{"id":1764,"date":"2016-03-20T12:10:31","date_gmt":"2016-03-20T17:10:31","guid":{"rendered":"https:\/\/2016.minneapolis.wordcamp.org\/?post_type=wcb_session&#038;p=1764"},"modified":"2016-03-21T10:09:09","modified_gmt":"2016-03-21T15:09:09","slug":"the-path-to-conversion-storytelling-through-theme-design","status":"publish","type":"wcb_session","link":"https:\/\/minneapolis.wordcamp.org\/2016\/session\/the-path-to-conversion-storytelling-through-theme-design\/","title":{"rendered":"The Path To Conversion: Storytelling Through Theme Design"},"content":{"rendered":"<p>Most discussions and talks on WordPress theming are focused on development, but to write the code for and develop a WordPress theme, you first need design.<\/p>\n<p>Web design plays a critical role in setting the tone of a website, focusing visitors&#8217; attention, and guiding them through the site to a conversion with as little friction as possible. It also is responsible for shaping brand perception, audience emotion, and telling a story that not only produces results but resonates with clients and customers.<\/p>\n<p>At it&#8217;s core, design is the visualization of the why.<\/p>\n<p>In this presentation we&#8217;ll cover:<\/p>\n<ul>\n<li>Understanding the brand story and site visitor journey<\/li>\n<li>Conversion path planning and creating a natural website flow<\/li>\n<li>Purpose driven theme design focused on asking why<\/li>\n<li>Long-term design thinking focused on asking how<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Most discussions and talks on WordPress theming are focused on development, but to write the code for and develop a WordPress theme, you first need design. Web design plays a critical role in setting the tone of a website, focusing visitors&#8217; attention, and guiding them through the site to a conversion with as little friction [&hellip;]<\/p>\n","protected":false},"author":13848243,"featured_media":0,"template":"","meta":{"_crdt_document":"","jetpack_post_was_ever_published":false,"_wcpt_session_time":1463859000,"_wcpt_session_duration":3000,"_wcpt_session_type":"session","_wcpt_session_slides":"","_wcpt_session_video":"","_wcpt_speaker_id":[1552],"footnotes":""},"session_track":[185,297250],"session_category":[],"class_list":["post-1764","wcb_session","type-wcb_session","status-publish","hentry","wcb_track-design","wcb_track-room-4"],"jetpack_sharing_enabled":true,"jetpack_shortlink":"https:\/\/wp.me\/p6CvCd-ss","session_date_time":{"date":"May 21, 2016","time":"2:30 pm"},"session_speakers":[{"id":"1552","slug":"jennifer-bourn","name":"Jennifer Bourn","link":"https:\/\/minneapolis.wordcamp.org\/2016\/speaker\/jennifer-bourn\/"}],"session_cats_rendered":null,"_links":{"self":[{"href":"https:\/\/minneapolis.wordcamp.org\/2016\/wp-json\/wp\/v2\/sessions\/1764","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/minneapolis.wordcamp.org\/2016\/wp-json\/wp\/v2\/sessions"}],"about":[{"href":"https:\/\/minneapolis.wordcamp.org\/2016\/wp-json\/wp\/v2\/types\/wcb_session"}],"version-history":[{"count":3,"href":"https:\/\/minneapolis.wordcamp.org\/2016\/wp-json\/wp\/v2\/sessions\/1764\/revisions"}],"predecessor-version":[{"id":1931,"href":"https:\/\/minneapolis.wordcamp.org\/2016\/wp-json\/wp\/v2\/sessions\/1764\/revisions\/1931"}],"speakers":[{"embeddable":true,"href":"https:\/\/minneapolis.wordcamp.org\/2016\/wp-json\/wp\/v2\/speakers\/1552"}],"author":[{"embeddable":true,"href":"https:\/\/minneapolis.wordcamp.org\/2016\/wp-json\/wporg\/v1\/users\/jenniferbourn"}],"wp:attachment":[{"href":"https:\/\/minneapolis.wordcamp.org\/2016\/wp-json\/wp\/v2\/media?parent=1764"}],"wp:term":[{"taxonomy":"wcb_track","embeddable":true,"href":"https:\/\/minneapolis.wordcamp.org\/2016\/wp-json\/wp\/v2\/session_track?post=1764"},{"taxonomy":"wcb_session_category","embeddable":true,"href":"https:\/\/minneapolis.wordcamp.org\/2016\/wp-json\/wp\/v2\/session_category?post=1764"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}