startup growth academy #2: page conversion checklist
DESCRIPTION
The startup world is obsessed with the word conversion. And for a good reason – higher conversion means higher ROI on your user acquisition spending. There’s one term especially connected with the conversion rate optimization process: A/B testing. But careful you must be, young padawan. Going for A/B testing in the early stages of your startup is tempting - everybody seems to be doing them so it must be a great idea... right? Wrong - in many cases it can turn out to be a waste of time. Neil Patel estimates you need 10 000 – 20 000 unique visitors a month to start A/B testing, otherwise the process will take too long/the outcomes won’t be meaningful. Other sources claim that approximately 100 conversions a month, regardless the amount of visitors, are sufficient enough… Most early-stage startups can’t even dream about numbers like that. However, there’s still a lot you can do to boost your conversion rate without running A/B tests. My presentation and checklist cover the most essential factors influencing your on-page conversion. Testing techniques, footnotes and checklist in PDF are available on: www.growthhacking.biz/page-conversion-checklistTRANSCRIPT
![Page 1: Startup Growth Academy #2: Page Conversion Checklist](https://reader033.vdocument.in/reader033/viewer/2022060108/554cfbc7b4c905a5138b523a/html5/thumbnails/1.jpg)
![Page 2: Startup Growth Academy #2: Page Conversion Checklist](https://reader033.vdocument.in/reader033/viewer/2022060108/554cfbc7b4c905a5138b523a/html5/thumbnails/2.jpg)
#Landing Page
What makes a great landing page?
![Page 3: Startup Growth Academy #2: Page Conversion Checklist](https://reader033.vdocument.in/reader033/viewer/2022060108/554cfbc7b4c905a5138b523a/html5/thumbnails/3.jpg)
#1
Only important content: benefits, pricing, contact. *1
![Page 4: Startup Growth Academy #2: Page Conversion Checklist](https://reader033.vdocument.in/reader033/viewer/2022060108/554cfbc7b4c905a5138b523a/html5/thumbnails/4.jpg)
#2
Benefits. Show user benefits, not product
features. *2
![Page 5: Startup Growth Academy #2: Page Conversion Checklist](https://reader033.vdocument.in/reader033/viewer/2022060108/554cfbc7b4c905a5138b523a/html5/thumbnails/5.jpg)
#3
One pitch. Decide on the most important benefit/UVP
and pitch it. *3
![Page 6: Startup Growth Academy #2: Page Conversion Checklist](https://reader033.vdocument.in/reader033/viewer/2022060108/554cfbc7b4c905a5138b523a/html5/thumbnails/6.jpg)
You can learn pitching
from Asana.
![Page 7: Startup Growth Academy #2: Page Conversion Checklist](https://reader033.vdocument.in/reader033/viewer/2022060108/554cfbc7b4c905a5138b523a/html5/thumbnails/7.jpg)
#4One CTA. Think about your audience: what CTA would convince them to try the
product?
![Page 8: Startup Growth Academy #2: Page Conversion Checklist](https://reader033.vdocument.in/reader033/viewer/2022060108/554cfbc7b4c905a5138b523a/html5/thumbnails/8.jpg)
You want such a call
to action.
![Page 9: Startup Growth Academy #2: Page Conversion Checklist](https://reader033.vdocument.in/reader033/viewer/2022060108/554cfbc7b4c905a5138b523a/html5/thumbnails/9.jpg)
#5Simple forms. If you use forms - ask only for name
and e-mail. Every additional field leads to a 5% decrease in
form conversion.
![Page 10: Startup Growth Academy #2: Page Conversion Checklist](https://reader033.vdocument.in/reader033/viewer/2022060108/554cfbc7b4c905a5138b523a/html5/thumbnails/10.jpg)
Don’t even think about forms like this one!
![Page 11: Startup Growth Academy #2: Page Conversion Checklist](https://reader033.vdocument.in/reader033/viewer/2022060108/554cfbc7b4c905a5138b523a/html5/thumbnails/11.jpg)
#6
Huge, friendly picture. A smiley face should do the
job. *4
![Page 12: Startup Growth Academy #2: Page Conversion Checklist](https://reader033.vdocument.in/reader033/viewer/2022060108/554cfbc7b4c905a5138b523a/html5/thumbnails/12.jpg)
Good, old classic
from 37signals.
![Page 13: Startup Growth Academy #2: Page Conversion Checklist](https://reader033.vdocument.in/reader033/viewer/2022060108/554cfbc7b4c905a5138b523a/html5/thumbnails/13.jpg)
#7Social Proof. Use whatever
you can: number of customers, their logos and references. More is better
in this case.
![Page 14: Startup Growth Academy #2: Page Conversion Checklist](https://reader033.vdocument.in/reader033/viewer/2022060108/554cfbc7b4c905a5138b523a/html5/thumbnails/14.jpg)
#8Distractions. There can't be any unnecessary friction in the user flow – forget the
carousel and slider. *5
![Page 15: Startup Growth Academy #2: Page Conversion Checklist](https://reader033.vdocument.in/reader033/viewer/2022060108/554cfbc7b4c905a5138b523a/html5/thumbnails/15.jpg)
#9Speed. Slow pages simply don't convert. Make sure your website gets a good
score from Google website optimizer.
![Page 16: Startup Growth Academy #2: Page Conversion Checklist](https://reader033.vdocument.in/reader033/viewer/2022060108/554cfbc7b4c905a5138b523a/html5/thumbnails/16.jpg)
#User Onboarding
Conversion doesn’t end at a landing page.
![Page 17: Startup Growth Academy #2: Page Conversion Checklist](https://reader033.vdocument.in/reader033/viewer/2022060108/554cfbc7b4c905a5138b523a/html5/thumbnails/17.jpg)
#1Tutorial. After a trial sign up
push the user through a step-by-step tutorial covering the most important features of your product/offering. *6
![Page 18: Startup Growth Academy #2: Page Conversion Checklist](https://reader033.vdocument.in/reader033/viewer/2022060108/554cfbc7b4c905a5138b523a/html5/thumbnails/18.jpg)
#2E-mail onboarding. On
average you need 7 emails to activate your user to become a paying customer after the
trial period is over. *6
![Page 19: Startup Growth Academy #2: Page Conversion Checklist](https://reader033.vdocument.in/reader033/viewer/2022060108/554cfbc7b4c905a5138b523a/html5/thumbnails/19.jpg)
#Traffic
Traffic sources can be optimized as well.
![Page 20: Startup Growth Academy #2: Page Conversion Checklist](https://reader033.vdocument.in/reader033/viewer/2022060108/554cfbc7b4c905a5138b523a/html5/thumbnails/20.jpg)
#2
Right target. Are you reaching the right
people?
![Page 21: Startup Growth Academy #2: Page Conversion Checklist](https://reader033.vdocument.in/reader033/viewer/2022060108/554cfbc7b4c905a5138b523a/html5/thumbnails/21.jpg)
#2No false promise.
Avoid overselling your product when pitching to your potential visitors (in
content marketing and ads).
![Page 22: Startup Growth Academy #2: Page Conversion Checklist](https://reader033.vdocument.in/reader033/viewer/2022060108/554cfbc7b4c905a5138b523a/html5/thumbnails/22.jpg)
They will leave immediately after realizing the product
offered on the landing page is even slightly different from the promised one.
![Page 23: Startup Growth Academy #2: Page Conversion Checklist](https://reader033.vdocument.in/reader033/viewer/2022060108/554cfbc7b4c905a5138b523a/html5/thumbnails/23.jpg)
Follow this checklist before you start A/B testing
anything on your page.
![Page 24: Startup Growth Academy #2: Page Conversion Checklist](https://reader033.vdocument.in/reader033/viewer/2022060108/554cfbc7b4c905a5138b523a/html5/thumbnails/24.jpg)
Testing techniques, footnotes and checklist in PDF are
available on:
www.growthhacking.biz/page-conversion-checklist
![Page 25: Startup Growth Academy #2: Page Conversion Checklist](https://reader033.vdocument.in/reader033/viewer/2022060108/554cfbc7b4c905a5138b523a/html5/thumbnails/25.jpg)
Join FREE Marketing Course:
www.growthhacking.bizGreg Pietruszynski | @pietruszynski