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+?

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www.conversion-rate-experts.com/learning-zone/