The Coffee Bean & Tea Leaf(CBTL), Business strategy case study
Designing for Conversion
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.
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!
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
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
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
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
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
