How I spent the summer or the battle for conversion on one software site


    Shot from the film “300 Spartans”

    It is impossible to control what cannot be measured. Any business is decomposed into indicators. And the software business is no exception. How many parameters affect our profit? How often should they be measured? How to effectively influence them? How to measure the response?

    At the autumn ISDEF conference, we remembered the report of the director of Indigo Byte Systems Denis Zhuravlev about how he experimented with his site all summer and how this ultimately affected the conversion. And now we are pleased to share an article-extract from this report - go under cat.


    Indigo Byte is developing a niche desktop B2B product - Dr.Explain. This is a program for creating help files, user manuals and online help. The product is technologically sophisticated and specific. The main selling point is the site. The company offers the user one-time licenses, no subscription. There is a free version for review. Its peculiarity is unlimited time of use, however, watermarks appear on the result. Average bill - from 500 dollars. In this regard, the purchase of a product is always a deliberate, balanced decision. The sales funnel is quite long.

    We want to manage - we must measure


    The problem of the company is not original: you want more money, money comes from sales, so our goal is to increase sales. Without understanding the essence of the process, cause-and-effect relationships, managing sales and, therefore, getting more profit will not work. Therefore, a little theory.

    Theory
    Profit is determined by income and expenses. By increasing income and reducing costs, you can achieve increased profits. Approximately income can be represented as the product of the average check by the number of transactions. Transactions, in turn, look like a product of such variables: leads (these are warm customers who are interested in your product), percentage of conversions from leads and repetitions. Leads are taken from cold traffic, taking into account the percentage of conversion. The result is a formula that is universal for any business based on sales.



    Life hack from Denis Zhuravlev: “The easiest way to increase income is to raise the price. Announce it in a week, get unprecedented sales growth. "


    And a little more theory in relation to our product


    Traffic is site traffic. By leads we mean downloading and installing a demo version. The percentage of traffic conversion into leads depends on the quality of the traffic, and the quality, in turn, is determined by its source. A transaction is a sale of a license. The percentage of lead conversion into transactions depends on a large number of factors: product quality, trial restrictions, follow-up, maintenance, price, “basket”. The average bill depends on the price of the license, as well as on additional services and upsale. Repetitions are resales to other jobs. For sales growth, it is necessary to work on all these parameters. We will dwell in more detail on the issues of obtaining leads and increasing the percentage of conversion of traffic to leads.


    Converting site


    Let's start by looking for the answer to the question "what does the conversion on the site depend on." Captain Evidence states that it depends on many factors, namely:

    1.       Relevance to traffic source and problem. The information in the advertisement should correspond to the content of the site and - most importantly - solve the problem of the client.
    2.       The clarity and visibility of the descriptor. The average time spent visiting one page of a site is calculated in a few seconds. Therefore, the page should always have a bright and clear descriptor that will give an answer to the question of what benefit the user will receive from the site. The scheme of a good descriptor looks like this: This is _______, for which _________ by __________ (fill in the blanks with the description that is suitable for your product).
    3.       Key benefits and advantages. Touch a person’s pain and problem by describing their benefits and advantages. Remember, a person comes to a site with a specific problem - offer him a solution. Think about customer fears; what he is afraid of, what he feels insecure. The information on the site page should save him from them, show the benefits of the transaction.
    4.       Special offers This option does not always work, it is more relevant for the product in the entertainment sector, where spontaneous purchases work.
    5.       Social proof (others use it). Your task is to show that people use your product. Such information helps to make a purchasing decision.
    6.       Visualization of a product or result. Remember that the user spends negligible time on the site, so he is unlikely to read large texts. Therefore, visualization - videos, screenshots, pictures - must have. The only caveat - do not use pictures with joyful girls from photo stocks, for one simple reason: there are a lot of such photos, and they are fed up with the order.
    7.       Credibility (seriousness, image). This item is very relevant for B2B business. The credibility attributes include company contact information (address, phone, e-mail), company reviews. Even if you simply increase the font size that the company’s phone number is written in, this will lead to an increase in conversion.
    8.       Design. There is no universal advice on this item. Experiment and test colors, layout, fonts.
    9.       Clear Call To Action. This is the most important point. The person who came to the site should understand what action he should do next; do not spray his attention.


    Life hack from Denis Zhuravlev: “Learn to talk about your product in one sentence, while answering questions for whom the product and which solves problems”


    A / B tests or how to make mistakes quickly


    Not all experiments end well, i.e. profit, therefore, it is important to be able to "make mistakes quickly." A / B test is just a cool way to test your hypothesis quickly and without significant losses in case of an error.

    The method is as follows. Traffic is evenly divided in half, and each part of the traffic gets its own page / site version. For each version, the conversion is considered separately. After counting, the result is compared and the “winner” is determined. A / B testing can be carried out a huge number of times how much your imagination has enough for test options.

    Pros:
    •         There are no sharp failures when testing a bad option;
    •         Minimum dependence on seasonality. Testing two hypotheses under the same conditions increases the reliability of the study.

    There is only one minus: good traffic is desirable to ensure statistical reliability.

    Life hack from Denis Zhuravlev: "Count and consider everything!"


    Mechanics A / B testing


    There are many specialized services for analyzing the results of A / B testing, the most famous of which is Google Analytics. But in life there is always room for a feat, so Denis Zhuravlev offers his own version.

    An experiment table is created at the beginning of the test. Each visitor at the entrance is put a cookie with a label A or B for each experiment. When performing the target action (download), registration is performed in the database. Then it is possible to compare the number of targeted actions with traffic. The screenshot below shows how it all looks in practice. A page containing one review (option A) and many reviews (option B) was compared. The first column shows the number of visitors, the second shows the number of downloads, and the third shows the percentage of downloads of the total number of visitors. It can be clearly seen that option B wins by a margin.



    Relevance testing


    We tested two types of ads. Option A looked like this:



    And option B looked like this:



    According to the test results, option B won, it was he who came closest to the user's fear, providing a solution to the problem of creating help for the program without special knowledge.

    Life hack from Denis Zhuravlev: “Look for real user pain and fear. Create separate landing pages for each of them. "


    Descriptor Visibility Testing


    When testing the decryptor, option A looked like this:



    The view of option B is shown below. The difference was the size of the fonts.



    On average, increasing the font size in headings led to an increase in conversions from 2% to 35% on different pages.

    Life hack from Denis Zhuravlev: “Increase the font size of key headings. Even if it breaks the design. Forget about 10 and 12 pins, 30 pins are our choice. ”


    Social proof testing


    Your task is to show life around your product. For this purpose, social network plugins, video reviews, text reviews, but always with photos, are suitable. Nuance - review must be real. Therefore, do not attach user texts. Sometimes photographs on the background of the carpet only emphasize the reality of the response to the product (especially this works well in the entertainment field).

    Adding the facebook social network plugin to the site page showed an increase in conversion to 376%. The exception was only our French sites, they did not have such a rapid increase in performance.

    Life hack from Denis Zhuravlev: "By any means, show that other people use the product."


    Product Visualization Testing


    Visualize your product using any available methods, post screenshots, shoot videos. This is especially true if you are dealing with a complex technological product. In this case, either show the operation of the product step by step, or show the result. So that the client’s eyes light up, and he said: “I want it too!”

    In testing, we compared a page that offered to watch a YouTube video on a product (option A) and a page without such an opportunity (option B). In option A, the conversion increased to 136%.  

    Testing Credibility


    Find the differences between Option A:



    And Option B:



    In the case of Option In the absence of icons showing compatibility with the OS, the conversion increased by 32%.

    Testing Call To Action - One Action


    Decide what is the most important action on your site. This is not always a call to buy. In the case of a long incubation period, the noticeable “Download demo” button is more convincing and necessary.

    On the website of Dr.Explain, in case of option A, the page contained two calls: download the demo version and buy the full version of the program. Option B contained only a call to download the demo version. In this case, the conversion increased by 26%.



    Life hack from Denis Zhuravlev: "Leave on the site a call for only one action - the most important and important for you."


    In addition, do not leave the client from the page, remove all unnecessary links, leave only the most important thing - that helps the user make the final decision.

    In a call to action case, even the color of the button matters. In option A, the button was green, in option B it was red. The conversion in the case of option A is higher by 31%.



    Not only the color of the button, but also the text on it is also important. The meaning of the word Download is clear to everyone, unlike the word Install, thanks to this the conversion increased by 42%.



    Design testing


    With design, you need to experiment, experiment and experiment again. In some cases modesty wins, and sometimes it is necessary to change the arrangement of blocks on the page.

    There are no trifles in the struggle for the conversion. The more you try and experiment, the greater the chance of success. The easiest and fastest way to get customers is to buy traffic to the site. But before buying, it is imperative to check and optimize the conversion. Remember that conversion is important, but, as is the case with any other metric, it is not something absolute, and there is no limit to perfection.

    PS You can watch the video report here , and purchase tickets for the upcoming software party for the September ISDEF here .

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