The relationship between a marketer and a designer can be tricky. By function, they should be symbiotic in existence - marketing needs design to visually convey the messaging marketing is responsible for, and design needs marketing to integrate the pieces that design is responsible for. By experience, however, design and marketing can be quite caustic for two reasons:
Today, as always, issues of style, authority, and subjective preference occupy the attention of too many and distract us from the essentials of our responsibilities. So what do you do? Fortunately, the relationship between a designer and marketer can be rhythmic and impactful. If conversion design is the marriage counselor of marketing and design then as conversion designers, our role is to bridge communication gaps. The key is to focus communication on three fundamental categories that contribute to conversion design:
Let's use a real-life case study to illustrate these attributes at work.
This is an example of one of our clients who is developing a community site. The wireframe looked like this:
After we transferred the wireframe to the designer, the designer came back with this:
Here, the design took direction from the wireframe without imbibing it with the design elements we knew would be necessary for its target personas to be attracted to. We centered our feedback on size, color, and contrast. Here's the direct feedback we gave with a few pieces of information blocked:
The brand and color scheme aren't achieving what we need to. A few notes on both:
Overall, the site is a site for the individuals who tan and are PROUD of it. It is self-expressionistic. It is raw, not too colorful - because it is the people who tan, themselves, who are colorful.
The designer was able to organize those inputs in sizing, color, and positioning. One revision later, this is what we received:
Here, there is a clear hierarchy of importance among the page elements and a more compelling contrast of colors and positioning. Important information is contrasted by size and color, and actionable elements have a common color to communicate that they are closely associated and have a common purpose. With a quick scan, users can grasp which information is vital and what to do once they're convinced this initiative resonates with them.
Overall, the purpose of conversion design is to exploit natural human tendencies. Getting marketing and design on the same page and grounding conversation (and collaboration) in size, color, and positioning will maximize the effect of crafting an effective information hierarchy and define the order in which your users/buyers/consumers will consume content. This, my friends, is the key to a happy marriage indeed.
One of the first in the home decorating products category, Home of Decor's marketing communications needed consistency and its organizational team needed to be on the same page. Its website was outdated and not reflective of the company brand. ... read more »
Every website is different and has unique challenges, needs, and goals. But I would argue there is one thing every single website in the world has in common: Any website can benefit from Conversion Rate Optimization (CRO). CRO is the process of systematically testing variations of your web pages, implementing the winners, and repeating on an ongoing basis with the goal of continually improving your site conversion rate. ... read more »
The average conversion rate of returning visitors is 1.70%