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Design Tips to Convert More Customers | Design Review
- The episode focuses on converting website traffic into customer actions by analyzing the "conversion funnel," defined as the sequence of steps a user takes from landing on a site to completing a primary goal (e.g., purchase or email sign-up).
- Expert Pete Kuman (co-founder of Optimizely) emphasizes that experimentation software helps companies objectively measure which website variations drive higher conversion rates.
- Rivet, a multiplayer game deployment tool, was criticized for having conflicting calls to action (e.g., "click to start," "sign up," "open"), creating a "paradox of choice" that confused users about the intended next step.
- Rivet's user flow was noted to require opening a second tab and registering as a guest, further complicating the path to value and suggesting a need to reduce options to a single, clear call to action.
- Decoherence, an AI video generator, successfully reduced friction by displaying "no credit card required" prominently and utilizing Google login to eliminate the need for new credentials.
- Decoherence's high conversion rate is attributed to repeating the "start free trial" call to action multiple times throughout the page and demonstrating visual outputs immediately above the fold.
- Despite strong top-of-funnel performance, Decoherence's onboarding experience lacks guidance once inside the product, failing to provide clear "guiders" to help new users reach their "aha moment" efficiently.
- Solve Intelligence, an AI patent writing service, failed to clearly define its target audience (attorneys vs. inventors) or address trust concerns regarding the high stakes of AI-written legal documents.
- Solve Intelligence's homepage video was criticized for being too small and lacking sufficient text overlays or zooms to explain the specific utility of dragging and dropping PDFs to generate patents.
- Solve Intelligence's conversion friction is high because the primary action ("request a full demo") directs users to a lengthy contact form rather than a quick, interactive demo.
- InEvent, an event management platform, improved initial conversion by embedding a sign-up form directly on the button click ("enter your work email") rather than redirecting to a new page.
- InEvent's homepage suffers from ambiguity, burying core value propositions behind a slider with 10 sections, causing the majority of users to miss critical features located on screens 9 and 10.
- InEvent effectively leveraged social proof, stating they have created 1.1 million events and are trusted by over 900 companies, which builds credibility.
- InEvent's sticky "book a meeting" button persists throughout the page, ensuring the call to action is always accessible regardless of scroll depth.
- A recurring trend across all reviewed sites is the importance of mapping the conversion funnel to identify and remove unnecessary steps that cause users to drop off before reaching their "aha moment."