8 Apr

Focus on Change

Posted by levib on April 8, 2010

People are adverse to change.

We see it every year, right after the New Year, hundreds of people sign up for the gym, because they know it’s good for them only to quit a few months later.

With lead gen pages and sales pages, you’re essentially trying to encourage a potential customer to change their behavior and go with your product or service. This is why conversion rates are so low; people are scared, unsure or using a competitor’s product when they hit your lead gen page.

The recent release of the exceptional book “Switch” by the Heath brothers brings the idea of change to the forefront. Humans are stubborn animals, but with a few surefire tactics, you’ll be able to get the mind racing in the right direction:

Direct Them

• Follow the Bright Spots — Investigate what’s working on any of your lead gen pages/sales pages (or competitors) and clone it across all your lead gen pages
• Script the Critical Moves — Be very specific with your lead gen pages, make the benefits very literal and less lofty or nebulous.
• Point to the Destination — Getting a customer to fill out and submit the lead gen form is easier when the customer knows where their information is going and why it’s worth it.

Motivate Them

• Find the Feeling — Make people feel something. Use strong, emotional images, videos or graphics that showcases the problem.
• Shrink the Change — Explain what will happen after the customer fills out your lead gen form (You’ll call them, provide them free ideas, sign them up, etc.).
• Grow Your People — Subtly reward customers as they fill out the form (inline confirmation for correctly inputted fields and a thank you page).

Shape the Path

• Tweak the Environment — Make your lead gen form as easy and straightforward as possible. Keep fields to the bare minimum and make it hassle free to fill out.
• Rally The Herd — Showcase prestigious customers that are using your product or services.

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