5 Deadly Sins of Conversion Optimization

1. © Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN

2. 5 Deadly Sins of Optimization that nearly everybody is guilty of.... @morys

3. © Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN Experiment 1

4. What‘s it about?

5. Electric shaver?

6. Travel???

7. Fashion?

9. © Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN What do you think?

11. © Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN Deadly Sin #1: NO RELEVANCE.

12. No creativity porn. Please. Don‘t try to be creative. People won‘t be able to decode your uber- intelligent message. They bounce

13. „We are“ -> „You can“

14. „What‘s in it for me?“ Answer this question first.

15. „Is it for people like me?“ Or is it for people who are looking for stoned rabbits?

20. © Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN Conversion Rates are higher on pages with fewer options.

21. © Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN Decisions Hurt.

22. © Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN Page 1 of 14. Can you spot the filters?

23. © Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN This looks ugly but behaves like a sales person. It works.

25. © Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN Deadly Sin #2: TOO MANY CHOICES

26. Never show too many options.

27. Use filters and facets to facilitate a decision.

28. Deliver a product comparison.

29. Show the factor that makes the difference.

31. © Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN Where is the service? Is there service?

34. © Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN These are important values!

35. Real people make it human.

36. © Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN Deadly Sin #3: HIDDEN VALUE

37. Show users what makes you different.

38. No matter what it is.

39. Be authentic.

40. Be human.

41. very visual.

42. very emotional...

43. inline videos are stimulating...

44. BAM! Until you recht the checkout.

45. If you think Burberry did it wrong -look at DELL. And remember: Every single dollar of revenue has to go through this form.

46. You are too dumb to use our shop. Haahahahaha. (Evil Laughter) If this would be a behaviour in reality....

47. Menwhile at Burberry: „Your sesssion will time out shortly and you will have to re-enter all data.“ (evil laughter)

48. © Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN Deadly Sin #4: FOCUS ON MISTAKES

49. Encourage users in their decisions.

50. Tell them what they‘ve done right.

51. Re-inforce guarantees.

52. ✓ Use little green checks. It feels great.

53. Now For Something Completely Different.

61. © Andre Morys, Web Arts AG www.web-arts.com74 „If you double the number of experiments you do per year you're going to double your inventiveness“ Jeff Bezos

62. © Andre Morys, Web Arts AG www.web-arts.com75 Don‘t call it Conversion Rate Optimization. Call it Growth Rate Optimization.

64. Use every single conversion in a test.

65. Don‘t test button colors.

66. Be faster than your competitor.

67. JFDI. You‘re a conversion HERO!

68. © Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN André Morys andre.morys@web-arts.com Tel. +49.6172.68097-15 @morys www.web-arts.com Thank You!

5 Deadly Sins of Conversion Optimization

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