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I’m going to 
squander 
your traffic 
“Gruesome conversion killers”
“Gruesome conversion killers” 
The most common causes of conversion death 
Chris Samila, Partnerships Manager 
Dr Karl Bla...
What you’ll get from this talk 
The most common conversion killers 
Effective remedies 
1 
2 
3 
How to identify which one...
About Optimizely
Team: 4 
265 
7500+ 
Customers: 117
Some of our clients
“Gruesome conversion killers” 
The most common causes of conversion death 
Chris Samila, Partnerships Manager 
Dr Karl Bla...
About 
Conversion Rate Experts
How we became 
“conversion obsessed”
Google took notice
Clients in 9 languages in 22 countries
Our clients Our results
The killers
Killers Remedy 
Diagnosis Killer Remedy
The most common 
conversion killers
#1: Not split-testing
Before-and-after tests stink 
Conversions 
www.conversion-rate-experts.com/cro-tips/
#2: “Meek tweaking”
GI à GO
…for a page with a 
conversion rate of 5% 
How long will your A/B split-test take?
…for a page with a 
conversion rate of 5% 
How long will your A/B split-test take? 
2
…for a page with a 
conversion rate of 5% 
How long will your A/B split-test take? 
23
…for a page with a 
conversion rate of 5% 
How long will your A/B split-test take?
How long will your A/B split-test take? 
Bold, “Meek tweaking” targetted changes 
…for a page with a 
conversion rate of 5...
www.conversion-rate-experts.com/methodology/
O/CO 
objection/counter-objection
www.conversion-rate-experts.com/understanding-your-visitors/
I’m just 
looking, 
thanks 
#3: Visitor isn’t in “shopping mode”
Reese’s Pieces Trail for a seller of fishing boats 
What the visitor wants What the company wants How to do it 
§ To look...
A better Reese’s Pieces Trail for a seller of fishing boats 
What the visitor wants 
§ To look at inflatable fishing 
boa...
I don’t know 
what you do 
#4: Unclear value proposition
#5: Lack of trust 
I find my 
lack of faith 
disturbing
I don’t need 
this type 
of product 
#6: Lack of interest
#7: Confusion 
I don’t 
understand 
you
“Creating a robot salesperson” 
§ Sells products every week. 
§ Knows what to say. 
§ Knows every customer objection. 
...
#8: Usability 
I can’t work out 
how to order
Must I buy 
my own 
SIM card? 
#9: Product-specific objections
Three Hasselhoffs tall!
[Doorbell rings] 
#10: “Fatal distraction”
#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 investment 
Media mentions 
Achievements 
Expert reviews 
Customer testimonials
#12: Your competitor gets the sale
The power of niching 
§ Where is the “general” shampoo? 
§ Specialists are assumed to be better 
than generalists.
I’ll go away and 
think about it 
#13: Prospect defers decision
#14: Pages outside of your control 
are terrible
Pre-selling tips 
§ Make sure your visitors are persuaded before they leave. 
§ Check they qualify before they leave. 
§...
#15: Bad prior experience
Other opportunities beyond the first conversion 
Build the relationship with regular follow-up (email & offline) 
Be more ...
Killers Remedy 
Diagnosis Killer Remedy
Optimizely 
Start using Optimizely in just 30 seconds: 
https://www.optimizely.com/ 
Conversion Rate Experts 
Annual reven...
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Conversion killers

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From a webinar co-presented by Conversion Rate Experts and Optimizely USA.

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Conversion killers

  1. 1. I’m going to squander your traffic “Gruesome conversion killers”
  2. 2. “Gruesome conversion killers” The most common causes of conversion death Chris Samila, Partnerships Manager Dr Karl Blanks, Chairman
  3. 3. What you’ll get from this talk The most common conversion killers Effective remedies 1 2 3 How to identify which ones affect you
  4. 4. About Optimizely
  5. 5. Team: 4 265 7500+ Customers: 117
  6. 6. Some of our clients
  7. 7. “Gruesome conversion killers” The most common causes of conversion death Chris Samila, Partnerships Manager Dr Karl Blanks, Chairman
  8. 8. About Conversion Rate Experts
  9. 9. How we became “conversion obsessed”
  10. 10. Google took notice
  11. 11. Clients in 9 languages in 22 countries
  12. 12. Our clients Our results
  13. 13. The killers
  14. 14. Killers Remedy Diagnosis Killer Remedy
  15. 15. The most common conversion killers
  16. 16. #1: Not split-testing
  17. 17. Before-and-after tests stink Conversions www.conversion-rate-experts.com/cro-tips/
  18. 18. #2: “Meek tweaking”
  19. 19. GI à GO
  20. 20. …for a page with a conversion rate of 5% How long will your A/B split-test take?
  21. 21. …for a page with a conversion rate of 5% How long will your A/B split-test take? 2
  22. 22. …for a page with a conversion rate of 5% How long will your A/B split-test take? 23
  23. 23. …for a page with a conversion rate of 5% How long will your A/B split-test take?
  24. 24. How long will your A/B split-test take? Bold, “Meek tweaking” targetted changes …for a page with a conversion rate of 5% More profit More fun Much much much quicker No wins Disheartening Lose commitment
  25. 25. www.conversion-rate-experts.com/methodology/
  26. 26. O/CO objection/counter-objection
  27. 27. www.conversion-rate-experts.com/understanding-your-visitors/
  28. 28. I’m just looking, thanks #3: Visitor isn’t in “shopping mode”
  29. 29. Reese’s Pieces Trail for a seller of fishing boats What the visitor wants What the company wants How to do it § To look at inflatable fishing boats. § Get the visitor to click on the § Sales copy “Buy now” button (or order by phone), then pay.
  30. 30. A better Reese’s Pieces Trail for a seller of fishing boats What the visitor wants § To look at inflatable fishing boats. What the company wants § Become their “trusted advisor”. § Integrate them into your community § Capture their email address § Get the visitor to click on the “Buy now” button (or order by phone), then pay. How to do it § Offer valuable free reports § Offer useful selection tools § Have a forum § Compelling reasons to give their email address in return for more: § Valuable free report § Free DVD about fishing boats § A useful email course, delivered daily § Sales copy
  31. 31. I don’t know what you do #4: Unclear value proposition
  32. 32. #5: Lack of trust I find my lack of faith disturbing
  33. 33. I don’t need this type of product #6: Lack of interest
  34. 34. #7: Confusion I don’t understand you
  35. 35. “Creating a robot salesperson” § Sells products every week. § Knows what to say. § Knows every customer objection. § Mentioned 22 sales points that weren’t mentioned on the website.
  36. 36. #8: Usability I can’t work out how to order
  37. 37. Must I buy my own SIM card? #9: Product-specific objections
  38. 38. Three Hasselhoffs tall!
  39. 39. [Doorbell rings] #10: “Fatal distraction”
  40. 40. #11: Don’t believe your company or product is any good
  41. 41. Proof incorporation: a “proof magnet” Media mentions Celebrity associations Expert reviews Customer testimonials
  42. 42. Proof investment Media mentions Achievements Expert reviews Customer testimonials
  43. 43. #12: Your competitor gets the sale
  44. 44. The power of niching § Where is the “general” shampoo? § Specialists are assumed to be better than generalists.
  45. 45. I’ll go away and think about it #13: Prospect defers decision
  46. 46. #14: Pages outside of your control are terrible
  47. 47. Pre-selling tips § Make sure your visitors are persuaded before they leave. § Check they qualify before they leave. § Tracking code on the ultimate conversion page or click-outs. § If yours is an affiliate site: § Get visitors onto your email list (by offering an incentive). § Offer visitors a bonus if they order via your site. § Be memorable (so they come back).
  48. 48. #15: Bad prior experience
  49. 49. Other opportunities beyond the first conversion Build the relationship with regular follow-up (email & offline) Be more than a “store.” Be a community and/or trusted advisor Optimize (or create) your refer-a-friend program 1 2 3 Cross-sell on your thank-you 4 page and using email
  50. 50. Killers Remedy Diagnosis Killer Remedy
  51. 51. Optimizely Start using Optimizely in just 30 seconds: https://www.optimizely.com/ Conversion Rate Experts Annual revenue $1M+? Get a free phone consultation: www.conversion-rate-experts.com/contact-us/ Work for us: www.conversion-rate-experts.com/careers/ Get your free CRO toolkit: www.conversion-rate-experts.com/learning-zone/

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