Designed to Sell: The Huge Impact of Small Decisions

DESIGNED TO SELL The Huge Impact of Small Decisions

@marktimemedia I Design & BUILD HI, I’M MICHELLE. WEBSITES

@marktimemedia KNOW YOUR AUDIENCE

@marktimemedia WHY ARE THEY VISITING YOUR WEBSITE?

@marktimemedia KNOW YOURSELF

@marktimemedia WHAT IS YOUR PRIMARY WIN?

@marktimemedia THE PROBLEM: FRICTION

@marktimemedia LOSE CONVERSIONS

@marktimemedia 8 SECOND RULE

@marktimemedia THE $300 MILLION BUTTON “SIGN UP”

@marktimemedia THE SOLUTION: REMOVE FRICTION

@marktimemedia THE ZERO INTERFACE

@marktimemedia SIMPLIFY & FOCUS CONTENT

@marktimemedia REMOVE VISUAL CLUTTER Fewer elements with more breathing room
VS

@marktimemedia DECISIONS, NOT OPTIONS

@marktimemedia GOOD DESIGN PRINCIPLES

@marktimemedia RULE OF THIRDS

@marktimemedia COLOR Pick 2-3 Colors plus neutrals

@marktimemedia CONTRAST Make sure it’s legible Lorem ipsum dolor sit
amet consectetur Lorem ipsum dolor sit amet consectetur Lorem ipsum dolor sit amet consectetur Lorem ipsum dolor sit amet consectetur

@marktimemedia TYPOGRAPHY Pick fonts that are not too similar This
is My Heading Font This is my body font, which needs to work well in paragraphs at smaller sizes. Remember to evaluate this for legibility when used within larger blocks of text. This is My Heading Font This is my body font, for use in normal paragraphs at smaller sizes. Body fonts are generally set at 16px with 1.6 line-height to be readable on a large variety of devices.

@marktimemedia READABILITY VS Easily Scannable, Directed, & Precise

@marktimemedia VISUAL HIERARCHY VS Which Element is Most Important?

@marktimemedia F-SHAPE MOVEMENTS

@marktimemedia MENTAL MODELS

@marktimemedia MENTAL MODELS Header: navigation, logo Footer: extra navigation, contact
info, terms/conditions Contact Us: page/form easily accessible Search: let people find things their way Scrolling, Swiping: behave normally, don’t hijack Clicking: affordance, knowing something is “clickable" Icons & Metaphors: map pin, social icons, mail icon, etc

@marktimemedia CLEAR CALLS TO ACTION

@marktimemedia ENCAPSULATION

@marktimemedia DIRECTIONAL CUES

@marktimemedia AFFORDANCE & CLICKABILITY

@marktimemedia CONVERT FROM ANYWHERE

@marktimemedia PROVIDE CONTEXT

@marktimemedia EXPLORATION & ORGANIC DISCOVERY

@marktimemedia BREADCRUMBS

@marktimemedia TAXONOMIES

@marktimemedia FILTERING

@marktimemedia DEFINITIVE

@marktimemedia SEARCH (+AUTOCOMPLETE)

@marktimemedia FORM DESIGN

@marktimemedia COST/BENEFIT ANALYSIS

@marktimemedia MINIMAL FIELDS VS Easy To Use & Not Asking
Too Much

@marktimemedia CONTEXTUAL ERRORS

@marktimemedia AVOID BAD PATTERNS

@marktimemedia MULTIPLE CALLS TO ACTION

@marktimemedia UNCERTAINTY

@marktimemedia OVERZEALOUS FORMS

@marktimemedia ANTIPATTERNS

@marktimemedia ADDITIONAL RESOURCES • https://onextrapixel.com/10-peculiarities-of- successful-internet-retail-website-designs/ • https://vwo.com/blog/design-principles- increase-conversions/ •
https://optinmonster.com/11-web-design- principles-that-will-boost-your-conversion- rate/ • https://blog.kissmetrics.com/psychological- principles-converting-website/ • https://blog.kissmetrics.com/what-converting- websites-do/ • https://www.invisionapp.com/blog/high- converting-landing-pages/ • https://www.sitepoint.com/forget-ux-focus- conversion-centered-design/ • https://hbr.org/2006/06/more-isnt-always- better • https://www.smashingmagazine.com/2012/02/ redefining-hicks-law/ • http://3.7designs.co/blog/2010/07/ten-laws- to-design-by/ • http://3.7designs.co/blog/2012/08/10- psychological-principles-to-design-with/ • https://unbounce.com/conversion-rate- optimization/design-principles-increase- conversions/

@marktimemedia QUESTIONS? Michelle Schulp [email protected] @marktimemedia

Designed to Sell: The Huge Impact of Small Deci...

Designed to Sell: The Huge Impact of Small Decisions

More Decks by Michelle Schulp Hunt

Other Decks in Design

Featured

Transcript