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Designing for Growth, Academy Xi

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Designing for Growth, Academy Xi

  1. 1. Designing for Growth Optimising UI / UX for conversions and leads
  2. 2. Hayden Bleasel Head of Product at Spaceship meetup.com/Sydney-Designers-Meetup/
  3. 3. Good designers focus less on UI / UX and more on consumer psychology
  4. 4. 1. Landing Pages 2. Signup Forms 3. Capturing Leads 4. Pricing Pages 5. Call to Action 6. Navigation 7. Push Notifications
  5. 5. Landing Pages • InstaPages, Webflow, etc. • https://land-book.com/ • Checklist (CONVERTS): • Call to Actions • Offer • Narrow Focus • Vital Attributes • Effective Headline • Responsive • Tailored • Social Proof
  6. 6. Signup Forms • Which one converts better? • Less is more — remove friction • Optional is really required • Generate leads, not customers • Emails — what can you remember? • Convey your value proposition • What happens next? • Obviously… make it beautiful
  7. 7. Capturing Leads • Multi-step over single-step • Simplify each component • Sunk cost fallacy • Investment psychology • Progressive updates • Conditional logic • Exclusivity? Scarcity? • Follow up through email • Smart defaults • Use the DOM wisely
  8. 8. Pricing Pages • https://dribbble.com/search • https://uigarage.net/ • http://www.pricingpages.xyz/ • Price anchoring, scarcity • Focus on benefits • Order from cheap -> expensive • Add recommended plan • “The Obvious Choice” • FAQ, Live Chat as “benefits”
  9. 9. Call to Action • Primarily above the fold • Halfway down • Sticky (on the navbar) • Just above the footer • Powerful and descriptive • Complimentary subheading • Benefit statements • AIDA • Complexity vs. Placement
  10. 10. Navigation • Easy navigation to action pages • Mega dropdown menus • Indentation for hierarchy • Multiple font-sizes • Optimise order of items • Highly standardised style • Be concise on higher levels • No more than one dropdown
  11. 11. Bonus: Push Notifications • Previously reserved for mobile • Incredible method of engagement • Follow up leads, encourage reuse • Native notifications • OneSignal, Roost, PushCrew

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