How To Optimize Your Design For Growth Funnel Objectives
No matter where you are at any point in time, there’s a great chance you would easily notice a number of designs communicating different messages. Of course, it’s very easy to notice the obvious in all these designs, such as colour, text, images, and so on. Ironically, there are a lot of not-so-obvious concepts in any proper design that make it effective in passing the message across in an effective manner, and it all boils down to design optimization.
Design in itself relies on content, as it’s what gives it the intended meaning. However, the buck falls on the designer to optimize the content with respect to certain objectives so it drives impact.
Optimizing Design For Growth Funnel Objectives
Every design passes a message across, and these messages are in line with a set of objectives, so it’s important the design effectively does justice to this. There are two main objectives a design can effectively drive impact in with respect to the growth funnel, they are awareness and consideration.
AWARENESS
Here, the business is looking to showcase itself in the market. Creatives for driving awareness are usually the first ones a business publishes and they mainly entail who the business is, what they are offering, and a call-to-action.
Recommended Design Practices
- Make the main message very concise and conspicuous: This is the actual idea you’re trying to communicate to the viewers, so it needs to be easily understood and noticed.
- The Call-To-Action should also be prominent: The call-to-action is how you drive the viewers to your objectives, so it’s important to clearly define it.
CONSIDERATION
This comes after the awareness stage. Here, the business highlights any information that influences the viewers’ buying decision such as pricing, offers, incentives, discounts, etc., and designs in this regard should emphasize these so they drive intended results.
Recommended Design Practices
- Make the introductory message concise.
- Messaging on offers, promos, discounts, etc. should be clearly and visibly detailed: This is the juice of the entire content so it’s important it is emphasized and easy to comprehend.
- The Call-To-Action should be prominent.
Every design incorporates aesthetics and strategy, and understanding how they work hand-in-hand is a good way to publish designs that work towards your objectives at any given period.
Cheers to creating designs that convey meaning and drive impact.