CRO PROS Funnels that function. CREATE FORMS AND FUNNELS THAT CONVERT

Hello, I’m Charbel How did I get here?

We are.

- Funnels that function: Create forms and funnels that convert

Who we areAcademy Xi is a digitally focused education campus that provides custom training programs for teams and career transforming courses for individuals wanting to expand their knowledge and skills.

- Funnels that function: Create forms and funnels that convert

Who we’ve trained

We’re also Velvet Onion

Service and Experience Designers

improving life through design.

“I have with me two gods, Persuasion and Compulsion”.

— Themistocles

- Funnels that function: Create forms and funnels that convert

Persuasive design.

- Funnels that function: Create forms and funnels that convert

Persuadere

- Latin, Verb.

• Persuade, convince

• Prevail upon or induce to do something

- Funnels that function: Create forms and funnels that convert

UX Toolkit

Makes things

USEFUL

Research Information Architecture

Makes things

FINDABLE

Interaction Design

Makes things

USABLE

Experience Design

Makes things

SEAMLESS

Persuasive Design

Makes things

HAPPEN

- Funnels that function: Create forms and funnels that convert

Three Factors in persuasion- Motivation

- Ability

- Triggers

High motivation

High ability

INCREASIN

G LIKELIN

ESS TO

PERFORM

TARGET B

EHAVIOUR

Target

Trigger

s >

- Funnels that function: Create forms and funnels that convert

Newsletter subscription- Target behaviour

- Capture user’s email address

High motivation

High ability

INCREASIN

G LIKELIN

ESS TO

PERFORM

TARGET B

EHAVIOUR

Target

Trigger

s >

- Funnels that function: Create forms and funnels that convert

Newsletter subscription- Target behaviour

- Capture user’s email address

• Ability: EASY

High motivation

High ability

INCREASIN

G LIKELIN

ESS TO

PERFORM

TARGET B

EHAVIOUR

Target

Trigger

s >

- Funnels that function: Create forms and funnels that convert

What This Means- The lower in the grid,

the less likely it is that you’ll get them to do what you want.

High motivation

High ability

INCREASIN

G LIKELIN

ESS TO

PERFORM

TARGET B

EHAVIOUR

Target

Trigger

s >

- Funnels that function: Create forms and funnels that convert

What This Means- But if they want

your newsletter, they’re in.

High motivation

High ability

INCREASIN

G LIKELIN

ESS TO

PERFORM

TARGET B

EHAVIOUR

Target

Trigger

s >

- Funnels that function: Create forms and funnels that convert

X

What’s the Trigger?- Ask only for

what’s appropriate to get them committed.

High motivation

High ability

INCREASIN

G LIKELIN

ESS TO

PERFORM

TARGET B

EHAVIOUR

Target

Trigger

s >

- Funnels that function: Create forms and funnels that convert

Prime rule of persuasion?- Simplicity.

High motivation

High ability

INCREASIN

G LIKELIN

ESS TO

PERFORM

TARGET B

EHAVIOUR

Target

Trigger

s >

- Funnels that function: Create forms and funnels that convert

Best practices.

- Funnels that function: Create forms and funnels that convert

Designing search.

- Funnels that function: Create forms and funnels that convert

When is search needed?

- For content heavy sites, often used (e.g., Wikipedia)

- When users can’t find what they’re looking for (this is bad information architecture)

- Funnels that function: Create forms and funnels that convert

When is search needed?

- Simple search first

- Sites with lots of complication features and facets have replaced advanced search with other mechanisms

- Funnels that function: Create forms and funnels that convert

Designing search

- A box to type words

- A button or image to apply the search term

- A results page

- The ability to filter through many search results

- Funnels that function: Create forms and funnels that convert

Search mistakes

- Placing the search box at the bottom of the page, or hiding it in the navigation menu

- Making the input field too short

- Making the submit button too small

- Hiding the search box

- Funnels that function: Create forms and funnels that convert

Explicit search

- Rapid Feature Identification

- When a search produces results that match the search term

- Funnels that function: Create forms and funnels that convert

Faceted search

- Rapid Feature Identification

- This has largely replaced ‘advanced search’ by allowing to narrow the same search with multiple filters

- Funnels that function: Create forms and funnels that convert

Excellent examples

- Rapid Feature Identification

- AirBnB, SkyScanner, The Iconic, Nova FM

- Funnels that function: Create forms and funnels that convert

Mobile faceted search

- Think about how people touch, rather thank click

- Remember, 44 pixels is the minimum tap area. It’s still not enough. Go for 60 as a minimum

- Funnels that function: Create forms and funnels that convert

- A technique that starts to find matching entries based on what you’re typing

Auto-complete search

- Funnels that function: Create forms and funnels that convert

- Will become a great differentiation for the mobile audiences

Voice search

- Funnels that function: Create forms and funnels that convert

Designing forms.

- Funnels that function: Create forms and funnels that convert

Form design principles

- Progressive disclosure

- Plain language labels

- Clear validation and visual feedback

- Completion

- Funnels that function: Create forms and funnels that convert

Progressive disclosure

- An interaction design technique often used to help maintain the focus of a user's attention by reducing clutter, confusion, and cognitive workload.

- Funnels that function: Create forms and funnels that convert

Progressive disclosure

- This improves usability by presenting only the information required for the task at hand

- Helps reduce overwhelming feelings in complicated and long form processes

- Funnels that function: Create forms and funnels that convert

Progressive disclosure

- Funnels that function: Create forms and funnels that convert

Plain language labels

- Single words or simple phrases

- Be precise: First name

- NOT: Please tell us your first name

- NEVER: We’d love to know more about you

- Funnels that function: Create forms and funnels that convert

Plain language labels

- Be non threatening

- NEVER: We need your first name

- Funnels that function: Create forms and funnels that convert

Lazy registration

- Let people view with your product first

- Provide something useful, then ask for registration

- e.g. “To add a comment, please register:

- Funnels that function: Create forms and funnels that convert

Validation

- People rush

- Show them they’ve done it right

- Highlight if they’ve made a mistake

- Tell them how to correct their mistake

- Funnels that function: Create forms and funnels that convert

Completion

- Confirm that they’ve finished

- Funnels that function: Create forms and funnels that convert

Edge cases

- Design for long names and addresses

- Don’t force a phone number format

• If someone uses dashes between numbers, allow it

- Funnels that function: Create forms and funnels that convert

Explain why

- What’s in it for me

- Benefits

- Bonuses

- Funnels that function: Create forms and funnels that convert

All required

- Why ask for optional fields

- People won’t fill them in

- If you MUST, limit the number of optional fields

- Funnels that function: Create forms and funnels that convert

Language

- Use descriptive calls to action

- Register now

- NEVER submit

- Funnels that function: Create forms and funnels that convert

No links

- Never use links in forms

- Need to maintain flow & progression

- Exceptions for explanations

- User hovers or tooltips

- Funnels that function: Create forms and funnels that convert

Test

- Mistakes

- Accessibility

- Clean data

- Funnels that function: Create forms and funnels that convert

Layout

- Form labels on top of fields best

- Single column best

- Readability

- People scan

- Appropriate width (eg, postcode)

- Funnels that function: Create forms and funnels that convert

Grouping

- For long forms, group related things. E.g.:

- Personal details

- Work details

- Finance

- Funnels that function: Create forms and funnels that convert

Focus action

- Single mindedness

- ONE MAIN BUTTON

- Funnels that function: Create forms and funnels that convert

Progress

- Show path to completion

- Show progress

- Show location

- Funnels that function: Create forms and funnels that convert

- Funnels that function: Create forms and funnels that convert

Recall

- Check field labels match the input

- Funnels that function: Create forms and funnels that convert

Clutter

- Simple and single mindedness

- Funnels that function: Create forms and funnels that convert

Correct message

- Red is only used for errors

- Funnels that function: Create forms and funnels that convert

Correct message

- Red is only used for errors

- Funnels that function: Create forms and funnels that convert

Renewing your passport?

- Match the requirement to the real world

Let’s chat. Questions and answers.

- Funnels that function: Create forms and funnels that convert

Get in touch

- Charbel Zeaiter

- charbel@academyxi.com

- charbel@velvetonion.com

- 0411 115 770

See you in the future Thank you