ready framework for conversion optimization
DESCRIPTION
Here’s a framework for conversion optimization called READY, which stands for (R)elevant, (E)ngaging, (A)uthoritative, (D)irectional, and (Y)ield Optimal. These are the five dimensions that we’ve repeatedly seen impact the success of conversion optimization scenarios — landing pages, conversion paths, microsites — in both B2B and B2C markets. Within each dimension, I’ve pulled out 5 elements that I think are most important.TRANSCRIPT
ConversionConversionOptimizationOptimization
FrameworkFramework
Scott Brinkerion interactive
@chiefmartec
SMX Advanced 2010
RRelevantelevant
EEngagingngaging
AAuthoritativeuthoritative
DDirectionalirectional
YYield Optimalield Optimal
RRelevantelevant
EEngagingngaging
AAuthoritativeuthoritative
DDirectionalirectional
YYield Optimalield Optimal
FulfillsPromises
1
> If you makea promise,keep it—always
> Crucial to trust
> Prices, discounts,fulfillment pieces,and special offers
> Bait-and-switchticks people off
> Carry forward
MessageMatch
2
> Continuity
> Specific focus
> Echo the samelanguage
> Reinforce key ideawith supportive,relevant content
> Maintain message“scent” throughoutentire experience
DesignMatch
3
> Ad designmatchespage design
> Shared graphicalelements
> Strong and visceralcontinuity “scent”
> Primarily applicableto display, email,offline-to-online
AudienceIdentity
4
> “This is for me”
> Visitors identifywith the content
> Similarity “liking”
> Speak in theirvernacular
> Call them by name
> Use multi-stepexperiences toself-segment
Timely5
> Everything isup-to-date
> Fresh, not stale,look and language
> Time-sensitivecontent, offersare powerful—but only if current
> Campaigns andsocial media
RRelevantelevant
EEngagingngaging
AAuthoritativeuthoritative
DDirectionalirectional
YYield Optimalield Optimal
Compelling Value Proposition
6
> Core value of yourproduct, service,offer to people
> Regardless of howit is presented
> Unique sellingproposition (USP)
> Unique campaignproposition (UCP)
> Be good, be great
EmotionalAppeal
7
> Reach visitors onan emotional level
> Feed the right brain
> Tell a great story
> Set the mood withdesign, imagery,color theory
> Express meaning
> Works in B2B too
RationalJustification
8
> Persuade visitorswith logic, reason
> Feed the left brain
> Quantify value
> Bullets, tables,and infographics
> Don’t overreach
> Be synergistic withemotional appeal
AffectiveDesign
9
> Blend functionalityand aesthetics
> Use design tocommunicate value
> Be the “iPod” oflanding pages—intuitive simplicity
> Elements of pageare harmonious
> User-centered design
Differentiated10
> Represent yourunique brand
> Stand out from thecompetition
> Be authentic
> Don’t follow otherpeople’s formulasblindly
> Be bold, creative,and memorable
RRelevantelevant
EEngagingngaging
AAuthoritativeuthoritative
DDirectionalirectional
YYield Optimalield Optimal
Assurances11
> Soothe anxieties,minimize risk—radiate confidence
> Strong guarantees
> Be consultative,be responsible
> Set expectations
> Trustmarks
> Quality of page assignal of credibility
Accurate &Concrete
12
> Concrete details tomake it real
> Accuracy matters
> Product images,demos, illustrations
> Applies to benefitsand features
> Levels of depth
> Avoid vague claims,and “fluff”
Social Norms13
> Privacy policy,terms of use
> Stage appropriate
> Reasonable formquestions, length
> “Escape hatch”
> Cultural norms
> Respecting normssignals credibility
Social Proof14
> Choose us: you’rein good company
> Lots of customers
> Customer logos
> Real testimonials
> Press and awards
> Pictures or videoof real people
> Halo effects
BrandConsistent
15
> Brand Trust
> Brand impact issignificant—use it
> Consistency withlogo, colors, fonts,nomenclature, tone,design, language
> Either helping orharming brand
> Browser testing
RRelevantelevant
EEngagingngaging
AAuthoritativeuthoritative
DDirectionalirectional
YYield Optimalield Optimal
ClearCall to Action
16
> What do you wantvisitors to do?
> Is it reasonable?
> Any potentialconfusion?
> Gravitationalcenter of the page
> One is often best
> Several can workif “frictionless”
FrictionlessChoices
17
> Help people quicklyget what they want
> Guide them, don’tmake them hunt
> Build engagement
> Enough info tomake a choice?
> Avoid hard choicesor too many—“undecideds” halt
MinimalDistractions
18
> Keep distractionsto a minimum
> Maintain forwardmomentum
> No navigation or“navigation lite”where appropriate
> In-page exploration
> But don’t be overlycontrolling
Motivation &Incentives
19
> Why you, why now
> Extra nudge totake action
> Expirations,limited supplies
> Tap competitivemotivations
> Scarcity, reciprocity
> Don’t overdo it
ProgressiveConversion
20
> Conversion is oftena path, not a page
> Interactive dialogs,flows, and wizards
> Micro-conversions
> Romance pages
> Build commitment
> Give non-convertersa good experience too
RRelevantelevant
EEngagingngaging
AAuthoritativeuthoritative
DDirectionalirectional
YYield Optimalield Optimal
Hypothesis21
> Ask a meaningful,big question
> What will you learnif succeeds or not?
> Asking a questionfocuses your ideas
> Scientific method
> Careful of causationvs. correlation
> Upstream variables
A/B orMultivariate Test
22
> Always be testing
> Test the hypothesis
> Use A/B testing toexplore big ideas
> Use MVT to honeyour presentation
> If you’re not testing,you’re wastingopportunities
> Test-driven marketing
Tracking &Segmentation
23
> Bounce rate,conversion rate,quality/value,your own metrics
> Milestones (“tags”)
> Segmentation bysource, behavior
> Closing the loop,calculating ROI
> Responsiveness
SEO24
> Consciously decideyour SEO strategy
> Keyword tactics
> Link sculpting
> Index or noindex
> Follow or nofollow
> Canonical URLs
> Semantic web data
DownstreamR.E.A.D.Y.
25
> Hand-offs to otherpages/channelsshould be smooth
> Don’t lose the scent
> Evaluate each stepfor continuity
> Shopping carts—where clicks go to...
> Follow-up emails,calls, retargeting
Get READY:bit.ly/ready2optimize
Scott BrinkerPresident & CTOion interactive
Twitter: @chiefmartec
http://www.ioninteractive.com