Kevin Hale - How to Improve Conversion Rates

Introduction

Improving conversion rates is crucial for growth, and this presentation focuses on enhancing the efficiency of moving through a conversion rate funnel. The principles discussed can be applied to any user interface, not just landing pages. Key points include:

The importance of conversion rates for growth
Applying principles to improve conversion rates in any user interface
Addressing the more challenging aspect of working on conversion rates compared to churn.

Benchmarks

Improving conversion rates is important only if there is a significant drop-off in the conversion process. Benchmarks for conversion rates in different industries are as follows:

Casual download games: 2%
Freemium software as a service companies: 1.5-5% (average 3%)
Flicker (heyday): 5-10%
Adult Friend Finder: 10-22%
Children's social networks: not specified
TurboTax Online: 70%

The knowledge gap

The knowledge gap refers to the difference between the current knowledge of the user and the knowledge required to use a product or interface effectively. This concept, known as the knowledge spectrum, was developed by interface designer Jared Spool. To solve any user interface problem, one must either increase the user's knowledge or decrease the knowledge required to use the product.

Key points:

The knowledge gap is the difference between user knowledge and the knowledge needed for effective product use.
The knowledge spectrum concept was developed by Jared Spool.
To solve interface problems, either increase user knowledge or decrease required product knowledge.

How do I get users to push the button?

The most profound aspect of the topic is how to improve conversion rates by addressing user concerns and making it easy for them to take action.

Simplify the landing page to just one button.
Analyze the page by asking seven key questions.
Place the call to action close to the "magic moment" of the user experience.
Address user concerns such as understanding the company, product suitability, trust, pricing, and support.
Make it easy for users to contact and seek help.

Real-world examples

Improving conversion rates through real-world examples:

Example 1: Meeting Room dot IO
- Simplify call to action to one clear button
- Add a video to enhance user experience and understanding of benefits
Example 2: Div Joy
- Emphasize clear messaging and user-friendly web-based tool

Key points:

Address issues with call-to-action and user experience on website
Clear call-to-action button and better affordance
Explicitly convey value and features of product
Provide social proof through customer testimonials
Include credibility indicators like an about page to build trust

Introduction

The importance of conversion rates for growth
Applying principles to improve conversion rates in any user interface
Addressing the more challenging aspect of working on conversion rates compared to churn.

Benchmarks

Improving conversion rates is important only if there is a significant drop-off in the conversion process. Benchmarks for conversion rates in different industries are as follows:

Casual download games: 2%
Freemium software as a service companies: 1.5-5% (average 3%)
Flicker (heyday): 5-10%
Adult Friend Finder: 10-22%
Children's social networks: not specified
TurboTax Online: 70%

The knowledge gap

Key points:

The knowledge gap is the difference between user knowledge and the knowledge needed for effective product use.
The knowledge spectrum concept was developed by Jared Spool.
To solve interface problems, either increase user knowledge or decrease required product knowledge.

How do I get users to push the button?

The most profound aspect of the topic is how to improve conversion rates by addressing user concerns and making it easy for them to take action.

Simplify the landing page to just one button.
Analyze the page by asking seven key questions.
Place the call to action close to the "magic moment" of the user experience.
Address user concerns such as understanding the company, product suitability, trust, pricing, and support.
Make it easy for users to contact and seek help.

Real-world examples

Improving conversion rates through real-world examples:

Example 1: Meeting Room dot IO
- Simplify call to action to one clear button
- Add a video to enhance user experience and understanding of benefits
Example 2: Div Joy
- Emphasize clear messaging and user-friendly web-based tool

Key points:

Address issues with call-to-action and user experience on website
Clear call-to-action button and better affordance
Explicitly convey value and features of product
Provide social proof through customer testimonials
Include credibility indicators like an about page to build trust