On the Internet, the ultimate goal is to capture the attention of the Net surfers which is more and more precious. Nowadays, people are overwhelmed by a slew of resources and information, and they want a better way to filter information to make a right personal decision. This article we will show you the methods on how to convince a user to stay on your site and take action, and ways of directing the user’s attention to the important elements of your site.
As you can imaging strong content-centric design is crucial for getting people to subscribe to an email list, orread an article which directly indicates the quality of your leads. But, what is content-centric design? Simply said, it’s a design approach with the aim to reduce leaks or exit points from your landing pages turning the visitors into leads and leads into customers.
In this first part, we will walk through some design principles that can help you grow your site in terms of conversions and leads.
The right choices
Our brain is a highly stressed muscle with limited reserves. Each decision-making will tap into these energy reserves. To draw a parallel, if the purpose of the page on your site is not clearly defined, your visitor won’t have the clear understanding of what to select next. On the other hand, the choices must be various so that the visitor easily chooses what he wants.
The goal is to use the fundamentals of Web design to create an experience that focuses the user’s attention on your goal, without being aware of it and without any effort to provide. The more intuitive your navigation, the less mental fatigue a visitor will get.
The attention ration corresponds to the number of possible actions on a given page, divided by the objectives pursued by the page. On the web, apart from a few exceptions, you should have only one goal per page. The higher the ratio, the greater the risk of “losing” the user.
Hence the interest of redirecting your marketing campaigns to personalized landing pages and not the homepage of your site (on which there are too many distractions, and therefore a high attention ratio).
Customized landing pages
What you are trying to achieve by your landing page will deeply impact its eventual design and content. Depending on your goal you can choose one of the following landing page design categories:
Lead-generation page – if you want to convert visitors into leads, by which you want to get the contact information of your visitor
Click-through landing page – if you want to inform existing leads about your new product or the offer, which aimed at generating a saleby leading them to another page with more information about your product. Although it’s imperative to stand out from some other designs, in both case, you will have to stick to some general rules. Here they are:
The contrast makes it possible to highlight an important element. Adding a red button in the middle of a predominantly white environment will make the button more visible. Contrast can also be created by size, a large element in the middle of smaller ones will stand out more. This may seem logical, but many seem to forget it.
Use the whitespace
The whitespaces often forgot on the Internet. The increasing use of the mobile increases the value of each pixel on the screen. Everyone wants his piece of cake; all the space must be used to bombard the user with information or advertising. Space allows to make “breathe your page,” it makes it easier to read. If you want to draw attention to an element of your page, just add a little space around it. The void and the contrast effect allow a smooth reading and better readability of the page.
Distraction is the enemy of attention. If there are too many actions on your page, the chances of the user converting decrease accordingly. For example, depending on the context, share buttons can help to increase distraction and have the opposite effect to that desired (increase engagement).
Encapsulation consists of grouping the important elements of a page into a frame to attract attention and make them more visible. In relation with this, be careful when positioning your calls to action. An action-oriented and precise CTA copy which is specific to the offer will convert better.
A picture is better than a long speech. To get your visitors where you want, sometimes you will have to take them by the hand. Hierarchizing the elements on the page will allow the user to consume your content in the right direction.. You can also use arrows that help to fix the eye of the user: Thanks to the effect of superposition, the arrow, and the color contrast, everything converges towards the button.
As the experiments show, people are likely to follow what others are doing or thinking. This is called bandwagon effect, and you can implement it while designing a web page by showing people who else has subscribed/liked/purchased and make it visible on the social networks you are using.
Conversion Oriented Content
All along with conversion-oriented design, website content moves your audience making them take action. Hand in hand with awesome design of your landing pages it’s crucial for successful marketing. Here are some actionable tricks that will help you to make good writing content, attract and retain visitors.
Web writing is also practicing the art of persuasion by adopting interactive writing. That is to say, writing that pushes its reader-user to take action. To engage targets further in the purchase or membership decision, it is, therefore, necessary to be able to communicate messages with high conversational potential. Traditionally, via function-oriented incentives, gratification, problem-solving, identification or even emotion. We invite unequivocally to enrich the user experience, and with precisely identified objectives.
Use powered words
Conversion oriented content writing shouldn’t neglect the emotional component which is directly related to the decision-making process. When you are using the right words in the proper context to paint a vivid picture of your product you can trigger just about any emotional response, for any conversion goal.
The importance of first paragraphs
If you want to grab your visitors attention from the start, you will have to follow an inverted-pyramid style of writing giving the most relevant information from the beginning.
Picture of inverted pyramid style of writing
Write for fifth-graders
This means you must eliminate complicated words from your content. Use jargon moderately but efficiently, tending to show the readers that you are ‘’one of them’’ and that you understand their problems. In general, aim to write for a 13 yo audience using short sentences, short paragraphs, and fine-tuned headlines. Keep in mind that question headlines get five times more clicks than non-question headlines.
A good content-centric design is a design that: limit distractions, is reassuring, consistent, and focuses the user on the objective. Even if these principles have been tested and approved, nothing is predictable to 100% so consider AB testing the changes to your landing pages until you find the well-tuned formula for your business purposes.