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Design for Conversion!! If you are working in eCommerce, Lead Generation, marketplace, B2B / B2C, and more. Conversion rate is a very important factor to measure your successful design result.

Let’s talk the business of Design with AARRR pirate metrics: Acquisition, Activation, Retention, Referral, and Revenue!

First, let’s differentiate many design measurement, we have conversion rate, engagement rate, retention rate, completion rate, click-through rate, and so on. For every project, you don’t have to measure everything at once. But if you are working on E2E design, it is very important to measure in the entire customer-journey!

These are key factors in Design for conversion:

1. Brand Design Consistency

As company grow and scale, many design elements are introduced and created, so focus first on design recognition. For example colors, icons, typography, etc. When users, viewers, customers look at your design, can they recognise your brand? There is a methodology to create this that I will share next time.

These design elements are simple but important, we USE product / BUY from brand we trust. The more users think who are you, the longer their decision-making process is.

Your job as designer is to make their life easier.

2. Usability and Simplicity

What is usability? Measuring how users can use product design to achieve goal effectively, efficiently and enjoyable experience.

Focus on usability not only during usability testing, but also throughout design-development process —from wireframes to the final deliverable—to ensure maximum usability.

Efficiency: Time, effort, and money that goes into creating/using/educating. How do you improve your day-to-day operation, manage stress level, manage team / project expectation.

Effectiveness: Design what’s valuable for customers, and what’s profitable for businesses. Successful in producing a desired or intended result / reach goals.

Enjoyable: User satisfaction, NPS, engagement, goal-completion rate. How can yourself enjoy and love your work as passion.

3. Call-to-Action design elements

Call-to-Action is very important for guiding user to accomplish goals (and improve our design KPI). The formula for strong call to action is User action + Goals (+ Urgency).

For example: 

Instead of “Submit” button / or “Click-here” in your banner

Give more context: 

“Submit Here to Get Your Report Now”

“Come Daily and Get Rewards!”

“Download The Full Research Today.”

and so many more… If you are working on limited space app, or very obvious page goal such as checkout, review, etc. (User have to checkout/submit review, etc.), then you can miss this step. Always look at the context and make design-decision effectively.

4. Persuasive and Clear copy

Instead of explaining technical features, or UX keywords, business jargons, etc. that user don’t understand to show how smart and high-level your company / brand / product is. Use a very simple, clear, and easy-to-understand user-language. 

Picture worth thousand words. But doesn’t mean, you don’t work on your copywriting, the more clear your language is, the more trustworthy and reputable your company / brand / product is.

5. Social Proof & Urgency / Scarcity

Social proof is created by actions / reviews / opinions of the crowd. It enhances the “Me too” factor or “FOMO” Fear of missing out. The major advantages is authentic believability. AND urgency (limited time available) and scarcity (limited supply) also increase your design for conversion.

and So many more design elements… that improve your design conversion across the entire customer journey, I will continue to share next time and also Service design blueprint.

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