Becky Davis is the director of UX and CRO at Tranzact. She’s an analytics-based conversion expert.
Your site visitors are drunk! Or they may as well be — they’re lost, distracted, lazy, and at times, strangely irrational. So how do you guide them towards the desired action?
HOW TO: Make the world’s greatest pub crawl of a website to guide visitors & boost conversions
1. Plan their customer journey for them, and eliminate any distractions from your page
Becky’s “guided experience” landing pages boosted conversions 80% by leading visitors from problem awareness to product awareness to decision-making with no room for distractions.
Drunk-proof your page with Becky’s worksheet →
2. Remove long text and boring graphics; keep your message short, engaging, and fun
Even the most boring industries can be redesigned for a fun, easy experience.
Don’t believe us? Check out Lemonade Insurance →
3. Before asking a customer to commit, give them the option to talk to your team
Becky increases conversions 10% just by adding this small step. If they want to chat, don’t pitch them, just listen and build empathy by asking open-ended questions about their pain points.
Here’s a 6-min video complete with a basic script to help you get started→
You can do phone interviews, but chat pop-ups are probably the most efficient →
4. Make decision-making as fast, easy, and exciting as possible
Don’t scare them off with a 30-min application process or a mandatory demo. Try auto-filling default settings and pushing longer texts towards the bottom. Anything to make it smoother.
If you’ve got to include a form, at least make it a smart one →
5. Plot Twist: Your visitors aren’t really drunk, they’re just too busy to figure out your site
They’re not stupid, they just have short attention spans. They’ll follow a pathway if you clear it, shorten it, and make it fun and easy to walk down.
Check your visitor recordings to see where they’re getting confused and leaving →
Full Presentation: https://calltoactionconference.unbounce.com/speakers/2018-becky-davis/