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Conversion killers, part 2 – for a webinar with Optimizely EMEA

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Here are the slides for our latest talk. They aren't fully self-explanatory. If you'd like to see us "live", visit...
http://www.conversion-rate-experts.com/speaking-engagements/

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Conversion killers, part 2 – for a webinar with Optimizely EMEA

  1. 1. I’m going to squander your traffic “Gruesome conversion killers” – Part 2
  2. 2. “Gruesome conversion killers” – Part 2 The most common causes of conversion death Tai Rattigan, Partnerships EMEA Dr Karl Blanks, Chairman
  3. 3. “Gruesome conversion killers” – Part 2 The most common causes of conversion death Tai Rattigan, Partnerships EMEA Dr Karl Blanks, Chairman
  4. 4. What you’ll get from this talk 1 The most common conversion killers 2 Effective remedies
  5. 5. About Optimizely
  6. 6. Team: 4 265 7500+ Customers: 117
  7. 7. Some of our clients
  8. 8. “Gruesome conversion killers” – Part 2 The most common causes of conversion death Tai Rattigan, Partnerships EMEA Dr Karl Blanks, Chairman
  9. 9. About Conversion Rate Experts
  10. 10. How we became “conversion obsessed”
  11. 11. Google took notice
  12. 12. Clients in 9 languages in 22 countries
  13. 13. Our clients Our results
  14. 14. The killers
  15. 15. Killers Remedy Diagnosis Killer Remedy
  16. 16. The most common conversion killers
  17. 17. #7: Confusion I don’t understand you
  18. 18. “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.
  19. 19. #8: Usability I can’t work out how to order
  20. 20. Must I buy my own SIM card? #9: Product-specific objections
  21. 21. Three Hasselhoffs tall!
  22. 22. [Doorbell rings] #10: “Fatal distraction”
  23. 23. #11: Don’t believe your company or product is any good
  24. 24. Proof incorporation: a “proof magnet” Media mentions Celebrity associations Expert reviews Customer testimonials
  25. 25. Proof investment Media mentions Achievements Expert reviews Customer testimonials
  26. 26. #12: Your competitor gets the sale
  27. 27. The power of niching § Where is the “general” shampoo? § Specialists are assumed to be better than generalists.
  28. 28. I’ll go away and think about it #13: Prospect defers decision
  29. 29. #14: Pages outside of your control are terrible
  30. 30. 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).
  31. 31. #15: Bad prior experience
  32. 32. Other “hidden opportunities” Be more than a “store”… community or trusted advisor Market to visitors who abandon their cart Optimise (or create) your refer-a-friend program 1 2 3 Sell more stuff on thank you 4 page and using email 5 Build the relationship with regular follow-up (email & offline)
  33. 33. Killers Remedy Diagnosis Killer Remedy
  34. 34. 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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