You’re Making My Brain The Psychology Behind Terrible Conversion Experiences #mktfest @ContentVerve
You’re Making My Brain The Psychology Behind Terrible Conversion Experiences
#mktfest @ContentVerve
@ContentVerve
You are Awesome!
@ContentVerve
“Mobile Marketing Automation”“See Demo”
107 LINKS…
Daniel Kahneman
#mktfest @ContentVerve
Bart Schutz
#mktfest @ContentVerve
Bart Schutz#mktfest @ContentVerve
ACTION!SUMMARY
unbounce.com/cro-viking/#mktfest @ContentVerve
Two Fundamentally Different “Modes” of Thinking
Two Fundamentally Different “Modes” of Thinking
1.Intuitive Thinking
2.Analytical Thinking
Two Fundamentally Different “Modes” of Thinking
1.IntuitiveThinking
2.Analytical Thinking
INTUITIVE THINKING
#mktfest @ContentVerve
2 x 2 = 4
#mktfest @ContentVerve
2 x 2 = 4
#mktfest @ContentVerve
ANALYTICALTHINKING
#mktfest @ContentVerve
17 x 24 = 408
#mktfest @ContentVerve
17 x 24 = 408
#mktfest @ContentVerve
2.Analytical Thinking
Something you do.
1.Intuitive Thinking
Something thathappens to you.
VS
SYSTEM 1 SYSTEM 2
2.Analytical Thinking
Something you do.
1.Intuitive Thinking
Something thathappens to you
VS
SYSTEM 1 SYSTEM 2
2.Analytical Thinking
Something you do.
1.Intuitive Thinking
Something thathappens to you
VS
SYSTEM 1 SYSTEM 2
VS
SYSTEM 1 SYSTEM 2
FastAutomaticEmotional
SubconsciousIn the moment
SlowEffortfulLogical
ConsciousPlanning ahead
#mktfest @ContentVerve
System 1 System 2
#mktfest @ContentVerve
Intuitive Analytical
#mktfest @ContentVerve
Intuitive Analytical
#mktfest @ContentVerve
I’m a split test junkie!
@ContentVerve
2@ContentVerve#mcdk16#mktfest @ContentVerve
0@ContentVerve#mcdk16#mktfest @ContentVerve
I’m a split test junkie!
@ContentVerve@ContentVerve#mktfest
System 1 System 2
ZZZZZZZZZZZ…
#mktfest @ContentVerve
VS
SYSTEM 1 SYSTEM 2
A MACHINE FOR JUMPING TO
CONCLUSIONSTHE LAZY
CONTROLLER
#mktfest @ContentVerve
@ContentVerve#mktfest
#mktfest @ContentVerve
THE LAW OF
LEAST EFFORT
A B
A B
#mktfest @ContentVerve
System 1 System 2
“AT EASE” “STRAINED”
(Intuitive Thinking) (Analytical Thinking)
#mktfest @ContentVerve
#mktfest @ContentVerve
RED BLUE
GREEN YELLOW ORANGE PURPLE
GREENORANGEPURPLE
REDYELLOW
BLUE
GREEN ORANGE PURPLE
RED YELLOW
BLUE
REDBLUE
GREEN YELLOWORANGE PURPLE
22 SECONDS
7 SECONDS
#mktfest @ContentVerve
Cog
nitiv
e Lo
ad
Cognitive Strain HIGHLOW
HIGH
LOW
#mktfest @ContentVerve
#mktfest @ContentVerve
What do you think this page was about? What was the goal of the page?
#mktfest @ContentVerve
What do you think this page was about? What was the goal of the page?
0% 4%
#mktfest @ContentVerve
What do you think this page was about? What was the goal of the page?
#mktfest @ContentVerve
What do you think this page was about? What was the goal of the page?
80% 48%
#mktfest @ContentVerve
ATTENTION RATIO
107 to 1 1 to 1
#mktfest @ContentVerve
1. 2.
3.4.
#mktfest @ContentVerve
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#mktfest @ContentVerve
#mktfest @ContentVerve@ContentVerve
Leve
l of C
ogni
tive
Stra
in
Frustration, fatigue, loss of self-controlHIGHLOW
HIGH
LOW
#mktfest @ContentVerve
#mktfest @ContentVerve
#mktfest @ContentVerve
#mktfest @ContentVerve
#mktfest @ContentVerve
#mktfest @ContentVerve
You wouldn’t like me when I’m hangry.
“
”
#mktfest @ContentVerve
#mktfest @ContentVerve
#mktfest @ContentVerve
#mktfest @ContentVerve
4px 111px
#mktfest @ContentVerve
#mktfest @ContentVerve@ContentVerve
CHECKOUT STEP 1
CONF. PAGE
SUBJECT LINE
PRODUCT OVERVIEW
BASKET
INBOX PRODUCTPAGE
CHECKOUT STEP 2
CHECKOUT STEP 3
#mktfest @ContentVerve
#mktfest @ContentVerve
=
#mktfest @ContentVerve
CREATE A CONVERSION EXPERIENCE THAT FACILITATES COGNITIVE EASE
#mktfest @ContentVerve
System 1 (intuitive) System 2 (analytical)
The more we use System 2, the more our brains hurt
Create a conversion experience that facilitates cognitive ease
#mktfest @ContentVerve
Funnel walk through “Where does it hurt?”
Perform 5-second tests to tap into System 1
#mktfest @ContentVerve
unbounce.com/cro-viking/
COGNITIVE
BIASES
MENTAL
SHORTCUTS
PRIMING EFFECT
SOAP_
#mktfest @ContentVerve
WASH#mktfest @ContentVerve
SOAP#mktfest @ContentVerve
EAT#mktfest @ContentVerve
SOUP#mktfest @ContentVerve
Complete the word you see on the screen. Fill in the missing letter and write the full word.
SOAP_
Experiment 1 (Baseline - No Priming):
#mktfest @ContentVerve
Experiment 1:Control - No Priming
SOUP (8%)SOAP (92%)
#mktfest @ContentVerve
Experiment 1:
No priming
0
25
50
75
100
Experiment 2: Experiment 3: Experiment 4:
100%
75%
50%
25%
0%SOUP (8%)
#mktfest @ContentVerve
Experiment 1:
No priming
0
25
50
75
100
Experiment 2: Experiment 3: Experiment 4:
100%
75%
50%
25%
0%SOUP (8%)
#mktfest @ContentVerve
Experiment 1:
No priming
0
25
50
75
100
Experiment 2: Experiment 3: Experiment 4:
100%
75%
50%
25%
0%SOUP (8%)
SOUP (68%)
#mktfest @ContentVerve
Experiment 1:
No priming
0
25
50
75
100
Experiment 2: Experiment 3: Experiment 4:
100%
75%
50%
25%
0%SOUP (8%)
SOUP (68%)
Dude - that’s a750%
Increase!!!
#mktfest @ContentVerve
Experiment 1:
No priming
0
25
50
75
100
Experiment 2: Experiment 3: Experiment 4:
“HUNGRY”&
“EAT”
100%
75%
50%
25%
0%SOUP (8%)
SOUP (68%)
#mktfest @ContentVerve
Experiment 1:
No priming
0
25
50
75
100
Experiment 2: Experiment 3: Experiment 4:
“HUNGRY”&
“EAT”
100%
75%
50%
25%
0%SOUP (8%)
SOUP (76%)SOUP (68%)
#mktfest @ContentVerve
Experiment 1:
No priming
0
25
50
75
100
Experiment 2: Experiment 3: Experiment 4:
“HUNGRY”&
“EAT”
100%
75%
50%
25%
0%SOUP (8%)
SOUP (76%)SOUP (68%)
#mktfest @ContentVerve
Experiment 1:
No priming
0
25
50
75
100
Experiment 2: Experiment 3: Experiment 4:
SOUP (84%)
“HUNGRY”&
“EAT”
100%
75%
50%
25%
0%SOUP (8%)
SOUP (76%)SOUP (68%)
#mktfest @ContentVerve
“Mobile Marketing Automation”“See Demo”
#mktfest @ContentVerve
#mktfest
#mktfest
#mktfest @ContentVerve
#mktfest @ContentVerve
#mktfest
Free 30-Day Trial
#mktfest @ContentVerve
#mktfest @ContentVerve
#mktfest @ContentVerve
#mktfest @ContentVerve
System 1 is very susceptible to priming
Used right, priming can make your brain hurt less
Every step in the funnel primes the next, make sure there is a logical progression
#mktfest @ContentVerve
Conduct Usability Tests to understand your “primes”
Use Session Recording to find critical points in the funnel
#mktfest @ContentVerve
unbounce.com/cro-viking/
FRAMING
EFFECT
“Tonight we’re having cold, dead fish with old seaweed.”
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“Tonight we’re having delicious sushi with wakame salad.”
#mktfest @ContentVerve
@ContentVerve#mktfest @ContentVerve
97.5% FAT FREE 2.5% FAT
A B
#mktfest @ContentVerve
Which was the healthiest choice - A or B?
#mktfest @ContentVerve
52% Got it wrong
#mktfest @ContentVerve
80% LEAN MEAT 20% FAT
A B
#mktfest @ContentVerve
Which was the healthiest choice - A or B?
#mktfest @ContentVerve
56% Got it wrong
#mktfest @ContentVerve
ORDER INFORMATION AND PRICES GET INFORMATION AND PRICESvs.
14.79% increase in leads
✓ 4 full weeks of data ✓ 541 conversions ✓ 95% significance level
#mktfest @ContentVerve
#mktfest @ContentVerve
#mktfest @ContentVerve
Meh… Nah…
#mktfest @ContentVerve
Yes, I want to save $500
No way, I hate saving money!
#mktfest @ContentVerve
400% INCREASE IN CONVERSION
@ContentVerve#mktfest
USERS LEADS CR
Control 2000 1 0,05 %
Treatment 2000 5 0,25 %
@ContentVerve#mktfest
USERS LEADS CR
Control 2000 2 0,10 %
Treatment 2000 5 0,25 %
@ContentVerve#mktfest
DONATORS DONATIONS CR
Control 2000 2 0,10 %
Treatment 2000 5 0,25 %
@ContentVerve
400% INCREASE IN CONVERSION
150% INCREASE IN CONVERSION
#mktfest
USERS LEADS CR
Control 2000 3 0,15 %
Treatment 2000 5 0,25 %
@ContentVerve#mktfest
DONATORS DONATIONS CR
Control 2000 3 0,15 %
Treatment 2000 5 0,25 %
@ContentVerve
150% INCREASE IN CONVERSION
66% INCREASE IN CONVERSION
#mktfest
@ContentVerve
0.15%
66%
95%
50
48,901
978 days (2.6 years)
Current conversion rate:
Desired relative lift:
Target significance level :
Users per day:
Total sample (users):
Test duration:
#mktfest
@ContentVerve
0.15%
66%
95%
50
48,901
978 days (2.6 years)
Current conversion rate:
Desired relative lift:
Target significance level :
Users per day:
Total sample (users):
Test duration:
#mktfest
@ContentVervehttp://unbounce.com/ab-test-duration-calculator/#mktfest
400% INCREASE IN CONVERSION
@ContentVerve
What conversion goal are you talking about?How long did you run the test (test duration)?
How large was the sample (conversions)?What was the significance level?
#mktfest
The way you deliver a message has direct impact on how it is perceived
We react differently to identical situations depending on how they are presented
Used correctly, Framing can make your brain hurt less
#mktfest @ContentVerve
Interview customers to understand what’s most important to them (how to frame your messages)
Ask yourself “Can I communicate this in a better way?”
#mktfest @ContentVerve
unbounce.com/cro-viking/
WYSIATI
What You See Is All There Is
(WYSIATI)#mktfest @ContentVerve
Choose Channels
14 day cancellation policy
@ContentVerve#mktfest
A: Cancellation policy
B: No cancellation policyChoose Channels
14 day cancellation policy
@ContentVerve#mktfest
A: Cancellation policy
B: No cancellation policyChoose Channels
@ContentVerve#mktfest
A: Cancellation policy
B: No cancellation policy
✓ 2 full business cycles ✓ 2153 conversions ✓ 99% significance level
Choose Channels
@ContentVerve#mktfest
A: Cancellation policy
B: No cancellation policy
9 % increase in CTR
✓ 2 full business cycles ✓ 2153 conversions ✓ 99% significance level
Choose Channels
@ContentVerve#mktfest
Choose Channels Choose Channels
14 day cancellation policy
@ContentVerve#mktfest
What Your Customers See Is All There Is
#mktfest @ContentVerve
Personal info / Tell us a bit about you
@ContentVerve#mktfest
These details are important; they enable us to identify you whenever you need to ask one of our agents a question.
Why are you asking me for this info?
@ContentVerve#mktfest
These details are important; they enable us to identify you whenever you need to ask one of our agents a question.
Why are you asking me for this info?
@ContentVerve#mktfest
#mktfest @ContentVerve
What you see is NOT
all there is!!!@ContentVerve#mktfest
What your customers see is all there is
We don’t do much analysis - rather we take what is in front of us and turn it into the best story we can
WYSIATI is a dangerous pitfall for marketers!!!
#mktfest @ContentVerve
Conduct interviews with sales and support to identify your customers’ questions and concerns
Use Feedback Polls to get specific insight
#mktfest @ContentVerve
unbounce.com/cro-viking/
System 2System 1
Audience Marketers
#mktfest @ContentVerve
System 2System 1
Audience Marketers
#mktfest @ContentVerve
System 2System 1
AudienceMarketers
#mktfest @ContentVerve
THANKS FOR LISTENING!!!
YOU ARE AWESOME!
SEE YOU AT THE AFTER-PARTY!!!
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