The startup world is obsessed with the word conversion. And for a good reason – higher conversion means higher ROI on your user acquisition spending. There’s one term especially connected with the conversion rate optimization process: A/B testing. But careful you must be, young padawan. Going for A/B testing in the early stages of your startup is tempting – everybody seems to be doing them so it must be a great idea… right? Wrong – in many cases it can turn out to be a waste of time. Neil Patel estimates you need 10 000 – 20 000 unique visitors a month to start A/B testing, otherwise the process will take too long/the outcomes won’t be meaningful. Other sources claim that approximately 100 conversions a month, regardless the amount of visitors, are sufficient enough… Most early-stage startups can’t even dream about numbers like that. However, there’s still a lot you can do to boost your conversion rate without running A/B tests. My presentation and checklist cover the most essential factors influencing your on-page conversion.
1 – Is there anything more you would like to know about the product? Write it down, it’s important. Ask 5 customers whether there’s any information missing from the page.
2 – All of the features and benefits must be 100% real. Users hate being manipulated – if you lie prepare for the churn to reach 0,99.
3 – Can’t decide on the killer benefit? Ask 5 customers what is the main reason for using your product. If it’s not clear ask 5 more people – repeat until certain.
4 – According to many researches people unconsciously become more trusting when they see a grinning face. Not having one is a huge loss for you conversion (in case of highrise it was about 233 % of a difference!).
5 – Your goal is to direct users to the CTA. Whatever you put on the site should lead them there. Avoid redirecting them to any other places on your site. Also, videos are not recommended for the main page. You only have around 7 seconds to attract your visitors – videos are way too long. However its a good idea to put one on the features tab on your page – only curious users get there and they might be willing to spare a couple of minutes to learn more about your product.
6 – User onbarding techniques will be presented in one of future Startup Growth Academy episodes, sign up for free weekly updates: Till then try to create a simple, obligatory tutorial, covering most of the important features and actions users can make. 2 minutes / 10 actions is the upper limit. The trick is you will send more advanced tutorials to your users mailboxes to bring them back to your app. You can also experiment with notifications about not finished actions, or lost benefits. As mentioned previously – it takes around 7 e-mails to finally activate a user.
Once you’re done with the checklist – try a bit of testing using those techniques: clickmap/heatmap, mouse tracking, recording visitors, talking to customers. I will cover those pre-A/B testing techniques in the next episode of Startup Growth Academy. Sign up for free weekly updates and learn how to increase your conversion up to 100% within a couple of hours.