From a webinar co-presented by Conversion Rate Experts and Optimizely USA.

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

2. “Gruesome conversion killers”
The most common causes of conversion death
Chris Samila, Partnerships Manager
Dr Karl Blanks, Chairman

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

4. About Optimizely

6. Team: 4
265
7500+
Customers: 117

7. Some of our clients

8. “Gruesome conversion killers”
The most common causes of conversion death
Chris Samila, Partnerships Manager
Dr Karl Blanks, Chairman

9. About
Conversion Rate Experts

10. How we became
“conversion obsessed”

11. Google took notice

12. Clients in 9 languages in 22 countries

13. Our clients Our results

14. The killers

17. Killers Remedy
Diagnosis Killer Remedy

18. The most common
conversion killers

19. #1: Not split-testing

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

21. #2: “Meek tweaking”

22. GI à GO

23. …for a page with a
conversion rate of 5%
How long will your A/B split-test take?

24. …for a page with a
conversion rate of 5%
How long will your A/B split-test take?
2

25. …for a page with a
conversion rate of 5%
How long will your A/B split-test take?
23

26. …for a page with a
conversion rate of 5%
How long will your A/B split-test take?

27. How long will your A/B split-test take?
Bold, “Meek tweaking” targetted changes
…for a page with a
conversion rate of 5%
More profit
More fun
Much much
much quicker
No wins
Disheartening
Lose
commitment

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

29. O/CO
objection/counter-objection

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

42. I’m just
looking,
thanks
#3: Visitor isn’t in “shopping mode”

45. 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.

46. 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

48. I don’t know
what you do
#4: Unclear value proposition

50. #5: Lack of trust
I find my
lack of faith
disturbing

52. I don’t need
this type
of product
#6: Lack of interest

56. #7: Confusion
I don’t
understand
you

62. “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.

63. #8: Usability
I can’t work out
how to order

68. Must I buy
my own
SIM card?
#9: Product-specific objections

72. Three Hasselhoffs tall!

73. [Doorbell rings]
#10: “Fatal distraction”

75. #11: Don’t believe your company
or product is any good

76. Proof incorporation: a “proof magnet”
Media mentions
Celebrity associations
Expert reviews
Customer testimonials

77. Proof investment
Media mentions
Achievements
Expert reviews
Customer testimonials

78. #12: Your competitor gets the sale

79. The power of niching
§ Where is the “general” shampoo?
§ Specialists are assumed to be better
than generalists.

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

84. #14: Pages 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. Optimizely
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