Conversion Masters Interview → Filip Rastovic

Filip Rastovic

Buckle up for a delightful discussion with the master of conversions, Filip Rastovic.

1. Can you share a bit about your background and how you became a conversion people?

Studied computer science for 4 years. Got a web developer job after that working on marketing and e-commerce websites. I used photoshop during high-school and college and was tackling game dev as well so all this interest made me learn UI / Web design as well. The company I was working for recognized it so I was soon allowed to design websites as well. Few years later I went freelance and started offering a full landing page design and development service. Hired a designer as well. We worked with big SAAS businesses like Tipalti, managing and optimizing high-traffic landing pages. I soon started working on optimizing e-commerce websites as well. Nowadays I’m mostly managing experimentation, not actually working as a developer but still designing things. I do develop my own websites though.

2. What inspired you to focus on helping businesses improve their conversion rates?

Just having a real and measurable impact on the business.

3. In your opinion, what are the most common mistakes businesses make that reduce their conversion rates?

Not using common sense and not testing their websites from the context of their users. Also doing paid media badly.

4. What role do data analytics and Google Analytics play in your conversion optimization process?

It tells you the facts about quantitative data. What pages get the most visits, what are the conversion rates, the revenue etc, you can’t work without it.

5. What strategies or tactics do you find most effective in increasing website conversions?

Identifying what’s wrong with the website and fixing it.

6. What advice would you give to businesses looking to improve their email collection strategies without being intrusive?

Hire a CRO specialist hehe.

7. How do you view the significance of customer surveys in the context of conversion optimization, and how do you use them?

With google analytics and quantitative data you know what’s going on but you don't know “why”. The survey can tell you the “why”. You can be pretty specific asking questions like “What almost stopped you from purchasing” or “Was the product description clear”.

8. How do you balance between collecting emails and not overwhelming visitors with too many pop-ups?

I don’t work with lead gen / email collection that much at the moment. I did before tho. I never used pop-ups tho and I don’t like them. It’s mostly lead-gen landing pages that actually have a valuable offer in the exchange for the email address.

9. Could you describe a particularly challenging conversion optimization project you've worked on and the results you achieved?

Like 9/10 of my experiments fail. It’s challenging to create a good experiment especially on highly optimized websites. When you do have a winning experiment it can increase revenue by hundreds of thousands of dollars for your clients.

10. Finally, what advice would you offer to online stores that are seeking to enhance their conversion rates and overall performance, especially from the perspective of someone who has extensive experience in conversion optimization?

Hire a CRO manager.

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