Sometimes, Adding Friction Improves Conversions

When I landed on llbean.com through a PPC ad I was greeted by this popup– CLICK HERE TO ACTIVATE button could have been eliminated. They could have just shown the SAVE10 coupon code. Normally, reducing steps improves conversions. But in this case, llbean.com is adding friction (the need to click a button to activate coupon code) and it’s …

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Clever Way to Capture Email

On horse.com this popup appears on landing pages— Couple observations— 1: Well designed.  Design matters. 2: Creates sense of urgency via Limited Time ONLY! banner.  Could be more effective if they showed dynamic date.  Example— Offer Ends [current date + 4]. 3: They use a non-generic promo code (0EC211Y8IJ).  This is an important detail because …

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Data Breach + Bad Usability = Worst Possible Combo

Target (the retailer) was hacked recently and 110 million customer records were stolen.  Target took swift action and offered customers free credit monitoring for 1 year.  They sent an email asking customers to visit protectmyid.com and enter their activation code. Let’s think about this from the perspective of a Target customer.  They are obviously freaking …

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