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

1. 10 Conversion Killers and How to
Fight Them

2. Karolina Kurcwald
Social Media and Content Marketing
Manager GetResponse
Siddharth Deswal
Senior Marketer
VWO
@karolstefan
@getresponse
@vwo

4. 1. You're not mobile.

5. More email is read on mobile than on
desktop devices.

6. 54%
mobile
29%
webmail
22%
desktop
Litmus Email Analytics Jun 2015

7. 75 % of Gmail users access their accounts on
mobile devices.
Google / TechCrunch “I/O developers conference” (May 2015)

8. 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”

9. Responsive design

10. Easy to click:
CTA above the fold
Size of clickable areas: 44 × 44 px
10-20 px extra space around

11. Easy to read:
14 px for regular text
22 px for headlines

15. Test

18. Check your statistics & adjust your strategy.

19. 2. You're boring your subscribers.

23. You're wasting your preheader.

25. You're copying content from your
landing page.

26. 3. You're confusing your subscribers.

27. Focus on one CTA.

29. And make it clear.

31. Make it specific.

34. 4. You send everyone the same content.

35. You don't segment your list.

36. 42% of marketers don’t segment.

38. Create an email targeting strategy.

39. 5. You're not sending enough.

40. Build a relationship.

41. Send welcome emails.

42. Send series of emails.

43. Send trigger emails.

44. Test, check your statistics & adjust
your strategy.

45. LP Conversion Killer 1 - Image sliders
Conversion Killer 1
Automatic Image Sliders

46. Why are image sliders bad?
Eye tracking heatmap showing
absolute duration of fixations from
four participants
Automatic image slider on top gets
ignored.

47. Why are image sliders bad?
Tracking autoslider clicks on the University of Notre Dame website.

48. 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.

49. What should you do instead?
Focus the area on one primary offer, with one ‘always visible’ CTA.

50. Conversion Killer 2
No Visual Hierarchy

51. 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

52. Visual Hierarchy - case study
Original homepage

53. Visual Hierarchy - case study
A/B test variation

54. Visual Hierarchy - case study
Original homepage
Hey, we make waterproof
iPod headphones

55. Visual Hierarchy - case study
Original homepage
You might want to have a
look but sorry our hero
image isn’t showing them

56. Visual Hierarchy - case study
Original homepage
Go ahead click the call to
action based on that
information

57. Visual Hierarchy - case study
Original homepage
And we’ve got a
testimonial from a happy
customer too! But it’s
difficult to read

58. Visual Hierarchy - case study
A/B test variation
Hey, we make waterproof
iPod headphones

59. Visual Hierarchy - case study
A/B test variation
Here’s what they look
like!

60. Visual Hierarchy - case study
A/B test variation
Others love it too!

61. Visual Hierarchy - case study
A/B test variation
Go ahead, learn more
about them

62. Visual Hierarchy - case study
Result?
35.6% increase in sales from the A/B testing variation
with better visual hierarchy!

63. Conversion Killer 3
Stock Images

64. LP Conversion Killer 3 - Stock Images
“Stock photos are the porn of business websites”
Brian Massey (ConversionScientist.com)

65. Stock Images - case study
Original with stock photo of couple with boxes

66. Stock Images - case study

67. Stock Images - case study

68. Stock Images - case study
Result?
Assuming a constant value per lead, this A/B test
added about $10,000 / month in interstate moves.

69. 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.

70. Conversion Killer 4
Lack of Trust Signals

71. LP Conversion Killer 4 - Lack of Trust Signals

72. Trust Signal - case study
Hotel Institute Montreaux,
Switzerland original landing page
form for prospective candidates to
download a brochure.

73. Trust Signal - case study
The variation form that they A/B
tested with a testimonial from a
current student.

74. Trust Signals - case study
Result?
50% increase in form-submits
54% decrease in cost per lead for HIM’s Google
Adwords

75. Conversion Killer 5
You’re not A/B testing

76. A/B testing
The difference between
“I think this works”
vs
“I have the data to show that this works”

77. Questions?