Karl Gilis - @AGConsult

Since 2001

Some of our clients

How conversion optimization made me a better digital marketer

Karl Gilis@agconsult

@agconsult

Part 1

5 reasons why you fail as a digital marketer(or whatever fancy name is on your business card)

@agconsult

1. You don't know the basic principles

83% more requests for quote44% more dealer searches

@agconsult

@agconsult

@agconsult

Know the facts. Switch off autopilot!

Don't hang on to outdated beliefs. Or what you've learned.

2. You blindly follow so-called best practices

Make forms as short as possible!Place all fields underneath eachother!Really?

14,2% more submitted requests for proposal

@agconsult

@agconsult

Instead of gambling, we researched what the problem fields were.

43,7% more good requests for offer.

@agconsult

52,9% more requests for offer

Too many low quality leads @agconsult

Make forms as good as possible

Find the balance between quality & quantity.

@agconsult

@agconsult

3. You believe what you like to believe

The page fold is a myth!Really?

@agconsult

Average fold50% scroll mark

50% scroll mark

Yes, people do scroll. But what's above the fold is extremely important.

PS: I'm not saying that everything should be above the fold.

@agconsult

4. You trust your designer or agency

Sure that following them is a good idea? @agconsult

Most designers are driven by opinions

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They want to impress other designers

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They love new things

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They want to please you(and you don't know what works and what not)

@agconsult

28% more clicks

Sliders suck. Always.Except when they are just image slides. Without separate messages.

@agconsult

55% more clicks in the same screen real estate,after reducing the number of messages from 4 to 2.

Don't overwhelm your visitors

Less is more.

@agconsult

Don't get me wrong

We have to look for new solutions all the time

Test.

But do not blindly follow new hypes.

Stop designing ghost buttons!If you want people to click on it, it should draw attention!

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5. You rely on gut feelings, opinions or corporate guidelines (which are based on opinions)

Don't rely on gut feelings

@agconsult

Don't base decisions on opinions

@agconsult

@agconsult

That's a sensitive issueNot in line with guidelines

@agconsult

@agconsult

48,6% drop in conversions

Adapt or die!

Deloitte study from 2014

52% of the Fortune 500 companiesfrom 2000 don't exist anymore

@agconsult

But hey

They buried their brand with pride

Gerry McGovern

@agconsult

The outcome of research should dictate corporate guidelines

Not the other way around

Els Aerts - @agconsult

Part 2

How to make sure your site will rock?5 basic principles

1. Know what works (and what doesn't)

2. Really care about your users (so, start with real user research)

80% of companies say they're customer-

centric Only 8% of their customers agree

@agconsult

Do user research

You have to find out what works best for

your website

You have to find out what works best for

your audience

You have to find out what works best for

your product or service

@agconsult

There are many methods & tools available

@agconsult

Targeted surveys

@agconsult

Some of my favorite questions• On website

• What is the purpose of your visit to our website today?• What are the most important things when buying …?• What’s keeping you from buying this product right now? • What’s holding you back from completing your purchase today? • What convinced you the most to decide to ask a quote?• Was there something that made you hesitate? If so, what?

• Existing clients• What convinced you the most to buy this product from us?• What’s the one thing that nearly stopped you buying from us?• What would you miss most if your X broke down / if we took away X• What's the most important thing X helped you to achieve?

What is the purpose of your visit to our website today?

23 x more people use the dealer locator

Give people what they wantAs long as it helps your business.

. @agconsult

What is the purpose of your visit to our website today?

120,4% more dealer searches

Top tasks can be different from device to deviceOnce again: do your research!

. @agconsult

What are the most important things when buying a used car, besides price and the way it looks?

26% more reservations

Know the top decision criteria of your audienceAnd put those where most people look at first.

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3. Stop gambling!

Change things without user research = gambling!

@agconsult

Change things without testing = gambling!

@agconsult

AB-testing without user research = gambling!

@agconsult

4. Understand the power of words (they have a bigger impact than design)

@agconsult

14,3% more searches

@agconsult

Use the same words your users doNot the ones you use.

.

What convinced you the most to decide to ask a quote?

Was there something that made you hesitate? If so, what?

77,1% more requests for quote

Know what your clients & visitors wantAnd get filthy rich

. @agconsult

Original

Variation

• 32,5% more people starting to scroll• 57,8% more brochure downloads• 76,2% more requests for quote

- Our version: 69,45% - Original: 52,41%

Know the dreams, hopes, fears, doubts and barrieres of your audience.And they will become your clients

. @agconsult

Stop selling the way you want to sell

Sell the way people want to buy

Karl Gilis - @agconsult

5,9% more sales on desktop and tablets

61% more sales on smartphones

Give compliments. Encourage users.Conversion optimisation is more than reducing friction!

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Design changes Less friction Words & behaviour0

10

20

30

40

50

60

70

80

Average impact on conversion per type of test

5. Stop being ego-centric

@agconsult

Question

Why would you visit the website of a petrol station brand such as Esso, Total, BP, Lukoil or Q8?

What is your goal?

@agconsult

@agconsult

@agconsult

@agconsult

@agconsult

#greatmarketingstartswithnotsucking

Avinash Kaushik

What's the goal of my website

What's the goal of my visitors

Karl Gilis - @agconsult

@agconsult

Our job?#makingvisitorshappy

Karl Gilis - @agconsult

That's it!Thx

@agconsult

karl@agconsult.com

www.agconsult.com

http://www.slideshare.net/agconsult

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10 conversion tips that work on every website 15 cases from the real world 6 best practices from leading websites

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