The Long Tail of Conversion
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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.
The Long Tail of Conversion
- 1. @Conversionista Page 1 2012-09-06
- 2. @Conversionista Page 2 2012-09-06
- 3. ”Every Company should have a Director of Details with unlimited influence and almost no budget” TED.COM : Sweat the small stuff Image _ Wikimedia Commong @Conversionista Page 3 2012-09-06
- 4. @Conversionista Page 4 2012-09-06
- 5. Wikimedia Commons or @Conversionista Page 5 2012-09-06
- 6. ”In order to learn to drive in Sweden you first have to delearn what you learnt in Turkey” @Conversionista Page 6 2012-09-06
- 7. @Conversionista Page 7 2012-09-06
- 8. @Conversionista Page 8 2012-09-06
- 9. @Conversionista Page 9 2012-09-06
- 10. Mobile version @Conversionista Page 10 2012-09-06
- 11. With (0) Without (0) 1. Click to call 1. Click to call 2. Fail 3. Switch to ”latest calls” 4. Copy number 5. Switch to notepad 6. Paste nr into notepad 7. Edit number 8. Copy number again 9. Switch back to Phone 10. Switch to keypad 11. Paste number 12. Call @Conversionista Page 11 2012-09-06
- 12. Why do you market someone else when you could be marketing yourself? @Conversionista Page 12 2012-09-06
- 13. @Conversionista Page 14 2012-09-06
- 14. <div style="font-family:verdana, helvetica, sans-serif;font- size:10pt"><div><br></div><div style="font- family:verdana, helvetica, sans-serif;font- size:10pt"><br><div style="font-family:arial, helvetica, sans-serif;font-size:10pt"><font size="2" face="Tahoma"> @Conversionista Page 15 2012-09-06
- 15. Opening rate > 80% Opening rate < 10% @Conversionista Page 16 2012-09-06
- 16. @Conversionista Page 17 2012-09-06
- 17. Percentage of recepients that will click the ”Can’t read the…..” link < 0,01% Percentage of recipients that will see your newsletter in their mobile first 50% @Conversionista Page 18 2012-09-06
- 18. @Conversionista Page 19 2012-09-06
- 19. @Conversionista Page 20 2012-09-06
- 20. @Conversionista Page 21 2012-09-06
- 21. 12 out of 155 had error pages that fully met our critera Why is it important? – You can’t stop it from happening – It’s one page only @Conversionista Page 22 2012-09-06
- 22. Talk Human language - Not computer language @Conversionista Page 23 2012-09-06
- 23. Talk Human language - Not computer language Dont’ be too clever @Conversionista Page 24 2012-09-06
- 24. 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
- 25. @Conversionista Page 26 2012-09-06
- 26. @Conversionista Page 27 2012-09-06
- 27. @Conversionista Page 28 2012-09-06
- 28. 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 – 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
- 29. @Conversionista Page 30 2012-09-06
- 30. @Conversionista Page 31 2012-09-06
- 31. 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
- 32. @Conversionista Page 37 2012-09-06
- 33. @Conversionista Page 38 2012-09-06
- 34. ”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
- 35. @Conversionista Page 40 2012-09-06
- 36. @Conversionista Page 41 2012-09-06
- 37. @Conversionista Page 42 2012-09-06
- 38. ”Are you saying Thank you, when you could be saying Congratulations?!” @Conversionista Page 43 2012-09-06
- 39. @Conversionista Page 44 2012-09-06
- 40. @Conversionista Page 45 2012-09-06
- 41. @Conversionista Page 46 2012-09-06
- 42. @Conversionista Page 47 2012-09-06
- 43. @Conversionista Page 48 2012-09-06
- 44. 1. The parenthesis zero in your Email footer & on your web site 2. Transactional email 3. Can’t read this Newsletter? Click here to….. 4. 404 pages 5. Saying YES in your web forms! 6. Tracking error messages in Google Analytics 7. Never tell users they are done 8. Telll users they are done. @Conversionista Page 49 2012-09-06
- 45. Twitter: @conversionista john@conversionista.se @Conversionista Page 50 2012-09-06