(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.

Email

Twitter

LinkedIn

Slideshare

: sullivac@gmail.com

: @OptimiseOrDie

: linkd.in/pvrg14

: slidesha.re/phpa45