Many people in the industry have heard of Quick Sprout. They create excellent content. But in addition to great content, they have a well formulated conversion rate process. In this post, we review the conversion process in place so that we can digest it and potentially use a few of the concepts for our own sites. There are some innovative techniques being used on this site. I think you will enjoy learning about them. So let’s jump into it.
Home Page
Here we see the home page is incredibly simple. The navigation is downplayed in a light green and there is very little content on the page. The main calls to action are the two bright white elements on the page. “Do you want more traffic” and “enter your URL.” They have made the button a slightly brighter green color so that it pops just enough to encourage the click. This page only has one main “action” and purpose, to get the user to enter their URL. The user is only presented with one question, “Do you want more traffic” and Quick Spout promises to give them more traffic to their blog.
If you enter your website, it takes you to a Google login.
This was a pretty interesting to me. I would think most users would be pretty deterred by this step in the funnel. I am sure it has a high drop off rate. However, i don’t want to be too quick to judge, because I don’t know the conversion rate and funnel numbers. The main reason people use these logins is because they get access to all the Google contacts. So instead of one contact (you), they get access to all of your contacts (everyone you know).
Here we see Quick Sprout requesting a good amount of info. If you allow them, it takes you to this page. This page asks if this is you website.
Click yes, and you get this message.
If you click yes, you get kicked to the analyze tool. I would also imagine that is when they pull your analytics data, email and capture that information. So this is where you end up.
Now, if you analyze your website it will tell you the following, “Ouch, your website needs work!” This of course makes the user feel that something is wrong and Quick Sprout can help.
Everything on this landing page is polished. It is a very short form that only requests all the most important information. There is also an urgency push, as there is only one spot left and final sales push on the left.
After you have gone through this process, Quick Sprout will be an added Google App. So either keep it there or remove it if you wish.
Blog
Now if I go to the blog, I am presented with a quick popup. Here we see a call to action to build a Facebook community, again, keeping with that very simple one action oriented CRO model.
Close this out and it kicks you to the blog. Now, the main static call to action on the blog is the free course.
The way the button at the bottom is laid out is important. The main yellow button is the primary call to action. However, there is a secondary hyperlink under it with the same message. This practice has been found to improve conversion rates due to reinforcing and offering a secondary call to action. In addition, the light grey privacy statement will easy any leery users minds who are searching for that piece of information and concerned about spam.
Here we see another call to action pretty heavily utilized on the site. This is a nice soft lead in question.
Click yes and you get a follow up question.
Once you click your blogging platform, you again get the Google login prompt.
Summing it Up
There is a lot of very interesting conversion rate optimization strategies taking place on Quick Sprout. I think it is fair to say, they are very good at CRO. They use a lot of pop-ups, and the average consumer may find that annoying to some degree, but from a CRO standpoint they result in significantly more conversions. All sites should have some pop-up strategy. Especially if you are marketing with emails, which every company should be on multiple levels.
The Google login strategy has been creeping up more and more for lead generation sites. While there is a slight issue with user privacy concerns, the data gathered by the lead generating company is very valuable. I would be interested to see the drop off on that part of the funnel. Outside of the privacy concern, it is a very easy action for a user to complete. The trade of is if they can get over the privacy issue, they only need to login to pass a significant amount of information to the app, thus, making it more effective in that way than a long form.
My purpose in reviewing the CRO on this website is to simply showcase some innovative practices. I hope you enjoyed the read.
