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Conversion killers—updated for the article series

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If any of the slides are confusing, you can see the whole article at www.conversion-rate-experts.com/conversion-killers/

Publié dans : Marketing

Conversion killers—updated for the article series

  1. 1. I’m going to squander your traffic “Gruesome conversion killers”
  2. 2. What you’ll get from this talk The most common conversion killers Effective remedies 1 2 3 How to identify which ones affect you
  3. 3. About Conversion Rate Experts
  4. 4. How we became “conversion obsessed”
  5. 5. Google took notice
  6. 6. Clients in 9 languages in 22 countries
  7. 7. Our clients Our results
  8. 8. The killers
  9. 9. www.conversion-rate-experts.com/methodology/
  10. 10. Killers Remedy Diagnosis Killer Remedy
  11. 11. The most common conversion killers
  12. 12. #1: Not A/B-testing
  13. 13. Before-and-after tests stink Conversions www.conversion-rate-experts.com/cro-tips/
  14. 14. #2: “Meek tweaking” —and blindly applying best practices
  15. 15. GI à GO
  16. 16. 23 2 How long will your A/B split-test take? Bold, “Meek tweaking” targetted changes More profit More fun Much much much quicker No wins Disheartening Lose commitment
  17. 17. Total odds of dying, any cause 1 in 1 (100%) Fireworks discharge 1 in 340,733 . . Earthquake 1 in 117,127 Lightning 1 in 79,746 Legal execu5on 1 in 62,468 Hornet, wasp, or bee s5ng 1 in 56,789 Hot weather 1 in 13,729 Flood 1 in 144,156 . . . . . 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 Alcohol poisoning 1 in 10,048 Accidental firearm discharge 1 in 5,134 Air/space accident 1 in 5,051 Accidental electrocu5on 1 in 9,968
  18. 18. O/CO objection/counter-objection
  19. 19. www.conversion-rate-experts.com/understanding-your-visitors/
  20. 20. “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.
  21. 21. I don’t understand you #3: Confusing copywriting —the visitors can’t understand your words.
  22. 22. This is confusing #4: The visitors can’t work out how to use the website
  23. 23. I don’t need this type of product #5: The visitors don’t see anything that interests them
  24. 24. I don’t know what you do #6: Unclear (or unattractive) value proposition
  25. 25. #7: Lack of trust in your company
  26. 26. Landing page Awards won In business since… Pres5gious clients
  27. 27. I find my lack of faith disturbing #8: Lack of trust in the product
  28. 28. I’m just looking, thanks #9: The visitor isn’t in “shopping mode”
  29. 29. The CRE Funnel Planner What the visitor wants What the company wants How to do it
  30. 30. Reese’s Pieces Trail for a seller of fishing boats What the visitor wants What the company wants How to do it § To look at inflatable fishing boats. § Get the visitor to click on the § Sales copy “Buy now” button (or order by phone), then pay.
  31. 31. A better Reese’s Pieces Trail for a seller of fishing boats What the visitor wants § To look at inflatable fishing boats. What the company 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. How to do it § 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
  32. 32. Must I buy my own SIM card? #10: Product-specific objections
  33. 33. Three Hasselhoffs tall!
  34. 34. #11: The visitor chooses your competitor instead of you
  35. 35. [Doorbell rings] #12: “Fatal distraction” —the visitor gets sidetracked
  36. 36. I’ll go away and think about it #13: Prospect defers decision
  37. 37. #14: Parts of the sales funnel that are outside of your control are terrible
  38. 38. 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).
  39. 39. #15: Bad prior experience
  40. 40. Other opportunities beyond the first conversion Build the relationship with regular follow-up (email & offline) Be more than a “store.” Be a community and/or trusted advisor Optimize (or create) your refer-a-friend program 1 2 3 Cross-sell on your thank-you 4 page and using email
  41. 41. Killers Remedy Diagnosis Killer Remedy
  42. 42. Conversion Rate Experts Annual revenue $1M+? Get a free phone consultation: www.conversion-rate-experts.com/contact-us/ Work for us: www.conversion-rate-experts.com/careers/ Get your free CRO toolkit: www.conversion-rate-experts.com/learning-zone/

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