The goal for this Teardown is to break down the elements that ziik.io uses to mitigate their visitor’s FUDs.
What are FUDs?
FUDs are the Fears, Uncertainties, and Doubts that arise during the customer journey.
People have numerous questions before making a decision, such as “What if it’s not what I’m looking for?”, “I don’t think it will work in my case.”, “Why is this so expensive, or so cheap?”, and so on.
Anticipating these objections is the best way to overcome them.
FUDs Audit at The Lead Booster:
To conduct an audit regarding to FUDs, I use some specific questions that are answered during every heuristic analysis implemented at theleadsbooster.com.
These questions help identify how barriers are addressed and provide insight into the perceived security and convenience for the visitor.
I divide the analysis into 4 parts: The Credibility of the page, The expectation Management, Other relevant questions, and finally which elements I’d include to improve the CRO of the page.
Credibility:
In this section, I ask myself if the content is trustworthy and if it addresses the questions that visitors may have.
The main element I look for is social proof.
In the case of Ziik.io, you can see several social proof elements, such as reviews, company logos, and summaries.
Starting with the header, you can observe a customer rating. This element stands out and signals that other people are using and liking the product.
It also engages you and encourages further scrolling.
Companies logos:
Reviews:
Testimonials…
And more testimonials in the sign up landing page to continue delivering credibility in one critical step of the journey.
Expectation Management:
The goal is to ensure users know what to expect and to mitigate ambiguity.
Here are some questions I ask myself during this part of the process:
- When, how, and who will contact me?
- What is the price?
- Will I get spammed?
- Is a credit card required?
- Is the onboarding process difficult?
- Can I cancel anytime?
Back to the study case… They answer some critical questions right in the header:
Additionally, on the sign-up page, they manage expectations very well by addressing the main FUDs (Fears, Uncertainties, and Doubts) of the users in advance.
– A GIFT FOR YOU BEFORE YOU CONTINUE READING-
>> Learn how to build the perfect lead-gen form to get more SQLs here. <<
After completing the form, they also mitigate user anxiety by clearly showing the next steps. Furthermore, they allow you to book a demo.
Other relevant questions for the FUDs audit checklist:
- Does the site answer typical questions on transactional page?
I would say yes in this case. There are visible quotes that address common questions and alleviate fears and doubts
Maybe there are more important questions that arise after the user completes the form.
It would be useful to get feedback and interview the sales or onboarding team to better understand user thoughts during this part of the process.
- Is there a FAQ page?
Yes they do!
They use an entire help center that is not only useful for the users but for the actual customers:
- Is there a chat available?
No, at least during the date when I’m writing this teardown.
- Is explained why the information is needed?
Despite the fact that the lead-gen form doesn’t contain many fields and that they address anxiety and expectations well, it would also be helpful to explain why they need the information.
In this case, for instance, the phone number is not a required field. So, does it make sense to include it? Does it help qualify the lead? If so, would be good to make it mandatory and explain why is it needed.
Then, the “Invite your colleagues” field…
Do I really need to invite my colleagues right now? I just want to take a look first.
Perhaps removing the non-required fields could result in a step with less friction for the user.
But this is just a hypothesis. It’s important to understand the information required for the sales team to qualify a lead and optimize the form accordingly.
Is there something I would add?
As mentioned earlier, there isn’t a chat available for visitors.
I would add a chat not only to provide users with a direct channel of communication but also because it offers valuable insights into user behavior and preferences.
Since a video could potentially increase the conversion rate by up to 80%, I would include one on the homepage.
Would you want me to do a teardown for your page?
I honestly love ziik.io page and how they address barriers and deliver value all along the journey.
If you work on a Saas and would like to do a teardown of your page you can connect with me and send me a message via linkedin here.
See you around! 🙂
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