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The Role of Conversion in Sales
Reach
Online Presence
Audience Aggregation
Leads Sales SEO, Ads,
Email, Social Media…
Analytics (Metrics, Tools)
Conversion Optimization
You Are Always Converting
Ad to Visit
Facebook Post to Visit / Lead
Tweet to Visit
Email to Visit
Goes to Blog
Becomes Lead
Ad to Audience Aggregation
Visit to Audience Aggregation
Visit to Lead
Lead to Sale
Lead to Sale
Summary: You Are Always Converting
Reach
Online Presence
Audience Aggregation
Leads Sales SEO, Ads,
Email, Social Media…
Analytics (Metrics, Tools)
Conversion Optimization
Understanding Customer Psyche
Majority is not “ready to buy” yet
Ready to Buy
Majority
Never Buy
Majority is Risk Averse
Nobody Wants to Think
Don’t Make Me Work
Source: http://www.back40design.com/
People Don’t Read. They Scan.
Source: http://www.useit.com/alertbox/reading_pattern.html
Blocking Questions / Concerns
☐ What is it?
☐ Is it for me?
☐ What’s the risk?
☐ What does it cost?
☐ Free shipping?
☐ Refund Policy?
☐ …
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.
User Flow & Online Persuasion
Moving People from Entry Points (ads, email, landing page, blog post, home page etc) to Goals (sale, lead,
trial etc)
Mapping User Flow to a Funnel
Stacked Conversion Funnel
Email Lead Lead Generation CTA
Content Page Content Link CTA
Lead Generation CTA
Example: KISSmetrics User Flow
Entry Point: Blog
Flow #1
Flow #2
Flows #3 & #4
Flow #5
Everything Is A Landing Page (in spirit)
It’s About Persuasion. Moving People Forward with
Incremental Buy-ins & Commitments
KISSmetrics Post Trial Sign-up Flow
KISSmetrics Welcome Email
KISSmetrics Push Forward Email
KISSmetrics Evangelizing Email
KISSmetrics Evangelizing Email
KISSmetrics Relationship Email
KISSmetrics Relationship Email
Online Persuasion
Influencing Behavior – Dr BJ Fogg
Motivation +
Ability +
Trigger
Movement
Influencing Behavior for Conversion
(Opportunity - Concerns) +
Readiness +
Call to Action
Movement
KISSmetrics Trigger
KISSmetrics Trigger
KISSmetrics Trigger
KISSmetrics Trigger
Conversion Game
• Move People Forward
– In incremental commitments
– By increasing motivation
• And reducing concerns
• And providing triggers – That are as per current ability
Patterns for Engaging Website Visitors
Top of the Page - Pattern #1
Top of the Page - Pattern #2
Top of the Page - Pattern #3
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
Popup Opt-in
Popup Opt-in Variation
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
Popup Opt-ins “Work” but have a “Cost”
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
Pop-under CTA
Pop-under CTA
Pop-under CTA
Inside Article CTA
Inside Article CTA
Sidebar CTA
Tools You Can Use
Be Innovative
Thanks
Conversion Oriented Landing Page Design
Conversion Oriented Landing Entry Page Design
Common Questions to Address
• What is it?
• Is it for me?
• What does it cost?
• What’s the risk?
• What’s the next step?
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)
What is it?
• Value Proposition
• Product Explanation
• Screenshots / Videos
Value Proposition
• What problem does it solve?
• For who does it solve the problem?
• How is it different from others?
Crisp, Short, Loud – Attention Grabber
Instagram Value Proposition
MixPanel Value Proposition
Unbounce Value Proposition
Product Explanation
• Build upon the headline “value proposition”
• Create a more complete picture in visitor’s mind
Instagram Product Explanation
MixPanel Product Explanation
Unbounce Product Explanation
Video / Screenshot
• Brings the product visualization closer to sensory experiences
• Creates a more concrete picture
Instagram Screenshot
MixPanel (no visuals)
Unbounce Video
Go Extra Length When Needed
CrazyEgg got 510% improvement with long version
Source: http://www.conversion-rate-experts.com/crazy-egg-case-study/
SEOMoz got 170% better Conversion with long format
Source: http://www.conversion-rate-experts.com/seomoz-case-study/
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/
Is it for me?
Speak the language of your visitors. Letting them see themselves in the
picture.
Using Customer Language
Using Customer’s World-View
Sample Customer Profiles
What does it Cost? It’s “What” not “How Much Money”.
What does it Cost?
• Money, of course
• Time
• Learning New Things
• Convincing Team Members
• Risk of Wrong Decision
• Data Import
• Integration
Being on an Email List is also a cost
Minimizing Risk Perception
• Address concerns on extra costs, refunds etc
• Create Familiarity
• Show Social Proof
Address Money Related Concerns
Create Familiarity
• Bring Closer to Senses
• Explain in familiar terms
Social Proof
Social Proof
Social Proof
Social Proof
What’s the Next Step?
Choose Next Step Based on Readiness
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)
