19 rules of conversion optimization:
1. There are no rules.
Blue doesn’t always convey a sense of security.
Short copy doesn’t always beat long copy.
Break rules.
Blue doesn’t always convey a sense of security.
Short copy doesn’t always beat long copy.
Break rules.
2. Users don’t care about you.
Users care about what you can do for them.
Be explicit about the problems you solve and the benefits you deliver.
Users care about what you can do for them.
Be explicit about the problems you solve and the benefits you deliver.
3. Clever copy is for losers.
Metaphors confuse people.
No one cares that you studied English literature.
(I did too)
Metaphors confuse people.
No one cares that you studied English literature.
(I did too)
4. Friction is a dial you can adjust to find the right customers.
Low quality users? Increase friction.
High quality users? Decrease friction.
Low quality users? Increase friction.
High quality users? Decrease friction.
5. Context matters.
The journey from ad to landing page to conversion should be a seamless narrative.
Different ads? Consider different LPs.
The journey from ad to landing page to conversion should be a seamless narrative.
Different ads? Consider different LPs.
6. Big differences produce bigger gains.
Test small differences and you’ll limit the probability of big outcomes.
Test wildly contrasting copy or page designs before honing in on individual elements.
Test small differences and you’ll limit the probability of big outcomes.
Test wildly contrasting copy or page designs before honing in on individual elements.
7. People don’t read.
They skim.
Make it clear at a glance what you’re offering.
Impatient users aren’t going to dive deep unless you give them a good reason.
They skim.
Make it clear at a glance what you’re offering.
Impatient users aren’t going to dive deep unless you give them a good reason.
8. Try testimonials.
People trust other people.
Social proof works because it’s external validation.
Test it.
People trust other people.
Social proof works because it’s external validation.
Test it.
9. Free isn’t always better.
If it’s free then it usually sucks.
If it’s free then it usually sucks.
10. Be specific.
Vague copy convinces no one.
152 words crafted to make you salivate will open wallets.
Vague copy convinces no one.
152 words crafted to make you salivate will open wallets.
11. One landing page = one purpose.
Your landing page should encourage a single action.
Everything is designed around that single purpose.
Your landing page should encourage a single action.
Everything is designed around that single purpose.
12. Design is less important than you think.
Copy persuades, design points the way.
Copy persuades, design points the way.
13. Get enough data.
Most marketers don’t understand statistical significance.
The number of visits you need depends on the size of the effect you’re looking for.
Most marketers don’t understand statistical significance.
The number of visits you need depends on the size of the effect you’re looking for.
14. Use customer feedback to source test ideas.
Throw an exit pop to people that don’t convert and ask them why they’re leaving.
Throw an exit pop to people that don’t convert and ask them why they’re leaving.
15. Don’t trust customer feedback.
People aren’t good at explaining their own behavior.
Take qualitative feedback lightly.
People aren’t good at explaining their own behavior.
Take qualitative feedback lightly.
16. Watch recordings of people using your site.
It’s impossible to anticipate how users will misinterpret your user interface.
But they will.
It’s impossible to anticipate how users will misinterpret your user interface.
But they will.
17. Be generous
You’ve built something to help people.
That’s a powerful act.
Be generous about how you treat your guests.
You’ve built something to help people.
That’s a powerful act.
Be generous about how you treat your guests.
18. Show credibility
Legit endorsements or credentials show that you’re trustworthy.
Test them.
Legit endorsements or credentials show that you’re trustworthy.
Test them.
19. Cover the basics
Is your site slow?
Does your mobile UX suck?
Come on, dude...
Is your site slow?
Does your mobile UX suck?
Come on, dude...
Bonus:
Remember: there are no rules to conversion optimization.
Humans defy reason at every opportunity and your website is no exception.
Remember: there are no rules to conversion optimization.
Humans defy reason at every opportunity and your website is no exception.
That's it.
If you enjoyed this please retweet it because your friends might enjoy it too.
Follow me at @bbourque for more threads on startups and marketing.
“Great things are not accomplished by those who yield to trends and fads and popular opinion.” -Jack Kerouac
If you enjoyed this please retweet it because your friends might enjoy it too.
Follow me at @bbourque for more threads on startups and marketing.
“Great things are not accomplished by those who yield to trends and fads and popular opinion.” -Jack Kerouac
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