Take your website's visitors by the hand and guide them towards making a purchase or other business goals.

1. (Web)Design for Conversion
Jochen Wolters, UX Designer | @Jochen Wolters

2. Convert site visits to …?Convert site visits to
business achievements

3. Make buying simple,
obvious,
convenient

4. Gestalt Laws

5. Gestalt Laws
noun, [guh-shtahlt, -shtawlt], (German):
The essence or shape of
an entity’s complete form.

6. Gestalt Law of Similarity

7. Gestalt Law of Proximity

8. Gestalt Law of Closure

9. sources: fontsinuse.com/uses/6947/braun-tg-60-tape-recorder

10. Eight Golden Rules
of Interface Design
Ben Shneiderman’s

11. 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

12. 7 ± 2
source: www.musanim.com/miller1956/
“Chunks” of Information

13. sources: headphone.com, amazon.com

14. Make buying simple,
obvious,
convenient

34. Laptop… Families Models
11 112
3 12

35. “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.”

36. source: Barry Schwarz, “The Paradox of Choice;” photo: flickr/christaface
Flavors Sales
6 30%
24 3%
The Jam Study

37. source: sweetwater.com

38. source: sweetwater.com

39. Nudging
Slightly unfair techniques to
nudge your visitors towards
a purchase…

40. Nudging: Social proof
source: Apple App Store

41. Nudging: Urgency

42. Nudging: Scarcity
source: united.com

43. Nudging: Try-before-you-buy

44. Nudging: Try-before-you-buy
source: barnesandnoble.com

45. Nudging: Try-before-you-buy
source: barnesandnoble.com

46. Nudging: Humans

47. Pro Tip:
Test your assumptions!

48. Add Products to Cart
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A
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50. $300 Million
Additional annual revenue at $25B retailer
source: http://www.uie.com/articles/three_hund_million_button/

51. Make buying simple,
obvious,
convenient

52. Thank You.
http://www.slideshare.net/jochen_wolters