What Are the 7 Principles of Conversion-Centered Design?

Principle #1: Create Focus – The foundation of conversion-centered design is focus. Learn why it matters to focus your audience on one goal at a time, and how design can hold their attention.

Principle #2: Build Structure – Structure your page to influence visitors and guide them to action. Learn how to design your information hierarchy and set up your page layout.

Principle #3: Stay Consistent – Keep your pages consistent with ad matching, and design guidelines to bring in more conversions.

Principle #4: Show Benefits – The images on your page aren’t just there for show. Learn how to choose visuals that showcase the benefits of what you’re selling.

Principle #5: Draw Attention – Use your design to draw attention to the elements that matter most. Here’s how to attract visitors to your CTA buttons using colors and typography.

Principle #6: Design for Trust – Create social proof like testimonials and customer logos to build visitor confidence and prove credibility.

Principle #7: Reduce Friction – Make it as easy as possible for your visitors to convert. Here’s how to optimize your forms and mobile pages to create a seamless experience.

Principle 1: Create Focus

Every time you create a landing page, you’re competing against all the stuff out there that might distract your target audience. Some of this you can’t control—like an Instagram notification, or a juicy bit of gossip coming about a coworker. But many distractions you can control—like the links on your page, or how many options you give visitors.

That’s why the first principle of conversion-centered design is to create focus. Every design element you include on your landing page should be in service of one, singular campaign goal.

WHY FOCUS MATTERS IN CONVERSION-CENTERED DESIGN