is your web designer cheating on you? ...and i don’t mean intentionally

Is your web designer cheating on you?

...and I don’t mean intentionally.

My name is Mark Byrne I’m the Director of The New Media Company™

www.thenewmediaco.co.uk

ABOUT MEMark Byrne | Managing Director

My PASSION is business growth.

Tonight I have 2 outcomes:

My aim is to help you increase your online profits without increasing your advertising spend.

Everything I show you has been tried and tested. There is NO theory here - only proven, practical advice.

To provide you with massive VALUE and HELP

you to grow.

Give you some practical ideas so you can go away

and implement

ABOUT MEWhat are my aims?

Out of Interest...Who do we have in the room tonight?

ABOUT YOUWhat do you do?

• Business Owners

• Sales Professionals

• Marketing Managers

• Web Developers or Designers

• Other?

Question?Do we have any businesses in the room turning over:

ABOUT YOUWhat are you turning over?

£100K £500K £1M+

I have been fortunate enough to design for some of the world’s leading brands over the last 20 years:

ABOUT MEWork History

History

I was trained to created designs that:

• Looked good - for art’s sake,• Were based on my taste and opinion,• Followed the latest industry trends,• Were subjected to client egos

Basically… I was an ego designer.

ABOUT MEPrevious Design Style

I used to be a ‘Subjective Designer’

• They used to reject our best designs• They gave us constant amends• Who do they think they are?• What did they know?• They’re not creative

To be honest… I didn’t really understand what they did.

ABOUT MEPrevious Design Style

Looking back, I used to dislike our marketing departments...

Later we found out that the reason for this was to make theMilkybar Kid timeless, so he could never age.

PREVIOUS WORKExample One

Marketing Brief examples:Create an illustrated character to replace the current Milkybar kid.

Marketing Brief examples: Design a set of Dolmio microwave

pouches for children in the UK

Research has indicated that UK is the only nation that children arrive home alone before both working parents.

Later I found out that the reason for this was to make the Milkybar Kid timeless, he could never age.

PREVIOUS WORKExample One

Marketing Brief examples:Design a set of Dolmio microwave pouches for children in the UK

I was frustrated…I didn’t get it?

PREVIOUS WORKMy frustration

Then I got a job with:

PREVIOUS WORKProcter & Gamble

Procter and Gamble's net worth is $200 billionProcter and Gamble’s net worth is

$200 Billion

After working for P&G for a couple of months, I then realised...

PROCTER AND GAMBLEPsychology

Procter & Gamble sent me on psychology courses about:

• Buyer Journeys

• Emotional Triggers

• Customer Lifecycle

• Life Time Value

• FMOT and ZMOT

The Emotional Triggers of Colours

The science that makes us spend more in supermarkets,and feel good while we do it.

Psychology behind Supermarkets’ selling tactics:

• Flowers and bakeries and other pleasant-smelling items are often put in the front of the supermarket

• Sniffing sweet scents when you first walk in puts you in a better mood, triggers hunger making you more prone to impulse buys.

Fragrant Items in the Front

• That's because supermarkets want you to walk through the store to reach them and pop items into your cart along the way.

• Common buys are also located in the middle of aisles, which will draw you deeper into the supermarket.

Essentials at the Back

• Slow music makes people take their time and spendmore money.

• Loud music makes them move through the store quickly without affecting sales.

• Classical music leads people to buy more expensive merchandise.

Free Samples

• Samples slow you down and gets customers to buy products that weren’t on their lists.

• Trying something for free can also instill a sense of commitment or obligation into to buying the product.

• Being hit with splashes of colour when you walk in the store will put you in a good mood and will make you want to buy more.

• It sets the tone for the whole shopping experience and makes customers think more favorably of the particular supermarket.

Colourful Produce

• ‘Buy level’ brands often pay supermarkets placement fees for the best allocation on the shelfs.

• “We naturally look lower than eye-level to somewhere between waist and chest level”.

• Procter & Gamble sales increased dramatically.

Buying Level

Above eye-level

Lower than eye-level

It’s no accident that shopping carts are getting bigger.

Every decision P&G make is data driven backed by proven science.

Is everyone trying to exploit me?

I was fascinated

I wanted to learn more….

So I enrolled onto more training courses!

PSYCHOLOGY OF PERSUASIONInfusionSoft

• In our busy overloaded lives more than ever we require shortcuts to guide our decision-making.

• Robert has identified just SIX of these shortcuts that influence human behaviors

PSYCHOLOGY OF PERSUASIONInfluence

Factors that influence us to say YES

1: Reciprocity

2: Consistency

3: Social Proof

4: Like-ability

5: Authority

6: Scarcity

6 Weapons of Influence

Let's take a closer look it at 3 of them:

• Reciprocity

• Social Proof

• Authority

Reciprocity

Authority

Social Proof

Let’s take a closer look at 3 of them:

Reciprocity• We’re hardwired to help those who’ve helped us.

• Each of us has been trained from childhood to comply with the reciprocity rule

• This is one of the most powerful psychological triggers

PSYCHOLOGY OF PERSUASIONReciprocity

1. Reciprocity

Examples

• If you’re invited to a party, there's an obligation for you to invite that same person to a future party you are hosting

• Birthday or Christmas cards

• A friend buys you a round, you feel obliged return the favour

• A work colleague helps, you remember and do the same for them

PSYCHOLOGY OF PERSUASIONMark Byrne | Managing Director

PSYCHOLOGY OF PERSUASIONReciprocity Examples

Reciprocity Examples:

The best demonstrations comes from a series of studies conducted in

restaurants:

• 1 mint per dinner, they see an increase in tips by 3%

• 2 mints per dinner, they see an increase in tips 14%

• If the waiter gives 1 mint walks away and then turns around and says ‘for you kind people you can have another mint’

• Tips go through the roof: 24%

If a waiter gives:

AuthorityIt is proven that people will follow:

• CREDIBLE

• KNOWLEDGEABLE

• EXPERTS

It is proven that people will follow:

CREDIBLE

KNOWLEDGEABLE

EXPERTS

PSYCHOLOGY OF PERSUASIONAuthority

2. Authority

People are more likely to give change for a parking meter to a complete stranger, if they were to wear a uniform rather than casual clothes

www.thenewmediaco.co.uk www.thenewmediaco.co.uk

PSYCHOLOGY OF PERSUASIONAuthority Examples

People are more likely to give change for a parking meter to a complete stranger, if they wear a uniform

rather than casual clothes

More examples

• Would you let a complete stranger walk into our home if they perceived to be a policeman?

• We’d trust a personal trainer if they display the diploma certificates on the gym wall

• We instantly trust authority figures: doctors, teachers & politicians

Authority Examples

• The £41 million advertising campaign starring Oliver generated an extra £1.12 billion in sales in less than two years.

• ROI: An additional £5 million for every £1 spent on advertising, research for Sainsbury’s claimed.

Authority Examples

• People will look to the ACTIONS of OTHERS to determine their OWN

• When we’re on the fence about a decision, we often look to others to see what they’re doing and copy.

PSYCHOLOGY OF PERSUASIONSocial Proof

3. Social Proof

• You pick a restaurant based on the number of people who dine there.

PSYCHOLOGY OF PERSUASIONSocial Proof Examples

Social Proof Examples

• Sign up for a service based on the number of people already using it.

• Pick a product with more positive reviews

• Pick a product with more positive reviews.

• 88% of people trust reviews as much as personal recommendations.

PSYCHOLOGY OF PERSUASIONThe Rules

Be Ethical and ONLY use these principles for GOOD!

Use them to HELP people

• Without knowing it, I was slowly turningto the dark side

• I was becoming a marketer

• I was becoming a Scientific Designer

SCIENTIFIC DESIGNMarketing and Design

• GDD (Growth Driven Design)• Growth Hacking• Conversion Rate Optimisation• UX Design (User Experience)

I then began to learn about:

What is Growth Driven Design?It’s constantly monitoring and improve your website's

conversion rates.

SCIENTIFIC DESIGNGrowth Driven Design

It’s constantly monitoring and improving your website’s conversion rates.

What is Growth Driven Design?

What is a Conversation Rate?

• Getting visitors to take action such as purchasing your product or signing up for your newsletter.

• The ultimate goal of any page on your website is for you to get leads to turn into customers.

SCIENTIFIC DESIGNConversion Rate

• Getting visitors to take action such as purchasing your product or signing up for a newsletter

• The ultimate goal for any page on your website is for you to get leads to turn into customers.

What is a Conversion Rate?

As a business, you need to analyse all elements of your website to continuously improve.

Constant Improvement

● It is your hardest working salesperson, available 24/7 365 days a year.

● Customers make 70% of the sales journey before even contacting your sales department, how? - Your website!

How do we do it?

• We use heatmaps• Analyze visitors’ click behavior

• See where visitors are clicking

• Highlights distracting elements of a page

• Shows exact number of clicks on particular spots

SCIENTIFIC DESIGNTracking your visitors

Track Visitor Behaviour

SCIENTIFIC DESIGNTracking your visitors

Split Test & Optimize

• Create multiple variations

• Track revenue, signups, clicks or any otherconversion goal

• Divide the website's traffic among all the variations and track which one works the best.

SCIENTIFIC DESIGNSplit Test

Use Data for Business Growth

• See trends in conversion rates• Know which designs produce maximum conversions • Track multiple conversion goals at the same time

SCIENTIFIC DESIGNBusiness Growth

We use A/B split testing software to do this

SCIENTIFIC DESIGNSplit Testing

We use A/B Split Testing software to do this

Here are 7 Simple Tips to improve your website's conversion rates and increase profits

SCIENTIFIC DESIGNConversion Rates

So… What can you do?

1.Stop using stock photos on your website.

IMPROVE YOUR CONVERSIONWhat can you do?

• People like doing business with people, not websites• Let them see your team and premises• Show them you are real• By using real photos you could see up to a 45% conversion

improvement

1. Stop using stock photos on your website.

Calculating results

Web TrafficConversion Rate

= Success Rate

2. Show your customer testimonials

Shortcut to building trust!

What makes you decide to go to a certain restaurant, or choose one hotel over the other when booking a holiday?

Answer?Reviews and testimonials!

2.Show your customer testimonials

• Display your membership badges you belong to• Won any awards? show them off with pride. • If you’ve worked with any ‘household names’ or big players in

your industry then shout about it!• This does wonders for conversions.

3. Utilise your badges of honourABOUT MEMark Byrne | Managing Director

3.Utilise your badges of honour

Try using risk reversal!

4.Show the benefits instead of the features

• Your visitors have landed on your website because you’re offering a product or service that helps ‘solve their problem’

• We advise you focus on the benefits.

• Acknowledge the pain and tell them how your products or services solves this problem.

4.Show the benefits instead of the features

5.Offer a freebie

• Results have shown that if you try something before you buy, you’re more likely to purchase it.

• Gifting is an effective persuasion tactic that is based on the rule of reciprocity.

• Give something of value can help increase your leads.

• Free information such as a how to blog, or an eBook can help to establish authority and instill trust in your brand.

5.Offer a freebie

6.Try small commitments

• We don’t tend to marry on the first date :-)

• Borrowing from Robert Cialdini’s work, using commitment is a powerful persuasion strategy

• We know it as the ‘foot in the door’ technique

• It works by “getting a small YES, and then getting an evenbigger YES”.

6.Try small commitments

Make it stand out!

7.Test your Call-to-Action

Test’s increases CTA Button Clickthroughs by 9.1%

7.Test your Call-to-Action

“Without data youare just another

person with an opinion”

– W. Edwards Deming,Data Scientist

STICK TO IT

We’re NOT delivering websites… We’re delivering results.

1. Measure & record2. Test3. Measure again4. Rince and repeat

Conversion optimisation is an on-going process.

With each test we learn something new about our customers

SCIENTIFIC DESIGNWhat we do

Scientific & Data Driven GraphicsStart using:

• Heatmap, user flows• A/B Split Testing• Persuasion Science• Analytics and Persona research• KPIs, goals, metrics

SCIENTIFIC DESIGNWhat you should be doing

REMEMBER• Making a few small changes can have a great impact

on improving your conversion rate.

• What works for one site might not necessarily work for yours, so keep testing!

• Focus on converting your visitors, rather than just increasing traffic.

SCIENTIFIC DESIGNWhat you should be doing

THANK YOUI hope you find this useful.

I would love to hear what you think.

Our company is always looking for ways to learn, grow and improve and we feel your feedback would be of great value.

Any Questions?

THE NEW MEDIA COThank You

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