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.

Why you fail as a digital marketer / UX designer / digital strategist. And what to do about it.

4,332 views

Published on

Most people involved in online rely on gut feeling, opinions, so-called best practices and corporate guidelines. The result: websites that fail (probably without them realizing it). Discover why they fail and what to do about it. With lots of cases from ab-tests based on user research.

Published in: Business
  • Be the first to comment

Why you fail as a digital marketer / UX designer / digital strategist. And what to do about it.

  1. 1. 5 reasons why you fail as a digital marketer. And what to do about it! Karl Gilis @agconsult
  2. 2. Some of our clients
  3. 3. @agconsult I'm ging to show 2 versions of 3 pages. What do you think was the most succesful version?
  4. 4. Part 1 5 reasons why you fail as a digital marketer (or whatever fancy name is on your business card)
  5. 5. @agconsult
  6. 6. 1. You don't know the basic principles
  7. 7. 83% more requests for quote 44% more dealer searches @agconsult
  8. 8. @agconsult
  9. 9. @agconsult
  10. 10. Know the facts. Switch off autopilot! Don't hang on to outdated beliefs. Or what you've learned.
  11. 11. 2. You blindly follow so-called best practices
  12. 12. Make forms as short as possible! Place all fields underneath eachother! Really?
  13. 13. 14,2% more submitted requests for proposal @agconsult
  14. 14. @agconsult Instead of gambling, we researched what the problem fields were.
  15. 15. 43,7% more good requests for offer. @agconsult
  16. 16. 52,9% more requests for offer
  17. 17. Too many low quality leads @agconsult
  18. 18. Make forms as good as possible Find the balance between quality & quantity. @agconsult
  19. 19. @agconsult
  20. 20. 3. You believe what you like to believe
  21. 21. The page fold is a myth! Really?
  22. 22. @agconsult
  23. 23. Average fold 50% scroll mark 50% scroll mark
  24. 24. Yes, people do scroll. But what's above the fold is extremely important. PS: I'm not saying that everything should be above the fold.
  25. 25. @agconsult
  26. 26. 4. You trust your designer or agency
  27. 27. Sure that following them is a good idea? @agconsult
  28. 28. Most designers are driven by opinions @agconsult
  29. 29. They want to impress other designers @agconsult
  30. 30. They love new things @agconsult
  31. 31. They want to please you (and you don't know what works and what not) @agconsult
  32. 32. 28% more clicks
  33. 33. Sliders suck. Always. Except when they are just image slides. Without separate messages. @agconsult
  34. 34. 55% more clicks in the same screen real estate, after reducing the number of messages from 4 to 2.
  35. 35. Don't overwhelm your visitors Less is more. @agconsult
  36. 36. Don't get me wrong We have to look for new solutions all the time
  37. 37. Test. But do not blindly follow new hypes.
  38. 38. Stop designing ghost buttons! If you want people to click on it, it should draw attention! .
  39. 39. 5. You rely on gut feelings, opinions or corporate guidelines (which are based on opinions)
  40. 40. Don't rely on gut feelings @agconsult
  41. 41. Don't base decisions on opinions @agconsult
  42. 42. @agconsult
  43. 43. That's a sensitive issueNot in line with guidelines @agconsult
  44. 44. @agconsult
  45. 45. 48,6% drop in conversions
  46. 46. Adapt or die! Deloitte study from 2014 52% of the Fortune 500 companies from 2000 don't exist anymore @agconsult
  47. 47. But hey They buried their brand with pride Gerry McGovern @agconsult
  48. 48. The outcome of research should dictate corporate guidelines Not the other way around Els Aerts - @agconsult
  49. 49. Part 2 How to make sure your site will rock? 5 basic principles
  50. 50. 1. Know what works (and what doesn't)
  51. 51. 2. Really care about your users (so, start with real user research)
  52. 52. 80% of companies say they're customer-centric Only 8% of their customers agree @agconsult
  53. 53. Do user research
  54. 54. You have to find out what works best for your website
  55. 55. You have to find out what works best for your audience
  56. 56. You have to find out what works best for your product or service
  57. 57. @agconsult
  58. 58. There are many methods & tools available @agconsult
  59. 59. Targeted surveys @agconsult
  60. 60. 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?
  61. 61. What is the purpose of your visit to our website today?
  62. 62. 23 x more people use the dealer locator
  63. 63. Give people what they want As long as it helps your business. . @agconsult
  64. 64. What is the purpose of your visit to our website today?
  65. 65. 120,4% more dealer searches
  66. 66. Top tasks can be different from device to device Once again: do your research! . @agconsult
  67. 67. What are the most important things when buying a used car, besides price and the way it looks?
  68. 68. 26% more reservations
  69. 69. Know the top decision criteria of your audience And put those where most people look at first. .
  70. 70. 3. Stop gambling!
  71. 71. Change things without user research = gambling! @agconsult
  72. 72. Change things without testing = gambling! @agconsult
  73. 73. AB-testing without user research = gambling! @agconsult
  74. 74. 4. Understand the power of words (they have a bigger impact than design)
  75. 75. @agconsult
  76. 76. 14,3% more searches @agconsult
  77. 77. Use the same words your users do Not the ones you use. .
  78. 78. 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
  79. 79. Know what your clients & visitors want And get filthy rich  . @agconsult
  80. 80. Original
  81. 81. Variation • 32,5% more people starting to scroll • 57,8% more brochure downloads • 76,2% more requests for quote
  82. 82. Know the dreams, hopes, fears, doubts and barrieres of your audience. And they will become your clients . @agconsult
  83. 83. Stop selling the way you want to sell Sell the way people want to buy Karl Gilis - @agconsult
  84. 84. 5,9% more sales on desktop and tablets
  85. 85. 61% more sales on smartphones
  86. 86. Give compliments. Encourage users. Conversion optimisation is more than reducing friction! .
  87. 87. 0 10 20 30 40 50 60 Design changes Less friction Words & behaviour Average impact on conversion per type of test Based on all AB-tests we've done the past few years.
  88. 88. 5. Stop being ego-centric @agconsult
  89. 89. Question Why would you visit the website of a petrol station brand such as Esso, Total, BP, Lukoil or Q8? What is your goal?
  90. 90. @agconsult
  91. 91. @agconsult
  92. 92. @agconsult
  93. 93. @agconsult
  94. 94. @agconsult
  95. 95. #greatmarketingstartswithnotsucking Avinash Kaushik
  96. 96. What's the goal of my website What's the goal of my visitors Karl Gilis - @agconsult
  97. 97. @agconsult
  98. 98. Our job? #makingvisitorshappy Karl Gilis - @agconsult
  99. 99. 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
  100. 100. That's it! Thx @agconsult karl@agconsult.com www.agconsult.com http://www.slideshare.net/agconsult

×