The goal of conversion-focused design is to optimize a landing page to increase the likelihood of a desired action or outcome, such as a purchase or signup. In a competitive market, conversion design is essential because it’s the best way to ensure that your page effectively guides visitors through your funnel and achieves your campaign goals.
If you want to be successful in driving online sales and leads, you must focus on conversion design. Creating a clear value proposition, using compelling visuals, and including calls to action throughout the page can all help to increase the likelihood of the desired outcome. Prioritizing these aspects of your landing pages can help you improve your return on ad spend and better understand what resonates with audiences.
Here are our three must-dos of measurable conversion design.
1. Build landing pages to drive customers down your funnel
When planning your conversion-focused landing page’s design, consider each section’s purpose. All too often, marketers use design strategies that don’t contribute to the overall goal of guiding a customer further down the conversion journey. Designing each page requires elements like social proof, things that push credibility, product info, comparisons, and other essentials that trigger conversions for each section. With various audiences valuing different influences, it’s crucial to create a list of optimal page sections to help you achieve your desired result.
Some elements should be above the fold, so visitors can see them without scrolling. Others, like the copy, should be easy to digest, allowing people to quickly understand your message and what you’re trying to get them to do. Keep the design and branding consistent with your website, which is vital when building long-term relationships with potential customers.
Meeting these goals is easier with Instablocks®, which allows users to quickly swap unique page elements into their designs and customize each landing page to the unique target audience. You also get profound insight into how users interact with your landing pages. Heatmaps show you precisely where they are (or aren’t) clicking so you can change underperforming sections to help improve your CRO and meet your goals.
2. Use proper testing parameters
Testing parameters are essential for preparing an effective conversion strategy, and A/B testing or multivariate testing can test at a pace that is suitable to your goals. Without accurate testing, you cannot measure the success of your efforts and make necessary improvements to create personalized campaigns. Remember a few critical things when setting up your testing parameters.
- Test everything: Test every element of your design, from your call-to-action buttons to the imagery. Do not make assumptions about what is or is not affecting conversions.
- Set a clear hypothesis: Know what you want to achieve with your conversion strategy and set your expectations of the outcome. If you believe a condensed opt-in form will increase newsletter signups by 10%, ensure your testing reflects that.
- Be patient: Rome wasn’t built in a day, and your desired results won’t be, either. Give your tests time to run, and ensure you have enough data to make an informed decision before changing anything.
Keep these things in mind, and you’ll be well on your way to designing a successful, measurable conversion strategy. You can continue to fine-tune your conversion design for optimal results by setting up new testing parameters and refining your page for new conversion influences.
3. Refine audience segments and scale optimization goals
When designing landing pages, keep track of what’s working and what’s not, and refresh your designs accordingly to skyrocket conversions. By consistently scaling your optimization goals and focusing on specific audiences, you can continue to improve your conversion rates and see better results. As you learn more about your customers and their behavior, you may find some design elements are no longer practical. By constantly testing and tweaking your design, you can continuously optimize it to resonate with your audiences’ growing concerns.
It’s essential to keep your conversion designs relevant to what people are looking for across all pages. Instapage makes it easy to scale these efforts efficiently by allowing you to create templates and apply Global Blocks to various page designs. So, as you learn what works with audiences, you can create templates and make bulk updates to test with new audiences. By using Global Blocks and templating to quickly create conversion-rich pages, you can save time and keep your optimization goals on track. These tools dramatically reduce duplicative work, making it nearly effortless to update landing page sections.
Build your framework for conversion-ready design
We’ve designed our 11 converting-exclusive features to help you achieve higher conversions and grow your business faster. By offering collaborative workspaces, lead generation, unlimited A/B testing, and more, Instapage is here to help you take your advertising to the next level.
Ready to start taking your designs to the next level with a CRO mindset? Our Converting Plan has everything your business needs to watch your return on advertising investment soar. Sign up for a demo today and see how a CRO strategy fits your goals.