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I’m going to squander
your traffic
“Gruesome conversion killers”
What you’ll get from this talk
The most common conversion killers
Effective remedies
1
2
3
How to identify which ones affect you
About Conversion Rate Experts
How we became “conversion obsessed”
Google took notice
Clients in 9 languages in 22 countries
Our results Our clients
The killers
www.conversion-rate-experts.com/methodology/
Killers Remedy
Diagnosis Killer Remedy Diagnosis Killer Remedy
The most common conversion killers
#1: Not A/B-testing
Before-and-after tests stink Co
nver
sions
www.conversion-rate-experts.com/cro-tips/
#2: “Meek tweaking” —and blindly applying best practices
GI à GO
2
23
How long will your A/B split-test take?
More profit
More fun
Much much much quicker
Bold, targetted changes “Meek tweaking”
No wins
Disheartening
Lose commitment
Hot weather 1 in 13,729
Hornet, wasp, or bee s5ng 1 in 56,789
Legal execu5on 1 in 62,468
Lightning 1 in 79,746
Earthquake 1 in 117,127
Flood 1 in 144,156
Fireworks discharge 1 in 340,733
.
. . . . .
.
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
Air/space accident 1 in 5,051
Accidental firearm discharge 1 in 5,134
Accidental electrocu5on 1 in 9,968
Alcohol poisoning 1 in 10,048
Total odds of dying, any cause 1 in 1 (100%)
O/CO objection/counter-objection
www.conversion-rate-experts.com/understanding-your-visitors/
“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.
#3: Confusing copywriting —the visitors can’t understand your words.
I don’t understand
you
#4: The visitors can’t work out how to use the website
This is confusing
#5: The visitors don’t see anything that interests them
I don’t need this type
of product
#6: Unclear (or unattractive) value proposition
I don’t know what you do
#7: Lack of trust in your company
Land
ing
page
Awards won
In business since…
Pres5gious clients
#8: Lack of trust in the product
I find my lack of faith disturbing
#9: The visitor isn’t in “shopping mode”
I’m just looking, thanks
The CRE Funnel Planner
What the visitor wants What the company wants How to do it
Reese’s Pieces Trail for a seller of fishing boats
§ To look at inflatable fishing boats.
What the visitor wants What the company wants How to do it
§ Sales copy § Get the visitor to click on the “Buy now” button (or order by phone), then pay.
A better Reese’s Pieces Trail for a seller of fishing boats
§ To look at inflatable fishing boats.
What the visitor 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.
What the company wants
§ 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
How to do it
#10: Product-specific objections
Must I buy my own
SIM card?
Three Hasselhoffs tall!
#11: The visitor chooses your competitor instead of you
#12: “Fatal distraction” —the visitor gets sidetracked
[Doorbell rings]
#13: Prospect defers decision
I’ll go away and think about it
#14: Parts of the sales funnel that are outside of your control are terrible
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).
#15: Bad prior experience
Optimize (or create) your refer-a-friend program
1
2
3
Cross-sell on your thank-you page and using email 4
Be more than a “store.” Be a community and/or trusted advisor
Other opportunities beyond the first conversion
Build the relationship with regular follow-up (email & offline)
Killers Remedy
Diagnosis Killer Remedy Diagnosis Killer Remedy
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/