emma travis - camp digital 2016
TRANSCRIPT
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BEYOND USABILITY ‘BEST PRACTICE’ THE PSYCHOLOGY OF SHOPPING ONLINE
EMMA TRAVIS
Optimisation Strategist @ PRWD
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BEYOND USABILITY ?
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Optimising for ‘usability’ is nothing new
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It’s integral to get the fundamentals right…
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**
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But optimising for usability is only the
beginning…
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“UX doesn’t happen on the screen, it happens in the mind.”
John Whalen, Brilliantexperience.
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IT’S ALL ABOUT DECISION MAKING
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Outlineyourgoalandoutcome.
Gatherdata.
Developalterna7ves(i.e.,brainstorming).
Listprosandconsofeachalterna7ve.
Makethedecision.
Immediatelytakeac7ontoimplementit.
Learnfromandreflectonthedecision.
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“It is true that from a behavioural economics perspective we are fallible, easily confused, not
that smart, and often irrational. We are more like Homer Simpson than Superman.”
Predictably Irrational, Dan Ariely.
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Read the colour, not the word…
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CONSCIOUS & SUBCONSCIOUS
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“The subconscious mind is more susceptible to influence by impulses of thought mixed with
‘feeling’ or emotion, than by those originating solely in the reasoning portion of the mind.”
Think and Grow Rich, Napoleon Hill.
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DELVING INTO THE SUBCONSCIOUS
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What
Why
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Subconscious
Conscious
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Quantitative data provides insight into subconscious
decision making
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We can only articulate actions & behaviours which we are
consciously aware of
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To really understand what’s going on in there, we need to
be more inventive...
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+19%
A B
Framed prints added to cart
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“The information was displayed more clearly and was all present on the page as opposed to having to be directed onto other pages. ”
“I found it much easier to choose the frame type on this site.”
A B
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A B
+12%Product page visits
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“It’s not a hard sell… it feels approachable.”
“Looks more upmarket than I thought.”
A B
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UTILISING THE SUBCONSCIOUS
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SOCIAL PROOF
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“Human beings can't help it: we need to belong. One of the most powerful of our survival
mechanisms is to be part of a tribe, to contribute to (and take from) a group of like-minded people.”
The Purple Cow, Seth Godin
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ASCH (1951)
Even in situations where the judgements of others appear to
be wrong, conformity occurs
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HOW TO USE SOCIAL PROOF
Provide points of identification & increase trust by humanising reviews and providing information about the reviewer
Don’t force conscious decision making by hiding reviews, testimonials and ratings
Give people a reason users to express their advocacy for your brand on social media
Create and communicate community; make your users feel part of something
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A
+20%Brochure Requests
B
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SCARCITY & URGENCY
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“Hundreds of thousands of years ago… food was the focus of our day. If food was scarce, it became more important to us in our chances of survival,
so it’s relative value rose.”
The Internet Psychologist, Graham Jones.
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Worchel, Lee, and Adewole (1975)
Participants valued the cookies in the near-empty jar
more highly. Scarcity had somehow affected their
perception of value.
A B
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HOW TO USE SCARCITY & URGENCY
Use low stock messaging to create the impression of products being scarce
Consider the use of countdown timers or time limits where relevant to increase urgency
Encourage immediate action through the use of limited time special offers and discount codes to increase urgency
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A
+9%Conversion Rate
B
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Summary
Optimising for usability is still integral in website optimisation, but there’s a lot more than just usability
influencing website visitors actions
Decision making is driven by the influence of the subconscious, which is influenced by ‘feelings’, causing
irrational & unpredictable behaviour
To gather an understanding about what influencers are at play for any given target audience, quantitative
and qualitative methods need to be used in conjunction
We can positively influence decision making by incorporating decision making psychology into website
optimisation efforts
5 Test, test, test!
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Thank you for your time. EMMA TRAVIS
Optimisation Strategist @ PRWD