Deck for my talk "How To 10X Your Conversion Fundamentals of Usability & Optimisation" from the Secret Sauce conference in London on 23 September, 2015.

1. How To 10X Your Conversion
Fundamentals of Usability & Optimisation
Matt Lerner
Download the Deck: @MattHLerner

2. 2
About Me
▪ 17 years Marketing & GM at PayPal
and 3 startups (not Adobe)
▪ Built & ran 3 Growth teams
▪ Mentored over 40 startups
▪ Runs 500 Startups London
▪ Former chemist, speech writer, and
valet parking attendant.
Download the Deck: @MattHLerner

3. 3
500 Startups London
▪ 5 Companies per Batch (4X/yr)
▪ Three months, one in residence
▪ Post-seed, Pre-Series A - Live product
with customers & (ideally) revenue!
▪ Laser-focus on scaling growth
▪ Elite staff & mentors
Applications by referral only
Next batch starts Feb 1

4. Agenda
▪ Introductions
▪ Can you Really 10X your Conversion?
▪ Down through the funnel:
1. Measuring Your Conversion
2. Delivering Value
3. The Automatic Funnel: Thinking Fast vs. Thinking Slow
4. Landing Pages & Home Pages
5. Plans and Pricing
6. Forms
7. Payments & Checkout

5. Can you 10X your Conversion?
Visit Home 100
View Product 60 (60%)
Add to Cart 18 (30%)
Start Checkout 11 (60%)
Finish Checkout 8 (70%)

6. 1. Measure Your Conversion
Traffic
Home/Landing
Products/
Pricing
Signup/
Payment
Engage-
ment
Aaaaarrrggggg!
You get what you measure!

7. 2. Deliver Value

8. 2. Deliver Value

9. 3. The Automatic Funnel

10. 4. Landing Pages that Don’t Suck

11. 4. Landing Pages that Don’t Suck

12. A

13. B

14. Landing Pages

15. Source: MarketingSherpa
2011 Landing Page
Optimization Benchmark
Report
0%# 20%# 40%# 60%# 80%# 100%#
Loca-on#of#CTA#
Headline#Copy#
Form#Logic#
Form#Layout#
Text#vs.#Graphics#
Nav.#Logic#
Number#of#CTAs#
Body#Copy#
BuIon#Copy#
Page#Header#Image#
Image#Content#
Nav#Loca-on#
Impact'of'Op+mizing'Element'on'Conversion'
Large#&#Medium# Small/None#
Download the Deck: @MattHLerner
Where to Start?

16. Landing Page Best Practices
● Short, succinct value proposition(s)
● Clear, compelling hero image
● Prominent, single CTA (call to action, button)
● No exit paths out of funnel
● Sufficient info. to drive conversion, not a word more.
● Anticipate & address customer objections
● Use breadcrumb trail to set expectations
● Free trial/sample/report (reduces perceived commitment)
Download the Deck: @MattHLerner

17. 5. Products Pages, Plans & Pricing

18. Products Pages, Plans & Pricing

19. Plans & Pricing
● Be clear & simple
● Make options sequential (e.g. good/better/best)
● Highlight differences clearly
● Show important similarities
● Recommend one “preferred” option
● Use pricing foils
Download the Deck: @MattHLerner

20. 6. Webforms

21. Webforms Best Practices
● Be cliche - simple well-known UX conventions, make it simple.
● Ask for as little information in as few steps as possible. (You
can get more info later).
● Place labels above fields (not in), and show syntax
requirements.
● Do robust error handling & input validation.
● Align fields, labels along a straight line (left-justified)
● DIY user testing - on any “novice.” Test on a phone too!
Download the Deck: @MattHLerner

22. Webforms

23. Webforms

24. 7. Payments & Checkout

25. Payments & Checkout
¢26 ¢1
40% 40%

26. Payments & Checkout
¢25 Free
10% 90%

27. Offer All Popular Payment Methods

28. Offer All Popular Payment Methods

29. Best Practice Example

30. Offer All Popular Payment Methods

32. You can 10X your Conversion!
▪ Measure!
▪ Keep them thinking fast - scannable
▪ Do user research - answer their questions
▪ Continuously test & iterate
Download the Deck: @MattHLerner

33. Why 10X your Conversion Now?
Conversion 0.5% 5% 50%
CPC £1 £1 £1
AOV £100 £100 £100
CPA £200 £20 £2
ROI -100% 500% 5,000%

34. If you find this kind of thing helpful…
Download the Deck: @MattHLerner

35. Download the Deck: @MattHLerner