How NOT To Create Conversion: Stay In Your Lane
Instagram models, duck lips, neutral colors mixed with bold, sorority squats. They all have one thing in common, they get a shit ton of ‘likes’, ‘hearts’, ‘retweets’, and ‘follows’. In essence they know conversion well. How is a middle-aged man rocking a Dad bod in Birkenstocks with tube socks supposed to compete? Luckily, you don’t need to take your shirt off.
How TO Create An Audience & Increase Revenue
The principles you will read below are based on Oli Gardner’s ‘7 Principles of Conversion Centered Design’, which you can fully immerse yourselves in at the bottom of the page. The premise of this SEO practice is to increase how you rank and obviously engage your consumer. The 7 Principles of Conversion: Attention, Context, Clarity, Congruence, Credibility, Closing, and Continuance, act almost as a linear plot progression. Relax, we won’t dive into math but just know that in an ideal scenario we want these to all be positive to create delight for the consumer and as less friction as possible (you can lead that back to anything sexually if your mind is going there). Once you’re done dreaming of your high school crush at the drive-in movies to go “see” Grease, let us refocus on just the ‘Attention’ portion of the 7 Principles of Conversion Centered Design and have you crushing ‘wooh girl’ blog posts with one click of the mouse.
2 Knowledge Bombs When Dealing with Attention to Drive Conversion
- Attention Ratio Needs To Be As Close To 1:1
Mini pigs with rain boots, a man riffing on a flaming guitar and chopping wood planks, artificial fart noises…none of these correlate and you’re probably like “wtf is this guy talking about?”. Well dissect your page because if your page’s ratio of the number of things one can do compared to the things one should do is off then the consumer is overloaded and leads to…friction wink wink. All efforts should be attenuated to leading to your conversion and not scatterbrained.
- Design Leaves You A Lot Of Ways To Guide Conversion
Oli Gardner also illustrates in his 7 Principles a visual hierarchy by creating a design to help with attention. Examples like putting things in close proximity illustrate a relationship, increasing the size of important elements make you pay more attention, and having something stand out from the rest can create a primacy effect. Staying consistent in a scenario where there’s lots of content creates order out of chaos, using pictures and other visual connectors can help move people along the path, and lastly directing people towards the conversion is crucial.
Creating A Compelling Case to Convert
When writing your next landing page, don’t forget that drive in movie theater night, but also don’t forget these keys to creating enough attention to keep the consumer or user engaged throughout and reap the benefits of increased conversion and less, you guessed it, friction.
For more on this concept and more, check out Oli Gardner’s full lecture from Stukent on the “7 Principles of Conversion Centered Design” here.