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Apply These 7 Principles of Conversion-Centered Design to Your Landing Page

Have you ever built a landing page that just doesn’t look quite right? (I definitely have.)

Unless you went to school for design, it can take a lot of work to create a page that’s both beautiful and high-converting. But you don’t have to be artistically talented (or fiddle with spacing and colors for hours) to design a great landing page.

I think it's a skill you can develop with practice—even if you’ve never used Photoshop in your life, or still don’t know what the heck an F-pattern is. All you need is the right framework to get started.

Conversion-Centered Design (CCD) is framework made of seven principles for building high-converting marketing campaigns. It encompasses all the persuasive design techniques and psychological triggers you can use to get visitors to take action on your landing pages.

I've listed the seven principles below, but this resource goes more in-depth into each of 'em if you're interested in checking them out.


Principle 1: Create Focus

The foundation of conversion-centered design is focus. It matters to focus your audience on one goal at a time, and how design can maintain a 1:1 attention ratio. )Attention ratio compares the ratio of the number of things you can do on a given page to the number of things you should do. A poor attention ratio can have a direct and negative impact on your conversion performance.)

Principle 2: Build Structure

Structure your page to influence visitors and guide them to action. You can do this by designing your information hierarchy and setting up your page layout to create a natural flow for your page.

Principle 3: Stay Consistent

Keep your pages consistent with ad matching, and design guidelines to bring in more conversions. For instance, use the same fonts, colors, and styles across your landing pages and your website to create connection for your customers.

Principle 4: Show Benefits

The images on your page aren’t just there for show. Choose visuals that showcase the benefits of what you’re selling and feature them in the hero shot on your landing page. Other images on your landing page can also express emotional benefits that can resonate with your visitors.

Principle 5: Draw Attention

Use your design to draw attention to the elements that matter most. Attract visitors to your CTA buttons using colors and typography. For instance, you can use contrasting colors to help certain elements on your landing page stand out (like a CTA button), or use negative space to help guide the visitor's attention to the particular action you want them to take.

Principle 6: Design for Trust

Create social proof like testimonials and customer logos to build visitor confidence and prove credibility. When featuring customer testimonials though, use a good headshot and highlight key details that help validate its legitimacy (job title, name, company).

Principle 7: Reduce Friction

Make it as easy as possible for your visitors to convert. Optimize your forms by trimming the amount of form fields where you can, and create simple mobile pages that lead to a seamless experience. (The last point is especially important when more web traffic comes from mobile devices than desktop computers these days.)

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