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.