I like to brag every now and then.
When we set out to design a landing page for my Denver client, we had our eyes set on a minimum 2% conversion rate for their pay-per-click campaign. Currently, we’re achieving a 15.94% overall conversion rate. I made some tweaks to the form design last week, and for the past 6 days, the landing page is getting a 30% conversion rate (that’s pretty good :-))
Focusing on the front door.
The reason we’ve been able to get such good results is because we’re focusing on one thing: having people sign up for a form. No longer is the internet about websites. The internet is now about front doors. Showing people exactly what they want to see — and sometimes only what they want to see — is how to improve your conversion rate.
Don’t lock users in and throw away the key.
Amazon cages me in. If you go to Amazon, place something in your cart, then begin the checkout process, they make it impossible (without clicking the Back button a lot) to return to their store. They throw away any chance of revising your order, adding a product, or just browsing around — they sacrifice user experience for the sake of conversion rates.
Guide users through a funnel, don’t force them
Amazon.com no longer shows you how much shipping will be until you’re at the final checkout page. They used to show you right up front, but now you have to get to the final checkout page to find out shipping costs. Very annoying. Always give users the information they want, even if it means some will choose an option you don’t want them to. Give users a way out.
When looking at a product or service, ask this: will it grow, change, and update with the times, or will it become something that needs to be replaced as it becomes obsolete? In these electronic times, the future is exandability – not just for iPods and other gadgets, but for every electronic product.
My wife got me a Panasonic Vortex Hydra Clean electric razor that is a wonderful product. It shaves close, it cleans itself, you can have the head pivot or not pivot…it’s a well done product. No matter how good it is, it will never be any better. Instead of making a razor that will always be a razor, they could make it a razor platform, similar to how the iPod has become an entire industry of accessories and addons.
Make your product a platform
One of my gripes for the Vortex is that its cleaning cycle is quite loud. I often forget to plug it in during the day to clean, so I end up having to wait another day; it’s too loud to clean at night. I want there to be a timing mechanism so I can schedule the cleaning times and dates. This feature does not yet exist.
If Panasonic added a dock to their product (and any of their other products) and allowed add-ons, an entire industry could formulate around the product. Expandibility is inspiring because it allows users to dream for a better product. The innovations that would arise would add value and customization to the user experience. This, in turn, adds value to the product and the company.
How does expandibility affect your industry or your company? Are you missing opportunities by defining your product too narrowly?
I have lots of DVDs that have only watched once. I have many books that I will never read again. I wanted to sell them for money. Should be easy, right? Well it turns out, it is! Amazon Marketplace is a simple solution. Continue reading “Amazon Marketplace to the rescue”