1. Thank you for joining us!
We’ll be starting in just a few minutes
About the Hosts
Designing for Conversion
Oli Gardner
Unbounce Co-Founder Oli Gardner is our resident
landing page expert. Oli's writing on conversion
centered design and landing page optimization can be
found on the Unbounce conversion blog and he's been
featured on top marketing blogs including SEOmoz,
Hubspot and Marketing Profs.
Ryan Engley
Ryan is our Director of Customer Success
who along with his team, helps Unbounce
customers boost their conversion rates. He
is our resident webinar host and
consummate office vegan.

3. Designing for Conversion
Director of Customer Success
Ryan Engley
Unbounce
@ryan_engley
Join our chat on
Twitter

4. Designing for Conversion
Co-Founder & Creative Director
Oli Gardner
Unbounce
@oligardner
Join our chat on
Twitter

5. Recording and slides
will be emailed this week
Designing for Conversion
Join our chat on
Twitter

6. We’ll talk about...
Designing for Conversion
• 3 actionable conversion design tips you can implement IMMEDIATELY
• What is Conversion Centered Design (CCD)?
• The 7 principles of CCD
• How to apply the 7 principles to your landing pages for higher conversions
• Q& A
• An awesome demo of Unbounce!

7. About Unbounce

9. Build, publish & A/B test landing pages without I.T.
Increase the ROI of your marketing campaigns

10. 3 Quick Tips You Can Implement IMMEDIATELY

11. #1 - Ungate Your Content
Use previews to encourage downloads
Designing for Conversion

12. #2 - Reduce Your Leaks
Count and remove the links on your page
Designing for Conversion

13. #3 - The Congruence Test
Aligning page elements by reading out loud
Designing for Conversion

14. What is Conversion Centered Design?

15. User Centered Design (UCD)
vs.
Conversion Centered Design (CCD)
Designing for Conversion

16. Landing Pages
The Heart of CCD
Designing for Conversion

17. Homepage vs. Landing Page
Designing for Conversion
28 Links (Leaks) 1 Link (The CTA)

18. Designing for Conversion
The Jam Case Study
6 options24 options

19. Designing for Conversion
The Result?
30% purchased jam3% purchased jam

20. Designing for Conversion
The Demo Choice Experiment
4 Choices 3 Choices

21. Designing for Conversion
The Result?
4 Choices 3 Choices
Conversion Lift of 78%

23. Designing for Conversion
IN SUMMARY
For an optimized conversion experience
Less is more

24. The 7 Principles of
Conversion Centered Design

25. The 7 Principles of CCD
Designing for Conversion
DESIGN
1. Encapsulation
2. Contrast & Color
3. Directional Cues
4. White Space
PSYCHOLOGY
5. Urgency & Scarcity
6. Try before you buy
7. Social proof

26. 1. Encapsulation
Designing for Conversion

27. 2. Contrast & Color
Designing for Conversion

28. 3. Directional Cues
Designing for Conversion

29. 3. Directional Cues -
The Power of the Eye
Designing for Conversion
Place your CTA here
• We are trained to follow the gaze of others
• Use the gaze of your subject to drive attention to your CTA

30. Designing for Conversion

31. 4. White Space
Designing for Conversion

32. No Whitespace
Designing for Conversion
A Nicely Spaced Design

33. 5. Urgency & Scarcity
Designing for Conversion
Limited time offer. Limited quantities left.

34. 5. Urgency & Scarcity
Designing for Conversion
Limited time offers. Limited quantities left.
EXPEDIA
Only 3 tickets left at this price
Much less likely to wander off and check out the competition

35. 5. Urgency & Scarcity
Designing for Conversion
Limited time offers. Limited quantities left.
AMAZON
Order-by date to guarantee delivery date

36. 5. Urgency & Scarcity
Designing for Conversion
Limited time offers. Limited quantities left.
TICKETMASTER
4 minutes to complete the ticket purchase transaction

37. 6. Try Before You Buy
Designing for Conversion
Let your prospects
EAT A GRAPE

38. 6. Try Before You Buy
Designing for Conversion
Let your prospects EAT A GRAPE - using previews
PREVIEW METHODS
• PDF snapshot
• SlideShare presentation
AMAZON
Look inside

39. 7. Social Proof
Designing for Conversion
The psychology of “Me Too!”
What is it?
Herd Mentality
• If they like it, you will too (Amazon
recommended books)
• The bigger the crowd, the bigger the
crows gets...
Humans exhibit a herd mentality just like sheep

40. Social Proof
Designing for Conversion
The Staring Upward Study of 1969

41. The Staring Upward Study
Designing for Conversion
1 Person
vs.
5 People

42. The Results
Designing for Conversion
1 Person
20% stopped to look
5 People
80% stopped to look
vs.

43. Quality by Association
Designing for Conversion
Would you eat here? Here the quality is assumed
by association with the
number of customers

44. Social Interaction Transparency
Designing for Conversion
Show how others are interacting with your
brand to encourage people to join in
Standard online trust indicators
• Testimonials (quotes, tweets)
• Press mention logos
• Customer logos
• Privacy statements/policies
Numerical social proof
• Number of event attendees
(webinar, conference)
• Number of downloads (ebook,
software)
• Customer count (online SaaS
business)
• Number of social shares

45. Applying The 7 Principles to Your Landing Page

46. Without CCD Principles
Applied
Designing for Conversion

47. Encapsulation
Designing for Conversion

48. Whitespace
Designing for Conversion

49. Color & Contrast
Designing for Conversion

50. Directional Cues
Designing for Conversion

51. Urgency
Designing for Conversion

52. Try Before You Buy
Designing for Conversion

53. Social Proof
Designing for Conversion

54. The Final CCD’d
Landing Page
Designing for Conversion
1.Encapsulation
2.Color & Contrast
3.Directional Cues
4.Whitespace
5.Urgency
6.Try Before You Buy (preview)
7.Social Proof

55. Q&A

56. Get 50% Off Your First 3 Months
try.unbounce.com/ccd