Conversion-Centred Designs and How to Create Them
Six principles to increase your conversion rate

So your website is gaining traction and attracting visitors, great! The next step involves a marketing agency in Dubai, which can implement clever sales techniques and smart design – with the aim to increase your conversion rate. This is where the discipline of conversion-centred design (CCD) comes in. CCD allows web designers to use persuasive and psychological triggers to increase conversions. In this article, we’ll discuss how these two elements can be effectively incorporated into a web design with the sole purpose of increasing conversions.

Encapsulation

Encapsulation is the term we use to take control of the viewer’s line of sight, creating a tunnel vision effect, which will direct the viewer’s attention to the relevant call-to-action (CTA) button. Make use of encapsulation to remove any page distractions for the simplest route towards a conversion.

Directional Cues

Expanding on the idea of encapsulation, where techniques are used to navigate your viewer’s attention towards the desired purpose of a particular page, directional cues are less subtle but equally as effective. These visual indicators can be anything from arrows, pathways and lines of sight – it’s a directional cue as long as it points towards a specific focal point.

White (Blank) Space

Your CTA button is the thing you’re trying to direct your viewer’s attention towards, and what use is a CTA button if it’s indistinguishable from the page surroundings? White, or blank, space is the deliberate area of emptiness that will typically surround a target area – in this case, your CTA button. We call it blank space because the colour isn’t important, as long as the CTA button itself stands out.

Supply & Demand

‘Urgency’ and ‘scarcity’ are psychological motivators that have become a foundation in e-commerce web development. These two techniques can have a big impact on your bottom line and are commonly used by e-commerce behemoths such as Amazon and Ticketmaster.

Amazon implements various pressure point triggers across its website to effectively convert window shoppers into paying customers. They do this by creating incentives for their customers to order within a specific timeframe. Same-day-delivery or discounted prices are among the incentives on offer that ultimately prove too good to pass by.

Scarcity is the concept used to convince potential customers to make an immediate purchase before the product or service runs out. If you’ve ever bought an airline ticket or any ticket with a limited supply that continues to deplete as time passes, then you’ll have seen scarcity used first-hand. Airlines do this by showing the number of tickets available when that number crosses a low threshold. This is done to increase panic and force visitors to get their credit cards out!

Have a Taster

Amazon really has mastered the art of conversions, that’s why it’s a trillion-dollar company. Amazon provides the first couple of chapters of books for free for anyone to read. The ‘Look Inside’ CTA button, located at the top right-hand side of the cover photo, will take you into the book’s contents. The same is available for listening material. Opening the product up to public scrutiny before the purchase is made increases the level of trust between the customer and the e-commerce website and increases the likelihood that a purchase will be made.

Statistics and Testimonials

Shares, registrants and downloads – these are all quantifiable statistics that can give the appearance of real-time success. Seeing these numbers change in real time suggests that other like-minded customers are currently on the website making purchases. The same can be said of customer testimonials and reviews – studies suggest that product reviews that are publicly available, even those that are negative, can increase conversion rate.

Wrap Up

It would be great if any business owner had the capability to execute a CDD on their e-shop website, but unfortunately, it’s not that easy. Contacting a digital marketing company in Dubai is the best route to maximize your conversion potential. Industry specialists know all the tricks of the trade when it comes to successfully implementing an e-commerce strategy.