three reasons for conversion ppt
Post on 28-Jan-2015
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The 3 Reasons They’re Not Converting
Laura Klein@lauraklein
laura@usersknow.com
Who Is This Person, Anyway?
User Experience Designer
Startup Consultant
Author of this book
This May Look Sadly Familiar
There are lots of good tactics for improving conversion...
You’ll probably want a better way to pick one
But First...
What the hell are we talking about here, anyway?
A User can Convert from...
Visitor
• Registered User
Visitor
•
Returning Visitor
Free User
•
Paying Customer
But you know all this already.
The Million Dollar question is...
WHY THE HELL AREN’T THEY DOING IT?
I’m glad you asked.
People Don’t Convert for 3 Reasons
They don’t understand what you’re offering
They don’t have the problem you’re solving
The product isn’t worth what you’re asking
Also known as...
They don’t get it
They don’t need it
They don’t want it enough
They’re not converting because
They don’t get it
They don’t need it
They don’t want it enough
These Are Total Gibberish
What Can Brown Do for
You?
Just Do It
Think Different
SnapCrackle
Pop
You Deserve a Break Today
Sometimes You Feel Like a NutSometimes You Don’t
Test For It
Five Second Tests
Guerrilla Usability
Site Intercept
They’re not converting because
They don’t get it
They don’t need it
They don’t want it enough
The Stupidest Idea You’ll Hear All Day
Test For It
Contextual Inquiry
Observational Testing
Customer Development
They’re not converting because
They don’t get it
They don’t need it
They don’t want it enough
Users Don’t Just Pay With Money
Cost ==
Money
Time
Effort
Pain
Test For It
Pre-Build Commitments
Usability Tests
Price Optimization
Those Three Reasons Again
They Don’t Get ItThey don’t understand what you’re offering
They Don’t Need ItThey don’t have the problem you’re solving
They Don’t Want It Enough
The product isn’t worth what you’re asking
Questions?
Here’s how to find me...
@laurakleinlaura@usersknow.com
UX for Lean Startups from O’Reilly
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