Conversion-Centered Design Continuance: Principle 7


We are at the end of our conversion-centered design series. Conversion-centered design continuance is actually about what happens after the conversion. You need to be thinking about the next step and how you can add value to the user. But it’s okay to ask for something. At this point, the user must have some trust in you; otherwise, she wouldn’t have converted.

But don’t blow it! You have worked hard to align with conversion-centered design so it’s not the time to turn into a car salesman who hasn’t hit her quota on the last day of the month! Play it cool. What’s a natural next step, taking into account the initial offer and where the user is on the buyer’s journey?

Here are some examples:

Offer: eBook
Buyer’s Stage: Awareness
The user is just getting to know you. Your eBook is an interesting overview of a specific challenge and how it can be overcome. But the user is just starting to investigate. Be soft with your follow-up. Try a social share or subscribe to blog.

Offer: Webinar registration
Buyer’s Stage: Consideration
The user has clearly defined her problem. She is seeking information needed to make a decision. She has registered to attend a webinar on the topic they may also include a product demo. The buyer is curious and wants to know why your offering is better. What might be the next logical offer to nudge her into a decision? You could offer her a video of a demo or invite her to a live demo.

Offer: Demo
Buyer’s Stage: Decision
The buyer is ready to choose. She’s excited to see your product in action. But you haven’t closed the deal yet. The most important thing is of course scheduling that demo so the thank you page should address expectations.

But what else might this user benefit from? A case study would be a great content offer and could erase any reservations about the value of your product. You may also want to guide them to a pricing page or reviews page. The review page helps build your case and allows the prospect to see that by choosing you, she’s in good company.

These are just a few examples. Unbounce has created a scale of commitment level to provide some further guidance. So that wraps up the conversion-design series. If you would like a recap, here are links to the first six principles: Attention, Context, Clarity, Congruence, Credibility and Closing.