Extreme makeover: Conversion Edition

Wed 25 March 2009 15:30, Bas van den Beld

Site clinics are always a very interesting way of doing sessions at events like SES. The final session of day 1 "Extreme makeover: Conversion Edition" is not a 'real' site clinic because the speakers got a chance to prepare but is in the same line.

For this session four websites were pre-selected who's pages were looked at by three experts who give advice on what to change.

Jeffrey Eisenberg sits in for his brother Bryan who's wife went into labor. He is joined by Tim Ash (SiteTuners), writer of landing page optimization and Ethan Giffin of Groove Commerce.

The three guys took a look at all sites beforehand, then made some comments on them and then proposed a alternative page. They did this by showing the audience a mockup. These mockups will be available when the presentation goes online, when it does we'll post a link to them here and in the comments.

First site up was beachstore.com. They started of with some critisism and tips. This site for example has a headline which is too big. Then they suggest to create a buy box. The product information is too low.

Second site was the Six Flags homepage. Off course there were comments about the fact that the site was build in flash, but the focus lied on the forms on the website: they ask to much data, and the more data you ask, the lower your conversion rate will be. Tim Ash also stated "Never double stack a form! People read from up to down!"

Third site was Money and Markets. This website is a good example of siteowners looking at a site from their own perspective, not that of the visitors. The biggest example for that is the seven guys in a suite on the front page.

Final site was "A Touch of brass" which actually is a client of two of the speakers. Here they focused mainly on navigation. "You should help your clients to navigate through their site closer to their goals.". They also made a short remark about the color of a button: it should be high contrast to the rest of the page, no matter what color.

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