SlideShare a Scribd company logo
I’m going to 
squander 
your traffic 
“Gruesome conversion killers”
“Gruesome conversion killers” 
The most common causes of conversion death 
Tai Rattigan, Partnerships EMEA 
Dr Karl Blanks, Chairman
What you’ll get from this talk 
The most common conversion killers 
Effective remedies 
1 
2 
3 
How to identify which ones affect you
About Optimizely
Team: 4 
265 
7500+ 
Customers: 117
Some of our clients
About 
Conversion Rate Experts
How we became 
“conversion obsessed”
Google took notice
Our clients Our results
The killers
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% 
More profit 
More fun 
Much much 
much quicker 
No wins 
Disheartening 
Lose 
commitment
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”
Visitor isn’t in “shopping mode” 
§ “Just browsing,” “researching,” “window 
shopping.”
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.
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
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
Killers Diagnosis Remedy
End of Part I 
To be continued on October 23
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/
Q&A 
Grow your optimization skills: 
http://learn.optimizely.com 
Get your free CRO toolkit: 
www.conversion-rate-experts.com/learning-zone/

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