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10 Conversion Killers and How to
Fight Them
Karolina Kurcwald
Social Media and Content Marketing
Manager GetResponse
Siddharth Deswal
Senior Marketer
VWO
@karolstefan...
1. You're not mobile.
More email is read on mobile than on
desktop devices.
54%
mobile
29%
webmail
22%
desktop
Litmus Email Analytics Jun 2015
75 % of Gmail users access their accounts on
mobile devices.
Google / TechCrunch “I/O developers conference” (May 2015)
The number of mobile email users is
predicted to grow
22% in 2015 and 23% in 2016.
The Radicati Group “Email Statistics Re...
Responsive design
Easy to click:
CTA above the fold
Size of clickable areas: 44 × 44 px
10-20 px extra space around
Easy to read:
14 px for regular text
22 px for headlines
Test
Check your statistics & adjust your strategy.
2. You're boring your subscribers.
You're wasting your preheader.
You're copying content from your
landing page.
3. You're confusing your subscribers.
Focus on one CTA.
And make it clear.
Make it specific.
4. You send everyone the same content.
You don't segment your list.
42% of marketers don’t segment.
Create an email targeting strategy.
5. You're not sending enough.
Build a relationship.
Send welcome emails.
Send series of emails.
Send trigger emails.
Test, check your statistics & adjust
your strategy.
LP Conversion Killer 1 - Image sliders
Conversion Killer 1
Automatic Image Sliders
Why are image sliders bad?
Eye tracking heatmap showing
absolute duration of fixations from
four participants
Automatic im...
Why are image sliders bad?
Tracking autoslider clicks on the University of Notre Dame website.
Why are image sliders bad?
They’re frequently used because multiple people in the organization want their
offers on the ho...
What should you do instead?
Focus the area on one primary offer, with one ‘always visible’ CTA.
Conversion Killer 2
No Visual Hierarchy
Conversion Killer 2 - No Visual Hierarchy
“Visual hierarchy is the organization and prioritization of content as a means t...
Visual Hierarchy - case study
Original homepage
Visual Hierarchy - case study
A/B test variation
Visual Hierarchy - case study
Original homepage
Hey, we make waterproof
iPod headphones
Visual Hierarchy - case study
Original homepage
You might want to have a
look but sorry our hero
image isn’t showing them
Visual Hierarchy - case study
Original homepage
Go ahead click the call to
action based on that
information
Visual Hierarchy - case study
Original homepage
And we’ve got a
testimonial from a happy
customer too! But it’s
difficult ...
Visual Hierarchy - case study
A/B test variation
Hey, we make waterproof
iPod headphones
Visual Hierarchy - case study
A/B test variation
Here’s what they look
like!
Visual Hierarchy - case study
A/B test variation
Others love it too!
Visual Hierarchy - case study
A/B test variation
Go ahead, learn more
about them
Visual Hierarchy - case study
Result?
35.6% increase in sales from the A/B testing variation
with better visual hierarchy!
Conversion Killer 3
Stock Images
LP Conversion Killer 3 - Stock Images
“Stock photos are the porn of business websites”
Brian Massey (ConversionScientist.c...
Stock Images - case study
Original with stock photo of couple with boxes
Stock Images - case study
Stock Images - case study
Stock Images - case study
Result?
Assuming a constant value per lead, this A/B test
added about $10,000 / month in interst...
Why are stock photos bad?
They have been overused to the point where they don’t convey anything
meaningful about a busines...
Conversion Killer 4
Lack of Trust Signals
LP Conversion Killer 4 - Lack of Trust Signals
Trust Signal - case study
Hotel Institute Montreaux,
Switzerland original landing page
form for prospective candidates to
...
Trust Signal - case study
The variation form that they A/B
tested with a testimonial from a
current student.
Trust Signals - case study
Result?
50% increase in form-submits
54% decrease in cost per lead for HIM’s Google
Adwords
Conversion Killer 5
You’re not A/B testing
A/B testing
The difference between
“I think this works”
vs
“I have the data to show that this works”
Questions?
VWO-GetResponse Webinar - 10 Conversion Killers And How to Fight Them
VWO-GetResponse Webinar - 10 Conversion Killers And How to Fight Them
VWO-GetResponse Webinar - 10 Conversion Killers And How to Fight Them
VWO-GetResponse Webinar - 10 Conversion Killers And How to Fight Them
VWO-GetResponse Webinar - 10 Conversion Killers And How to Fight Them
VWO-GetResponse Webinar - 10 Conversion Killers And How to Fight Them
VWO-GetResponse Webinar - 10 Conversion Killers And How to Fight Them
VWO-GetResponse Webinar - 10 Conversion Killers And How to Fight Them
VWO-GetResponse Webinar - 10 Conversion Killers And How to Fight Them
VWO-GetResponse Webinar - 10 Conversion Killers And How to Fight Them
VWO-GetResponse Webinar - 10 Conversion Killers And How to Fight Them
VWO-GetResponse Webinar - 10 Conversion Killers And How to Fight Them
VWO-GetResponse Webinar - 10 Conversion Killers And How to Fight Them
VWO-GetResponse Webinar - 10 Conversion Killers And How to Fight Them
VWO-GetResponse Webinar - 10 Conversion Killers And How to Fight Them
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VWO-GetResponse Webinar - 10 Conversion Killers And How to Fight Them

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Conversion experts from VWO and GetResponse talk about 10 biggest reasons behind low conversion rates and data backed hacks to get better conversions.

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VWO-GetResponse Webinar - 10 Conversion Killers And How to Fight Them

  1. 1. 10 Conversion Killers and How to Fight Them
  2. 2. Karolina Kurcwald Social Media and Content Marketing Manager GetResponse Siddharth Deswal Senior Marketer VWO @karolstefan @getresponse @vwo
  3. 3. 1. You're not mobile.
  4. 4. More email is read on mobile than on desktop devices.
  5. 5. 54% mobile 29% webmail 22% desktop Litmus Email Analytics Jun 2015
  6. 6. 75 % of Gmail users access their accounts on mobile devices. Google / TechCrunch “I/O developers conference” (May 2015)
  7. 7. The number of mobile email users is predicted to grow 22% in 2015 and 23% in 2016. The Radicati Group “Email Statistics Report, 2014-2018”
  8. 8. Responsive design
  9. 9. Easy to click: CTA above the fold Size of clickable areas: 44 × 44 px 10-20 px extra space around
  10. 10. Easy to read: 14 px for regular text 22 px for headlines
  11. 11. Test
  12. 12. Check your statistics & adjust your strategy.
  13. 13. 2. You're boring your subscribers.
  14. 14. You're wasting your preheader.
  15. 15. You're copying content from your landing page.
  16. 16. 3. You're confusing your subscribers.
  17. 17. Focus on one CTA.
  18. 18. And make it clear.
  19. 19. Make it specific.
  20. 20. 4. You send everyone the same content.
  21. 21. You don't segment your list.
  22. 22. 42% of marketers don’t segment.
  23. 23. Create an email targeting strategy.
  24. 24. 5. You're not sending enough.
  25. 25. Build a relationship.
  26. 26. Send welcome emails.
  27. 27. Send series of emails.
  28. 28. Send trigger emails.
  29. 29. Test, check your statistics & adjust your strategy.
  30. 30. LP Conversion Killer 1 - Image sliders Conversion Killer 1 Automatic Image Sliders
  31. 31. Why are image sliders bad? Eye tracking heatmap showing absolute duration of fixations from four participants Automatic image slider on top gets ignored.
  32. 32. Why are image sliders bad? Tracking autoslider clicks on the University of Notre Dame website.
  33. 33. Why are image sliders bad? They’re frequently used because multiple people in the organization want their offers on the homepage, so management uses a slider to make everyone happy. Or there’s a Fear Of Missing Out (FOMO), and a slider is used to cram information on valuable real estate, unfortunately reducing its effectiveness.
  34. 34. What should you do instead? Focus the area on one primary offer, with one ‘always visible’ CTA.
  35. 35. Conversion Killer 2 No Visual Hierarchy
  36. 36. Conversion Killer 2 - No Visual Hierarchy “Visual hierarchy is the organization and prioritization of content as a means to communicate a message.” https://hackdesign.org/lessons/19
  37. 37. Visual Hierarchy - case study Original homepage
  38. 38. Visual Hierarchy - case study A/B test variation
  39. 39. Visual Hierarchy - case study Original homepage Hey, we make waterproof iPod headphones
  40. 40. Visual Hierarchy - case study Original homepage You might want to have a look but sorry our hero image isn’t showing them
  41. 41. Visual Hierarchy - case study Original homepage Go ahead click the call to action based on that information
  42. 42. Visual Hierarchy - case study Original homepage And we’ve got a testimonial from a happy customer too! But it’s difficult to read
  43. 43. Visual Hierarchy - case study A/B test variation Hey, we make waterproof iPod headphones
  44. 44. Visual Hierarchy - case study A/B test variation Here’s what they look like!
  45. 45. Visual Hierarchy - case study A/B test variation Others love it too!
  46. 46. Visual Hierarchy - case study A/B test variation Go ahead, learn more about them
  47. 47. Visual Hierarchy - case study Result? 35.6% increase in sales from the A/B testing variation with better visual hierarchy!
  48. 48. Conversion Killer 3 Stock Images
  49. 49. LP Conversion Killer 3 - Stock Images “Stock photos are the porn of business websites” Brian Massey (ConversionScientist.com)
  50. 50. Stock Images - case study Original with stock photo of couple with boxes
  51. 51. Stock Images - case study
  52. 52. Stock Images - case study
  53. 53. Stock Images - case study Result? Assuming a constant value per lead, this A/B test added about $10,000 / month in interstate moves.
  54. 54. Why are stock photos bad? They have been overused to the point where they don’t convey anything meaningful about a business. In fact, visitors have started displaying banner-blindness behavior towards stock images.
  55. 55. Conversion Killer 4 Lack of Trust Signals
  56. 56. LP Conversion Killer 4 - Lack of Trust Signals
  57. 57. Trust Signal - case study Hotel Institute Montreaux, Switzerland original landing page form for prospective candidates to download a brochure.
  58. 58. Trust Signal - case study The variation form that they A/B tested with a testimonial from a current student.
  59. 59. Trust Signals - case study Result? 50% increase in form-submits 54% decrease in cost per lead for HIM’s Google Adwords
  60. 60. Conversion Killer 5 You’re not A/B testing
  61. 61. A/B testing The difference between “I think this works” vs “I have the data to show that this works”
  62. 62. Questions?

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