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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 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

Published in: Business, Technology

Startup Growth Academy #2: Page Conversion Checklist

  1. 1. #Landing Page What makes a great landing page?
  2. 2. #1 Only important content: benefits, pricing, contact. *1
  3. 3. #2 Benefits. Show user benefits, not product features. *2
  4. 4. #3 One pitch. Decide on the most important benefit/UVP and pitch it. *3
  5. 5. You can learn pitching from Asana.
  6. 6. #4 One CTA. Think about your audience: what CTA would convince them to try the product?
  7. 7. You want such a call to action.
  8. 8. #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.
  9. 9. Don’t even think about forms like this one!
  10. 10. #6 Huge, friendly picture. A smiley face should do the job. *4
  11. 11. Good, old classic from 37signals.
  12. 12. #7 Social Proof. Use whatever you can: number of customers, their logos and references. More is better in this case.
  13. 13. #8 Distractions. There can't be any unnecessary friction in the user flow – forget the carousel and slider. *5
  14. 14. #9 Speed. Slow pages simply don't convert. Make sure your website gets a good score from Google website optimizer.
  15. 15. #User Onboarding Conversion doesn’t end at a landing page.
  16. 16. #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
  17. 17. #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
  18. 18. #Traffic Traffic sources can be optimized as well.
  19. 19. #2 Right target. Are you reaching the right people?
  20. 20. #2 No false promise. Avoid overselling your product when pitching to your potential visitors (in content marketing and ads).
  21. 21. They will leave immediately after realizing the product offered on the landing page is even slightly different from the promised one. 
  22. 22. Follow this checklist before you start A/B testing anything on your page.
  23. 23. Testing techniques, footnotes and checklist in PDF are available on: www.growthhacking.biz/ page-conversion-checklist
  24. 24. Join FREE Marketing Course: www.growthhacking.biz Greg Pietruszynski | @pietruszynski

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