The document discusses common conversion killers that negatively impact conversion rates, highlighting issues such as lack of split-testing, unclear value propositions, and visitors not being in 'shopping mode.' It provides effective remedies for these challenges and suggests methods for practitioners to enhance their optimization skills. The presentation aims to educate on identifying and addressing these conversion barriers to improve customer engagement and sales.

1. I’m going to
squander
your traffic
“Gruesome conversion killers”

2. “Gruesome conversion killers”
The most common causes of conversion death
Tai Rattigan, Partnerships EMEA
Dr Karl Blanks, Chairman

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. About Optimizely

6. Team: 4
265
7500+
Customers: 117

7. Some of our clients

8. About
Conversion Rate Experts

9. How we became
“conversion obsessed”

10. Google took notice

11. Our clients Our results

12. The killers

16. The most common
conversion killers

17. #1: Not split-testing

18. Before-and-after tests stink
Conversions
www.conversion-rate-experts.com/cro-tips/

19. #2: “Meek tweaking”

20. GI à GO

21. …for a page with a
conversion rate of 5%
How long will your A/B split-test take?

22. …for a page with a
conversion rate of 5%
How long will your A/B split-test take?
2

23. …for a page with a
conversion rate of 5%
How long will your A/B split-test take?
23

24. …for a page with a
conversion rate of 5%
How long will your A/B split-test take?

25. 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

26. www.conversion-rate-experts.com/methodology/

27. O/CO
objection/counter-objection

28. www.conversion-rate-experts.com/understanding-your-visitors/

40. I’m just
looking,
thanks
#3: Visitor isn’t in “shopping mode”

41. Visitor isn’t in “shopping mode”
§ “Just browsing,” “researching,” “window
shopping.”

43. 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.

44. 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

46. I don’t know
what you do
#4: Unclear value proposition

48. #5: Lack of trust
I find my
lack of faith
disturbing

51. I don’t need
this type
of product
#6: Lack of interest

55. Killers Diagnosis Remedy

56. End of Part I
To be continued on October 23

57. What you should do now
Grow your optimization skills:
http://learn.optimizely.com
Get your free CRO toolkit:
www.conversion-rate-experts.com/learning-zone/

58. Q&A
Grow your optimization skills:
http://learn.optimizely.com
Get your free CRO toolkit:
www.conversion-rate-experts.com/learning-zone/