What’s the most common conversion mistake people make?
Even today, only a tiny fraction of marketers use split-testing software to test their changes. Many people talk about it, but very few are actively doing it. One of our clients, TopCashBack, recently became the UK's fifth-fastest-growing company, thanks in part to conversion rate optimisation. They are rapid implementers and avid testers.
Is there a simple fix for this common mistake?
There is. Go shopping for split-testing software Which Multivariate. And then use it.
Would you consider completely redeveloping a site because it’s so poor at converting?
Several of our clients joined us immediately after having undergone a site-wide redesign. A site redesign is the best way to make a grown man cry. We prefer to improve things incrementally. It's much less painful, you can focus all of your efforts on the biggest opportunities, and you never risk "throwing out the baby with the bathwater."
What recent tech development has most affected conversions for the better?
Split-testing software is much easier to use than it used to be.
How do you stimulate the creative juices when the conversion-increasing ideas aren’t flowing?
We put on our bathing suits and climb into the pool of customer feedback. Our in-house database of winning tests is really valuable, but our list of 108 effective conversion techniques is a good start.
Why have you brought your conversion experience to a4uexpo London to help delegates?
a4uexpo attracts some great, focused marketers. We spoke at the first ever a4uexpo, and we return every year.