(Download to get speaker notes) - WTF is wrong with conversion - Conversion Thursday - 23 Feb 2012
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WTF is wrong with conversion? Craig Sullivan, Belron ® @OptimiseOrDi e
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This was a new presentation style for me and I did this at Conversion Thursday. I was in a total flap with double sided notes to follow - as I'd never even practised this deck. Please note - every slide in here is completely annotated with my notes, so you can read along (some mild profanity involved). Somehow winged it and it also went down very well. Thanks for your patience! Enjoy these and other slide decks.
Transcript of (Download to get speaker notes) - WTF is wrong with conversion - Conversion Thursday - 23 Feb 2012
WTF is wrong with conversion?
Craig Sullivan, Belron®@OptimiseOrDie
#1 – Not enough immersion
Nice day at the
office dear?
#2 – We’re robotic and emotionless
Comprehension Clarity Simplicity Persuasion Scanning
#3 – Copy isn’t written to be optimal for CRO
#4 – Bounce and Bail
Luke Wroblewski : www.lukew.comCaroline Jarrett : www.formsthatwork.com
Ignore this stuff at your peril!
#5 – Crappy low converting forms, maintained by evil trolls
Lovefilm postcode lookup: CRO 1XA CR0 1XA SE!£ ^DHCR0 lXA CR0 1XA SE% $RLCRO1XA CR01XA CT^&EFCR0lXA CR01XA EC!A 1DF
CRO 1XA CR0 1XA SE£ (SHCR0 lXA CR0 1XA SE3 9SH.
Strip spaces. Fix transposed characters (0/1/L/O). Transform shifted characters. Trim if front part matches post office codes. Clean it. Auto fix = 2.5% increase in conversion for one field.
Outcodes and Incodes : bit.ly/yhR9Oy
#6 – Slow performance
• Google Site Speed• Webpagetest.org• Mobile is vital!
ontext Location Goals#7 – Your office is your user research
#8 – Not testing (enough)
SPAIN
+31% over control
99% confidence
FRANCE
+8% over control
99% confidence
GERMANY
+12% over control
99% confidence
SWEDEN
+14% over control
90% confidence
Make sure you use real, authentic, smiling, friendly, approachable people.
Don’t use stock images for testing or on your site.
Low Q video and images are also fine – they reinforce authenticity.
#9Shifting behaviour
Left turns mean more time and fuel waiting at stop lights. By changing satnav to turn right more, UPS saved 28,541,472 miles travel and 3 Million gallons of fuel.
Belron stick and carrot example.
Who?Company Website Coverage
Mongoose Metrics* www.mongoosemetrics.com UK, USA, Canada
Ifbyphone* www.ifbyphone.com USA
TheCallR* www.thecallr.com USA, Canada, UK, IT, FR, BE, ES, NL
Call tracking metrics www.calltrackingmetrics.com USA
Hosted Numbers www.hostednumbers.com USA
Callcap www.callcap.com USA
Freespee* www.freespee.com UK, SE, FI, NO, DK, LT, PL, IE, CZ, SI, AT, NL, DE
Adinsight* www.adinsight.co.uk UK
Infinity tracking* www.infinity-tracking.com UK
Optilead* www.optilead.co.uk UK
Switchboard free www.switchboardfree.co.uk UK
Freshegg www.freshegg.co.uk UKAvanser www.avanser.com.au AUS
Jet Interactive* www.jetinteractive.com.au AUS* I read up on these or talked to them. These are my picks.
Don’t give up!
If you read these books, you’ll look much smarter at work.(+ follow @OptimiseOrDie)
Don’t give up!• Start with the customer at the heart of everything• It’s liberating• Use low budget solutions, cheap or free tools to get business cases
made• Money talks so even micro testing will illustrate ROI• Invest in people who care about customers, as well as conversion• Invest in analytics talent or CRO expertise• If you can make a 10% shift in online revenue, just from smart
thinking, then what would a team of 5 be like?• If you’re finding it hard to hire people, mail me for advice.• We don’t do anything special – we just work on customer problems
to make the product better, and we love what we do.
Slideshare
: @OptimiseOrDie
: linkd.in/pvrg14
: slidesha.re/phpa45
