Informed Users Equal Higher Acceptance
The ultimate goal of a download process is to increase conversion rates and ultimately overall revenue. The download process involves several steps and a user can easily get distracted or uninterested and cancel out of the process at any time. Informing the user is vital in keeping the user involved in the process and committed to downloading the product. Below are a few tips on how to better inform users and in the end, increase acceptance.
Limit the path
Too many options can sometimes become a bad thing. Creating limited paths for users has definitely become a trend in the marketplace, especially when there is a specific conversion goal in mind. The more focused a landing page or offer creative becomes, the easier it is for the user to find what they are interested in.
Reduce the friction
Users are not going to accept any offers if they don’t feel comfortable with the product they are downloading. In order for them to feel comfortable, they need to understand it. Educational graphics illustrating key functionality in one simple step increases user confidence.
- Bullets are an effective way to emphasize copy that highlights benefits and features
- Slightly larger font and bolded headlines tend to work the best
- Left aligned copy is the easiest to follow – the eye naturally reads from left to right, top to bottom
Create Consistency throughout the process
It is important to make the entire user experience consistent. This can be done by using similar keywords in your text ad campaign, landing page and installer. Another way to create consistency is by using similar images and design elements throughout the download process. By having a consistent process, the user is more comfortable that they are ultimately downloading what they came in for.
Optimization Test Examples: W3i has tested out several of these concepts and have seen positivie results. Below are a couple of examples, one shown on a landing page optimization and one on an installer optimization.
Landing Page:
Results: The new landing page provided a significant lift in EPC (earning per click) of 7%. Completed downloads also increased by 10%.
Installer:
Results: The new installer provided a significant lift in EPC (earning per click) of 7%.
Increasing conversions is necessary for W3i to help its clients be successful. These are just a few of the several ways to provide a better more consistent experience for users. At W3i we focus on creating great user experiences as defined by the user. Testing and optimization is a direct feedback mechanism for users and in the results above it is clear that users prefer a consistent, frictionless experience.
Jessie Golombiecki, Marketing Specialist, W3i
Jessie uses her experience in internet marketing, graphic design and testing to lead the charge in marketing management optimizing all touchpoints with consumers.
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