{"id":38905,"date":"2024-03-06T16:01:15","date_gmt":"2024-03-06T21:01:15","guid":{"rendered":"https:\/\/www.litmus.com\/?p=38905"},"modified":"2025-09-04T10:35:58","modified_gmt":"2025-09-04T14:35:58","slug":"conversion-centered-design-email","status":"publish","type":"post","link":"https:\/\/www.litmus.com\/blog\/conversion-centered-design-email","title":{"rendered":"How To Create Emails That Sell With Conversion-Centered Design (CCD)"},"content":{"rendered":"\n\n\t
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Are your emails not converting as well as they should? While you\u2019re switching up your copy or content to optimize the subscriber experience, you might be overlooking one very critical element: design.<\/p>\n

Design isn\u2019t just about making things look pretty. And beautiful designs alone don\u2019t automatically equate to high performance. If you want to create good looking emails that sell, you need conversion-centered design.<\/p>\n

What is conversion-centered design?<\/h2>\n

Conversion-centered design (CCD) is exactly that: design that\u2019s focused on conversions. Think of your email\u2019s main goal. Then, use persuasive design and psychological triggers to help guide people toward the action you want them to take. It\u2019s not a trick; it\u2019s CCD. But how exactly can you achieve that?<\/p>\n \t\t\t<\/div>\n \t\t<\/div>\n \t<\/div>\n <\/div>\n<\/div>\n\n\n

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Ensure your CTAs are a home run<\/strong><\/h2>\n\t\t\t \n\t\t\t \t\t\t\t\t

Get automatic notifications when a broken or slow-loading link is detected, so you can fix it before it reaches your subscribers with 24\/7 Link Monitoring in Litmus Email Guardian.<\/p>\n\t\t\t\t\t \n\t\t\t \t\t <\/div>\t\t\t \t\t

\n\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\tProtect your emails\t\t\t\t\t\t<\/a>\n\t\t\t \t\t <\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t <\/div>\n <\/div>\n <\/div>\n<\/div>\n\n\n\n\t
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9 tips to create high converting emails<\/h2>\n

There are several principles of CCD, all of which can be applied to email marketing. I\u2019ll show you how.<\/p>\n

1. Fulfill the expectation set by the subject line<\/h3>\n

This tip isn\u2019t just about design. As a solid foundation, your entire email needs to be cohesive in its singular goal\u2014from the subject line to the call-to-action inside. This means not using misleading tactics that trick subscribers into opening your email. This is the opposite of CCD and will lead to lower conversions.<\/p>\n

Additionally, your email should map to the destination, as promised by both your subject line and the content of your email. No bait and switch: What got your subscriber to open and click should lead to exactly that. It should be about providing a consistent journey, starting with the subject line through all the way to the landing page. This upholds expectations and helps build trust for the long haul.<\/p>\n

For more on how to get opens, clicks, and<\/i> conversions, check out these subject line tips<\/a> from email experts. Note: if you wrapped an ESP migration<\/a>, re-validate redirects, UTM conventions, and templates in your new ESP, so can fulfill the expectation set by your subject line.<\/p>\n

2. Consider verbs that tease in your CTAs<\/h3>\n

No amount of design can help a poor call-to-action (CTA). So before we talk about design considerations, make sure you nail your CTA.<\/p>\n

A good CTA doesn\u2019t merely amplify the act<\/i> of proceeding, it amplifies the value<\/i> of it.<\/p>\n

Your subscribers didn\u2019t wake up looking to download or sign up for anything. Instead, they may have woken up wanting<\/i> or needing<\/i> something. Your button text should reflect the latter and tease\u2014or set the expectation of\u2014what your subscriber will encounter next.<\/p>\n\n\n\n\n\n\n
To sell a\u2026\u00a0<\/strong><\/td>\nInstead of\u2026\u00a0<\/strong><\/td>\nTry this\u2026\u00a0<\/strong><\/td>\n<\/tr>\n
Project management app<\/td>\nDownload now.<\/td>\nStart planning.<\/td>\n<\/tr>\n
How-to blog post<\/td>\nLearn more.<\/td>\nShow me how.<\/td>\n<\/tr>\n
Pair of sneakers<\/td>\nBuy today.<\/td>\nRun faster.<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

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3. Draw focus to your CTA with encapsulation<\/h3>\n

Encapsulation is the wrapping that you put the most important content in. The idea is to make it clear to the reader that the content is important to them. An example would be to centre a CTA within a tunnel or window. This could be achieved using photography, a pattern, or a radial gradient.<\/p>\n

\"draw-eye-to-cta\"
Drawing the eye to the CTA with a background image<\/a><\/figcaption><\/figure>\n
\"radial-background\"
A radial background can draw attention to the CTA<\/figcaption><\/figure>\n

Interested in this approach? Learn how to do it with these helpful blog posts:<\/p>\n