Your Marketing and Design Reading for The Weekend
2. Minimize friction. Friction is any element on your landing pages that slow down conversions, such as form fields, process steps and page length.
3. Information-entering anxiety. You can recognize this by a pattern of abandonment at certain steps in the process.
4. Clarity trumps persuasion. Rather than focus on selling, be sure visitors know where they are in the sales process, what you want them to do and why.
8. Test social features. Inclusion of social sharing buttons can actually inhibit sharing for some products, especially those that might be considered sensitive. But you won't know this unless you test. 9. Test all best practices. They are called best practices because they have already been tested. However, if getting results are crucial, take the time to test anyway.
12. Don't ignore the conversion trinity. The trinity is relevance, value and call to action. You should consistently work to enhance one or all of the elements.
17. Violate the sacred. Similar to testing best practices, major results can be achieved when you break those rules that should never be broken.
18. Don't be perfect. This is not the goal. Rather, A/B testing is about making things better than they were before. The theme that emerged for me from all of the suggestions was that we should test common sense and, above all, never stop testing!
The author of this post saw a young woman playing the video game Dance Dance Revolution. When he tried it, he discovered he was as terrible at it as she was amazing. He says that doing business online is not all that different from playing this game.
- No one is born being good at DDR or business, even Apple.
- To get better at anything requires practice. Apple had failures like the Lisa, the Macintosh Portable and the ROKR.
- You have to practice the basics and make small, daily improvements in the fundamentals of business rather than implement the latest trendy trick. The tricks can work in the short-term, but you still need to do the work that matters.
You don't need an "Easy Button;" just put in the effort.