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PRESENTSWITH
YOUR
ABOUT
PAGEACQUIRECUSTOMERSPRESENTSWITHYOURABOUTPAGEAC1MAKE
IT
ABOUT
THEM,NOT
YOUIt’s
all
about
framing.Nobody
cares
about
your
business.
They
care
about
whatyour
business
can
do
for
them.
They
want
to
be
persuaded
that
youand
your
product
are
a
right
?t
for
them.You
can
talk
about
yourself,
but
showcase
whyyou
are
someone
they
should
give
their
business
to.1MAKEITABOUTTHEM,NOTYOUIt’s2
Source:/wiki/Framing_effect_(psychology)BBeforeA
B
AfterA
EVIDENCE
POSITIVE
FRAMING
AFFECTS
CONSUMER
DECISIONS!
When
psychologists
Tversky
&
Kahneman
used
positive
framing
in
1981
to
tweakOption
(A)
in
a
questionnaire,
the
percentage
of
people
who
chose
that
option
jumped
from
22%
to
72% Source:BBefore After EV3
If
they
built
their
company
with
it,
they
must
be
reallygood
at
it.
And
they
must
be
able
to
help
you
build
yours.COPYBLOGGEREXAMPLE Iftheybuilttheircompanyw4MAKE
YOUR
HEADLINEYOUR
VALUE
PROPOSITIONStart
Strong.Skip
"About",
"About
Us",
"Who
We
Are",
etc.
They
knowwhat
they
clicked
on,
so
don't
state
the
obvious.Make
your
case
instead.2MAKEYOURHEADLINEYOURVALUEP5
SUCH
SCIENCEGRAB
THEIR
ATTENTION
-
AND
QUICK!
Our
attention
span
is
slipping
fast!
12sHumans,
2000
8sHumans,
2013
9sGold?sh17%
of
webpages
are
skipped
within
4
seconds:
4s
SKIP
Source:
/attention-span-statistics/ SUCHSCIENCE 12s 8s 9s17%o6COOL
PEOPLEWe
all
want
to
do
business
with
people
who
believe
whatwe
believe.
What
do
you
believe?
State
it
proudly.HELP
SCOUTCOOLPEOPLEWeallwanttodob7People
remember
stories.Stories
grip
people
in
ways
that
facts
alone
cannot.
Study
yourself,
your
team,
your
product
and
yourexisting
customers
and
?gure
out
your
story.Then
tell
it,
tell
it
as
best
as
you
can.TELL
A
STORY3Peoplerememberstories.Storie8
Researchers
found
in
2007
thatparticipants
were
willing
to
donate
up
to
2.4x
more
when
presented
with
a
story,
as
opposed
to
statistics
Source:
/risk/library/J2007OBHDP_DAS_sympathy.pdfStatsStory
MUCH
RESEARCHSTORY
SELLS
BETTER
THAN
STATS
Donations
$2.83
$1.17 Researchersfoundin2007t9VERY
STORYTELLINGMailChimp
isn't
just
about
marketing-
it's
aboutcreating
value
in
its
hometown
of
Atlanta,
rewarding
creativityand
an
obsession
with
delighting
customers.MAILCHIMPVERYSTORYTELLINGMailChimpisn10NEXT
STOP:KAT
HAUS!Tell
us
what
to
do.So,
you've
convinced
your
visitors
thatyou're
worth
doing
business
with.What
next?Take
them
by
the
hand
and
boldly
lead
themto
the
precise
action
you
want
them
to
take.SHUTTLE
PEOPLETO
THE
NEXT
STEP4NEXTSTOP:KATHAUS!Telluswha11
StartYour
Trial
StartMy
Trial
VERY
STATSINCREASE
“MY”
CONVERSIONS
Conversions
1.9x
1x
U
nearly
doubled
conversions
after
changing
their
call
to
action
from
“Start
Your
Trial”
to
“Start
My
Trial”
Source:/10-call-to-action-case-studies-examples-from-button-tests/ Start Start VERYSTATS Un12SUCH
CALL-TO-ACTIONPowerful
Call-To-Action
+
High
Contrast=
Knockout
Conversion
Rate!LESS
FILMSSUCHCALL-TO-ACTIONPowerfulCa13AVOIDOVERSTUFFINGKeep
things
succinct.You've
put
a
lot
of
work
into
your
business,
and
there's
a
lot
of
great
things
you'd
loveyour
potential
customers
to
know
about
you.But
you
can't
hit
them
with
everything
all
at
once.
They'll
respond
to
the
informationoverload
by
leaving
the
page.TOO..MUCH...5AVOIDOVERSTUFFINGKeepthingss14SO
EXPERIMENTDON’T
OVERLOAD
VISITORS!Source:/pubmed/11515286
A
2001
study
discovered
that
humanscan
only
process
4
chunks
of
informationwith
their
short
term
memorySOEXPERIMENTDON’TOVERLOADVI15MUCH
ZESTShort.
Punchy.
Visual.TINY
BLUE
ORANGEMUCHZESTShort.Punchy.Visual16TEST,
TEST,
TEST!6You
don't
learn
if
you
don't
test.
Remember
that
every
landing
page,
website
and
business
is
different.
What
works
for
one
marketer
may
not
workfor
another.
Do
your
research,
then
test,
test
and
test
again.TEST,TEST,TEST!6Youdon'tle17
Merely
adding
the
words
“It’s
Free”
beside
a
call
to
action
increased
its
conversion
rate
by
28%!
Source:/blog/ab-test-case-study-how-two-magical-words-increased-conversion-rate-by-28/
MUCH
TESTMINOR
CHANGES
MATTER
TOO!
Conversions
1xNormal
1.3x“It’s
Free!” Merelyaddingthewords“It’s18VERY
CONVERSIONTesting
can
literally
double
your
business.GROOVE
HQVERYCONVERSIONTestingcanli19PRESENTSWITH
YOUR
ABOUT
PAGEACQUIRECUSTOMERSPRESENTSWITHYOURABOUTPAGEAC20MAKE
IT
ABOUT
THEM,NOT
YOUIt’s
all
about
framing.Nobody
cares
about
your
business.
They
care
about
whatyour
business
can
do
for
them.
They
want
to
be
persuaded
that
youand
your
product
are
a
right
?t
for
them.You
can
talk
about
yourself,
but
showcase
whyyou
are
someone
they
should
give
their
business
to.1MAKEITABOUTTHEM,NOTYOUIt’s21
Source:/wiki/Framing_effect_(psychology)BBeforeA
B
AfterA
EVIDENCE
POSITIVE
FRAMING
AFFECTS
CONSUMER
DECISIONS!
When
psychologists
Tversky
&
Kahneman
used
positive
framing
in
1981
to
tweakOption
(A)
in
a
questionnaire,
the
percentage
of
people
who
chose
that
option
jumped
from
22%
to
72% Source:BBefore After EV22
If
they
built
their
company
with
it,
they
must
be
reallygood
at
it.
And
they
must
be
able
to
help
you
build
yours.COPYBLOGGEREXAMPLE Iftheybuilttheircompanyw23MAKE
YOUR
HEADLINEYOUR
VALUE
PROPOSITIONStart
Strong.Skip
"About",
"About
Us",
"Who
We
Are",
etc.
They
knowwhat
they
clicked
on,
so
don't
state
the
obvious.Make
your
case
instead.2MAKEYOURHEADLINEYOURVALUEP24
SUCH
SCIENCEGRAB
THEIR
ATTENTION
-
AND
QUICK!
Our
attention
span
is
slipping
fast!
12sHumans,
2000
8sHumans,
2013
9sGold?sh17%
of
webpages
are
skipped
within
4
seconds:
4s
SKIP
Source:
/attention-span-statistics/ SUCHSCIENCE 12s 8s 9s17%o25COOL
PEOPLEWe
all
want
to
do
business
with
people
who
believe
whatwe
believe.
What
do
you
believe?
State
it
proudly.HELP
SCOUTCOOLPEOPLEWeallwanttodob26People
remember
stories.Stories
grip
people
in
ways
that
facts
alone
cannot.
Study
yourself,
your
team,
your
product
and
yourexisting
customers
and
?gure
out
your
story.Then
tell
it,
tell
it
as
best
as
you
can.TELL
A
STORY3Peoplerememberstories.Storie27
Researchers
found
in
2007
thatparticipants
were
willing
to
donate
up
to
2.4x
more
when
presented
with
a
story,
as
opposed
to
statistics
Source:
/risk/library/J2007OBHDP_DAS_sympathy.pdfStatsStory
MUCH
RESEARCHSTORY
SELLS
BETTER
THAN
STATS
Donations
$2.83
$1.17 Researchersfoundin2007t28VERY
STORYTELLINGMailChimp
isn't
just
about
marketing-
it's
aboutcreating
value
in
its
hometown
of
Atlanta,
rewarding
creativityand
an
obsession
with
delighting
customers.MAILCHIMPVERYSTORYTELLINGMailChimpisn29NEXT
STOP:KAT
HAUS!Tell
us
what
to
do.So,
you've
convinced
your
visitors
thatyou're
worth
doing
business
with.What
next?Take
them
by
the
hand
and
boldly
lead
themto
the
precise
action
you
want
them
to
take.SHUTTLE
PEOPLETO
THE
NEXT
STEP4NEXTSTOP:KATHAUS!Telluswha30
StartYour
Trial
StartMy
Trial
VERY
STATSINCREASE
“MY”
CONVERSIONS
Conversions
1.9x
1x
U
nearly
doubled
conversions
after
changing
their
call
to
action
from
“Start
Your
Trial”
to
“Start
My
Trial”
Source:/10-call-to-action-case-studies-examples-from-button-tests/ Start Start VERYSTATS Un31SUCH
CALL-TO-ACTIONPowerful
Call-To-Action
+
High
Contrast=
Knockout
Conversion
Rate!LESS
FILMSSUCHCALL-TO-ACTIONPowerfulCa32AVOIDOVERSTUFFINGKeep
things
succinct.You've
put
a
lot
of
work
into
your
business,
and
there's
a
lot
of
great
things
you'd
loveyour
potential
customers
to
know
about
you.But
you
can't
hit
them
with
everything
all
at
once.
They'll
respond
to
the
informationoverload
by
leaving
the
page.TOO..MUCH...5AVOIDOVERSTUFFINGKeepthingss33SO
EXPERIMENTDON’T
OVERLOAD
VISITORS!Source:/
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