7 Principles of Conversion-Centered Design

7 Principles of Conversion-Centered Design: The Higher Ed Edition


Brendan Sera-Shriar, Co-Founder and Conversion Strategist at Montreal-based design firm DayChamp, shared his approach to the seven principles of conversion-centered landing page design at #Converge2017.

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Colleges and universities are constantly on the hunt for prospective students who fit their target, and landing pages are an integral component of any successful digital recruitment campaign. Here are seven principles to guide your landing page design and strategy:

  1. Attention ratio
    This is the ratio of interactive elements (links) on a page vs. your conversion goal—inquire about my MBA program, download a brochure, attend an info session. Always focus the user’s attention on one thing and one thing only.
  2. Credibility
    Use trust signals and be transparent. People need to trust your brand if they’re going to give you anything—an email, a phone number or even their name. Add testimonials and authentic images to establish trust with users who visit your page.


  1. Conversion coupling
    Consistency is key. This is the pre-click experience vs. the post-click landing experience. Make sure your ad creative and messaging match what’s presented on your landing pages.
  2. Contextual design
    Put the user’s experience into context with his/her environment. It’s easy to highlight accolades, use jargon and think within the scope of what you want external audiences to know about your program. It’s more difficult, but absolutely imperative, to put yourself in your prospective students’ shoes. Make sure the experience and content on your landing page will make sense to the user.
  3. Congruent Design
    Ensure all elements—colors, fonts, forms, buttons, images, text—on your page produce a cohesive experience. All elements should work together, not against each other.


  1. Clarity
    Landing pages should deliver a simple, easily digestible and delightful experience. Make the next step clear and uncomplicated for users.
  2. Conversion Continuance
    Find ways to encourage additional conversions. Include kickback emails, implement thank you pages, registration confirmations or workflows with additional calls-to-action that guide prospective students through the enrollment process.


Want more landing page best practices?

Follow DayChamp on Twitter and check out this infographic that details key components of high-performing landing pages for colleges and universities.

Gina Patterson
Gina Patterson
April 18, 2017