Conversion cheat sheet
Conversion Cheat Sheet - how to improve your website & increase sales
Aug 17, 2014
Sales conversion, interaction design, and copywriting go hand in hand. There are many tricks a web designer can utilise to convey a certain message effectively and with clarity. A smooth user experience in, for instance, a sales funnel of your website can work both ways: it can greatly boost sales and make the user more confident when comparing and buying products or services.
In this presentation we introduce a 10 Points Conversion Plan with tips for enhancing your online product page and sales funnel. The points are inspired on Aartjan van Erkel's book "Verleiden Op Het Internet" (loosely translated: 'Seducing on the internet'). The plan consists of the following points:
1) Remove unclarity
2) Show USP's
3) Increase your reliability
4) Guide the user to the call-to-action
5) Use good hyperlinks
6) Limit choice to avoid losing the user
7) Shortage sells
8) Losing stimulates more than winning
9) Use labels in a concrete way
10) Write clear text
In the presentation we draw inspiration from web sites like those of Simyo, Wunderlist, Square, Notable, Rdio, and Zelf.
In this presentation we introduce a 10 Points Conversion Plan with tips for enhancing your online product page and sales funnel. The points are inspired on Aartjan van Erkel's book "Verleiden Op Het Internet" (loosely translated: 'Seducing on the internet'). The plan consists of the following points:
1) Remove unclarity
2) Show USP's
3) Increase your reliability
4) Guide the user to the call-to-action
5) Use good hyperlinks
6) Limit choice to avoid losing the user
7) Shortage sells
8) Losing stimulates more than winning
9) Use labels in a concrete way
10) Write clear text
In the presentation we draw inspiration from web sites like those of Simyo, Wunderlist, Square, Notable, Rdio, and Zelf.
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Transcript
Conversioncheat sheet
Insights to increase conversion rates from
an interaction design perspective
Inspired by the book of
Aartjan van Erkel‘verleiden op het internet’
Unfortunately only in dutch
10Our handy
conversion planpoints
by sodastudio.nl
1. Remove unclarity
1Give the user the opportunity to compare your product
within the sales funnel.
‘Minutes and text’
Simyo is a dutch telecommunication company (simyo.nl)
1Give feedback and -forward within the sales funnel to
eliminate doubt during the bying proces.
dollarshaveclub.com
Feedback
Feedforward
simyo.nl
1Answer all important questions in the sales funnel
instead of in a seperate FAQ.
2. Show USP’s
2Show USP’s on your homepage. Use bulletpoints
and align them to the left.
notableapp.com
2 Link this to a Call to Action (CTA) button
6wunderkinder.com
2 Describe customer benefits instead of product benefits.
squareup.com
2 Proof your argument and show a concrete example
compareninja.com
3. Increase your reliability
austriandribbblemeetup.com
3 Show how much users you have
notableapp.com
3 Show who your customers are
rdio.com
3 Show who your customers are
3 Show your phone number on every page
insurethebox.com
3 Show your phone number on every page
interaction by sodastudio.nl :)
Zelf is a Dutch insurrance company (zelf.nl)
3 Request certifications and show them
simyo.nl
Consumentenbond is
the Dutch Consumer
Association
3 Request certifications and show them
adayinbigdata.com
3 Compare your product to your competitors
Simyo.nl
Simyo next to
their competitors
4. Guide the user to the Call to Action (CTA)
4 Let people point (or into the direction) to the CTA
yourkarma.com
4 ...or looking up to the CTA
mailchimp.com
4 .......looking downwardsportfoliobox.net
4 ..or let them move to the direction of the CTA
salomon.com
4 Let arrows and lines move in the direction of the CTA
360langstrasse.sf..tv
5. Good hyperlinks
5 Don’t write ‘click here’, but describe the action instead
fastcodesign.com
The user knows where he needs to click
It makes scanning difficult
5 Don’t fully describe the URLsodastudio.nl
6. Limit choice to avoid losing the user
6 Eliminate choiches when possible
getballpark.com
6 Assist the customer in the decision
spotify.com
Explain the benefits of every option
Suggest an option
shopify.com
6 Another example you can show the most popular
7. Shortage sells
7 Show how much products are still available
KLM is a dutch airline company. This shows one of their fly deals. (klm.com)
Days and hours left
when the deals
closes.
“Limit places”
7 Show how much products are still available
etsy.com
77 Give an early booking discountAmericanapparel.net
7Provide the opportunity to get a reminder when
product is back in stock.
bellroy..com
8. Losing stimulates more than winning
8 Describe negative things in a positive way
getharvest.com
‘ Users don’t care about you, the care about themselves and solution to their problems.’
- Peep Laja of markitekt, conversion optimization marketing agency-
bellroy.com
8 Show that your products solves a problembellroy.com
9. Use labels in a concrete way
9 Use verbs in buttons
blackstarbikes.nl
9 Use verbs in buttons
vimeo.com
9 Use clear language
mailbox..com
10. Write clear text
Read more?
Buy the book here
Aartjan van Erkel ‘Verleiden op het internet’
• Write a conclusive heading above every paragraph
• Mention the essence of every paragraph in the
• All the headings should be a summary of the page
• Write all numbers in digits
• Write enumerations as a bullet list (max 7 bullets)
• More than 7 bullets? Make 1 or 2 words bold
• Write instructions in a numbered list
first sentence
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