how to 10x your conversion
TRANSCRIPT
How To 10X Your ConversionFundamentals of Usability & OptimisationMatt Lerner
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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.
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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
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
2. Deliver Value
3. The Automatic Funnel
4. Landing Pages that Don’t Suck
4. Landing Pages that Don’t Suck
A
B
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#
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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)
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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
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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!
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Webforms
Webforms
7. Payments & Checkout
Payments & Checkout
¢26 ¢1
40% 40%
Payments & Checkout
¢25 Free
10% 90%
Offer All Popular Payment Methods
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
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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…
Download the Deck: @MattHLerner
Download the Deck: @MattHLerner