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Don’t Do Anything On Your Website
You Wouldn’t Do On a First Date
Karl Gilis
@agconsult
The dating principle
Karl Gilis
@agconsult
Karl Gilis - @AGConsult
Since
2001
Some of our clients
1. Be on time
Nobody likes to be kept waiting
@agconsult
1 second slower 7% decrease in conversion
2,2 seconds faster
15,5% more downloads
From 4 to 1,2 seconds
12% more revenue
25% more pageviews
Fast loading times are important
Technical stuff:
Hosting – Image size – Limited number of scripts – Caching – Compression
But most importantly: nu fluffy stuff, only show things that matter.
@agconsult
"Web design isn't about adding stuff.
It's about keeping only those elements
that add to the bottom line."
Karl Gilis - @agconsult
2. Be patient
Don't start with a French kiss. Build some kind of relationship first.
@agconsult
Don't do anything on your website you wouldn't do on a first date
Don't do anything on your website you wouldn't do on a first date
Don't do anything on your website you wouldn't do on a first date
Don't do anything on your website you wouldn't do on a first date
Don't do anything on your website you wouldn't do on a first date
Don't do anything on your website you wouldn't do on a first date
Don't do anything on your website you wouldn't do on a first date
Don't do anything on your website you wouldn't do on a first date
It will probably work on short term.
But is this the kind of relationship you want?
Karl Gilis - @agconsult
Don't start with a modal overlay.
Use delayed or exit overlays instead.
Yes, most marketing people and designers hate overlays.
But they do work. Especially if you use them in a smart way.
@agconsult
• 300% increase in monthly sales leads.
• 48.54% lift in sales.
8% of our blog readers download a pdf-version
or pdf-upgrade of our articles
Start testing with delayed overlays
Even if you hate them.
Yes: even if you really, really hate them.
@agconsult
Don't do anything on your website you wouldn't do on a first date
Don't do anything on your website you wouldn't do on a first date
Don't do anything on your website you wouldn't do on a first date
Don't do anything on your website you wouldn't do on a first date
Be subtle
Don't force your visitor. Your time will come.
@agconsult
3. Don't tell your life story in the 1st minute
You don't need to fill every silence.
@agconsult
Don't do anything on your website you wouldn't do on a first date
Don't do anything on your website you wouldn't do on a first date
"Limit the number of elements
and your message will be clearer."
Jason Gross
Don't do anything on your website you wouldn't do on a first date
55% more clicks in the same screen real estate,
after reducing the number of messages from 4 to 2.
Don't overwhelm your visitors
Less is more.
@agconsult
White space has never killed a visitor.
Karl Gilis - @agconsult
Don't do anything on your website you wouldn't do on a first date
Don't do anything on your website you wouldn't do on a first date
78% more clicks from
this landing page to a
product page.
Use bullet lists
Especially above the fold on product and landing pages.
@agconsult
4. Don't shout for attention. Give attention.
You're already on a date. They already showed some interest in you.
@agconsult
Don't do anything on your website you wouldn't do on a first date
Don't do anything on your website you wouldn't do on a first date
28% more clicks
Sliders suck. Always.
Except when they are just image slides. Without separate messages.
@agconsult
"I really believe in less is more.
But as a brand we want to push things on our
homepage.
And, as you know, an image says so much more
than 1.000 words."
Every marketeer in the world
Question:
You just bought an apartment and you
want to get insurance for it.
Don't do anything on your website you wouldn't do on a first date
Don't do anything on your website you wouldn't do on a first date
Only 3% clicks on the banner.
38% clicks on the direct link, much lower
on the page.
A big banner isn't the solution
• 41% direct succes
• 18% indirect succes
• 42% fails
10% clicks on the general product
category.
This variation performed best on all questions.
• 61% direct succes
• 19% indirect succes
• 20% fails
Forget banners and other cries for
attention
The visitor is already on your website or your landing page.
Pay attention to their needs.
@agconsult
"Offline marketing is about
getting attention.
Online marketing is about
paying attention."
Gerry McGovern
5. Make sure you get the attention you deserve
Minimize the risk of distraction.
@agconsult
@agconsult
@agconsult
Don't do anything on your website you wouldn't do on a first date
On this landing page, we deleted the
floating main navigation.
This resulted in an uplift of over 24,2%.
Don't do anything on your website you wouldn't do on a first date
Removing the main navigation, resulted in a
significant lift in bookings.
Remove navigation, especially for
visitors coming from specific search
queries
When navigation turns into a distraction, remove or hide it.
@agconsult
Don't do anything on your website you wouldn't do on a first date
11,4% more sales
Heb je een kortingscode?
Remove clutter
Consider everything that doesn't result in more conversion as clutter.
@agconsult
"For every element on a web page
there should be a
clear justification why it's there."
Karl Gilis - @agconsult
6. Show interest in your date
Don't make it all about you.
@agconsult
Question
Why would you visit the website of a petrol station brand such as BP, Shell,
Total, Opet or Kadoil?
What is your goal?
Don't do anything on your website you wouldn't do on a first date
@agconsult
Don't do anything on your website you wouldn't do on a first date
@agconsult
Don't do anything on your website you wouldn't do on a first date
@agconsult
Don't do anything on your website you wouldn't do on a first date
Don't do anything on your website you wouldn't do on a first date
Don't do anything on your website you wouldn't do on a first date
@agconsult
Don't do anything on your website you wouldn't do on a first date
Don't do anything on your website you wouldn't do on a first date
@agconsult
#greatmarketingstartswithnotsucking
Avinash Kaushik
What's the goal of my website
What's the goal of my visitors
Karl Gilis - @agconsult
Don't do anything on your website you wouldn't do on a first date
Ask your visitors & (potential) clients
the right questions
Targeted surveys and interviews are my favourite methods.
. @agconsult
Some of my favorite questions
• On website
• What is the purpose of your visit to our website today?
• What are the most important things when buying …?
• What’s keeping you from buying this product right now?
• What’s holding you back from completing your purchase today?
• What convinced you the most to decide to ask a quote?
• Was there something that made you hesitate? If so, what?
• Existing clients
• What convinced you the most to buy this product from us?
• What’s the one thing that nearly stopped you buying from us?
• What would you miss most if your X broke down / if we took away X
• What's the most important thing X helped you to achieve?
What is the purpose of your visit to our website today?
Don't do anything on your website you wouldn't do on a first date
23 x more people use the
dealer locator
Give people what they want
As long as it helps your business.
. @agconsult
What is the purpose of your visit to our website today?
120,4% more dealer searches
Top tasks can be different from
device to device
Once again: do your research!
. @agconsult
What convinced you the most to decide to ask a
quote?
Was there something that made you hesitate?
If so, what?
77,1% more requests for quote
Know what your clients & visitors want
And get filthy rich 
. @agconsult
Stop selling the way you want to sell
Sell the way people want to buy
Karl Gilis - @agconsult
7. Tell something interesting first
Don't bore your date to death. Make sure they want to know more about you.
@agconsult
Only 52,41% of visitors scrolled to this part
Original
Variation
32,5% more people reach this point:
- Our version: 69,45%
- Original: 52,41%
44,1% more people reach this point
100% more visitors go to a product detail page
76,2% more requests for quote
57,8% more brochure downloads
Don't be afraid of long pages.
People do scroll.
Not everything needs to be above the fold.
But make sure visitors do scroll and convert.
@agconsult
Average fold
50% scroll mark
50% scroll mark
What’s above the fold really matters
Although designers keep saying the page fold is a myth, it really isn't.
@agconsult
8. Your first date isn't a police interrogation
You've got plenty of time later on to really get to know eachother.
@agconsult
Don't do anything on your website you wouldn't do on a first date
Be careful with graphs and numbers like these.
There is no such thing as the ideal number of fields.
Don't do anything on your website you wouldn't do on a first date
@agconsult
You have to find out what works best for
your website
@agconsult
You have to find out what works best for
your audience
@agconsult
You have to find out what works best for
your product or service
@agconsult
52,9% more requests for offer
Too many low quality leads
Formisimo reveals which fields caused most problems
Instead of gambling, do your research!
43,7% more good requests for offer.
Make forms as good as possible
Tools like Formisimo reveal where the real problems are.
@agconsult
9. Give compliments!
Make your date feel good. Don't focus on the small imperfections.
@agconsult
Don't do anything on your website you wouldn't do on a first date
No difference at all.
5,9% more sales on desktop and tablets
61% more sales on smartphones
0
10
20
30
40
50
60
Design changes Less friction Words & behaviour
Average impact on conversion per type of test
If you don't care about words,
you're a decorator.
Not a designer.
Karl Gilis - @agconsult
Of course I want to tell another story
about Suzuki.
But I'm not going to tell it.
Because I know you have 1 question.
Karl,
why is there so much Suzuki in your talk?
• I'm a Suzuki reseller
• I only have one client
• I want to illustrate you can do many things on 1 website.
• From 6 to 84 requests for offer per day.
That's a 1.300% increase.
@agconsult
Our job?
#makingvisitorshappy
Karl Gilis - @agconsult
Get my free ebook now
 10 conversion tips that work on every website
 15 cases from the real world
 6 best practices from leading websites
 www.agconsult.com/ebook.html
 www.slideshare.net/agconsult
Already more than 6.865 downloads
That's it!
Thx
@agconsult
karl@agconsult.com
www.agconsult.com

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Don't do anything on your website you wouldn't do on a first date

  • 1. Don’t Do Anything On Your Website You Wouldn’t Do On a First Date Karl Gilis @agconsult
  • 2. The dating principle Karl Gilis @agconsult
  • 3. Karl Gilis - @AGConsult Since 2001
  • 4. Some of our clients
  • 5. 1. Be on time Nobody likes to be kept waiting @agconsult
  • 6. 1 second slower 7% decrease in conversion
  • 7. 2,2 seconds faster 15,5% more downloads
  • 8. From 4 to 1,2 seconds 12% more revenue 25% more pageviews
  • 9. Fast loading times are important Technical stuff: Hosting – Image size – Limited number of scripts – Caching – Compression But most importantly: nu fluffy stuff, only show things that matter. @agconsult
  • 10. "Web design isn't about adding stuff. It's about keeping only those elements that add to the bottom line." Karl Gilis - @agconsult
  • 11. 2. Be patient Don't start with a French kiss. Build some kind of relationship first. @agconsult
  • 20. It will probably work on short term. But is this the kind of relationship you want? Karl Gilis - @agconsult
  • 21. Don't start with a modal overlay. Use delayed or exit overlays instead. Yes, most marketing people and designers hate overlays. But they do work. Especially if you use them in a smart way. @agconsult
  • 22. • 300% increase in monthly sales leads. • 48.54% lift in sales.
  • 23. 8% of our blog readers download a pdf-version or pdf-upgrade of our articles
  • 24. Start testing with delayed overlays Even if you hate them. Yes: even if you really, really hate them. @agconsult
  • 29. Be subtle Don't force your visitor. Your time will come. @agconsult
  • 30. 3. Don't tell your life story in the 1st minute You don't need to fill every silence. @agconsult
  • 33. "Limit the number of elements and your message will be clearer." Jason Gross
  • 35. 55% more clicks in the same screen real estate, after reducing the number of messages from 4 to 2.
  • 36. Don't overwhelm your visitors Less is more. @agconsult
  • 37. White space has never killed a visitor. Karl Gilis - @agconsult
  • 40. 78% more clicks from this landing page to a product page.
  • 41. Use bullet lists Especially above the fold on product and landing pages. @agconsult
  • 42. 4. Don't shout for attention. Give attention. You're already on a date. They already showed some interest in you. @agconsult
  • 46. Sliders suck. Always. Except when they are just image slides. Without separate messages. @agconsult
  • 47. "I really believe in less is more. But as a brand we want to push things on our homepage. And, as you know, an image says so much more than 1.000 words." Every marketeer in the world
  • 48. Question: You just bought an apartment and you want to get insurance for it.
  • 51. Only 3% clicks on the banner. 38% clicks on the direct link, much lower on the page. A big banner isn't the solution • 41% direct succes • 18% indirect succes • 42% fails 10% clicks on the general product category.
  • 52. This variation performed best on all questions. • 61% direct succes • 19% indirect succes • 20% fails
  • 53. Forget banners and other cries for attention The visitor is already on your website or your landing page. Pay attention to their needs. @agconsult
  • 54. "Offline marketing is about getting attention. Online marketing is about paying attention." Gerry McGovern
  • 55. 5. Make sure you get the attention you deserve Minimize the risk of distraction. @agconsult
  • 59. On this landing page, we deleted the floating main navigation. This resulted in an uplift of over 24,2%.
  • 61. Removing the main navigation, resulted in a significant lift in bookings.
  • 62. Remove navigation, especially for visitors coming from specific search queries When navigation turns into a distraction, remove or hide it. @agconsult
  • 64. 11,4% more sales Heb je een kortingscode?
  • 65. Remove clutter Consider everything that doesn't result in more conversion as clutter. @agconsult
  • 66. "For every element on a web page there should be a clear justification why it's there." Karl Gilis - @agconsult
  • 67. 6. Show interest in your date Don't make it all about you. @agconsult
  • 68. Question Why would you visit the website of a petrol station brand such as BP, Shell, Total, Opet or Kadoil? What is your goal?
  • 83. What's the goal of my website What's the goal of my visitors Karl Gilis - @agconsult
  • 85. Ask your visitors & (potential) clients the right questions Targeted surveys and interviews are my favourite methods. . @agconsult
  • 86. Some of my favorite questions • On website • What is the purpose of your visit to our website today? • What are the most important things when buying …? • What’s keeping you from buying this product right now? • What’s holding you back from completing your purchase today? • What convinced you the most to decide to ask a quote? • Was there something that made you hesitate? If so, what? • Existing clients • What convinced you the most to buy this product from us? • What’s the one thing that nearly stopped you buying from us? • What would you miss most if your X broke down / if we took away X • What's the most important thing X helped you to achieve?
  • 87. What is the purpose of your visit to our website today?
  • 89. 23 x more people use the dealer locator
  • 90. Give people what they want As long as it helps your business. . @agconsult
  • 91. What is the purpose of your visit to our website today?
  • 92. 120,4% more dealer searches
  • 93. Top tasks can be different from device to device Once again: do your research! . @agconsult
  • 94. What convinced you the most to decide to ask a quote? Was there something that made you hesitate? If so, what? 77,1% more requests for quote
  • 95. Know what your clients & visitors want And get filthy rich  . @agconsult
  • 96. Stop selling the way you want to sell Sell the way people want to buy Karl Gilis - @agconsult
  • 97. 7. Tell something interesting first Don't bore your date to death. Make sure they want to know more about you. @agconsult
  • 98. Only 52,41% of visitors scrolled to this part
  • 101. 32,5% more people reach this point: - Our version: 69,45% - Original: 52,41% 44,1% more people reach this point 100% more visitors go to a product detail page 76,2% more requests for quote 57,8% more brochure downloads
  • 102. Don't be afraid of long pages. People do scroll. Not everything needs to be above the fold. But make sure visitors do scroll and convert. @agconsult
  • 103. Average fold 50% scroll mark 50% scroll mark
  • 104. What’s above the fold really matters Although designers keep saying the page fold is a myth, it really isn't. @agconsult
  • 105. 8. Your first date isn't a police interrogation You've got plenty of time later on to really get to know eachother. @agconsult
  • 107. Be careful with graphs and numbers like these. There is no such thing as the ideal number of fields.
  • 110. You have to find out what works best for your website @agconsult
  • 111. You have to find out what works best for your audience @agconsult
  • 112. You have to find out what works best for your product or service @agconsult
  • 113. 52,9% more requests for offer
  • 114. Too many low quality leads
  • 115. Formisimo reveals which fields caused most problems Instead of gambling, do your research!
  • 116. 43,7% more good requests for offer.
  • 117. Make forms as good as possible Tools like Formisimo reveal where the real problems are. @agconsult
  • 118. 9. Give compliments! Make your date feel good. Don't focus on the small imperfections. @agconsult
  • 121. 5,9% more sales on desktop and tablets
  • 122. 61% more sales on smartphones
  • 123. 0 10 20 30 40 50 60 Design changes Less friction Words & behaviour Average impact on conversion per type of test
  • 124. If you don't care about words, you're a decorator. Not a designer. Karl Gilis - @agconsult
  • 125. Of course I want to tell another story about Suzuki. But I'm not going to tell it. Because I know you have 1 question.
  • 126. Karl, why is there so much Suzuki in your talk? • I'm a Suzuki reseller • I only have one client • I want to illustrate you can do many things on 1 website. • From 6 to 84 requests for offer per day. That's a 1.300% increase.
  • 129. Get my free ebook now  10 conversion tips that work on every website  15 cases from the real world  6 best practices from leading websites  www.agconsult.com/ebook.html  www.slideshare.net/agconsult Already more than 6.865 downloads

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