In this talk, Lindsay Bayuk from Pure Chat will cover the core concepts for building a great product and how to apply them to your WordPress site. Learn how to optimize your WordPress site and increase conversion with better targeting, positioning, messaging, personas and testing. Wordcamp Salt Lake City 2015 https://www.purechat.com/

1. How to Increase Website
Conversions by Applying the Laws
of Great Product Design
@lindsaybayuk from @purechat

2. How was lunch?
#ConversionChat

3. Define Your
Target
#ConversionChat

4. “The successful warrior is the average man, with
laser-like focus.” - Bruce Lee
#ConversionChat

5. Not Focused Marketing
Anyone
Anyone with a credit card
Anyone who expresses interest
Anyone who has ever purchased from you
#ConversionChat

6. Who are your best customers?
Repeat buyers?
Most profitable?
Influential in the community?
Easiest to serve?
#ConversionChat

7. #ConversionChat

8. #ConversionChat

9. #ConversionChat

10. #ConversionChat

11. Target Definition
Categories Good Better Best
Years in Business 2-3 4 5+
Industry Bookkeeping Tax Prep CPA
Geography Regional Metro Area City
Relationship No Connection One Introduction Already
Connected
#ConversionChat

12. Your product is one
among millions. With
so many products, why
should a customer
choose yours?
Positioning answers
this question.
Positioning
#ConversionChat

13. Develop Personas
What do they do for work?
Where are they from?
How old are they?
Where do they get their information?
What motivates them?
How much money do they make?
What is their attitude towards life?
#ConversionChat

14. ©2001-2014 All Rights Reserved. MailChimp® is a registered trademark of The Rocket Science Group.
#ConversionChat

15. Saying “no” increases
connection and conversion.
#ConversionChat

16. Design
the Experience
#ConversionChat

17. Map
current reality
#ConversionChat

18. #ConversionChat

19. #ConversionChat

21. Document the
entire experience,
test, and re-design
to fix the gaps.
#ConversionChat

22. Test
the Message
#ConversionChat

23. Benefits not features.

24. #ConversionChat

25. ℅ Peter Sandeen
#ConversionChat

26. ℅ Copy Hackers
#ConversionChat

27. ℅ Copy Hackers
#ConversionChat

28. ℅ Copy Hackers
#ConversionChat

29. #ConversionChat

30. #ConversionChat

31. Test
the message,
not the words.
#ConversionChat

32. Give instant answers
and capture more
leads with our live
chat Wordpress
plugin.
www.purechat.com
Thanks to Unsplash and Startup Stock Photos for the great photos!