How to 10X your Conversion

transcript

How To 10X Your ConversionFundamentals of Usability & OptimisationMatt Lerner

Download the Deck: @MattHLerner

About Me▪ 17 years Marketing & GM at PayPal

and 3 startups (not Adobe)

▪ Built & ran 3 Growth teams▪ Mentored over 40 startups▪ Runs 500 Startups London▪ Former chemist, speech writer, and

valet parking attendant.

500 Startups London▪ 5 Companies per Batch (4X/yr)▪ Three months, one in residence▪ Post-seed, Pre-Series A - Live product

with customers & (ideally) revenue!▪ Laser-focus on scaling growth▪ Elite staff & mentors

Applications by referral only

Next batch starts Feb 1

Agenda▪ Introductions ▪ Can you Really 10X your Conversion?▪ Down through the funnel:

1. Measuring Your Conversion2. Delivering Value3. The Automatic Funnel: Thinking Fast vs. Thinking Slow4. Landing Pages & Home Pages5. Plans and Pricing6. Forms7. Payments & Checkout

Can you 10X your Conversion?

Visit Home 100

View Product 60 (60%)

Add to Cart 18 (30%)

Start Checkout 11 (60%)

Finish Checkout 8 (70%)

1. Measure Your Conversion

Traffic

Home/Landing

Products/Pricing

Signup/Payment

Engage- ment

Aaaaarrrggggg!

You get what you measure!

2. Deliver Value

3. The Automatic Funnel

4. Landing Pages that Don’t Suck

Landing Pages

Source: MarketingSherpa 2011 Landing Page Optimization Benchmark Report

0%# 20%# 40%# 60%# 80%# 100%#

Loca-on#of#CTA#Headline#Copy#

Form#Logic#Form#Layout#

Text#vs.#Graphics#Nav.#Logic#

Number#of#CTAs#Body#Copy#

BuIon#Copy#Page#Header#Image#

Image#Content#Nav#Loca-on#

Impact'of'Op+mizing'Element'on'Conversion'

Large#&#Medium# Small/None#

Where to Start?

Landing Page Best Practices● Short, succinct value proposition(s)● Clear, compelling hero image● Prominent, single CTA (call to action, button)● No exit paths out of funnel● Sufficient info. to drive conversion, not a word more.● Anticipate & address customer objections● Use breadcrumb trail to set expectations● Free trial/sample/report (reduces perceived commitment)

5. Products Pages, Plans & Pricing

Products Pages, Plans & Pricing

Plans & Pricing● Be clear & simple● Make options sequential (e.g. good/better/best)● Highlight differences clearly● Show important similarities● Recommend one “preferred” option● Use pricing foils

6. Webforms

Webforms Best Practices● Be cliche - simple well-known UX conventions, make it simple.● Ask for as little information in as few steps as possible. (You

can get more info later).● Place labels above fields (not in), and show syntax

requirements.● Do robust error handling & input validation.● Align fields, labels along a straight line (left-justified)● DIY user testing - on any “novice.” Test on a phone too!

Webforms

7. Payments & Checkout

Payments & Checkout

¢26 ¢1

40% 40%

Payments & Checkout

¢25 Free

10% 90%

Offer All Popular Payment Methods

Best Practice Example

Offer All Popular Payment Methods

You can 10X your Conversion!▪ Measure!▪ Keep them thinking fast - scannable▪ Do user research - answer their questions▪ Continuously test & iterate

Why 10X your Conversion Now?

Conversion 0.5% 5% 50%

CPC £1 £1 £1

AOV £100 £100 £100

CPA £200 £20 £2

ROI -100% 500% 5,000%

If you find this kind of thing helpful…