• http://twitter.com/Conversionista Chief Conversionista

    This stuff is Awesome!  People In Stockholm would be eating out of your hand. What are you waiting for?!

  • http://twitter.com/Conversionista Chief Conversionista

    Actually the “Meta-hack” on top of all this is:
    Web Agencies ask 
     – “What should the site look like?”When they should be asking – “What goals should the page acheive?!”

  • http://twitter.com/NetSpeakDesign NetSpeak Solutions

    The majority of web design/development firms DON’T do SEO/SEM to begin with… Instead, a client should be looking for a web design and marketing company that also can undertake responsive design for mobile devices.

  • http://conversionscientist.com Brian Massey

    While this is a SEO/SEM focused site, this column is about converting search traffic after it arrives. Unfortunately, many web design/development firms don’t do that either.

  • hannah ingham

    Great article Brian, to often user behaviour is seen as an after thought in e-commerce. To often design is focused on creating a pretty picture and not thinking about the psychology or motives behind the buyers behaviour, how is this site going to convince them to buy from you over the other 1000’s of websites selling the same products.

  • http://conversionscientist.com Brian Massey

    Thanks, Hannah.

  • http://www.BlogAid.net MaAnna

    Oh, Brian, this is good, really good. Most of my clients came to me for their second site and can confirm they learned these lessons the hard way. I’m slowly expanding my reach to attract first time site owners, but they are still of the mindset that the look of the theme is the most important thing, not the content.

    Do you think most folks just have to waste their first year of site ownership before this message gets through to them?

  • Richard Parnaby-King

    The apostrophe in your slug is leading to a 404 page (http://searchengineland.com/hack-your-web-developer's-questionnaire-for-higher-conversion-116935). May I suggest removing it? A good article though.

  • http://conversionscientist.com Brian Massey

    Thanks for the bug report and for the kind words.

  • http://conversionscientist.com Brian Massey

    I do believe that site owners have to go through a first, wasted site, but that may be changing. I also find that site owners have to go through one or two or three SEO companies before they realize that conversion is their problem. We all have to make mistakes in order to learn. You may not like working with first-time site owners as they haven’t learned their lessons yet.

  • http://conversionscientist.com Brian Massey

    Tim Ash weighs in on the rotating banner issue over at ClickZ. 

  • http://twitter.com/keshabraj Keshab Raj Adhikari

    I am on way to redesigning my site… not all the point you pointed are fit to my site.. however there are some point I wasn’t close to it or missing for my new design. Thank you Brain Massey for healthy post.  Defiantly gonna check again the redesign.

  • http://conversionscientist.com Brian Massey

    Nothing makes me happier than to know that I’ve been helpful in some way. Thanks for letting me know.

  • RenWalker

    Genius!  The original questionnaire was setting the client up for failure.  We designers should KNOW that things like a search bar, category filter, and a rich thank page aren’t a “yes / no” situation…they SHOULD be on eCommerce sites.  Business owners just need to help us fill in the blanks.  

    I’m tired of open-ended prompts on questionnaires.  A good web designer should be ready to offer solutions and get the client thinking and saying “Yes, I want that!”

    Also, kudos on the “killing the slideshow.”  I can’t waiting until more websites break the big slideshow / 3 box model.

  • http://conversionscientist.com Brian Massey

    I agree. Web designers should be making decisions using their Web experience, not asking inexperienced owners and marketers.

  • hannamhel garcia

    This is really helpful, I going to design a website for a learning center soon and your article really gives me ideas on how to design it. Thanks a lot. 

  • http://www.facebook.com/people/Dennis-Foreman/513852772 Dennis Foreman

    Thank you Brian, for busting me on the slideshows.

    These things have become so ingrained that everyone (almost everyone :-) ) accepts that they are necessary for “entertainment” of surfers or some such idea. 

    I’ve always disliked them but it has been easier to just put them up rather than arguing with the site owners.

    How about this hybrid idea? Set the slideshow so that it presents only one slide per arriving visitor. Organize it as an ongoing split-test for each of several messages. Viola’, real data and the appearance of variety for the site owner.

  • http://conversionscientist.com Brian Massey

    You are the first person to thank me for pointing out that slideshows usually reduce conversion rates. I think that a static picture for each visitor is fine, and certainly make it so you can test one against the other. If we aren’t learning more about our visitors, we are dying on the digital vine.


  • http://www.ferreemoney.com/blog/ Neil Ferree

    I see some mild controversy coming down the pike? I only scanned this article based on a fellow G+ Plusser’s entry. Need to find the hard stats that emphatically prove sliders dont’ convert?

  • http://conversionscientist.com Brian Massey

    Controversy is good, and your instinct for proof is very scientific. 

    I reference Wider Funnel’s post in my column, and they claim to have tested the rotating banner multiple times with poor results.http://www.widerfunnel.com/conversion-rate-optimization/rotating-offers-%E2%80%93-the-scourge-of-home-page-design 

    Tim Ash of Sitetuners is a veteran tester, and he literally wrote the book on Landing Pages. He recently published this explanation of why rotating banners impact conversion negatively.
    http://www.clickz.com/clickz/column/2164452/rotating-banners WhichTestWon.com has a home page study in which the rotating banner homepage lost, but other elements changed on the page [requires subscription].https://whichtestwon.com/ppc-rudder Every audience is different, but this is one aspect of home pages that I wouldn’t test given the evidence against rotating banners.