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7 Principles of Conversion-Centered Design with Oli Gardner of Unbounce

CTA: Using conversion-centered design to effectively boost your Call-To-Action

As Oli Gardner of Unbounce states in his video “7 Principles of Conversion-Centered Design” https://www.youtube.com/watch?time_continue=2&v=w87hTii1Dao one should “never start a marketing campaign without a dedicated landing page”. The key challenge in good web design is to get viewers to take appropriate action on a specific campaign goal while viewing a landing page.

I came across the new Boy Scouts of America website https://www.mtcbsa.org/ that utilizes conversion-centered design perfectly. The key Call-To-Action, Join Now button, is an attention-driven anomaly placed above the fold in the landing page. This largest round shaped Join Now button, stands out from the less important smaller ellipse shaped buttons.

Interestingly, the Boy Scouts website takes the conversion-centered design to another level by use of video. Remember the old adage “A picture is worth a million words”. Well logically, a video is worth a million words times 60 frames per sec times the number of seconds. This excellent Boy Scouts video not only shows what scouting is about but also keeps you looking at the main Call-To-Action button for an extended time. Nice!

Scrolling down below the fold of landing page with video, another hierarchy of buttons exist. This third level of buttons has new shape and color. The tree structure of all Call-To-Action buttons is:

Level 1:
Join Now

Level 2:
New Parents
Scouts
Volunteers
Alumni
Upcoming Events

Level 3:
Donate Now
Training
Camping
Activities

Now let’s consider Attention Ratio which is the ratio of the number of things you can do on a page to the number of things you should be doing. The one key conversion goal on home page is to “Join Now”, but attention ratio for this CTA is diluted to 10:1

This situation lends itself well to A/B testing. Assuming the intent is to increase Boy Scout membership, then test a new layout by removing 3rd level CTA buttons. If membership requests significantly increase, determine if removal of 2nd level CTA buttons also has a significant impact on membership requests. Only through A/B testing can one determine the optimal level of CTA buttons on this landing page.

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