Why This Plumber's Website Menu Is a Conversion Graveyard | S1 E1

In this debut episode of "The Conversion Clinic," we unpack the psychology and design flaws that may be turning a random plumbing website in Sydney into a 'conversion graveyard'.

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00:00 What is The Conversion Clinic?
00:39 How to improve your headlines
02:04 How to fix your click-to-call buttons
02:50 Avoid choice paralysis with menus
03:41 Study: improve sales by removing things
04:01 Remove clutter and add white space
04:26 Add more social proof to improve CVR
04:55 Study: reviews vs no reviews for sales
05:15 How to add more social proof
05:58 How to add USPs in a better way
07:13 Avoid thin content for SEO
07:45 Keep selling on all your pages
07:58 Don't talk about yourself so much
09:21 What'd we learn today? Recap

We delve into three crucial factors: optimising site navigation, the cognitive overload from excessive menu options, and the role of social proof.

This is all part of my broader mission to save half a million businesses from faltering by making them digitally savvy.

The first touchpoint is the website’s headline. While the term 'Sydney's Best Plumbers' targets search engines, it's not exactly wooing potential customers.

We discuss ways to keep SEO in check while also appealing to human needs. On that note, don't underestimate the importance of having a prominent, easily accessible phone number on your page, particularly on mobile views.

We then tackle menu choice overload, discussing the psychology behind why too many choices can be paralysing.

Think of it like walking into a bakery and being overwhelmed by fifty different kinds of bread.

Your brain starts to work overtime, and you might end up walking out with nothing.

To address this, we delve into scientific studies that suggest streamlining choices can dramatically improve conversions. Read more here and here.

Lastly, we discuss the game-changing power of social proof. You know how you’re more likely to try a new café if you see it's full of people?

That's social proof in action. Studies have shown that showcasing reviews can increase your conversion rate by 270% read more here.

It's not just about sprinkling testimonials; it’s about strategically embedding them in your user’s journey.

Get the full, unfiltered details in the episode. Trust me; you don't want to miss this one.

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If you're interested in the psychology behind these marketing choices, you can dig deeper with these additional resources:

Minimalism: To better understand how reducing clutter can increase conversions, you'll find a study conducted by Marketing Experiments quite illuminating.

Source: https://marketingexperiments.com/conversion-marketing/response-capture-case-study

Limited Choices: For a thorough read on how offering fewer choices can actually boost sales, the concept of the "Paradox of Choice" by Barry Schwartz is a must-read. It's like choosing tea; too many options make you skip it altogether.

Source: https://thedecisionlab.com/reference-guide/economics/the-paradox-of-choice/

Scarcity and Urgency: These techniques are derived from the theory of psychological reactance. Essentially, when you tell someone they can't have something, they want it even more. Swarthmore College has a nice paper on it.

Source: https://works.swarthmore.edu/fac-psychology/198/

Reviews and Testimonials: This taps into the psychology of social proof. A study from Northwestern University's Spiegel Research Center dives into how online reviews influence sales.

Source: https://spiegel.medill.northwestern.edu/how-online-reviews-influence-sales/

Pricing Psychology: Josiah Roche has blog posts where he discusses the Paradox of Choice in pricing and marketing biases that can be leveraged.
Source 1: https://www.josiahroche.co/blog/psychology-of-pricing/#paradox-of-choice
Source 2: https://www.josiahroche.co/blog/13-dangerously-powerful-marketing-biases/

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