Elements of Design for Higher Conversion

1,017 views

Published on

Published in: Marketing, Business, Technology

Elements of Design for Higher Conversion

  1. 1. Elements  of  Design   for  Higher  Conversion   Mathew Sweezey Marketing Evangelist
 Pardot, a salesforce.com company

  2. 2. Safe Harbour Safe harbour statement under the Private Securities Litigation Reform Act of 1995: This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of the assumptions proves incorrect, the results of salesforce.com, inc. could differ materially from the results expressed or implied by the forward-looking statements we make. All statements other than statements of historical fact could be deemed forward-looking, including any projections of product or service availability, subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of management for future operations, statements of belief, any statements concerning new, planned, or upgraded services or technology developments and customer contracts or use of our services. The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new functionality for our service, new products and services, our new business model, our past operating losses, possible fluctuations in our operating results and rate of growth, interruptions or delays in our Web hosting, breach of our security measures, the outcome of any litigation, risks associated with completed and any possible mergers and acquisitions, the immature market in which we operate, our relatively limited operating history, our ability to expand, retain, and motivate our employees and manage our growth, new releases of our service and successful customer deployment, our limited history reselling non-salesforce.com products, and utilization and selling to larger enterprise customers. Further information on potential factors that could affect the financial results of salesforce.com, inc. is included in our annual report on Form 10-K for the most recent fiscal year and in our quarterly report on Form 10-Q for the most recent fiscal quarter. These documents and others containing important disclosures are available on the SEC Filings section of the Investor Information section of our Web site. Any unreleased services or features referenced in this or other presentations, press releases or public statements are not currently available and may not be delivered on time or at all. Customers who purchase our services should make the purchase decisions based upon features that are currently available. Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements.
  3. 3. Increasing conversions Through better understanding And better design #pardotwebinar   DESIGN ELEME NTSOF
  4. 4. ELEMENTS OF DESIGN FOR HIGHER CONVERSION ng eti ark M all day ink about at I th n, and wh passio ve, work, Is my lo every day Author: Marketing Aut o For Dummies – mation 2014 @msweezey - Mathew “Sweezey”
  5. 5. DESIGN #pardotwebinar   The goal is conversion, not pretty pictures.
  6. 6. “I don’t want someone to say my advertisement is creative. I want them to go out and buy it.” -David Ogilvy
  7. 7. DESIGN #pardotwebinar   Most “Design” is relegated to “Historical” concepts of design.
  8. 8. Tip DESIGN #pardotwebinar   1
  9. 9. DESIGN, LIKE WRITING, SHOULD BE DONE IN THE VERNACULAR.
  10. 10. HISTORICAL Email Design #pardotwebinar   About  BuySite   BuySite -­‐  John  Daniels   Meta  Manager,  Inc.   Visit  us  at  www.buysite.com   Unsubscribe
  11. 11. Design in the Vernacular #pardotwebinar   John,       I  missed  you  the  other  day.  Thought   this  was  something  you’d  like  to  see.     Mark  
  12. 12. Tip DESIGN #pardotwebinar   2
  13. 13. STATE OF DEMAND/STATS/2013 294 Billion Emails 2 Million Blog Posts 400 Million tweets PER DAY #pardotwebinar  
  14. 14. #pardotwebinar   IMPRESSIONS vs. EXPERIENCES
  15. 15. IMPRESSIONS vs. EXPERIENCES #pardotwebinar   A B Received a $50 gift card and a thank you via email. Received a personal phone call, and no money.
  16. 16. IMPRESSIONS vs. EXPERIENCES #pardotwebinar   A B Received a $50 gift card and a thank you via email. Received a personal phone call, and no money. 2x as many people said they would buy again from them after the personal phone call vs. the gift card via email.
  17. 17. Tip DESIGN #pardotwebinar   3
  18. 18. #pardotwebinar   Design with Personality
  19. 19. Personality Works For LEADS PER DAY Before After 10-15 100+ Word-of-mouth referrals from current users make up about 60% of new leads. #pardotwebinar  
  20. 20. Tip DESIGN #pardotwebinar   4
  21. 21. Get Schooled (in Design) #pardotwebinar   What is t he future of content? Baer on Black text white d! backgroun Good design Converts! Ogilvy Des ig to pu n needs s boun h the its o daries o w f desi n gner s. Eames
  22. 22. Get Schooled (in Design) #pardotwebinar   Execute Test Idea Evernote, Moleskin, Homebase .io Keep a desig journal n
  23. 23. Get Schooled (in Design) #pardotwebinar   Execute and Metrics Identify seline a create b Test Split Test Idea Evernote, Moleskin, Homebase .io Keep a desig journal n
  24. 24. Get Schooled (in Design) #pardotwebinar   Execute Then Do iT ! and Metrics Identify seline a create b Test Split Test Idea Evernote, Moleskin, Homebase .io Keep a desig journal n
  25. 25. Tip DESIGN #pardotwebinar   5
  26. 26. #pardotwebinar   INCREASE interactions
  27. 27. Conversions are their key metric. Learn the benefits of “Others Also Like This” -Jeff Bezos (2007)
  28. 28. #pardotwebinar   No Stupid Ones Questions ?
  29. 29. Mathew Sweezey Marketing Evangelist @mathewsweezey msweezey@salesforce.com

×