5 Deadly Sins of Conversion Optimization

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

Experiment 2

What do you think?

Experiment 3

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 ...

„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?

Conversion Rates are higher on
pages with fewer o...

Decisions Hurt.

Page 1 of 14. Can you spot the
filters?

This looks ugly but behaves like
a sales person. ...

Deadly Sin #2:
TOO MANY
CHOICES

Use filters and facets
to facilitate a decision.

Show the factor that
makes the difference.

Where is the service? Is there service?

These are important values!

Deadly Sin #3:
HIDDEN
VALUE

Show users what
makes you different.

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)

Deadly Sin #4:
FOCUS ON
MISTAKES

Encourage users
in their decisions.

Tell them what
they‘ve done right.

✓ 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

2011 2012 2013 2014
✔ sofort lieferbar

2011 2012 2013 2014
✔ sofort lieferbar
➤ weiter
Fertig

2011 2012 2013 2014
+13,8 % Revenue Uplift

2011 2012 2013 2014

„If you
double the number of
experiments
you do per year you're going to dou...

Don‘t call it Conversion Rate Optimization.
Call it Growth Rate Optimization.

Deadly Sin #5:
WASTING
CONVERSIONS

Use every single
conversion in a test.

Be faster than your
competitor.

JFDI.
You‘re a conversion
HERO!

André Morys
andre.morys@web-arts.com
Tel. +49.617...

5 Deadly Sins of Conversion Optimization