Online Persuasions Insiders 2017

Benjamin LigierCRO Project Manager

How could Moo optimiseits conversions?

An analysis of Moo’s onboarding process

I reveal what’s working, what’s not quite working, and suggest

some changes to help increase the site’s engagement and revenue…

3 neuroscience ✔principles applied 2 mistakes ✘

to correct 4 proposalsfor improvement

Our PR and sales teams are working hard to spread the word about our new optimisation tool Convertize. As they are meeting clients and attending events, having business cards is quite useful. Therefore we decided to use moo.com, a print-on-demand website, to order them.

As a Conversion Optimisation Consultant, I couldn’t help but take note of some of their landing page’s great features - but there are also some areas for improvement...

Join me on my user journey and discover some of the Tactics applied on this website.

The context

Where am I supposed to click to create my cards? There’s no main Call-to-Action with the continuation options only appearing way below the fold…

Processing Efficacy ✘

Observation

Fold line

Nice, I know that I can get free delivery if I spend a certain amount. It motivates me to reach this amount to get something for free!

Pain of Paying ✔

Observation

How much does it cost? There is no indication of price.

Observation

Anchoring Effect ✘

Cool! If I’m lost I can always chat or look for an answer by clicking on this tab.

Cognitive Ease ✔

Observation

These sub-menus are clear and helpful quick links that will help me navigate the site and find all the information I require.

Information Bias ✔

Observation

Now let’s see what improvements we could recommend using Scenario Tactics and SmartEditor™

What’s next

Proposition: Tactic 94

Proposition: Tactic 148

Proposition: Tactic 7

A benchmark for a pack of business cards is added below the CTAs to give customers a price reference.

Proposal

I have added two prominent Call-to-Actions and highlighted the primary button to guide visitors towards the next step.

Processing Efficacy ✔

I have created two visual cues to draw focus to the CTAs: a yellow arrow and the overall shape of the text leading the gaze.

Visual Cueing ✔

The brightness of the banner colour is reduced to give more importance to the elements below.

Attention Ratio ✔

Anchoring effect ✔

Improved version