Recommended Reading – Module Four, Class One

pig geek

 Top 20 Conversion Insights of 2012

Quotes from the conversions rock stars:

  • Guy Kawasaki  “If you have more money than brains you should focus on outbound marketing. If you have more brains than money you should focus on inbound marketing”.
  • Ian Lurie “Never have a paragraph longer than 3 or 4 lines of text…Folks don’t want to read”
  • Jon Correll “Start testing and stop arguing”
  • Chris Goward “We listen to our gut, then test what it says. We gather market research, then test it. We create best practices, then test them. We listen to opinions, then test them. We hear the advice of the experts, then test it.
  • Steve Krug “Remove 50% of the copy on your page, then remove half of what’s left.”
  • Roberta Rosenberg & Peep Laja  – Copy must meet the customer’s needs – not yours
  • Jen Gordon & Gregory Ciotti below

Conversion rockstars

An in-depth home page optimisation example

Handy Lessons

  1. Identify where customers hesitate – hesitations lose a sale. Get rid of ‘objection points’ (i.e. customer unwilling to put in sensitive info) get rid of them through explaining why they’re there is language that customer would use.
  2. Using too many offers/discounts trains customers to wait for the next sale. Existing life-time customers are more valuable in the long term. Focus on long term gains rather than short term losses. Test how effective your large offers/discounts are over a week.
  3. Consider (and test) different media. Is your page dependent on one type of media (text heavy, video heavy, image heavy etc.).
  4. Short pages aren’t necessarily better. It doesn’t matter how much or little your page has on it as long as everything on it answers a customer’s needs.

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