Call To Action; You need to have me at hello.
Call to action / conversion / user acquisition, whatever you want to call it. Its probably crucial to your web-based business strategy. 98% of the time, if you have not caught my attention on your homepage, in less than 3-5 minutes, you probably won’t see me again; This is probably a typical consumer on the web.
I ran across Zumbox.com, I’ve heard of this business model before, its a very narrow market (digital postal mail service) that was popularized for a time via a television show known as Startup Junkies. Startup Junkie featured EarthClassMail.com, the initial pioneers in this field, which offers a nearly identical product.
Zumbox.com These people get conversion. Video is really important! This is a new market/product space, we need to convince Joe Consumer Internet that this is a problem they are having, in plain English. Nothing does that better than video, with a disarmingly friendly female narrator. Unfortunately, The woman moves around (silently) for a few seconds, totally distracting me from the big pitch text on the top left, so I don’t even read it initially.
However, there is nothing else to do here, its learn and convert. there is no top nav to distract, no giant intimidating blocks of text, just simple pitch, simple sign up. ALWAYS start the signup process on the homepage. take them to another page if you must, but at least there is psychological buy-in immediately. I don’t love Zumbox’s buttons, they are not bold enough, they don’t scream “you want to click, nay, you NEED to click me.”
Nothing below the fold! I feel like I cognitively understand the entire homepage at a glance, which lowers mental overhead and anxiety of potential data overload. The homepage is almost like a lead gen form, which I think works to their advantage.
EarthClassMail.com This page intimidates me, immediately. TWO columns of points? I am not going to read this. Personal? Small Business? Enterprise? I am not sure I care? Hiding below each of those tabs is 7 items that roll out below them, most of them seem to refer to the same set of information.
Information Overload. there is too much information and text thrown at me. This concept of digitizing postal services is new to the average user, however, they do not need a PhD in the concept. You can tell they are very concerned about you groking the business model, they give you a toll free number to ask them what the hell its all about!
Their call to action is barely a call to action, however I prefer their button style. Speaking of buttons, Sign up should not be the same size as tell me more, I can’t tell if orange is more important than green, and both feature bolded text.
Their is a hidden sign up button below the fold, I’ll forgive them for putting it their twice, but why not start the user on the sign up process? No form fields on the homepage.
EarthClassMail was definitely the pioneer in this field, so I give them credit for having to carry the burden of teaching their users the benefit of this service, however, too much data is going to make the user think this is going to just create more problems, or requires too much effort and up front investment to even justify signing up.
Zumbox.com, to the pre-acquired user, is perceived as a free product! Now, clearly, there most likely is a “pro” featureset you upgrade to, or features you probably pay for per user (maybe the pay your bills feature?). This again relaxes the user, I can try this out, free of charge, and my commitment level pre-signup is very low.
Ouch, no free plan? How about a trial, not even 30 days? I’m sure if I called their 800 number, they would set one up, but clearly they want to make me call them to set that deal up. Setup fees! ewww. Again, this page has two CTA’s for the signup form. No form in sight, come on!
EarthClassMail Sign Up Process
Well, since I have to go out of my way to experience the signup cost/overhead associated with EarthClassMail, I felt it deserved to be reviewed in its entirety.
Page 1: Preamble?! Are you kidding me?! I click sign up and the first thing I DO NOT see is the sign up form!? Okay, I understand, this is going to be legally hairy in a moment, but this could just flat out scare me away. Also, why have a cross-cutting copy page? Sign up for biz and personal can and should be different, make the copy specific to the conversion flow.
Page 2: Step 1 (hah) Choose your plan This should really have been the initial signup bootstrap, I shouldn’t have to pick this now, I should have picked from one of these to start with from the initial CTA. I find this version of the form easier to read than their website, honestly. A lot less clutter. Lets choose essential.
Page 3: Step 2 Begin to tell us who you are This form is boring. Forms are boring, make this more fun to complete. clearly, everything is required, why not just say that once and eliminate the noise? Also, I am now on page 3, and I have no idea how much longer this form is going to take. I need to know how many pages this is out of, at this point.
You get the point. the next page is billing and account setup.
Billing as Conversion Overhead
This is an interesting concept to roll around during your user conversion flow. If you do not offer a free entry point into your application, you require the mental overhead of setting up and entering billing information, before your user can even try the application. I would suggest this tactic be avoided whenever possible on the web.
Zumbox.com literally has no other steps to their conversion process, than the one you see on the homepage. After that form is completed, you are inside the application, and looking around at the features, first hand.
There is no silver bullet in user conversions and landing pages! A/B Test everything you can, and learn from you users at every step of the way. What sort of stories/ideas/anecdotes do you have to add about user conversion?