{"id":16906,"date":"2024-11-27T15:42:51","date_gmt":"2024-11-27T14:42:51","guid":{"rendered":"https:\/\/www.mild.se\/conversion-jam-2024\/"},"modified":"2024-11-27T16:25:28","modified_gmt":"2024-11-27T15:25:28","slug":"conversion-jam-2024","status":"publish","type":"post","link":"https:\/\/www.mild.se\/en\/conversion-jam-2024\/","title":{"rendered":"Conversion Jam 2024"},"content":{"rendered":"
\n

Did you miss this year\u2019s Conversion Jam? Don\u2019t worry\u2014Mild\u2019s CRO specialists, Herman and Ludvig, took on the role of conference reporters on a chilly autumn morning to explore the latest in the world of CRO and UX. Armed with coffee and notebooks, they gathered insights from some of the sharpest minds in the industry.<\/p>\n<\/div><\/div><\/div>\n\n

\n

Here, we\u2019re sharing the highlights to help you optimize your digital presence\u2014from avoiding conversion pitfalls to how a simple underline can transform the customer experience. Let\u2019s dive in!<\/p>\n<\/div><\/div><\/div>\n\n

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Chris Gibbins: Keep it simple, or your customers will scroll away<\/h2>\n<\/div><\/div><\/div>\n\n
\n

Chris Gibbins from Creative CX focused on one key theme: minimizing friction.<\/strong> The idea? Make it so easy for your customers to buy, click, or sign up that they don\u2019t even hesitate.<\/p>\n<\/div><\/div><\/div>\n\n

\n

Gibbins' \"Running Test\"<\/h3>\n<\/div><\/div><\/div>\n\n
\n

Chris introduced his \"Running Test\"\u2014a method to see if a customer can complete a task while running to catch a train.<\/p>\n<\/div><\/div><\/div>\n\n

\n
    \n
  • The outcome:<\/strong> Netflix almost passed, but poorly placed buttons created unnecessary hurdles.<\/li>\n\n\n\n
  • Try it yourself:<\/strong> Ask a colleague to try purchasing a product on your site while distracted (like during a phone call). Observe what slows them down.<\/li>\n<\/ul>\n<\/div><\/div><\/div>\n\n
    \n

    Popups - less is more<\/h3>\n<\/div><\/div><\/div>\n\n
    \n

    Chris pointed to Levi\u2019s as a cautionary tale of overusing pop-ups. Visitors to Levi\u2019s website encounter a cookie banner, followed by an app popup, and then a newsletter sign-up\u2014all within 10 seconds.<\/p>\n<\/div><\/div><\/div>\n\n

    \n
      \n
    • The result:<\/strong> This sequence created a frustrating experience that risked driving users away before they even explored the site.<\/li>\n\n\n\n
    • Example:<\/strong> Zalando provides a better approach with a single, non-intrusive popup offering a discount code for newsletter sign-up\u2014only after users have browsed a few pages.<\/li>\n\n\n\n
    • Lesson learned:<\/strong> Make it simple and reasonable. Customers should glide through your site, not trip over unnecessary obstacles.<\/li>\n<\/ul>\n<\/div><\/div><\/div>\n\n
      \n
      \"\"
      Image from this year's Conversion Jam, image credit Conversionista. <\/figcaption><\/figure>\n<\/div><\/div>\n\n
      \n

      Michael Aagaard: Disappointment kills conversions<\/h2>\n<\/div><\/div><\/div>\n\n
      \n

      Michael Aagaard took a deep dive into the psychology of customer disappointment and how to avoid it. Spoiler:<\/strong> Be proactive.<\/p>\n<\/div><\/div><\/div>\n\n

      \n

      \"Expectation gaps\"<\/h3>\n<\/div><\/div><\/div>\n\n
      \n

      When expectations aren\u2019t met, customers lose trust and interest. This can stem from clunky user experiences or delivery times that don\u2019t match promises.<\/p>\n<\/div><\/div><\/div>\n\n

      \n

      AI is your friend<\/strong>
      Use AI to analyze customer reviews and identify what works\u2014and what doesn\u2019t.<\/p>\n<\/div><\/div><\/div>\n\n

      \n
        \n
      • Example:<\/strong> Ikea discovered through customer feedback that many misunderstood their delivery dates, leading to frustration. Their solution? Clearer communication in the checkout process to display delivery times before payment.<\/li>\n\n\n\n
      • Try it yourself:<\/strong> Tools like Octoparse can help collect and analyze customer reviews across platforms. Identify recurring pain points, such as slow delivery or confusing processes, and prioritize fixing them.

        Example prompt:
        <\/strong>\"Are there recurring themes in reviews where customers feel their expectations weren\u2019t met? What are the most common issues?\"<\/em>

        By addressing these insights proactively, you can improve customer experiences and reduce dissatisfaction.
        <\/li>\n<\/ul>\n<\/div><\/div><\/div>\n\n
        \n
          \n
        • Lesson:<\/strong> Fix what\u2019s broken, highlight what you\u2019re doing right, and remember: \u201cDistrust stops behavior.\u201d<\/strong> Wise words to live by. <\/li>\n<\/ul>\n<\/div><\/div><\/div>\n\n
          \n
          \"\"
          Image from this year's Conversion Jam, image credit Conversionista. <\/figcaption><\/figure>\n<\/div><\/div>\n\n
          \n

          Rebecca Hugo: The key to a seamless E-Commerce experience<\/h2>\n<\/div><\/div><\/div>\n\n
          \n

          Rebecca Hugo from Baymard Institute brought UX gold. With over 150,000 hours of user testing, she shared actionable advice to make e-commerce customers feel at home.<\/p>\n<\/div><\/div><\/div>\n\n

          \n

          Show customers where they are<\/h3>\n<\/div><\/div><\/div>\n\n
          \n

          95% of websites fail to indicate where users are within the site. Adding breadcrumbs or underlines can bridge the gap between \u201cWhere am I?\u201d and \u201cAh, here I am!\u201d<\/p>\n<\/div><\/div><\/div>\n\n

          \n
            \n
          • H&M combines breadcrumbs with clear headings, like \"Home > Women > Dresses.\" The result? Users feel more confident navigating the site.
            <\/li>\n<\/ul>\n<\/div><\/div><\/div>\n\n
            \n

            Avoid dead ends in search<\/h3>\n<\/div><\/div><\/div>\n\n
            \n

            A \"no results\" page can be a conversion killer. Offer alternatives, correct typos, or suggest related products. Anything is better than a dead end.<\/p>\n<\/div><\/div><\/div>\n\n

            \n
              \n
            • Example:<\/strong> Amazon excels by suggesting similar products or categories instead of leaving users with nothing after a failed search.<\/li>\n\n\n\n
            • Lesson:<\/strong> No one likes feeling lost. Clarity and guidance are your best allies
              <\/li>\n<\/ul>\n<\/div><\/div><\/div>\n\n
              \n

              The best thing about Conversion Jam? <\/h2>\n<\/div><\/div><\/div>\n\n
              \n

              The insights are instantly actionable. Want your site to feel like a smooth walk in the park? Start small\u2014or reach out to us at Mild. We love making digital experiences simpler, smarter, and more fun.<\/p>\n<\/div><\/div><\/div>\n\n

              \n
              \"\"
              Image from this year's Conversion Jam, image credit Conversionista. <\/figcaption><\/figure>\n<\/div><\/div>\n\n
              \n


              <\/p>\n<\/div><\/div><\/div>","protected":false},"excerpt":{"rendered":"

              Did you miss this year\u2019s Conversion Jam? Don\u2019t worry\u2014Mild\u2019s CRO specialists, Herman and Ludvig, took on the role of conference reporters on a chilly autumn morning to explore the latest in the world of CRO and UX.<\/p>\n","protected":false},"author":1,"featured_media":16900,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","inline_featured_image":false,"footnotes":""},"categories":[222],"tags":[],"class_list":["post-16906","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-insikter-fran-branschen-en"],"acf":[],"yoast_head":"\nConversion Jam 2024 - Mild<\/title>\n<meta name=\"description\" content=\"Did you miss this year's Conversion Jam? 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