How conversion optimization made me a better digital marketer - Karl Gilis
Transcript of How conversion optimization made me a better digital marketer - Karl Gilis
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)
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1. You don't know the basic principles
83% more requests for quote44% more dealer searches
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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Don't hang on to outdated beliefs.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
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Instead of gambling, we researched what the problem fields were.
43,7% more good requests for offer.
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52,9% more requests for offer
Too many low quality leads @agconsult
Make forms as good as possible
Find the balance between quality & quantity.
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3. You believe what you like to believe
The page fold is a myth!Really?
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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.
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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)
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28% more clicks
Sliders suck. Always.Except when they are just image slides. Without separate messages.
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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.
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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
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Don't base decisions on opinions
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That's a sensitive issueNot in line with guidelines
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48,6% drop in conversions
Adapt or die!
Deloitte study from 2014
52% of the Fortune 500 companiesfrom 2000 don't exist anymore
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But hey
They buried their brand with pride
Gerry McGovern
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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
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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
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There are many methods & tools available
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Targeted surveys
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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!
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Change things without testing = gambling!
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AB-testing without user research = gambling!
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4. Understand the power of words (they have a bigger impact than design)
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14,3% more searches
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Use the same words your users doNot the ones you use.
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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
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Average impact on conversion per type of test
5. Stop being ego-centric
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Question
Why would you visit the website of a petrol station brand such as Esso, Total, BP, Lukoil or Q8?
What is your goal?
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#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
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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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