Design Tips to Convert More Customers | Design Review

TL;DR

Pete Kuman and Aaron review four websites (Rivet, decoherence, Solve Intelligence, InEvent) focusing on conversion funnel optimization. Key findings: reducing competing CTAs, mapping and cutting unnecessary steps to reach the aha moment, embedding forms directly on the page, repeating CTAs throughout, addressing objections like "no credit card required," and using social proof to build trust.

Key insights

• More competing calls-to-action on a page decrease the likelihood of any action being taken (paradox of choice).
• The signup process can talk users out of converting; map the funnel from landing to aha moment and cut unnecessary steps.
• Offering a single sign-in option (e.g., Google login) instead of multiple options reduces friction and increases conversion.