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Conversion Hotel 2018 Keynote: Karl Gilis
1.
Next Speaker: Karl Gilis (BE) Put
your users first and you will win Next Speaker:
2.
What have I
done to deserve this?
3.
Karl Gilis -
@AGConsult #CH2018
4.
@agconsult
5.
Karl Gilis -
@AGConsult Since 2001 User research | Usability | UX | CRO| Growth Marketing
6.
Most websites s*ck @agconsult
7.
Put your users
first and you will win Karl Gilis @agconsult
8.
@agconsult
9.
Put your users
first and you will win Karl Gilis @agconsult
10.
@agconsult Put your users
first. Or you will die.
11.
@agconsult
12.
@agconsult
13.
@agconsult Make an appointment
14.
@agconsult
15.
@agconsult
16.
@agconsult
17.
@agconsult
18.
@agconsult
19.
@agconsult Oops.
20.
1. Make sure
you know the basic principles @agconsult
21.
83% more requests
for a quote 44% more dealer searches @agconsult
22.
@agconsult
23.
@agconsult
24.
Where do people
look (2010)? @agconsult
25.
@agconsult
26.
Where do people
look (2017)? @agconsult
27.
@agconsult
28.
@agconsult
29.
Stop trusting your
gut feeling @agconsult
30.
Hope is not
a strategy @agconsult
31.
Start learning the
basic principles @agconsult
32.
2. Don't assume
people scroll. Check it. @agconsult
33.
The page fold
is a myth! Really?
34.
@agconsult
35.
@agconsult
36.
50% of visitors leave
before this point @agconsult
37.
@agconsult 50% of visitors leave
before this point
38.
50% scroll mark @agconsult 50% of
visitors leave before this point
39.
What people see
without scrolling, has a huge impact on whether they will engage with your page. Or not. @agconsult
40.
So, for those
who claim that the page fold doesn't exist @agconsult
41.
3. Use your
scroll heatmaps like a pro @agconsult
42.
@agconsult
43.
@agconsult
44.
About 20% loss
of visitors in this section Fluffy stuff @agconsult
45.
• 14,6% more
people visit one of the product pages • 7,7% more requests for offer @agconsult
46.
14% are leaving
the page à False bottom and fluffy photo? @agconsult
47.
Drop-off reduced from 14
to 7%. @agconsult
48.
17,1% leaves the
page here. 9,3% increase in conversions @agconsult
49.
Optimisation is a
continuous process. Everything can always be improved. @agconsult
50.
4. Listen to
your click heatmaps @agconsult
51.
@agconsult
52.
@agconsult
53.
The customer is
king?
54.
The customer is
dictator
55.
Yes, you can
get amazing uplifts from design changes. @agconsult But only if your design s*cks.
56.
But if your
design is kinda okay, more effort is needed. @agconsult
57.
Change your content. @agconsult
58.
Change your content. So
it changes behaviour. @agconsult
59.
5. Always start
with the customer @agconsult
60.
Yes Karl, but
we are customer-centric. @agconsult
61.
80% of companies
say they're customer-centric Only 8% of their customers agree @agconsult
62.
How do you
close this gap? @agconsult
63.
How do you
overcome the disconnect between you and your customer? @agconsult
64.
In-depth knowledge of
your customer @agconsult
65.
I’m not talking
about socio-demographic data @agconsult
66.
Why do people
buy from you? @agconsult
67.
Why don't they
buy from you? @agconsult
68.
What do they
know? What is their starting point? @agconsult
69.
Their explicit and
implicit motivation @agconsult
70.
Their emotions @agconsult
71.
Let's go back
to this one: Always start with the customer @agconsult
72.
@agconsult Jeff Bezos, CEO
Amazon
73.
@agconsult
74.
@agconsult
75.
@agconsult
76.
no destination in mind43% time
frame in mind 51% 78% no fixed dates type of holiday (sun, culture,…) 84% @agconsult
77.
@agconsult
78.
What do they
know? What is their starting point? @agconsult
79.
6. Don't target
the average user @agconsult
80.
@agconsult
81.
More than 2
out of 3 visitors already use the free SEO plug-in.
82.
@agconsult
83.
Different pages for
different stages in the awareness funnel Karl Gilis - @agconsult
84.
Product page for
newbies • Via website • Via Google Reasons to upgrade page for users of the free version • Via plugin • Via campaigns
85.
If you target
the average visitor, you'll get average results. Karl Gilis - @agconsult
86.
@agconsult
87.
7. Keep asking
the right questions at the right moment @agconsult
88.
Exit survey on
product pages What’s keeping you from buying the Premium seo plug-in right now?
89.
Survey on thank
you page
90.
91.
92.
8. Bring people
in the yes-mood @agconsult
93.
@agconsult
94.
Why are you
looking for a carport? Be as specific as possible. @agconsult
95.
Mail survey • If
we would tear down your carport tomorrow, what would you miss the most? @agconsult
96.
@agconsult
97.
77,1% more requests
for a quote @agconsult
98.
Don't make it
about you. Make it about them. Karl Gilis - @agconsult
99.
95,2% more conversions
@agconsult
100.
9. Use commitment
and consistency @agconsult
101.
When we start
something, we want to finish it. @agconsult
102.
@agconsult
103.
@agconsult
104.
@agconsult 349% more donations
105.
@agconsult 24,3% more recurring
donations
106.
10. Take away
fears and barriers @agconsult
107.
@agconsult
108.
@agconsult
109.
@agconsult What is the
most important reason why you didn't make an appointment today?
110.
@agconsult
111.
Take away the
fears and barriers. Karl Gilis - @agconsult
112.
@agconsult
113.
A website is
something people use. Not something they just look at. Karl Gilis - @agconsult
114.
If you don't
care about words, you're a decorator. Not a designer. Karl Gilis - @agconsult
115.
11. That was
tip number 11 J @agconsult
116.
Conclusion Have the right
attitude & ask the right questions @agconsult
117.
Question Why would you
visit the website of a petrol station brand such as Shell, Total, Circle K or BP? What is your goal?
118.
@agconsult
119.
@agconsult
120.
@agconsult
121.
@agconsult
122.
@agconsult
123.
@agconsult
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@agconsult
125.
@agconsult
126.
@agconsult
127.
128.
129.
@agconsult
130.
@agconsult
131.
@agconsult
132.
@agconsult
133.
@agconsult
134.
@agconsult
135.
@agconsult
136.
What's the goal
of my website Karl Gilis - @agconsult
137.
What's the goal
of my website What's the goal of my visitors Karl Gilis - @agconsult
138.
@agconsult
139.
@agconsult
140.
@agconsult
141.
Your goal? #makeyourvisitorshappy Karl Gilis
- @agconsult
142.
Give them what
they want and you’ll get what you want. Karl Gilis - @agconsult
143.
@agconsult
144.
Do you make
your visitors happy? @agconsult
145.
That's it! Thx @agconsult karl@agconsult.com www.agconsult.com
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