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PRESENTSWITHYOURABOUTPAGEACQUIRECUSTOMERSMAKEITABOUTTHEM,NOTYOUIt’sallaboutframing.Nobodycaresaboutyourbusiness.Theycareaboutwhatyourbusinesscandoforthem.Theywanttobepersuadedthatyouandyourproductarearighttfiforthem.Youcantalkaboutyourself,butshowcasewhyyouaresomeonetheyshouldgivetheirbusinessto.1Source:http://en.wikipedia.org/wiki/Framing_effect_(psychology)BBeforeABAfterAEVIDENCEPOSITIVEFRAMINGAFFECTSCONSUMERDECISIONS!WhenpsychologistsTversky&Kahnemanusedpositiveframingin1981totweakOption(A)inaquestionnaire,thepercentageofpeoplewhochosethatoptionjumpedfrom22%to72%Iftheybuilttheircompanywithit,theymustbereallygoodatit.Andtheymustbeabletohelpyoubuildyours.COPYBLOGGEREXAMPLEMAKEYOURHEADLINEYOURVALUEPROPOSITIONStartStrong.Skip"About","AboutUs","WhoWeAre",etc.Theyknowwhattheyclickedon,sodon'tstatetheobvious.Makeyourcaseinstead.2SUCHSCIENCEGRABTHEIRATTENTION-ANDQUICK!Ourattentionspanisslippingfast!12sHumans,20008sHumans,20139sGoldshfi17%ofwebpagesareskippedwithin4seconds:4sSKIPSource:http://www.statisticbrain.com/attention-span-statistics/COOLPEOPLEWeallwanttodobusinesswithpeoplewhobelievewhatwebelieve.Whatdoyoubelieve?Stateitproudly.HELPSCOUTPeoplerememberstories.Storiesgrippeopleinwaysthatfactsalonecannot.Studyyourself,yourteam,yourproductandyourexistingcustomersandgurefioutyourstory.Thentellit,tellitasbestasyoucan.TELLASTORY3Researchersfoundin2007thatparticipantswerewillingtodonateupto2.4xmorewhenpresentedwithastory,asopposedtostatisticsSource:http://opim.wharton.upenn.edu/risk/library/J2007OBHDP_DAS_sympathy.pdfStatsStoryMUCHRESEARCHSTORYSELLSBETTERTHANSTATSDonations$2.83$1.17VERYSTORYTELLINGMailChimpisn'tjustaboutemailmarketing-it'saboutcreatingvalueinitshometownofAtlanta,rewardingcreativityandanobsessionwithdelightingcustomers.MAILCHIMPNEXTSTOP:KATHAUS!Telluswhattodo.So,you'veconvincedyourvisitorsthatyou'reworthdoingbusinesswith.Whatnext?Takethembythehandandboldlyleadthemtothepreciseactionyouwantthemtotake.SHUTTLEPEOPLETOTHENEXTSTEP4StartYourTrialStartMyTrialVERYSTATSINCREASE“MY”CONVERSIONSConversions1.9x1xUnbounce.comnearlydoubledconversionsafterchangingtheircalltoactionfrom“StartYourTrial”to“StartMyTrial”Source:http://contentverve.com/10-call-to-action-case-studies-examples-from-button-tests/SUCHCALL-TO-ACTIONPowerfulCall-To-Action+HighContrast=KnockoutConversionRate!LESSFILMSAVOIDOVERSTUFFINGKeepthingssuccinct.You'veputalotofworkintoyourbusiness,andthere'salotofgreatthingsyou'dloveyourpotentialcustomerstoknowaboutyou.Butyoucan'thitthemwitheverythingallatonce.They'llrespondtotheinformationoverloadbyleavingthepage.TOO..MUCH...5SOEXPERIMENTDON’TOVERLOADVISITORS!Source:http://www.ncbi.nlm.nih.gov/pubmed/11515286A2001studydiscoveredthathumanscanonlyprocess4chunksofinformationwiththeirshorttermmemoryMUCHZESTShort.Punchy.Visual.TINYBLUEORANGETEST,TEST,TEST!6Youdon'tlearnifyoudon'ttest.Rememberthateverylandingpage,websiteandbusinessisdifferent.Whatworksforonemarketermaynotworkforanother.Doyourresearch,thentest,testandtestagain.Merelyaddingthewords“It’sFree”besideacalltoactionincreaseditsconversionrateby28%!Source:https://vwo.com/blog/ab-test-case-study-how-two-magical-words-increased-conversion-rate-by-28/MUCHTESTMINORCHANGESMATTERTOO!Conversions1xNormal1.3x“It’sFree!”VERYCONVERSIONTestingcanliterallydoubleyourbusiness.GROOVEHQ