@Conversionista      Page 1                  2012-09-06
@Conversionista      Page 2                  2012-09-06
”Every Company should have aDirector of Details with unlimitedinfluence and almost no budget”   TED.COM : Sweat the small ...
@Conversionista      Page 4                  2012-09-06
Wikimedia Commons        or@Conversionista            Page 5                        2012-09-06
”In order to learn to drive inSweden you first have to delearn  what you learnt in Turkey”           @Conversionista      ...
@Conversionista      Page 7                  2012-09-06
@Conversionista      Page 8                  2012-09-06
@Conversionista      Page 9                  2012-09-06
 Mobile  version            @Conversionista      Page 10                              2012-09-06
With (0)                                       Without (0)1.    Click to call                            1.   Click to cal...
 Why do you market  someone else when you  could be marketing  yourself?                          @Conversionista      Pa...
@Conversionista      Page 14                  2012-09-06
<div style="font-family:verdana, helvetica,  sans-serif;font-  size:10pt"><div><br></div><div style="font-  family:verdana...
Opening rate > 80%                Opening rate < 10%                     @Conversionista                      Page 16     ...
@Conversionista      Page 17                  2012-09-06
 Percentage of recepients that will click the ”Can’t read  the…..” link < 0,01% Percentage of recipients that will see y...
@Conversionista      Page 19                  2012-09-06
@Conversionista      Page 20                  2012-09-06
@Conversionista      Page 21                  2012-09-06
 12 out of 155 had error            pages that fully met our            critera           Why is it important?          ...
 Talk Human language - Not computer language                     @Conversionista               Page 23                   ...
 Talk Human language - Not computer language Dont’ be too clever                     @Conversionista               Page ...
   Talk Human language - Not computer language   Dont’ be too clever   Put the Blame on yourself not on the user   Poi...
@Conversionista      Page 26                  2012-09-06
@Conversionista      Page 27                  2012-09-06
@Conversionista      Page 28                  2012-09-06
   Get rid of tech lingo such as “incompatible.”   Don’t use negative words   Put the blame on yourself, not on the use...
@Conversionista      Page 30                  2012-09-06
@Conversionista      Page 31                  2012-09-06
By tracking delivery oferror messages inGoogle Analytics wediscovered that: 25% of visitors were  told ”site is closed” ...
@Conversionista      Page 37                  2012-09-06
@Conversionista      Page 38                  2012-09-06
”At every point in your    conversation with acustomer/prospect/someone             -     What do you want     them to do ...
@Conversionista      Page 40                  2012-09-06
@Conversionista      Page 41                  2012-09-06
@Conversionista      Page 42                  2012-09-06
”Are you saying   Thank you,when you could be     sayingCongratulations?!”             @Conversionista      Page 43       ...
@Conversionista      Page 44                  2012-09-06
@Conversionista      Page 45                  2012-09-06
@Conversionista      Page 46                  2012-09-06
@Conversionista      Page 47                  2012-09-06
@Conversionista      Page 48                  2012-09-06
1. The parenthesis zero in your Email footer & on your   web site2. Transactional email3. Can’t read this Newsletter? Clic...
Twitter: @conversionistajohn@conversionista.se      @Conversionista         Page 50                           2012-09-06
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The Long Tail of Conversion

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The Long Tail of Conversion

  1. 1. @Conversionista Page 1 2012-09-06
  2. 2. @Conversionista Page 2 2012-09-06
  3. 3. ”Every Company should have aDirector of Details with unlimitedinfluence and almost no budget” TED.COM : Sweat the small stuff Image _ Wikimedia Commong @Conversionista Page 3 2012-09-06
  4. 4. @Conversionista Page 4 2012-09-06
  5. 5. Wikimedia Commons or@Conversionista Page 5 2012-09-06
  6. 6. ”In order to learn to drive inSweden you first have to delearn what you learnt in Turkey” @Conversionista Page 6 2012-09-06
  7. 7. @Conversionista Page 7 2012-09-06
  8. 8. @Conversionista Page 8 2012-09-06
  9. 9. @Conversionista Page 9 2012-09-06
  10. 10.  Mobile version @Conversionista Page 10 2012-09-06
  11. 11. With (0) Without (0)1. Click to call 1. Click to call2. Fail3. Switch to ”latest calls”4. Copy number5. Switch to notepad6. Paste nr into notepad7. Edit number8. Copy number again9. Switch back to Phone10. Switch to keypad11. Paste number12. Call @Conversionista Page 11 2012-09-06
  12. 12.  Why do you market someone else when you could be marketing yourself? @Conversionista Page 12 2012-09-06
  13. 13. @Conversionista Page 14 2012-09-06
  14. 14. <div style="font-family:verdana, helvetica, sans-serif;font- size:10pt"><div><br></div><div style="font- family:verdana, helvetica, sans-serif;font- size:10pt"><br><div style="font-family:arial, helvetica, sans-serif;font-size:10pt"><font size="2" face="Tahoma">@Conversionista Page 15 2012-09-06
  15. 15. Opening rate > 80% Opening rate < 10% @Conversionista Page 16 2012-09-06
  16. 16. @Conversionista Page 17 2012-09-06
  17. 17.  Percentage of recepients that will click the ”Can’t read the…..” link < 0,01% Percentage of recipients that will see your newsletter in their mobile first  50% @Conversionista Page 18 2012-09-06
  18. 18. @Conversionista Page 19 2012-09-06
  19. 19. @Conversionista Page 20 2012-09-06
  20. 20. @Conversionista Page 21 2012-09-06
  21. 21.  12 out of 155 had error pages that fully met our critera  Why is it important? – You can’t stop it from happening – It’s one page only@Conversionista Page 22 2012-09-06
  22. 22.  Talk Human language - Not computer language @Conversionista Page 23 2012-09-06
  23. 23.  Talk Human language - Not computer language Dont’ be too clever @Conversionista Page 24 2012-09-06
  24. 24.  Talk Human language - Not computer language Dont’ be too clever Put the Blame on yourself not on the user Point the visitor to your best material Put search prominently @Conversionista Page 25 2012-09-06
  25. 25. @Conversionista Page 26 2012-09-06
  26. 26. @Conversionista Page 27 2012-09-06
  27. 27. @Conversionista Page 28 2012-09-06
  28. 28.  Get rid of tech lingo such as “incompatible.” Don’t use negative words Put the blame on yourself, not on the user. Clearly identify the error so the user knows what to correct – Don’t be too clever or wordy Give the user a hint of how the problem can be solved. @Conversionista Page 29 2012-09-06
  29. 29. @Conversionista Page 30 2012-09-06
  30. 30. @Conversionista Page 31 2012-09-06
  31. 31. By tracking delivery oferror messages inGoogle Analytics wediscovered that: 25% of visitors were told ”site is closed” When in fact, it was only a problem validating their ID number (who had been entered in ”incorrect Format”) @Conversionista Page 36 2012-09-06
  32. 32. @Conversionista Page 37 2012-09-06
  33. 33. @Conversionista Page 38 2012-09-06
  34. 34. ”At every point in your conversation with acustomer/prospect/someone - What do you want them to do next?@Conversionista Page 39 2012-09-06
  35. 35. @Conversionista Page 40 2012-09-06
  36. 36. @Conversionista Page 41 2012-09-06
  37. 37. @Conversionista Page 42 2012-09-06
  38. 38. ”Are you saying Thank you,when you could be sayingCongratulations?!” @Conversionista Page 43 2012-09-06
  39. 39. @Conversionista Page 44 2012-09-06
  40. 40. @Conversionista Page 45 2012-09-06
  41. 41. @Conversionista Page 46 2012-09-06
  42. 42. @Conversionista Page 47 2012-09-06
  43. 43. @Conversionista Page 48 2012-09-06
  44. 44. 1. The parenthesis zero in your Email footer & on your web site2. Transactional email3. Can’t read this Newsletter? Click here to…..4. 404 pages5. Saying YES in your web forms!6. Tracking error messages in Google Analytics7. Never tell users they are done8. Telll users they are done. @Conversionista Page 49 2012-09-06
  45. 45. Twitter: @conversionistajohn@conversionista.se @Conversionista Page 50 2012-09-06

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