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Optimizing the conversion funnel
This training is all about moving customers ahead in the conversion funnel in baby steps by optimizing all the communication that you are delivering at each stage such that they really move ahead. In this training, we will study various aspects of online consumer behavior and design user flows & communication to pursue users in taking those steps. We would also discuss some of the design patterns that are used in creating online presence, which create effective results in moving people forward.
In this introductory session, we will also give you a sneak peak of the lessons covered in the actual session. An important aspect of online consumer behavior is that people don't actually read the content, they tend to scan it. Additionally, there is also a particular way in which they scan the content. Readers usually begin with the top left corner where they read couple of lines and then when they get bored they shift downwards where subsequently some other phrases or lines will catch their attention. This way they will scan the entire content rather than reading it. Moreover, it has also been noticed that they scan the content in F pattern. So the idea here is that when you are actually creating communication in an online space, it is important for you to create it in a manner that it is scan friendly rather than being reader friendly. Even though, you have an excellent quality content available, simply do not get obsessed with it and rather understand that how people in an online space behave in regards to reading the content and then try to optimize your online presence accordingly. This is just a single element to define how consumers behave online.
So now the question is how you can influence the behavior of people in an online space. If you are really interested in details regarding the same, you can go ahead and check the research work that has been undertaken by Dr B J Fogg from Stanford University. Since the attention span in online space is fairly low, you need to move people in baby steps.
According to Dr B J Fogg, you need to take care of provide 3 aspects to move people forward. The first one is motivation and it is important to understand what will motivates people in moving forward might be some gratification or might be a fear of losing something if they do no take that step. Second is, do the people have the ability or are you providing them with the ability to take that action, as also call it as "Readiness". So the key is do not ask people to do something that they are not ready for.And the third one is, are you giving them the right set of trigger or a call to action. If you really take care of all these three elements in an appropriate manner, you will notice that a good percentage of people are really moving in the direction that you want them to move in.
Thank you

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