There are a few truths that we need to start recognizing when designing, framing, and writing our websites. With case studies, statistics and real-world examples that prove each point (and a quote to drive it home), this presentation gives you The 7 Principles of Website Optimization you need to be focusing on. - By the Wishpond content team

1. The 7 Principles of
Website Optimization
Brought to you by the Wishpond Content Team

2. PRINCIPLE #1
Make it Easy on your Visitor

3. “If there are several ways [to achieve] the same
goal, people will eventually gravitate to the least
demanding course of action…
Laziness is built deep into our nature.”
- Daniel Kahneman

4. EXAMPLE #1
Having the email form field preselected on Wishpond’s homepage doubled
conversions.
Seriously. Doubled.

5. PRINCIPLE #2
Avert Loss

6. “The disadvantages of a change
loom larger than its advantages.”
- Daniel Kahneman
For years now, studies have proven that people prefer avoiding a loss around
twice as much as they do attaining a gain.

7. EXAMPLE #2
RESULT: Increased their click-through-rate by
CONTROL
TREATMENT
68%

8. PRINCIPLE #3
Design for Conversion

9. “[Your] website should be a complete sales
presentation, from pitch to close, not a browsing
experience.”
- Jacob McMillen, Crazyegg

10. EXAMPLE #3
DIRECTION MATTERS
Directional cues have been proven
to increase conversion rates by
68.3%.
SIZE MATTERS
Increasing the length of your
landing page may improve
conversion rates by 62%. Then
again, decreasing the length of
your landing page may improve
conversion rates by 11%. Test it!
SIMPLICITY MATTERS
Reducing the number of form
fields on your landing page can
improve conversions by 75%.
FOCUS MATTERS
Reducing the number of links on
your landing page can improve
conversions by 42.3%.

11. CONTACT US!
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Average impact of form fields on
landing page conversion
3
FIELDS
3-5
FIELDS
6+
FIELDS
25%
20%
15%
10%
5%
0%
source: http://www.quicksprout.com

12. PRINCIPLE #4
Be Different, Be Better

13. “It is your job to make your
unique selling proposition
obvious, different and
memorable enough that
[visitors] can see exactly
what your business has to
offer that the other guys
do not.”
- Greg Ciotti, Convince&Convert

14. CONTROL
EXAMPLE #4
An air conditioning company in Las Vegas
focused (as did all their competitors) on
delivering “fast service”.
“Because we have 58 repairmen on call 24 hours
a day to man our 27 service trucks, we can
guarantee that your home or business will be
cool within 2 hours of your call – or there’s no
charge for the repair.”
TREATMENT
RESULT: Increased their bottom line (with no additional
advertising costs) by over
400%

15. PRINCIPLE #5
Create Urgency

16. “Never pressure people
to push them into
purchasing. Instead, use
pressure to prevent them
from procrastinating.
There is a fundamental difference between the two.”
- Michael Fortin, via CopyBlogger

17. EXAMPLE #5
CONTROL
TREATMENT
RESULT: Conversion rate increased from ~3.5% to ~10%

18. PRINCIPLE #6
Yield the Floor

19. “The value of engaging with your
business is never clearer than when a
previous customer is willing to stand
ahead of you and say “Seriously,
this business behind me had
a huge influence on my own
success.”
- James Scherer, Customer Reviews

20. EXAMPLE #6
no testimonials
RESULT: Conversion rate increased
CONTROL
TREATMENT
testimonials
34%

21. PRINCIPLE #7
Get Personal

22. The point of your landing page is not to sell your product, but to sell
your visitor on your product.
Here is the difference between the two:
Selling your product is
about…
● The amazing things it
can do
● Its features and
specifications
● The capabilities that
none of its competitors
have
● Its availability today for
the low, low price of
$29.99.
Selling your visitor on your
product is about…
● The amazing changes it can
bring in their life
● Its benefits and personal
impacts
● How much more time they
will have to do the things they
love
● How the capabilities it has that
none of its competitors’ do
make it better to use.

23. EXAMPLE #7
“Try Schedulicity Free” CONTROL
TREATMENT
RESULT: Conversion rate increased 24%

24. Thank you for viewing!
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