Diese Präsentation wurde erfolgreich gemeldet.
Wir verwenden Ihre LinkedIn Profilangaben und Informationen zu Ihren Aktivitäten, um Anzeigen zu personalisieren und Ihnen relevantere Inhalte anzuzeigen. Sie können Ihre Anzeigeneinstellungen jederzeit ändern.

How to 10X your Conversion

Deck for my talk "How To 10X Your Conversion Fundamentals of Usability & Optimisation" from the Secret Sauce conference in London on 23 September, 2015.

How to 10X your Conversion

  1. 1. How To 10X Your Conversion Fundamentals of Usability & Optimisation Matt Lerner Download the Deck: @MattHLerner
  2. 2. 2 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. Download the Deck: @MattHLerner
  3. 3. 3 500 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
  4. 4. Agenda ▪ Introductions ▪ Can you Really 10X your Conversion? ▪ Down through the funnel: 1. Measuring Your Conversion 2. Delivering Value 3. The Automatic Funnel: Thinking Fast vs. Thinking Slow 4. Landing Pages & Home Pages 5. Plans and Pricing 6. Forms 7. Payments & Checkout
  5. 5. 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%)
  6. 6. 1. Measure Your Conversion Traffic Home/Landing Products/ Pricing Signup/ Payment Engage-
 ment Aaaaarrrggggg! You get what you measure!
  7. 7. 2. Deliver Value
  8. 8. 2. Deliver Value
  9. 9. 3. The Automatic Funnel
  10. 10. 4. Landing Pages that Don’t Suck
  11. 11. 4. Landing Pages that Don’t Suck
  12. 12. A
  13. 13. B
  14. 14. Landing Pages
  15. 15. 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# Download the Deck: @MattHLerner Where to Start?
  16. 16. 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) Download the Deck: @MattHLerner
  17. 17. 5. Products Pages, Plans & Pricing
  18. 18. Products Pages, Plans & Pricing
  19. 19. 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 Download the Deck: @MattHLerner
  20. 20. 6. Webforms
  21. 21. 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! Download the Deck: @MattHLerner
  22. 22. Webforms
  23. 23. Webforms
  24. 24. 7. Payments & Checkout
  25. 25. Payments & Checkout ¢26 ¢1 40% 40%
  26. 26. Payments & Checkout ¢25 Free 10% 90%
  27. 27. Offer All Popular Payment Methods
  28. 28. Offer All Popular Payment Methods
  29. 29. Best Practice Example
  30. 30. Offer All Popular Payment Methods
  31. 31. You can 10X your Conversion! ▪ Measure! ▪ Keep them thinking fast - scannable ▪ Do user research - answer their questions ▪ Continuously test & iterate Download the Deck: @MattHLerner
  32. 32. 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%
  33. 33. If you find this kind of thing helpful… Download the Deck: @MattHLerner
  34. 34. Download the Deck: @MattHLerner

×