What is Conversion Centered Design (CCD)?

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CCD is a discipline targeted specifically at designing experiences that achieve a single business goal.
It seeks to guide the visitor towards completing that one specific action, using persuasive design and psychological triggers as devices to increase conversions.
Landing page design principles sit at the heart of CCD. A landing page being a standalone page that uses congruent design – working toward a single collective purpose – to usher your visitors toward the finish line, be it educating them about your product/service or the collection of personal data or purchasing your product or service.
Using these principles in website design facilitates “guiding” visitors to reading and doing what you want (business goals) rather than them embarking on a self-guided exploration of your site.
The effectiveness of CCD compared to a typical homepage, uses the principle of ‘less is more’ which can be illustrated by comparing the number of links (leaks) on each type of page. Less links being the optimal scenario for a high converting page, as the visitor has little choice but be guided by strong Calls To Action (CTA) that should be targeted at typical client problems (pain) and/or solutions (pleasure). This might include a home page slider addressing these problems or solutions and a CTA button taking them to your offering and the only option on that page is completing your business goal, email, purchase, call.

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