conversion rate optimisation psychology
TRANSCRIPT
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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.
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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
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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
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1. Google reviews (ppc)
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2. on the landing page
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Variation !
34% increase in sales
VariationOriginal
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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
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f.o.m.o
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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.
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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
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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
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ask for something little
A like or a tweet may seem like a simple act but it does
something greater. !
!
It primes a customer for engagement on a deeper level
at a later stage
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ask for something little
This is where ‘lead nurturing’ comes into play.
!
Build your relationship with prospects slowly over time.
!
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
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encapsulation
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encapsulation
Encapsulation refers to the use of a container to highlight what’s inside.
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i dare you to click anything but the moon
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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
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colour studies
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Directional cues
Guides a users eye to the desired action.
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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/
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Your eye automatically follows the direction of the arrow which
suggests further suggests what action
to take
Directional cues
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Watch out as arrows that are confusing
actually reduce conversions.
Directional cues
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white space
removing the clutter can focus someone’s attention on what
matters most.
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white space
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Bonus round: Copywriting
The headline The subheading Introductory paragraph Benefits/feature bullet points The form header Call-to-action copy Privacy statements Testimonials
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Use AIDA (Attention, Interest, Desire, Action) to tell a story that leads through your page to a CTA
Attention, Interest, Desire, Action
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need better landing page copy? our crafty copywriters help transform hundreds
of sites just like yours, instantly. Just have a look.
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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]
!
Formula 3 [Do Something Desirable] Like [an Expert] Without
[Something Expected & Undesirable]
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Submit >
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No More ‘Submit’ >
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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?
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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?”
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persuasive copy
You Free Because Instantly New
Because these 5 new words will instantly help you, for free!
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trial
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Also try, ‘My’
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Used to establish
freshness and encourage early
adopters
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recap: process
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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
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What Is A Good Conversion Rate?