The 3 Reasons They’re Not Converting

Laura Klein@lauraklein

laura@usersknow.com

Who Is This Person, Anyway?

User Experience Designer

Startup Consultant

Author of this book

This May Look Sadly Familiar

There are lots of good tactics for improving conversion...

You’ll probably want a better way to pick one

But First...

What the hell are we talking about here, anyway?

A User can Convert from...

Visitor

• Registered User

Visitor

•

Returning Visitor

Free User

•

Paying Customer

But you know all this already.

The Million Dollar question is...

WHY THE HELL AREN’T THEY DOING IT?

I’m glad you asked.

People Don’t Convert for 3 Reasons

They don’t understand what you’re offering

They don’t have the problem you’re solving

The product isn’t worth what you’re asking

Also known as...

They don’t get it

They don’t need it

They don’t want it enough

They’re not converting because

They don’t get it

They don’t need it

They don’t want it enough

These Are Total Gibberish

What Can Brown Do for

You?

Just Do It

Think Different

SnapCrackle

Pop

You Deserve a Break Today

Sometimes You Feel Like a NutSometimes You Don’t

Test For It

Five Second Tests

Guerrilla Usability

Site Intercept

They’re not converting because

They don’t get it

They don’t need it

They don’t want it enough

The Stupidest Idea You’ll Hear All Day

Test For It

Contextual Inquiry

Observational Testing

Customer Development

They’re not converting because

They don’t get it

They don’t need it

They don’t want it enough

Users Don’t Just Pay With Money

Cost ==

Money

Time

Effort

Pain

Test For It

Pre-Build Commitments

Usability Tests

Price Optimization

Those Three Reasons Again

They Don’t Get ItThey don’t understand what you’re offering

They Don’t Need ItThey don’t have the problem you’re solving

They Don’t Want It Enough

The product isn’t worth what you’re asking

Questions?

Here’s how to find me...

@laurakleinlaura@usersknow.com

UX for Lean Startups from O’Reilly