15 Conversion Killers and Effective Remedies

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Conversion Killers Dr Karl Blanks and Ben Jesson I’m going to squander your traffic

What you’ll get in the next 45 minutes 15 conversion killers Effective remedies 1 2 3 Which ones affect you

Split tests Page A Page B New Winner! Page C New Winner!

Continuous improvement Page A Page B Page C Page D

Multivariate testing (MVT, Taguchi, …) ,[object Object],[object Object]

… for a page with a conversion rate of 5%

… for a page with a conversion rate of 5% More profit More fun Much much much quicker Bold, targetted changes “ Meek tweaking” No wins Disheartening Lose commitment

See conversion-rate-experts.com/articles

#3: Customer isn’t in “shopping mode” I’m just looking, thanks

Customer isn’t in “shopping mode” ,[object Object]

M&M Trail for a seller of fishing boats ,[object Object],What the visitor wants What the company wants How to do it ,[object Object],[object Object]

A better M&M Trail for a seller of fishing boats ,[object Object],What the visitor wants ,[object Object],[object Object],[object Object],[object Object],What the company wants ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],How to do it

#4: Unclear value proposition I don’t know what you do

#5: Lack of trust I find my lack of faith disturbing

#6: Lack of interest I don’t need this type of product

#8: Usability I can’t work out how to order

#9: Product-specific objections Does it accept SD memory cards?

#10: "Fatal distraction” [Doorbell rings]

#11: Don’t believe your company or product is any good

Proof incorporation: a “proof magnet” Media mentions Celebrity associations Expert reviews Customer testimonials Proof Proof Proof Proof

Proof investment Media mentions Achievements Expert reviews Customer testimonials Proof Proof Proof Proof

The power of niching ,[object Object],[object Object]

#14: Prospect defers decision I’ll go away and think about it

Pre-selling tips ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

See three of our most popular reports , at http://www.conversion-rate-experts.com/articles/ 1

2 Get a free annotated screenshot of a $1 million landing page by signing up to our free newsletter.

3 Conversion Clinic at 12:00 in the expo hall

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15 Conversion Killers and Effective Remedies

1. Conversion Killers Dr Karl Blanks and Ben Jesson I’m going to squander your traffic

2. What you’ll get in the next 45 minutes 15 conversion killers Effective remedies 1 2 3 Which ones affect you

4. 2004 2005 2006

10.

11.

12. 16 conversion killers

13. #1: Not split testing

14. Before-and-after tests stink

15. Split tests Page A Page B New Winner! Page C New Winner!

16. Continuous improvement Page A Page B Page C Page D

17.

18.

19. #2: "Meek tweaking”

20. GI  GO

21. … for a page with a conversion rate of 5%

22. … for a page with a conversion rate of 5% More profit More fun Much much much quicker Bold, targetted changes “ Meek tweaking” No wins Disheartening Lose commitment

23.

24. O/CO objection/counter-objection

25. See conversion-rate-experts.com/articles

26. #3: Customer isn’t in “shopping mode” I’m just looking, thanks

27.

28.

29.

30. #4: Unclear value proposition I don’t know what you do

31.

32. #5: Lack of trust I find my lack of faith disturbing

33.

34. #6: Lack of interest I don’t need this type of product

35.

36.

37.

38. #7: Confusion I don’t understand you

39.

40.

41. #8: Usability I can’t work out how to order

42.

43. #9: Product-specific objections Does it accept SD memory cards?

44.

45.

46. #10: "Fatal distraction” [Doorbell rings]

47.

48. #11: Don’t believe your company or product is any good

49. Proof incorporation: a “proof magnet” Media mentions Celebrity associations Expert reviews Customer testimonials Proof Proof Proof Proof

50. Proof investment Media mentions Achievements Expert reviews Customer testimonials Proof Proof Proof Proof

51. #12: Your competitor gets the sale

52.

53. #13: Too much perceived risk

54. #14: Prospect defers decision I’ll go away and think about it

55.

56. #15: The merchant’s site is terrible

57.

58. #16: Bad prior experience

59.

60.

61.

62.

63.

64. Killers Diagnosis Remedy

65. Here’s what you should do now…

66. See three of our most popular reports , at http://www.conversion-rate-experts.com/articles/ 1

67. 2 Get a free annotated screenshot of a $1 million landing page by signing up to our free newsletter.

68. 3 Conversion Clinic at 12:00 in the expo hall

69. 4 Free eyetracking at Stand 78

70.

15 Conversion Killers and Effective Remedies

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