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7 Silent Killers of Conversion

by sandrasims
27 replies
Hi Warriors,

I found this great article on Marketing Experiments. It shows some real practical reasons why webpages don't convert to sales.

I really like the before and after screenshots. Some of these (like #3) are quick fixes too.

The 7 Silent Killers of Conversion
#conversion #killers #sales #silent
  • Profile picture of the author Kurt Chrisler
    Great stuff!
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  • Profile picture of the author sal64
    Great article. #4 is interesting with everyone telling us that you MUST have video on your site.
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  • Profile picture of the author sandrasims
    Yeah, the video one was a surprise. I think they could have elaborated on that more.

    Video makes me click the back button when...
    • It's slow to load
    • I have to download to my computer and open in my own program
    • it makes me install a plugin (flash, quicktime, etc.)
    • The video is too long
    • It doesn't get to the point quick enough
    • The player won't let me pause the video
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  • Profile picture of the author Mary Wilhite
    the “coolest” aspect of a web page was actually hurting conversions the most.
    This is true. Simple sales pages often beats the more aesthetically appealing ones.
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  • Profile picture of the author Aviator Joe
    they've got a great website
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  • Profile picture of the author hitmobi
    Really good practical stuff. I've always had problems with that. I'm a web developer and i always need to pay money for a good design. Even for small pages (i totally screw them up). I usually see the problems i make but i'm having trouble fixing it.
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  • Profile picture of the author TheHawk
    Nice Article. I have done some of those mistakes in my website. Very Helpfull. thanks
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  • Profile picture of the author Exel
    Very nice and educational article, thanks.

    Originally Posted by sandrasims View Post

    Yeah, the video one was a surprise. I think they could have elaborated on that more.

    Video makes me click the back button when...
    • It's slow to load
    • I have to download to my computer and open in my own program
    • it makes me install a plugin (flash, quicktime, etc.)
    • The video is too long
    • It doesn't get to the point quick enough
    • The player won't let me pause the video
    This is the right way, putting yourself in your visitors' shoes, something
    that appeals or is easy for you may not be as such for your visitors.
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    • Profile picture of the author swilliams09
      Very cool article! (also, that's a great article title, I just woke up and that headline stood out and was the first one I clicked today).

      In the comments they talk about other forms of friction including long paragraphs and registration first. Those really are big friction for me personally, but there are people making money using those techniques. I went to someone's facebook fan/business page and you couldn't even see their product info if you didn't "like" their page. I hit the back button immediately. That friction stopped me cold and probably lost them a sale (and is still losing them sales).
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      • Profile picture of the author sandrasims
        Originally Posted by swilliams09 View Post

        In the comments they talk about other forms of friction including long paragraphs and registration first. Those really are big friction for me personally, but there are people making money using those techniques. I went to someone's facebook fan/business page and you couldn't even see their product info if you didn't "like" their page. I hit the back button immediately. That friction stopped me cold and probably lost them a sale (and is still losing them sales).
        Unless you really need more info that name and email address on forms, then delete it from the form. There are several sites that always ask for title, company, company revenue, etc. before I can download their whitepapers or subscribe to a webinar. Hubspot is one that comes to mind that does that. I subsequently unsubed from their email list.

        As far as FB "Locking" the Facebook page seems to be the in thing now.
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  • Profile picture of the author garyv
    Nice share - Thank you!

    I've been doing this for over a decade, and used to pay much closer attention to the flow of my websites. This is a great reminder to pay attention to these things.

    When I first started out, I'd have several friends browse my websites. If there was a sale to be made on the site, I'd have them go through the sales process, and I'd either watch over their shoulder, or just ask them later if there was anything hindering the process. I honestly don't know why I got away from doing that.
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  • Profile picture of the author gjabiz
    THANK YOU Sandra, great link and great article.

    I was recently down at the University of Akron and in the Suarez Lab of marketing...where they have an eye tracking device and it is used extensively by the students...as well as the company behind the lab.

    A couple of years ago I was involved in a project at the lab, and eye tracking results, from thousands of people...have demonstrated how important it is to do the right thing...

    and this article you linked to, is SPOT on.

    I encourage all warriors to read this article and also to consider the value of TESTING and tracking your results. I know Video is hot...but until you test against a non video page, with the same traffic source...you are making assumptions which could hurt your business.

    Also, just as an aside, I've found many of the eye tracking studies reported online to be wrong...because the sample was too small...and they sometimes have a hidden agenda...

    but at the University, with thousands of tests, the results are pretty clear...readers scan from top left to bottom right and don't like too many speedbumps...unless those bumps further their quest for information...

    or in our marketing terms...they are LOOKING for a reason to BUY.

    Read this article, and bookmark it...and then test, test and test the dickens out of your marketing promotions.

    Thanks again Sandra.

    gjabiz
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  • Profile picture of the author tpw
    Great share.
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  • Profile picture of the author clever7
    I agree that this article is fantastic. Thank you, Sandra!

    Everything must make the visitor easily come to a buying decision. Everything can work like friction during the process. We have to facilitate everything and clearly show to the visitor ‘what to do now’.




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  • Profile picture of the author Chri5123
    Yes I put video on my site but I think #4 is trying to say make sure you have a back up or something for people that are not that technically savvy.

    Chris
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  • Profile picture of the author Onora Oz
    Great share, Sandra. I was browsing their pages and found some real gems there. Bookmarked
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    • Profile picture of the author jasonl70
      Originally Posted by swilliams09 View Post

      In the comments they talk about other forms of friction including long paragraphs and registration first. Those really are big friction for me personally, but there are people making money using those techniques. I went to someone's facebook fan/business page and you couldn't even see their product info if you didn't "like" their page. I hit the back button immediately. That friction stopped me cold and probably lost them a sale (and is still losing them sales).
      I can tell from years of first hand experience (online in general (via opt-in and/or regsitration), as well as facebook 'like' requirements):

      they are not losing sales, they are gaining them.

      For every sale they "lose" (they didn't lose a sale - they lost a prospect), they likely generated 3 more.

      Never underestimate the value of being able to follow-up.
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      • Profile picture of the author swilliams09
        Originally Posted by jasonl70 View Post

        I can tell from years of first hand experience (online in general (via opt-in and/or regsitration), as well as facebook 'like' requirements):

        they are not losing sales, they are gaining them.

        For every sale they "lose" (they didn't lose a sale - they lost a prospect), they likely generated 3 more.

        Never underestimate the value of being able to follow-up.

        Right then. I can't say as I haven't tried it. I just know that for me personally unless I'm already sold on your product or service, I'm not going to like your fan page and get bombarded with messages just to see what you are selling. I have to actually like the product or service. Others may not be so discerning.
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    • Profile picture of the author sandrasims
      Originally Posted by Onora Oz View Post

      Great share, Sandra. I was browsing their pages and found some real gems there. Bookmarked
      Glad you guys like this share.

      Have a great week!
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      Sandra Sims

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  • Profile picture of the author BabyMama
    Great resource! Thanks for sharing.
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  • Profile picture of the author Gdetonator
    This is totally awesome, I'm going to take my time and go over this again. The video part was totally true.
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  • Profile picture of the author sal64
    Understanding how people read is vital.

    Which is why you'd have a video or text on the left hand side and the opt in form to the right of a squeeze page.

    Once again, great read.
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  • Profile picture of the author andynathan
    I think I have to work on my website order! It is a lot nicer, but could always improve the path.
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  • Profile picture of the author freeburd
    It took me at least a year to recognize #3. Great article! Thanks.
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