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Q. What can limit conversion? Give some examples of the most common 

‘conversion rate killers’ you see.

Karl Blanks, Conversion Rate Expert:

 These are some of the most common mis-

takes we see:

Killer #1: Not split testing. Many people think they’re done if they take action to 

make changes to their site. In reality they’re only ‘done’ when tests show that the 

changes in fact improved conversions. Installing a ‘best practice’ magic button that 

another site swears by might actually lower conversions. Despite the popularity of 

video, Google once discovered through tests that video reduced conversions on one 

of its pages. You simply must test to find out.

Not long ago, multivariate testing software cost more than £5,000 per month. 

Now you can use Google Website Optimizer and other software packages for free, so 

there’s really no excuse. We created a tool, called Which Multivariate, which helps you 

to select the best software for multivariate testing.

Killer #2 is ‘meek tweaking’ – in other words, making changes that are never likely 

to have a significant effect.

Killer #3 is asking for the sale on the first visit. It’s often a good idea to test the 

creation of a  multi-  step conversion funnel, in which you provide great value before 

you ask for the order. Comparison charts, forums, special reports and email marketing 

are examples of elements that allow you to provide good information, ask for names, 

cultivate a relationship and thereby improve the chances of a sale.

We recently gave a talk on ‘15 Common Causes of Conversion Death’.

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Part 3  Implementation

  The challenges of digital business transformation 

  Figure   10.1    shows key aspects or levers of change that need to be assessed in order to maxim‑

ise the benefits of digital business: