What apple can teach SMEs about website conversion optimisation

www.linchpinacademy.org
Apple’s Secret Method
How to use them to
get more website
leads for free
Wednesday, 26 June 13

It’s FREE to think different. But will you? Applying most of
Apple’s thinking to your online lead generation is also
free. Again, but will you?
FREE? Really? It must be a trick.
No, it’s been an open secret
for sometime.
Think Different.

If you find the insights
in this presentation
relevant, you will like
our ’49 Questions’
eBook which you can
download at our website

User Experience Thinking1

Products must evoke feelings

Be obsessive with user experience

Give the best customer experience
you can afford.

Attention to detail

Win over sceptics
“We had to convince people who are
sceptical, who don’t know our products,
who don’t know what they can do with
these products. When they walk into
the store, there has to be an experience
that allows them to see, touch, feel, use
and do stuff with the MAC”
“Allen Olivo, Apple Senior Director
Retail Marketing 2001 - 2003

Education, education, education
Apple got their products in front of as
many people as possible. Eventually,
people walked in and it allowed Apple
to educate people, to show them how
to use their product.

Let them try before they buy
Get uninformed people to try your product so they are inclined to
consider a future purchase.

Don’t let the store turn people off
Say no to .... clutter, rows and rows of pile-them-high products,
pushy salespeople, unknowledgeable sales people.

Build conﬁdence
Make people feel comfortable about coming inside

It’s about getting
into people’s
buying decision

Apple spend hours
and hours and hours
over a ‘close’ button.
They would go through hundreds
of different design iterations. That
kind of attention to detail means
Apple can’t do a lot of things at
once. They have to do a few
things really, really well.

Product Design Thinking
Design drives everything
(but always influence by
great user experience)
2

“Putting things together in a way that
nobody has done before.” - Steve Jobs

Don’t get handcuffed to money, if you
are serious about great products

Remember that I’ll be dead
soon is the most important
tool I’ve ever encountered
to help me make the big
choices in life.
Focus Thinking
“
3

“Strategy is ﬁguring out what NOT to do”
- Steve Jobs
Apple printers were
killed off by Steve Jobs
because they couldn’t
make them great.

“We really do have a strong belief that we are
building products for ourselves.” - Steve Jobs
Being the richest man in the
cemetery doesn’t matter to me.
Going to bed at night saying we’ve
done something wonderful, that’s
what matters to me.

“Focus is not saying yes. It’s about saying no to really
great ideas” Steve Jobs rejected pleas to build a
personal digital assistant like the PalmPilot.
The Apple Newton was
killed by Steve Jobs

Apple knows it is set up to do just two
or three amazing things a year
Just pick one thing you
can do that’s great.“ - Steve Jobs

Just pick one
Steve Jobs was invited as a guess speaker by Jerry Yang, CEO of
Yahoo, to talk to his 200 top executives.
You have talented people and more
money than you could possibly
need. I can’t ﬁgure out though, if,
you’re a content company or a
technology company.
“

“The goal of Apple is not to make money but to
make great products. If they are great, people will
buy them and we’ll make money.” - Sir Jonathan Ive
“Focus on building great
products not making money.

“Thinking” Thinking4

Apple managers don’t do anything and
everything. They do what they’re good at.

Feedback: the breakfast of champions
Constant feedback is how Apple churns out great products.

A-Players
• It pays to go after the best
you can afford. Figure out
the difference in contribution
between the worst and best.
• The best can be 5 - 50 times
faster, better and more
innovative than the average.

Ego
• Apple don’t do egos.
• Faith, beliefs, trust and
ego ... make sure you
know the differences.

“Really small team work on really important projects.
That is one of the advantages of being in a start-up”
- Andrew Borovsky, Apple Design Lead 2007 - 2008
Stay Nimble

Apple don’t get settled. It’s how they managed to grow
big and act small like a start-up. ‘Not settled’ is a start-
up’s competitive advantage over the big guys.
Settled won’t
get you from to

Marketing Thinking
Simplicity. Simplicity. Simplicity.
5

iPhone had functions and features as
long as your arm. Apple chose three.
• Revolutionary Phone
• Internet In Your Pocket
• Best iPod so far

Make messages consistent, clear,
concise and repeatable

Apple’s thinking: Use them online, from
search to conversion, FOR FREE.
Conversion
From search to

• Evoke Feelings: does your
online experience stir your visitor?
• Educate: does your online
experience educate sceptics and
visitors?
• Try and they buy: does your
online experience get visitors to see,
touch, feel, use and do things with
your product?
1. User experience
Think different about visitor experience?

• Turn off: Is your online experience
cluttered, unfriendly and pushy?
• Confidence: does your online
experience build visitor conﬁdence?
• Come inside: do visitors feel
comfortable coming into your website?
1. User experience

• Attention to detail?
• Handcuff to a spreadsheet:
Are you letting ﬁnance get in the way
of a great visitor experience?
1. User experience

• Different: Has your product been
put together in a way that nobody
else has done before?
• Better: Would you buy your
product? Now, be honest!
• Best: Have you cut corners?
• Handcuffed: to money?
It’s beautifully made.
And performs beautifully.
2. Product Design
Think different about how you have presented your
product/service online?

• One Thing: are you focused on
telling people the one thing that you
do that’s great?
• Saying No: Have you ﬁgured out
what should not be part of your online
presence?
• Brilliance: Does your online
presence say you are jack of all trades
or master of a few?
N !
3. Focus
Think different about your online presence focus?

• Money vs. Product: are
you focused on making money
or making a great online
experience? Your focus will
taint your messages.
N !
3. Focus
Think different about your online presence focus?

• Anything & Everything: Are you
trying to make your online presence
work by doing ‘anything and everything’
yourself?
• Constant Feedback: Who’s giving
you feedback so you can improve your
online presence?
• Are you handcuffed to money:
Are you buying the best you can afford?
4. Thinking
Think different about your thinking?

• Ego: Do you have a HiPPO online
presence (Highest Paid Person Opinion)
• Nimble: Do you have a nimble, start-
up like online presence so you can
compete with the big boys?
• Settled: Are you settled in your online
ways and failing to turn your business’
potential into performance?
4. Thinking
Think different about your thinking?

• Simplicity, Simplicity, Simplicity
• The 3 C’s: are your messages
consistent, clear and concise?
• Repeatable: are your message
easily repeatable?
• Validate: How do you know they are
all of the above? In other words, how
are you validating your messages?
5. Marketing
Think different about your messages? Across the board?

It’s about using great User eXperience (UX)
as a way to get into the Buying Decision.
Rational
• Price
• Function
• Feature
• Reliability
• Warranty
Emotional
• Brand Image
• Look
• Touch
• Fear
• Feel Good

Website, social media, SEO and emails are vehicles to
deliver visitor experience. Vast majority of businesses end
up driving the vehicles without taking any visitors with them.
It’s not about this

Download our
free eBook
49 questions
for a cost effective
User Experience make-over

Insights and
thoughts in this
presentation were
inspired by
Adam Lashinsky’s
Inside Apple.
Buy it

No Crapware (Steve Jobs’ favourite words)
One more
thing
If you are not ready, willing and able to do great then at least be
ready, willing and able to kill off your crapware.

What apple can teach SMEs about website conversion optimisation

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