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Ben Marr UXD
March 2015 Version 001 By Ben Marr
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Conversion DesignDiscussion Piece
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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
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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?
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Clear input…
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Text text
vs
Text text
Or incomplete input Text
textText ——
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Theses rules reflect the reality of our limited and narrow focus for input
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Peripheral Parafoveal Text.
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Conversion design recognises that these limitations…
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Text.Text.
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…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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5
67
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To deliver the message we want delivered.
That inspires our users to action.
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Essentially:
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Conversion is an emotional response to a good story
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The How:
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Defining your story
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Conversion Strategy Learning Canvas
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Product(s) USPs The Offer
Personas Content Strategy Conversion Strategy
hiera
rchy
hie
rarc
hy
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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
hiera
rchy
hie
rarc
hy
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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
NOVICE EXPERTBu
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Clos
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to fu
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Busin
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: Kno
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ll abo
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We
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ut n
ot fr
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bore
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prim
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user
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The end:
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Thanks for listening