The Startup Owner's Manual: The Step-by-Step Guide for Building a Great Company

Author:Blank, Steve & Dorf, Bob [Blank, Steve]
Language: eng
Format: epub
ISBN: 9780984999378
Publisher: K&S Ranch
Published: 2012-10-20T21:00:00+00:00

Tools to Use: Copy testing, A/B testing, and another look at your value proposition messaging (unique selling proposition, features you’re promoting, introductory offer, to name a few).

Problem: People Visit the Site, but don’t Click (no Activation)...

Diagnosis: This deadly problem is often masked by “vanity metrics,” where the team high-fives and celebrates because unique visitors and page views are increasing every day. So what!! If people come to the site or app and don’t engage, try it, do something, sign up or pay up, your business is simply dead. Period.

If we just described your site, ring the alarm bell and if your “data chief” and marketing person aren’t sure what to do or test, it may be time to call in (preferably smart freelance) consultants, buy the tons of other books on optimization, and call home and tell’em you won’t be home for a while... your business is at serious risk of implosion.

Solution: Pull out all the stops, remembering not to test too many things all at once. Start by talking to customers who’ve been acquired but not activated (hopefully you have some of their e-mails, but call or ask them to call you—don’t just e-mail) and find out what was uninteresting or unappealing to them (that’s why it’s called Customer Development).

Then start to implement some optimization tactics.

Find the page where most users abandon ship. Start testing stronger calls to action and improved navigation on this page fast

Test a variety of calls to action... click here to do this, sign up and get a free...

Do some heat mapping studies to see what people are looking at on the page, and move calls to action closer to where their eyeballs go

Test bigger, smaller, or different calls to action: louder copy, bigger buttons, maybe a blinking or brightly-colored “try now,” for example

Be sure your “no spam” guarantee/promise is visible in every communication

Conduct usability testing where you watch actual customers as they review your home page. What questions do they ask, what do they click on, do they get confused? Then ask them flat-out: “what don’t you like about my site, product, or offer?”

Buttons: Do more people click on a big ugly button or a small pink one? Do they like round or square, a midpage location or lower left?

“Sell” and body copy: constantly test new copy versions to see which gets more response

Graphics: Test alternative product pictures, illustrations, how-to graphics and other elements to see better activations

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