A 5-MINUTE FIX THAT BOOSTED OUR CONVERSION BY 40% by Taskworld Blog Team / October 14, 2015 105 They say that your app speaks for itself. Well actually, no one says that. You can have the most incredible app in the world but without paying attention to user engagement, you won’t make the most of it. A lot of things that you see in the Taskworld’s Enterprise version have evolved based on our experience with the first version. One of those things is the Sign up process. We are going to tell you how a five minute fix in our onboarding process boosted our conversion by 40 percent. The answer can be summed up in two words – Heat mapping. Heat mapping allows you to see where your users click. It helps you to understand their motivation and discover where they are encountering blockers in your process. Now as all marketers know, the majority of people in the Sign up process drop off after the first step. We were experiencing the same thing and our Engagement team felt that there was an opportunity to improve. So, they tried Hotjar, an easy to use analytics tool to generate a heat map for our Sign up page, and the results were indeed surprising. When users signed up for Taskworld, they were asked to enter their First Name, Last Name, Email ID, Password and Time Zone. The main call to action button (CTA) was Sign up. However, if they were an existing user and they wanted to Sign in, they were given an option to do that in the footer. When we looked at the Heat Map image, we discovered three major blockers in the registration process: 1. Two (Too) Similar CTA’s More people clicked on the Sign in button than the Sign up button, which is really unusual since the Sign up page is meant for first time visitors. If the person tried to click Sign in, they were given an error message telling them to Sign up first. This seemed to confuse or frustrate the user and those people did not complete the registration process. Not only were there two CTA’s but the content of ‘Sign Up’ and ‘Sign In’ seemed to be too similar to give the user clarity. Additionally, as research tells us, most people unconsciously use heuristics in everyday processes – our brain uses shortcuts to unburden over thinking and questions every action that we take. Our UI/UX expert also noticed that the color contrast in the two CTA’s was stronger in the Sign in area, therefore it was drawing more attention saying, “Click me! Click me!” 2. Too Many Fields As you can see from the screenshot, we had five mandatory fields in the registration process. This means that you are giving five chances to the users to drop off. So, what’s the best way to optimize it? Well, cut them off. We decided to keep things extremely simple in our new Sign up process by having just one field. Email ID and that’s it! 3. No Time for Time Zone Another observation was that almost no one was clicking on the Time Zone field. And when they did, they spent almost 50% of their time on it. When we looked at the heat maps and screen recordings of the clicks, we discovered that people ignored the Time Zone field and clicked on Sign up. When this gave them an error message, they would get frustrated and then drop off. What we learned was if you give even the slightest opportunity to visitors to drop off, they will take that with both hands. So the trick lies in not giving that option at all. 5-Minute Fix We got rid of the Sign in option and on the homepage, we changed it to ‘Log in.’ We took off the Time Zone field and moved it inside of the app. Results Here were the results of these two minor fixes: Conversion Rate increased by 40% Drop-offs in the process reduced by 4.5% Failed submits decreased by 29.5% Not bad for a few minutes of work, right? At Taskworld, we make sure that the key learnings from different departments are shared not just within the company but also on our blog. And we have a process in place for that. We have a Public Project on Taskworld called Blog Content, where all the teams share their key learnings of the week. The Content team then goes through the ideas, adds tags to them and turns them into blog posts. It motivates the teams and we hope other businesses can learn from our mistakes, save time and find greater success. So now is as good of a time as any to revisit your registration and onboarding process and you just might discover an easy fix that can help your users and your business.

Content writing is worth effective but how? Good quality content is essential for communicating your products and services and generating business. It is therefore essential to have contents which are effective and help convert business ideas into revenue. Following certain practices and principles, this objective can be achieved. Relevance Whenever content is written, it targets a specific group of people who are to be influenced to avail the product of service about which the content is being written. Identification of the right points and the needs of the target segment help develop effective content. The content must be informative and must have relevance for the people reading it. Clarity The content must clearly communicate the message and must not be ambiguous. It must point the readers in the right direction and must communicate the information in a precise yet clear manner so that there would be no doubts in the minds of the readers. It should be able to anticipate the doubts or queries which might arise in the minds of the readers and must clarify these queries in a succinct manner. Must be engaging A well written content must be able to engage its readers and hold their concentration. The flow of the content should be sequential and must not be repetitive in nature and must be interesting to read. It must contain as much information as possible without being too long and complex. Emphasis on key points A well written content is the one which emphasizes on key points and must keep the focus on these points. The remaining part of the content must be complementary and must remind readers of these key points. It should be able to create an impact on the minds of the readers whereby these, points get sufficient attention and the readers must be able to recollect these points once they have read the content. Must not hard sell a product or service Well written contents communicate the idea or the concept of a product or service and do not push the specific product or service. The role of a good content is to arouse the interests of the readers and advice then with identifying the right solutions. Hence it must focus on being advisory in nature rather than a sales pitch. Using the right emotions Contents have specific purposes and according to the purpose, must maintain a specific emotional tone. If a specific content is written to give details of a product for sick people, then it must have a compassionate tone. On the other hand, if it’s a product for young individuals, it should be humorous and witty. Creating urgency Contents which create urgency and curiosity in the minds of the readers are more effective and efficient. Readers tend to focus more when there is a sense of urgency like the few days, which are left to buy a particular product or any other exclusivity conveyed by the content. Credibility Contents must be from credible sources and the same must be communicated to the readers clearly. People are influenced in a better manner when the communication is highly credible and authentic. Therefore, credibility plays a major role in making contents effective. Testimonials Testimonials about the performance or efficiency of a product or service always help in making content more effective. It adds another dimension to the contents and help in building credibility and relevance. When readers read about the experiences of others, it influences them in a better way. Right closure The closure of the content must include all the key points with brevity. It helps readers in recollecting the key elements of the content and focuses on the relevance of the content for the readers. A brief paragraph of conclusion makes the content highly efficient. Contents which have these elements are better at converting a prospect into the business and hence it is essential to include as many of these points as possible in the content.

Content writing worth effective but how? Source: Content writing is worth effective but how? Good quality content is essential for communicating your products and services and generating business. It is therefore essential to have contents which are effective and help convert business ideas into revenue. Following certain practices and principles, this objective can be achieved….

Content writing is worth effective but how? Good quality content is essential for communicating your products and services and generating business. It is therefore essential to have contents which are effective and help convert business ideas into revenue. Following certain practices and principles, this objective can be achieved. Relevance Whenever content is written, it targets a specific group of people who are to be influenced to avail the product of service about which the content is being written. Identification of the right points and the needs of the target segment help develop effective content. The content must be informative and must have relevance for the people reading it. Clarity The content must clearly communicate the message and must not be ambiguous. It must point the readers in the right direction and must communicate the information in a precise yet clear manner so that there would be no doubts in the minds of the readers. It should be able to anticipate the doubts or queries which might arise in the minds of the readers and must clarify these queries in a succinct manner. Must be engaging A well written content must be able to engage its readers and hold their concentration. The flow of the content should be sequential and must not be repetitive in nature and must be interesting to read. It must contain as much information as possible without being too long and complex. Emphasis on key points A well written content is the one which emphasizes on key points and must keep the focus on these points. The remaining part of the content must be complementary and must remind readers of these key points. It should be able to create an impact on the minds of the readers whereby these, points get sufficient attention and the readers must be able to recollect these points once they have read the content. Must not hard sell a product or service Well written contents communicate the idea or the concept of a product or service and do not push the specific product or service. The role of a good content is to arouse the interests of the readers and advice then with identifying the right solutions. Hence it must focus on being advisory in nature rather than a sales pitch. Using the right emotions Contents have specific purposes and according to the purpose, must maintain a specific emotional tone. If a specific content is written to give details of a product for sick people, then it must have a compassionate tone. On the other hand, if it’s a product for young individuals, it should be humorous and witty. Creating urgency Contents which create urgency and curiosity in the minds of the readers are more effective and efficient. Readers tend to focus more when there is a sense of urgency like the few days, which are left to buy a particular product or any other exclusivity conveyed by the content. Credibility Contents must be from credible sources and the same must be communicated to the readers clearly. People are influenced in a better manner when the communication is highly credible and authentic. Therefore, credibility plays a major role in making contents effective. Testimonials Testimonials about the performance or efficiency of a product or service always help in making content more effective. It adds another dimension to the contents and help in building credibility and relevance. When readers read about the experiences of others, it influences them in a better way. Right closure The closure of the content must include all the key points with brevity. It helps readers in recollecting the key elements of the content and focuses on the relevance of the content for the readers. A brief paragraph of conclusion makes the content highly efficient. Contents which have these elements are better at converting a prospect into the business and hence it is essential to include as many of these points as possible in the content.

Content writing worth effective but how?