Conversion Optimization Framework Scott Brinker ion interactive @chiefmartec SMX Advanced 2010

R elevant E ngaging A uthoritative D irectional Y ield Optimal

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Fulfills Promises 1 > If you make a promise, keep it—always > Crucial to trust > Prices, discounts, fulfillment pieces, and special offers > Bait-and-switch ticks people off > Carry forward

Message Match 2 > Continuity > Specific focus > Echo the same language > Reinforce key idea with supportive, relevant content > Maintain message “scent” throughout entire experience

Design Match 3 > Ad design matches page design > Shared graphical elements > Strong and visceral continuity “scent” > Primarily applicable to display, email, offline-to-online

Audience Identity 4 > “This is for me” > Visitors identify with the content > Similarity “liking” > Speak in their vernacular > Call them by name > Use multi-step experiences to self-segment

Timely 5 > Everything is up-to-date > Fresh, not stale, look and language > Time-sensitive content, offers are powerful— but only if current > Campaigns and social media

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Compelling Value Proposition 6 > Core value of your product, service, offer to people > Regardless of how it is presented > Unique selling proposition (USP) > Unique campaign proposition (UCP) > Be good, be great

Emotional Appeal 7 > Reach visitors on an emotional level > Feed the right brain > Tell a great story > Set the mood with design, imagery, color theory > Express meaning > Works in B2B too

Rational Justification 8 > Persuade visitors with logic, reason > Feed the left brain > Quantify value > Bullets, tables, and infographics > Don’t overreach > Be synergistic with emotional appeal

Affective Design 9 > Blend functionality and aesthetics > Use design to communicate value > Be the “iPod” of landing pages— intuitive simplicity > Elements of page are harmonious > User-centered design

Differentiated 10 > Represent your unique brand > Stand out from the competition > Be authentic > Don’t follow other people’s formulas blindly > Be bold, creative, and memorable

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Assurances 11 > Soothe anxieties, minimize risk— radiate confidence > Strong guarantees > Be consultative, be responsible > Set expectations > Trustmarks > Quality of page as signal of credibility

Accurate & Concrete 12 > Concrete details to make it real > Accuracy matters > Product images, demos, illustrations > Applies to benefits and features > Levels of depth > Avoid vague claims, and “fluff”

Social Norms 13 > Privacy policy, terms of use > Stage appropriate > Reasonable form questions, length > “Escape hatch” > Cultural norms > Respecting norms signals credibility

Social Proof 14 > Choose us: you’re in good company > Lots of customers > Customer logos > Real testimonials > Press and awards > Pictures or video of real people > Halo effects

Brand Consistent 15 > Brand  Trust > Brand impact is significant—use it > Consistency with logo, colors, fonts, nomenclature, tone, design, language > Either helping or harming brand > Browser testing

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Clear Call to Action 16 > What do you want visitors to do? > Is it reasonable? > Any potential confusion? > Gravitational center of the page > One is often best > Several can work if “frictionless”

Frictionless Choices 17 > Help people quickly get what they want > Guide them, don’t make them hunt > Build engagement > Enough info to make a choice? > Avoid hard choices or too many— “undecideds” halt

Minimal Distractions 18 > Keep distractions to a minimum > Maintain forward momentum > No navigation or “navigation lite” where appropriate > In-page exploration > But don’t be overly controlling

Motivation & Incentives 19 > Why you, why now > Extra nudge to take action > Expirations, limited supplies > Tap competitive motivations > Scarcity, reciprocity > Don’t overdo it

Progressive Conversion 20 > Conversion is often a path, not a page > Interactive dialogs, flows, and wizards > Micro-conversions > Romance pages > Build commitment > Give non-converters a good experience too

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Hypothesis 21 > Ask a meaningful, big question > What will you learn if succeeds or not? > Asking a question focuses your ideas > Scientific method > Careful of causation vs. correlation > Upstream variables

A/B or Multivariate Test 22 > Always be testing > Test the hypothesis > Use A/B testing to explore big ideas > Use MVT to hone your presentation > If you’re not testing, you’re wasting opportunities > Test-driven marketing

Tracking & Segmentation 23 > Bounce rate, conversion rate, quality/value, your own metrics > Milestones (“tags”) > Segmentation by source, behavior > Closing the loop, calculating ROI > Responsiveness

SEO 24 > Consciously decide your SEO strategy > Keyword tactics > Link sculpting > Index or noindex > Follow or nofollow > Canonical URLs > Semantic web data

Downstream R.E.A.D.Y. 25 > Hand-offs to other pages/channels should be smooth > Don’t lose the scent > Evaluate each step for continuity > Shopping carts— where clicks go to... > Follow-up emails, calls, retargeting

Get READY: bit.ly/ready2optimize Scott Brinker President & CTO ion interactive [email_address] Twitter: @chiefmartec http://www.ioninteractive.com