Great designers don’t solely focus on making things pretty. They often also focus on the business goals, like getting more customers and increasing sales, which help you justify your salary and help you get ahead faster in your career. The most effective designs that convert don’t trick users (and ethical designers don’t trick users anyway).
Great designs that convert do each of these:
- Effectively communicate the benefits of your product.
- Educate users how to actually achieve the most out of using the product.
- Make it easy to accomplish those goals.
Conversion and growth isn’t about black magic or tricking your users into doing something they don’t want to do. It’s mainly about process. You start with a hypothesis, you implement it, you run a test, and then you learn what worked and why. Then you try again. After some months, you’ll notice you’ve likely grown your conversions by a fairly large amount.
From a tactical standpoint, there’s three simple ways to help your product grow:
- Increase the number of people aware of the product and coming to the website.
- Increase the number of people signing up + converting to paid users.
- Increase the revenue per user or average size of orders.
Your first task is to make sure you have data for all three of those steps. Once you have data, your goal is to focus on the 1-2 steps that are performing the worst. Spend time learning from your customers, make some hypotheses, and start testing new designs. Do the numbers get better? Rinse & repeat. Cycle through improving each stage of your customer conversion funnel a little bit at a time, and you’ll realize after some months that the growth has compounded.
That’s the perfect place to start. Follow the process, make sure you’re truly helping customers, and use data to confirm what's actually working. Use the links below to dig in deeper and learn how to be a more effective designer.