When we think about what makes an online course successful, we should start with how users get into contact with the course in the first place. Regardless of why visitors land on your course website or how they heard about the course, they all take into account their first impression of the platform before making a decision. And that is what we need to act on.
We have to ensure that visitors become learners, and we need to put everything in place for an exceptional user experience. Only then can we increase our conversion rates.
Read more: 7 Cognitive biases to boost conversion rates in online courses
Starting from how the overall page looks in terms of the fonts, colors, and alignment of text, images, and videos, to the platform’s actual content and functionality, we have to consider every aspect that takes us a step closer to users taking action.
Although the courses are online, we still have to deal with people and their needs. For that reason, we have to consider all the aspects that contribute to a seamless experience from the beginning.
5 Elements of conversion-focused e-learning design
These essential elements are connected to our psychological response to different stimuli, which we should consider when designing our e-learning page.
Here are five elements to take into account:
Your page should be easy to read on any device. In this respect, typography is a very important characteristic to consider. The fonts and sizes of your text determine whether or not your online course offer will be read and understood, liked or not.
To choose the right font and size, you need to check how the text appears as a whole. If the letters are too crowded, words may be difficult to read. If the size of the text is too small or not adapted to multiple screens, your page visitors will struggle to follow your message or leave in an instant.
Typography should be used wisely, without strange combinations, illegible fonts, or too many capital letters and multiple text sizes, so that it complements your text and makes your message more memorable.
On any web page, people need both symmetry and asymmetry in how elements are arranged.
According to the Law of Pragnanz and the Von Restorff effect, the human mind associates similar things into meaningful sequences and spots the odd elements. When designing your page, you should place the most important information in isolation, in an asymmetrical position, or have key features enhanced by size and color. This way, people get the gist of your text and remember the message that stood out.
Also, you need to consider the color palette you use due to the psychological effects of certain colors on people's moods. Colors and symmetry can generate various reactions and can make the difference between a quick exit or a purchase. If you use orange, yellow, and green colors, you are more likely to convert than if you choose red or black.
The page layout is crucial from a visual perspective. People usually scan the page from left to right and scroll down from top to bottom, with some hot spots they focus on along the way. You can consider two page layouts for your design: the F-like pattern or the Z-like pattern.
Take a pattern into account when you arrange items on the page. From big to small elements, from essential information to less important details, you need to make sure you put everything in the right place. Otherwise, visitors will feel overwhelmed by a chaotic design.
First of all, there needs to be a balance between texts and/or visuals and white space, also known as blank space.
Your page should be informative but not over-the-top. If you add too much information, color, visuals, videos, and text, you'll make your visitors tired and unable to focus.
Also, according to the Hick-Hyman Law, the more things people need to analyze, the harder it is for them to make a decision. And this is exactly what you need to avoid.
You want users to take their time to understand your product and take action. In this context, the white space on your page will balance the multitude of elements on your page and offer rest for the eye. So keep it simple.
Make sure your page offers a straightforward experience. Users should navigate easily on your page and achieve things right away, like creating an account, subscribing to a newsletter, or starting a free trial. So make sure you place your CTA buttons appropriately.
Read more: Revisiting your CTAs as a knowledge entrepreneur
Add essential information to help users convert, like authentic reviews and a video tutorial about your course. Remember that people mirror others, and if they find good and credible reviews, they are more likely to join your course.
Make your tutorial clear, short, and convincing. Also, if you offer a bonus or a time-limited discount,that can greatly increase your conversion rate
All in all
E-learning design has two purposes: to look good and enhance the information on your page or platform. The trick is to keep a balance between the two and not let one overtake the other.
If you have an outstanding design with out-of-the-top features, people will focus on it and not remember the information you want to share.
Conversely, if you struggle to offer clear and concise information, even after considering the laws of design, but can't balance everything out, your offer will not be trusted.
So, find the balance!