5 deadly sins of conversion optimization

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?

© Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN

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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✔ sofort lieferbar

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✔ sofort lieferbar

➤ weiter

Fertig

© Andre Morys, Web Arts AG www.web-arts.com69

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+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

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„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

andre.morys@web-arts.com

Tel. +49.6172.68097-15

@morys

www.web-arts.com

Thank You!