In this week’s podcast, we spoke to Joris Bryon, co-founder of dexter.agency, the conversion optimisation specialists.
Joris and his team help e-commerce companies increase revenue through a combination of conversion optimisation and A/B testing.
Joris’ recent publication ‘Kill Your Conversion Killers with The Dexter Method™ – A Pragmatic Approach to Conversion Optimization for E-commerce’ passes on his expertise so that you too can kill your conversion killers.
In the interview, Sean and Joris discuss a range of topics, including:
- How there’s more to increasing revenue for e-commerce websites than simply increasing traffic- not all traffic is equal.
- Why continually redesigning your website might seem like a good idea, but can often be counterproductive.
- The red button/green button theory and why the colour isn’t the most important factor in increasing your conversions, but the contrast and the size.
- A/B testing might be an essential element of conversion optimisation, but it isn’t the first or most important test, especially for low-level traffic sites.
- How often you might expect to find a winning combination when you’re running tests on methods to increase your conversions and how using a process, like the Dexter Method, can be a much more efficient way of testing.
- The potential dangers of following ‘best practises’ for e-commerce website optimisation- every site is different. This means that it’s important to find what works for your business, and that directly copying your competitors can be a bad idea.
- Getting people to convert can be about psychology. But before going there, there are some typical aspects of your site that should be assessed first, such as accessibility and usability.
- How big an impact design has on CRO, and how some elements of your homepage, such as sliders and video backgrounds can do more damage than good to conversion rates.
- What is micro-copy and why is it so important? Expedia saw a $12 million profit increase due to one micro change.
- An overview of the Dexter Method for CRO and its key steps: collect your data, execute the changes based on this data, test these changes, evaluate the changes, repeat. Joris explains the value of each step in this method.
Want to find out more? Buy your copy of ‘Kill Your Conversion Killers with The Dexter Method™ – A Pragmatic Approach to Conversion Optimization for E-commerce’
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