Getting Started with Conversion Rate Optimization: Momentum

mo-men-tum: force or speed of movement; impetus, as of a physical object or course of events: The car gained momentum going downhill. Her career lost momentum after two unsuccessful films.

While reading Switch: How to Change Things When Change Is Hard by Chip and Dan Heath they discuss a local car wash that had a fairly typical loyalty card. You paid for 8 washes and got one free. However, they tested two different variations. One card was 8 blanks before the free card. The other card was 10 blanks before the free card, but the first two stamps were “gimmies”. What happened?

After a few months 34% of the “gimmies” had received a free wash, while only 19% of the normal cards had received a free wash. That’s right, a 79% increase simply by creating a little momentum.

Creating Momentum in the Conversion Process

The goal is getting a conversion. To accomplish the goal you have to get people from Point A to Point B. If the goal is newsletter registrations you need an email address. If the goal is a lead, you need a name and contact info. If the goal is a sale, you need their name, shipping address and payment info. So how can you create a little momentum?
1. Make them feel like they’re joining the cool kids (SEOMoz)


2. Pre-populate Forms – For example, if the user clicked a link from an email, have their name and email pre-populated in the conversion form since you already know it.

3. Keep ’em Rolling (MailChimp)


Yes, you can sign up for an email marketing solution (and a dang good one) with only 4 fields!

Now go create some momentum and don’t get in their way once they’ve got it.

About Robert

Conversion rate optimization and PPC wizard. If I'm not out playing ultimate frisbee or golf you may find me hiking, skiing or mountain biking.
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