6 questions users need answered to convert

In this episode of Datadrivet, Joni Lindgren and Jasmin Yaya talk with Seif Fendulky, Growth Product Manager at Storytel, about what makes a user convert. Before Storytel he worked as a conversion optimization consultant at Natural Cycles and Lifesum.

His team at Storytel works on onboarding and conversion. For a streaming service, Seif argues content is the most important product factor.

One project looked at the book detail page. People search for a specific title but then do not convert. The team found that how they communicate Storytel’s offer on that page changes the outcome. Market matters too, since some regions have lower reading and listening adoption.

An A/B test that changed the page design produced lower conversion. Several elements changed at once, and that limited what the team could learn. He also notes how hard it can be to convince stakeholders that the look of the design was not the real problem.

The six questions come from a case at Lifesum, where users could not tell the free version from the premium one. The fix was to answer what a user needs to know before they commit:

1. Relevance: is this for me, and what should I expect?
2. Value: does it solve my problem better than the alternatives?
3. Trust: do other users vouch for it?
4. Action: what exactly do I do next?
5. Usability: is it easy to use?
6. Reassurance: what about the longer-term commitment?

Answering those questions raised conversion, retention, and lifetime value.

When conversion stalls, work through the questions a user has before they buy. Change one thing at a time.

Listen to the full episode of Datadrivet for Seif’s examples in detail. To see how your conversion compares to similar products, use the benchmark tool: https://benchmark.scilla.studio