5 Deadly Sins of Conversion Optimization

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Nearly everybody who runs a leadgen or an ecommerce site is guilty of one of these mistakes that hurt your conversion rate dramatically.

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5 Deadly Sins of Conversion Optimization

  1. 1. 5 Deadly Sins of Optimization that nearly everybody is guilty of.... @morys
  2. 2. © Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN Experiment 1
  3. 3. What‘s it about?
  4. 4. Electric shaver?
  5. 5. Travel???
  6. 6. Fashion?
  7. 7. © Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN Experiment 2
  8. 8. © Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN What do you think?
  9. 9. © Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN Experiment 3
  10. 10. © Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN Deadly Sin #1: NO RELEVANCE.
  11. 11. No creativity porn. Please. Don‘t try to be creative. People won‘t be able to decode your uber- intelligent message. They bounce
  12. 12. „We are“ -> „You can“
  13. 13. „What‘s in it for me?“ Answer this question first.
  14. 14. „Is it for people like me?“ Or is it for people who are looking for stoned rabbits?
  15. 15. © Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN
  16. 16. © Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN
  17. 17. © Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN
  18. 18. © Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN
  19. 19. © Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN Conversion Rates are higher on pages with fewer options.
  20. 20. © Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN Decisions Hurt.
  21. 21. © Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN Page 1 of 14. Can you spot the filters?
  22. 22. © Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN This looks ugly but behaves like a sales person. It works.
  23. 23. © Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN
  24. 24. © Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN Deadly Sin #2: TOO MANY CHOICES
  25. 25. Never show too many options.
  26. 26. Use filters and facets to facilitate a decision.
  27. 27. Deliver a product comparison.
  28. 28. Show the factor that makes the difference.
  29. 29. © Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN
  30. 30. © Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN Where is the service? Is there service?
  31. 31. © Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN
  32. 32. © Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN
  33. 33. © Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN These are important values!
  34. 34. Real people make it human.
  35. 35. © Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN Deadly Sin #3: HIDDEN VALUE
  36. 36. Show users what makes you different.
  37. 37. No matter what it is.
  38. 38. Be authentic.
  39. 39. Be human.
  40. 40. very visual.
  41. 41. very emotional...
  42. 42. inline videos are stimulating...
  43. 43. BAM! Until you recht the checkout.
  44. 44. If you think Burberry did it wrong -look at DELL. And remember: Every single dollar of revenue has to go through this form.
  45. 45. You are too dumb to use our shop. Haahahahaha. (Evil Laughter) If this would be a behaviour in reality....
  46. 46. Menwhile at Burberry: „Your sesssion will time out shortly and you will have to re-enter all data.“ (evil laughter)
  47. 47. © Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN Deadly Sin #4: FOCUS ON MISTAKES
  48. 48. Encourage users in their decisions.
  49. 49. Tell them what they‘ve done right.
  50. 50. Re-inforce guarantees.
  51. 51. ✓ Use little green checks. It feels great.
  52. 52. Now For Something Completely Different.
  53. 53. © Andre Morys, Web Arts AG www.web-arts.com66 2011 2012 2013 2014
  54. 54. © Andre Morys, Web Arts AG www.web-arts.com67 2011 2012 2013 2014 ✔ sofort lieferbar
  55. 55. © Andre Morys, Web Arts AG www.web-arts.com68 2011 2012 2013 2014 ✔ sofort lieferbar ➤ weiter Fertig
  56. 56. © Andre Morys, Web Arts AG www.web-arts.com69 2011 2012 2013 2014 +13,8 % Revenue Uplift
  57. 57. © Andre Morys, Web Arts AG www.web-arts.com70 2011 2012 2013 2014
  58. 58. © Andre Morys, Web Arts AG www.web-arts.com71 2011 2012 2013 2014
  59. 59. © Andre Morys, Web Arts AG www.web-arts.com72 2011 2012 2013 2014
  60. 60. © Andre Morys, Web Arts AG www.web-arts.com73 „If you double the number of experiments you do per year you're going to double your inventiveness“ Jeff Bezos
  61. 61. © Andre Morys, Web Arts AG www.web-arts.com74 Don‘t call it Conversion Rate Optimization. Call it Growth Rate Optimization.
  62. 62. © Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN Deadly Sin #5: WASTING CONVERSIONS
  63. 63. Use every single conversion in a test.
  64. 64. Don‘t test button colors.
  65. 65. Be faster than your competitor.
  66. 66. JFDI. You‘re a conversion HERO!
  67. 67. © Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN André Morys andre.morys@web-arts.com Tel. +49.6172.68097-15 @morys www.web-arts.com Thank You!

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