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Tips From a Client Who Doubled His Conversion Rate
When I wrote about how Mint.com quickly builds trust with visitors, I forgot to mention that — although coworkers had recommended Mint’s financial planning service — a former FutureNow client had written in to say he was impressed by how Mint’s website appeals to the four buying modes.
Ah, yes, the four buying modes; Spontaneous, Competitive, Methodical and Humanistic.
Since I was stuck in Competitive (fast + logical) buying mode, I ended up blogging about how Mint’s site addressed my trust concerns by using trigger words — “does not store your account numbers”; “bank-level data security”; “anonymous” — that appealed to me. Meanwhile, our former client, Patrick from JigsawHealth.com (see small picture above), was looking at the big picture.
Patrick even did a screencast to show how understanding the four buying modes is essential to creating a website that converts by speaking to many types of visitors at the same time.
If you’re interested, you can read the Inc. Magazine case study on how Patrick worked with FutureNow to double his landing page conversion rate from 10% to 20% making just a few copy and design adjustments in order to speak to these different buying modes.
There’s no doubt that Patrick’s a smart guy, but this is hardly the first time one of our clients has outwitted me with our own methodology. To be perfectly honest, it happens every day. Brian Bond, our VP of Marketing and Product, the guy who markets the marketers, is a former client.
I’d like to think the reason our clients consistently get strong results is because everyone who works here is a genius, but that’s not true. Could it be that only smart clients hire us? (As much as I’d like to say that and mean it, past experience suggests otherwise.) No, it’s much simpler than that. The reason FutureNow’s clients get results is because, once you optimize your website from the visitor’s perspective, you’ll never look at websites — any website — the same way.
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May 1st, 2008
6:18 pm
> Could it be that only smart clients hire us?
hehe.
May 1st, 2008
10:14 pm
I find myself repeating the same sentiment of looking at your site from your visitor’s perspective over and over again. When a client told me today that their web design decisions were made by what different dept heads “liked or did not like”, my response was that would be great if they were the ones visiting the site and buying their product/service, but they are not. I could almost see the light bulb going off over their head, it’s a beautiful thing…
May 5th, 2008
11:32 am
User experience is sorely missing from many of the most prominent e-commerce websites in today’s market. So many retailers are relying on their name to sell product. Small businesses need to realize that that flash and catchy text isn’t going to cut it for their businesses. I greatly anticipate the “usablity” movement that is about to take place on the web. It is needed…badly.
May 5th, 2008
12:42 pm
Interesting article and links. Thank you for the information.
May 6th, 2008
1:09 am
I have been in User Experience for many years now and I have seen the practice evolve to levels that I am more satisfied with.
Instead of just one usability person, larger comapnies are now hiring teams of usability people. They are investing in usability labs and testing their products before they bring them to the public.
You’ll see an increase in usability for many large online retailers in the next year or two. The people calling the shots are beginning to see the ROI of creating better user experiences, especially in the world on online shopping. It’s exciting to see the transformation.
May 6th, 2008
6:24 pm
More power to the user. The user really should determine what is in the site. Your post is very helpful for my business, and I can’t wait to apply these principles.
August 19th, 2008
7:46 am
We implemented some of this, and indeed the result was an improved ROI. Thanks for your sharing your views, John
December 5th, 2008
9:18 am
[...] built a product list, then built an online store for $3,000 and organized it such that it satisfied four buying modalities, and finally I sourced products for shoppers. A traditional retailer would have to go about this [...]
December 5th, 2008
9:46 am
[...] list, then build an online store (for approx. $3,000) and organize it such that it satisfies the four buying modalities, and finally, I’d source products for shoppers. A traditional retailer would have to go [...]
August 14th, 2009
4:43 pm
[...] optimizing and increasing keyword density, though each section is designed to appeal to one of the four buying modalities. (Bonus points if you can tell which goes to [...]
August 21st, 2009
6:21 am
[...] landing page gives quick bullets on why we should buy Hide & Seek Safari toys from this site. Competitive shoppers can quickly scan through the five benefits. Within scanning range is their BizRate rating, below [...]