The Role ofConversion in Sales
Online Presence SEO, Ads,Email, Social   Reach                                Leads   Sales  Media…                       ...
You Are Always Converting
Ad to Visit
Facebook Post to Visit / Lead
Tweet to Visit
Email to Visit                 Goes to Blog                 Becomes Lead
Ad to Audience Aggregation
Visit to Audience Aggregation
Visit to Lead
Lead to Sale
Lead to Sale
Summary: You Are Always Converting                               Online Presence SEO, Ads,Email, Social   Reach           ...
UnderstandingCustomer Psyche
Majority is not “ready to buy” yet               Majority                               Ready to Buy   Never Buy
Majority is Risk Averse
Nobody Wants to Think
Don’t Make Me WorkSource: http://www.back40design.com/
People Don’t Read. They Scan.Source: http://www.useit.com/alertbox/reading_pattern.html
Blocking Questions / Concerns               ☐ What is it?               ☐ Is it for me?               ☐ What’s the risk?  ...
Customer Psyche - Summary•   Majority is not “ready to buy” yet.•   Majority is “risk averse”.•   People don’t want to Thi...
User Flow & Online   Persuasion
Moving People from Entry Points(ads, email, landing page, blog post,home page etc) to Goals (sale, lead,               tri...
Mapping User Flow to a Funnel
Stacked Conversion Funnel                        Lead Generation CTA Email                                                ...
Example: KISSmetrics User Flow
Entry Point: Blog
Flow #1
Flow #2
Flows #3 & #4
Flow #5
Everything Is A Landing Page         (in spirit)
It’s About Persuasion.    Moving People Forward withIncremental Buy-ins & Commitments
KISSmetrics Post Trial Sign-up Flow
KISSmetrics Welcome Email
KISSmetrics Push Forward Email
KISSmetrics Evangelizing Email
KISSmetrics Evangelizing Email
KISSmetrics Relationship Email
KISSmetrics Relationship Email
Online Persuasion
Influencing Behavior – Dr BJ Fogg     Motivation         +                  Movement      Ability         +      Trigger
Influencing Behavior for Conversion(Opportunity - Concerns)            +                           Movement      Readiness...
KISSmetrics Trigger
KISSmetrics Trigger
KISSmetrics Trigger
KISSmetrics Trigger
Conversion Game• Move People Forward  – In incremental commitments  – By increasing motivation    • And reducing concerns ...
Patterns for Engaging  Website Visitors
Top of the Page - Pattern #1
Top of the Page - Pattern #2
Top of the Page - Pattern #3
Top of the Page – Key Information• Almost certain to get noticed  – Attention is short as the eye moves to more    meaty a...
Popup Opt-in
Popup Opt-in Variation
Pros & Cons of Popup Opt-in• Con: Poor User Experience• Pro: More Opt-ins      – Social Media Examiner increased average  ...
Popup Opt-ins “Work” but have a            “Cost”
Parameters To Tune• Delay in showing the Popup  – Let the visitor get comfortable• Keep a gap of minimum # of Page Views• ...
Pop-under CTA
Pop-under CTA
Pop-under CTA
Inside Article CTA
Inside Article CTA
Sidebar CTA
Tools You Can Use
Be Innovative
Thanks
Conversion OrientedLanding Page Design
Conversion OrientedLanding Entry Page Design
Common Questions to Address•   What is it?•   Is it for me?•   What does it cost?•   What’s the risk?•   What’s the next s...
Common Questions to Address•   What is it? (opportunity)•   Is it for me? (opportunity)•   What does it cost? (concerns)• ...
What is it?• Value Proposition• Product Explanation• Screenshots / Videos
Value Proposition• What problem does it solve?• For who does it solve the problem?• How is it different from others?
Crisp, Short, Loud – Attention           Grabber
Instagram Value Proposition
MixPanel Value Proposition
Unbounce Value Proposition
Product Explanation• Build upon the headline “value  proposition”• Create a more complete picture in visitor’s  mind
Instagram Product Explanation
MixPanel Product Explanation
Unbounce Product Explanation
Video / Screenshot• Brings the product visualization closer to  sensory experiences• Creates a more concrete picture
Instagram Screenshot
MixPanel (no visuals)
Unbounce Video
Go Extra Length When Needed
CrazyEgg got 510% improvement                                                               with long versionSource: http:...
SEOMoz got 170% better                                                                    Conversion with long formatSourc...
PipeDrive got 300% increase with                                                   short versionSource: http://blog.pipedr...
Is it for me?
Speak the language of your visitors.Letting them see themselves in the             picture.
Using Customer Language
Using Customer’s World-View
Sample Customer Profiles
What does it Cost?It’s “What” not “How Much Money”.
What does it Cost?•   Money, of course•   Time•   Learning New Things•   Convincing Team Members•   Risk of Wrong Decision...
Being on an Email List is also a cost
Minimizing Risk Perception• Address concerns on extra costs, refunds  etc• Create Familiarity• Show Social Proof
Address Money Related Concerns
Create Familiarity• Bring Closer to Senses• Explain in familiar terms
Social Proof
Social Proof
Social Proof
Social Proof
What’s the Next Step?
Choose Next Step Based on       Readiness
Summary•   What is it? (opportunity)•   Is it for me? (opportunity)•   What does it cost? (concerns)•   What’s the risk? (...
Session5 conversion optimization
Session5 conversion optimization
Session5 conversion optimization
Session5 conversion optimization
Session5 conversion optimization
Session5 conversion optimization
Session5 conversion optimization
Session5 conversion optimization
Session5 conversion optimization
Session5 conversion optimization
Session5 conversion optimization
Session5 conversion optimization
Session5 conversion optimization
Session5 conversion optimization
Session5 conversion optimization
Session5 conversion optimization
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Session5 conversion optimization

  1. 1. The Role ofConversion in Sales
  2. 2. Online Presence SEO, Ads,Email, Social Reach Leads Sales Media… Audience Aggregation Analytics (Metrics, Tools) Conversion Optimization
  3. 3. You Are Always Converting
  4. 4. Ad to Visit
  5. 5. Facebook Post to Visit / Lead
  6. 6. Tweet to Visit
  7. 7. Email to Visit Goes to Blog Becomes Lead
  8. 8. Ad to Audience Aggregation
  9. 9. Visit to Audience Aggregation
  10. 10. Visit to Lead
  11. 11. Lead to Sale
  12. 12. Lead to Sale
  13. 13. Summary: You Are Always Converting Online Presence SEO, Ads,Email, Social Reach Leads Sales Media… Audience Aggregation Analytics (Metrics, Tools) Conversion Optimization
  14. 14. UnderstandingCustomer Psyche
  15. 15. Majority is not “ready to buy” yet Majority Ready to Buy Never Buy
  16. 16. Majority is Risk Averse
  17. 17. Nobody Wants to Think
  18. 18. Don’t Make Me WorkSource: http://www.back40design.com/
  19. 19. People Don’t Read. They Scan.Source: http://www.useit.com/alertbox/reading_pattern.html
  20. 20. Blocking Questions / Concerns ☐ What is it? ☐ Is it for me? ☐ What’s the risk? ☐ What does it cost? ☐ Free shipping? ☐ Refund Policy? ☐ …
  21. 21. 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.
  22. 22. User Flow & Online Persuasion
  23. 23. Moving People from Entry Points(ads, email, landing page, blog post,home page etc) to Goals (sale, lead, trial etc)
  24. 24. Mapping User Flow to a Funnel
  25. 25. Stacked Conversion Funnel Lead Generation CTA Email Lead Content Link Lead Generation CTA Content Page CTA
  26. 26. Example: KISSmetrics User Flow
  27. 27. Entry Point: Blog
  28. 28. Flow #1
  29. 29. Flow #2
  30. 30. Flows #3 & #4
  31. 31. Flow #5
  32. 32. Everything Is A Landing Page (in spirit)
  33. 33. It’s About Persuasion. Moving People Forward withIncremental Buy-ins & Commitments
  34. 34. KISSmetrics Post Trial Sign-up Flow
  35. 35. KISSmetrics Welcome Email
  36. 36. KISSmetrics Push Forward Email
  37. 37. KISSmetrics Evangelizing Email
  38. 38. KISSmetrics Evangelizing Email
  39. 39. KISSmetrics Relationship Email
  40. 40. KISSmetrics Relationship Email
  41. 41. Online Persuasion
  42. 42. Influencing Behavior – Dr BJ Fogg Motivation + Movement Ability + Trigger
  43. 43. Influencing Behavior for Conversion(Opportunity - Concerns) + Movement Readiness + Call to Action
  44. 44. KISSmetrics Trigger
  45. 45. KISSmetrics Trigger
  46. 46. KISSmetrics Trigger
  47. 47. KISSmetrics Trigger
  48. 48. Conversion Game• Move People Forward – In incremental commitments – By increasing motivation • And reducing concerns • And providing triggers – That are as per current ability
  49. 49. Patterns for Engaging Website Visitors
  50. 50. Top of the Page - Pattern #1
  51. 51. Top of the Page - Pattern #2
  52. 52. Top of the Page - Pattern #3
  53. 53. 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
  54. 54. Popup Opt-in
  55. 55. Popup Opt-in Variation
  56. 56. 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 beforeSource: http://kikolani.com/the-case-for-and-against-popup-opt-in-forms.html
  57. 57. Popup Opt-ins “Work” but have a “Cost”
  58. 58. 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
  59. 59. Pop-under CTA
  60. 60. Pop-under CTA
  61. 61. Pop-under CTA
  62. 62. Inside Article CTA
  63. 63. Inside Article CTA
  64. 64. Sidebar CTA
  65. 65. Tools You Can Use
  66. 66. Be Innovative
  67. 67. Thanks
  68. 68. Conversion OrientedLanding Page Design
  69. 69. Conversion OrientedLanding Entry Page Design
  70. 70. Common Questions to Address• What is it?• Is it for me?• What does it cost?• What’s the risk?• What’s the next step?
  71. 71. 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)
  72. 72. What is it?• Value Proposition• Product Explanation• Screenshots / Videos
  73. 73. Value Proposition• What problem does it solve?• For who does it solve the problem?• How is it different from others?
  74. 74. Crisp, Short, Loud – Attention Grabber
  75. 75. Instagram Value Proposition
  76. 76. MixPanel Value Proposition
  77. 77. Unbounce Value Proposition
  78. 78. Product Explanation• Build upon the headline “value proposition”• Create a more complete picture in visitor’s mind
  79. 79. Instagram Product Explanation
  80. 80. MixPanel Product Explanation
  81. 81. Unbounce Product Explanation
  82. 82. Video / Screenshot• Brings the product visualization closer to sensory experiences• Creates a more concrete picture
  83. 83. Instagram Screenshot
  84. 84. MixPanel (no visuals)
  85. 85. Unbounce Video
  86. 86. Go Extra Length When Needed
  87. 87. CrazyEgg got 510% improvement with long versionSource: http://www.conversion-rate-experts.com/crazy-egg-case-study/
  88. 88. SEOMoz got 170% better Conversion with long formatSource: http://www.conversion-rate-experts.com/seomoz-case-study/
  89. 89. PipeDrive got 300% increase with short versionSource: http://blog.pipedrive.com/2012/04/pipedrive-now-has-1000-paying-customers-and-how-we-got-here/
  90. 90. Is it for me?
  91. 91. Speak the language of your visitors.Letting them see themselves in the picture.
  92. 92. Using Customer Language
  93. 93. Using Customer’s World-View
  94. 94. Sample Customer Profiles
  95. 95. What does it Cost?It’s “What” not “How Much Money”.
  96. 96. What does it Cost?• Money, of course• Time• Learning New Things• Convincing Team Members• Risk of Wrong Decision• Data Import• Integration
  97. 97. Being on an Email List is also a cost
  98. 98. Minimizing Risk Perception• Address concerns on extra costs, refunds etc• Create Familiarity• Show Social Proof
  99. 99. Address Money Related Concerns
  100. 100. Create Familiarity• Bring Closer to Senses• Explain in familiar terms
  101. 101. Social Proof
  102. 102. Social Proof
  103. 103. Social Proof
  104. 104. Social Proof
  105. 105. What’s the Next Step?
  106. 106. Choose Next Step Based on Readiness
  107. 107. Summary• 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)

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