Reach
Online Presence
Audience Aggregation
Leads Sales SEO, Ads,
Email, Social Media…
Analytics (Metrics, Tools)
Conversion Optimization
Summary: You Are Always Converting
Reach
Online Presence
Audience Aggregation
Leads Sales SEO, Ads,
Email, Social Media…
Analytics (Metrics, Tools)
Conversion Optimization
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.
Moving People from Entry Points (ads, email, landing page, blog post, home page etc) to Goals (sale, lead,
trial etc)
Stacked Conversion Funnel
Email Lead Lead Generation CTA
Content Page Content Link CTA
Lead Generation CTA
Conversion Game
• Move People Forward
– In incremental commitments
– By increasing motivation
• And reducing concerns
• And providing triggers – That are as per current ability
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
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
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
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)
Value Proposition
• What problem does it solve?
• For who does it solve the problem?
• How is it different from others?
Product Explanation
• Build upon the headline “value proposition”
• Create a more complete picture in visitor’s mind
Video / Screenshot
• Brings the product visualization closer to sensory experiences
• Creates a more concrete picture
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/
What does it Cost?
• Money, of course
• Time
• Learning New Things
• Convincing Team Members
• Risk of Wrong Decision
• Data Import
• Integration
Minimizing Risk Perception
• Address concerns on extra costs, refunds etc
• Create Familiarity
• Show Social Proof