Mikko Piippo is a senior consultant and partner at Hopkins in Helsinki who specializes in analytics and conversion optimization. He has over 10 years of experience in this field working for various agencies. While he has a background in history, Latin, and economics, he notes that "I'm not a developer." The document goes on to discuss various types of anticonversions that can occur on websites, such as errors, slow page loads, and product unavailability. It introduces metrics to measure site frustration, confusion, and the overall "suck rate" or irritation rate of a site.

1. #MCCPH19
What could possibly go wrong?
Anticonversions, irritation & the suck rate
MeasureCamp Copenhagen
8.6.2019
Mikko Piippo

2. #MCCPH192
Analytics & conversion optimization (2010-2019)
Mikko Piippo
Senior Consultant, partner
+358 50 501 0488
mikko.piippo@hopkins.fi
● Hopkins (Helsinki), founder & partner 2016-
● SEO, SEM, analytics consultant in different agencies 2010-2016
● Researcher, University of Helsinki 1997-2006
“I’m not a developer”
● I studied history, Latin & Roman literature 1989-1996 and economics,
finance & mathematics 2008-2011.
Add me to your contacts
● LinkedIn https://www.linkedin.com/in/mikkopiippo/
● Twitter: @mikkopiippo
Mikko Piippo

3. #MCCPH19
You have ideas, but nobody
listens to you.
3

4. #MCCPH19
Execute
4
CARE
Collect
AnalyseRecommend
Care about visitor data

5. #MCCPH19
Postpone
action
5
CRAP
Collect
ReportAvoid analysis
Nothing happens….

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Optimize your work.
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We measure success.
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8. #MCCPH19
“The aggravation that one experiences in
losing a sum of money appears to be greater
than the pleasure associated with gaining the
same amount.” (Kahneman & Tversky 1979)8
Behavioral
economics & the
loss aversion

9. #MCCPH19
Lost sales
.
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Lost conversions (desktop)
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“You have lost 8046 conversions in 12 months because other
browsers don’t convert as well as Internet Explorer.”
Sessions Conversions CR
Lost
conversions
Chrome 175636 24601 14.0% 4950
IE 78769 13253 16.8% 0
Firefox 67998 10220 15.0% 1221
Safari 29333 3617 12.3% 1318
Edge 29158 4349 14.9% 557
56040 +8046

11. #MCCPH19
Case: Android vs iOS (mobile)
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“You have lost 3666 conversions in 12 months because Android
mobile phone users don’t convert as well as iPhone users.”
Sessions Conversions
Conversion
rate
Lost
conversions
Android 812069 59904 7.38% 3666
iPhone 428620 33553 7.83%

12. #MCCPH19
691 008 €
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“This is how much you lost sales in
12 months.”

13. #MCCPH19
Anticonversions:
What could possibly go wrong?
.
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14. #MCCPH1914
Vestibulum nec
congue tempus
Lorem ipsum dolor sit dolor
amet, consectetur nec
adipiscing elit, sed do ipsum
eiusmod tempor. Donec facilisis
lacus eget sit nec lorem mauris.
Conversions &
microconversions
- transaction
- add to cart
?
Anticonversions
- micro
- macro
Resistance
- remove from
cart
- leave the site
Intended
action
(by users)
Not intended
(by user)
Positive outcomes (for owner)
Negative outcomes (for owner)

15. #MCCPH1915
Goals / custom
metrics / calculated
metrics / events

16. #MCCPH19
404 errors.
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Error messages after user
interaction - failed form
submissions.
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Other error messages (e.g. API
related)
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Site search with 0 results.
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20. #MCCPH19
Ecommerce: product (size, color) not
available.
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21. #MCCPH19
Rejected payments / sales / credit
applications etc.21

22. #MCCPH19
Waiting too
long for an
answer...

23. #MCCPH19
JavaScript errors
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2G mobile users...
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Metrics
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Frustration metric: clicks /
pageviews.
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@hellemans

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Confusion metric: pageviews /
unique pageviews
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How bad your site really is?
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Suck rate = macro-anticonversions /
sessions.
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Irritation rate =
micro-anticonversions / sessions.
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All photos: public domain photos from: Pixabay.

31. #MCCPH19
Was it a catastrophe or just annoying?
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32. #MCCPH19
How bad your
website really is?
What is your south
star metric?
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