Each marketer must prioritize their focus and pages with specific goals for conversion and lead nurturing. Getting your visitors to sign up for an email list, read a white paper, and buy a product are some of the highest value actions a user can take. In this session we'll focus on how you’ve got to give the user something, a great experience, if you expect to get something, a customer.

1. Design for Conversion, Nurture for Customers
Michael Facchinello
Clique Studios
Kaleigh Simmons
Rippleshot
Brent Williams

2. What drives revenue for internet based businesses?
Traffic
The amount of
people to the site
Conversion Rate
Percentage of
visitors
Revenuex =

3. http://www.goodui.org/#2
Incentivize

4. Build trust, Boost Confidence, Set Expectations

5. Loss Aversion / Social Proof
“295 people like this, it must be good”
“Uh Oh, if I don’t book soon I wont
get this flight”

6. Remove Distractions in the Checkout flow
Navigation elements
are removed to prevent abandonment

7. Reduce Friction
http://www.awwwards.com/designing-longer-web-forms-and-why-they-can-work-too.html

8. Removing one field, “Company Name,”
resulted in $12m more in revenue per year
Pop Quiz

9. What’s the next step you want someone to take?
How do you get them there?

10. Nurturing

11. Nurturing

12. B2B
Optimize for high quality web
conversions with the plenty of
information to nurture the sale
Different business types need different conversion focuses
B2C
Answer questions, build trust,
and boost confidence to
convert these users to leads
or customers
Ecommerce
Remove friction at every turn
to enable spontaneous
purchases

13. AwarenessAwareness
Consideration
Intent
Purchase
Loyalty
Advocacy
Awareness
A newsletter focused on fraud/data breach
trends and news.
Consideration
A couple blog posts around customer
convenience and card re-issuance that we
send over via email.
Intent
A series of use cases from banks and credit
unions their size that have used our product -
hoping to get them to download and read
them, and then request a demo (which we then
send to sales & AM, who handles the rest of the
funnel).
Nurturing - Rippleshot Example

14. Rippleshot Before

15. Rippleshot Conversion funnel

16. Rippleshot Conversion funnel

17. Rippleshot Conversion funnel

18. Rippleshot Conversion funnel

19. Went from 0 leads to over 500 in a year.
Only 25% of leads turn out to be MQLs. Our conversion
funnel nurtures leads who are really interested and weeds
out those without true purchase intent, only delivering the
highest quality to sales (saving time and effort for a small,
resource-strapped sales team)
Have a weekly industry newsletter subscribed to by folks
from MasterCard, Visa, Citi, Wells Fargo, Chase, HSBC,
Barclays, etc. Huge credibility bump for us.
Nurturing - Rippleshot Example

20. B2C Example: Retrofit
Social Proof Incentivize Build Trust

21. Build Trust
Ecommerce Example: Kneen & Company
Remove Friction Reduce Friction

22. I know what you came here to do….
get your practice on
1) Review and comment on the invision link using concepts
we learned for what is done well and what is done poorly
Invision Link: https://invis.io/G43NGTKXH
2) Review and compare with some of the suggestions others
had
3) What did we actually do?
Link: http://artpostgallery.com/