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Increasing Conversion: People & PersuasionIncreasing Conversion:People & Persuasionby Andrew Machin
Increasing Conversion: People & PersuasionWhat are we talking about?•   What is a “Conversion Rate”?•   Why is it importan...
Increasing Conversion: People & PersuasionWhat is a Conversion Rate?
Increasing Conversion: People & Persuasion                                      £          YOUR SITETRAFFIC               ...
Increasing Conversion: People & Persuasion                                     ££             YOUR SITE2x TRAFFIC         ...
Increasing Conversion: People & Persuasion                                                       ££                    YOU...
Increasing Conversion: People & PersuasionThe Maths                               = %  Number of goals achieved   Total Tr...
Increasing Conversion: People & PersuasionThe Maths     1,000 Goals    10,000 Visitors                      =   10%       ...
Increasing Conversion: People & PersuasionWhy is it important?
Increasing Conversion: People & PersuasionSome examples10,000          10%            = 1,000                             ...
Increasing Conversion: People & PersuasionSome examples20,000          10%            = 2,000                            £...
Increasing Conversion: People & PersuasionSome examples10,000          20%            = 2,000                            £...
Increasing Conversion: People & PersuasionSome examples15,000          15%            = 2,250                           £2...
Increasing Conversion: People & PersuasionInvestment split                                   £100                         ...
Increasing Conversion: People & PersuasionInvestment split                                       £100                     ...
Increasing Conversion: People & PersuasionIS GOOGLE LISTENING?
Increasing Conversion: People & Persuasion     Increase conversionthrough Understanding People
Increasing Conversion: People & Persuasion           GOALFirstly; Define your Goals!
Increasing Conversion: People & PersuasionWhat is your website there to do?•   A very simple question•   Probably with a v...
Increasing Conversion: People & PersuasionGoals can be…•   Purchase a product•   Application for a loan•   Get a quote•   ...
Increasing Conversion: People & Persuasion                   GOALFocus on the User’s Journey    towards that Goal
Increasing Conversion: People & PersuasionIsn’t beingUSABLE enough?
Increasing Conversion: People & Persuasion“Usability is the extent to which aproduct can be used to achievespecified goals...
Increasing Conversion: People & PersuasionOnline trends                                                                   ...
Increasing Conversion: People & PersuasionOnline trends                          8.4%                                     ...
Increasing Conversion: People & PersuasionWhy is this?•   ‘Online Procurement’ has become ‘Online Shopping’•   More people...
…losing a job & Persuasion                                     Increasing Conversion: People…retire…buy anew house        ...
Increasing Conversion: People & PersuasionWe just have to listen to the Users
Increasing Conversion: People & PersuasionMy Mum
Increasing Conversion: People & PersuasionThings you WON’T hear my Mum say
Increasing Conversion: People & Persuasion“This is taking too many clicks”
Increasing Conversion: People & Persuasion“If this button was biggerI would DEFINITELY buythis product”
Increasing Conversion: People & Persuasion“WOW that logo is big, I’ll definitelyremember this site now”
Increasing Conversion: People & PersuasionThings you WILL hear my Mum say
Increasing Conversion: People & Persuasion“I don’t think I can trust this site”
Increasing Conversion: People & Persuasion“Why don’t they just giveme a price?”
Increasing Conversion: People & Persuasion“Why do they need to know this[information] now?”
Increasing Conversion: People & PersuasionThese are human emotional responses•   This is what we should be responding to• ...
Increasing Conversion: People & PersuasionCan ≠ Will
Increasing Conversion: People & PersuasionPersuasive Design
Increasing Conversion: People & PersuasionListen   Engage   Persuade                     GOAL   The User’s Journey
Increasing Conversion: People & PersuasionLISTEN
Increasing Conversion: People & PersuasionListening•   The easy part•   What is the user looking for? What are they here t...
Increasing Conversion: People & PersuasionListening
Increasing Conversion: People & PersuasionENGAGE
Increasing Conversion: People & PersuasionEngaging Users•   We’ve listened to what the user wants•   Now we want to answer...
Increasing Conversion: People & Persuasion                            THEY DON’TJacob Nielson – useit.com
Increasing Conversion: People & Persuasion                            How long do you think you have                      ...
Increasing Conversion: People & Persuasion                            3.8 secondsJacob Nielson – useit.com
Increasing Conversion: People & PersuasionWhy is this?•   We all can suffer from Analysis Paralysis•   This is why we ster...
Increasing Conversion: People & PersuasionWhat to do?•   Be succinct with information and highlight salient:      • Featur...
Increasing Conversion: People & PersuasionKiwibank.co.nz•   Succinct message•   Visualised communication•   Easily ‘scanne...
Increasing Conversion: People & PersuasionINFLUENCE
Increasing Conversion: People & PersuasionTime to Influence•   We’ve listened to what the user is looking for•   We’ve del...
Influence:                                               Increasing Conversion: People & PersuasionThe Psychology of Persu...
Increasing Conversion: People & Persuasion“6 Pillars of Influence”•   We are all conditioned to be vulnerable to six speci...
Increasing Conversion: People & Persuasion      1Reciprocation
Increasing Conversion: People & PersuasionWhen someone doessomething for us orgives us something, weinstinctually want tor...
Increasing Conversion: People & PersuasionExamples
Increasing Conversion: People & Persuasion    2Commitment
Increasing Conversion: People & PersuasionIf people commit, orally or inwriting, to an idea or goal,they are more likely t...
Increasing Conversion: People & PersuasionExample          Click here   Yes! I want to save money
Increasing Conversion: People & PersuasionExample
Increasing Conversion: People & Persuasion       3Social Proofing
Increasing Conversion: People & PersuasionAll of us look to othersto help us decide how to    Sort results byact, to guide...
Increasing Conversion: People & PersuasionExample
Increasing Conversion: People & PersuasionExample
Increasing Conversion: People & PersuasionExample
Increasing Conversion: People & PersuasionExample
Increasing Conversion: People & Persuasion  4Liking
Increasing Conversion: People & PersuasionPeople are far morelikely to say "yes" tothose they know and like               ...
Increasing Conversion: People & PersuasionExample
Increasing Conversion: People & PersuasionExample
Increasing Conversion: People & Persuasion    5Authority
Increasing Conversion: People & PersuasionPeople will tend to obeyauthority figures, even ifthey are asked to performobjec...
Increasing Conversion: People & PersuasionExample
Increasing Conversion: People & PersuasionExample
Increasing Conversion: People & PersuasionExample
Increasing Conversion: People & PersuasionExample
Increasing Conversion: People & Persuasion   6Scarcity
Increasing Conversion: People & PersuasionPerceived scarcity willgenerate demand. Forexample, saying offers areavailable f...
Increasing Conversion: People & PersuasionExample
Increasing Conversion: People & Persuasion Are you      Are you      Are you                                              ...
Increasing Conversion: People & Persuasion      Are you just     talking about       GOAL       yourself?The User’s Journey
Increasing Conversion: People & Persuasion An EmotionalConversion Story
Increasing Conversion: People & Persuasion                   Email address              Don’t have an account?            ...
Increasing Conversion: People & Persuasion                   "Im not here to enter into a                   relationship. ...
Increasing Conversion: People & Persuasion                   Email address              You do not need to create an accou...
Increasing Conversion: People & Persuasion                             +   45%                  $300,000,000              ...
Increasing Conversion: People & Persuasion1.   Assess traffic vs. conversion for optimum results2.   Clearly define your G...
Increasing Conversion: People & PersuasionThank You    Andrew.Machin@branded3.com                    @The_MachinDr Cialdin...
Increasing Conversion: People & Persuasion#B3Seminar@Branded_3
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B3 Seminar: Converting Your Traffic into Customers - Andrew Machin

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Transcript of "B3 Seminar: Converting Your Traffic into Customers - Andrew Machin"

  1. 1. Increasing Conversion: People & PersuasionIncreasing Conversion:People & Persuasionby Andrew Machin
  2. 2. Increasing Conversion: People & PersuasionWhat are we talking about?• What is a “Conversion Rate”?• Why is it important?• Increasing conversion through understanding our users• ‘Persuasive’ Design• Case study
  3. 3. Increasing Conversion: People & PersuasionWhat is a Conversion Rate?
  4. 4. Increasing Conversion: People & Persuasion £ YOUR SITETRAFFIC ATTRIBUTED REVENUE
  5. 5. Increasing Conversion: People & Persuasion ££ YOUR SITE2x TRAFFIC 2x ATTRIBUTED REVENUE
  6. 6. Increasing Conversion: People & Persuasion ££ YOUR SITE2x TRAFFIC 2x ATTRIBUTED REVENUE How efficient is this part?
  7. 7. Increasing Conversion: People & PersuasionThe Maths = % Number of goals achieved Total Traffic to the site Your Conversion Rate
  8. 8. Increasing Conversion: People & PersuasionThe Maths 1,000 Goals 10,000 Visitors = 10% Your Conversion Rate
  9. 9. Increasing Conversion: People & PersuasionWhy is it important?
  10. 10. Increasing Conversion: People & PersuasionSome examples10,000 10% = 1,000 £ Visitors Conversion rate Conversions
  11. 11. Increasing Conversion: People & PersuasionSome examples20,000 10% = 2,000 £2x Visitors Conversion rate Conversions
  12. 12. Increasing Conversion: People & PersuasionSome examples10,000 20% = 2,000 £2x Visitors Conversion rate Conversions
  13. 13. Increasing Conversion: People & PersuasionSome examples15,000 15% = 2,250 £2.25x Visitors Conversion rate Conversions
  14. 14. Increasing Conversion: People & PersuasionInvestment split £100 ? Driving Traffic vs. Converting TrafficConversion Rate Optimization Report 2012 - eConsultancy
  15. 15. Increasing Conversion: People & PersuasionInvestment split £100 £1 Driving Traffic vs. Converting TrafficConversion Rate Optimization Report 2012 - eConsultancy
  16. 16. Increasing Conversion: People & PersuasionIS GOOGLE LISTENING?
  17. 17. Increasing Conversion: People & Persuasion Increase conversionthrough Understanding People
  18. 18. Increasing Conversion: People & Persuasion GOALFirstly; Define your Goals!
  19. 19. Increasing Conversion: People & PersuasionWhat is your website there to do?• A very simple question• Probably with a very simple answer• Often never formally defined• People think its enough to just have a site• Without defined purpose its very easy to muddy the water• Turf wars get in the way
  20. 20. Increasing Conversion: People & PersuasionGoals can be…• Purchase a product• Application for a loan• Get a quote• Generate a lead• Access the right information• Share
  21. 21. Increasing Conversion: People & Persuasion GOALFocus on the User’s Journey towards that Goal
  22. 22. Increasing Conversion: People & PersuasionIsn’t beingUSABLE enough?
  23. 23. Increasing Conversion: People & Persuasion“Usability is the extent to which aproduct can be used to achievespecified goals with effectiveness,efficiency and satisfaction in aspecified context of use”
  24. 24. Increasing Conversion: People & PersuasionOnline trends £58.8bn £30.2bn 2006 2010“Online Conversion Rates Drop by 55% in 5 Years” – IMGR.org
  25. 25. Increasing Conversion: People & PersuasionOnline trends 8.4% £58.8bn £30.2bn 3.8% 2006 2010“Online Conversion Rates Drop by 55% in 5 Years” – IMGR.org
  26. 26. Increasing Conversion: People & PersuasionWhy is this?• ‘Online Procurement’ has become ‘Online Shopping’• More people are browsing many sites – window shopping• We’re behaving more like we do on the high street• Our websites now no longer simply repositories of information• A ‘usable’ site alone isn’t enough• More than ever our websites need to be marketing driven/focused• We need to work harder to connect on an emotional level
  27. 27. …losing a job & Persuasion Increasing Conversion: People…retire…buy anew house …travel …be rid …retire of debt Money is highly emotional
  28. 28. Increasing Conversion: People & PersuasionWe just have to listen to the Users
  29. 29. Increasing Conversion: People & PersuasionMy Mum
  30. 30. Increasing Conversion: People & PersuasionThings you WON’T hear my Mum say
  31. 31. Increasing Conversion: People & Persuasion“This is taking too many clicks”
  32. 32. Increasing Conversion: People & Persuasion“If this button was biggerI would DEFINITELY buythis product”
  33. 33. Increasing Conversion: People & Persuasion“WOW that logo is big, I’ll definitelyremember this site now”
  34. 34. Increasing Conversion: People & PersuasionThings you WILL hear my Mum say
  35. 35. Increasing Conversion: People & Persuasion“I don’t think I can trust this site”
  36. 36. Increasing Conversion: People & Persuasion“Why don’t they just giveme a price?”
  37. 37. Increasing Conversion: People & Persuasion“Why do they need to know this[information] now?”
  38. 38. Increasing Conversion: People & PersuasionThese are human emotional responses• This is what we should be responding to• She talks about her experience online in very human terms• She operates through ‘gut feeling’ with minimal conscious awareness• We need design that influences at this emotional level• We call this ‘Persuasive Design’
  39. 39. Increasing Conversion: People & PersuasionCan ≠ Will
  40. 40. Increasing Conversion: People & PersuasionPersuasive Design
  41. 41. Increasing Conversion: People & PersuasionListen Engage Persuade GOAL The User’s Journey
  42. 42. Increasing Conversion: People & PersuasionLISTEN
  43. 43. Increasing Conversion: People & PersuasionListening• The easy part• What is the user looking for? What are they here to achieve?• Starts at SEO: Send the right traffic to the right page• Present the most relevant information / responsive content• What’s worse than someone who just wants to talk about themselves?• Does your site ask you customer any questions?
  44. 44. Increasing Conversion: People & PersuasionListening
  45. 45. Increasing Conversion: People & PersuasionENGAGE
  46. 46. Increasing Conversion: People & PersuasionEngaging Users• We’ve listened to what the user wants• Now we want to answer their questions• Tailor their experience• Show only relevant information• We have to understand how users read web pages
  47. 47. Increasing Conversion: People & Persuasion THEY DON’TJacob Nielson – useit.com
  48. 48. Increasing Conversion: People & Persuasion How long do you think you have to engage a user?Jacob Nielson – useit.com
  49. 49. Increasing Conversion: People & Persuasion 3.8 secondsJacob Nielson – useit.com
  50. 50. Increasing Conversion: People & PersuasionWhy is this?• We all can suffer from Analysis Paralysis• This is why we stereo type – we create shortcuts• The same rules apply to your site• This is why we find visualisations (such as info-graphics) so engaging
  51. 51. Increasing Conversion: People & PersuasionWhat to do?• Be succinct with information and highlight salient: • Features • Benefits • USPs• Let superfluous information take a back seat• Create content and structure that can be quickly scanned and digested• Make it life easy for the user, and they will love you for it
  52. 52. Increasing Conversion: People & PersuasionKiwibank.co.nz• Succinct message• Visualised communication• Easily ‘scanned’• Bite-size chunks of info• Only relevant marketing content fills the page• Note: No products yet
  53. 53. Increasing Conversion: People & PersuasionINFLUENCE
  54. 54. Increasing Conversion: People & PersuasionTime to Influence• We’ve listened to what the user is looking for• We’ve delivered relevant content• Presented it in an easily visually digestible way• Now we need to influence their decision using ‘triggers’• Some of which I’m even using in this presentation
  55. 55. Influence: Increasing Conversion: People & PersuasionThe Psychology of PersuasionDr. Robert B. Cialdini, President of INFLUENCE AT WORK
  56. 56. Increasing Conversion: People & Persuasion“6 Pillars of Influence”• We are all conditioned to be vulnerable to six specific highly effective weapons of persuasion that can make unwittingly compliant regardless of our intent• Existed offline for some time• We can use them in web design – creating “Persuasion Triggers”• Chances are you’ll recognise (and relate to) many of them• I’ve already subjected you to one
  57. 57. Increasing Conversion: People & Persuasion 1Reciprocation
  58. 58. Increasing Conversion: People & PersuasionWhen someone doessomething for us orgives us something, weinstinctually want toreturn the favour
  59. 59. Increasing Conversion: People & PersuasionExamples
  60. 60. Increasing Conversion: People & Persuasion 2Commitment
  61. 61. Increasing Conversion: People & PersuasionIf people commit, orally or inwriting, to an idea or goal,they are more likely tohonour that commitment.
  62. 62. Increasing Conversion: People & PersuasionExample Click here Yes! I want to save money
  63. 63. Increasing Conversion: People & PersuasionExample
  64. 64. Increasing Conversion: People & Persuasion 3Social Proofing
  65. 65. Increasing Conversion: People & PersuasionAll of us look to othersto help us decide how to Sort results byact, to guide our Most popularbehaviour, to determinewhether something isright or wrong
  66. 66. Increasing Conversion: People & PersuasionExample
  67. 67. Increasing Conversion: People & PersuasionExample
  68. 68. Increasing Conversion: People & PersuasionExample
  69. 69. Increasing Conversion: People & PersuasionExample
  70. 70. Increasing Conversion: People & Persuasion 4Liking
  71. 71. Increasing Conversion: People & PersuasionPeople are far morelikely to say "yes" tothose they know and like Quotes increased +80% Cost per acquisition -73%
  72. 72. Increasing Conversion: People & PersuasionExample
  73. 73. Increasing Conversion: People & PersuasionExample
  74. 74. Increasing Conversion: People & Persuasion 5Authority
  75. 75. Increasing Conversion: People & PersuasionPeople will tend to obeyauthority figures, even ifthey are asked to performobjectionable acts
  76. 76. Increasing Conversion: People & PersuasionExample
  77. 77. Increasing Conversion: People & PersuasionExample
  78. 78. Increasing Conversion: People & PersuasionExample
  79. 79. Increasing Conversion: People & PersuasionExample
  80. 80. Increasing Conversion: People & Persuasion 6Scarcity
  81. 81. Increasing Conversion: People & PersuasionPerceived scarcity willgenerate demand. Forexample, saying offers areavailable for a "limited timeonly" encourages sales
  82. 82. Increasing Conversion: People & PersuasionExample
  83. 83. Increasing Conversion: People & Persuasion Are you Are you Are you GOALlistening? engaging? persuading? The User’s Journey
  84. 84. Increasing Conversion: People & Persuasion Are you just talking about GOAL yourself?The User’s Journey
  85. 85. Increasing Conversion: People & Persuasion An EmotionalConversion Story
  86. 86. Increasing Conversion: People & Persuasion Email address Don’t have an account? REGISTER Password LOG IN Forgotten your password?Jared Spool – uie.com
  87. 87. Increasing Conversion: People & Persuasion "Im not here to enter into a relationship. I just want to buy something."Jared Spool – uie.com
  88. 88. Increasing Conversion: People & Persuasion Email address You do not need to create an account to make purchases on our site. Simply click Continue to proceed to checkout. To make your future purchases even faster, you can create an account Password during checkout. Continue LOG IN Forgotten your password?Jared Spool – uie.com
  89. 89. Increasing Conversion: People & Persuasion + 45% $300,000,000 “The $300 Million Button”Jared Spool – uie.com
  90. 90. Increasing Conversion: People & Persuasion1. Assess traffic vs. conversion for optimum results2. Clearly define your Goals3. Focus the User’s Journey on that Goal4. Are you listening, engaging & persuading?5. Keep evolving your site6. Simple changes can yield incredible results7. And think of my Mum
  91. 91. Increasing Conversion: People & PersuasionThank You Andrew.Machin@branded3.com @The_MachinDr Cialdini: a trigger to establish Mum & my Son: a trigger to Authority & Credibility establish Liking
  92. 92. Increasing Conversion: People & Persuasion#B3Seminar@Branded_3
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