5 deadly sins of conversion optimization
DESCRIPTION
Nearly everybody who runs a leadgen or an ecommerce site is guilty of one of these mistakes that hurt your conversion rate dramatically.TRANSCRIPT
5 Deadly Sins of Optimizationthat nearly everybody is guilty of....
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Experiment 1
What‘s it about?
Electric shaver?
Travel???
Fashion?
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Experiment 2
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What do you think?
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Experiment 3
© Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN
Deadly Sin #1:
NO RELEVANCE.
No creativity porn. Please.Don‘t try to be creative. People won‘t be able to decode your uber-
intelligent message.
They bounce
„We are“ -> „You can“
„What‘s in it for me?“
Answer this question first.
„Is it for people like me?“Or is it for people who are looking for stoned rabbits?
© Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN
© Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN
© Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN
© Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN
© Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN
Conversion Rates are higher on pages with fewer options.
© Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN
Decisions Hurt.
© Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN
Page 1 of 14. Can you spot the filters?
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This looks ugly but behaves like a sales person. It works.
© Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN
© Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN
Deadly Sin #2:
TOO MANY CHOICES
Never show too many options.
Use filters and facets to facilitate a decision.
Deliver a product comparison.
Show the factor that makes the difference.
© Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN
© Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN
Where is the service? Is there service?
© Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN
© Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN
© Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN
These are important values!
Real people make it human.
© Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN
Deadly Sin #3:
HIDDEN
VALUE
Show users what makes you different.
No matter what it is.
Be authentic.
Be human.
very visual.
very emotional...
inline videos are stimulating...
BAM! Until you recht the checkout.
If you think Burberry did it wrong -look at DELL. And remember: Every single dollar of
revenue has to go through this form.
You are too dumb to use our shop.
Haahahahaha.(Evil Laughter)
If this would be a behaviour in reality....
Menwhile at Burberry: „Your sesssion will time out shortly and you will have to re-enter all
data.“(evil laughter)
© Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN
Deadly Sin #4:
FOCUS ON MISTAKES
Encourage users in their decisions.
Tell them what they‘ve done right.
Re-inforce guarantees.
✓ Use little green checks. It feels great.
Now For SomethingCompletely Different.
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2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
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2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
✔ sofort lieferbar
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2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
✔ sofort lieferbar
➤ weiter
Fertig
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2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
+13,8 % Revenue Uplift
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2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
© Andre Morys, Web Arts AG www.web-arts.com71
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
© Andre Morys, Web Arts AG www.web-arts.com72
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
© Andre Morys, Web Arts AG www.web-arts.com73
„If you
double the number of experiments
you do per year you're going to double your inventiveness“
Jeff Bezos
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Don‘t call it Conversion Rate Optimization.
Call it Growth Rate Optimization.
© Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN
Deadly Sin #5:
WASTING CONVERSIONS
Use every single conversion in a test.
Don‘t test button colors.
Be faster than your competitor.
JFDI.You‘re a conversion
HERO!
© Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN
André Morys
Tel. +49.6172.68097-15
@morys
www.web-arts.com
Thank You!