Magda Baciu

Data & Founder of

Conversion Expert
The Paracetamol For Your
Conversion Headache
M&S Invested £150M In A New Website
Intro
And conversion rate dropped

Old Website New Website

Intro
The 3 Biggest Conversion Killers
The 3 Biggest Conversion Killers Intro

CONTENT

DESIGN

USABILITY
The 3 Biggest Conversion Killers Intro

CONTENT that doesn’t:

● speak the prospects’ language
● answer the prospects concerns
The 3 Biggest Conversion Killers Intro

CONTENT that doesn’t:

● speak the prospects’ language
● answer the prospects concerns

DESIGN that doesn’t:

● guide the prospects through the content
(no visual hierarchy)
The 3 Biggest Conversion Killers Intro

CONTENT that doesn’t:

● speak the prospects’ language
● answer the prospects concerns

DESIGN that doesn’t:

● guide the prospects through the content
(no visual hierarchy)

USABILITY that:
● are not functional, just pretty
● don’t match the real world decision-making process
 Intro

A High-Converting Website

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 Intro

A High-Converting Website

● saves your prospects Cognitive Resources

● lowers the Perceived Cost

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 Intro

Solution Cost +
Emotional Cost (unconsciously)

Perceived Cost

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 Intro

Perceived Affordable
cost cost

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 Intro

Perceived Affordable
cost cost

PROSPECTS DECIDE TO NOT DECIDE

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Where Should You Start?
 Analyze Uncover
Survey Prospects
Customer Support Chats Behaviour Patterns

Analyze Conduct
Interview Customers
Heatmaps & Recordings User Testing
 Analyze Uncover
Survey Prospects
Customer Support Chats Behaviour Patterns

Analyze Conduct
Interview Customers
Heatmaps & Recordings User Testing
Uncovering Usability Issues
Customer Support Messages
“Customer Support Insights „ Intro

● I honestly think this new platform is confusing. I just want a sample and I’m not sure
how to do that.
● How do I order a sample (possibly a dumb), I'm interested in the Spring pattern.
● I’m missing the ordering sample button. Can you help?
● Why can’t I order a sample? I can't find an option to order a sample, so frustrating.
● I want a sample, I'd like to see first if it adheres to the surface.

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The Sample Button Intro

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No, They Don’t Tell You Intro

Customer Support
Absorbs Complaints Like A Black Hole

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What Emotional Costs Sounds Like Intro

● Why can’t I order a sample? I can't find an option to order a sample, so frustrating.
● How do I order a sample (possibly a dumb), I'm interested in the Spring pattern
● I want a sample, I'd like to see first if it adheres to the surface.
● I honestly think this new platform is confusing. I just want a sample and I’m not sure
how to do that.

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A/B Test: Clear Calls To Action Intro

Original Variation

VS

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Result Intro

41%
increase
in conversion rate

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Uncovering Usability Issues, Objections
Website Surveys
The 3-Question Survey Intro

Q1: What is the purpose of your visit to our website today? (open)
Q2. Were you able to find what you are looking for ? (Yes/No)
Q3: If not, why?

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Survey Relevant Audiences Intro

Analyse answers by relevant audiences:

● New & Returning Visitors

● Visitors by country
● Visitors by device
● Customers & Non-customers

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Survey Relevant Audiences Intro

Analyse answers by relevant audiences:

● New & Returning Visitors

● Visitors by country
● Visitors by device
● Customers & Non-customers

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“Survey Insights „ Intro

“This doesn’t make sense to me. Why banks allow you to use them when
you are a competitor?”

„How do you keep your business running with an exchange rate so close
to the official one? I’m afraid this is a scam”

“In event of a hack on your company are you guaranteeing me that I will be
reimbursed on my loss of funds that occur as result”

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A/B Test: Addressing Concerns Before Prospects Think About It Intro

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Result Intro

20%
increase
in conversion rate

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A/B Test: Addressing Concerns + Using Customers Language Intro

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Result Intro

90%
increase
in conversion rate

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Give it a chance, don’t kill the insight first time! Intro

Reiterate on each insight at least 2,3 times!

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Uncovering Website Behaviour Patterns
● Google Analytics
● Adobe Analytics
● Mixpanel Analytics
But Don’t Dive In Before Intro

Understanding The Context Behind The Data

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But Don’t Dive In Before Intro

Checking Data Accuracy

Bad data is NOT BETTER than no data

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And Once You Start Digging Into Data... Intro

Default Reports → Custom Reports

All Sessions → Custom Segments & Sequences

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What are the most performant landing page, on desktop,
for returning users? And why?
Put Custom Segments To Work Intro

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Put Custom Sequences To Work Intro

8,673

5,319

17,375

19,799

6,129

5,664

5,106

12,957

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High Converting Sequence/ Flow Intro

YOUR SAVINGS WHEN EXCHANGING $10,000 WITH US

Page 2 Page 3

Page 1

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A/B Test: Matching Prospects’ Decision Making Process Intro

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Results Intro

40%
increase
in conversion rate

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High Converting Sequence/ Flow Intro

Step 2

Step 1

Our company offers a wide range of personalized foreign services for both
businesses and private clients.

If you need assistance contact us at +1-123-456-789

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AB Test: Yes, people like you benefit from our services Intro

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Results Intro

44%
increase
in conversion rate

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AB Test: Yes, people like you benefit from our services Intro

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Results Intro

35%
increase
in conversion rate

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Uncovering Behaviour Patterns
Heatmaps and Recordings
Heatmaps Intro

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Recordings That Capture User Sessions Intro

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Uncovering More Usability Issues
Moderated User Testing
Remote Moderated User Testing Intro

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What Can You Test? Intro

Your Website Competitor’s Website

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Don’t Test With Your Grandma! Intro

Find the right testing users.

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Nope, Not Even With Your Best Friend! Intro

Find the right testing users.

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And also.. Intro

● Mix between: age, gender, education,

customers, non customers

● Test on mobile and desktop as well

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Uncover Your Customers Language
To Write High-Converting Copywriting
 Intro
Listen How Customers Speak To Describe:

● Struggles that triggered the search for a solution

● Past Pain Points when using another/alternative solution
● Anxieties
● Desired Outcomes
● How life is better or different after using the solution
Customer Interview Questions
Intro
Inspired By Talia Wolf

● When did you realize you needed a product like “x”?

● What was going on in your world that caused you to come looking for it?
● What one benefit would you say you’ve gotten and valued most from using
this company?
● Why did you choose this product over others or this service over others?
● If this solution was gone tomorrow, what would you miss the most?
Sneak Peek Into - Our Voice Of Customer Intro
 Analyze Uncover
Survey Prospects
Customer Support Chats Behaviour Patterns

Analyze Conduct
Interview Customers
Heatmaps & Recordings User Testing
 Let’s talk about
Data. CRO. Advertising

Magda Baciu

/magdabaciu

magda@growthsavvy.io