(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