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Designing for Growth, Academy Xi
- 1. Designing for Growth Optimising UI / UX for conversions and leads
- 2. Hayden Bleasel Head of Product at Spaceship meetup.com/Sydney-Designers-Meetup/
- 3. Good designers focus less on UI / UX and more on consumer psychology
- 4. 1. Landing Pages 2. Signup Forms 3. Capturing Leads 4. Pricing Pages 5. Call to Action 6. Navigation 7. Push Notifications
- 5. Landing Pages • InstaPages, Webflow, etc. • https://land-book.com/ • Checklist (CONVERTS): • Call to Actions • Offer • Narrow Focus • Vital Attributes • Effective Headline • Responsive • Tailored • Social Proof
- 6. Signup Forms • Which one converts better? • Less is more — remove friction • Optional is really required • Generate leads, not customers • Emails — what can you remember? • Convey your value proposition • What happens next? • Obviously… make it beautiful
- 7. Capturing Leads • Multi-step over single-step • Simplify each component • Sunk cost fallacy • Investment psychology • Progressive updates • Conditional logic • Exclusivity? Scarcity? • Follow up through email • Smart defaults • Use the DOM wisely
- 8. Pricing Pages • https://dribbble.com/search • https://uigarage.net/ • http://www.pricingpages.xyz/ • Price anchoring, scarcity • Focus on benefits • Order from cheap -> expensive • Add recommended plan • “The Obvious Choice” • FAQ, Live Chat as “benefits”
- 9. Call to Action • Primarily above the fold • Halfway down • Sticky (on the navbar) • Just above the footer • Powerful and descriptive • Complimentary subheading • Benefit statements • AIDA • Complexity vs. Placement
- 10. Navigation • Easy navigation to action pages • Mega dropdown menus • Indentation for hierarchy • Multiple font-sizes • Optimise order of items • Highly standardised style • Be concise on higher levels • No more than one dropdown
- 11. Bonus: Push Notifications • Previously reserved for mobile • Incredible method of engagement • Follow up leads, encourage reuse • Native notifications • OneSignal, Roost, PushCrew