READY Framework for Conversion Optimization

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Here’s a framework for conversion optimization called READY, which stands for (R)elevant, (E)ngaging, (A)uthoritative, (D)irectional, and (Y)ield Optimal. These are the five dimensions that we’ve repeatedly seen impact the success of conversion optimization scenarios — landing pages, conversion paths, microsites — in both B2B and B2C markets. Within each dimension, I’ve pulled out 5 elements that I think are most important.

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READY Framework for Conversion Optimization

  1. 1. Conversion Optimization Framework Scott Brinker ion interactive @chiefmartec SMX Advanced 2010
  2. 2. R elevant E ngaging A uthoritative D irectional Y ield Optimal
  3. 4. R elevant E ngaging A uthoritative D irectional Y ield Optimal
  4. 5. Fulfills Promises 1 > If you make a promise, keep it—always > Crucial to trust > Prices, discounts, fulfillment pieces, and special offers > Bait-and-switch ticks people off > Carry forward
  5. 6. Message Match 2 > Continuity > Specific focus > Echo the same language > Reinforce key idea with supportive, relevant content > Maintain message “scent” throughout entire experience
  6. 7. Design Match 3 > Ad design matches page design > Shared graphical elements > Strong and visceral continuity “scent” > Primarily applicable to display, email, offline-to-online
  7. 8. Audience Identity 4 > “This is for me” > Visitors identify with the content > Similarity “liking” > Speak in their vernacular > Call them by name > Use multi-step experiences to self-segment
  8. 9. Timely 5 > Everything is up-to-date > Fresh, not stale, look and language > Time-sensitive content, offers are powerful— but only if current > Campaigns and social media
  9. 10. R elevant E ngaging A uthoritative D irectional Y ield Optimal
  10. 11. Compelling Value Proposition 6 > Core value of your product, service, offer to people > Regardless of how it is presented > Unique selling proposition (USP) > Unique campaign proposition (UCP) > Be good, be great
  11. 12. Emotional Appeal 7 > Reach visitors on an emotional level > Feed the right brain > Tell a great story > Set the mood with design, imagery, color theory > Express meaning > Works in B2B too
  12. 13. Rational Justification 8 > Persuade visitors with logic, reason > Feed the left brain > Quantify value > Bullets, tables, and infographics > Don’t overreach > Be synergistic with emotional appeal
  13. 14. Affective Design 9 > Blend functionality and aesthetics > Use design to communicate value > Be the “iPod” of landing pages— intuitive simplicity > Elements of page are harmonious > User-centered design
  14. 15. Differentiated 10 > Represent your unique brand > Stand out from the competition > Be authentic > Don’t follow other people’s formulas blindly > Be bold, creative, and memorable
  15. 16. R elevant E ngaging A uthoritative D irectional Y ield Optimal
  16. 17. Assurances 11 > Soothe anxieties, minimize risk— radiate confidence > Strong guarantees > Be consultative, be responsible > Set expectations > Trustmarks > Quality of page as signal of credibility
  17. 18. Accurate & Concrete 12 > Concrete details to make it real > Accuracy matters > Product images, demos, illustrations > Applies to benefits and features > Levels of depth > Avoid vague claims, and “fluff”
  18. 19. Social Norms 13 > Privacy policy, terms of use > Stage appropriate > Reasonable form questions, length > “Escape hatch” > Cultural norms > Respecting norms signals credibility
  19. 20. Social Proof 14 > Choose us: you’re in good company > Lots of customers > Customer logos > Real testimonials > Press and awards > Pictures or video of real people > Halo effects
  20. 21. Brand Consistent 15 > Brand  Trust > Brand impact is significant—use it > Consistency with logo, colors, fonts, nomenclature, tone, design, language > Either helping or harming brand > Browser testing
  21. 22. R elevant E ngaging A uthoritative D irectional Y ield Optimal
  22. 23. Clear Call to Action 16 > What do you want visitors to do? > Is it reasonable? > Any potential confusion? > Gravitational center of the page > One is often best > Several can work if “frictionless”
  23. 24. Frictionless Choices 17 > Help people quickly get what they want > Guide them, don’t make them hunt > Build engagement > Enough info to make a choice? > Avoid hard choices or too many— “undecideds” halt
  24. 25. Minimal Distractions 18 > Keep distractions to a minimum > Maintain forward momentum > No navigation or “navigation lite” where appropriate > In-page exploration > But don’t be overly controlling
  25. 26. Motivation & Incentives 19 > Why you, why now > Extra nudge to take action > Expirations, limited supplies > Tap competitive motivations > Scarcity, reciprocity > Don’t overdo it
  26. 27. Progressive Conversion 20 > Conversion is often a path, not a page > Interactive dialogs, flows, and wizards > Micro-conversions > Romance pages > Build commitment > Give non-converters a good experience too
  27. 28. R elevant E ngaging A uthoritative D irectional Y ield Optimal
  28. 29. Hypothesis 21 > Ask a meaningful, big question > What will you learn if succeeds or not? > Asking a question focuses your ideas > Scientific method > Careful of causation vs. correlation > Upstream variables
  29. 30. A/B or Multivariate Test 22 > Always be testing > Test the hypothesis > Use A/B testing to explore big ideas > Use MVT to hone your presentation > If you’re not testing, you’re wasting opportunities > Test-driven marketing
  30. 31. Tracking & Segmentation 23 > Bounce rate, conversion rate, quality/value, your own metrics > Milestones (“tags”) > Segmentation by source, behavior > Closing the loop, calculating ROI > Responsiveness
  31. 32. SEO 24 > Consciously decide your SEO strategy > Keyword tactics > Link sculpting > Index or noindex > Follow or nofollow > Canonical URLs > Semantic web data
  32. 33. Downstream R.E.A.D.Y. 25 > Hand-offs to other pages/channels should be smooth > Don’t lose the scent > Evaluate each step for continuity > Shopping carts— where clicks go to... > Follow-up emails, calls, retargeting
  33. 34. Get READY: bit.ly/ready2optimize Scott Brinker President & CTO ion interactive [email_address] Twitter: @chiefmartec http://www.ioninteractive.com

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