Corso Designing for Conversion: Design Principles and Techniques

Course delivered in English
Lessons: 5
Level: Beginners/Intermediate
Access: Free Online Course (Audit)

Maximize the value of your design work by focusing on testing, and optimizing store designs. Discover tangible techniques - from A/B testing to card sorting - to help iterate and improve your client’s sales.

This is the second course in the Designing for Conversion series — exploring how you can optimize the user experience on your clients’ stores, and increase conversion. The first course in the series is Introduction to Design Psychology. Design Testing and Iteration is the next course in the series.

INTRODUCTION

• Focusing on practical considerations

CHAPTER 1: TIMING

• Understanding the customer journey
• Risks and rewards
• Knowledge check

CHAPTER 2: COPY TO CONVERT

• Crafting careful copy
• Credibility
• Benefits and features
• Clarity and conciseness
• Trust and tone
• Knowledge check

CHAPTER 3: DESIGN PRINCIPLES FOR CALLS TO ACTION

• Six approaches for an effective CTA
  1. Positioning
  2. Imagery
  3. Negative space
  4. Screen real estate
  5. Contrast and color
  6. Animation
• Knowledge check

CHAPTER 4: COUNTERING CART ABANDONMENT

• Combating dropout
• Remove distraction
• Provide positive reinforcement
• Create a sense of positive progression
• Continually communicate during delivery
• Knowledge check

CHAPTER 5: CONCLUSION

• Putting psychology in action
• Next Steps
• Feedback

Almost all websites want users to take some form of action, from signing up to a newsletter to completing a contact form. Nowhere is this more apparent than on ecommerce sites. Ecommerce sites have a singular aim of encouraging conversions. Sometimes, this aim is more complicated than one might suspect.

In the previous course on design psychology, it was suggested that understanding how people think and make decisions is crucial to conversion. Factors such as choice paralysis, cognitive load, and the lizard brain fundamentally influence our decision to act.

In this course, we’ll focus on more practical considerations. These will include:

• Identifying the optimal time to ask the user to act
• Writing compelling copy that encourages action
• Maximizing the visibility of calls to action to ensure they are seen by users
• Countering cart abandonment

By the end of this course, students will be able to create a call to action process that:

• Engages users’ attention
• Encourages them to take initial action
• Motivates them to complete a transaction
• The first step in achieving that objective is to consider the optimal moment to ask users to act.

This course is managed by the external partner Shopify Partner Academy. To take this course you will need to register on their Academy platform where you can take advantage of this and other courses offered. Shopify Academy will not issue you a Certification. We will do it!

Once you have finished the course, go back to the course page in Guilds42 to upload proof of completion (jpg / png / pdf). Your document will be evaluated and if appropriate and verifiable, you will find this certification validated in the dashboard.

Please note
This course takes approximately 30 minutes to complete but may take more or less time depending on your existing knowledge and experience. Your progress will be saved so you can leave or resume the course at any time.