The Website Conversion Cheat Sheet

WEBSITE CONVERSION CHEAT SHEET GREG Qualifying Questions 1 Life is too short to work on lousy projects "Sell ability" WOYDOW what wher 0herewh Does the offering have compelling competitive benefits? Morality! Logical Flow flow Will any page in the sequence c page structure easy to follow? of the site Is the checkout process simple and logical Basic Website Structure Don't renovate a site that is fundamentally flawed NEWS FEED Can I exchange elements of the page to increase conversion or should I test against a complete new layout? MARKETING DESIGN SEARCH ENGINE BLOG WEBSITE ANALYTICS RUM ADVERTISING Expected Metaphors 4 Expected Metaphors, Offer the best version of the site a user expects to find Do people have to stop and thỉnk before they can use this site (yes = bad)? Market Segmentation Match offers to customer segments 5 What different customer segments exist? What is there relative value? Do they have different motivations? Can we split landing pages and sell with greater relevance? Can we increase or duplicate our best performing channels? Clear Value Presentation Simple, clear presentation of value is critical Is the key value proposition clear? Aml engaged even if I don't play the video? Is headline punchy and believable? Are key benefits obvious (use great bullet points) Do graphics reinforce value claims or distract? Specificity/Believability Be specific Am I vague or specific? (specific numbers can be good) Are my claims 'fluff & hot air' or are they believable. (check headline & bullets) Personality People buy from people, not faceless websites Can we humanize the site? (intro video, about us, bio box, smiling face photo) Can we adopt the persona of someone they'd trust to buy from? Have we respectfully guided customers (without assuming industry knowledge, acronyms etc). Best Competitive Models Learn from successful competitive models Can any great ideas be learned from competitors? Skilled Sales People Gain insight from those who sell this product most successfully Is there an awesome sales person who sells this stuff that I can talk to? I want to know what the customer is like, specifically who makes the decision to buy and what are they really looking for? Scarcity/Urgency People buy scarce resources for fear of loss 11 Is there a legitimate (& believable) scarcity tactic I can use like limited stock or time? 12 Social Proof 12 People feel comfortable following the crowd Can I add or make better use of social proof (testimonials, social media feeds) Authority Use Authority to legitimise your offering 13 YES! NO? Are there authority figures that use this product? Can I use their logo? Can I get a testimonial? 14 Distractions/Friction Don't distract users as they're doing what you want, don't ask people to think Am I clear about the main purpose of the / page (vs. the secondary and tertiary purposes) Will I confuse users of my site? Is the checkout process cluttered? Am I tempting my users with dancing cats on YouTube Risk Reduction 15 Reducing Risk increases sales How can I take the risk of purchase away from my customer? (guarantee policy, guarantee seal) Accelerated NOBLE SAMURAI Freelance Info Graphic by Accelerated Freelance Data adapted from the Website Conversion Cheat Sheet - Ben Stickland, Noble Samurai www.noblesamurai.com www.acceleratedfreelance.com nto conversion Confuse the user? Is there a logical through land anm traffic source, Is the navigation ano 10 GACK. NOW A GUA