Lost at kastrup - WAW Copenhagen

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Lost at Kastrup

A story about what users REALLY do on your site

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We have come to earth to save humans from Bad Conversion Rates & Web Sites That Suck

What you think users do on your site

What they think they do

What they actually do

Page @Conversionista

Nr 1 on Online Conversion in Sweden

Since2006

200 + conversion projects

50% E-commerce

Rest is B2B/B2C Lead generation

International speaker & blogger

John Ekman a.k.a Chief Conversionista

1070%

Member and founder of

TheConversionAlliance.com4

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”Web analytics is great at the

What but not at the Why”

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The three pillars of the web survey

1. Those who answer represent your audience

2. People answer honestly

3. Visitors know what they are doing on your web site

1. Representativity

2. Honesty

What do these have in common?

Reciprocity

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Users lie!!!

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“Everybody knows what’s going wrong with the world.

I don’t even know what’s going on in myself”

3. Understanding of self

REI – tents

Participants said that they:

1. Read the information on the product page

2. Based the decision the ”features- summary”

250 vs 60 bought tent nr 1 !

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Wikimedia Commons

The Auto pilot

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Change blindness75% won’t see what happened

http://www.youtube.com/watch?v=38XO7ac9eSs

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André Morys at Conversion Jam

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”Conversion happens in the brain of the customer, not in

Google Analytics”

RationalDeliberateSlow

Emotional Unaware Fast

The Brain is a heart

What happens when the two systems talk?

1. Post Rationalization

2. Misattribution

The power of persuasive copywriting

“Need a Stockholm Drinking buddy?”

1. Context2. His needs and wants

A Dan Ariely experiment

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Fill in a form with this in your mouth

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Arrange these words and then....

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Rude Neutral Polite

<20% 40% > 60%

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Are You Saying “No” When You Could Be Saying “Yes” in Your Web Forms? 

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Have you thought about “correct messages”?

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Ja

Skadades någon person vid olyckan?

Nej Skönt! Tur i oturen!

Claims form

The three pillars of the web survey

1. Those who answer represent your audience

2. People answer honestly

3. Visitors know what they are doing on your web site

Ok, we’re screwed?

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The answer!

Start testing

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A / B

Here is how:1. Web Psychology

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A / B

Session replay

2. Metrics

A/B-testning

Eye-tracking

3. Quantified results

How interested are we?

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The clickThe

Landing pageThe

Conversion

Potential

Interest

-57% !!!

Where do they drop off?

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Where’s the love?

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Have you hugged your form today?

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Let’s do some Eyetracking?

How come it works?

1.We only have sharp vision in 1% of the visionary field

2.We can see what happens “when nothing happens”

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To slide or not to slide - that’s the question

How hard can it be?

Sälj grej med tjej

Bart SchutzWheel of

Persuasion

Roger DooleyAuthor of

“Brainfluence”

Peep LajaConversion XL

Michael Aagard Content Verve

Bart SchutzWheel of

Persuasion

Roger DooleyAuthor of

“Brainfluence”

Peep LajaConversion XL

Michael Aagard Content Verve

conversionista.se/sitevision

@conversionista

Testning