2. What We’re Going to Discuss
Part 1: Use Cases
Part 2: King Schools Case Study
Part 3: Conversion Optimization Tips
3.
4.
5.
6. Use Cases
Represent an important or common task that
your visitors will be trying to accomplish
• Roles of your visitors
• Tasks or goals of your visitors
7. Roles
• What’s important to them
• Level of knowledge
• Location in research cycle
• Where they’re coming from
8. Tasks
Early Comparative Detailed Price Ready to
Pre-research
research Research research comparison buy
9. 2-Step Use Case Process
Creating your use cases
Evaluating site based on use cases
10. Creating Use Cases
• Get Sales, Marketing & Customer Service involved
• Use your analytics
• Look at your competitor sites
• Consolidate similar use cases
11. Evaluating Your Site
• Put blinders on and remove all previous biases
• Document every step including “how you feel”
• Write experiences in a narrative style
• Be a little more forgiving than a typical visitor
12. Evaluation Criteria
• Effectiveness: Ability to successfully accomplish task
• Efficiency: Ability to quickly accomplish task with ease
• Satisfaction: How much a user enjoys using the site
• Error frequency and severity
13. Use Case Example #1
Couple who’s never been on a cruise wants
to see if it’s the right type of getaway
Specific Task & Intent: Soon to be married couple
researching honeymoon options & wants to learn about cruises.
• Looking for romantic getaways cruises
• Wants to see various price ranges
• Needs to read reviews from other honeymooners
• Wants to learn about amenities and activities
15. Use Case Example #2
Couple looking to book a bargain cruise
Specific Task & Intent: Retired couple looking to take advantage
of bargain priced last minute available cabins and are ready to
book if they can find a great deal.
• Flexible travel dates
• Open to most destination & cruise lines
• They are experienced with cruises
22. Use Cases
Role Task
New to flying, hasn’t begun training Needs information
Started training, received various Compare King versus competition
recommendations
Father is a pilot, wants to get license Ensure that they will learn everything
Very familiar with flying and value-minded Ensure he’s getting best value
Just started training & Instructor Purchase course
recommended King Schools
23. Typical Customer Questions
• How do I get my License; What do I need?
• Why are King courses better?
• How do I use the kit?
• What do I get for $579?
• What guarantees do I have that I will pass?
30. Test Results
Testing dates - July 1, 2012 through September 15, 2012
New Page Control % Change
Conversion Rate .69% .34% 103%
Number of orders 125%
34. Questions? 800-854-1001
Search
Home > Private Pilot Courses > Get it All Study Kit
Private Pilot Get It All Study Kit Over
• Pass Your Knowledge Test—Guaranteed! 236,000
• Ace your Checkride – Guaranteed! Private Pilots
• Learn how to takeoff and land, communicate on the radio Passed with King
• Be prepared for your cross country flights
Get It All Kit Overview
Product Details
Price: $579 (Valued at $1,149 when purchased separately) See details
In Stock
Customer reviews
Everything you need to easily pass your Private Pilot FAA exams,
PLUS build on your aviation knowledge for years to come.
Flying Magazine
• Learn what to expect from an actual FAA examiner Editor’s Choice
Award
• Master every maneuver with exciting in-flight footage
• Laugh & learn with John and Martha´s trademark teaching style
• Pass your tests the first time or it´s free!
See Kit Contents
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35. What’s Included Is this Kit Right for Me? What I’ll Learn Why Choose King Getting My License
What I’ll Learn
You will Pass Your Knowledge Test – Guaranteed!
The King Schools Private Pilot Get it All Kit includes your full and complete ground
school that covers all the subjects that you need to know in order to take and pass you
FAA Private Pilot Knowledge Test. We thoroughly cover the subject areas in a fun and
easy to understand presentation. More details
The King Schools Practical Test Course helps you Ace your Checkride – Guaranteed.
Learn What Your “Checkride” test will be like.
Your Practical Test, commonly referred to as your Checkride, consists of two parts;
An Oral Exam conducted before you go flying and an in-flight test in which you
demonstrate your skills in the aircraft. More details
Your Get It All Kit includes additional courses & books to prepare you for the cockpit.
It’s much more economical to learn the important concepts you will need to perform
in the airplane before you climb into the cockpit. These courses are specifically
designed to ensure you’ll fly smart and impress your instructor with your skills.
Overcome common training hurdles with King Special Subject Courses & learn about
areas important to being a knowledgeable & skilled pilot. More details
39. Optimizing the Conversion
Potential of Your Landing Pages
Brian Lewis
CEO
Solutions-insight Interactive
blewis@solutions-insight.com
760-207-3101
@ImAnonymous
Editor's Notes
Use Cases are a tool to help us design our pages to anticipate and satisfy the various needs of our visitorsRoles – who they areTasks –why they would be on your site
Who they are – which helps us understand their frame of referenceWhat’s important to them – information, price, value, recognition% of repeats versus 1st time visitorsWhere they’re coming from (keywords), social
Pre-research – is it right for me?Early research – wants to learn what are the important factors in a purchase decisionBrowsing – not interested in buying, but gathering information for a possible later purchaseDetailed – spec level, reviewsUse cases allow you to sell the right benefit, allow for optimized navigationExample of bad – hot deals sign up on home page
Cruise vacation website
Top selling entry level package, however, on web it underperformed.
Even though different roles and tasks, some key questions will overlap
Not clear what’s in packageNot clear if I need to pass and whyNo USPLacking selling benefits
Worked with SII to remedy these deficiencies and our senior mgt wanted to go live as quickly as possible and recognized technological limitations & limited resources that prevented us from going with all their recommendations.
Video TabsOrganization of information
4 levels of trust:Perceived trust – brand awarenessVisual trust – professionalism of siteIndustry trust – associations, “as seen in …”, secure shopping emblemsSocial trust - reviews
Aesthetics – Page architecture & visual hierarchyUse of colors and contrastQuality of imagesFontsUsability - IA/navigationConsistent treatment of links, buttonsReadabilityLack of distractionsMarketing – TrustOffer clarityBenefitsConsistent CTA – headline, cta buttonContext – RelevanceTimingUse cases
