1.
Don’t Do Anything On Your Website
You Wouldn’t Do On a First Date
Karl Gilis
@agconsult

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The dating principle
Karl Gilis
@agconsult

3.
Karl Gilis - @AGConsult
Since
2001

4.
Some of our clients

5.
1. Be on time
Nobody likes to be kept waiting
@agconsult

6.
1 second slower 7% decrease in conversion

7.
2,2 seconds faster
15,5% more downloads

8.
From 4 to 1,2 seconds
12% more revenue
25% more pageviews

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.
"Web design isn't about adding stuff.
It's about keeping only those elements
that add to the bottom line."
Karl Gilis - @agconsult

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2. Be patient
Don't start with a French kiss. Build some kind of relationship first.
@agconsult

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It will probably work on short term.
But is this the kind of relationship you want?
Karl Gilis - @agconsult

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

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• 300% increase in monthly sales leads.
• 48.54% lift in sales.

15.
8% of our blog readers download a pdf-version
or pdf-upgrade of our articles

16.
Start testing with delayed overlays
Even if you hate them.
Yes: even if you really, really hate them.
@agconsult

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Be subtle
Don't force your visitor. Your time will come.
@agconsult

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3. Don't tell your life story in the 1st minute
You don't need to fill every silence.
@agconsult

19.
"Limit the number of elements
and your message will be clearer."
Jason Gross

20.
55% more clicks in the same screen real estate,
after reducing the number of messages from 4 to 2.

21.
Don't overwhelm your visitors
Less is more.
@agconsult

22.
White space has never killed a visitor.
Karl Gilis - @agconsult

23.
78% more clicks from
this landing page to a
product page.

24.
Use bullet lists
Especially above the fold on product and landing pages.
@agconsult

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4. Don't shout for attention. Give attention.
You're already on a date. They already showed some interest in you.
@agconsult

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28% more clicks

27.
Sliders suck. Always.
Except when they are just image slides. Without separate messages.
@agconsult

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.
Question:
You just bought an apartment and you
want to get insurance for it.

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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.
This variation performed best on all questions.
• 61% direct succes
• 19% indirect succes
• 20% fails

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.
"Offline marketing is about
getting attention.
Online marketing is about
paying attention."
Gerry McGovern

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5. Make sure you get the attention you deserve
Minimize the risk of distraction.
@agconsult

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@agconsult

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@agconsult

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On this landing page, we deleted the
floating main navigation.
This resulted in an uplift of over 24,2%.

38.
Removing the main navigation, resulted in a
significant lift in bookings.

39.
Remove navigation, especially for
visitors coming from specific search
queries
When navigation turns into a distraction, remove or hide it.
@agconsult

40.
11,4% more sales
Heb je een kortingscode?

41.
Remove clutter
Consider everything that doesn't result in more conversion as clutter.
@agconsult

42.
"For every element on a web page
there should be a
clear justification why it's there."
Karl Gilis - @agconsult

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6. Show interest in your date
Don't make it all about you.
@agconsult

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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.
@agconsult

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@agconsult

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@agconsult

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@agconsult

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@agconsult

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#greatmarketingstartswithnotsucking
Avinash Kaushik

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What's the goal of my website
What's the goal of my visitors
Karl Gilis - @agconsult

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Ask your visitors & (potential) clients
the right questions
Targeted surveys and interviews are my favourite methods.
. @agconsult

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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?

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What is the purpose of your visit to our website today?

55.
23 x more people use the
dealer locator

56.
Give people what they want
As long as it helps your business.
. @agconsult

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What is the purpose of your visit to our website today?

58.
120,4% more dealer searches

59.
Top tasks can be different from
device to device
Once again: do your research!
. @agconsult

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.
Know what your clients & visitors want
And get filthy rich 
. @agconsult

62.
Stop selling the way you want to sell
Sell the way people want to buy
Karl Gilis - @agconsult

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7. Tell something interesting first
Don't bore your date to death. Make sure they want to know more about you.
@agconsult

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Only 52,41% of visitors scrolled to this part

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Original

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Variation

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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.
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

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Average fold
50% scroll mark
50% scroll mark

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What’s above the fold really matters
Although designers keep saying the page fold is a myth, it really isn't.
@agconsult

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.
Be careful with graphs and numbers like these.
There is no such thing as the ideal number of fields.

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@agconsult

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You have to find out what works best for
your website
@agconsult

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You have to find out what works best for
your audience
@agconsult

76.
You have to find out what works best for
your product or service
@agconsult

77.
52,9% more requests for offer

78.
Too many low quality leads

79.
Formisimo reveals which fields caused most problems
Instead of gambling, do your research!

80.
43,7% more good requests for offer.

81.
Make forms as good as possible
Tools like Formisimo reveal where the real problems are.
@agconsult

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9. Give compliments!
Make your date feel good. Don't focus on the small imperfections.
@agconsult

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No difference at all.

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5,9% more sales on desktop and tablets

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61% more sales on smartphones

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0
10
20
30
40
50
60
Design changes Less friction Words & behaviour
Average impact on conversion per type of test

87.
If you don't care about words,
you're a decorator.
Not a designer.
Karl Gilis - @agconsult

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.
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.
@agconsult

91.
Our job?
#makingvisitorshappy
Karl Gilis - @agconsult

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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
 www.agconsult.com/ebook.html
 www.slideshare.net/agconsult
Already more than 6.865 downloads

93.
That's it!
Thx
@agconsult
karl@agconsult.com
www.agconsult.com