CONVERSION OPTIMIZATION: THE UNIVERSALS OF

CONVERSIONPresented in May 2015

By Juho Tunkelohttp://www.juhotunkelo.com

1. CATER TO SELF INTEREST

SELF-INTEREST RULES…

• Examine Analytics to find out what they’re REALLY looking for, what they react to… and what they completely ignore.

• Ask them directly: what is it that you want? Human insights complement the numeric data. (exit survey / email questionnaire / customer appreciation day)

• Let the discover what they want and observe. Use product selector widgets to uncover their true needs.

2. PRIME THE ATTENTION ON THE HOME PAGE

THE MOST VALUABLE REAL ESTATE YOU HAVE!

• Create a true product highlight worthy of their attention - and your cashflow.

• Introduce a product selector if you have a large selection and prospects have difficulty choosing or finding theirs

• Institute a prominent lead generator to capture those leads at a low, low barrier to entry, high CTR and then sell for free

3. REDUCTION OF CLICKS

PEOPLE EVERYWHERE WANT FAST & EASY… MAKE IT HAPPEN• The order/checkout process is almost always too long,

drawn out, takes too long to go through, complicated, asks for too many things… you get the picture.

• Your navigation structure is too complex or non-intuitive so people get lost. Think mobile, too!

• Your link naming is too general/generic - this is a UX ‘sin’ often seen but rarely seen as a problem. Too widespread. Usability guru Jared Spool in 1997: “Give them more of an idea, and they’ll give you more of their attention and action”

4. THE RIGHT USE OF COLOR

YES, COLORS MATTER BUT…

• Colors matter much less than you probably think. People assume a symbolic representation called language first.

• Think Facebook Split - dark blue for respectability, fire engine red for action, alerts, standing out. Big publishing houses still use this almost exclusively.

• Orange in order buttons is a given these days due to Digital Marketer & Amazon, but test this together with written links

5. TAKE INTIMIDATION OUT OF THE ORDER PROCESS

IT’S NOT JUST THE SENIOR CITIZEN…

• Reduce the amount of steps required in checkout, in signups, everywhere where action is required. Lower the barrier, simplify the visuals, remove the clutter.

• At each step, use guidance and prompts. Every single time, this raises conversion 5-25%. Combined… much more than that.

• Make the order process clear - visually and conceptually.

• Give eye direction and visual cues.

• Seamless payment processing and mobile & local options.

6. NEVER, EVER CONFUSE THE CUSTOMER

CONFUSE THEM… AND THEY’LL ABORT.

• Do not provide too many options to choose from! Remember the 7+-2 rule…

• Make choosing between options clear. If you need this, choose this. If that, then choose that. Visually, also.

• Use clear, active copy. Ditch the passive structures, holding back and ambiguous hyperbole. Talk to them directly, to their needs and tell them what to do and why.

7. ACTIVE EYE DIRECTION

MAKE IT OBVIOUS WHERE ATTENTION SHOULD GO

• Make the intended #1 ACTIONABLE element clearly stand out on the page.

• SHOW them where to look on the page… use colors, faces, arrows even… and video. Maybe not animation.

• Use motion to show without a doubt where to look, what to do and why. Sparingly. And knowingly.

8. ONE DESIRED ACTION PER PAGE

ONE DESIRE, ONE GOAL…

• Drive traffic that is not generic for starters.

• Make sure your Calls to Action stand out visually.

• Lower the bar for your prospects to act!

9. ALWAYS ELICIT EMOTION

EMOTION SELLS… DETAILS CONFIRM THE SALE

• Don’t even try to ‘convince’ anybody… you’ll just end up looking pushy and needy.

• Promise an EXPERIENCE they’d love to have…

• Use emotional triggers such as fear of injury, fear of loss, being left out, losing out…

10. USE PROVEN PERSUASION TECHNIQUES

CONSULT THE CLASSICS

• Use the Cialdini triggers - the seven basic building blocks of persuasion

• Use Sugarman’s 30 psychological triggers - these never fail, just choose the ones that apply to you.

• Etc.

11. ASK FOR THE OUTCOME

SERIOUSLY, NO BEATING AROUND THE BUSH

• You must ask for it. Don’t assume a thing.

• Remind them of WIIFM - what’s in it for me

• Remind them of the different aspects of the offer you’re making.

12. UTILIZE WHAT PEOPLE ALREADY USE

PEOPLE ARE CREATURES OF HABIT… SO USE THAT!

• For instance: underlined link text in blue…

• Add to Cart buttons even if you’re just selling one thing (Amazon conditioning)

• Think and ask about what they’re used to and love…

13. USE PROVEN DIRECT RESPONSE PRINCIPLES

DAN KENNEDY REVISIT

• Specificity

• WIIFM

• Telegraph your prospects

• etc. etc.

14. GIVE THEM WHAT THEY WANT

“DON’T LOOK FOR CHALLENGES… LOOK FOR SETUPS!”

• Look for what’s already selling… and being searched and bought… then sell even more of that!

• Look for new markets where you can repeat proven success setups you already have.

• Feed the Winners… Not the Losers!

15. LOOK FOR WINDFALLS

LOOK FOR THE WINDFALLS

• Do an 80/20 analysis - do more of the 20%… and even 20% of that…

• Do you have a backend that you are not yet using? This alone could double-triple your business or more…

• Do you have Joint Venture opportunities, just waiting for you to take action and make another windfall. Look into it.

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