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Interested, but Need a Little More Convincing
You spend so much money advertising your brand and building content so people can try and enjoy your invention.
And not just that, you’ve taken so much care to create your product.
Then, when you look at the conversion rate of our ad spend, you see that below 3%. (Source).
Seeing this low number, it is natural to freak out and just go all out to fix conversion rates. Going all out will not help. That’s like trying to boil the ocean.
A more practical approach is to use a scalpel.
Site visitors can be divided into 3 groups:
— Ready to buy
— May never buy
— Interested, but need a little more convincing
The 3rd group represents our biggest revenue lift potential.
Given a choice between spending more money to get new visitors and giving people who are interested, but need a little more convincing a little push, it’s so much easier to deal with the latter. These people are already almost there. They just need a little more convincing.
Oh, by the way…
Hi, I’m Rishi.
How to Go After the 3rd Group
Your site is already working. If your conversion rate is 2%, it means 2% of visitors are perfectly happy with the content on your site. Let’s not do anything to disturb those current conversions. What we want is to keep everything the same but find ways to identify these people who are interested, but need a little more convincing so we can apply our persuasion magic to them without disturbing anyone else.
To target this group, we place subtle nudges at strategic locations. In the example below, the red arrows highlight locations where our nudges have been added.
These nudges are clickable.
The advantage of the system is that I didn’t have to redesign the page or drastically change its layout. We’re working within your current design. Your current system.
Does this make sense? /
Once Those Interested, but Need a Little More Convincing Have Been Identified
Once our target audience has been identified, we need to figure out what we need to tell them and how we need to tell it to get them on the other side of the conversion line. Let’s start by communicating 3 core ideas to visitors.
