Make your design sell (CHI Poznań)

DESIGN WHICH SELLS
a few words about Conversion Centered Design

Dominik Oślizło
czwartek, 8 sierpnia 13

http://linkd.in/13mXV0y

http://bit.ly/16xOvBs

UX IS INFLUENCED BY MANY FACTORS
effectiveness

selling

neuroscience

ECONOMY

anthropology

PSYCHOLOGY

monetization conversion

linguistics

sociology
philosophy

strategy

ethics

UXD
copywriting
aesthetics

ART

design soul
balance
music


<coding>

new tech

limitations

TECHNOLOGY
AI

research & infrastructure
development

*CD

WILDCARD CENTERED DESIGN
is still user centered


SO, WHAT IS CCD?

UCD

CCD = UCD + selling “twist”

NOT ALWAYS MONEY
Direct conversion is not always money, it can be as well:
PRODUCT AWARENESS
DOMINATION
NEW SOCIAL GROUP
NUMBER OF LIKES


LOYALTY
KNOWLEDGE
CSR

SOCIAL BUZZ

REGIONAL RANGE
EDUCATION

THE REASON BEHIND CCD
Natural tendency:
we do only what allows us to gain some value.
applies to:
ROI

ROI
Projects

Users

THE
PRINCIPLES


7

OF CCD
by Unbounce

A WORD ABOUT UNBOUNCE
“Unbounce makes it easy for Marketers to create, publish and test
landing pages. We developed Unbounce after experiencing ﬁrst hand
the frustration of trying to get effective landing pages launched
for our own online marketing campaigns.
It's important to get things done quickly in marketing, a task made
more difﬁcult when you have to rely upon IT resources who have
their own priorities and processes.”
Source: http://unbounce.com/what-is-unbounce/about/

ENCAPSULATION
There are many elements
that are important in your
design.
Elements like contact form,
what we do page, fancy 404
are of course important as
well.


BUT SOME ELEMENTS
ARE MOST IMPORTANT

and therefore you need
to expose them.
I want to see
the next slide

CONTRAST AND COLOR

CONTRAST & COLOR

They are talented sellers.


WHITE SPACE.


INSPIRATION
John Cage (1912-1992):

4’33”

“The material of music is sound and silence.
Integrating these is composing.
I have nothing to say, and I’m saying it.”


DEPENDENCY

White space, contrast and encapsulation
need themselves to exist.


DIRECTIONAL CUES
lead you
FROM ONE POINT

TO ANOTHER
(down in the funnel)

NOT ONLY ARROWS

Source: http://unbounce.com/online-marketing/academic-small-business-tips/

URGENCY & SCARCITY
Order before
August 15th,
get free
delivery
The offer
expires on
midnight

Free ebook with
ﬁrst thousand
orders

5 on stock order soon
Limited time
offer


Early bidders
get lower
price

Limited
availability

Only few
items left

TRY BEFORE YOU BUY

Trial
model
Full experience
within limited time.


Combination
Best of two worlds

Freemium
model
Limited experience,
unlimited time.

SOCIAL PROOF
Testimonials perception by users is very good
(too bad these are severely edited).
Is good!

Will do!

Nice
one!

This applies even more to price comparison
sites, auctioning sites, and opinion sites.
Caution: Negative feedback seems to be
more credible, and thus it affects conversion
more.


USER ECONOMY MODEL


USER ECONOMY
expectations

promises
action
value


EXPECTATION = DESIRE + KNOWLEDGE
I may be interested in your offer
only if I need something like
this and know your product will
be good for me.

Expectations:

•are driven by various needs/desires
•have strong foundation in media, social
media, society and own research


DIFFERENT EXPECTATIONS
I want a phone
with multitasking,
hi-res screen, long
battery life, and it
would be perfect if it
was red.

I want a red
phone.

•
•

SPONTANEOUS

Different users have different needs.
Different users have different need for
knowledge to make a decision.
PURPOSEFUL

CRUCIAL UXD DECISION...
These two types of users* make it necessary to make crucial decision:
Should designed user experiences be addressed
to one of these groups (and which) or to both?
*all demographics go in parallel


...AND A CRUCIAL FACT
You cannot make a manager act like a teenager.
You cannot make a teenager act like a manager.


...AND A CRUCIAL FACT
You cannot make a manager act like a teenager.
You cannot make a teenager act like a manager.
Yet, they know how to make both buy the same phone.
Don’t they?


ADDRESS BOTH GROUPS
THE EASY WAY

You can address both
spontaneous and
purposeful
users in one design.

The easiest way to do it is to
start with a clean header and
then skip to the descriptive
sections (you can still use the
same approach below).
Show me example


PROMISES = ANSWERS BEFORE ASKING
You need to answer before question
because you cannot make user ask it.
He has a lot of excuses not to ask:
his knowledge is too low to know what to ask about
there is a lot of substitutes (even better ones!)
he’s got no time to waste
he does not really care


PROMISING PROPERLY
The promise is a quite valuable and important thing, so you need to find best ways
of presenting what you can offer, mostly by using proper words, structure and
graphics. These are the fundamentals for Conversion Centered Design you need to
think about every time you refer to this approach. Oh, by the way - when you finish
reading this quite lenghty text, please raise one hand up (itc can be your right hand if
you cannot decide which one). So, back to the topic.
Finding best words is difficult, as overpromising is always on stake, but I’d bet you can
find a good claim for every damned product that is at least “quite fine”.
(Like the one on the next slide).

STRONG PROMISE SELLS BETTER.


PROMISES = NEEDSETTERS

Answering
unasked need.


PROMISE

Crafting a
brand new need.

FUNNELING USER ACTIONS

Conversion
point


USE INVOLVEMENT TRAP
Split processes like registration in multiple steps,
wisely increasing difﬁculty on each of them.

Simple

A bit
harder

A bit
harder

Effort put in previous steps is potential loss for user,
preventing him from dropping the process (to some extent).

Oh, by the way... it is OK to decrease importance and
sacriﬁce usability of some elements to gain better conversion.


AMAZON CHECKOUT

(No visible way to cancel order at this stage.)

LESS = MORE
Giving users less options to click
(sometimes even when these are products)
converts better.


THE JAM EXPERIMENT
6 ﬂavors

24 ﬂavors

vs

30% conversion

3% conversion
Source: When Choice is Demotivating, prof. Sheena Iyengar, Columbia University


EXCESS IS DISASTER
Once you try (or are told) to highlight everything
you will fail, because you lose encapsulation,
contrast and whitespace, you don’t know where
to point directional cues at, and your offers are
too hard to be seen. Sorry.


GAINED VALUE
The value gained by user is not the end of interaction.


USER EXPERIENCE DOES NOT END
(an example for consumer products)

Social
media


Own
thoughts

The
system

Delivery

Product &
packaging

Support

Social
media

THE PROCESS


USER ACTIONS
are best for
measuring

analyzing

triggering
improvements

MEASURE EARLY, IMPLEMENT SOON
improvement

improvement

MVP

Closed
beta

improvement

Public
beta

Live

You will end up with better product sooner and at lower costs.

MEASURE WHAT MATTERS
Measure a lot, but depending on type of goal,
analyze only what really reﬂects conversion.
Set proper KPI’s at the beginning of the project.
Use big analytical systems (GA, Webtrends, Facebook
Insights...) but experiment with others.


IMPROVE, BUT NOT CONSTANTLY
Don’t let the project be your obsession.
Only improve until it is rational.
(Since then, act on demand.)


SWIFTLY & WITH STYLE
Unstable and sluggish systems convert worse.

Source: O’Reilly Radar, 2009

THANK YOU.


Make your design sell (CHI Poznań)

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