Go with the Flow
In Keystone or Tombstone, we talked about how the entire site is often working in concert to deliver a single, most important result.
That result is usually triggered by a CTA and followed by a conversion flow that brings the visitor from intent to destination.
At Fictive Kin, we visualize the conversion flow as a fast-moving river. Once the visitor hits that big, beautiful button and enters that flow, we want them to zip effortlessly downstream and complete the desired action as quickly as possible.
After all, that is the whole purpose of the site. Any unnecessary friction will reduce conversion.
The most important tips for keeping conversion high are:
Minimize the number of steps from CTA to closure. Be savage!
Don’t get greedy. Ask for only the information that is necessary.
Remove all other navigational elements. We don’t want our customers getting distracted along the way.
Use Google’s Pagespeed Insights to make sure these pages are blazingly fast. Speed can have a huge impact on conversion. For example, according to Google, a one-second site speed improvement can increase mobile conversions by up to 27%.
Make sure to regularly review these key flows on Desktop and Mobile. It is very common for one or the other (usually mobile) to be overlooked.
Just remember, when a visitor has hit your CTA, they have told you that they are ready to be converted.
Do not snatch defeat from the jaws of victory.
Example: Palantir
For Palantir, the only metric that mattered was the number of high-quality leads. To help achieve these goals:
We made sure that the primary CTA was always visible.
Rather than take the visitor to another page, we simply slide out the Demo Request form. It’s just one step to completion.
The result was a 1,000% increase in high-quality leads using the new site. Not too shabby.