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I’m going to 
squander 
your traffic 
“Gruesome conversion killers”
“Gruesome conversion killers” 
The most common causes of conversion death 
Tai Rattigan, Partnerships EMEA 
Dr Karl Blanks...
What you’ll get from this talk 
The most common conversion killers 
Effective remedies 
1 
2 
3 
How to identify which one...
About Optimizely
Team: 4 
265 
7500+ 
Customers: 117
Some of our clients
About 
Conversion Rate Experts
How we became 
“conversion obsessed”
Google took notice
Our clients Our results
The killers
The most common 
conversion killers
#1: Not split-testing
Before-and-after tests stink 
Conversions 
www.conversion-rate-experts.com/cro-tips/
#2: “Meek tweaking”
GI à GO
…for a page with a 
conversion rate of 5% 
How long will your A/B split-test take?
…for a page with a 
conversion rate of 5% 
How long will your A/B split-test take? 
2
…for a page with a 
conversion rate of 5% 
How long will your A/B split-test take? 
23
…for a page with a 
conversion rate of 5% 
How long will your A/B split-test take?
How long will your A/B split-test take? 
Bold, “Meek tweaking” targetted changes 
…for a page with a 
conversion rate of 5...
www.conversion-rate-experts.com/methodology/
O/CO 
objection/counter-objection
www.conversion-rate-experts.com/understanding-your-visitors/
I’m just 
looking, 
thanks 
#3: Visitor isn’t in “shopping mode”
Visitor isn’t in “shopping mode” 
§ “Just browsing,” “researching,” “window 
shopping.”
Reese’s Pieces Trail for a seller of fishing boats 
What the visitor wants What the company wants How to do it 
§ To look...
A better Reese’s Pieces Trail for a seller of fishing boats 
What the visitor wants 
§ To look at inflatable fishing 
boa...
I don’t know 
what you do 
#4: Unclear value proposition
#5: Lack of trust 
I find my 
lack of faith 
disturbing
I don’t need 
this type 
of product 
#6: Lack of interest
Killers Diagnosis Remedy
End of Part I 
To be continued on October 23
What you should do now 
Grow your optimization skills: 
http://learn.optimizely.com 
Get your free CRO toolkit: 
www.conve...
Q&A 
Grow your optimization skills: 
http://learn.optimizely.com 
Get your free CRO toolkit: 
www.conversion-rate-experts....
Before-and-after tests stink Conversions www.conversion-rate-experts.com/cro-tips/
Before-and-after tests stink Conversions www.conversion-rate-experts.com/cro-tips/
Before-and-after tests stink Conversions www.conversion-rate-experts.com/cro-tips/
Before-and-after tests stink Conversions www.conversion-rate-experts.com/cro-tips/
Before-and-after tests stink Conversions www.conversion-rate-experts.com/cro-tips/
Before-and-after tests stink Conversions www.conversion-rate-experts.com/cro-tips/
Before-and-after tests stink Conversions www.conversion-rate-experts.com/cro-tips/
Before-and-after tests stink Conversions www.conversion-rate-experts.com/cro-tips/
Before-and-after tests stink Conversions www.conversion-rate-experts.com/cro-tips/
Before-and-after tests stink Conversions www.conversion-rate-experts.com/cro-tips/
Before-and-after tests stink Conversions www.conversion-rate-experts.com/cro-tips/
Before-and-after tests stink Conversions www.conversion-rate-experts.com/cro-tips/
Before-and-after tests stink Conversions www.conversion-rate-experts.com/cro-tips/
Before-and-after tests stink Conversions www.conversion-rate-experts.com/cro-tips/
Before-and-after tests stink Conversions www.conversion-rate-experts.com/cro-tips/
Before-and-after tests stink Conversions www.conversion-rate-experts.com/cro-tips/
Before-and-after tests stink Conversions www.conversion-rate-experts.com/cro-tips/
Before-and-after tests stink Conversions www.conversion-rate-experts.com/cro-tips/
Before-and-after tests stink Conversions www.conversion-rate-experts.com/cro-tips/
Before-and-after tests stink Conversions www.conversion-rate-experts.com/cro-tips/
Before-and-after tests stink Conversions www.conversion-rate-experts.com/cro-tips/
Before-and-after tests stink Conversions www.conversion-rate-experts.com/cro-tips/
Before-and-after tests stink Conversions www.conversion-rate-experts.com/cro-tips/
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Before-and-after tests stink Conversions www.conversion-rate-experts.com/cro-tips/ Conversion killers, part 1 – for a webinar with Optimizely EMEA

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Before-and-after tests stink
Conversions
www.conversion-rate-experts.com/cro-tips/

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  • GENIUS!!!!
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  • Really you make my day.
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  • Good presentation on aiming for conversion and not just rankings. The pointers on the landing page specifics on sites like SEOmoz is great as well as how to present validation of expertise.
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  • As usual good stuff from these experts.
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