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2012-09-06
Page 1 @Conversionista @Conversionista
2012-09-06
Page 2 @Conversionista
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Page 3 @Conversionista @Conversionista
”Every Company should have a
Director of Details with unlimited
influence and almost no budget”
TED.COM : Sweat the small stuff
Image _ Wikimedia Commong
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Wikimedia Commons
or
2012-09-06
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”In order to learn to drive in
Sweden you first have to delearn
what you learnt in Turkey”
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Mobile
version
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Without (0)
1. Click to call
With (0)
1. Click to call
2. Fail
3. Switch to ”latest calls”
4. Copy number
5. Switch to notepad
6. Paste nr into notepad
7. Edit number
8. Copy number again
9. Switch back to Phone
10. Switch to keypad
11. Paste number
12. Call
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Why do you market
someone else when you
could be marketing
yourself?
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<div style="font-family:verdana, helvetica,
sans-serif;font-
size:10pt"><div><br></div><div style="font-
family:verdana, helvetica, sans-serif;font-
size:10pt"><br><div style="font-family:arial,
helvetica, sans-serif;font-size:10pt"><font
size="2" face="Tahoma">
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Opening rate > 80% Opening rate < 10%
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Percentage of recepients that will click the ”Can’t read
the…..” link < 0,01%
Percentage of recipients that will see your newsletter
in their mobile first 50%
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12 out of 155 had error
pages that fully met our
critera
Why is it important?
– You can’t stop it from
happening
– It’s one page only
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Talk Human language - Not computer language
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Talk Human language - Not computer language
Dont’ be too clever
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Page 25 @Conversionista @Conversionista
Talk Human language - Not computer language
Dont’ be too clever
Put the Blame on yourself not on the user
Point the visitor to your best material
Put search prominently
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Get rid of tech lingo such as “incompatible.”
Don’t use negative words
Put the blame on yourself, not on the user.
Clearly identify the error so the user knows what to
correct
– Don’t be too clever or wordy
Give the user a hint of how the problem can be solved.
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By tracking delivery of
error messages in
Google Analytics we
discovered that:
25% of visitors were
told ”site is closed”
When in fact, it was
only a problem
validating their ID
number (who had
been entered in
”incorrect Format”)
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”At every point in your
conversation with a
customer/prospect/someone
-
What do you want
them to do next?
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”Are you saying
Thank you,
when you could be
saying
Congratulations?!”
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1. The parenthesis zero in your Email footer & on your
web site
2. Transactional email
3. Can’t read this Newsletter? Click here to…..
4. 404 pages
5. Saying YES in your web forms!
6. Tracking error messages in Google Analytics
7. Never tell users they are done
8. Telll users they are done.
2012-09-06
Page 50 @Conversionista
Twitter: @conversionista
john@conversionista.se
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