Kevin Hale - How to Improve Conversion Rates

TL;DR

The video presents a framework for improving conversion rates by closing the knowledge gap between the user and the interface. Kevin Hale introduces a seven-question checklist for any page (call to action, what is this, is it right for me, is it legit, who else uses it, how much/what’s the catch, where can I get help) and emphasizes aligning the call to action as close as possible to the “magic mo

Key insights

• Growth balances conversion and churn; working on churn is easier than working on conversion.
• Benchmark conversion rates: shareware 0.5%, casual download games 2%, freemium SaaS average 3% (range 1.5–5%), Flickr 5–10%, AdultFriendFinder 10–22%, children’s social networks higher, TurboTax Onlin
• The knowledge spectrum (from Jared Spool) frames every UI problem as closing the gap between the user’s current knowledge and the target knowledge needed to use the product.