We have all spent a lot of time trying to figure how to improve conversions. The most common method to analyze conversions, is to use funnels. People enter into a funnel and go through a series of steps, many of them dropping off at different stages, and finally, some of them reaching the goal step of the funnel. While this approach has its merits, it has a flaw that makes it ineffective in many scenarios. The biggest flaw is that people don’t follow a defined path to reach a goal. An alternate approach to improving conversions, that i personally like, is to break down your conversion goal into as a sequence of small wins.
Let me give you an example. Supposing you are the owner of an online store, your primary funnel would look something like – visitors view products, add them to their carts, begin the checkout process, and finally end on your thank you page. When it comes to improving conversions, you could look at this entire funnel and wonder what you could do to make sure more people are checking out their carts. An alternative that i would suggest, is to look to scoring small wins in each of these processes:
- How do you get more people to add products to their cart?
- Can you get more of your visitors to begin their checkout?
- Can you reduce the number of steps in your checkout process to make it less tedious?
Each of these smaller wins might not look like it is doing much to your conversions, but this is one of those scenarios where the sum of the parts is actually greater than the whole.
Triggered Messages to help score small wins
When designing triggered/behavioral messages it is worthwhile to think about what the immediate goal is. It could be
- Introducing a new feature
- Building trust
- Showing the breadth of products
- Educating them about the product or category
Think about it like a game of cricket (sorry, with the World Cup in full swing, I can’t avoid a reference). It’s not a good strategy to keep swinging your bat at every delivery in the hope of reaching the target. It’s probably more prudent to keep chopping away at the total by getting singles and twos.
Amazon, Dropbox, Evernote and many other companies constantly use such emails. Here are a few great examples:
The “We have more” email
The idea of this email is to educate the customer of the depth and breadth of their product offering. This email is sent to users who have browsed products of the brand and have not made a purchase.
The immediate goal of this email is not to convert but to just show the customer what he/she might have missed.
The “Here is how” email
This is a great email since it is concentrating on a small win i.e. telling me how to use an important feature. The subject (“Introducing Evernote Reminders. Our most requested feature of all time.”) of the email is also great since it lures me into opening the email.
Dropbox’s nudge to go mobile
An amazing email. Just nudging you to download the app by giving some very relevant examples. Clear call to action with a little “free” thrown in.
Do you have any great examples of “small wins”? Would love to hear them. Email me at firstname.lastname@example.org
About the Author:
Raveen Sastry is the Co-Founder of Nudgespot, and has a long experience in the digital industry as the Co-Founder of a number of e-commerce businesses in India. He was previously associated with Hoopos, Babyoye, Myntra, Xora and IPTouch.
Nudgespot is a Bangalore based startup helping businesses interact with their customers via emails, sms and push notifications. Think of Nudgespot as a hot-line between your business and your customers.
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