Conversion Killers Dr Karl Blanks and Ben Jesson I’m going to squander your traffic
What you’ll get in the next 45 minutes 15 conversion  killers Effective  remedies 1 2 3 Which ones  affect you
 
2004 2005 2006
 
 
 
 
 
 
 
16 conversion killers
#1: Not split testing
Before-and-after tests stink
Split tests Page A Page B New Winner! Page C New Winner!
Continuous improvement Page A Page B Page C Page D
Multivariate testing (MVT, Taguchi, …) <ul><li>= “Lots of split tests at once” </li></ul><ul><li>Useful  if  you have seve...
 
#2: &quot;Meek tweaking”
GI    GO
… for a page with a conversion rate of 5%
… for a page with a conversion rate of 5% More profit More fun Much   much much  quicker Bold, targetted changes “ Meek tw...
 
O/CO objection/counter-objection
See conversion-rate-experts.com/articles
#3: Customer isn’t in “shopping mode” I’m just looking, thanks
Customer isn’t in “shopping mode” <ul><li>“ Just browsing”, “researching”, “window shopping” </li></ul>
M&M Trail for a seller of fishing boats <ul><li>To look at inflatable fishing boats. </li></ul>What the visitor wants What...
A better  M&M Trail for a seller of fishing boats <ul><li>To look at inflatable fishing boats. </li></ul>What the visitor ...
#4: Unclear value proposition I don’t know what you do
 
#5: Lack of trust I find my lack of faith disturbing
 
#6: Lack of interest I don’t need this type of product
 
 
 
#7: Confusion I don’t understand you
 
 
#8: Usability I can’t work out how to order
 
#9: Product-specific objections Does it accept SD memory cards?
 
 
#10: &quot;Fatal distraction” [Doorbell rings]
 
#11: Don’t believe your company or product is any good
Proof incorporation: a “proof magnet” Media mentions Celebrity associations Expert reviews Customer testimonials Proof Pro...
Proof investment Media mentions Achievements Expert reviews Customer testimonials Proof Proof Proof Proof
#12: Your competitor gets the sale
The power of niching <ul><li>Where is the “general” shampoo? </li></ul><ul><li>Specialists are assumed to be better than g...
#13: Too much perceived risk
#14: Prospect defers decision I’ll go away and think about it
 
#15: The merchant’s site is terrible
Pre-selling tips <ul><li>Make sure they’re  persuaded  before they leave </li></ul><ul><li>Check they  qualify  before the...
#16: Bad prior experience
 
 
 
 
 
Killers Diagnosis Remedy
Here’s what you should do now…
See three of our  most popular reports , at http://www.conversion-rate-experts.com/articles/   1
2 Get a free annotated screenshot of a  $1 million landing page  by signing up to our free newsletter.
3 Conversion Clinic at 12:00 in the expo hall
4 Free eyetracking at Stand 78
 
Upcoming SlideShare
Loading in …5
×

Conversion Killing Mistakes: 15 things Affiliates still aren't doing in 2010 - Dr Karl Blanks and Ben Jesson

1,558 views

Published on

Published in: Education, Technology, Business
0 Comments
3 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,558
On SlideShare
0
From Embeds
0
Number of Embeds
55
Actions
Shares
0
Downloads
28
Comments
0
Likes
3
Embeds 0
No embeds

No notes for slide

Conversion Killing Mistakes: 15 things Affiliates still aren't doing in 2010 - Dr Karl Blanks and Ben Jesson

  1. 1. Conversion Killers Dr Karl Blanks and Ben Jesson I’m going to squander your traffic
  2. 2. What you’ll get in the next 45 minutes 15 conversion killers Effective remedies 1 2 3 Which ones affect you
  3. 4. 2004 2005 2006
  4. 12. 16 conversion killers
  5. 13. #1: Not split testing
  6. 14. Before-and-after tests stink
  7. 15. Split tests Page A Page B New Winner! Page C New Winner!
  8. 16. Continuous improvement Page A Page B Page C Page D
  9. 17. Multivariate testing (MVT, Taguchi, …) <ul><li>= “Lots of split tests at once” </li></ul><ul><li>Useful if you have several split tests that could be carried out simultaneously </li></ul>
  10. 19. #2: &quot;Meek tweaking”
  11. 20. GI  GO
  12. 21. … for a page with a conversion rate of 5%
  13. 22. … for a page with a conversion rate of 5% More profit More fun Much much much quicker Bold, targetted changes “ Meek tweaking” No wins Disheartening Lose commitment
  14. 24. O/CO objection/counter-objection
  15. 25. See conversion-rate-experts.com/articles
  16. 26. #3: Customer isn’t in “shopping mode” I’m just looking, thanks
  17. 27. Customer isn’t in “shopping mode” <ul><li>“ Just browsing”, “researching”, “window shopping” </li></ul>
  18. 28. M&M Trail for a seller of fishing boats <ul><li>To look at inflatable fishing boats. </li></ul>What the visitor wants What the company wants How to do it <ul><li>Sales copy </li></ul><ul><li>Get the visitor to click on the “Buy now” button (or order by phone), then pay. </li></ul>
  19. 29. A better M&M Trail for a seller of fishing boats <ul><li>To look at inflatable fishing boats. </li></ul>What the visitor wants <ul><li>Become their “trusted advisor”. </li></ul><ul><li>Integrate them into your community </li></ul><ul><li>Capture their email address </li></ul><ul><li>Get the visitor to click on the “Buy now” button (or order by phone), then pay. </li></ul>What the company wants <ul><li>Offer valuable free reports </li></ul><ul><li>Offer useful selection tools </li></ul><ul><li>Have a forum </li></ul><ul><li>Compelling reasons to give their email address in return for more: </li></ul><ul><ul><li>Valuable free report </li></ul></ul><ul><ul><li>Free DVD about fishing boats </li></ul></ul><ul><ul><li>A useful email course, delivered daily </li></ul></ul><ul><li>Sales copy </li></ul>How to do it
  20. 30. #4: Unclear value proposition I don’t know what you do
  21. 32. #5: Lack of trust I find my lack of faith disturbing
  22. 34. #6: Lack of interest I don’t need this type of product
  23. 38. #7: Confusion I don’t understand you
  24. 41. #8: Usability I can’t work out how to order
  25. 43. #9: Product-specific objections Does it accept SD memory cards?
  26. 46. #10: &quot;Fatal distraction” [Doorbell rings]
  27. 48. #11: Don’t believe your company or product is any good
  28. 49. Proof incorporation: a “proof magnet” Media mentions Celebrity associations Expert reviews Customer testimonials Proof Proof Proof Proof
  29. 50. Proof investment Media mentions Achievements Expert reviews Customer testimonials Proof Proof Proof Proof
  30. 51. #12: Your competitor gets the sale
  31. 52. The power of niching <ul><li>Where is the “general” shampoo? </li></ul><ul><li>Specialists are assumed to be better than generalists </li></ul>
  32. 53. #13: Too much perceived risk
  33. 54. #14: Prospect defers decision I’ll go away and think about it
  34. 56. #15: The merchant’s site is terrible
  35. 57. Pre-selling tips <ul><li>Make sure they’re persuaded before they leave </li></ul><ul><li>Check they qualify before they leave </li></ul><ul><li>Tracking: Merchant’s conversion page or click-outs </li></ul><ul><li>Get them on your email list (by offering an incentive) </li></ul><ul><li>Offer them a bonus if they order via your site </li></ul><ul><li>Be memorable (so they come back) </li></ul>
  36. 58. #16: Bad prior experience
  37. 64. Killers Diagnosis Remedy
  38. 65. Here’s what you should do now…
  39. 66. See three of our most popular reports , at http://www.conversion-rate-experts.com/articles/ 1
  40. 67. 2 Get a free annotated screenshot of a $1 million landing page by signing up to our free newsletter.
  41. 68. 3 Conversion Clinic at 12:00 in the expo hall
  42. 69. 4 Free eyetracking at Stand 78

×