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Website conversioncheatsheet
1.
Website Conversion Cheat
Sheet Qualifying Questions – Life is too short to work on lousy projects q “Sell ability” -‐ Does the offering have compelling competitive benefits? q Morality – Will the world be a better place if I help this person succeed? Logical Flow -‐ Lead people through a logical sequence q Is there a logical flow from traffic source, through landing page and into conversion? q Will any page in the sequence confuse the user? q Is the navigation and structure of the site easy to follow? q Is the checkout process simple and logical Basic Website Structure – Don’t renovate a site that is fundamentally flawed q Can I exchange elements of the page to increase conversion or should I test against a complete new layout? Expected Metaphors -‐ Offer the best version of the site a user expects to find q Do people have to stop and think before they can use this site (yes = bad!!)? Market Segmentation -‐ Match offers to customer segments q What different customer segments exist? What is there relative value? Do they have different motivations? q Can we split landing pages and sell with greater relevance? q Can we increase or duplicate our best performing channels? Clear Value Presentation -‐ Simple, clear presentation of value is critical q Is the key value proposition clear? Am I engaged even if I don’t play the video? q Is headline punchy and believable? q Are key benefits obvious (use great bullet points) q Do graphics reinforce value claims or distract? Specificity / Believability -‐ Be specific q Am I vague or specific? (specific numbers can be good) q Are my claims ‘fluff & hot air’ or are they believable. (check headline & bullets) Personality -‐ People buy from people, not faceless websites q Can we humanise the site? (intro video, about us, bio box, smiling face photo) q Can we adopt the persona of someone they’d trust to buy from? q Have we respectfully guided customers (without assuming industry knowledge, acronyms etc.) Best Competitive Models -‐ Learn from successful competitive models q Can any great ideas be learned from competitors? Skilled Sales People – Gain insight from those who sell this product most successfully q Is there an awesome sales person who sells this stuff that I can talk to? I want to know what the customer is like, specifically ‘who makes the decision to buy and what are they really looking for?’ Scarcity / Urgency -‐ People buy scarce resources for fear of loss q Is there a legitimate (& believable!) scarcity tactic I can use like limited stock or time? Social Proof – People feel comfortable following the crowd q Can I add or make better use of social proof (testimonials, social media feeds) Authority -‐ Use Authority to legitimise your offering q Are there authority figures that use this product? Can I use their logo? Can I get a testimonial? Distractions / Friction -‐ Don’t distract users as they’re doing what you want, don’t ask people to think q Am I clear about the main purpose of the page (vs. the secondary and tertiary purposes) q Will I confuse users of my site? q Is the checkout process cluttered? q Am I tempting my users with dancing cats on YouTube Risk Reduction -‐ Reducing Risk increases sales q How can I take the risk of purchase away from my customer? (guarantee policy, guarantee seal) © 2011 Ben Stickland, Noble Samurai -‐ www.noblesamurai.com
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