> > http://www.prisonyardworkout.com
Wow. OK, I'll bite. I think your conversion rate issue runs more deeply into psychology than interface design. The product may be great, and with such a reasonable price tag, the potential benefits likely far outweigh the barrier to entry. The site also has some of the essential ingredients for successful conversion frameworks. The problem, I think, is the overwhelming creepy feeling you get by loading the page. I mean, it's a real struggle to get past the first impression and think to yourself, "OK, OK, so they were inmates—who cares? That doesn't mean they're bad all around—it could mean they're great at workouts." No one should have to go through all that mental work to rationalize their interest in the product. This happens because the main image on the site (in the header), the featured story, etc, is about prison, not about workouts. And I'm betting many people don't want to associate themselves with inmates—at least not so directly. They don't want to have the image of tattooed bare-chested convicts pop into their heads while working out. The site is gray like a prison, edgy and grungy like a prison, etc. People like people who are like themselves. You can certainly keep the name—it's great to have an offbeat angle such as "Prisonyard Workout"—but everything else on the site should be about reflecting customers back to themselves, to play on their vanity (which is part of why they want to work out in the first place, right?) and to jump-start their sense of social proof. The images on the site should be of people the site's customers are more likely to know, or people they're likely to be themselves. Show customers people like them who have been successful, and take away anything prison-like, and potential customers will be more willing to buy. In other words, sell prison workouts without forcing people to identify with prisoners. -r- ________________________________________________________________ Welcome to the Interaction Design Association (IxDA)! To post to this list ....... [EMAIL PROTECTED] Unsubscribe ................ http://www.ixda.org/unsubscribe List Guidelines ............ http://www.ixda.org/guidelines List Help .................. http://www.ixda.org/help
