How To Design The Perfect SlideDeck – A Step-by-Step Guide5 Comments
SlideDeck is designed to help you tell a powerful, engaging story that connects with visitors and compels them to take the actions you want. Whether you’re selling a product or service, SlideDeck lets you clearly communicate the value of what you’re selling in a way that makes it easy for readers to understand and act on. The more compelling the story, the more conversions you get. It’s really that simple. Here’s how you can use SlideDeck to tell a story that increases conversions from your website visitors.
If you like these tips, be sure to follow our Survival Guide Series. We’ll be tackling more ways for you to get the most out of your SlideDeck in future posts.
What’s the Story?
From the World’s Most Interesting Man to the mailman, each and every person, product and service has a story to tell. And stories are what sell. Tell a story that resonates with your website visitors and they are more likely to turn into a customers. SlideDeck is built to help you tell your story. But first, you need to determine what story you need to tell. The questions below will help build the base of your story.
What do you want to communicate in this SlideDeck?
- Your company
- A new product
- A line of products
- A brand
- A book
- A non-profit
- A film
Who is your audience?
- A business buyer
- A consumer
- A reseller
- Do you sell to a specific niche?
- Do you target a specific demographic?
What information does your buyer need to make an informed decision?
- What are the key benefits of what you’re selling?
- What is the return on investment?
- Product specifications
- Photo galleries
- Video demonstrations
By identifying what you’re trying to promote, who you’re trying to promote it to, and the information they need to make a decision, you’ll begin to shape a story that will resonate and drive conversions.
Break It Down
Once you know what story you want to tell and who you want to tell it to, you need to break it down into its component parts. These parts will become the slides in your SlideDeck. For example, if you’re selling a consumer product you might want to break down your SlideDeck into the following slides:
- What your product does – answer the big question, what problem is it solving?
- What your product is and what’s the primary benefit?
- What are the other core benefits?
- What are the product details and features?
- What does the product look like and how does it work?
- How do you buy the product and what does it cost?
Notice that we’ve broken down the story into a six slide SlideDeck. To keep readers engaged we recommend no more than seven slides.
Nail the Copy
SlideDeck is all about clearly and concisely communicating your key message. Writing tight, powerful copy is critical to achieving that goal. On the Web, less is definitely more. For each slide in your SlideDeck write one headline statement supported by either a brief sentence or one to two bullet points. Too much copy on any slide adds visual clutter, reducing the ability of the reader to quickly grasp the key takeaway. If you make your readers muddle through too much copy you’ll lose all but the most diligent visitors.
Use Meaningful Imagery
Writing is only part of the story. The images you choose are equally, if not more, important to visitors who are quickly skimming your site, trying to assess whether your product or service is right for them. Choose images that are relevant to each slide and complementary to your copy. Visitors must be able to quickly understand the main point of each slide, and the right photography and copy can work together to create a cohesive, clear message.
It’s All About the Call to Action
There’s nothing worse than visiting a website and having to figure what you need to do next. In fact, without clear direction, most people bounce. Don’t leave it up to your visitors to figure out what you want them to do. Build your SlideDeck so that each slide has a call to action that leads to the next, with the last slide being the big payoff – the conversion you want from each and every visitor.
By setting up your SlideDeck this way you’re creating a logical flow and funnel that walks the visitor down the path towards conversion, building your case the entire way. If you’ve done it right, your visitor is primed and ready to convert when they reached that last slide. This step-by-step funnel is what makes SlideDeck such a powerful conversion tool. And it’s how SlideDeck drives real improvements in conversion performance for websites.
Show Me the Money
CrazyEgg.com, a company that sells heat mapping software for websites, reported a 21.6% increase in conversions after adding a SlideDeck to their homepage. By creating a step-by-step walk through of their products and services, CrazyEgg is able to more effectively communicate the benefits of their service, leading to more new customers per visit.
Wrapping it All Up
The first key to creating a powerful SlideDeck is to create a story that engages and connects with visitors. You do this by:
- Identifying the story you want to tell
- Identifying who it’s for and what they need to know
- Breaking the story down into easy-to-digest pieces
- Writing great copy that drives action
- Picking images that help tell the story
- Having a strong call to action
Do these things well and you’ll have a SlideDeck that drives conversion, leading to more sales and more return on your website traffic.