10-Minute User Psychology Primer for CRO & LPO

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10-Minute Psychology Primer to Boost Your CRO/LPO Testing Results Presented by: Josh Braaten (@jlbraaten) Search Snippets – July 26, 2012

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The act of conversion occurs deep within your prospect's mind. Understanding how consumers think is critical in a successful conversion rate optimization (CRO) or landing page optimization (LPO) program. This brief presentation offers a 10 minute glimpse at the psychology of conversion and how you can boost your CRO/LPO results.

Transcript of 10-Minute User Psychology Primer for CRO & LPO

Page 1: 10-Minute User Psychology Primer for CRO & LPO

10-Minute Psychology Primer to Boost Your CRO/LPO Testing Results

Presented by: Josh Braaten (@jlbraaten)

Search Snippets – July 26, 2012

Page 2: 10-Minute User Psychology Primer for CRO & LPO

Emotion Beats Logic: The best website visits are emotional experiences, not rational encounters.

UK-based Institute of Practitioners in Advertising (IPA): •“Campaigns with purely emotional content performed about twice as well” (31% vs. 16%)•“…those that were purely emotional did better than those that mixed emotional and rationale.” (31% vs. 26%)

- Brainfluence, by Roger Dooley

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The Reservoir of Goodwill: Website experiences affect conversion rates and success bit by bit.

Every interaction with your website can fill or drain the reservoir. When it’s empty, you’ve lost your conversion.

Image source: flickr

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Web Analytics Analysis: Find the top conversion paths and find where the reservoir is leaking.

What’s wrong with this picture?

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Develop and Test: Create hypotheses using psychological factors, then develop testing plans.

Conversion rate psychology factors fall into two categories:

1. “Can do” = factors that influence a visitor’s ability to complete a task

2. “Will do” = factors that influence a visitor's willingness to complete a task

- Neuro Web Design, Susan Weinschenk

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Can Your Users Do It? Use quantitative tools to find blockages, qualitative tools to understand them.

Tools can help identify barriers to task

completion and user satisfaction.

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Will Your Users Do It? Experiment with the many age-old factors of influence and persuasion.

•Liking•Social Proof•Attractiveness•Reciprocity•Urgency

•Authority•Scarcity•Authority•Trust•Sex

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Additional Reading: