A marketing automation platform (MAP) allows you to market more effectively across multiple channels while automating repetitive tasks. With nearly 70% of businesses using or currently implementing a marketing automation platform, its adoption rate is nothing short of staggering.

But, no matter which MAP your company is using, all roads still lead to a website. That’s where prospects are sent to hopefully convert into leads. However, many B2B websites focus on informing and educating, not so much on conversions.

So, your marketing automation workflows are firing off highly targeted emails, directing traffic to pages that may or may not convert. And therein lies the problem. You didn’t spend enough time analyzing what actually happens when a visitor lands on a page from an email campaign.

Understanding why certain pages do not convert is critical to lead generation goals. Applying a conversion-centered design methodology can help.

What is Conversion-Centered Design?

Conversion-Centered Design (CCD)

Conversion-centered uses design elements and psychological triggers to increase conversion rates. This means convincing a visitor to do one thing and only one thing — complete a single action. Actions like making an online purchase, downloading a white paper or requesting a quote.

For example, let’s imagine walking into a room with a spread of fruit sitting on the table. Which one would you choose? Would you have to think about it? Lots of options here.

Composition of various exotic fruits isolated on white background

Now, let’s say you walk into that same room. However, this time you only see an apple and a pear sitting on the table. The choice is much easier, right? Of course, it is! This is what conversion-centered design aims to do. It shows clear choices and motivates website visitors to take action.
Conversion Design

Where should you apply CCD?

Conversion-centered design will work for any existing website, microsite or landing page. That’s great news for most marketers because starting with a clean slate is a time-consuming task (and an expensive endeavor as well).

Landing pages are a great place to start with CCD because they’re a much more focused experience for visitors. With landing pages, the goal of conversion is straightforward. If you don’t have landing pages, that’s okay too. You can use CCD in other areas of your site that contain a call to action.

Conversion-Centered Design Principles Explained

Similar to marketing automation workflow goals, CCD persuades a visitor to take action and convert into a registered lead. You do this by using design techniques and psychological triggers. Let’s take a quick look at the elements of CCD.

Elements that Make Up Conversion-Centered Design

  1. Encapsulating the CTA – Visually framing the call to action (CTA).
  2. Design Weight – Using color and contrast to make the CTA stand out from its surroundings.
  3. Directional Cues – Visual indicators that point to the focal area of your page, guiding the visitor towards the CTA.
  4. White Space – Strategic use of white space gives your page elements room to breathe, allowing your CTA to stand out.
  5. Persuasive Words – Certain words can help trigger action.
  6. Urgency – Entice people to click on your CTA by creating a sense of urgency.
  7. Risk-free – Free download means no risk to your visitor.

ccd-wireframe-ex

Test for Success

Make sure you test the change in conversions after applying the CCD methodology to your website. Not testing the change is like planting seeds in a garden and never watering them. You need to track how each change affected conversions — good or bad. Start with the basics — simple A/B testing will do.

Test one change at a time. For example, encapsulate your CTA by applying a border and background color. After about a week (one hundred visits minimum), log the conversion increase or decrease. Move on to other areas of the page that could enhance the conversion rate, such as the headline above the CTA, the CTA button text, etc. Continue to collect data on conversion increase or decrease and repeat until you are satisfied with the conversion rate of that page.

Your Workflows Will Thank You

Workflow conversion success is as much about the quality of content being offered as it is about where your visitors are being sent to download that content. Applying a conversion-centered design methodology to your website will improve lead generation and boost your workflow conversion rates.

All marketing tactics should be thought of as part of a larger whole, rather than separate pieces. By strategically integrating all tactics, the programs become more effective and cost efficient. An Integrated marketing communication plan helps you meet real business objectives – generate leads, grow revenues, gain market share, and become the leading brand.

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