three reasons for conversion ppt
DESCRIPTION
Talk at the 2013 Fall Growth Hacker Conference.TRANSCRIPT
![Page 2: Three reasons for conversion ppt](https://reader036.vdocument.in/reader036/viewer/2022081602/54c831154a7959986d8b457a/html5/thumbnails/2.jpg)
Who Is This Person, Anyway?
User Experience Designer
Startup Consultant
Author of this book
![Page 3: Three reasons for conversion ppt](https://reader036.vdocument.in/reader036/viewer/2022081602/54c831154a7959986d8b457a/html5/thumbnails/3.jpg)
This May Look Sadly Familiar
![Page 4: Three reasons for conversion ppt](https://reader036.vdocument.in/reader036/viewer/2022081602/54c831154a7959986d8b457a/html5/thumbnails/4.jpg)
There are lots of good tactics for improving conversion...
![Page 5: Three reasons for conversion ppt](https://reader036.vdocument.in/reader036/viewer/2022081602/54c831154a7959986d8b457a/html5/thumbnails/5.jpg)
You’ll probably want a better way to pick one
![Page 6: Three reasons for conversion ppt](https://reader036.vdocument.in/reader036/viewer/2022081602/54c831154a7959986d8b457a/html5/thumbnails/6.jpg)
But First...
What the hell are we talking about here, anyway?
![Page 7: Three reasons for conversion ppt](https://reader036.vdocument.in/reader036/viewer/2022081602/54c831154a7959986d8b457a/html5/thumbnails/7.jpg)
A User can Convert from...
![Page 8: Three reasons for conversion ppt](https://reader036.vdocument.in/reader036/viewer/2022081602/54c831154a7959986d8b457a/html5/thumbnails/8.jpg)
Visitor
• Registered User
![Page 9: Three reasons for conversion ppt](https://reader036.vdocument.in/reader036/viewer/2022081602/54c831154a7959986d8b457a/html5/thumbnails/9.jpg)
Visitor
•
Returning Visitor
![Page 10: Three reasons for conversion ppt](https://reader036.vdocument.in/reader036/viewer/2022081602/54c831154a7959986d8b457a/html5/thumbnails/10.jpg)
Free User
•
Paying Customer
![Page 11: Three reasons for conversion ppt](https://reader036.vdocument.in/reader036/viewer/2022081602/54c831154a7959986d8b457a/html5/thumbnails/11.jpg)
But you know all this already.
![Page 12: Three reasons for conversion ppt](https://reader036.vdocument.in/reader036/viewer/2022081602/54c831154a7959986d8b457a/html5/thumbnails/12.jpg)
The Million Dollar question is...
WHY THE HELL AREN’T THEY DOING IT?
![Page 13: Three reasons for conversion ppt](https://reader036.vdocument.in/reader036/viewer/2022081602/54c831154a7959986d8b457a/html5/thumbnails/13.jpg)
I’m glad you asked.
![Page 14: Three reasons for conversion ppt](https://reader036.vdocument.in/reader036/viewer/2022081602/54c831154a7959986d8b457a/html5/thumbnails/14.jpg)
People Don’t Convert for 3 Reasons
They don’t understand what you’re offering
They don’t have the problem you’re solving
The product isn’t worth what you’re asking
![Page 15: Three reasons for conversion ppt](https://reader036.vdocument.in/reader036/viewer/2022081602/54c831154a7959986d8b457a/html5/thumbnails/15.jpg)
Also known as...
They don’t get it
They don’t need it
They don’t want it enough
![Page 16: Three reasons for conversion ppt](https://reader036.vdocument.in/reader036/viewer/2022081602/54c831154a7959986d8b457a/html5/thumbnails/16.jpg)
They’re not converting because
They don’t get it
They don’t need it
They don’t want it enough
![Page 17: Three reasons for conversion ppt](https://reader036.vdocument.in/reader036/viewer/2022081602/54c831154a7959986d8b457a/html5/thumbnails/17.jpg)
These Are Total Gibberish
What Can Brown Do for
You?
Just Do It
Think Different
SnapCrackle
Pop
You Deserve a Break Today
Sometimes You Feel Like a NutSometimes You Don’t
![Page 18: Three reasons for conversion ppt](https://reader036.vdocument.in/reader036/viewer/2022081602/54c831154a7959986d8b457a/html5/thumbnails/18.jpg)
Test For It
Five Second Tests
Guerrilla Usability
Site Intercept
![Page 19: Three reasons for conversion ppt](https://reader036.vdocument.in/reader036/viewer/2022081602/54c831154a7959986d8b457a/html5/thumbnails/19.jpg)
They’re not converting because
They don’t get it
They don’t need it
They don’t want it enough
![Page 20: Three reasons for conversion ppt](https://reader036.vdocument.in/reader036/viewer/2022081602/54c831154a7959986d8b457a/html5/thumbnails/20.jpg)
The Stupidest Idea You’ll Hear All Day
![Page 21: Three reasons for conversion ppt](https://reader036.vdocument.in/reader036/viewer/2022081602/54c831154a7959986d8b457a/html5/thumbnails/21.jpg)
Test For It
Contextual Inquiry
Observational Testing
Customer Development
![Page 22: Three reasons for conversion ppt](https://reader036.vdocument.in/reader036/viewer/2022081602/54c831154a7959986d8b457a/html5/thumbnails/22.jpg)
They’re not converting because
They don’t get it
They don’t need it
They don’t want it enough
![Page 23: Three reasons for conversion ppt](https://reader036.vdocument.in/reader036/viewer/2022081602/54c831154a7959986d8b457a/html5/thumbnails/23.jpg)
Users Don’t Just Pay With Money
Cost ==
Money
Time
Effort
Pain
![Page 24: Three reasons for conversion ppt](https://reader036.vdocument.in/reader036/viewer/2022081602/54c831154a7959986d8b457a/html5/thumbnails/24.jpg)
Test For It
Pre-Build Commitments
Usability Tests
Price Optimization
![Page 25: Three reasons for conversion ppt](https://reader036.vdocument.in/reader036/viewer/2022081602/54c831154a7959986d8b457a/html5/thumbnails/25.jpg)
Those Three Reasons Again
They Don’t Get ItThey don’t understand what you’re offering
They Don’t Need ItThey don’t have the problem you’re solving
They Don’t Want It Enough
The product isn’t worth what you’re asking
![Page 26: Three reasons for conversion ppt](https://reader036.vdocument.in/reader036/viewer/2022081602/54c831154a7959986d8b457a/html5/thumbnails/26.jpg)
Questions?
Here’s how to find me...
UX for Lean Startups from O’Reilly