ConversionKillersDr Karl Blanksand Ben Jesson

I’m going tosquander

your traffic

What you’ll get in the next 45 minutes

15 conversion killers

Effective remedies

1

2

3

Which ones affect you

20042004 20052005 20062006

16 conversion killers

#1: Not split testing

Before-and-after tests stink

PageA

PageA

PageB

PageB

New New Winner!Winner!

New New Winner!Winner!

PageC

PageC

New New Winner!Winner!

New New Winner!Winner!

Split tests

PageA

PageA

PageB

PageB

PageC

PageC

PageD

Continuous improvement

Multivariate testing (MVT, Taguchi, …)

= “Lots of split tests at once”

Useful if you have several split tests that could be carried out simultaneously

#2: "Meek tweaking”

GI GO

…for a page with aconversion rate of 5%

…for a page with aconversion rate of 5%

More profit

More fun

Much much much quicker

Bold, targetted changes“Meek tweaking”

No wins

Disheartening

Lose commitment

O/COobjection/counter-objection

See conversion-rate-experts.com/articles

#3: Customer isn’t in “shopping mode”

I’m justlooking,thanks

Customer isn’t in “shopping mode”

“Just browsing”, “researching”, “window shopping”

M&M Trail for a seller of fishing boats

To look at inflatable fishing boats.

What the visitor wants What the company wants How to do it

Sales copy Get the visitor to click on the “Buy now” button (or order by phone), then pay.

A better M&M Trail for a seller of fishing boats

To look at inflatable fishing boats.

What the visitor 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.

What the company wants

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

How to do it

#4: Unclear value proposition

I don’t knowwhat you do

#5: Lack of trust

I find mylack of faithdisturbing

#6: Lack of interest

I don’t needthis type

of product

#7: Confusion

I don’tunderstand

you

#8: Usability

I can’t work outhow to order

#9: Product-specific objections

Does it acceptSD memory

cards?

#10: "Fatal distraction”

[Doorbell rings]

#11: Don’t believe your company or product is any good

Proof incorporation: a “proof magnet”

Media mentions

Celebrity associations

Expert reviews

Customer testimonials

Proof investment

Media mentions

Achievements

Expert reviews

Customer testimonials

#12: Your competitor gets the sale

The power of niching

Where is the “general” shampoo?

Specialists are assumed to be better than generalists

#13: Too much perceived risk

#14: Prospect defers decision

I’ll go away andthink about it

#15: The merchant’s site is terrible

Pre-selling tips

Make sure they’re persuaded before they leave

Check they qualify before they leave

Tracking: Merchant’s conversion page or click-outs

Get them on your email list (by offering an incentive)

Offer them a bonus if they order via your site

Be memorable (so they come back)

#16: Bad prior experience

Killers Diagnosis Remedy

Here’s what you should do now…

See three of our most popular reports, athttp://www.conversion-rate-experts.com/articles/ 1

2 Get a free annotated screenshot of a $1 million landing page by signing up to our free newsletter.

3 Conversion Clinic at 12:00 in the expo hall

4 Free eyetracking at Stand 78