Human Faces Can Increase Conversion Rates

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Are you using faces of smiling happy people in your apps and landing pages?  You should think about it. They’ve been proven to increase conversion rates in a few ways.
  • In the Netflix example, above, you can see a happy family staring in the direction of the sign up form. Nextflix has been using this since at least October 2007 (per an old presentation of ours). Folks tend to look where other people are looking.
  • This phenomenon was further proven in this study (baby example above).  You can see the eye-tracking results when the baby was facing forward and when the baby was facing the text.
  • 37 Signals (popular app company) did some pretty extensive testing of human faces. They A/B tested a whole bunch of different faces, and, for their product offering, the guy above was the winning landing page (probably because he’s relatable to the target audience).

“Drip” Marketing Tools to Check Out


Everyone sends their users a “Welcome” email.  You might be using Sendgrid or Mailgun for your transactional emails (Welcome, Forgot Password, etc.).  And you’re probably using MailChimp,Constant Contact, or some other similar tool for your marketing emails (newsletters, new product announcements, etc.).

 

You might want to think about going wild with your transactional emails. There has been a boom in tools that let you:
  • Define a bunch of events (Upon Signup, Three days after signup, After user does task X, after user touches feature Y, etc.)
  • Send out very personalized emails when those events occur.
Some tools you might want to check out include:
Patrick McKenzie put together some really great info on the topic.

 
The bottom line: emails work.  It’s still one of the most powerful channels out there (like it or not).