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.