Brian Massey, the conversion scientist from Austin. Slides from his friday keynote at Conversion Hotel 2014 #CH2014 #enjoy

1. http://www.sxc.hu/profile/icekitty37

2. @bmassey

3. @bmassey

4. http://www.beyondphilosophy.com/blog/dress-for-success/
@bmassey

6. http://www.sciencedirect.com/science/article/pii/S0022103112000200
@bmassey

7. http://www.sciencedirect.com/science/article/pii/S0022103112000200
@bmassey

9. Write a headline and image for
a designer clothing retailer.

11. http://gossipcheck.com

12. ©Mark Seliger

22. www.saidaonline.com
LATimes.com
iconolast.com

23. How do you organize what you know about
your customers so that you can take action?

24. Your Web site has 3 or 4 visitors coming
from thousands of different places.
Who are they?
Why are they visiting?
What information do they need to take action?
How do they like to receive information?

25. http://www.sxc.hu/profile/ispap

26. http://www.sxc.hu/profile/craiova

27. http://www.sxc.hu/profile/forwardcom

29. Where does someone making $175,000 per year live?
http://www.sxc.hu/profile/fevdm http://www.sxc.hu/profile/fevdm

30. In the searcher’s words, why did they come looking for this solution
today?

32. http://www.sxc.hu/profile/hamletnc
“I need a plumber…”
http://www.sxc.hu/profile/pepo

33. “I NEED A PLUMBER!”

34. Buyer Legends

35. Methodical
Competitive
Humanist
Spontaneous
E m o t i o n a l L o g i c a l
Q u i c k D e c i s i o n s S l o w D e c i s i o n s
Brian and Jeffrey Eisenberg,
Waiting for Your Cat to Bark?

36. Competitive Methodical
Spontaneous Humanist
E m o t i o n a l L o g i c a l
Q u i c k D e c i s i o n s S l o w D e c i s i o n s
Photos Wikipedia

40. Behavioral Database
Google Analytics, Site Catalyst
Click Tracking Software
Crazy Egg, ClickTale
Split Testing
Optimizely, VWO, Unbounce

41. Spit testing is for everyone.

43. Fear paying too much.
See shopping a part of the fun.
Want to be the expert.

44. Fear buying the wrong thing.
See shopping as part of the cost.
Looking for expert help.

46. Top Performing Ads
20% Off Window Treatments
We Bring the Showroom to You.
Free Local Design & Measure!
www.decorview.com
$100 off Power Shades
Sale on Automated Fashions.
Free Local Design & Measure!
www.decorview.com

49. Quick
Transactional
Deliberate
Free Shipping Relational

51. Technically Savvy
Higher Income
Older
Genital Warts
(Jineetol Whaartsch)

52. Older?
Less Tech
Savvy?

59. Here, Lost Lucy’s are Mostly
New Visitors

68. Increased size of search box,
removed drop down options.

73. (Do your own split test)

75. More Analytics Tutorials
You Are My Friends