18. Don’t Make Me Work
Source: http://www.back40design.com/
19. People Don’t Read. They Scan.
Source: http://www.useit.com/alertbox/reading_pattern.html
20. Blocking Questions / Concerns
☐ What is it?
☐ Is it for me?
☐ What’s the risk?
☐ What does it cost?
☐ Free shipping?
☐ Refund Policy?
☐ …
21. Customer Psyche - Summary
• Majority is not “ready to buy” yet.
• Majority is “risk averse”.
• People don’t want to Think.
• People want friction-free experience.
• People don’t read. They scan.
• There are blocking questions / concerns in
people’s head.
48. Conversion Game
• Move People Forward
– In incremental commitments
– By increasing motivation
• And reducing concerns
• And providing triggers
– That are as per current ability
53. Top of the Page – Key Information
• Almost certain to get noticed
– Attention is short as the eye moves to more
meaty areas on the Page
• New visitors are more likely to be
converted off a separate page
• Better for Building Audience compared to
Generating Lead
56. Pros & Cons of Popup Opt-in
• Con: Poor User Experience
• Pro: More Opt-ins
– Social Media Examiner increased average
daily opt-ins by 300%
– Famous Blogger got more than 400% boost
– Stay On Search got 300% better results
– Dragon Blogger got 17 opt-ins in a week
compared to 2 in a week before
Source: http://kikolani.com/the-case-for-and-against-popup-opt-in-forms.html
58. Parameters To Tune
• Delay in showing the Popup
– Let the visitor get comfortable
• Keep a gap of minimum # of Page Views
• Keep a gap of minimum # of days
73. Common Questions to Address
• What is it?
• Is it for me?
• What does it cost?
• What’s the risk?
• What’s the next step?
74. Common Questions to Address
• What is it? (opportunity)
• Is it for me? (opportunity)
• What does it cost? (concerns)
• What’s the risk? (concerns)
• What’s the next step? (Readiness + CTA)
75.
76. What is it?
• Value Proposition
• Product Explanation
• Screenshots / Videos
77. Value Proposition
• What problem does it solve?
• For who does it solve the problem?
• How is it different from others?
95. CrazyEgg got 510% improvement
with long version
Source: http://www.conversion-rate-experts.com/crazy-egg-case-study/
96. SEOMoz got 170% better
Conversion with long format
Source: http://www.conversion-rate-experts.com/seomoz-case-study/
97. PipeDrive got 300% increase with
short version
Source: http://blog.pipedrive.com/2012/04/pipedrive-now-has-1000-paying-customers-and-how-we-got-here/
123. Summary
• What is it? (opportunity)
• Is it for me? (opportunity)
• What does it cost? (concerns)
• What’s the risk? (concerns)
• What’s the next step? (Readiness + CTA)
