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