Download - Conversion for companies that put people in touch with each other (like classifieds companies)
![Page 1: Conversion for companies that put people in touch with each other (like classifieds companies)](https://reader034.vdocument.in/reader034/viewer/2022051411/546f6deeaf795985298b5ad3/html5/thumbnails/1.jpg)
Conversion rate optimization for companies that put people in touch with each other (like classifieds sites, trading platforms, job sites, dating sites, social networks and communities)
Dr Karl Blanks, Chairman
![Page 2: Conversion for companies that put people in touch with each other (like classifieds companies)](https://reader034.vdocument.in/reader034/viewer/2022051411/546f6deeaf795985298b5ad3/html5/thumbnails/2.jpg)
How we became “conversion obsessed”
![Page 3: Conversion for companies that put people in touch with each other (like classifieds companies)](https://reader034.vdocument.in/reader034/viewer/2022051411/546f6deeaf795985298b5ad3/html5/thumbnails/3.jpg)
Google took notice
![Page 4: Conversion for companies that put people in touch with each other (like classifieds companies)](https://reader034.vdocument.in/reader034/viewer/2022051411/546f6deeaf795985298b5ad3/html5/thumbnails/4.jpg)
Our results Our clients
![Page 5: Conversion for companies that put people in touch with each other (like classifieds companies)](https://reader034.vdocument.in/reader034/viewer/2022051411/546f6deeaf795985298b5ad3/html5/thumbnails/5.jpg)
![Page 6: Conversion for companies that put people in touch with each other (like classifieds companies)](https://reader034.vdocument.in/reader034/viewer/2022051411/546f6deeaf795985298b5ad3/html5/thumbnails/6.jpg)
![Page 7: Conversion for companies that put people in touch with each other (like classifieds companies)](https://reader034.vdocument.in/reader034/viewer/2022051411/546f6deeaf795985298b5ad3/html5/thumbnails/7.jpg)
“There is a near-explosion, followed by a few short years of tremendous excite-ment, tremendous startup activity, tremendous publicity. Five years later comes a ‘shakeout’, which few survive.”
Peter Drucker, 1985
![Page 8: Conversion for companies that put people in touch with each other (like classifieds companies)](https://reader034.vdocument.in/reader034/viewer/2022051411/546f6deeaf795985298b5ad3/html5/thumbnails/8.jpg)
![Page 9: Conversion for companies that put people in touch with each other (like classifieds companies)](https://reader034.vdocument.in/reader034/viewer/2022051411/546f6deeaf795985298b5ad3/html5/thumbnails/9.jpg)
URL =
Ubiquity first, Revenue Later
![Page 10: Conversion for companies that put people in touch with each other (like classifieds companies)](https://reader034.vdocument.in/reader034/viewer/2022051411/546f6deeaf795985298b5ad3/html5/thumbnails/10.jpg)
Demand-side economies of scale
n = 2
n = 5
n = 12
2 connections
20 connections
132 connections
![Page 11: Conversion for companies that put people in touch with each other (like classifieds companies)](https://reader034.vdocument.in/reader034/viewer/2022051411/546f6deeaf795985298b5ad3/html5/thumbnails/11.jpg)
To your users…
…the value of your business ∝ n2
![Page 12: Conversion for companies that put people in touch with each other (like classifieds companies)](https://reader034.vdocument.in/reader034/viewer/2022051411/546f6deeaf795985298b5ad3/html5/thumbnails/12.jpg)
Buying-and-selling platforms (eBay, Voices.com, job sites, car sites)
Communications (e.g., Skype)
User-generated content (e.g., Wikipedia, Amazon, IMDb)
Social networks (e.g., Facebook, dating sites)
Ad networks (e.g., AdSense)
Software (users want compatibility)
Note: Perception and expectation are important “Single-player and multi-player modes”—Zach Klein
Demand-side economies of scale
![Page 13: Conversion for companies that put people in touch with each other (like classifieds companies)](https://reader034.vdocument.in/reader034/viewer/2022051411/546f6deeaf795985298b5ad3/html5/thumbnails/13.jpg)
Supply-side economies of scale
As sales increase, variable costs decrease due to bulk buying
Marketing
Product design
Operations
Fixed costs are divided among a larger number of users, so you can afford to spend more on…
Everything
![Page 14: Conversion for companies that put people in touch with each other (like classifieds companies)](https://reader034.vdocument.in/reader034/viewer/2022051411/546f6deeaf795985298b5ad3/html5/thumbnails/14.jpg)
![Page 15: Conversion for companies that put people in touch with each other (like classifieds companies)](https://reader034.vdocument.in/reader034/viewer/2022051411/546f6deeaf795985298b5ad3/html5/thumbnails/15.jpg)
Gaining a deep understanding of what makes buyers buy 1
2 Determining what makes some qualified visitors not buy
How do we get such amazing results?
![Page 16: Conversion for companies that put people in touch with each other (like classifieds companies)](https://reader034.vdocument.in/reader034/viewer/2022051411/546f6deeaf795985298b5ad3/html5/thumbnails/16.jpg)
O/CO Objection Counter-Objection
A more sophisticated approach.
![Page 17: Conversion for companies that put people in touch with each other (like classifieds companies)](https://reader034.vdocument.in/reader034/viewer/2022051411/546f6deeaf795985298b5ad3/html5/thumbnails/17.jpg)
…do… …think… …say
Tools we use to find out what visitors…
![Page 18: Conversion for companies that put people in touch with each other (like classifieds companies)](https://reader034.vdocument.in/reader034/viewer/2022051411/546f6deeaf795985298b5ad3/html5/thumbnails/18.jpg)
How we increased the conversion rate of Voices.com by over 400%
![Page 19: Conversion for companies that put people in touch with each other (like classifieds companies)](https://reader034.vdocument.in/reader034/viewer/2022051411/546f6deeaf795985298b5ad3/html5/thumbnails/19.jpg)
We studied Voices.com’s sales funnel to find the biggest opportunities for improvement.
We studied all of Voices.com’s sales literature and interviewed the company’s CEO to identify all of the company’s “persuasion assets.”
1
2
3
We analyzed 510 visitor surveys to understand the mindset of those who arrived to the site but didn’t ultimately subscribe.
We analyzed Voices.com’s competitors’ websites to understand the strategies and opportunities. 4
Once we understood the prospects’ main objections, and what could be done to overcome them, we created new test pages.
Our in-depth analysis of Voices.com
![Page 20: Conversion for companies that put people in touch with each other (like classifieds companies)](https://reader034.vdocument.in/reader034/viewer/2022051411/546f6deeaf795985298b5ad3/html5/thumbnails/20.jpg)
We achieved the 400% increase by doing eleven experiments, which
we carried out at five different stages of the conversion funnel.
![Page 21: Conversion for companies that put people in touch with each other (like classifieds companies)](https://reader034.vdocument.in/reader034/viewer/2022051411/546f6deeaf795985298b5ad3/html5/thumbnails/21.jpg)
Here are a few things that might apply to your business.
![Page 22: Conversion for companies that put people in touch with each other (like classifieds companies)](https://reader034.vdocument.in/reader034/viewer/2022051411/546f6deeaf795985298b5ad3/html5/thumbnails/22.jpg)
Finding and communicating proof
Adding proof to the homepage had a significant effect: Voices.com had some impressive “claims to fame” that could really influence prospective customers but that weren’t clearly communicated on the website.
![Page 23: Conversion for companies that put people in touch with each other (like classifieds companies)](https://reader034.vdocument.in/reader034/viewer/2022051411/546f6deeaf795985298b5ad3/html5/thumbnails/23.jpg)
The site had two distinct types of visitor: voice-over artists and companies looking for voice-over artists. There was a great benefit from immediately and clearly segmenting these types of visitor into separate conversion funnels.
Segmenting (by visitor type or by visitor intention)
![Page 24: Conversion for companies that put people in touch with each other (like classifieds companies)](https://reader034.vdocument.in/reader034/viewer/2022051411/546f6deeaf795985298b5ad3/html5/thumbnails/24.jpg)
Often, the biggest obstacle facing prospects is that they don’t understand what they are about to sign up for. Voices.com overcame this obstacle by adding clearly communicated demonstration videos.
Demonstration videos
![Page 25: Conversion for companies that put people in touch with each other (like classifieds companies)](https://reader034.vdocument.in/reader034/viewer/2022051411/546f6deeaf795985298b5ad3/html5/thumbnails/25.jpg)
Once we had increased the conversion rate of Voices.com’s sales funnel, we identified that there was a big opportunity for email marketing. We then designed a hugely successful email marketing campaign for increasing its lifetime customer value.
Hidden opportunities in the sales funnel
![Page 26: Conversion for companies that put people in touch with each other (like classifieds companies)](https://reader034.vdocument.in/reader034/viewer/2022051411/546f6deeaf795985298b5ad3/html5/thumbnails/26.jpg)
Don’t copy the pages —copy our process
![Page 27: Conversion for companies that put people in touch with each other (like classifieds companies)](https://reader034.vdocument.in/reader034/viewer/2022051411/546f6deeaf795985298b5ad3/html5/thumbnails/27.jpg)
Important things to remember…
§ URL: Ubiquity first, Revenue Later
§ Shakeout: “Few will survive”
§ Be aware of established strategies and phenomena
§ Economies of scale
§ Satisfy all visitor intentions
![Page 28: Conversion for companies that put people in touch with each other (like classifieds companies)](https://reader034.vdocument.in/reader034/viewer/2022051411/546f6deeaf795985298b5ad3/html5/thumbnails/28.jpg)
![Page 29: Conversion for companies that put people in touch with each other (like classifieds companies)](https://reader034.vdocument.in/reader034/viewer/2022051411/546f6deeaf795985298b5ad3/html5/thumbnails/29.jpg)
Great, no-fluff conversion resources:
http://www.conversion-rate-experts.com/learning-zone/