Day 4: Fix Low-Hanging Problems

Yesterday, we asked you to run qualitative research studies on your site. Fancy jargon aside, the goal was to start learning from your target customers — to help you diagnose usability challenges that you would otherwise overlook.

What you’ll probably be surprised to see is how much low-hanging fruit opportunities exist for improving conversions. In many situations, it’s simple stuff that bogs down your customers.

Focus on the Low-Hanging Fruit

Find opportunities to make changes without the help of your development or IT teams. Here are some examples of opportunities that other website owners typically find:

  • Make your web copy shorter — take what you have, cut it in half, and cut it in half again.

  • Adjust your calls to action (CTAs) — make them easier to understand and more prominent on your webpage for users to see.

  • Make your web forms shorter — a lengthy sign-up process can turn off your users from wanting to work with your company.

  • Clarify your company’s value proposition — the benefits of your product or service may be difficult to understand.

  • Boost the incentives — offer up a promotion or giveaway to encourage prospects to engage with your brand.

  • Create step-by-step instructions — find opportunities to guide your customers through the sales process.

  • Improve trust — ­ensure that you aren’t scaring your customers and prospects away; implement trust signals via social media details, membership stats, testimonials, or client logo.

Dig Deep Where User Psychology Meets ROI

The heart of conversion optimization isn’t math or science. It’s psychology. Your strategy needs to solve a specific user need. Start by identifying specific user needs and reverse engineer the solution to meet that goal.

Now comes the fun part — prioritizing your time. Your research may end up presenting a laundry list of needs to address. There are only so many hours in the day, and your marketing team (if you are lucky enough to have one) is likely limited on bandwidth.

The way to focus is to look for patterns. Rather than solving every target customer’s pain points 1:1, find opportunities to solve problems in batches. Then, align this list of pain points with your highest ROI opportunities.

Here are some example challenges that could happen on CrazyEgg:
(based on interviews with 14 people)

  • Ten prospective customers don’t understand the software

  • One person thinks the sign-up process is too long

  • Eight people want an easier way to subscribe to the blog

  • There is demand from 6 people for a different, complementary product

  • People (14 of them) were afraid to enter their credit card details

Out of this list, which do you think are the most immediate options to tackle? They are:

  1. The fact that prospects are confused by the software

  2. The fact that people are afraid to enter their credit card details

    • The blog isn’t the biggest priority inhibiting sales

    • Just one person was bogged down by the sign-up process; not enough to freak out

    • The demand for a complementary product is something that requires extensive time and dedication to address — outside the scope of a quick fix.

The sign-up form issue was a challenge that CrazyEgg recently experienced. Visitors didn’t want to include their credit card details to sign up for a free trial. CrazyEgg added an explainer to the company’s checkout page that visitors would not be charged for the trial.

CrazyEgg quantified the difference in performance, and found that the new page yielded a 116% increase in sign-ups.

Today’s Homework

  1. Clean up your website copy. Simplify the messaging as much as possible. Cut it down in half if you can, and get rid of paragraphs.

  2. Of the challenges that you discovered on Day 3, pick 2-3 that you can address right now. Make those changes on your website. If you can’t fit it into one day (and do it well), it’s probably too big an issue for the scope of this exercise.

Conversion optimization is a marathon, not a sprint. BUT, you need to eliminate the hurdles that will inevitably stop you from winning business. That’s exactly what you did today.


emily anderson / brilliant brand

Emily Anderson