Put your users first and you will win

1. Next Speaker:
Karl
Gilis (BE)
Put your users first
and you will win
Next Speaker:

2. What have I done to deserve this?

3. Karl Gilis - @AGConsult
#CH2018

4. @agconsult

5. Karl Gilis - @AGConsult
Since
2001
User research | Usability | UX | CRO| Growth Marketing

6. Most websites s*ck
@agconsult

7. Put your users first and you will win
Karl Gilis
@agconsult

8. @agconsult

9. Put your users first and you will win
Karl Gilis
@agconsult

10. @agconsult
Put your users first.
Or you will die.

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Make an appointment

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Oops.

20. 1. Make sure you know the basic principles
@agconsult

21. 83% more requests for a quote
44% more dealer searches
@agconsult

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24. Where do people look (2010)?
@agconsult

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26. Where do people look (2017)?
@agconsult

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29. Stop trusting your gut feeling
@agconsult

30. Hope is not a strategy
@agconsult

31. Start learning the basic principles
@agconsult

32. 2. Don't assume people scroll. Check it.
@agconsult

33. The page fold is a myth!
Really?

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36. 50% of visitors
leave before
this point
@agconsult

37. @agconsult
50% of visitors
leave before
this point

38. 50% scroll
mark
@agconsult
50% of visitors
leave before
this point

39. What people see without scrolling,
has a huge impact on whether they will
engage with your page. Or not.
@agconsult

40. So, for those who claim that
the page fold doesn't exist
@agconsult

41. 3. Use your scroll heatmaps like a pro
@agconsult

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44. About 20% loss of
visitors in this section
Fluffy stuff
@agconsult

45. • 14,6% more people visit one of
the product pages
• 7,7% more requests for offer
@agconsult

46. 14% are leaving the page
à False bottom and fluffy photo?
@agconsult

47. Drop-off reduced from
14 to 7%.
@agconsult

48. 17,1% leaves the page
here.
9,3% increase in
conversions
@agconsult

49. Optimisation is a continuous process.
Everything can always be improved.
@agconsult

50. 4. Listen to your click heatmaps
@agconsult

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53. The customer is king?

54. The customer is dictator

55. Yes, you can get amazing uplifts
from design changes.
@agconsult
But only if your design s*cks.

56. But if your design is kinda okay,
more effort is needed.
@agconsult

57. Change your content.
@agconsult

58. Change your content.
So it changes behaviour.
@agconsult

59. 5. Always start with the customer
@agconsult

60. Yes Karl, but we are customer-centric.
@agconsult

61. 80% of companies say they're
customer-centric
Only 8% of their customers agree
@agconsult

62. How do you close this gap?
@agconsult

63. How do you overcome the disconnect
between you and your customer?
@agconsult

64. In-depth knowledge of your customer
@agconsult

65. I’m not talking about
socio-demographic data
@agconsult

66. Why do people buy from you?
@agconsult

67. Why don't they buy from you?
@agconsult

68. What do they know?
What is their starting point?
@agconsult

69. Their explicit and implicit motivation
@agconsult

70. Their emotions
@agconsult

71. Let's go back to this one:
Always start with the customer
@agconsult

72. @agconsult
Jeff Bezos, CEO Amazon

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76. no destination in
mind43%
time frame in mind
51%
78%
no fixed dates
type of holiday (sun, culture,…)
84%
@agconsult

77. @agconsult

78. What do they know?
What is their starting point?
@agconsult

79. 6. Don't target the average user
@agconsult

80. @agconsult

81. More than 2 out of 3 visitors
already use the free SEO plug-in.

82. @agconsult

83. Different pages for different stages
in the awareness funnel
Karl Gilis - @agconsult

84. Product page for newbies
• Via website
• Via Google
Reasons to upgrade page for users of the
free version
• Via plugin
• Via campaigns

85. If you target the average visitor,
you'll get average results.
Karl Gilis - @agconsult

86. @agconsult

87. 7. Keep asking the right questions
at the right moment
@agconsult

88. Exit survey on product pages
What’s keeping you from buying the Premium seo plug-in right now?

89. Survey on thank you page

92. 8. Bring people in the yes-mood
@agconsult

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94. Why are you looking for a carport?
Be as specific as possible.
@agconsult

95. Mail survey
• If we would tear down your carport tomorrow, what would
you miss the most?
@agconsult

96. @agconsult

97. 77,1% more requests for a quote
@agconsult

98. Don't make it about you.
Make it about them.
Karl Gilis - @agconsult

99. 95,2% more conversions @agconsult

100. 9. Use commitment and consistency
@agconsult

101. When we start something,
we want to finish it.
@agconsult

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349% more donations

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24,3% more recurring donations

106. 10. Take away fears and barriers
@agconsult

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109. @agconsult
What is the most
important reason why you
didn't make an
appointment today?

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111. Take away the fears and barriers.
Karl Gilis - @agconsult

112. @agconsult

113. A website is something people use.
Not something they just look at.
Karl Gilis - @agconsult

114. If you don't care about words,
you're a decorator.
Not a designer.
Karl Gilis - @agconsult

115. 11. That was tip number 11 J
@agconsult

116. Conclusion
Have the right attitude &
ask the right questions
@agconsult

117. Question
Why would you visit the website of a petrol station brand such as Shell,
Total, Circle K or BP?
What is your goal?

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136. What's the goal of my website
Karl Gilis - @agconsult

137. What's the goal of my website
What's the goal of my visitors
Karl Gilis - @agconsult

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141. Your goal?
#makeyourvisitorshappy
Karl Gilis - @agconsult

142. Give them what they want
and you’ll get what you want.
Karl Gilis - @agconsult

143. @agconsult

144. Do you make your visitors happy?
@agconsult

145. That's it!
Thx
@agconsult
karl@agconsult.com
www.agconsult.com