While my latest articles got better at attracting a bit of traffic (a good thing since most of WiseCash sign-ups come from those articles), my MixPanel funnel metrics tell me that my conversion rates have room for improvement:
I have tons of content planned in my Trello writing board, that said I want to avoid “bleeding traffic” and work at improving my conversion rates first (as recommended by Mike Taber at MicroConf Europe 2013).
I’m sharing what I learn here as I go, which provides me a warm fuzzy feeling of usefulness AND attracts leads, both good things! This is a work in progress — I will share more later in my newsletter.
Identifying areas of improvement
I looked at the current site and sign-up process and noticed at least 3 areas that would enjoy improvements:
- Funnel could be shortened.
- Sign-up forms could be improved quite a bit.
- Home page could do a much better job.
Shortening the funnel
The current funnel is made of these steps:
- View “Home” page.
- View “Plans” page.
- View “Create Account” page (login/password).
- View “Create Subscription” page (not shown in the funnel currently).
- Create Subscription for good.
I initially planned to offer multiple plans and indicated this on the “Plans” page, but I didn’t get many requests, so I’m finally going to remove the “Plans” page to shorten the funnel.
Improving the sign-up form
The “Create Account” step (where you define your email and password) currently looks like this:
What needs some fixing here:
- More fields than needed.
- Lead does not necessarily understand that CC is required.
- No risk-reversal.
- No testimonial.
- I mention “no refund” which acts as a deterrent.
- Also: wall of text!
I spent some time addressing this, checking how successful apps I know handle this, and here is the new version, to be deployed soonish:
- No more password confirmation.
- Remove a click on the TOS checkbox (while clearly showing them).
- A power-user testimonial highlighting the value proposition.
- A highlight of the new 30-day “no question asked” refund guarantee I put in place.
- A highlight on the batteries-included trial I actually provide (concierge, email course).
- A more enticing headline (hopefully).
It can obviously still be made a lot better, but this looks like baby steps that cannot hurt conversions (and I will definitely measure the results, too).
Improving the home page
The current home page is fairly weak in terms of selling the value proposition (unless you are already a cash-flow forecasting savvy person - my ideal customer, which is not most people I’m currently able to target).
The page highlights the feature too much (cash flow management) — and not enough the associated benefits brought by WiseCash, such as the increased ability to:
- Increase your rates.
- Fire clients that are unpleasant to work with and decide who you’ll work with.
- Slow down when you need it.
- Sleep well at night (you’re in control).
So I’m working at a better, slicker, clearer home page at the moment, inspired by the emails I’ve exchanged with existing customers (thank you!).
This is also driving me to rework the application itself a bit: I’m polishing up the infographics and metrics available inside the app (time-wealth, cash-flow burn-down chart, yearly income goal), before integrating those new versions on the homepage itself, either as pictures or as interactive previews to get a feel of the app before actually trying it out for real.
More on that later thought! I’ll share more of my findings as I go in an upcoming article, as usual.
Thanks for sharing this article around!
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