When I launched TractionVC on December 15th, it had a conversion rate of 0,8%. Throughout the week, I received a bunch of comments on sites like Hacker News, Producthunt, via Email and Olark. The 5 most recurring comments resulted in a redesign which boosted my conversion rate to 6%. Here’s how the site transformed:
Here are the 5 comments that were responsible for the 7X improvement:
1. “Free Sample”
I’ve received a bunch of messages through multiple channels asking for a free sample or trial. People wanted to know exactly what to expect before paying for the service. This is obvious stuff… yet, was missing from the original product. So I added a free downloadable sample, which instantly resulted in more people subscribing.
Takeaway #1 - How can you give people a taste of your product? A free sample? A free trial? Maybe it’s a video that shows exactly what they’ll get? Figure out how to instantly show people what to expect from buying/subscribing or signing up.
2. “More Information”
People were asking for more information. A better explanation of the product. So I added more text and images, based on the questions and suggestions that kept coming back.
Takeaway #2 — What information is missing on your site? Can you better explain your product with words, images, videos? Your site is your salesman. Figure out what information people are asking for when you’re selling your product face to face and add it to your site.
3. “Who Are You?”
I kept getting the question from people: “Who are you?”. They wanted to know more about the person behind the product. What’s my background, what other stuff have I worked on? People want to connect with people, not with a company logo.
Takeaway #3 — How can you make your product more human? Can you tell more about yourself or the team behind it? How can people better connect with you, the person, rather than the company.
4. “Add PayPal”
Multiple times, people asked me to add PayPal. I was only accepting Credit Card payments through Gumroad. I was losing customers. The day I added PayPal, my conversion rate doubled and the first order through PayPal came in 5 min. after making it available!
Takeaway #4 — Can you add other payment methods to your site? Figure out what your customers prefer and add it. You might be losing a bunch of customers now…
Different people have different questions. Some of these questions are the only thing standing between them and signing up. So I added a FAQ section, answering the exact stuff people kept asking me.
Takeaway #5 — Which questions are standing between potential customers and signing up? How can you answer them on your site and get more people to join?
Important Lesson: Copying www.traction.vc will not give you a 6% conversion rate as well. The site was built on the comments people had, specific to my product. Your product will need different copywriting, layout, etc. Figure out what people are commenting on your specific product. Spot the patterns in what they are saying, listen carefully and apply what you learn.
Go check out www.traction.vc and subscribe for weekly growth hacks!