How to Improve Conversion Rates

This presentation focuses on improving conversion rates, primarily for landing pages, but its principles apply to any user interface. Conversion rates are key to growth, balancing acquisition and churn, with churn being easier to address. The talk emphasizes identifying whether conversion rate optimization is necessary, using industry benchmarks like 0.5% for shareware, 2% for casual games, and 3% for freemium SaaS. High-intent products like TurboTax achieve up to 70%. The knowledge spectrum framework helps solve interface issues by closing the gap between a user’s current and target knowledge. A one-button interface exercise simplifies design, and seven key questions guide optimization: call to action, clarity, legitimacy, user trust, pricing transparency, and support accessibility.
Source: Y Combinator