space, we are giving customers only one thing to look at.
Urgency and Scarcity
“Limited seats”, “order before…”, “offer only lasts until…” and other phrases that sound urgent or makes us feel that we are running out of time are effective psychological motivators. It might sound cliche, but it actually works! Most people do not like the feeling of being “too late” for something, and this principle plays on that.
Try Before You Buy
Hide nothing about the product! Be as transparent as possible, and customers will think we are a very authoritative and reliable website. For example, if we are selling a downloadable software, we can always offer customers a free trial version, so they can truly evaluate our product personally. If they like our trial version and want more, they will eventually buy the full version!
Create a feeling that something is happening on the website, but of course nothing bad! If you have a social media account (and you must), place a small bar on the side that shows how many times the website has been shared, liked, tweeted, etc. You can also make press releases on what has been going on in the company and use positive customer testimonials!
You do not need to be a real psychologist to know how the human brain works when it comes to web designs, so get busy with CCD!