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5 Deadly Sins of Conversion Optimization
 

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.

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 5 Deadly Sins of Conversion Optimization Presentation Transcript

    • 5 Deadly Sins of Optimization that nearly everybody is guilty of.... @morys
    • © Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN Experiment 1
    • What‘s it about?
    • Electric shaver?
    • Travel???
    • Fashion?
    • © Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN Experiment 2
    • © Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN What do you think?
    • © Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN Experiment 3
    • © Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN Deadly Sin #1: NO RELEVANCE.
    • No creativity porn. Please. Don‘t try to be creative. People won‘t be able to decode your uber- intelligent message. They bounce
    • „We are“ -> „You can“
    • „What‘s in it for me?“ Answer this question first.
    • „Is it for people like me?“ Or is it for people who are looking for stoned rabbits?
    • © Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN
    • © Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN
    • © Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN
    • © Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN
    • © Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN Conversion Rates are higher on pages with fewer options.
    • © Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN Decisions Hurt.
    • © Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN Page 1 of 14. Can you spot the filters?
    • © Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN This looks ugly but behaves like a sales person. It works.
    • © Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN
    • © Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN Deadly Sin #2: TOO MANY CHOICES
    • Never show too many options.
    • Use filters and facets to facilitate a decision.
    • Deliver a product comparison.
    • Show the factor that makes the difference.
    • © Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN
    • © Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN Where is the service? Is there service?
    • © Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN
    • © Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN
    • © Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN These are important values!
    • Real people make it human.
    • © Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN Deadly Sin #3: HIDDEN VALUE
    • Show users what makes you different.
    • No matter what it is.
    • Be authentic.
    • Be human.
    • very visual.
    • very emotional...
    • inline videos are stimulating...
    • BAM! Until you recht the checkout.
    • If you think Burberry did it wrong -look at DELL. And remember: Every single dollar of revenue has to go through this form.
    • You are too dumb to use our shop. Haahahahaha. (Evil Laughter) If this would be a behaviour in reality....
    • Menwhile at Burberry: „Your sesssion will time out shortly and you will have to re-enter all data.“ (evil laughter)
    • © Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN Deadly Sin #4: FOCUS ON MISTAKES
    • Encourage users in their decisions.
    • Tell them what they‘ve done right.
    • Re-inforce guarantees.
    • ✓ Use little green checks. It feels great.
    • Now For Something Completely Different.
    • © Andre Morys, Web Arts AG www.web-arts.com66 2011 2012 2013 2014
    • © Andre Morys, Web Arts AG www.web-arts.com67 2011 2012 2013 2014 ✔ sofort lieferbar
    • © Andre Morys, Web Arts AG www.web-arts.com68 2011 2012 2013 2014 ✔ sofort lieferbar ➤ weiter Fertig
    • © Andre Morys, Web Arts AG www.web-arts.com69 2011 2012 2013 2014 +13,8 % Revenue Uplift
    • © Andre Morys, Web Arts AG www.web-arts.com70 2011 2012 2013 2014
    • © Andre Morys, Web Arts AG www.web-arts.com71 2011 2012 2013 2014
    • © Andre Morys, Web Arts AG www.web-arts.com72 2011 2012 2013 2014
    • © 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
    • © Andre Morys, Web Arts AG www.web-arts.com74 Don‘t call it Conversion Rate Optimization. Call it Growth Rate Optimization.
    • © Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN Deadly Sin #5: WASTING CONVERSIONS
    • Use every single conversion in a test.
    • Don‘t test button colors.
    • Be faster than your competitor.
    • JFDI. You‘re a conversion HERO!
    • © 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!