1、PRESENTSWITH YOUR ABOUT PAGEACQUIRECUSTOMERSMAKE IT ABOUT THEM,NOT YOUIts all about framing.Nobody cares about your business.They care about whatyour business can do for them.They want to be persuaded that youand your product are a right fit for them.You can talk about yourself,but showcase whyyou a
2、re someone they should give their business to.1Source:http:/en.wikipedia.org/wiki/Framing_effect_(psychology)BBeforeABAfterAEVIDENCEPOSITIVE FRAMING AFFECTSCONSUMER DECISIONS!When psychologists Tversky&Kahnemanused positive framing in 1981 to tweakOption(A)in a questionnaire,the percentageof people
3、who chose that option jumpedfrom 22%to 72%If they built their company with it,they must be reallygood at it.And they must be able to help you build yours.COPYBLOGGEREXAMPLEMAKE YOUR HEADLINEYOUR VALUE PROPOSITIONStart Strong.Skip About,About Us,Who We Are,etc.They knowwhat they clicked on,so dont st
4、ate the obvious.Make your case instead.2SUCH SCIENCEGRAB THEIR ATTENTION-AND QUICK!Our attention span is slipping fast!12sHumans,20008sHumans,20139sGoldfish17%of webpages are skipped within 4 seconds:4sSKIPSource:http:/ PEOPLEWe all want to do business with people who believe whatwe believe.What do
5、you believe?State it proudly.HELP SCOUTPeople remember stories.Stories grip people in ways that facts alone cannot.Study yourself,your team,your product and yourexisting customers and figure out your story.Then tell it,tell it as best as you can.TELL A STORY3Researchers found in 2007 thatparticipant
6、s were willing to donate up to2.4x more when presented with a story,as opposed to statisticsSource:http:/opim.wharton.upenn.edu/risk/library/J2007OBHDP_DAS_sympathy.pdfStatsStoryMUCH RESEARCHSTORY SELLS BETTER THAN STATSDonations$2.83$1.17VERY STORYTELLINGMailChimp isnt just about email marketing-it
7、s aboutcreating value in its hometown of Atlanta,rewarding creativityand an obsession with delighting customers.MAILCHIMPNEXT STOP:KAT HAUS!Tell us what to do.So,youve convinced your visitors thatyoure worth doing business with.What next?Take them by the hand and boldly lead themto the precise actio
8、n you want them to take.SHUTTLE PEOPLETO THE NEXT STEP4StartYour TrialStartMy TrialVERY STATSINCREASE“MY”CONVERSIONSConversions1.9x1xU nearly doubledconversions after changing theircall to action from“Start Your Trial”to“Start My Trial”Source:http:/ CALL-TO-ACTIONPowerful Call-To-Action+High Contras
9、t=Knockout Conversion Rate!LESS FILMSAVOIDOVERSTUFFINGKeep things succinct.Youve put a lot of work into your business,and theres a lot of great things youd loveyour potential customers to know about you.But you cant hit them with everything all at once.Theyll respond to the informationoverload by le
10、aving the page.TOO.MUCH.5SO EXPERIMENTDONT OVERLOAD VISITORS!Source:http:/www.ncbi.nlm.nih.gov/pubmed/11515286A 2001 study discovered that humanscan only process 4 chunks of informationwith their short term memoryMUCH ZESTShort.Punchy.Visual.TINY BLUE ORANGETEST,TEST,TEST!6You dont learn if you dont
11、 test.Remember that every landing page,website and businessis different.What works for one marketer may not workfor another.Do your research,then test,test and test again.Merely adding the words“Its Free”beside a call to action increased itsconversion rate by 28%!Source:https:/ TESTMINOR CHANGES MATTER TOO!Conversions1xNormal1.3x“Its Free!”VERY CONVERSIONTesting can literally double your business.GROOVE HQ
