If any of the slides are confusing, you can see the whole article at www.conversion-rate-experts.com/conversion-killers/

1. I’m going to
squander
your traffic
“Gruesome conversion killers”

2. What you’ll get from this talk
The most common conversion killers
Effective remedies
1
2
3
How to identify which ones affect you

3. About
Conversion Rate Experts

4. How we became
“conversion obsessed”

5. Google took notice

6. Clients in 9 languages in 22 countries

7. Our clients Our results

8. The killers

9. www.conversion-rate-experts.com/methodology/

11. Killers Remedy
Diagnosis Killer Remedy

12. The most common
conversion killers

13. #1: Not A/B-testing

14. Before-and-after tests stink
Conversions
www.conversion-rate-experts.com/cro-tips/

15. #2: “Meek tweaking”
—and blindly applying best practices

16. GI à GO

17. 23
2
How long will your A/B split-test take?
Bold, “Meek tweaking” targetted changes
More profit
More fun
Much much
much quicker
No wins
Disheartening
Lose
commitment

18. Total odds of
dying, any cause
1 in 1
(100%)
Fireworks
discharge
1 in 340,733
.
.
Earthquake
1 in 117,127
Lightning
1 in 79,746
Legal
execu5on
1 in 62,468
Hornet,
wasp, or
bee s5ng
1 in 56,789
Hot
weather
1 in 13,729
Flood
1 in 144,156
.
.
.
.
.
GREATEST
LEAST
Heart
disease
1 in 5
Cancer
1 in 7
Stroke
1 in 24
Motor
vehicle
accident
1 in 84
Suicide
1 in 119
Falling
1 in 218
Firearm
assault
1 in 314
Pedestrian
accident
1 in 526
Drowning
1 in 1,008
Motorcycle
accident
1 in 1,029
Fire or
smoke
1 in 1,113
Bicycling
accident
1 in 4,919
Alcohol
poisoning
1 in 10,048
Accidental
firearm
discharge
1 in 5,134
Air/space
accident
1 in 5,051
Accidental
electrocu5on
1 in 9,968

19. O/CO
objection/counter-objection

21. www.conversion-rate-experts.com/understanding-your-visitors/

33. “Creating a robot salesperson”
§ Sells products every week.
§ Knows what to say.
§ Knows every customer objection.
§ Mentioned 22 sales points that weren’t
mentioned on the website.

34. I don’t
understand
you
#3: Confusing copywriting
—the visitors can’t understand your words.

40. This is confusing
#4: The visitors can’t work
out how to use the website

45. I don’t need
this type
of product
#5: The visitors don’t see anything
that interests them

49. I don’t know
what you do
#6: Unclear (or unattractive)
value proposition

53. #7: Lack of trust in your company

54. Landing
page Awards won
In business since…
Pres5gious clients

56. I find my
lack of faith
disturbing
#8: Lack of trust in the product

57. I’m just
looking,
thanks
#9: The visitor isn’t in “shopping mode”

60. The CRE Funnel Planner
What the visitor wants What the company wants How to do it

61. Reese’s Pieces Trail for a seller of fishing boats
What the visitor wants What the company wants How to do it
§ To look at inflatable fishing
boats.
§ Get the visitor to click on the § Sales copy
“Buy now” button (or order by
phone), then pay.

62. A better Reese’s Pieces Trail for a seller of fishing boats
What the visitor wants
§ To look at inflatable fishing
boats.
What the company 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.
How to do it
§ 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

64. Must I buy
my own
SIM card?
#10: Product-specific objections

70. Three Hasselhoffs tall!

71. #11: The visitor chooses your
competitor instead of you

73. [Doorbell rings]
#12: “Fatal distraction”
—the visitor gets sidetracked

75. I’ll go away and
think about it
#13: Prospect defers decision

84. #14: Parts of the sales funnel that are
outside of your control are terrible

85. Pre-selling tips
§ Make sure your visitors are persuaded before they leave.
§ Check they qualify before they leave.
§ Tracking code on the ultimate conversion page or click-outs.
§ If yours is an affiliate site:
§ Get visitors onto your email list (by offering an incentive).
§ Offer visitors a bonus if they order via your site.
§ Be memorable (so they come back).

86. #15: Bad prior experience

93. Other opportunities beyond the first conversion
Build the relationship with regular follow-up (email & offline)
Be more than a “store.” Be a community and/or trusted advisor
Optimize (or create) your refer-a-friend program
1
2
3
Cross-sell on your thank-you 4 page and using email

94. Killers Remedy
Diagnosis Killer Remedy

95. Conversion Rate Experts
Annual revenue $1M+?
Get a free phone consultation: www.conversion-rate-experts.com/contact-us/
Work for us:
www.conversion-rate-experts.com/careers/
Get your free CRO toolkit:
www.conversion-rate-experts.com/learning-zone/