www.linchpinacademy.orgApple’s Secret MethodHow to use them toget more websiteleads for freewww.linchpinacademy.orgWednesd...
www.linchpinacademy.orgIt’s FREE to think different. But will you? Applying most ofApple’s thinking to your online lead ge...
If you find the insightsin this presentationrelevant, you will likeour ’49 Questions’eBook which you candownload at our we...
www.linchpinacademy.orgUser Experience Thinking1Wednesday, 26 June 13
www.linchpinacademy.orgProducts must evoke feelingsWednesday, 26 June 13
www.linchpinacademy.orgBe obsessive with user experienceWednesday, 26 June 13
www.linchpinacademy.orgGive the best customer experienceyou can afford.Wednesday, 26 June 13
www.linchpinacademy.orgAttention to detailWednesday, 26 June 13
Win over sceptics“We had to convince people who aresceptical, who don’t know our products,who don’t know what they can do ...
Education, education, educationApple got their products in front of asmany people as possible. Eventually,people walked in...
www.linchpinacademy.orgLet them try before they buyGet uninformed people to try your product so they are inclined toconsid...
www.linchpinacademy.orgDon’t let the store turn people offSay no to .... clutter, rows and rows of pile-them-high products...
www.linchpinacademy.orgBuild confidenceMake people feel comfortable about coming insideWednesday, 26 June 13
It’s about gettinginto people’sbuying decisionwww.linchpinacademy.orgWednesday, 26 June 13
Apple spend hoursand hours and hoursover a ‘close’ button.They would go through hundredsof different design iterations. Th...
www.linchpinacademy.orgProduct Design ThinkingDesign drives everything(but always influence bygreat user experience)2Wedne...
www.linchpinacademy.org“Putting things together in a way thatnobody has done before.” - Steve JobsWednesday, 26 June 13
www.linchpinacademy.orgDon’t get handcuffed to money, if youare serious about great productsWednesday, 26 June 13
www.linchpinacademy.orgRemember that I’ll be deadsoon is the most importanttool I’ve ever encounteredto help me make the b...
www.linchpinacademy.org“Strategy is figuring out what NOT to do”- Steve JobsApple printers werekilled off by Steve Jobsbeca...
www.linchpinacademy.org“We really do have a strong belief that we arebuilding products for ourselves.” - Steve JobsBeing t...
www.linchpinacademy.org“Focus is not saying yes. It’s about saying no to reallygreat ideas” Steve Jobs rejected pleas to b...
www.linchpinacademy.orgApple knows it is set up to do just twoor three amazing things a yearJust pick one thing youcan do ...
www.linchpinacademy.orgJust pick oneSteve Jobs was invited as a guess speaker by Jerry Yang, CEO ofYahoo, to talk to his 2...
www.linchpinacademy.org“The goal of Apple is not to make money but tomake great products. If they are great, people willbu...
www.linchpinacademy.org“Thinking” Thinking4Wednesday, 26 June 13
www.linchpinacademy.orgApple managers don’t do anything andeverything. They do what they’re good at.Wednesday, 26 June 13
www.linchpinacademy.orgFeedback: the breakfast of championsConstant feedback is how Apple churns out great products.Wednes...
A-Players• It pays to go after the bestyou can afford. Figure outthe difference in contributionbetween the worst and best....
Ego• Apple don’t do egos.• Faith, beliefs, trust andego ... make sure youknow the differences.www.linchpinacademy.orgWedne...
www.linchpinacademy.org“Really small team work on really important projects.That is one of the advantages of being in a st...
www.linchpinacademy.orgApple don’t get settled. It’s how they managed to growbig and act small like a start-up. ‘Not settl...
www.linchpinacademy.orgMarketing ThinkingSimplicity. Simplicity. Simplicity.5Wednesday, 26 June 13
www.linchpinacademy.orgiPhone had functions and features aslong as your arm. Apple chose three.• Revolutionary Phone• Inte...
www.linchpinacademy.orgMake messages consistent, clear,concise and repeatableWednesday, 26 June 13
www.linchpinacademy.orgApple’s thinking: Use them online, fromsearch to conversion, FOR FREE.ConversionFrom search toWedne...
• Evoke Feelings: does youronline experience stir your visitor?• Educate: does your onlineexperience educate sceptics andv...
• Turn off: Is your online experiencecluttered, unfriendly and pushy?• Confidence: does your onlineexperience build visito...
• Attention to detail?• Handcuff to a spreadsheet:Are you letting finance get in the wayof a great visitor experience?1. Us...
• Different: Has your product beenput together in a way that nobodyelse has done before?• Better: Would you buy yourproduc...
• One Thing: are you focused ontelling people the one thing that youdo that’s great?• Saying No: Have you figured outwhat s...
• Money vs. Product: areyou focused on making moneyor making a great onlineexperience? Your focus willtaint your messages....
• Anything & Everything: Are youtrying to make your online presencework by doing ‘anything and everything’yourself?• Const...
• Ego: Do you have a HiPPO onlinepresence (Highest Paid Person Opinion)• Nimble: Do you have a nimble, start-up like onlin...
• Simplicity, Simplicity, Simplicity• The 3 C’s: are your messagesconsistent, clear and concise?• Repeatable: are your mes...
www.linchpinacademy.orgIt’s about using great User eXperience (UX)as a way to get into the Buying Decision.Rational• Price...
www.linchpinacademy.orgWebsite, social media, SEO and emails are vehicles todeliver visitor experience. Vast majority of b...
Download ourfree eBook49 questionsfor a cost effectiveUser Experience make-overwww.linchpinacademy.orgWednesday, 26 June 13
Insights andthoughts in thispresentation wereinspired byAdam Lashinsky’sInside Apple.Buy itwww.linchpinacademy.orgWednesda...
www.linchpinacademy.orgNo Crapware (Steve Jobs’ favourite words)One morethingIf you are not ready, willing and able to do ...
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What-apple-can-teach-you-about-conversion-optimisation

  1. 1. www.linchpinacademy.orgApple’s Secret MethodHow to use them toget more websiteleads for freewww.linchpinacademy.orgWednesday, 26 June 13
  2. 2. www.linchpinacademy.orgIt’s FREE to think different. But will you? Applying most ofApple’s thinking to your online lead generation is alsofree. Again, but will you?FREE? Really? It must be a trick.No, it’s been an open secretfor sometime.Think Different.Wednesday, 26 June 13
  3. 3. If you find the insightsin this presentationrelevant, you will likeour ’49 Questions’eBook which you candownload at our websitewww.linchpinacademy.orgWednesday, 26 June 13
  4. 4. www.linchpinacademy.orgUser Experience Thinking1Wednesday, 26 June 13
  5. 5. www.linchpinacademy.orgProducts must evoke feelingsWednesday, 26 June 13
  6. 6. www.linchpinacademy.orgBe obsessive with user experienceWednesday, 26 June 13
  7. 7. www.linchpinacademy.orgGive the best customer experienceyou can afford.Wednesday, 26 June 13
  8. 8. www.linchpinacademy.orgAttention to detailWednesday, 26 June 13
  9. 9. Win over sceptics“We had to convince people who aresceptical, who don’t know our products,who don’t know what they can do withthese products. When they walk intothe store, there has to be an experiencethat allows them to see, touch, feel, useand do stuff with the MAC”“Allen Olivo, Apple Senior DirectorRetail Marketing 2001 - 2003www.linchpinacademy.orgWednesday, 26 June 13
  10. 10. Education, education, educationApple got their products in front of asmany people as possible. Eventually,people walked in and it allowed Appleto educate people, to show them howto use their product.Wednesday, 26 June 13
  11. 11. www.linchpinacademy.orgLet them try before they buyGet uninformed people to try your product so they are inclined toconsider a future purchase.Wednesday, 26 June 13
  12. 12. www.linchpinacademy.orgDon’t let the store turn people offSay no to .... clutter, rows and rows of pile-them-high products,pushy salespeople, unknowledgeable sales people.Wednesday, 26 June 13
  13. 13. www.linchpinacademy.orgBuild confidenceMake people feel comfortable about coming insideWednesday, 26 June 13
  14. 14. It’s about gettinginto people’sbuying decisionwww.linchpinacademy.orgWednesday, 26 June 13
  15. 15. Apple spend hoursand hours and hoursover a ‘close’ button.They would go through hundredsof different design iterations. Thatkind of attention to detail meansApple can’t do a lot of things atonce. They have to do a fewthings really, really well.www.linchpinacademy.orgWednesday, 26 June 13
  16. 16. www.linchpinacademy.orgProduct Design ThinkingDesign drives everything(but always influence bygreat user experience)2Wednesday, 26 June 13
  17. 17. www.linchpinacademy.org“Putting things together in a way thatnobody has done before.” - Steve JobsWednesday, 26 June 13
  18. 18. www.linchpinacademy.orgDon’t get handcuffed to money, if youare serious about great productsWednesday, 26 June 13
  19. 19. www.linchpinacademy.orgRemember that I’ll be deadsoon is the most importanttool I’ve ever encounteredto help me make the bigchoices in life.Focus Thinking“3Wednesday, 26 June 13
  20. 20. www.linchpinacademy.org“Strategy is figuring out what NOT to do”- Steve JobsApple printers werekilled off by Steve Jobsbecause they couldn’tmake them great.Wednesday, 26 June 13
  21. 21. www.linchpinacademy.org“We really do have a strong belief that we arebuilding products for ourselves.” - Steve JobsBeing the richest man in thecemetery doesn’t matter to me.Going to bed at night saying we’vedone something wonderful, that’swhat matters to me.Wednesday, 26 June 13
  22. 22. www.linchpinacademy.org“Focus is not saying yes. It’s about saying no to reallygreat ideas” Steve Jobs rejected pleas to build apersonal digital assistant like the PalmPilot.The Apple Newton waskilled by Steve JobsWednesday, 26 June 13
  23. 23. www.linchpinacademy.orgApple knows it is set up to do just twoor three amazing things a yearJust pick one thing youcan do that’s great.“ - Steve JobsWednesday, 26 June 13
  24. 24. www.linchpinacademy.orgJust pick oneSteve Jobs was invited as a guess speaker by Jerry Yang, CEO ofYahoo, to talk to his 200 top executives.You have talented people and moremoney than you could possiblyneed. I can’t figure out though, if,you’re a content company or atechnology company.“Wednesday, 26 June 13
  25. 25. www.linchpinacademy.org“The goal of Apple is not to make money but tomake great products. If they are great, people willbuy them and we’ll make money.” - Sir Jonathan Ive“Focus on building greatproducts not making money.Wednesday, 26 June 13
  26. 26. www.linchpinacademy.org“Thinking” Thinking4Wednesday, 26 June 13
  27. 27. www.linchpinacademy.orgApple managers don’t do anything andeverything. They do what they’re good at.Wednesday, 26 June 13
  28. 28. www.linchpinacademy.orgFeedback: the breakfast of championsConstant feedback is how Apple churns out great products.Wednesday, 26 June 13
  29. 29. A-Players• It pays to go after the bestyou can afford. Figure outthe difference in contributionbetween the worst and best.• The best can be 5 - 50 timesfaster, better and moreinnovative than the average.Wednesday, 26 June 13
  30. 30. Ego• Apple don’t do egos.• Faith, beliefs, trust andego ... make sure youknow the differences.www.linchpinacademy.orgWednesday, 26 June 13
  31. 31. www.linchpinacademy.org“Really small team work on really important projects.That is one of the advantages of being in a start-up”- Andrew Borovsky, Apple Design Lead 2007 - 2008Stay NimbleWednesday, 26 June 13
  32. 32. www.linchpinacademy.orgApple don’t get settled. It’s how they managed to growbig and act small like a start-up. ‘Not settled’ is a start-up’s competitive advantage over the big guys.Settled won’tget you from toWednesday, 26 June 13
  33. 33. www.linchpinacademy.orgMarketing ThinkingSimplicity. Simplicity. Simplicity.5Wednesday, 26 June 13
  34. 34. www.linchpinacademy.orgiPhone had functions and features aslong as your arm. Apple chose three.• Revolutionary Phone• Internet In Your Pocket• Best iPod so farWednesday, 26 June 13
  35. 35. www.linchpinacademy.orgMake messages consistent, clear,concise and repeatableWednesday, 26 June 13
  36. 36. www.linchpinacademy.orgApple’s thinking: Use them online, fromsearch to conversion, FOR FREE.ConversionFrom search toWednesday, 26 June 13
  37. 37. • Evoke Feelings: does youronline experience stir your visitor?• Educate: does your onlineexperience educate sceptics andvisitors?• Try and they buy: does youronline experience get visitors to see,touch, feel, use and do things withyour product?1. User experienceThink different about visitor experience?Wednesday, 26 June 13
  38. 38. • Turn off: Is your online experiencecluttered, unfriendly and pushy?• Confidence: does your onlineexperience build visitor confidence?• Come inside: do visitors feelcomfortable coming into your website?1. User experienceThink different about visitor experience?Wednesday, 26 June 13
  39. 39. • Attention to detail?• Handcuff to a spreadsheet:Are you letting finance get in the wayof a great visitor experience?1. User experienceThink different about visitor experience?Wednesday, 26 June 13
  40. 40. • Different: Has your product beenput together in a way that nobodyelse has done before?• Better: Would you buy yourproduct? Now, be honest!• Best: Have you cut corners?• Handcuffed: to money?It’s beautifully made.And performs beautifully.2. Product DesignThink different about how you have presented yourproduct/service online?Wednesday, 26 June 13
  41. 41. • One Thing: are you focused ontelling people the one thing that youdo that’s great?• Saying No: Have you figured outwhat should not be part of your onlinepresence?• Brilliance: Does your onlinepresence say you are jack of all tradesor master of a few?N !3. Focuswww.linchpinacademy.orgThink different about your online presence focus?Wednesday, 26 June 13
  42. 42. • Money vs. Product: areyou focused on making moneyor making a great onlineexperience? Your focus willtaint your messages.N !www.linchpinacademy.org3. FocusThink different about your online presence focus?Wednesday, 26 June 13
  43. 43. • Anything & Everything: Are youtrying to make your online presencework by doing ‘anything and everything’yourself?• Constant Feedback: Who’s givingyou feedback so you can improve youronline presence?• Are you handcuffed to money:Are you buying the best you can afford?4. ThinkingThink different about your thinking?Wednesday, 26 June 13
  44. 44. • Ego: Do you have a HiPPO onlinepresence (Highest Paid Person Opinion)• Nimble: Do you have a nimble, start-up like online presence so you cancompete with the big boys?• Settled: Are you settled in your onlineways and failing to turn your business’potential into performance?4. ThinkingThink different about your thinking?Wednesday, 26 June 13
  45. 45. • Simplicity, Simplicity, Simplicity• The 3 C’s: are your messagesconsistent, clear and concise?• Repeatable: are your messageeasily repeatable?• Validate: How do you know they areall of the above? In other words, howare you validating your messages?5. MarketingThink different about your messages? Across the board?Wednesday, 26 June 13
  46. 46. www.linchpinacademy.orgIt’s about using great User eXperience (UX)as a way to get into the Buying Decision.Rational• Price• Function• Feature• Reliability• WarrantyEmotional• Brand Image• Look• Touch• Fear• Feel GoodWednesday, 26 June 13
  47. 47. www.linchpinacademy.orgWebsite, social media, SEO and emails are vehicles todeliver visitor experience. Vast majority of businesses endup driving the vehicles without taking any visitors with them.It’s not about thisWednesday, 26 June 13
  48. 48. Download ourfree eBook49 questionsfor a cost effectiveUser Experience make-overwww.linchpinacademy.orgWednesday, 26 June 13
  49. 49. Insights andthoughts in thispresentation wereinspired byAdam Lashinsky’sInside Apple.Buy itwww.linchpinacademy.orgWednesday, 26 June 13
  50. 50. www.linchpinacademy.orgNo Crapware (Steve Jobs’ favourite words)One morethingIf you are not ready, willing and able to do great then at least beready, willing and able to kill off your crapware.Wednesday, 26 June 13

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