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Don't do anything on your website you wouldn't do on a first date


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Treat the visitors of your website with respect. Don't let them wait, give attention to their needs and don't do stupid things. Lots of cases from ab-tests.

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Don't do anything on your website you wouldn't do on a first date

  1. 1. Don’t Do Anything On Your Website You Wouldn’t Do On a First Date Karl Gilis @agconsult
  2. 2. The dating principle Karl Gilis @agconsult
  3. 3. Karl Gilis - @AGConsult Since 2001
  4. 4. Some of our clients
  5. 5. 1. Be on time Nobody likes to be kept waiting @agconsult
  6. 6. 1 second slower 7% decrease in conversion
  7. 7. 2,2 seconds faster 15,5% more downloads
  8. 8. From 4 to 1,2 seconds 12% more revenue 25% more pageviews
  9. 9. Fast loading times are important Technical stuff: Hosting – Image size – Limited number of scripts – Caching – Compression But most importantly: nu fluffy stuff, only show things that matter. @agconsult
  10. 10. "Web design isn't about adding stuff. It's about keeping only those elements that add to the bottom line." Karl Gilis - @agconsult
  11. 11. 2. Be patient Don't start with a French kiss. Build some kind of relationship first. @agconsult
  12. 12. It will probably work on short term. But is this the kind of relationship you want? Karl Gilis - @agconsult
  13. 13. Don't start with a modal overlay. Use delayed or exit overlays instead. Yes, most marketing people and designers hate overlays. But they do work. Especially if you use them in a smart way. @agconsult
  14. 14. • 300% increase in monthly sales leads. • 48.54% lift in sales.
  15. 15. 8% of our blog readers download a pdf-version or pdf-upgrade of our articles
  16. 16. Start testing with delayed overlays Even if you hate them. Yes: even if you really, really hate them. @agconsult
  17. 17. Be subtle Don't force your visitor. Your time will come. @agconsult
  18. 18. 3. Don't tell your life story in the 1st minute You don't need to fill every silence. @agconsult
  19. 19. "Limit the number of elements and your message will be clearer." Jason Gross
  20. 20. 55% more clicks in the same screen real estate, after reducing the number of messages from 4 to 2.
  21. 21. Don't overwhelm your visitors Less is more. @agconsult
  22. 22. White space has never killed a visitor. Karl Gilis - @agconsult
  23. 23. 78% more clicks from this landing page to a product page.
  24. 24. Use bullet lists Especially above the fold on product and landing pages. @agconsult
  25. 25. 4. Don't shout for attention. Give attention. You're already on a date. They already showed some interest in you. @agconsult
  26. 26. 28% more clicks
  27. 27. Sliders suck. Always. Except when they are just image slides. Without separate messages. @agconsult
  28. 28. "I really believe in less is more. But as a brand we want to push things on our homepage. And, as you know, an image says so much more than 1.000 words." Every marketeer in the world
  29. 29. Question: You just bought an apartment and you want to get insurance for it.
  30. 30. Only 3% clicks on the banner. 38% clicks on the direct link, much lower on the page. A big banner isn't the solution • 41% direct succes • 18% indirect succes • 42% fails 10% clicks on the general product category.
  31. 31. This variation performed best on all questions. • 61% direct succes • 19% indirect succes • 20% fails
  32. 32. Forget banners and other cries for attention The visitor is already on your website or your landing page. Pay attention to their needs. @agconsult
  33. 33. "Offline marketing is about getting attention. Online marketing is about paying attention." Gerry McGovern
  34. 34. 5. Make sure you get the attention you deserve Minimize the risk of distraction. @agconsult
  35. 35. @agconsult
  36. 36. @agconsult
  37. 37. On this landing page, we deleted the floating main navigation. This resulted in an uplift of over 24,2%.
  38. 38. Removing the main navigation, resulted in a significant lift in bookings.
  39. 39. Remove navigation, especially for visitors coming from specific search queries When navigation turns into a distraction, remove or hide it. @agconsult
  40. 40. 11,4% more sales Heb je een kortingscode?
  41. 41. Remove clutter Consider everything that doesn't result in more conversion as clutter. @agconsult
  42. 42. "For every element on a web page there should be a clear justification why it's there." Karl Gilis - @agconsult
  43. 43. 6. Show interest in your date Don't make it all about you. @agconsult
  44. 44. Question Why would you visit the website of a petrol station brand such as BP, Shell, Total, Opet or Kadoil? What is your goal?
  45. 45. @agconsult
  46. 46. @agconsult
  47. 47. @agconsult
  48. 48. @agconsult
  49. 49. @agconsult
  50. 50. #greatmarketingstartswithnotsucking Avinash Kaushik
  51. 51. What's the goal of my website What's the goal of my visitors Karl Gilis - @agconsult
  52. 52. Ask your visitors & (potential) clients the right questions Targeted surveys and interviews are my favourite methods. . @agconsult
  53. 53. Some of my favorite questions • On website • What is the purpose of your visit to our website today? • What are the most important things when buying …? • What’s keeping you from buying this product right now? • What’s holding you back from completing your purchase today? • What convinced you the most to decide to ask a quote? • Was there something that made you hesitate? If so, what? • Existing clients • What convinced you the most to buy this product from us? • What’s the one thing that nearly stopped you buying from us? • What would you miss most if your X broke down / if we took away X • What's the most important thing X helped you to achieve?
  54. 54. What is the purpose of your visit to our website today?
  55. 55. 23 x more people use the dealer locator
  56. 56. Give people what they want As long as it helps your business. . @agconsult
  57. 57. What is the purpose of your visit to our website today?
  58. 58. 120,4% more dealer searches
  59. 59. Top tasks can be different from device to device Once again: do your research! . @agconsult
  60. 60. What convinced you the most to decide to ask a quote? Was there something that made you hesitate? If so, what? 77,1% more requests for quote
  61. 61. Know what your clients & visitors want And get filthy rich  . @agconsult
  62. 62. Stop selling the way you want to sell Sell the way people want to buy Karl Gilis - @agconsult
  63. 63. 7. Tell something interesting first Don't bore your date to death. Make sure they want to know more about you. @agconsult
  64. 64. Only 52,41% of visitors scrolled to this part
  65. 65. Original
  66. 66. Variation
  67. 67. 32,5% more people reach this point: - Our version: 69,45% - Original: 52,41% 44,1% more people reach this point 100% more visitors go to a product detail page 76,2% more requests for quote 57,8% more brochure downloads
  68. 68. Don't be afraid of long pages. People do scroll. Not everything needs to be above the fold. But make sure visitors do scroll and convert. @agconsult
  69. 69. Average fold 50% scroll mark 50% scroll mark
  70. 70. What’s above the fold really matters Although designers keep saying the page fold is a myth, it really isn't. @agconsult
  71. 71. 8. Your first date isn't a police interrogation You've got plenty of time later on to really get to know eachother. @agconsult
  72. 72. Be careful with graphs and numbers like these. There is no such thing as the ideal number of fields.
  73. 73. @agconsult
  74. 74. You have to find out what works best for your website @agconsult
  75. 75. You have to find out what works best for your audience @agconsult
  76. 76. You have to find out what works best for your product or service @agconsult
  77. 77. 52,9% more requests for offer
  78. 78. Too many low quality leads
  79. 79. Formisimo reveals which fields caused most problems Instead of gambling, do your research!
  80. 80. 43,7% more good requests for offer.
  81. 81. Make forms as good as possible Tools like Formisimo reveal where the real problems are. @agconsult
  82. 82. 9. Give compliments! Make your date feel good. Don't focus on the small imperfections. @agconsult
  83. 83. No difference at all.
  84. 84. 5,9% more sales on desktop and tablets
  85. 85. 61% more sales on smartphones
  86. 86. 0 10 20 30 40 50 60 Design changes Less friction Words & behaviour Average impact on conversion per type of test
  87. 87. If you don't care about words, you're a decorator. Not a designer. Karl Gilis - @agconsult
  88. 88. Of course I want to tell another story about Suzuki. But I'm not going to tell it. Because I know you have 1 question.
  89. 89. Karl, why is there so much Suzuki in your talk? • I'm a Suzuki reseller • I only have one client • I want to illustrate you can do many things on 1 website. • From 6 to 84 requests for offer per day. That's a 1.300% increase.
  90. 90. @agconsult
  91. 91. Our job? #makingvisitorshappy Karl Gilis - @agconsult
  92. 92. Get my free ebook now  10 conversion tips that work on every website  15 cases from the real world  6 best practices from leading websites   Already more than 6.865 downloads
  93. 93. That's it! Thx @agconsult