In the second blog on conversion centered design, we are tackling principle two, context. Context defined is the circumstances that form the setting for an event, statement, or idea, and in terms of which it can be fully understood and assessed. In conversion centered design, context means considering how the source got to your landing page. And if the content and offer make sense to them.
Ask yourself: are users receiving enough information to convert?
You have to consider the context. How did they get there? If someone clicks to your landing page from a pay per click (PPC) ad or promoted tweet, then they probably aren’t very familiar with your brand. They do possibly, however, have a challenge that your business can solve. The landing pages you design that link from these sources must carefully consider context. They should focus on the challenge and how you can solve it. What kind of offers might this type of prospect be interested? They probably aren’t ready to request a quote, demo or consultation. An eBook that is informational and drives toward a solution would be a much more strategic offer and one that should get more conversions. Providing great content that talks about their challenges helps your brand’s credibility as well.
If someone reaches your landing page from an email campaign or website, they are probably more familiar with your brand and may be further along in their buying journey. These pages can bring prospects further down the funnel. They may be ready for the quote, demo or consultation offer. Your design can create a pathway to conversion, especially when you emphasize context.
Testing these hypotheses by understanding landing page sources can help you fine tune context and increase conversions.
Taking context in to consideration is extremely important in conversion centered design. It will help you organize copy better, pick the right types of photos and determine how your form should look and what information you should request.