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Gruesome conversion killers

Best practice advice in conversion optimisation and AB Testing

Value: ★★★★★

Our commentary: I was talking recently to Ben Jesson, CEO of Conversion Rate Experts to set up an interview we’ll have soon on creating the business case and using the right process for conversion rate optimisation (CRO).

I mentioned it would be great if they could share some of their well-known presentations from conversion rate and search marketing conferences, so it’s great to see their first from the recent Think Visibility conference, presented by Karl Blanks. Enjoy!

Gruesome conversion-killing mistakes

Marketing implications: Here’s our pick – it’s worth viewing fullscreen in Slideshare to pick up some others.

  • 1. “Just do it” – many companies still don’t use AB or Multivariate template
  • 2. Move from “Meek Tweaking” to “Bold, targetted changes”
  • 3. Create an “M&M trail” or “conversion pathway” – see slide 33
  • 4. Get the basics right – test proposition, trust, proof points

Recommended link:View original conversion tips post

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  • http://garinkilpatrick.com Garin

    Great presentation Dave! Split testing is a must. One concept that has helped my conversion is the “no leakage” rule. I have dropped dozens of links from my personal blog because these are all “leaks” that detract from my main call to action, which is an opt-in.

    I am a big advocate of list building and I think it is a great way to hedge against conversion killer #3 “Customer isn’t in buying mode.” By offering a free gift and getting a customer onto an email list there is a good chance that one day when you email them a great offer they will be in “buying mode.”

    Cheers,

    Garin

    • Dave Chaffey

      Hi – I like the “no leakage” idea and am sure it works in many cases, but visitors behave differently, have different needs and some who may follow links may be more likely to convert ultimately. I’m sure we have too many links on our blog though…

      Yes, in this social media age, email marketing still works if the content, offer, frequency and targeting are right – not easy!

      Dave

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