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5 Deadly Sins of Optimization
that nearly everybody is guilty of....
@morys
© Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN
Experiment 1
What‘s it about?
Electric shaver?
Travel???
Fashion?
© Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN
Experiment 2
© Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN
What do you think?
© Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN
Experiment 3
© Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN
Deadly Sin #1:
NO RELEVANCE.
No creativity porn. Please.
Don‘t try to be creative. People won‘t be able to decode your uber-
intelligent message.
They bounce
„We are“ -> „You can“
„What‘s in it for me?“
Answer this question first.
„Is it for people like me?“
Or is it for people who are looking for stoned rabbits?
© Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN
© Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN
© Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN
© Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN
© Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN
Conversion Rates are higher on
pages with fewer options.
© Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN
Decisions Hurt.
© Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN
Page 1 of 14. Can you spot the
filters?
© Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN
This looks ugly but behaves like
a sales person. It works.
© Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN
© Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN
Deadly Sin #2:
TOO MANY
CHOICES
Never show too
many options.
Use filters and facets
to facilitate a decision.
Deliver a product
comparison.
Show the factor that
makes the difference.
© Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN
© Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN
Where is the service? Is there service?
© Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN
© Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN
© Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN
These are important values!
Real people make it human.
© Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN
Deadly Sin #3:
HIDDEN
VALUE
Show users what
makes you different.
No matter what it is.
Be authentic.
Be human.
very visual.
very emotional...
inline videos are stimulating...
BAM! Until you recht the checkout.
If you think Burberry did it wrong -look at
DELL. And remember: Every single dollar of
revenue has to go through this form.
You are too dumb to
use our shop.
Haahahahaha.
(Evil Laughter)
If this would be a behaviour in reality....
Menwhile at Burberry: „Your sesssion will time
out shortly and you will have to re-enter all
data.“
(evil laughter)
© Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN
Deadly Sin #4:
FOCUS ON
MISTAKES
Encourage users
in their decisions.
Tell them what
they‘ve done right.
Re-inforce
guarantees.
✓ Use little green checks.
It feels great.
Now For Something
Completely Different.
© Andre Morys, Web Arts AG www.web-arts.com66
2011 2012 2013 2014
© Andre Morys, Web Arts AG www.web-arts.com67
2011 2012 2013 2014
✔ sofort lieferbar
© Andre Morys, Web Arts AG www.web-arts.com68
2011 2012 2013 2014
✔ sofort lieferbar
➤ weiter
Fertig
© Andre Morys, Web Arts AG www.web-arts.com69
2011 2012 2013 2014
+13,8 % Revenue Uplift
© Andre Morys, Web Arts AG www.web-arts.com70
2011 2012 2013 2014
© Andre Morys, Web Arts AG www.web-arts.com71
2011 2012 2013 2014
© Andre Morys, Web Arts AG www.web-arts.com72
2011 2012 2013 2014
© Andre Morys, Web Arts AG www.web-arts.com73
„If you
double the number of
experiments
you do per year you're going to double
your inventiveness“
Jeff Bezos
© Andre Morys, Web Arts AG www.web-arts.com74
Don‘t call it Conversion Rate Optimization.
Call it Growth Rate Optimization.
© Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN
Deadly Sin #5:
WASTING
CONVERSIONS
Use every single
conversion in a test.
Don‘t test button
colors.
Be faster than your
competitor.
JFDI.
You‘re a conversion
HERO!
© 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!

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5 Deadly Sins of Conversion Optimization