How to Increase Website Conversions by Applying the Laws of Great Product Design

@lindsaybayuk from @purechat

How was lunch?#ConversionChat

Define YourTarget

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“The successful warrior is the average man, with laser-like focus.” - Bruce Lee

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Not Focused MarketingAnyoneAnyone with a credit cardAnyone who expresses interestAnyone who has ever purchased from you

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Who are your best customers?Repeat buyers?Most profitable?Influential in the community?Easiest to serve?

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Target Definition

Categories Good Better BestYears in Business

2-3 4 5+

Industry Bookkeeping Tax Prep CPAGeography Regional Metro Area CityRelationship No Connection One

IntroductionAlready Connected

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Your product is one among millions. With so many products, why should a customer choose yours?

Positioning answers this question.

Positioning#ConversionChat

Develop PersonasWhat do they do for work?Where are they from?How old are they?Where do they get their information?What motivates them?How much money do they make?What is their attitude towards life?

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©2001-2014 All Rights Reserved. MailChimp® is a registered trademark of The Rocket Science Group.

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Saying “no” increases connection and

conversion.

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Designthe

Experience

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Map current reality

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Document the entire

experience, test, and re-design to

fix the gaps.

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Testthe

Message

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Benefits not features.

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℅ Peter Sandeen

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℅ Copy Hackers

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℅ Copy Hackers

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℅ Copy Hackers

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Testthe message, not the words.

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