The End of Web Design: Don’t design for the web, design for the mind

Testing alright welcome again to another YouTube live session today’s topics unusual it’s the end of web design ie don’t design for the web design for the mind this will be different than anything we’ve taught in the past you’ll see some overlap and you’ll also see a lot of new content we’ve been rethinking the role of the website and how to approach it in the future and we’re going to get right into the session with a way for you to limber up your optimization capabilities take a look at this page and tell yourself delegate to yourself a task here what would you do what’s the most important changes you would make to drive up the response rate for this page and I’m watching you use the chat feature and and start putting in your suggestions as you’re doing that I’m gonna tell you a bit of the story behind the page I was sitting in my office when I received a phone call from the CEO of a company and he was deeply concerned the page you’re looking at was the launch of a new site he hired a conversion expert from California who is written books on the subject etc working with the conversion expert he redesigned the site and he launched it problem was revenue dropped 46% this is a small business and I’m using it on purpose today we’ll look at some big brands later but revenue dropped 46% and he needed to quickly somehow get his conversion right back so you’re looking at the new page which cost the 46% drop and I’ll suggest to you also that we went in and rolled back to the original design and then we created a treatment but I’m looking I’m looking at the comments first somebody said get it out of the 90s where is the opt-in it looks like core health Gary said that what to learn then by where to look says an good point in anybody else sees something that you would do to improve this page while you’re thinking about that I’m going to share with you sort of the full view of it up and down you get a sense of it and then I’m going to shift over to a treatment Michael said it needs a better flow David said it looks like a spammy site way too many distractions alright so it’s interesting to hear your feedback here is the new page before I show that this is the actual whole cart checkout there’s the page and the checkout steps alright now here’s the page we designed notice the change of the headline steel steel repairs blown head gaskets in just one hour now I’ll share with you the results of this but can you see some of your just suggestions have already been taken and I’ll scroll this page up and down so you can see it so what happened and how does that connect what we’re doing today well I can tell you this the new page not only got them from the you know above the zero because they had dropped 46 percent but it added 54 percent to the revenue fifty-four percent and this is across the entire business and I want to point out for you that because this is sort of a one type of product limited SKU ecommerce offering this was 54 percent more money directly added to their bottom line and if you can imagine you didn’t have to spend more on marketing so CPA goes down revenue goes up and ultimately so does margin because your cost to sell is lower now the point of this story is not to point out to you that we have clever scientists here the point is that there is a whole new way to think about your web design and the goal of this session will not simply be to drill down a little changes to your conversion rate we will give you resources for that but I want to take you on a journey with me today and it’s a very different kind of a journey as we rethink what the role of the website is and sort of shift our paradigm there’s four key principles we need to understand and as we understand those principles we’ll be able to apply them and use them when we think about redesigning our site or even if we’re designing a few pages now if you’re with a large brand we’ve done this with a 250 million dollar build and across a revenue stream that was over a hundred billion dollars so this works for a large site if you’re an entrepreneur with a small business the example I shared with you at the top of this session will show you how this can apply also to you as a small business now I want to take you the first point don’t think web think mind it’s gonna require a lot of work from you and I together at a high pace to get through the density of what we have in front of us so I’m gonna drop right into the first sub point which is this it is not a website everything about that metaphor creates a danger for us it creates a danger because we think of it as a place and it’s not a place it’s a process flowing and fluid we think of it as a site but it’s not a site it’s zeros and ones it’s illusions triggering cues in the mind it’s really just pixels on a screen thank you Paul it’s really just pixels on a screen so ask yourself a question if it’s not a website then what does it exist for and how do I utilize it in a way that’s closer to the reality of my of my funnel and my expectations well the next thing you need to understand is that it is you start with who before you start with how how many times I’ve looked at a website project getting ready to to go into play and they have not adequately began with the most important point that you design the entire experience around and that is the who so the first point the first critical piece is that it’s not a website it’s a fluid conversation and it should feel like a dialogue secondly you need to think of it beginning with the who long before you get to the how the how is how do I Drive more conversion rates how do I get more revenue next determine the what then power it with a why what am I trying to say here I’m going to show you with a real example and the treatment in just a moment but focus on this the what has no power until you give it a why the why tells me why I should do what you’re saying but if I don’t understand the what the why doesn’t matter and many of these websites are not clear on the what and so there’s no point in even getting to why so start with who not have determine the what then power it with a why and finally trace the what back to its constituent yes sequence now just take a moment how many of you on here have done a web redesign in the last 12 months or you’re getting ready to do one in the next 12 months just raise your hand using the chat feature I want to get a sense of you as you’re thinking about that and if you’re on you’re saying well I’m not redoing my website if you’re getting ready to even redo a path or if you keep pages then the point of this will still connect closely to what you need to accomplish and I see an Ashley says they’re getting ready are they’ve done something Ellen says yes just keep keep giving me the feedback so I can sort of steer this conversation what produces the most value for you so having said those four keys the fourth one is a little confusing so it says trace the what back to its constituent yes sequence whatever you want me to do ultimately requires a macro yes it’s the yes to becoming a customer but there’s a whole series of micro yeses prior to that so look at steal seal and we’re looking at the control and we’re looking at the treatment and you’ll notice how the treatment let’s drill down on it for a moment it helps me understand very clearly the answer to three questions am I in the right place now you may think that’s obvious but it isn’t obvious you can’t even tell by the name you’re in the right place the reality is I’m here because I have a problem I want to solve a blown head gasket and so the first thing we do is we shift from this sort of tentative dialogue simple fix for blown head gasket that’s not even a complete sentence it doesn’t have a complete thought it’s like a big title and it doesn’t communicate with enough modifiers to give it power still still repairs blown head gaskets in just one hour can you see the difference so at this page understand the very first and most important thing you’ve got to do for every website is determine what is your objective so frequently so frequently we have competing objectives and our homepage becomes a real estate turf war and everybody’s trying to get a piece and everybody has an objective and so we have this convoluted messy series of conversations all starting at the same time and the customer has to navigate through this confusing morass now I share that with you to say that every time I sit down with a company and ask him what is the objective it feels like almost every time I get an ambiguous answer or I get a disagreement or I get an argument figure out who figure out the what but what it is though the behavior you want them to take figure out why they should take it then make certain that on this site and everything about it supports that thesis now for those of you who are new I’m gonna just share this with you for a brief moment but I’m going to move on and again many of you who have been exposed to our content for many years a lot of new things will unfold as I continue to teach but for the rest I want to catch up with this do not think of it as a site think of it as a thought sequence and understand that this funnel illustration from my book helps to sort of explain what’s really going on first of all to understand your task you need to do something a little bit profound with the funnel itself people don’t buy from websites people buy from people and the funnel the way it’s often presented to us in school it sounds like people are falling into it and traveling down the middle people are not to even think about your task as a marketer you’ve got to invert the funnel because people are falling out of the funnel and they don’t travel up the middle they climb up the side these are paths one micro yes at a time so when you’re designing a website what you’re really doing is designing a sequence of thought with key decision junctures tiny junctures for instance a headline the headline has two goals to capture attention and convert it to interest that requires two micro yeses just to get through a headline and so you don’t start by talking to your creative doing a briefing getting with your agency doing a design it’s not a sight it’s not the web you are creating a series of cues to steer a fluid conversation towards an inevitable conclusion and you do that by controlling and optimizing for every teeny every small micro yes in the process is that making sense to you so far all right now as you’re thinking about that I’ve got to move to the next piece I hear about these launches all the time don’t launch a web site you say what do you mean well you should have a calibration period and you should control expectations with your bosses when you launch that site that you are going to iterate into the highest-performing conversion vehicle within the first 45 days of your launch and I’m gonna explain to you how you do that what you don’t want is that illustration that I just gave you of this man who launched a site and conversion drop 46% unless you think that doesn’t happen with big companies I was lecturing in San Francisco got an emergency call from a fortune 10 company that’s huge organization they launched a new site and conversion had dropped 74 percent and it was a full crisis I had to leave the conference to have somebody else speak I got on a plane and flew up there set up a war room and went to work on correcting the problem so this is a problem that we don’t have to experience we don’t have to take this risk I’ll tell you something else when you’re getting ready to get the launch correct don’t depend on focus groups focus groups make it easy for people to do what often turns out to be pseudo research listen to me nobody flies a 747 because they get a focus group together and says what do you know do you think this will fly would you get in it how much would you pay to sit in this plane and ask a group of people in a focus group what they think about the plane that’s not how we launched 747s and it’s not how we should launch websites so keep keep going with me as I talk about this calibration trade this is one of the key ways to totally reduce your risk so the first thing that you must do and just follow this piece is don’t launch in hope but pretest the critical paths now what is your critical path well if you’re a lead gen site it may be your downloads or your contact us forms with a key offer page or key landing page or key product description page you need to know what that path is and pre test it prior to the launch with optimized messaging and and thus reducing the risk that when you launch conversion will go down if you’re an e-commerce site it’s typically the category page homepage category page in the product page and then the cart understanding that path and pre testing key elements is a critical way to getting your design into a huge win right at launch something else you need to consider and by the way it’s subscription path you know if that is the same thing those are critical paths and they must be pre tested but it’s not enough it’s not enough sometimes you don’t have sufficient traffic or sometimes you don’t have time to test everything when we go to a company and ask them to design a website they think they’re creating a thing a piece of creative and the job of the website it through the mind of the designer so often it’s to impress somebody but a website’s job is not to impress people it’s to create an impression completely different you’re not trying to impress them with your artistic abilities or your aesthetic skills you’re trying to create impression in their mind that will help you to to foster a conclusion that will lead to a decision that will lead to the behavior that you’re trying to target so don’t bet on one hypothesis critical pages you should have two or three versions of those pages not every page in the site but a key subscription form for instance you might have three different approaches and the day you go into the calibration period you quickly iterate into which one of those three produces the most upside does that make sense for all right so let me take you to a third piece don’t let dominant opinions drive design give customers the power to refine your launch every time we do this we get in a room and somebody who’s either the most paid person or the most vociferous but they pushed their way through and we end up with a page that’s a social dynamic driving it as opposed to a scientific dynamic or worse we all want to play nice and so we work together and compromise down to something we can all agree on which means the page gets watered down diluted and again under produces web pages represent an opinion and you take the opinion and turn it into a hypothesis you can scientifically refine it and drive a strategic result that’ll make a huge difference so I’m gonna continue I’m I’ve got a bit of a cold and so forgive me if I pause just a moment now and then but I’m gonna keep rolling through the critical content so that I can help you so let’s back up for a second we’ve said don’t think web think mind and we’ve said don’t think launch think calibrate and we’ve suggested to you that when you before the official launch you go live and I don’t mean just a soft launch because that’s about usability I’m talking about 45 days of traffic pouring through your site correcting the site with the alternate versions of the pages that you have plus new critical paths pre-tested when you do all that it’ll drive the result let me keep going here’s an example from two sites you could take a look at this and what we had to do was pretest the messaging of the value proposition don’t think rebrand think value proposition is far more important than just a brand sometimes rebranding is a it’s an exercise in futility painting a house with bad plumbing is just a painted house with bad plumbing you still have the same issues and what you really need to get right for a new launch is the value proposition it is the compass of your new design if you look at these two side-by-side you’re going to see it’s 321 percent by the way I keep looking to the left if you’re wondering why because that’s where I have all of my all the chat features and I’m reading your check comments and addressing them interesting question so I keep turning to the left-hand side in my my camera team and my my technical guys are all getting on me for it alright but look at the difference in the increase in revenue by thinking this through in pre testing prior to the launch three hundred and twenty one percent here’s another example this is Aetna and look at the difference again here’s two versions of it they’re by the way they’re moving they’re moving the whole giant monitor this is a big studio I’m in and I’m surrounded by monitors it’s quite intimidating cliff just came in and moved that he’s been he’s my friend he’s been with me for we’ve been working together for almost 40 years now and I’m just glad he’s he can take his people back in here and move something around all right look at the Aetna example again we pre tested this and the increase and this was in leads flowing into the call center is 638 percent so let’s keep learning you may be thinking I I’m looking for something tangible I can do right now I want to shift your thinking about how to do a design but in the end I’m gonna give you some very concrete practical things and also we’re gonna send you resources where you can see some quick moves that will help you let’s go to let’s go to the third point do not think technology think humanity now we are really missing it here the point of technology is not to be more productive we use technology so we can become more productive we can accomplish less we can mail more people but as we do that we fail to use technology to harness a more organic natural real relationship the point of technology as you’re thinking through your tech stack when you’re designing a website is is not all the savings and all the things you can do it’s about enabling more personal more specific communication let me continue if you don’t give your website a voice your prospect will and it probably won’t be the right one I see website I’m going to show you some examples in just a moment after website that has no conversation they establish no dialogue they do not talk to you they talk at you and that fails to accomplish the primary objective of that site here’s another point think vertical not horizontal this is a flowing dialogue not a barrage of competing claims and when you lay your pages out horizontally you you lay them out in a way that it’s difficult for people to follow an understanding these to flow like the mind vertically let’s look at an example alright take a look at this page somebody tell me what’s wrong with it it’s up right now on your screen we’re doing good for time Tia it’s good to have you on this call there you go how would you make this page more human is the question but what’s wrong with it based on what we’ve said if you were redesigning this site what do you see that’s wrong de fogo says means nothing it needs to flow like the mind in a vertical flow that’s correct it tells me nothing says Michael it’s not immediately clear what they’re providing that’s correct Emily another person I don’t know what this is about and no info and where am i somebody said exactly I don’t even know what the picture is somebody said now look folks the web is full of this let’s just talk about this page for a quick moment first of all it has a title adaptability then it has a slogan it’s the new look of partnership now ask yourself a question is there any meaning being made here no what is the goal of this headline it is to get me into the dialogue below it has to do two things to get me into the dialogue it has to capture my attention and adaptability does not convert it to interest and it’s the new look of a partnership does not and then underneath it is a meaningless button learn more learn more about what I don’t know what the subject is so the problem with this page is not only does the headline fail to engage me in the dialogue but guess what there is no dialogue there’s just boxes and words there’s no conversation and you’re leaving me to make meaning myself and that is dangerous so this is an example of page that doesn’t understand its task the people who designed this were thinking website they were not thinking sequence of thought they were thinking Paige they were not thinking mental cues they were thinking data not thinking behavioral traces data is nothing more than behavioral traces and you use those traces to see patterns and predict outcomes in the future so let’s look at another example somebody take at this page now this is critical these the point of all this is we’ve got to use the technology of the web to create more personal relationships not less personal relationships and sites like this just are there in your face talking at you but never talking to you and that’s a huge danger and candidly and a third of my audience or agencies so agencies I’m on your side but many agencies don’t get this you do not create a website to impress people you create a website to drive an impression a foster conclusion that leads to the right decision that leads to the desired behavior and the spear point of all marketing is conversion and if you have a spear with no point you have dysfunctionality and in a site like this for instance the point isn’t clear let’s go to an course talk to me about it what would you do to make it better no value prop somebody said no dialogue somebody said my clients all seem to want this design they think it’s alluring Leah that’s a great point there’s two types of needs the ones we know we have in the ones we don’t know we have one of the keys sometimes to helping clients is you’ve got to address their need but you need to show them in the way you address it that what they really need is is is perhaps different than they first understand that’s really true in a service business because because they’re turning to you for expertise and often it means they don’t have that expertise and so it becomes quite tricky somebody says I’m not sure what they do what’s in it for me Emily says how will this flexible metal hose improve my life all right so here’s another example what do you thing about that headline flexible metal hose there’s an issue there obviously we don’t know what this is why it’s important and and I go straight from there to shop now so I don’t think there’s a lot of time to spin on this page it’s doing it all wrong and understanding that can help us think about what we’re going to do to create a dialogue does your headline have a header and a sub header does it talk to me does it use complete thoughts or sentences does it drag me into a sensible dialogue below having traveled through four inches of your website do I know if I’m in the right place do I know what I can do here and do I know why I should do it let’s keep going so here’s one more point don’t think cost feint gain here’s the most fun part I have been in situation after situation where I sat down across from somebody and I said well you need to fix your value problem but we can do a quick win find low-hanging fruit drive serious revenue and reinvest that back in solving the value prop piece I had that conversation years ago with the Boston Globe they had launched and Boston Globe calm people didn’t know the difference one was cost money and the other did not their value proposition was wrong and they were losing a lot of money and fast what we did was a quick win intensive where we focused heavily on where the low-hanging fruit was for them and then made them a few million dollars that year and if you look these are three slides from their deck not ours where they were lecturing on what happened and you can see if you look first of all at the curve on the bottom right you’ll see how it went down and then it began to rise that rise up began the moment we turned on the new paths we then took the money we made that year which was an extra few million dollars even on a declining revenue stream and and they tell you all that there’s a video you can watch it and we reinvested it in understanding of the new value proposition should be they’ve been very successful since then they’ve raised prices 74 percent so getting that piece right is critical now is Steve on the phone Steve Diebold are you on here you’re here last week and I don’t know if you’re here or not but this was one of our students who’s engaged with lots of our activity and he had this site and this was his control and and we worked with Steve try and help him figure out where the low-hanging fruit is but you take a look at this page audience what would you do right now to improve this small this is you know a website where every dollar matters to its principal what’s the first thing you would do tell me oh yeah Paul Cheney’s saying tell people to like the video please like the video all right apparently we’re studying right now the impacts of those lights on YouTube in particular and so it’ll be helpful somebody said add a headline to this video somebody said it differentiate the bullets and cut them down what else would you do give me one more major change that you would make to improve this site all right lose all the clutter reduce the clutter all right so let’s take a look at the new page here’s the new page now this is really the product of a quick win where we settled with them on a process that we deployed to help figure out where are the critical changes if you make these changes this is the fastest route to cash and then we built it out and let’s take a look at the – here’s the difference it’s 18 percent and frankly I know the number is higher because dave has contacted me afterwards or a Steve has and shared with me you know what’s happened here but this is a quote from Steve there’s an article on marketing chirp about it you can read about it but the point again is this you want to take that site and think of it in a new way if you’re going to achieve a new level of results let’s keep going alright so don’t think cost think gain and and let me explain the first thing it’s not about the expense to build a site it’s about the cash conversion cycle how many o to cash conversion cycle it’s tell me if you don’t some of you probably you know it’s it’s entrepreneurial words it’s startup capital words its accounting words but the cash conversion cycle is critical when you’re thinking about the project you may want to do with your site because if you leverage a quick win you could probably pay for the entire site design and that tricks going to be in the cash conversion cycle and here’s a slide that explains what it is but the cash conversion cycle sin Chile is about how long it takes for you make the money in your cell cycle you know you invest say in the marketing and you get a lead and then you close them or if it’s e-commerce it’s faster but what is your closing cycle and how long for you to generate that additional revenue from your inputs knowing that’s just enough to explain my point once you know that you’ll know when you’re gonna make all your money back and it’s just a question of waiting until then and you’ve made all that money or made all the extra money that you want to reinvest and and we sometimes use a spreadsheet tool do you have a copy of that Paul I’ve got an engineer beside me we’re going to pull up a spreadsheet that we use and and we can get you copies of this tool but this tool it typically takes all of your metrics and feeds them into a model that allows you to project what you can make with conversion increases of X or Y percent so if we increase the average order value or the average lifetime value or the current conversion rate this is the monthly incremental revenue and the annual incremental revenue so let’s just take this model give it a 30% conversion increase let’s let’s put an 18% like like a Steve got in the last illustration so an 18% increase in this example would produce 691 thousand dollars six hundred ninety one thousand or two hundred hours a year correct that’s an 18 percent increase and that’s a neck ditional fifty-seven thousand dollars a month now let me ask you a question why would you just design a website when you couldn’t go in here if you’re going to design a site and it’s not converting higher you shouldn’t do the site anyway and if it’s gonna convert higher and you figure that on advance you can pay for the entire site quickly simply by optimizing key paths now this isn’t Papa Steve’s numbers by the way this is just a model that we use but my point for you is if you think about your site if you take a tool like this and you ask yourself you can play with that conversion rate if you put it at 30 percent Paul so now we’re gonna give it a 30 percent conversion rate and then take a look at average order value change that to whoops 30 percent well there we go and then change the average order value 150 because of a better value position change the average order just the average order value up there good boom and let’s see what that does alright so there’s a hundred and forty four thousand dollars a month and found money marketers you should be working backwards from the ultimate yes which produces a customer to the micro yeses in the sequence of thought and all the way back into the channel with a model that shows how an increase here or here or here will drive you know the financial rewards for you and then you can dial in the revenue pay for the entire site pay for the text stack it is not hard to do you just need to find a quick win Paul took me back to the deck can I get some feedback I only have 18 minutes left am I going down the right track with you since I can’t see you and I’m teaching something a little bit different just I’m watching your feedback coming in on the chat and I’ll adjust properly and try to optimize myself when I teach speaking I tell people that you don’t optimize your presentation you let your audience optimize you so you guys optimize me okay thanks alright so let’s go to the third point it’s not about the total it’s about the ratio that’s that conversion centric chart we just saw and don’t think in a single horizon thinking two horizons get a quick win for the near-term gain but create competitive advantage for the long-term you don’t want to do a quick win at the expense of the long-term so if you know the long-term strategy to gain serious competitive advantage sustainable competitive advantage then you can use the near-term 90 days for instance to produce all the money you need to completely redo your digital infrastructure so that’s a key thinking to horizons now let’s take this and I’m gonna show you three ways to think right now I have not topped this content to my knowledge online below and each one of these could be their own session but I’m going to start with what’s called the arc principle if you haven’t heard that before you might want to take some notes but understand how these three principles could help you right now find some of that money that’s hiding in your website that will pay for its complete redesign and I have a marker right here so the first thing I have is arc ARC stands for a piece of simple philosophy it’s almost physics there’s only three things you can do to improve a sight so if you’re looking at a page in a moment I’m gonna take you to a page and we’re gonna ask this AR C we’re going to apply this to the page all you can do is add so I’ll just I’ll just write that going down you can remove or what’s the third one somebody you can change you can add remove or change and that is all you do to drive the performance up for a site and the typical way that I do this in in like a quick win is I create the fulcrum think of this fulcrum that I’m drawing on the side here is the perceived cost and perceived as the key word and the perceived value now any time perceived cost that fokin weighs like this any time it’s weighted down with higher perceived cost and perceived value you’ve got a conversion problem and when I’m trying to fix a page and right away discovered do I add do I remove or do I change I start with the negative the negative psychological elements so friction and anxiety are on this side of the fulcrum okay friction and anxiety over here is the value proposition and incentive now what does that mean if you get enough weight on the value side of the fulcrum you know tip back down and conversion will speed up again but if you have too much weight in friction or anxiety it will wait the perceived cost down and conversion will suffer what you’re trying to do marketer is is reduced friction and anxiety using add remove or change the arc that’s the first place to find the hidden money on your page it’s harder to get your value proposition right it’s critical it’s essential it’s vital but the easiest thing is to take those negative components and reduce their force and you do that using the add/remove change principle and applying it to the negative factors of the conversion sequence if you’re following me so far I’m gonna take you to the second key principle so let’s let’s go back and the second principle is optimize negative elements first we discussed it so I’ll keep going but use the art principle then optimize the negative elements and here they are I just discussed them but for those of you familiar with a convergent sequence its friction and anxiety find that on your page we’re gonna do that together in just a moment and then here comes a third principle prioritized with m4l now these are common words in our lab we use em for L all the time you might wonder what is that well it’s a critical principle that helps you figure out what to test first second and third in for L stands for the most for the least and the goal of any testing program frankly this is what makes a business work is you’re trying to achieve the most with the least so let’s apply that to testing what test has the potential to get me a serious gain but doesn’t require a lot of dev or a lot of specialized design that’s how you start to think now start prioritizing your head let’s go back up here for a second and so we we have a page in front of us I’m gonna draw a page and and let’s suppose this is our this is a page that we’re optimizing and it’s got content on it the first thing we’re going to try to do is apply the art principle we’re gonna zero in on the negative elements so I’m going to use a negative sign for that and we’re gonna find em for L those three will help you find where there is money hiding in your current process that you could recover and pay for the whole website with does that make sense if you’re following this with me I’m going to take I’m gonna take you to the an example and we’ll work on it together and we’re gonna spend every moment up to up to 150 trying to help you capture this use this trying to make it practical for you okay so let’s go with let’s go with these examples actually where are they Paul I thought I had a couple of cases that he’s lined up on the end here do you see him alright alright so I’m gonna go back I’m gonna go back to one of the pages that we had before here we go right here alright let’s look at the adaptability that you see in front of me yeah feel free to chat up a site for us to look at together but I’m gonna apply it on this page for just a second clearly there’s no value but what would you do first here how would you apply art somebody tell me you would add remover change what would you add would you add would you remove or what would you change to reduce friction or anxiety somebody tell me I’m looking at your numbers are coming in and as you’re writing I’m going to give you one example at the bottom you have three types of investors three equally weighted buttons and one way that you might want to reduce friction is friction is to remove the buttons or the equal emphasis of the button so it’s change or remove all right somebody said change the headline yes you say well is the headline creating friction it is because it’s not doing its job to relieve the tension that is in me when I arrived at the site and that tension is relieved as I gain story click or as I gain understanding remove learn more and change the headline and add the value proposition so now we’re now we’re adding not just the negative elements but positive elements and you’re headed in the right direction all right somebody tell me so that’s a drooler change and then what you would want to do is test those things which I label you to get the most potential impact for the least amount all right and and Phillip me says invite the audience to segment himself through a quiz or better yet separate them in the channel and send them to specialized sites if possible and even if you want to appeal to all three is there one here that is predominately you’re trying to reach you may want to make that button stronger you got to understand the way traffic is behaving when they get to this site now so there’s no humanity there’s no conversation so you need to have a you need to speak to the person that will reduce psychological resistance and it can reduce anxiety also all right you’re thinking well now let’s just go to this page somebody tell me let’s apply these three principles Ark what would you add remover changed to reduce friction or anxiety somebody tell me I see windy they have three audiences yes when do they do but what percentage you know are they equal in their value to the to the business somebody tell me with you a 10 core can you see the slide what’s one thing you would do to reduce friction all right there’s a good point look at the top you’ll see that we are on a sort of slide show it’s 5 slides reducing the number of those screens and making certain that that’s not flipping around on people when they’re trying to watch it add a command verb yes Dave Fogel says I just don’t know what to do somebody said remove the slider yes all right so those are all things that you could do that would reduce friction and and let’s talk for just a moment if you were trying to reduce anxiety can you think of anything that you might do to reduce anxiety is there anxiety in the top 4 inches of the page tía says direct my mind with a better headline and that’s an excellent point but here’s something to think about does the shop now button potentially create anxiety what do you think tell me what your reason is we have eight minutes left add value prop before the shop now CTA at pricing information here’s why there’s a potential anxiety it’s called implied anxiety with a shop now button because I don’t know enough to be comfortable shopping and you’re asking me to make too strong a commitment too soon in the process I just got here I don’t know what you do I don’t know why I should do it with you and I I’m not ready to do something as serious as shop yet so think about that and by the way if there is a you know if this is all about products they should probably have products on the page itself all right any other questions any questions before I go to the next piece I want to go with you it’s too early ask me to shop now Gary that’s correct that’s exactly the point it’s much too early so marketers let’s let’s do one final key piece together in the last few moments what I’d like to do is just help you understand what we’re trying to accomplish the day because I feel like we’re talking about specific things that change a page but what we’re really trying to do is rethink what it means to design a site you’re designing a customer experience that is focused on the mental sequence of thought with the micro yeses that lead to a macro yes and the most essential compass in designing that is your value proposition and once you get that piece right if you keep in mind that you’re not you’re not selling a website or you’re not selling an offering people have to buy you before they buy your product and then when a website doesn’t have a personality when it doesn’t speak when it doesn’t explain it’s pretty difficult for you to create relationship with that sort of personified site and it’s critical for you to think through the experience in such a ways to enable you to create genuine relationship with the people that interacting around it all right I appreciate what you’re all saying and the kind words here let me ask you this I’m as I wrap up here can you give me some feedback it’s today been helpful for you I’ve been concerned because it’s at two levels of you know content it’s almost at the marketing leader level where you’re thinking about the entire site design and it’s at the applied level where you’re trying to get results Tiye thank you for the kind words and I’m watching your feedback as you come into the chat feature I want to thank you for being with us today we have a lot of resources connected to this that will we’ll put into the youtube description when we post the video where you can download some of the tools that we talked about and we’re grateful to have you

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