Oli Gardner, the co-founder of Unbounce, represents the Conversion-Centred Design as a 7-way proven design pattern used to increase conversions on media marketing. The seven principles include attention, coupling, context, congruence, clarity, credibility, and continuance.
Attention.
The ratio of interactive elements (links) on the page, to the number of campaign conversion goals, should be 1:1. This principle states that by removing available options on a page, people will be more inclined to click on the thing you want them to. As attention ratio goes down, conversion rates go down.
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Coupling.
This is the bond that exists between pre-click experience and the corresponding post-click experience. This concept is comprised of Message Match and Design Match. Message Match is about matching the copy of the running ad to the headline of the landing page. The Design Match is about matching the design of the display ad to ‘aspects' of the design on the landing page.
Context.
Contextual Design is an experience that demonstrates awareness of a visitor's environment and showcases the offering as it applies to its use in the said environment. A page should be able to guide a user by providing instructions on how to navigate the page. It is about matching the style and context of the conversation established prior to a click upon arrival on the landing page.
Congruence.
This is aligning every element on the page so that it works in concert to produce a single cohesive message. It suggests the removal of messages and ads that may seem irrelevant hence deemed as spam by the user.
Clarity.
This principle comprises creating delightful and easily digestible experiences that encourage conversion. This entails creating a content hierarchy and creating distinct portions of the page for each message.
Credibility.
Suggests creating leverage trust signals, transparency, and verifiable social commentary to increase conversions. In demonstrating credibility, it is essential to post testimonials, reviews, ratings, accreditations, security badges, and social interactions as this boost client confidence.
Continuance.
This last principle is about leveraging the opportunity to ask fresh leads for a second conversion. It could include, among other strategies a resignation, or a confirmation page which create room for a second conversion, while getting customer feedback, social media following, or YouTube subscription.
