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Three reasons for conversion ppt

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Talk at the 2013 Fall Growth Hacker Conference.

Published in: Technology, Design
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Three reasons for conversion ppt

  1. 1. The 3 Reasons They’re Not Converting Laura Klein @lauraklein laura@usersknow.com
  2. 2. Who Is This Person, Anyway? User Experience Designer Startup Consultant Author of this book
  3. 3. This May Look Sadly Familiar
  4. 4. There are lots of good tactics for improving conversion...
  5. 5. You’ll probably want a better way to pick one
  6. 6. But First... What the hell are we talking about here, anyway?
  7. 7. A User can Convert from...
  8. 8. Visitor • Registered User
  9. 9. Visitor • Returning Visitor
  10. 10. Free User • Paying Customer
  11. 11. But you know all this already.
  12. 12. The Million Dollar question is... WHY THE HELL AREN’T THEY DOING IT?
  13. 13. I’m glad you asked.
  14. 14. People Don’t Convert for 3 Reasons They don’t understand what you’re offering They don’t have the problem you’re solving The product isn’t worth what you’re asking
  15. 15. Also known as... They don’t get it They don’t need it They don’t want it enough
  16. 16. They’re not converting because They don’t get it They don’t need it They don’t want it enough
  17. 17. Think Different What Can Brown Do for You? You Deserve a Break Today Snap Crackle Pop Just Do It Sometimes You Feel Like a Nut Sometimes You Don’t These Are Total Gibberish
  18. 18. Test For It Five Second Tests Guerrilla Usability Site Intercept
  19. 19. They’re not converting because They don’t get it They don’t need it They don’t want it enough
  20. 20. The Stupidest Idea You’ll Hear All Day
  21. 21. Test For It Contextual Inquiry Observational Testing Customer Development
  22. 22. They’re not converting because They don’t get it They don’t need it They don’t want it enough
  23. 23. Money Cost == Time Effort Pain Users Don’t Just Pay With Money
  24. 24. Test For It Pre-Build Commitments Usability Tests Price Optimization
  25. 25. Those Three Reasons Again They Don’t Get It They don’t understand what you’re offering They Don’t Need It They don’t have the problem you’re solving They Don’t Want It Enough The product isn’t worth what you’re asking
  26. 26. Questions? Here’s how to find me... @lauraklein laura@usersknow.com UX for Lean Startups from O’Reilly

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