Startup Growth Academy #2: Page Conversion Checklist
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Startup Growth Academy #2: Page Conversion Checklist

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The startup world is obsessed with the word conversion. And for a good reason – higher conversion means higher ROI on your user acquisition spending. There’s one term especially connected with the ...

The startup world is obsessed with the word conversion. And for a good reason – higher conversion means higher ROI on your user acquisition spending. There’s one term especially connected with the conversion rate optimization process: A/B testing. But careful you must be, young padawan. Going for A/B testing in the early stages of your startup is tempting - everybody seems to be doing them so it must be a great idea... right? Wrong - in many cases it can turn out to be a waste of time. Neil Patel estimates you need 10 000 – 20 000 unique visitors a month to start A/B testing, otherwise the process will take too long/the outcomes won’t be meaningful. Other sources claim that approximately 100 conversions a month, regardless the amount of visitors, are sufficient enough… Most early-stage startups can’t even dream about numbers like that. However, there’s still a lot you can do to boost your conversion rate without running A/B tests. My presentation and checklist cover the most essential factors influencing your on-page conversion. Testing techniques, footnotes and checklist in PDF are available on: www.growthhacking.biz/page-conversion-checklist

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    Startup Growth Academy #2: Page Conversion Checklist Startup Growth Academy #2: Page Conversion Checklist Presentation Transcript

    • #Landing Page What makes a great landing page?
    • #1 Only important content: benefits, pricing, contact. *1
    • #2 Benefits. Show user benefits, not product features. *2
    • #3 One pitch. Decide on the most important benefit/UVP and pitch it. *3
    • You can learn pitching from Asana.
    • #4 One CTA. Think about your audience: what CTA would convince them to try the product?
    • You want such a call to action.
    • #5 Simple forms. If you use forms - ask only for name and e-mail. Every additional field leads to a 5% decrease in form conversion.
    • Don’t even think about forms like this one!
    • #6 Huge, friendly picture. A smiley face should do the job. *4
    • Good, old classic from 37signals.
    • #7 Social Proof. Use whatever you can: number of customers, their logos and references. More is better in this case.
    • #8 Distractions. There can't be any unnecessary friction in the user flow – forget the carousel and slider. *5
    • #9 Speed. Slow pages simply don't convert. Make sure your website gets a good score from Google website optimizer.
    • #User Onboarding Conversion doesn’t end at a landing page.
    • #1 Tutorial. After a trial sign up push the user through a stepby-step tutorial covering the most important features of your product/offering. *6
    • #2 E-mail onboarding. On average you need 7 emails to activate your user to become a paying customer after the trial period is over. *6
    • #Traffic Traffic sources can be optimized as well.
    • #2 Right target. Are you reaching the right people?
    • #2 No false promise. Avoid overselling your product when pitching to your potential visitors (in content marketing and ads).
    • They will leave immediately after realizing the product offered on the landing page is even slightly different from the promised one. 
    • Follow this checklist before you start A/B testing anything on your page.
    • Testing techniques, footnotes and checklist in PDF are available on: www.growthhacking.biz/ page-conversion-checklist
    • Join FREE Marketing Course: www.growthhacking.biz Greg Pietruszynski | @pietruszynski