Inspiring Your Website Visitors to Take Action

@crestodina
Andy Crestodina
Strategic Director | @crestodina
Building Better Mousetraps:
A content-based approach
to conversion rate optimization
#SMMSummit

@crestodina
Traffic x Conversion Rate = $

@crestodina
Your website is the mousetrap.
Your content is the cheese.
Barry Feldman
Feldman Creative

@crestodina
source: NN Group
Website Usability Study 2004 vs 2016

@crestodina
source: NN Group
Website Success Rates 2004 vs 2016

@crestodina
Jakob Nielsen
usability expert
If we assume that improvements on the web will
continue on the same rate as in the past...
the web will be good by 2030.

@crestodina
Jakob Nielsen
usability expert
Annoyance is twice as common as pleasure

@crestodina
source: NN Group
@crestodina

@crestodina
The Many Types of Conversion Rate Optimization
• A/B Testing
• Landing Page Optimization
• Design, Visuals and Eye Tracking
• Emotional triggers, cognitive biases
• Content and Web Pages

Two types of visitors.
Two types of phrases.
Two types of pages.
Two types of conversions.

@crestodina
From Answers to Action

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ANSWERS UNCERTAINTY

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“My faucet is leaking...”
How soon can you come fix it?
Same day, on-time service for 20 years.
“I’m so glad they came right away!”
Schedule a visit within 24 hours >>

@crestodina
“I need some marketing technology...”
Does this system connect with my database?
...integrates with the top 50 platforms
“Thanks for the help connecting to my system!”
Logos of tools
Chat with an expert about integration >>

@crestodina
There are all kinds of answers

@crestodina
Justin Rondeau
DigitalMarketer.com
Optimization is about meeting user expectations.
Page elements anticipate the visitor’s questions or objections
and page design prioritizes these answers.

@crestodina
“Questions Every Page Must Answer”
1. Who is the company?
2. What do I get?
3. Is this immediately valuable to me?
4. Is my information safe?
5. When do I get it?
6. Is this offer reliable? (Offer trust)
7. Is this company reliable? (Brand Trust)

@crestodina
What questions does my audience
ask before purchasing?

@crestodina
What classes can I take? What degrees do you offer? Are you accredited? How long does
it take? Financial aid: Can I afford it? Are there scholarships? Can I go part time? What
can I do with this degree? Is it worth it? Are the alumni happy? Who goes to to this
school? What are the demographics? Is there wheelchair access? Is there Spanish
language support? What about demographics, diversity, LGBT? How is parking? Is it
accessible by public transit? Can I use transfer credits when I apply? Life after
graduation? What are the housing options? Where would I live? Is childcare available?
Access to faculty? Retention rates and graduation? What kind of student support is
available? What about the library? What makes this company unique? When do
programs start? What is the neighborhood like? Do I need to take the GRE test? What is
life like for students? What have the professors done? What research? Publications?
What projects can I work on? Are they paid? Is there work-study available? Is this a for
profit school? Is it part of a bigger organization? What are classes like? Is there field
study or internships? available? How long has this school been around? Can I talk to a
professor before I apply? What is the process for applications? What if I’ve never worked
in this field before? Is there a difference between the online and on-site programs?

@crestodina
source: Answer the Public

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What are the three questions people always ask
before hiring us or buying?

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Message, messengers and formats

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EVIDENCE UNCERTAINTY

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There are 2 kinds of evidence

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pathos logos ethos

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emotion reason ethics

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Big Evidence: Data and Statistics

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Little Evidence: Testimonials and Stories

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7 Things to Add To Your Testimonials

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What is the right amount of evidence?

@crestodina
Percent proof on a sample Amazon page
After removing the header, footer and ads...
7260 pixels of page

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7260 pixels of page
3130 pixels of proof

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7260 pixels of page
43% of the page is proof

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Eye Tracking Studies Show...

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...you look where they look!

6858 pixels of page
Percent proof on a Oli’s speaking page

6858 pixels of page

6858 pixels of page
51% of the page is proof

@crestodina
What else did those two pages have
in common?

No shorties
20x longer
+30% conversion rate

@crestodina
Give them everything
...one thing at a time

To convert someone, go and
take them by the hand and guide them.
Thomas Aquinas
Saint

@crestodina
Remove Distractions!
...plus, tips for maximizing email signups

@crestodina
Before...
After...

@crestodina
1900% increase. Not bad!

@crestodina
1.Prominence
2.Promise
3.Proof
Why it worked...
source: Email Signup Forms, Orbit Media

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Calls to action and specificity

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source: Michael Aagard

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Find and fill the gaps...

@crestodina
What’s missing from your website?
...unsatisfying

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...unsatisfying
...weak

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...unsatisfying
...weak
...not compelling

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Out of context answers
FAQ Page

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Out of context evidence
Testimonials Page

@crestodina
Andy Crestodina
Strategic Director | @crestodina
THANK YOU!
Want these slides?
andy@orbitmedia.com

Inspiring Your Website Visitors to Take Action

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