conversion rate optimisation psychology

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The psychology of highly converting

websites

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Joel Hauer

@JoelAmigoHauer

ThunderMetric & WeCo

23.04.14 | thundermetric.com

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The bounce rate Is higher than I’d like it to be!

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My PPC campaigns are ineffective!

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i don’t think i’m hitting average conversion rates

for my industry!

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what’s wrong with this site?

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Most pages have 30-60 links to

various parts of the website

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we’re addicted to choice

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completing a single business-driven

objective.

1. It's sexy (and on target) !

2. Validated by great companies !

3. Value prop answers ‘what is it?’ and ‘why should I care?’

!

4. Engaging, relevant and demographically appropriate testimonials with images.

!

5. CTA is low risk, and subtext reduces perceived risk

make the brain light up instantly!

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psychology design

Social Proof

Loss Aversion

Anchoring

Foot-in-the-Door

Encapsulation

Contrast & color

Directional cues

White space

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social proof

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reviews

1. Google reviews (ppc)

2. on the landing page

Variation !

34% increase in sales

VariationOriginal

more than social proof

This is the social proof GOLD for B2B businesses.

!

Make sure it stays up to date and

represents your defined personas.

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loss aversion

f.o.m.o

adding enough time pressure

Example: iBood.com

One of the easiest tricks of the book. Deals or offerings that are limited in time. iBood has 1 offer available per day. Take it or leave it.

adding enough time pressure

Urgency can be blockedby your customers’ minds

if you don’t give them specific instructions on

how to solve the problem.

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anchoring

discount by showing the original price

=

Refers to discounting, bonus’s and new bundled offers.

!

Zappos have also experimented with ‘surprise

shipping upgrades’. !

Try the concept of surprise and delight to gain further customer loyalty after the

sale

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foot in the door

ask for something little

A like or a tweet may seem like a simple act but it does

something greater. !

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It primes a customer for engagement on a deeper level

at a later stage

ask for something little

This is where ‘lead nurturing’ comes into play.

!

Build your relationship with prospects slowly over time.

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Average consumer takes 7 marketing touch points to

convert.

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psychology design

Social Proof

Loss Aversion

Anchoring

Foot-in-the-Door

Encapsulation

Contrast & color

Directional cues

White space

encapsulation

encapsulation

Encapsulation refers to the use of a container to highlight what’s inside.

i dare you to click anything but the moon

Make it jump off the page.

!

Use a single colour (with a variety of

tones) for your entire landing page – except

for the CTA.

contrast and colour

colour studies

Directional cues

Guides a users eye to the desired action.

Directional cues Arrows let you say,

“Ignore everything else and pay attention to this

please.” !

Why? Pathways are

representations of real-world wayfinding avenues

that trigger our brains into thinking we need to

follow them

http://try.convertthemes.com/saas-trial-v01/

Your eye automatically follows the direction of the arrow which

suggests further suggests what action

to take

Directional cues

Watch out as arrows that are confusing

actually reduce conversions.

Directional cues

white space

removing the clutter can focus someone’s attention on what

matters most.

white space

Bonus round: Copywriting

The headline The subheading Introductory paragraph Benefits/feature bullet points The form header Call-to-action copy Privacy statements Testimonials

Use AIDA (Attention, Interest, Desire, Action) to tell a story that leads through your page to a CTA

Attention, Interest, Desire, Action

need better landing page copy? our crafty copywriters help transform hundreds

of sites just like yours, instantly. Just have a look.

HEADLINE: a clear relevant message conveying the value of the offer

Formula 1 The Only Way to [Do Something Desirable] Without

[Doing Something Undesirable] !

Formula 2 [Do Something Hard] in [Period of Time] or [Promise]

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Formula 3 [Do Something Desirable] Like [an Expert] Without

[Something Expected & Undesirable]

Submit >

No More ‘Submit’ >

The all important cta

What is my prospect’s motivation for clicking this

button? !

What is my prospect going to get, when he/she clicks this

button?

benefits statement

1. List all of your product’s features. Narrowed down to the features that are most likely to hook your prospect

!2. Examine what each feature does, or why

you’ve included it !3. Take your list of what your features do and

ask yourself how they connect with your prospect’s true desires

!4. To get to the bottom of each feature’s true

benefit, keep asking the question “What does this mean for your prospect on an emotional level?”

persuasive copy

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!

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Used to establish

freshness and encourage early

adopters

recap: process

No More ‘Submit’ >

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don’t forget my details

Joel Hauer

@JoelAmigoHauer

ThunderMetric & WeCo

23.04.14 | thundermetric.com

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QUESTIONS?and possibly some answers too

We’ll put these slides up on Slide Share in the next 48 hours

!For upcoming classes visit www.weco.com.au

What Is A Good Conversion Rate?