00:00so this presentation on improving
00:02conversion rates it's designed to mostly
00:04focus on like landing pages but all of
00:07the principles and ideas that I'll talk
00:09about in this talk actually can help you
00:11improve the conversion rates of almost
00:14anything any user interface so keep that
00:18this is a typical example conversion
00:22rate funnel and when you're trying to
00:24improve one conversion rate you're
00:25basically trying to improve the
00:28efficiency of going from one step to the
00:30next and the thing is why we care about
00:37conversion rate is because it's part of
00:38two different aspects of growth the two
00:42main sort of drivers and so growth is
00:45kind of like the balance between
00:46conversion and churn and basically
00:50growth happens as a gap between the two
00:53something to keep in mind is that
00:55working on churn is actually much easier
00:58than working on conversion so in this
01:00talk we're working on the harder thing
01:02it's the thing that usually are going to
01:04get started when I talk to a company and
01:07I'm trying to help them with their
01:08conversion rates the first thing I
01:11usually try to figure out is do we even
01:13need to be working on this at all so the
01:15only time you should be working on and
01:17improving your conversion rate is
01:18because you have a leaky bucket so I'd
01:20like to just talk about a couple of
01:22benchmarks into industry so that we've
01:25all kind of sit on the same page and
01:26understand whether like we should be
01:28working on this or working on something
01:30else like putting more things into the
01:32top of the funnel share where conversion
01:36rates here is about 0.5% so basically
01:40this is old-school like before the
01:43internet if people just released
01:44software out for free and they just hope
01:46that somebody will pay for it or have
01:49their own goodwill this is the
01:51conversion rate you can expect casual
01:55download games it's about 2% so stuff
01:59that you sort of play on and off while
02:03most companies kind of care about this
02:05one freemium software as a service
02:07companies they range between 1.5 and 5%
02:10on average it's about 3%
02:13so once I talked to a company and they
02:16have pages that are converting at about
02:18three percent and that is from like out
02:20of a hundred visitors that visit your
02:21page two to three percent sign up I used
02:25to say you probably don't need to spend
02:26that much more time on this probably
02:28other things you should work on instead
02:30that being said you can do much better
02:33than that flicker it back in the heyday
02:34I had a conversion rate between five and
02:39Adult Friend Finder so depending on what
02:43you're selling people wanted a whole lot
02:47more so ten the twenty two percent for
02:50sex and end of loneliness even better so
02:57these are if you don't recognize them
02:59children's social networks and so
03:04basically this is the conversion rate to
03:07get your kid to shut the up right
03:10to leave you alone TurboTax Online the
03:17monster seventy percent conversion rate
03:20basically you're going to TurboTax
03:22you're downloading that software you are
03:24paying for it it is very very high
03:26intent every conversion rate problem
03:32looks like every other user interface
03:36problem and the concept or framework
03:41that I'd like to use to explain how to
03:43solve any user interface problem is
03:45using something called the knowledge
03:46spectrum this was created by a amazing
03:51interface designer named uh Jared spool
03:54and basically the knowledge spectrum
03:56says that this represents all knowledge
04:00on a spectrum and on this side
04:02represents zero knowledge no knowledge
04:05you don't know anything and another side
04:07is God like all knowledge your product
04:12and your user sits on two points on that
04:16line just two dimensions your user sits
04:22here at what we call the current
04:26and your interface your landing page the
04:29thing you want them to do is it's here
04:31at the target knowledge point and every
04:34interface problem that's trying to be
04:36solved is trying to close what we call
04:38the knowledge gap that's it
04:41you don't need to go to a complicated
04:43design school to know how to solve these
04:46problems you either going to increase
04:48the amount of knowledge that is needed
04:50by your user or you need to decrease the
04:53amount of knowledge needed to use your
04:55product or interface that's it
04:57and I whenever I'm looking at anyone's a
04:59design problem I'm trying to figure out
05:00do I need to increase knowledge or do I
05:02need to decrease it so the most helpful
05:06exercise that I will use from this once
05:09I understand this concept when I'm
05:10trying to design a landing page or to
05:12improve it is to simplify things very
05:14very simply and what I imagine is
05:16something called the one-button
05:18interface so let's imagine that we
05:20reduced our landing page our product to
05:24just one button on a page the question
05:28becomes what do I have to put on this
05:31page to get someone to push the button
05:33what's the minimum amount and that's
05:36what you want do you want to have on
05:38there and now is there any information
05:39that I put on this page that keeps me
05:42from pushing the button or is there any
05:44lack of information that keeps me from
05:45pushing the button now for every time
05:48that I deal with any page that I'm
05:51looking at that I'm trying to help
05:52improve I basically go through a series
05:57of seven questions for every single one
05:59and then through the series of seven
06:02questions I look very smart you now can
06:06be smart on your own the first question
06:09I ask is what's the call to action is
06:12the button is the thing I most want my
06:15user to do is it super obvious where do
06:18I find it and the thing to keep in mind
06:21about the call to action is it should be
06:25really really close to a concept I like
06:27to call the magic moment
06:30the magic moment is basically the
06:33experience the knowledge the information
06:36the interaction that someone has with
06:40your startup and all of a sudden they
06:42get tingly inside the light bulb goes
06:44off they go holy I've been waiting
06:47for this my whole life
06:48I now get it this is super exciting I
06:50can't wait to use this and your call to
06:53action should be as close to that magic
06:56moment as possible that when I click
06:58that button I'm gonna be taken to that
07:00point so often I go through a design
07:05critique with someone I'm like what's
07:06your magic moment and then somehow the
07:09call to action is like 27 steps away
07:11from whatever it is that makes someone
07:14feel special or gets really excited
07:16about your product or app so do you
07:19should be as close to zero as possible
07:20from your call to action the six other
07:24questions we're gonna go through
07:25relatively quickly and then we're gonna
07:27go through two examples from people
07:30participating in start-up school just
07:32watch them in action the next question
07:34is what is this what is this magic
07:37moment right and my test for this my
07:40lips the MS test is like can I just copy
07:43paste a sentence on this page the
07:46sanding page that I can put into an
07:49email and send it to my mom
07:51and my mom goes I understand what this
07:54is 99% of time I look at people's
07:57websites and they're so filled with MBA
08:00marketing jargon and talk that there's
08:02no sentence that exists on that page
08:05that'll lets me to very clearly
08:06understand what it is that this company
08:09does is it right for me so people who
08:17impatient trying to solve their problems
08:19they're quickly trying to identify
08:20themselves there's like am I in the
08:22wrong place is this the right product
08:24and the way they're trying to determine
08:26that is to see like is there any
08:27reflection of themselves in this or any
08:29reflection of their problems look at it
08:32anywhere on the page is it legit so the
08:37threshold is very low here just can't
08:39look like a Russian spamming website
08:42right outside of that
08:45you don't need to overthink this thanks
08:47to tons of templates and themes out
08:50there you should be able to get over
08:52this bar very very quickly who else is
08:57using it so a lot of people are
08:59uncomfortable using a product unless
09:01they know that there's something else
09:04out there and you might think it's a
09:05variation of legette but again this bar
09:07is completely different it's letting me
09:09kind of know Oh a shortcut for is it
09:13right for me and is it legit and
09:15basically a shortcut for trust and
09:17people often are trying to say like oh
09:19if so-and-so is already using this then
09:22I should actually give this a chance how
09:25much is it what's the catch this is the
09:27one that so many b2b enterprise
09:29companies are afraid to put on their
09:32website and which is why we've paired
09:35this talk up with pricing and basically
09:38you should have some empathy how many
09:41times do you go to a website and go like
09:43well I'll use this without knowing how
09:45much it costs sounds good to me
09:47let's just do it no one does that and so
09:52you shouldn't be surprised that your
09:53conversion rates are affected because
09:55you don't tell people how much it costs
09:57or what's the catch so let's say you're
10:01giving away something for free and
10:03really your business models you make
10:04money some other way you should explain
10:06that to people because otherwise people
10:07feel paranoid or worried or feels kind
10:10of weird and then lastly is where can I
10:14get help there's always a percentage of
10:17users who will go to your website no
10:19Matt no it doesn't matter that you have
10:21all the fa Q's you've written everything
10:23down you've created these beautiful
10:24video documentation they will just go
10:28like I just want to ask someone I just
10:31need to talk to somebody I need someone
10:33to tell me directly and part of it is
10:37some people are just like I just want to
10:38see if there's a real person behind this
10:40that's number one or some people or just
10:42can't be bothered and sometimes it's
10:45easier for them to just directly ask
10:47then navigate through the website and if
10:50you don't make it really easy to find
10:52and contact you or make it look like
10:54that you were going to help them if they
10:56start using the product they probably
11:00this talk is so short so that's
11:02basically yeah those are the seven
11:04questions we are now going to go through
11:06two examples start school companies that
11:09um sent their stuff to me and I don't
11:12really have their permission but they
11:19did submit it when they asked to have a
11:20design creat critique done in the serb
11:24school forums so I feel like we're gonna
11:28be okay okay so the first one we're
11:31gonna do is meeting room dot IO all
11:38right first question what is the call to
11:41action what is it that this company most
11:44wants me to do and then what I do is I
11:46basically then try to do that thing and
11:49just follow it all the way through and
11:51just see how far away am i but in the
11:53magic moment so these guys create
11:56virtual meeting room platforms so
11:59basically um we don't have a copy-paste
12:03sentence but basically it's like you
12:06want to meet in VR space with someone
12:08you can use this to help create that
12:11space and create that sort of meeting I
12:14imagine it is get a virtual room right
12:18now there's a lot of things that are
12:19sort of competing with it
12:21for all the call to actions on this page
12:23and then we kind of don't repeat it down
12:26here that reminds me where to go so
12:28let's go to the most efficient get a
12:30virtual meeting room right now and then
12:33on here we have competing calls actions
12:36to download and then we have manage
12:38rooms and then there's a start here to
12:43get to your virtual room which is a
12:44carousel that walks you through seven
12:47steps to finally get to making a room
12:52but none of these are the actual forms
12:55to do it so you have to then go here and
13:00then hopefully you will remember all of
13:02those seven steps in the carousel and
13:05he'll walk all the way through it so
13:09things that I would recommend would be
13:12I've always one button that's very very
13:15clear that's what I want you to do on
13:16any given page number two I don't think
13:21this makes it easy to understand and I
13:25can't keep it in my head the follow it's
13:28good that they know all this steps but I
13:29would probably imagine that there's
13:31something that's going to help me
13:33experience that magic moment much sooner
13:35and what I imagine is that magic moment
13:37happens when I finally like make a
13:39booking and I meet with someone in a
13:42room together and we start interacting
13:44and we're solving something and I feel
13:46like if I can't do that right away then
13:50I want to have them be able to
13:53experience it somewhat so I would
13:54totally add some kind of video I think
13:57they have that kind of here that will
14:00kind of show it off this is this video
14:03is kind of long and it doesn't get it to
14:06that sort of magical place so that's
14:09number one second what is this so
14:11virtual meeting room platform but if I
14:15copy and paste it then I wouldn't quite
14:16know also you see this carousels kind of
14:19carousels don't work very well because
14:20you're hiding information that I might
14:22want to have to answer any one of my
14:24seven questions and secondly oh god I
14:27can't figure out we do this thing where
14:29he calls in an open beta and so the
14:31legit part here starts getting it
14:33affected it's like oh I can't rely on
14:35this and then later on the signup page
14:37it talks about entering into the closed
14:39beta and so these are all things that
14:41indicate is like I'm not ready for you
14:43to experience this don't use me for any
14:46real meetings so what this sort of
14:48Telegraph's and so if this basically
14:50works I would try to move that straight
14:52forward to there down here we're trying
14:58to look for like who else is also using
15:01that so we don't have a list of
15:02customers instead we have a bunch of
15:03other logos here in terms of featured in
15:07a bunch of press that we have partners
15:10glad you don't know what that means and
15:11then we have a bunch of awards but none
15:13of them are actual people using it and
15:15so it's so many logos of other things
15:18that it would make me nervous that no
15:20one's really using this as a result and
15:25lastly what do I get out we've got an
15:27intercom in the lower right and then we
15:30also have no help page no documentation
15:37to quickly sort of look at the see how
15:40this works and then the last one is good
15:42into pricing so here we get to this
15:47point and I realize okay I see this
15:51pricing if I need twelve people in a
15:53room it's going to be $99 a month and
15:57then I can start sort of working on it
15:59and it's one page over and if I go for
16:05the free again we'll go through all this
16:07whole process so a bunch of little
16:09things we just go through all the
16:10questions we can see a bunch of
16:12non-optimal stuff on this page let's go
16:16to our second example feel a little bit
16:19different so this is a company called
16:21div joy and so they described themselves
16:25as a react code base generator and then
16:28he has this one describe just use our
16:30free web-based tool to create the
16:32perfect code base for your next project
16:34so my first question I'm trying to
16:36figure out is like what's the
16:38call-to-action he most wants me to do
16:40and so as I scroll down this page
16:41there's actually nothing that looks like
16:43a giant button and actually the big
16:47thing he wants me to do is click on one
16:48of these templates these screenshots
16:49that are supposed to be the button so we
16:52have sort of an affordance problem and
16:54then we go into here and my magic moment
16:58is when I get over and realize it's like
17:02oh it's not just like landing page
17:04templates but it's like a dashboard it's
17:06like a sign-in page a pricing but it's
17:09like the entire project for building a
17:12SAS app this is all located here which i
17:14think is really amazing and nothing just
17:16tells me that that's what's all here and
17:18I might not find out until I export code
17:21and then I hit download and then I'll
17:25get the code oh yeah so where so many
17:27steps away from sort of experiencing
17:29that and also I feel it's so not
17:30explicit that I might miss how amazing
17:34what he's built here is in terms of what
17:38one thing he does kind of well is like
17:41he doesn't have like logos of customers
17:44but he has shown how many people have
17:46created or downloaded the templates so
17:49this number kind of sets that I oh
17:50there's people actually using this and
17:52finding it useful down here he tries to
17:58get at this everything you need is
17:59included and then he adds all this other
18:01text but all that text is there and that
18:04odds are your users aren't going to read
18:06them so because it's located into that
18:10it gets kind of lost and then again we
18:15have an intercom but there's just not
18:16enough information in terms of like
18:18essay cues right an about page that just
18:22makes me go like oh that this is more
18:23than a side project and so in terms of
18:26like how much I can sort of invest in
18:28this and how much I can rely on this
18:31down the road in the future is going to
18:33be minimal as a result great
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