Installers have come a long way in the past couple of decades. Installers used to be cumbersome beasts that unpacked mountains of data. But now, installers are smarter, and don’t waste users’ time by making them stare at a progress bar.
The smartest installers download more quickly, and can use the installation process as an advertising opportunity. The concept of the sales funnel is common to sales and marketing. It describes the sales process beginning with first contact and ending with the final sale. And this idea of the funnel is being applied to marketing and advertising anywhere there is contact with a user, including during the installation.
The Installation Funnel
When you use an installation funnel, such as CodeFuel’s InstallFuel, you’ll be able to turn the installation process into an advertising funnel. InstallFuel adds an entirely new dimension and monetization opportunity to the installer. How can you use a smart installer like InstallFuel?
- You can use the installer to advertise third-party products and generate revenue.
- You can advertise your own products through the installer.
- CodeFuel configures its installer to suit your brand, giving you complete control over the look and feel of the installer.
- CodeFuel’s built-in analytics track user behavior, so you can find out what works, and fix what doesn’t.
When you use your installer as an advertising opportunity, suddenly you’re able to create an “installation funnel,” which you can customize and adjust to earn more revenue.
Designing Your Installation Funnel
There are several best practices when it comes to designing anything. Web pages, user interfaces, and app design all take cues from the same fundamental design principles. The goal of any funnel is to influence the user into making a purchase or completing an action. In the case of your installation funnel, the goal is to increase click-throughs on the products you’re advertising. In other words, you’re designing for conversion.
Design and Content
There are two basic rules when it comes to online content and copywriting: be concise and be relevant. People have short attention spans and little patience. That affects everything from web page load time to article paragraph length to download and installation time. When you’re deciding on which ads to show your customers, find out what would be the most relevant. The copywriting should be short and hard-hitting.
The text should have enough white space to enable easy reading. The typography – such as the font – should also enable easy reading. Fonts and typeface, like color, can convey moods, affect emotions, and influence a user’s cognitive performance.
Design and Colors
Since you can customize the colors, text, and logo of your install, you will certainly want to play around with adjustments to your installation funnel. Web designers and graphic designers use these colors when designing product packaging, web pages, and user interfaces. Test a few color changes to see if there are any effects on your conversion rates:
Red increases the heart rate. It is also associated with a sense of urgency, passion, excitement, and power.
Orange is aggressive, and is associated with urgent actions that a vendor wants you to take now – see Amazon’s buttons for some examples.
Yellow suggests optimism, joy, happiness, and youthfulness. Vendors often hope to reach younger demographics with this color.
Green indicates life, health, and sometimes wealth.
Blue is the most peaceful, calming color, and is associated with security and loyalty. Small changes can make a big difference.
One study by Crazy Egg found that 94% of web users who distrusted certain medical websites cited design as the primary reason. Other studies have found that simple changes, such as the size and color of a button, can alter conversions significantly. What’s the moral of the story?
Test Your Funnel
The smartest installers will include robust analytics for you to use and learn from. Use them to your advantage. CodeFuel’s Control Center offers A/B split-testing, customized reporting, and advanced editing tools. All analytics offer insight into the minds and needs of your users. If they don’t like something, you’ll know about it. When something works, you’ll know about it.
Use this data to improve the user experience and enhance the funnel from beginning to end. When you think of installation as a funnel, it becomes clear how much value smart installers bring to the table. You can use the funnel as a mechanism for generating revenue, you can customize the best installers to fit your brand, and you can analyze usage data to improve conversions.
When you look at it this way, using old installers just doesn’t seem very smart.