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CONVERSION MISTAKES YOU’RE PROBABLY MAKING
5 and how to fix them to increase sales.
By Louis Grenier@LouisSlices
5 Conversion Mistakes to Avoid -‐ by Louis Grenier -‐ @LouisSlices
I’m Louis Grenier, A no-‐nonsense digital marketer, fighBng for a more honest and t ranspa rent markeBng . I s pec i a l i s e i n conve r s i on opBmisaBon.
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5 Conversion Mistakes to Avoid -‐ by Louis Grenier -‐ @LouisSlices
12 years ago, I was spending my Bme on MSN Messenger and Sim City 4 onlin… I always have been fascinated by the power of Internet and how you can connect with people all over the World.
Credit
9
5 Conversion Mistakes to Avoid -‐ by Louis Grenier -‐ @LouisSlices
… But for some reasons, aOer high-‐school, I got obsessed with wind turbines. I went on to study Mechanical Engineering, and spent one year in Kansas, USA….
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5 Conversion Mistakes to Avoid -‐ by Louis Grenier -‐ @LouisSlices
… I had lots of fun…
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5 Conversion Mistakes to Avoid -‐ by Louis Grenier -‐ @LouisSlices
… And started a blog about digital markeBng (in French). I wrote about books I was reading about digital markeBng, entrepreneurship and social media.
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5 Conversion Mistakes to Avoid -‐ by Louis Grenier -‐ @LouisSlices
Five years ago, I moved to Ireland to work for Renault Ireland…
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5 Conversion Mistakes to Avoid -‐ by Louis Grenier -‐ @LouisSlices
… And shortly aOer, studied Digital MarkeBng at the Digital MarkeBng InsBtute…
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5 Conversion Mistakes to Avoid -‐ by Louis Grenier -‐ @LouisSlices
I then moved to ZinMobi, a mobile markeBng startup, where I was in charge of markeBng. I got the opportunity to speak at large retail conferences in Ireland and United Kingdom.
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5 Conversion Mistakes to Avoid -‐ by Louis Grenier -‐ @LouisSlices
But then, a year ago, I made the biggest mistake of my life: I leO my full-‐Bme job to start my own company, with no other source of revenue (this was my new office).
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5 Conversion Mistakes to Avoid -‐ by Louis Grenier -‐ @LouisSlices
I first launched a “tech startup”, called Slices.io, aiming at helping eCommerce companies to retain their customers in a be`er fashion. But it didn’t take off. So I pivoted. 3 Bmes.
5 Conversion Mistakes to Avoid -‐ by Louis Grenier -‐ @LouisSlices
And finally found a business worth pursuing: helping businesses convert their visitors into happy, repeat customers. Slices ConsulBng was born.
Online Sales
Visits
Traffic
5 Conversion Mistakes to Avoid -‐ by Louis Grenier -‐ @LouisSlices
Why does conversion opBmisaBon ma`er? Well, when people visit your website (traffic), some of them convert into a lead or a sale…
Visits
Traffic
More Online Sales
5 Conversion Mistakes to Avoid -‐ by Louis Grenier -‐ @LouisSlices
… but, imagine if more visitors convert into customers, with the exact same traffic? That means more revenue with the same iniBal investment! How cool is that?
Visits
Traffic
More Online Sales
Repeat Customers & Recos
5 Conversion Mistakes to Avoid -‐ by Louis Grenier -‐ @LouisSlices
If more visitors convert into leads or customers, it also means that they were happy with their experience. Which also means that they are more likely to come back, and more likely to recommend your business to a friend! More traffic!
MISTAKE #1
Photo credit
5 Conversion Mistakes to Avoid -‐ by Louis Grenier -‐ @LouisSlices
I’m gegng married in a few months. Funnily enough, markeBng is like a marriage. Don’t expect to always sell the very first Bme somebody visits your website. You wouldn’t ask a stranger to marry you, would you?
5 Conversion Mistakes to Avoid -‐ by Louis Grenier -‐ @LouisSlices
In this video, you can see a couple at a wedding. The boyfriend seems to have a strange reacBon when he sees those flowers…
5 Conversion Mistakes to Avoid -‐ by Louis Grenier -‐ @LouisSlices
… That’s because he doesn’t seem to keen to be married next…
Source
5 Conversion Mistakes to Avoid -‐ by Louis Grenier -‐ @LouisSlices
Well, that’s what happens when businesses expect to sell their products or services straight away. Their visitors just ignore them and leave.
Desire Research Comparison Inquiry Purchase
5 Conversion Mistakes to Avoid -‐ by Louis Grenier -‐ @LouisSlices
This is how a real customer funnel looks like. “Purchase” is the very last step. There 4 steps that businesses need to address before hoping to sell.
Desire Research Comparison Inquiry Purchase
Broad Search Terms
“marketing conference”
“how to learn about digital marketing”
5 Conversion Mistakes to Avoid -‐ by Louis Grenier -‐ @LouisSlices
How to address those needs online? Keyword research!
Desire Research Comparison Inquiry Purchase
Broad Search Terms More Specific Terms
“marketing conference”
“digital marketing conference Dublin”
“how to learn about
digital marketing”
5 Conversion Mistakes to Avoid -‐ by Louis Grenier -‐ @LouisSlices
The closer a prospect is to take a decision, the more specific the search terms.
Desire Research Comparison Inquiry Purchase
Broad Search Terms More Specific Terms Very Specific Terms
“marketing conference”
“digital marketing conference Dublin”
“3XE conference October 2015”
“how to learn about digital marketing”
5 Conversion Mistakes to Avoid -‐ by Louis Grenier -‐ @LouisSlices
This is an example from somebody who would like to learn about digital markeBng.
Google Keyword Planner
Free
Google Search Console Free
Paid Paid
5 Conversion Mistakes to Avoid -‐ by Louis Grenier -‐ @LouisSlices
Here are a few tools you could use to analyse what visitors are looking for when visiBng your website.
#1MISTAKE #2
5 Conversion Mistakes to Avoid -‐ by Louis Grenier -‐ @LouisSlices
The second biggest mistake digital marketers make is what I call the False Start.
1) Understand your visitors and customers
5 Conversion Mistakes to Avoid -‐ by Louis Grenier -‐ @LouisSlices
When it comes to opBmising conversions, many digital marketers would think of A/B tesBng. They would start to test different headlines or call-‐to-‐acBons without knowing if it will have an impact on the business. There is a be`er way: understanding visitors and customers.
1) Understand your visitors and customers
Their objections Why do they buy from you?
Why don’t they buy from you?Their behaviour
5 Conversion Mistakes to Avoid -‐ by Louis Grenier -‐ @LouisSlices
Analytics
Online Surveys Heatmaps Free Free
FreeUsability Testing
Free
5 Conversion Mistakes to Avoid -‐ by Louis Grenier -‐ @LouisSlices
Hotjar and Google AnalyBcs are two free tools that could help you understand how your visitors behave on your website and what improvements you could bring to the table.
2) Analyse and prioritise improvements
5 Conversion Mistakes to Avoid -‐ by Louis Grenier -‐ @LouisSlices
When it comes to opBmising conversions, many digital marketers would think of A/B tesBng. They would start to test different headlines or call-‐to-‐acBons without knowing if it will have an impact on the business. There is a be`er way: understanding visitors and customers.
Improvements Impact Ease CostRevamp Adwords landing pages 5 5 1
Improve contact page 4 5 1
Optimise images 4 4 2
5 Conversion Mistakes to Avoid -‐ by Louis Grenier -‐ @LouisSlices
Once improvements are idenBfied, digital marketers can then rank them by impact, ease of execuBon and cost, to prioriBse the ones that will have the biggest effect on their bo`om line.
3) Run tests and implement the winners
Paid
5 Conversion Mistakes to Avoid -‐ by Louis Grenier -‐ @LouisSlices
Improvements can then be finalised A/B tested against previous versions.
MISTAKE #3
Don’t be this guy
5 Conversion Mistakes to Avoid -‐ by Louis Grenier -‐ @LouisSlices
If you’ve watched Harry Po`er, you know who Gilderoy Lockhart is. He’s this annoying professor who thinks that he’s a worldwide celebrity. Don’t be this guy.
Specific benefits?
Why should I buy from you
(and not from your competitors)?
How can you solve my
problems?
5 Conversion Mistakes to Avoid -‐ by Louis Grenier -‐ @LouisSlices
Any website hoping to convert visitors into customers should make their value proposiBon crystal clear (and not only on the homepage).
5 Conversion Mistakes to Avoid -‐ by Louis Grenier -‐ @LouisSlices
Let’s take an example with Falcon Holidays.
Hm ok… But who are you?
5 Conversion Mistakes to Avoid -‐ by Louis Grenier -‐ @LouisSlices
So you’re selling holidays packages. But how are you different?
5 Conversion Mistakes to Avoid -‐ by Louis Grenier -‐ @LouisSlices
What’s that?
5 Conversion Mistakes to Avoid -‐ by Louis Grenier -‐ @LouisSlices
What if I don’t have kids and am not looking for Summer Holidays?
5 Conversion Mistakes to Avoid -‐ by Louis Grenier -‐ @LouisSlices
5 Conversion Mistakes to Avoid -‐ by Louis Grenier -‐ @LouisSlices
And now let’s examine sunshine.co.uk. The difference is striking.
5 Conversion Mistakes to Avoid -‐ by Louis Grenier -‐ @LouisSlices
Their value proposiBon is clear, and they’ve clearly done their homework.
Source
5 Conversion Mistakes to Avoid -‐ by Louis Grenier -‐ @LouisSlices
So much in fact that, when they implemented this major change, their revenue doubled!
MISTAKE #4
5 Conversion Mistakes to Avoid -‐ by Louis Grenier -‐ @LouisSlices
The fourth biggest mistake digital marketers make when it comes to conversions is what I call the anB-‐bu`erfly effect.
Small Changes Small Effects
5 Conversion Mistakes to Avoid -‐ by Louis Grenier -‐ @LouisSlices
If you’re expecBng to double your conversion rate by simply changing your homepage headline, think again. Small changes will almost always lead to small effects on your bo`om line.
Big, Bold Changes Big Effects
5 Conversion Mistakes to Avoid -‐ by Louis Grenier -‐ @LouisSlices
However, big, bold changes could lead to extraordinary results.
Source
5 Conversion Mistakes to Avoid -‐ by Louis Grenier -‐ @LouisSlices
Basecamp, a project management soOware company, used insights they collected from visitors and customers to drasBcally change their homepage. Overnight, they doubled their conversion rate!
Distribution point Conversion Rate Vs. Average CommentsAverage 2.35% Unremarkable
Top 25% 5.31% 2x Awesome
Top 10% 11.45% 5x UnicornsSource
5 Conversion Mistakes to Avoid -‐ by Louis Grenier -‐ @LouisSlices
Here is a study showing the potenBal impact conversion rate could have on your business. For the same number of traffic, some companies convert 5 Bmes more leads or customers than their compeBtors!
MISTAKE #5
5 Conversion Mistakes to Avoid -‐ by Louis Grenier -‐ @LouisSlices
Finally, the fiOh mistake, which is also my personal favourite. You guessed it, it’s about bad stock photos.
5 Conversion Mistakes to Avoid -‐ by Louis Grenier -‐ @LouisSlices
There are really, really bad stock photos out there.
5 Conversion Mistakes to Avoid -‐ by Louis Grenier -‐ @LouisSlices
We’ve all seen this woman. She seems to be working with every single company under the sun.
Bad stock photos are
evil.5 Conversion Mistakes to Avoid -‐ by Louis Grenier -‐ @LouisSlices
5 Conversion Mistakes to Avoid -‐ by Louis Grenier -‐ @LouisSlices
Bad stock photos are evil and here is a proof. A debt recovery company ran an interesBng test.
Source
5 Conversion Mistakes to Avoid -‐ by Louis Grenier -‐ @LouisSlices
They tested the impact of a fake stock photo against the picture of a real customer. The findings were very interesBng.
34% increase in conversion!
5 Conversion Mistakes to Avoid -‐ by Louis Grenier -‐ @LouisSlices
The “real customer” version got 34% more conversions!
Relevant to the visitor’s
situation?
Does the image feel real?
Related to value proposition?
5 Conversion Mistakes to Avoid -‐ by Louis Grenier -‐ @LouisSlices
The imagery on your website should have a purpose, relate to your value proposiBon and be relevant to your visitors’ situaBon.
5 Conversion Mistakes to Avoid -‐ by Louis Grenier -‐ @LouisSlices
Here is a free calculator we built. You can use it to calculate how much extra profit you could generate with a 10%, 20% or even a 100% liO in conversion rate.
SlicesConsulting.com/Profit
5 Conversion Mistakes to Avoid -‐ by Louis Grenier -‐ @LouisSlices
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