1.
5 reasons why you fail as a digital marketer.
And what to do about it!
Karl Gilis
@agconsult

2.
Some of our clients

3.
@agconsult
I'm ging to show 2 versions of 3 pages.
What do you think was the most succesful version?

4.
Part 1
5 reasons why you fail as a digital marketer
(or whatever fancy name is on your business card)

5.
@agconsult

6.
1. You don't know the basic principles

7.
83% more requests for quote
44% more dealer searches
@agconsult

8.
@agconsult

9.
@agconsult

10.
Know the facts. Switch off autopilot!
Don't hang on to outdated beliefs. Or what you've learned.

11.
2. You blindly follow so-called best
practices

12.
Make forms as short as possible!
Place all fields underneath eachother!
Really?

13.
14,2% more submitted
requests for proposal
@agconsult

14.
@agconsult
Instead of gambling, we researched what
the problem fields were.

15.
43,7% more good requests for offer.
@agconsult

16.
52,9% more requests for offer

17.
Too many low quality leads @agconsult

18.
Make forms as good as possible
Find the balance between quality & quantity.
@agconsult

19.
@agconsult

20.
3. You believe what you like to believe

21.
The page fold is a myth!
Really?

22.
@agconsult

23.
Average fold
50% scroll mark
50% scroll mark

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.
@agconsult

26.
4. You trust your designer or agency

27.
Sure that following them is a good idea? @agconsult

28.
Most designers are driven by opinions
@agconsult

29.
They want to impress other designers
@agconsult

30.
They love new things
@agconsult

31.
They want to please you
(and you don't know what works and what not)
@agconsult

32.
28% more clicks

33.
Sliders suck. Always.
Except when they are just image slides. Without separate messages.
@agconsult

34.
55% more clicks in the same screen real estate,
after reducing the number of messages from 4 to 2.

35.
Don't overwhelm your visitors
Less is more.
@agconsult

36.
Don't get me wrong
We have to look for new solutions all the time

37.
Test.
But do not blindly follow new hypes.

38.
Stop designing ghost buttons!
If you want people to click on it, it should draw attention!
.

39.
5. You rely on gut feelings, opinions or
corporate guidelines (which are based
on opinions)

40.
Don't rely on gut feelings
@agconsult

41.
Don't base decisions on opinions
@agconsult

42.
@agconsult

43.
That's a sensitive issueNot in line with guidelines
@agconsult

44.
@agconsult

45.
48,6% drop in conversions

46.
Adapt or die!
Deloitte study from 2014
52% of the Fortune 500 companies
from 2000 don't exist anymore
@agconsult

47.
But hey
They buried their brand with pride
Gerry McGovern
@agconsult

48.
The outcome of research should dictate
corporate guidelines
Not the other way around
Els Aerts - @agconsult

49.
Part 2
How to make sure your site will rock?
5 basic principles

50.
1. Know what works
(and what doesn't)

51.
2. Really care about your users
(so, start with real user research)

52.
80% of companies say they're
customer-centric
Only 8% of their customers agree
@agconsult

53.
Do user research

54.
You have to find out what works best for
your website

55.
You have to find out what works best for
your audience

56.
You have to find out what works best for
your product or service

57.
@agconsult

58.
There are many methods & tools available
@agconsult

59.
Targeted surveys
@agconsult

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

62.
23 x more people use the
dealer locator

63.
Give people what they want
As long as it helps your business.
. @agconsult

64.
What is the purpose of your visit to our website today?

65.
120,4% more dealer searches

66.
Top tasks can be different from
device to device
Once again: do your research!
. @agconsult

67.
What are the most important things when buying a
used car, besides price and the way it looks?

68.
26% more reservations

69.
Know the top decision criteria of
your audience
And put those where most people look at first.
.

70.
3. Stop gambling!

71.
Change things without user research = gambling!
@agconsult

72.
Change things without testing = gambling!
@agconsult

73.
AB-testing without user research = gambling!
@agconsult

74.
4. Understand the power of words
(they have a bigger impact than design)

75.
@agconsult

76.
14,3% more searches
@agconsult

77.
Use the same words your users do
Not the ones you use.
.

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

80.
Original

81.
Variation
• 32,5% more people starting to scroll
• 57,8% more brochure downloads
• 76,2% more requests for quote

82.
Know the dreams, hopes, fears, doubts
and barrieres of your audience.
And they will become your clients
. @agconsult

83.
Stop selling the way you want to sell
Sell the way people want to buy
Karl Gilis - @agconsult

84.
5,9% more sales on desktop and tablets

85.
61% more sales on smartphones

86.
Give compliments. Encourage users.
Conversion optimisation is more than reducing friction!
.

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.
5. Stop being ego-centric
@agconsult

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.
@agconsult

91.
@agconsult

92.
@agconsult

93.
@agconsult

94.
@agconsult

95.
#greatmarketingstartswithnotsucking
Avinash Kaushik

96.
What's the goal of my website
What's the goal of my visitors
Karl Gilis - @agconsult

97.
@agconsult

98.
Our job?
#makingvisitorshappy
Karl Gilis - @agconsult

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.
That's it!
Thx
@agconsult
karl@agconsult.com
www.agconsult.com
http://www.slideshare.net/agconsult