Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

How to recognize & fix the weak points of your website

1,935 views

Published on

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.

Published in: Marketing

How to recognize & fix the weak points of your website

  1. 1. How to recognize & fix the weak points of your website Karl Gilis
  2. 2. Karl Gilis - @AGConsult Since 2001 User research | Usability | UX | CRO | Digital Growth
  3. 3. We help 10 of the world top 100 companies to grow online @agconsult
  4. 4. Some of our clients @agconsult
  5. 5. @agconsult
  6. 6. @agconsult
  7. 7. @agconsult Make an appointment
  8. 8. @agconsult
  9. 9. @agconsult
  10. 10. @agconsult
  11. 11. @agconsult
  12. 12. Part 1 What is wrong with online marketing? @agconsult
  13. 13. @agconsult
  14. 14. What’s wrong with you? @agconsult
  15. 15. 83% more requests for a quote 44% more dealer searches @agconsult
  16. 16. @agconsult
  17. 17. @agconsult
  18. 18. Where do people look (2010)? @agconsult
  19. 19. @agconsult
  20. 20. Where do people look (2017)? @agconsult
  21. 21. @agconsult
  22. 22. Stop trusting your gut feeling @agconsult
  23. 23. Start learning the basic principles @agconsult
  24. 24. Go to https://academie.agconsult.com/ for trainings about usability & conversion @agconsult
  25. 25. Why do you think that design needs to be visually impressive? @agconsult
  26. 26. 16 years ago when I started in this business... @agconsult
  27. 27. @agconsult
  28. 28. @agconsult
  29. 29. @agconsult
  30. 30. @agconsult
  31. 31. @agconsult
  32. 32. @agconsult
  33. 33. Video backgrounds are the new sliders They're a distraction @agconsult
  34. 34. @agconsult
  35. 35. + 28% more clicks @agconsult
  36. 36. Sliders suck. Always. Except when they are just image slides. Without separate messages. @agconsult
  37. 37. Stop this bullshit marketing @agconsult
  38. 38. Hope is not a strategy @agconsult
  39. 39. Data-driven marketing? @agconsult
  40. 40. @agconsult
  41. 41. The tool is never the solution @agconsult
  42. 42. Know when to use which tool & method @agconsult
  43. 43. How to ask the right questions @agconsult
  44. 44. How to analyze data in a correct way @agconsult
  45. 45. How to turn insights into changes that result in big uplifts in sales and revenue @agconsult
  46. 46. Part 2 What you can learn from the tools @agconsult
  47. 47. 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 @agconsult
  48. 48. 1. Click heatmaps
  49. 49. People clicking on things that are not clickable @agconsult
  50. 50. @agconsult
  51. 51. They reveal what your visitors want @agconsult
  52. 52. @agconsult
  53. 53. @agconsult
  54. 54. @agconsult
  55. 55. @agconsult
  56. 56. @agconsult
  57. 57. 2. Scroll heatmaps
  58. 58. @agconsult
  59. 59. @agconsult
  60. 60. 50% of visitors leave before this point. 50% scroll mark @agconsult
  61. 61. So, for those who claim that the page fold doesn't exist @agconsult
  62. 62. About 20% loss of visitors in this section Fluffy stuff @agconsult
  63. 63. • 14,6% more people visit one of the product pages • 7,7% more requests for offer @agconsult
  64. 64. 14% are leaving the page  False bottom and fluffy photo? @agconsult
  65. 65. Drop-off reduced from 14 to 7%. @agconsult
  66. 66. 17,1% leaves the page here. 9,3% increase in conversions @agconsult
  67. 67. Optimisation is a continuous process. Everything can always be improved. @agconsult
  68. 68. 3. User session recordings
  69. 69. Frustration @agconsult
  70. 70. @agconsult
  71. 71. Confusion @agconsult
  72. 72. @agconsult
  73. 73. Can’t find what I’m looking for @agconsult
  74. 74. @agconsult
  75. 75. @agconsult
  76. 76. 4. Form analysis
  77. 77. 52,9% more requests for offer @agconsult
  78. 78. Too many low quality leads @agconsult
  79. 79. What form analysis taught us @agconsult
  80. 80. 43,7% more good requests for offer. @agconsult
  81. 81. @agconsult
  82. 82. @agconsult
  83. 83. @agconsult
  84. 84. All this is nice. But optimisation is more than fixing stuff @agconsult
  85. 85. If you get big uplifts from design changes, your design sucks @agconsult
  86. 86. But if your design is kinda okay, more effort is needed. Change behaviour. @agconsult
  87. 87. Part 3 How to bring this to the next level? @agconsult
  88. 88. Customer-centric marketing Based on research and data. @agconsult
  89. 89. 80% of companies say they're customer-centric Only 8% of their customers agree @agconsult
  90. 90. How do you close this gap? @agconsult
  91. 91. How do you overcome the disconnect between you and your customer? @agconsult
  92. 92. In-depth knowledge of your customer @agconsult
  93. 93. I’m not talking about social- demographic data @agconsult
  94. 94. I want to know why people buy from you! @agconsult
  95. 95. Their explicit and implicit motivation @agconsult
  96. 96. Their emotions @agconsult
  97. 97. 1. Always start with the customer @agconsult
  98. 98. @agconsult
  99. 99. @agconsult
  100. 100. @agconsult
  101. 101. @agconsult
  102. 102. no destination in mind 43% time frame in mind 51% 78% no fixed dates type of holiday (sun, culture,…) 84% @agconsult
  103. 103. @agconsult
  104. 104. 2. Don’t try to impress with your product @agconsult
  105. 105. @agconsult
  106. 106. Why are you looking for a carport? Be as specific as possible. @agconsult
  107. 107. 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? @agconsult
  108. 108. @agconsult
  109. 109. 77,1% more requests for a quote @agconsult
  110. 110. Zoom in on the problems and situation of the visitor first. Karl Gilis - @agconsult
  111. 111. @agconsult Case from Joanna Wiebe - @copyhackers
  112. 112. 49% more sales @agconsult Case from Joanna Wiebe - @copyhackers
  113. 113. Don’t make it about you. Make it all about them. Karl Gilis - @agconsult
  114. 114. @agconsult
  115. 115. 3. You need different sales pitches @agconsult
  116. 116. @agconsult
  117. 117. Different pages for different stages in the awareness funnel Karl Gilis - @agconsult
  118. 118. @agconsult For newbies For users of the free version
  119. 119. If you target the average visitor, you’ll get average results Karl Gilis - @agconsult
  120. 120. 4. Be precise @agconsult
  121. 121. @agconsult
  122. 122. @agconsult
  123. 123. @agconsult
  124. 124. @agconsult
  125. 125. What's the goal of my website What's the goal of my visitors Karl Gilis - @agconsult
  126. 126. What do they want to achieve? What are their frustrations? What are their fears & barriers? Karl Gilis - @agconsult
  127. 127. @agconsult
  128. 128. Your goal? #makeyourvisitorshappy Karl Gilis - @agconsult
  129. 129. Give them what they want and you’ll get what you want. Karl Gilis - @agconsult
  130. 130. 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/
  131. 131. Go to https://academie.agconsult.com/ for trainings about usability & conversion @agconsult
  132. 132. That's it! Thx @agconsult karl@agconsult.com www.agconsult.com

×