2016年2月21日星期日

Chapter 2: Context is king, queen, emperor, and boss

The more testing I do the more I keep coming back to one central concept. Context. In this section I’ll show you a few examples of context in action.


But first, a couple of definitions with names that I invented. #yourewelcome #payattention.



2.1 Conversation momentum


The purpose of Conversation momentum is to remove the break in communication that can occur when the click is made. If you’re wooing someone in an email or blog post, it makes sense to continue to do so on the landing page.


You wouldn’t invite someone into your house then act like you had never met them would you?


A big portion of this concept is respect. Respecting the click, respecting the time you want your visitor to invest.


Imagine this line is in your email.


“Let me show you how our product/service can help.”


Sometimes a good way to preserve momentum is to express gratitude to your visitor for showing up.


“I’m glad you were interested in learning more about words that were on the link.”


Creating a delightful experience humanizes the relationship and shows you care.


It’s important to get to the point quickly (like a short email), but you should do so in a way that flows naturally.


“One of the important things to know about words in the link is that it can establish the benefit.”


Getting warmer.


“What our solution does is to make words in link much easier to do. If you want to take it for a spin, I’ll pay the first month for you. And I’m personally available if you fancy a chat about the best way to use it.”


How yummy is that?


Now consider the lame-o, commonplace, and rude approach:


“Let me show you how our product/service can help.”


“We’re the best what we do in the world. Sign Up Now.”


What? You stopped caring about me, and now you sound generic and only interested in yourself.




Conversation Momentum Case Study – Ecourse to landing Page


To show how conversation momentum works in action, take a look at the CTA in the top-right corner of the page below.



Establishing context


This page is from an 11-part course about landing page optimization, primarily written by me. It’s driven by an email drip campaign where I speak to people in a very personal way. So anyone who is on a course page has received between 2-13 emails from me. My mugshot is also in the sidebar of every page.


Sidenote: The course is now ungated (no form) so there are no more emails. But up until this point there were.


At first I was sending this traffic to a rather generic landing page that has our standard value proposition headline:




The conversion goal of this page was a simple click on the orange call to action.


To improve the sense of context, I made three changes to the page design, producing the version below:



ecourse-contextual-design.jpg



The changes were:


  1. A co-branded header. The idea here is represent the before and after of the experience. You came from the ecourse, expressed interest in Unbounce, and are now having Unbounce presented to you.

  2. A conversational headline that again connects with where you came from and introduces the purpose of the page.

  3. A personal message from me (the familiar face of the ecourse).

The result? a 77% lift in conversions.



ecourse-test-results.jpg




2.2 Context of use


Context of use can be defined as providing a visual demonstration of how your product or service will be used by a customer.


And I can’t underline strongly enough how important it is for conversion. Actually I can – how important it is for conversion << that’s not a link.


Here’s an example:


Think of that guy Vince from the Slap Chop and ShamWow commercials. Annoying? Definitely. A role model for your children? Absolutely not. Excellent illustrations of context of use? Mos def.


You know exactly how to use them and what the outcome and experience will be like.


That’s context of use. Check out this next case study:



Context of use case study – landing page templates


We all know that research is key when beginning an A/B test. It can tell you when you’re delivering the wrong marketing message, and it provides insight into opportunities that could change your business.


So, I did some research.


I wanted to know how people were interpreting and reacting to the landing page templates page on Unbounce.com, so I added a Qualaroo survey widget to the page to ask a simple question:


What do you think of our templates?


  • They look great: [ text box for extra info ]

  • I don’t understand how to use them: [ text box for extra info ]

  • They don’t meet our needs: [ text box for extra info ]

I ran this survey for about two months, and received 1,771 responses.


Analyzing these responses I spotted 3 consistently recurring questions from the freeform text entry fields that appeared when you submit a response.


The most common questions were:


  1. How much do the templates cost?

  2. Where can I download them?

  3. Can I use them in WordPress?


millionaire.jpg



Wuuuuut?! They exist inside the Unbounce product. You can’t buy them, you can’t download them, and you certainly can’t use them with WordPress!


Epic fail followed by big opportunity.


Clearly visitors (a large portion of whom were arriving via organic search), were getting an entirely incorrect impression from this page. They didn’t understand the context within which you can use the templates.


How do you fix a broken experience like this?


First, let’s take a look at the original page:





Templates right?


Sure, but for what? In what? How much what?


When someone arrives on your landing page, the first thing they do is to look around and subconsciously ask for help.


“I know why I came here, but I’m not sure where I am or what this is.”


Your job as a business, is to understand the mindset of your potential customers when they arrive at your landing page, and communicate appropriately.


In this instance, like I said, there are a large number of organic search visitors showing up who have absolutely zero context. They searched for “landing page templates” and are thinking about templates and templates alone – not restrictions of where or how they can be used.



To answer the questions of these visitors, we created a two-step diagram to illustrate context of use:




The context of use we designed for this circumstance worked as follows:


  • You can view the template library in the app when you choose to build a new landing page.

  • When you choose a template, you are taken to the page builder where you can customize and edit it.


Test results


Page A [Control] – No context of use
The conversion rate for people who see the templates page is 2.1%.


Page B [Treatment] – With context of use diagram
The conversion rate of people who saw the new version of the page was 3%, a conversion rate lift of +43%.


EPIC WIN! 43% Conversion Lift in New Account Trial Starts


A really impressive result. But this type of number is thrown around all the time. What does it actually mean to a business? What is the impact on revenue?



Impact on Revenue


To figure out the affect this win had on the business I took into account all of the relevant numbers.


  • Additional new trial starts (NTS) per month due to this test — 120

  • NTS over 12 months — 1440

  • Average lifetime value of a customer — $706

Incremental impact on revenue based on a year of extra acquired customers:


1,440 x $706 = $1,016,640


That’s what happens when you help visitors to understand where they are and how the world works while they are there.


From: https://moz.com/blog/most-entertaining-guide-to-landing-page-optimization




Chapter 2: Context is king, queen, emperor, and boss

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