(web)design for conversion
TRANSCRIPT
(Web)Design for ConversionJochen Wolters, UX Designer | @Jochen Wolters
Convert site visits to …?Convert site visits to business achievements
Make buying simple, obvious, convenient
Gestalt Laws
Gestalt Lawsnoun, [guh-shtahlt, -shtawlt], (German):The essence or shape of an entity’s complete form.
Gestalt Law of Similarity
Gestalt Law of Proximity
Gestalt Law of Closure
sources: fontsinuse.com/uses/6947/braun-tg-60-tape-recorder
Eight Golden Rulesof Interface Design
Ben Shneiderman’s
1. Strive for consistency
2. Enable frequent users to use shortcuts
3. Offer informative feedback
4. Design dialog to yield closure
5. Offer simple error handling
6. Permit easy reversal of actions
7. Support internal locus of control
8. Reduce short-term memory load
1. Strive for consistency
2. Enable frequent users to use shortcuts
3. Offer informative feedback
4. Design dialog to yield closure
5. Offer simple error handling
6. Permit easy reversal of actions
7. Support internal locus of control
8. Reduce short-term memory load
7 ± 2 source: www.musanim.com/miller1956/
“Chunks” of Information
sources: headphone.com, amazon.com
Make buying simple, obvious, convenient
Laptop… Families Models
11 1123 12
“Nobody has the time or cognitive resources to be completely thorough and accurate with every decision, …”
“Nobody has the time or cognitive resources to be completely thorough and accurate with every decision, and as more decisions are required and more options are available, the challenge of doing the decision making correctly becomes ever more difficult to meet.”
source: Barry Schwarz, “The Paradox of Choice;” photo: flickr/christaface
Flavors Sales
6 30%
24 3%
The Jam Study
source: sweetwater.com
source: sweetwater.com
NudgingSlightly unfair techniques to nudge your visitors towards a purchase…
Nudging: Social proof
source: Apple App Store
Nudging: Urgency
Nudging: Scarcity
source: united.com
Nudging: Try-before-you-buy
Nudging: Try-before-you-buy
source: barnesandnoble.com
Nudging: Try-before-you-buy
source: barnesandnoble.com
Nudging: Humans
Pro Tip: Test your assumptions!
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$300 MillionAdditional annual revenue at $25B retailer
source: http://www.uie.com/articles/three_hund_million_button/
Make buying simple, obvious, convenient
Thank You.http://www.slideshare.net/jochen_wolters