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Gruesome conversion killers

Author's avatar By Dave Chaffey 07 Sep, 2010
Essential Essential topic

Best practice advice in conversion optimisation and AB Testing

Value: [rating=5]

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!

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

Author's avatar

By Dave Chaffey

Digital strategist Dr Dave Chaffey is co-founder and Content Director of online marketing training platform and publisher Smart Insights. 'Dr Dave' is known for his strategic, but practical, data-driven advice. He has trained and consulted with many business of all sizes in most sectors. These include large international B2B and B2C brands including 3M, BP, Barclaycard, Dell, Confused.com, HSBC, Mercedes-Benz, Microsoft, M&G Investment, Rentokil Initial, O2, Royal Canin (Mars Group) plus many smaller businesses. Dave is editor of the templates, guides and courses in our digital marketing resource library used by our Business members to plan, manage and optimize their marketing. Free members can access our free sample templates here. Dave is also keynote speaker, trainer and consultant who is author of 5 bestselling books on digital marketing including Digital Marketing Excellence and Digital Marketing: Strategy, Implementation and Practice. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing. My personal site, DaveChaffey.com, lists my latest Digital marketing and E-commerce books and support materials including a digital marketing glossary. Please connect on LinkedIn to receive updates or ask me a question.

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