Most websites can be improved. A lot. Unfortunately most marketers and designers have no clue how. They don't realize their websites are leaking money everywhere. This presentation shows you how to avoid some common mistakes. And more impoortant: what you can learn about your websites and your visitors by using the right tools and asking the right questions to your visitors. Conversion optimisation should based on in-depth user research, where you uncover the explicit and implicit motivation of your visitors.

1. How to recognize & fix the weak points of
your website
Karl Gilis

2. Karl Gilis - @AGConsult
Since
2001
User research | Usability | UX | CRO | Digital Growth

3. We help 10 of the world top 100 companies
to grow online
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4. Some of our clients
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Make an appointment

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12. Part 1
What is wrong with online marketing?
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14. What’s wrong with you?
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15. 83% more requests for a quote
44% more dealer searches
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18. Where do people look (2010)?
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20. Where do people look (2017)?
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22. Stop trusting your gut feeling
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23. Start learning the basic principles
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24. Go to https://academie.agconsult.com/
for trainings about usability & conversion
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25. Why do you think that design needs to be
visually impressive?
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26. 16 years ago when I started in this business...
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34. Video backgrounds are the new sliders
They're a distraction
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37. + 28% more clicks
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38. Sliders suck. Always.
Except when they are just image slides. Without separate messages.
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39. Stop this bullshit marketing
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40. Hope is not a strategy
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41. Data-driven marketing?
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43. The tool is never the solution
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44. Know when to use which tool & method
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45. How to ask the right questions
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46. How to analyze data in a correct way
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47. How to turn insights into changes that
result in big uplifts in sales and revenue
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48. Part 2
What you can learn from the tools
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49. So many methods & tools
Google Analytics
Scroll heatmaps
User session recordings
Click heatmaps
Form analysis
Targeted surveys
5 second tests
Interviews
Moderated user testing
First click tests
Tree structure tests
Online card sorting
Unmoderated user testing
Card sorting
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50. 1. Click heatmaps

51. People clicking on things that are not clickable
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53. They reveal what your visitors want
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59. 2. Scroll heatmaps

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62. 50% of visitors
leave before this
point.
50% scroll mark
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63. So, for those who claim that
the page fold doesn't exist
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64. About 20% loss of
visitors in this section
Fluffy stuff
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65. • 14,6% more people visit one of
the product pages
• 7,7% more requests for offer
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66. 14% are leaving the page
 False bottom and fluffy photo?
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67. Drop-off reduced from
14 to 7%.
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68. 17,1% leaves the page
here.
9,3% increase in
conversions
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69. Optimisation is a continuous process.
Everything can always be improved.
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70. 3. User session recordings

71. Frustration
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73. Confusion
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75. Can’t find what I’m looking for
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78. 4. Form analysis

79. 52,9% more requests for offer
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80. Too many low quality leads @agconsult

81. What form analysis taught us
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82. 43,7% more good requests for offer.
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86. All this is nice.
But optimisation is more than fixing stuff
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87. If you get big uplifts from design changes,
your design sucks
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88. But if your design is kinda okay,
more effort is needed.
Change behaviour.
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89. Part 3
How to bring this to the next level?
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90. Customer-centric marketing
Based on research and data.
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91. 80% of companies say they're
customer-centric
Only 8% of their customers agree
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92. How do you close this gap?
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93. How do you overcome the disconnect
between you and your customer?
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94. In-depth knowledge of your customer
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95. I’m not talking about
social- demographic data
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96. I want to know why people buy from you!
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97. Their explicit and implicit motivation
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98. Their emotions
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99. 1. Always start with the customer
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104. no destination in mind
43%
time frame in mind
51%
78%
no fixed dates
type of holiday (sun, culture,…)
84%
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106. 2. Don’t try to impress with your product
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108. Why are you looking for a carport? Be as specific as possible.
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109. Mail survey
• What convinced you the most to buy a carport from us?
• Was there something that made you hesitate? If so, what?
• If we would tear down your carport tomorrow, what would
you miss the most?
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111. 77,1% more requests for a quote
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112. Zoom in on the problems and situation
of the visitor first.
Karl Gilis - @agconsult

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Case from Joanna
Wiebe - @copyhackers

114. 49% more sales
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Case from Joanna
Wiebe - @copyhackers

115. Don’t make it about you.
Make it all about them.
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117. 3. You need different sales pitches
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119. Different pages for different stages
in the awareness funnel
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For newbies For users of the free version

121. If you target the average visitor,
you’ll get average results
Karl Gilis - @agconsult

122. 4. Be precise
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127. What's the goal of my website
What's the goal of my visitors
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128. What do they want to achieve?
What are their frustrations?
What are their fears & barriers?
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130. Your goal?
#makeyourvisitorshappy
Karl Gilis - @agconsult

131. Give them what they want
and you’ll get what you want.
Karl Gilis - @agconsult

132. 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
 http://conversion.agconsult.com/10tips/
Already more than 6.865 downloads
 http://conversie.agconsult.com/10tips/

133. Go to https://academie.agconsult.com/
for trainings about usability & conversion
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134. That's it!
Thx
@agconsult
karl@agconsult.com
www.agconsult.com