Have you ever considered how much of an impact your design has on your results? Well it’s more than you might have thought. In fact, according to research by DMI, design-focused companies outperform their counterparts by 228%.
Between blogs, social posts, email, landing pages and websites, marketers are creating more content than ever before. Nowadays not only do you have to compete with other industry professionals, but you also have to compete with consumers, who are now responsible for over 100 million new photos every hour and a new blog post every .5 seconds!
With all this competition, how do you make sure your message stands out?
The answer lies in your designs.
But what turns a good design in to a great one that is seen, shared and successful?
According to this article by Campaign Monitor, there are several things your designs must do in order to be successful:
- Motivate a person to take action
- Reduce their anxiety toward the action
- Provide a clear, easy path to conversion
A successful design should motivate your audience to take action by creating a desire for your product or service by showing what it would be like to buy or use it.
How: Use imagery that’s tailored to the audience that allows them to immediately connect with your product/service. For example, create dedicated landing pages using images that mirror the users GPS location - OR - design different email campaigns using images that focus on characteristics and behaviors of the segmented audience.
Insider Tip: Make sure to use high quality or professional photography. AirBnB was able to double their number of bookings in a week simply by enlisting professional photographers to shoot their properties.
Example: Shopify shows that their product is the preferred choice by using a personalized homepage experience based on the users location.
Consumers experience a lot of anxiety before making a purchase or engaging with brands. Is it worth it? Is it the right choice? Is it reliable? The more your designs can help alleviate this anxiety, the higher your chances are of turning them in to customers.
How: Showcase individuals using your product or service. When your audience sees other people enjoying the benefits, it will alleviate anxiety that your product may not be right for them or isn’t worth the money.
Insider Tip: If you have impressive customer numbers or testimonials, find a way to incorporate them in to the design to show that your product is clearly the right choice among competitors. Make sure to place these numbers and testimonials among key content instead of at the bottom of the page or hidden on a dedicated testimonials page.
Example: Xero reduces anxiety by showcasing the number of customers they have using their product and highlighting user testimonials.
Provide a Clear, Easy Path
Studies show that increasing ease is one of the most effective ways to turn impressions in to conversions.
How: Use simplified designs that draw attention to your call-to-actions and make it clear what the desired action is; limit the amount of choices you offer people in your designs making it easier for people to choose the best option for them; and minimize the number of steps people need to take to convert.
Insider Tip: Every step in the conversion process is just another point where the user can drop out, so keep your process simple and eliminate any unnecessary steps.
Example: Unbounce increased their webinar signups by 17% when they limited their session choices to three.
Keep these factors in mind when creating your designs and you’re sure to see an increase in engagement and conversions. For more information or statistics, read the full article here.
About the Author: Nicole Momont heads a variety of accounts at IWS ranging from local non-profit organizations to entertainment and retail businesses. She oversees social media and online digital efforts, website launches, media buying, public relations and email marketing; managing everything from strategic planning, implementation, monitoring and on-going analysis.