The Long Tail of Conversion

Sep 6, 20127 likes2,062 views

The document discusses various tips for improving website usability and conversions. It suggests that every company should have a Director of Details to focus on small improvements without a large budget. Some tips include using simple language for error messages, taking responsibility for errors rather than blaming users, prominently displaying search, and directing users to next steps rather than saying they are finished. Tracking error messages in analytics can provide insights into common problems. The overall message is that many small details can be optimized to improve the user experience.

��Every Company should have a
Director of Details with unlimited
influence and almost no budget��

TED.COM : Sweat the small stuff
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2012-09-06

Wikimedia Commons

or

@Conversionista Page 5

2012-09-06

��In order to learn to drive in
Sweden you first have to delearn
what you learnt in Turkey��

@Conversionista Page 6

2012-09-06

? Mobile
version

@Conversionista Page 10

2012-09-06

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3. Switch to ��latest calls��
4. Copy number
5. Switch to notepad
6. Paste nr into notepad
7. Edit number
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9. Switch back to Phone
10. Switch to keypad
11. Paste number
12. Call

@Conversionista Page 11

2012-09-06

? Why do you market
someone else when you
could be marketing
yourself?

@Conversionista Page 12

2012-09-06

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Opening rate > 80% Opening rate < 10%

@Conversionista Page 16

2012-09-06

? 12 out of 155 had error
pages that fully met our
critera

? Why is it important?
�C You can��t stop it from
happening
�C It��s one page only

@Conversionista Page 22

2012-09-06

? Talk Human language - Not computer language

@Conversionista Page 23

2012-09-06

? Talk Human language - Not computer language
? Dont�� be too clever

@Conversionista Page 24

2012-09-06

? Talk Human language - Not computer language
? Dont�� be too clever
? Put the Blame on yourself not on the user
? Point the visitor to your best material
? Put search prominently

@Conversionista Page 25

2012-09-06

? Get rid of tech lingo such as ��incompatible.��
? Don��t use negative words
? Put the blame on yourself, not on the user.
? Clearly identify the error so the user knows what to
correct
�C Don��t be too clever or wordy
? Give the user a hint of how the problem can be solved.

@Conversionista Page 29

2012-09-06

By tracking delivery of
error messages in
Google Analytics we
discovered that:

? 25% of visitors were
told ��site is closed��
? When in fact, it was
only a problem
validating their ID
number (who had
been entered in
��incorrect Format��)

@Conversionista Page 36

2012-09-06

��At every point in your
conversation with a
customer/prospect/someone
-
What do you want
them to do next?

@Conversionista Page 39

2012-09-06

��Are you saying
Thank you,
when you could be
saying
Congratulations?!��

@Conversionista Page 43

2012-09-06

Twitter: @conversionista
john@conversionista.se

@Conversionista Page 50

2012-09-06

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Retention Optimization - Tj?na mer p? de kunder du redan harConversionista

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