InboundCon 2016: You're Making My Brain Hurt! The Psychology behind Terrible Conversion Experiences ...

Youre Making My Brain The Psychology Behind Terrible Conversion Experiences

#INBOUNDCON@ContentVerve

@ContentVerve

You are Awesome! @ContentVerve

Mobile Marketing AutomationSee Live Demo

107 LINKS

Daniel Kahneman


Bart Schutz#INBOUNDCON@ContentVerve

Bart Schutz


ACTION!

SUMMARYunbounce.com/cro-viking/#INBOUNDCON@ContentVerve

Two Fundamentally Different Modes of Thinking

Two Fundamentally Different Modes of Thinking1.Intuitive Thinking2.Analytical Thinking

Two Fundamentally Different Modes of Thinking1.Intuitive Thinking2.Analytical Thinking

INTUITIVE THINKING#INBOUNDCON@ContentVerve

2 x 2 = 4#INBOUNDCON@ContentVerve


ANALYTICALTHINKING#INBOUNDCON@ContentVerve



2.Analytical ThinkingSomething you do.1.Intuitive ThinkingSomething thathappens to you.VSSYSTEM 1SYSTEM 2



VSSYSTEM 1SYSTEM 2

FastAutomaticEmotionalSubconsciousIn the momentSlowEffortfulLogicalConsciousPlanning ahead


System 1System 2#INBOUNDCON@ContentVerve

IntuitiveAnalytical#INBOUNDCON@ContentVerve

IntuitiveAnalytical#INBOUNDCON@ContentVerve

Im a split test junkie!@ContentVerve

2@ContentVerve#mcdk16#INBOUNDCON@ContentVerve

0@ContentVerve#mcdk16#INBOUNDCON@ContentVerve

Im a split test junkie!

@ContentVerve#mcdk16#INBOUNDCON@ContentVerve

System 1System 2ZZZZZZZZZZZ


VSSYSTEM 1SYSTEM 2

A MACHINE FOR JUMPING TO CONCLUSIONSTHE LAZY CONTROLLER#INBOUNDCON@ContentVerve

@ContentVerve#INBOUNDCON


THE LAW OFLEAST EFFORT

ABAB#INBOUNDCON@ContentVerve

System 1System 2AT EASE STRAINED(Intuitive Thinking)(Analytical Thinking)



RED BLUE GREEN YELLOW ORANGE PURPLE GREENORANGEPURPLE REDYELLOW BLUE

GREEN ORANGE PURPLE RED YELLOW BLUE REDBLUEGREEN YELLOWORANGE PURPLE

22 SECONDS7 SECONDS


Cognitive LoadCognitive Strain

HIGHLOWHIGHLOW



What do you think this page was about?What was the goal of the page?



0%4%#INBOUNDCON@ContentVerve




80%48%#INBOUNDCON@ContentVerve

ATTENTION RATIO107 to 11 to 1#INBOUNDCON@ContentVerve

1.

2.

3.

4.












#INBOUNDCON

@ContentVerve@ContentVerve

Level of Cognitive StrainFrustration, fatigue, loss of self-control

HIGHLOWHIGHLOW







You wouldnt like me when Im hangry.





4px111px


#INBOUNDCON@ContentVerve@ContentVerve

CHECKOUTSTEP 1

CONF.PAGE

SUBJECTLINEPRODUCT OVERVIEWBASKET

INBOX

PRODUCTPAGECHECKOUTSTEP 2CHECKOUTSTEP 3EMAIL



=


CREATE A CONVERSION EXPERIENCE THAT FACILITATES COGNITIVE EASE#INBOUNDCON@ContentVerve

System 1 (intuitive) System 2 (analytical)

The more we use System 2, the more our brains hurt

Create a conversion experience that facilitates cognitive ease


Funnel walk through Where does it hurt?

Perform 5-second tests to tap into System 1

#[email protected]/cro-viking/

COGNITIVE BIASES

MENTALSHORTCUTS

PRIMING EFFECT

SOAP_#INBOUNDCON@ContentVerve

WASH#INBOUNDCON@ContentVerve

SOAP#INBOUNDCON@ContentVerve

EAT#INBOUNDCON@ContentVerve

SOUP#INBOUNDCON@ContentVerve

Complete the word you see on the screen.Fill in the missing letter and write the full word.SOAP_Experiment 1 (Baseline - No Priming):#INBOUNDCON@ContentVerve

Experiment 1:Control - No PrimingSOUP (8%)SOAP (92%)


Experiment 1:No primingExperiment 2:Experiment 3:Experiment 4:

100%75%50%25%0%SOUP (8%)#INBOUNDCON@ContentVerve


100%75%50%25%0%

SOUP (8%)#INBOUNDCON@ContentVerve


100%75%50%25%0%

SOUP (8%)



100%75%50%25%0%SOUP (8%)

SOUP (68%)Dude - thats a750% Increase!!!


Experiment 1:No primingExperiment 2:Experiment 3:Experiment 4:HUNGRY&EAT

100%75%50%25%0%

SOUP (8%)



100%75%50%25%0%

SOUP (8%)

SOUP (76%)



100%75%50%25%0%

SOUP (8%)

SOUP (76%)

SOUP (68%)



SOUP (84%)HUNGRY&EAT

100%75%50%25%0%

SOUP (8%)

SOUP (76%)


Mobile Marketing AutomationSee Live Demo


#INBOUNDCON

#INBOUNDCON



#INBOUNDCON

Free 30-Day Trial#INBOUNDCON@ContentVerve




System 1 is very susceptible to priming

Used right, priming can make your brain hurt less

Every step in the funnel primes the next, make sure there is a logical progression


Conduct Usability Tests to understand your primes

Use Session Recording to find critical points in the funnel


FRAMING EFFECT

Tonight were having cold, dead fish with old seaweed.#INBOUNDCON@ContentVerve

Tonight were having delicious sushi with wakame salad.#INBOUNDCON@ContentVerve

@ContentVerve#INBOUNDCON@ContentVerve

97.5% FAT FREE2.5% FATAB#INBOUNDCON@ContentVerve

Which was the healthiest choice - A or B?#INBOUNDCON@ContentVerve

52% Got it wrong


80% LEAN MEAT20% FATAB


Which was the healthiest choice - A or B?#INBOUNDCON@ContentVerve

56% Got it wrong #INBOUNDCON@ContentVerve

ORDER INFORMATION AND PRICESGET INFORMATION AND PRICESvs.

14.79% increase in leads 4 full weeks of data 541 conversions 95% significance level #INBOUNDCON@ContentVerve



Meh Nah #INBOUNDCON@ContentVerve

Yes, I want to save $500No way, I hate saving money! #INBOUNDCON@ContentVerve

400% INCREASE IN CONVERSION


USERSLEADSCRControl200010.05%Treatment200050.25%




DONATORSDONATIONSCRControl200020.10%Treatment200050.25%

@ContentVerve



#INBOUNDCON



DONATORSDONATIONSCRControl200030.15%Treatment200050.25%

@ContentVerve



#INBOUNDCON

@ContentVerve0.15%66% 95%5048,901978 days (2.6 years)Current conversion rate:Desired relative lift: Target significance level : Users per day:Total sample (users): Test duration:#INBOUNDCON

@ContentVerve0.15%66% 95%5048,901978 days (2.6 years)Current conversion rate:Desired relative lift: Target significance level : Users per day:Total sample (users): Test duration:#INBOUNDCON

@ContentVerve

http://unbounce.com/ab-test-duration-calculator/#INBOUNDCON


@ContentVerveWhat conversion goal are you talking about?How long did you run the test (test duration?How large was the sample (conversions)?What was the significance level?#INBOUNDCON

The way you deliver a message has direct impact on how it is perceived

We react differently to identical situations depending on how they are presented

Used correctly, Framing can make your brain hurt less


Interview customers to understand whats most important to them (how to frame your messages)

Ask yourself Can I communicate this in a better way?


WYSIATI

What You See Is All There Is(WYSIATI)#INBOUNDCON@ContentVerve

Choose Channels 14 day cancellation policy @ContentVerve#INBOUNDCON

A: Cancellation policy

B: No cancellation policy

Choose Channels 14 day cancellation policy @ContentVerve#INBOUNDCON



Choose Channels @ContentVerve#INBOUNDCON


B: No cancellation policy 2 full business cycles 2153 conversions 99% significance level




9 % increase in CTR

2 full business cycles 2153 conversions 99% significance level


Choose Channels

Choose Channels 14 day cancellation policy


What Your Customers See Is All There Is#INBOUNDCON@ContentVerve

Personal info / Tell us a bit about you@ContentVerve

#INBOUNDCON

These details are important; they enable us to identify you whenever you need to ask one of our agents a question. Why are you asking me for this info? @ContentVerve

#INBOUNDCON

These details are important; they enable us to identify you whenever you need to ask one of our agents a question. Why are you asking me for this info? @ContentVerve

#INBOUNDCON


What you see is NOT all there is!!!@ContentVerve#INBOUNDCON

What your customers see is all there is

We dont do much analysis - rather we take what is in front of us and turn it into the best story we can

WYSIATI is a dangerous pitfall for marketers!!!


Conduct interviews with sales and support to identify your customers questions and concerns

Use Feedback Polls to get specific insight


System 2System 1

AudienceMarketers#INBOUNDCON@ContentVerve

System 2System 1

AudienceMarketers


System 2System 1

AudienceMarketers#INBOUNDCON@ContentVerve

THANKS FOR LISTENING!!!YOU ARE AWESOME!

THANKS FOR LISTENING!

unbounce.com/cro-viking/Resource Page:

InboundCon 2016: You're Making My Brain Hurt! The Psychology behind Terrible Conversion Experiences ...

Marketing

Transcript of InboundCon 2016: You're Making My Brain Hurt! The Psychology behind Terrible Conversion Experiences ...