Design for conversion, nuture for customers
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Transcript of Design for conversion, nuture for customers
Design for Conversion, Nurture for CustomersMichael Facchinello
Clique StudiosKaleigh Simmons
Rippleshot
Brent Williams
What drives revenue for internet based businesses?
TrafficThe amount of people to the site
Conversion RatePercentage of visitors
Revenuex =
Build trust, Boost Confidence, Set Expectations
Loss Aversion / Social Proof
“295 people like this, it must be good”
“Uh Oh, if I don’t book soon I wont get this flight”
Remove Distractions in the Checkout flow
Navigation elements are removed to prevent abandonment
Reduce Friction
http://www.awwwards.com/designing-longer-web-forms-and-why-they-can-work-too.html
Removing one field, “Company Name,” resulted in $12m more in revenue per year
Pop Quiz
What’s the next step you want someone to take?
How do you get them there?
Nurturing
Nurturing
B2BOptimize for high quality web conversions with the plenty of information to nurture the sale
Different business types need different conversion focuses
B2CAnswer questions, build trust, and boost confidence to convert these users to leads or customers
EcommerceRemove friction at every turn to enable spontaneous purchases
AwarenessAwareness
Consideration
Intent
Purchase
Loyalty
Advocacy
AwarenessA newsletter focused on fraud/data breach trends and news.
ConsiderationA couple blog posts around customer convenience and card re-issuance that we send over via email.
IntentA series of use cases from banks and credit unions their size that have used our product - hoping to get them to download and read them, and then request a demo (which we then send to sales & AM, who handles the rest of the funnel).
Nurturing - Rippleshot Example
Rippleshot Before
Rippleshot Conversion funnel
Rippleshot Conversion funnel
Rippleshot Conversion funnel
Rippleshot Conversion funnel
Went from 0 leads to over 500 in a year.
Only 25% of leads turn out to be MQLs. Our conversion funnel nurtures leads who are really interested and weeds out those without true purchase intent, only delivering the highest quality to sales (saving time and effort for a small, resource-strapped sales team)
Have a weekly industry newsletter subscribed to by folks from MasterCard, Visa, Citi, Wells Fargo, Chase, HSBC, Barclays, etc. Huge credibility bump for us.
Nurturing - Rippleshot Example
B2C Example: Retrofit
Social Proof Incentivize Build Trust
Build Trust
Ecommerce Example: Kneen & Company
Remove Friction Reduce Friction
I know what you came here to do…. get your practice on
1) Review and comment on the invision link using concepts we learned for what is done well and what is done poorly
Invision Link: https://invis.io/G43NGTKXH
2) Review and compare with some of the suggestions others had
3) What did we actually do? Link: http://artpostgallery.com/
