I’m going to 
squander 
your traffic 
“Gruesome conversion killers”
“Gruesome conversion killers” 
The most common causes of conversion death 
Tai Rattigan, Partnerships EMEA 
Dr Karl Blanks...
What you’ll get from this talk 
The most common conversion killers 
Effective remedies 
1 
2 
3 
How to identify which one...
About Optimizely
Team: 4 
265 
7500+ 
Customers: 117
Some of our clients
About 
Conversion Rate Experts
How we became 
“conversion obsessed”
Google took notice
Our clients Our results
The killers
The most common 
conversion killers
#1: Not split-testing
Before-and-after tests stink 
Conversions 
www.conversion-rate-experts.com/cro-tips/
#2: “Meek tweaking”
GI à GO
…for a page with a 
conversion rate of 5% 
How long will your A/B split-test take?
…for a page with a 
conversion rate of 5% 
How long will your A/B split-test take? 
2
…for a page with a 
conversion rate of 5% 
How long will your A/B split-test take? 
23
…for a page with a 
conversion rate of 5% 
How long will your A/B split-test take?
How long will your A/B split-test take? 
Bold, “Meek tweaking” targetted changes 
…for a page with a 
conversion rate of 5...
www.conversion-rate-experts.com/methodology/
O/CO 
objection/counter-objection
www.conversion-rate-experts.com/understanding-your-visitors/
I’m just 
looking, 
thanks 
#3: Visitor isn’t in “shopping mode”
Visitor isn’t in “shopping mode” 
§ “Just browsing,” “researching,” “window 
shopping.”
Reese’s Pieces Trail for a seller of fishing boats 
What the visitor wants What the company wants How to do it 
§ To look...
A better Reese’s Pieces Trail for a seller of fishing boats 
What the visitor wants 
§ To look at inflatable fishing 
boa...
I don’t know 
what you do 
#4: Unclear value proposition
#5: Lack of trust 
I find my 
lack of faith 
disturbing
I don’t need 
this type 
of product 
#6: Lack of interest
Killers Diagnosis Remedy
End of Part I 
To be continued on October 23
What you should do now 
Grow your optimization skills: 
http://learn.optimizely.com 
Get your free CRO toolkit: 
www.conve...
Q&A 
Grow your optimization skills: 
http://learn.optimizely.com 
Get your free CRO toolkit: 
www.conversion-rate-experts....
Conversion killers, part 1 – for a webinar with Optimizely EMEA
Conversion killers, part 1 – for a webinar with Optimizely EMEA
Conversion killers, part 1 – for a webinar with Optimizely EMEA
Conversion killers, part 1 – for a webinar with Optimizely EMEA
Conversion killers, part 1 – for a webinar with Optimizely EMEA
Conversion killers, part 1 – for a webinar with Optimizely EMEA
Conversion killers, part 1 – for a webinar with Optimizely EMEA
Conversion killers, part 1 – for a webinar with Optimizely EMEA
Conversion killers, part 1 – for a webinar with Optimizely EMEA
Conversion killers, part 1 – for a webinar with Optimizely EMEA
Conversion killers, part 1 – for a webinar with Optimizely EMEA
Conversion killers, part 1 – for a webinar with Optimizely EMEA
Conversion killers, part 1 – for a webinar with Optimizely EMEA
Conversion killers, part 1 – for a webinar with Optimizely EMEA
Conversion killers, part 1 – for a webinar with Optimizely EMEA
Conversion killers, part 1 – for a webinar with Optimizely EMEA
Conversion killers, part 1 – for a webinar with Optimizely EMEA
Conversion killers, part 1 – for a webinar with Optimizely EMEA
Conversion killers, part 1 – for a webinar with Optimizely EMEA
Conversion killers, part 1 – for a webinar with Optimizely EMEA
Conversion killers, part 1 – for a webinar with Optimizely EMEA
Conversion killers, part 1 – for a webinar with Optimizely EMEA
Conversion killers, part 1 – for a webinar with Optimizely EMEA
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Conversion killers, part 1 – for a webinar with Optimizely EMEA

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Conversion killers, part 1 – for a webinar with Optimizely EMEA

  1. 1. I’m going to squander your traffic “Gruesome conversion killers”
  2. 2. “Gruesome conversion killers” The most common causes of conversion death Tai Rattigan, Partnerships EMEA Dr Karl Blanks, Chairman
  3. 3. What you’ll get from this talk The most common conversion killers Effective remedies 1 2 3 How to identify which ones affect you
  4. 4. About Optimizely
  5. 5. Team: 4 265 7500+ Customers: 117
  6. 6. Some of our clients
  7. 7. About Conversion Rate Experts
  8. 8. How we became “conversion obsessed”
  9. 9. Google took notice
  10. 10. Our clients Our results
  11. 11. The killers
  12. 12. The most common conversion killers
  13. 13. #1: Not split-testing
  14. 14. Before-and-after tests stink Conversions www.conversion-rate-experts.com/cro-tips/
  15. 15. #2: “Meek tweaking”
  16. 16. GI à GO
  17. 17. …for a page with a conversion rate of 5% How long will your A/B split-test take?
  18. 18. …for a page with a conversion rate of 5% How long will your A/B split-test take? 2
  19. 19. …for a page with a conversion rate of 5% How long will your A/B split-test take? 23
  20. 20. …for a page with a conversion rate of 5% How long will your A/B split-test take?
  21. 21. How long will your A/B split-test take? Bold, “Meek tweaking” targetted changes …for a page with a conversion rate of 5% More profit More fun Much much much quicker No wins Disheartening Lose commitment
  22. 22. www.conversion-rate-experts.com/methodology/
  23. 23. O/CO objection/counter-objection
  24. 24. www.conversion-rate-experts.com/understanding-your-visitors/
  25. 25. I’m just looking, thanks #3: Visitor isn’t in “shopping mode”
  26. 26. Visitor isn’t in “shopping mode” § “Just browsing,” “researching,” “window shopping.”
  27. 27. Reese’s Pieces Trail for a seller of fishing boats What the visitor wants What the company wants How to do it § To look at inflatable fishing boats. § Get the visitor to click on the § Sales copy “Buy now” button (or order by phone), then pay.
  28. 28. A better Reese’s Pieces Trail for a seller of fishing boats What the visitor wants § To look at inflatable fishing boats. What the company wants § Become their “trusted advisor”. § Integrate them into your community § Capture their email address § Get the visitor to click on the “Buy now” button (or order by phone), then pay. How to do it § Offer valuable free reports § Offer useful selection tools § Have a forum § Compelling reasons to give their email address in return for more: § Valuable free report § Free DVD about fishing boats § A useful email course, delivered daily § Sales copy
  29. 29. I don’t know what you do #4: Unclear value proposition
  30. 30. #5: Lack of trust I find my lack of faith disturbing
  31. 31. I don’t need this type of product #6: Lack of interest
  32. 32. Killers Diagnosis Remedy
  33. 33. End of Part I To be continued on October 23
  34. 34. What you should do now Grow your optimization skills: http://learn.optimizely.com Get your free CRO toolkit: www.conversion-rate-experts.com/learning-zone/
  35. 35. Q&A Grow your optimization skills: http://learn.optimizely.com Get your free CRO toolkit: www.conversion-rate-experts.com/learning-zone/

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