Conversion killers
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This document discusses 15 common reasons why website conversions may be low ("conversion killers"). It provides examples of each killer and potential remedies. The killers include a lack of split-testing, weak calls to action, an unclear value proposition, usability issues, and distractions that take visitors away from the goal. The document promotes Optimizely and Conversion Rate Experts as solutions to help address these problems and increase conversions.
![[Doorbell rings]
#10: “Fatal distraction”](https://image.slidesharecdn.com/conversionkillers-optimizelyusaasgiven-141028130542-conversion-gate01/85/Conversion-killers-73-320.jpg)
Conversion killers
- 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
- 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”
- 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
- 20. Before-and-after tests stink Conversions www.conversion-rate-experts.com/cro-tips/
- 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
- 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
- 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 Start using Optimizely in just 30 seconds: https://www.optimizely.com/ 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/