Lander Academy - Peep Laja's How to build websites that sell
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This document provides a systematic approach to website conversion optimization through research, testing, and removing friction. It discusses understanding user personas, phases, and motivations. Key factors that improve conversion rates are clarity on the website purpose and calls to action, creating a strong value proposition, generating a sense of urgency while minimizing distractions, and testing different design and content options. The goal is to use a scientific, data-driven approach rather than personal opinions to optimize the user experience and marketing effectiveness of a website.
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Lander Academy - Peep Laja's How to build websites that sell
- 1. Building a website that converts A systematic approach to conversion optimization Peep Laja, ConversionXL
- 2. Introduction • Peep Laja – ConversionXL, Markitekt • Real estate in Dubai, TV in UK, SEO in Panama, niche sites, SaaS • How to get business results from your site
- 9. • Design is not art • Designer is an engineer • Function over aesthetics
- 10. GOAL?
- 12. Conversion optimization is the science of doing marketing better
- 13. Scientific approach, not personal opinions
- 14. It all starts with research. What’s working right now? What’s not working? What do the users want and how do they want it?
- 15. Web analytics Heat maps User surveys Usability tests Funnel analysis
- 16. Which factors make a site convert better?
- 18. Motivation and relevancy • Target relevant people • Join the conversation in the customers’ mind • Ads and landing pages need the same message • Does your offer solve a problem the customer has?
- 19. Understand buying phases • Don’t ask for the sale too soon • Create paths for people in different phases
- 21. Engagement • Join the newsletter • Subscribe via email • Follow us on Facebook • Take part • Win!
- 23. Value proposition • What exactly are you offering? • How is it better or different from other similar offers out there? • How do I benefit? • Who is it meant for?
- 26. Clarity • Where am I? • What can I do here? • How is this useful? • How exactly does this work?
- 27. Our Point of Sale Systems Integrate Hardware, Software and Internet Social Media Marketing Into One Giant Revenue Super System.
- 29. Friction • Too long or complicated process • Don’t understand what to do • Ugly website • Complicated language • Lack of information • Insufficient evidence • Fears, doubts, uncertainties
- 30. 4 main reasons why people don’t buy
- 34. Urgency • Time limitations • Quantity limitations • Contextual urgency (Christmas, Mother’s Day)
- 36. Distraction and noise • Every single page should have a single Most Wanted Action • Is it clear what the user should do next? • Does the page have something that is not related to the action we want users to take? • What can we remove?
- 39. Checklist • Customer personas • Clarity • Friction • Motivation and relevancy • Urgency • Distraction and noise • Value proposition • Engagement
- 40. We can’t know (100%) in advance which design, copy or layout will work the best. WE HAVE TO TEST IT
- 41. A/B testing vs multivariate testing
- 44. Main things to test
- 45. Offer
- 46. Headline
- 47. Button size and text
- 49. Principles • Clarity trumps persuasion • People don’t care about you. They care about themselves. • Less is more • The best sales copy is the one that provides full information.
- 50. Thank you • Follow me @peeplaja • Visit http://conversionxl.com