Don't do anything on your website you wouldn't do on a first date

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Don’t Do Anything On Your Website
You Wouldn’t Do On a First Date
Karl Gilis
@agconsult

The dating principle
Karl Gilis
@agconsult

Karl Gilis - @AGConsult
Since
2001

Some of our clients

1. Be on time
Nobody likes to be kept waiting
@agconsult

1 second slower 7% decrease in conversion

2,2 seconds faster
15,5% more downloads

From 4 to 1,2 seconds
12% more revenue
25% more pageviews

Fast loading times are important
Technical stuff:
Hosting – Image size – Limited number of scripts – Caching – Compression...

"Web design isn't about adding stuff.
It's about keeping only those elements
that add to the bottom line."
Karl Gilis - @a...

2. Be patient
Don't start with a French kiss. Build some kind of relationship first.
@agconsult

It will probably work on short term.
But is this the kind of relationship you want?
Karl Gilis - @agconsult

Don't start with a modal overlay.
Use delayed or exit overlays instead.
Yes, most marketing people and designers hate over...

• 300% increase in monthly sales leads.
• 48.54% lift in sales.

8% of our blog readers download a pdf-version
or pdf-upgrade of our articles

Start testing with delayed overlays
Even if you hate them.
Yes: even if you really, really hate them.
@agconsult

Be subtle
Don't force your visitor. Your time will come.
@agconsult

3. Don't tell your life story in the 1st minute
You don't need to fill every silence.
@agconsult

"Limit the number of elements
and your message will be clearer."
Jason Gross

55% more clicks in the same screen real estate,
after reducing the number of messages from 4 to 2.

Don't overwhelm your visitors
Less is more.
@agconsult

White space has never killed a visitor.
Karl Gilis - @agconsult

78% more clicks from
this landing page to a
product page.

Use bullet lists
Especially above the fold on product and landing pages.
@agconsult

4. Don't shout for attention. Give attention.
You're already on a date. They already showed some interest in you.
@agconsu...

28% more clicks

Sliders suck. Always.
Except when they are just image slides. Without separate messages.
@agconsult

Question:
You just bought an apartment and you
want to get insurance for it.

Only 3% clicks on the banner.
38% clicks on the direct link, much lower
on the page.
A big banner isn't the solution
• 41%...

This variation performed best on all questions.
• 61% direct succes
• 19% indirect succes
• 20% fails

Forget banners and other cries for
attention
The visitor is already on your website or your landing page.
Pay attention to...

"Offline marketing is about
getting attention.
Online marketing is about
paying attention."
Gerry McGovern

5. Make sure you get the attention you deserve
Minimize the risk of distraction.
@agconsult

@agconsult

@agconsult

On this landing page, we deleted the
floating main navigation.
This resulted in an uplift of over 24,2%.

Removing the main navigation, resulted in a
significant lift in bookings.

Remove navigation, especially for
visitors coming from specific search
queries
When navigation turns into a distraction, r...

11,4% more sales
Heb je een kortingscode?

Remove clutter
Consider everything that doesn't result in more conversion as clutter.
@agconsult

"For every element on a web page
there should be a
clear justification why it's there."
Karl Gilis - @agconsult

6. Show interest in your date
Don't make it all about you.
@agconsult

@agconsult

@agconsult

@agconsult

@agconsult

@agconsult

#greatmarketingstartswithnotsucking
Avinash Kaushik

What's the goal of my website
What's the goal of my visitors
Karl Gilis - @agconsult

Ask your visitors & (potential) clients
the right questions
Targeted surveys and interviews are my favourite methods.
. @a...

Some of my favorite questions
• On website
• What is the purpose of your visit to our website today?
• What are the most i...

What is the purpose of your visit to our website today?

23 x more people use the
dealer locator

Give people what they want
As long as it helps your business.
. @agconsult

What is the purpose of your visit to our website today?

120,4% more dealer searches

Top tasks can be different from
device to device
Once again: do your research!
. @agconsult

What convinced you the most to decide to ask a
quote?
Was there something that made you hesitate?
If so, what?
77,1% more ...

Know what your clients & visitors want
And get filthy rich 
. @agconsult

Stop selling the way you want to sell
Sell the way people want to buy
Karl Gilis - @agconsult

7. Tell something interesting first
Don't bore your date to death. Make sure they want to know more about you.
@agconsult

Only 52,41% of visitors scrolled to this part

Original

Variation

32,5% more people reach this point:
- Our version: 69,45%
- Original: 52,41%
44,1% more people reach this point
100% more ...

Don't be afraid of long pages.
People do scroll.
Not everything needs to be above the fold.
But make sure visitors do scro...

Average fold
50% scroll mark
50% scroll mark

What’s above the fold really matters
Although designers keep saying the page fold is a myth, it really isn't.
@agconsult

8. Your first date isn't a police interrogation
You've got plenty of time later on to really get to know eachother.
@agcon...

Be careful with graphs and numbers like these.
There is no such thing as the ideal number of fields.

@agconsult

You have to find out what works best for
your website
@agconsult

You have to find out what works best for
your audience
@agconsult

You have to find out what works best for
your product or service
@agconsult

52,9% more requests for offer

Too many low quality leads

Formisimo reveals which fields caused most problems
Instead of gambling, do your research!

43,7% more good requests for offer.

Make forms as good as possible
Tools like Formisimo reveal where the real problems are.
@agconsult

9. Give compliments!
Make your date feel good. Don't focus on the small imperfections.
@agconsult

No difference at all.

5,9% more sales on desktop and tablets

61% more sales on smartphones

0
10
20
30
40
50
60
Design changes Less friction Words & behaviour
Average impact on conversion per type of test

If you don't care about words,
you're a decorator.
Not a designer.
Karl Gilis - @agconsult

Of course I want to tell another story
about Suzuki.
But I'm not going to tell it.
Because I know you have 1 question.

Karl,
why is there so much Suzuki in your talk?
• I'm a Suzuki reseller
• I only have one client
• I want to illustrate yo...

@agconsult

Our job?
#makingvisitorshappy
Karl Gilis - @agconsult

Get my free ebook now
 10 conversion tips that work on every website
 15 cases from the real world
 6 best practices fr...

That's it!
Thx
@agconsult
karl@agconsult.com
www.agconsult.com

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