B3 Seminar: Converting Your Traffic into Customers - Andrew Machin

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  • 1. Increasing Conversion: People & PersuasionIncreasing Conversion:People & Persuasionby Andrew Machin
  • 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. Increasing Conversion: People & PersuasionWhat is a Conversion Rate?
  • 4. Increasing Conversion: People & Persuasion £ YOUR SITETRAFFIC ATTRIBUTED REVENUE
  • 5. Increasing Conversion: People & Persuasion ££ YOUR SITE2x TRAFFIC 2x ATTRIBUTED REVENUE
  • 6. Increasing Conversion: People & Persuasion ££ YOUR SITE2x TRAFFIC 2x ATTRIBUTED REVENUE How efficient is this part?
  • 7. Increasing Conversion: People & PersuasionThe Maths = % Number of goals achieved Total Traffic to the site Your Conversion Rate
  • 8. Increasing Conversion: People & PersuasionThe Maths 1,000 Goals 10,000 Visitors = 10% Your Conversion Rate
  • 9. Increasing Conversion: People & PersuasionWhy is it important?
  • 10. Increasing Conversion: People & PersuasionSome examples10,000 10% = 1,000 £ Visitors Conversion rate Conversions
  • 11. Increasing Conversion: People & PersuasionSome examples20,000 10% = 2,000 £2x Visitors Conversion rate Conversions
  • 12. Increasing Conversion: People & PersuasionSome examples10,000 20% = 2,000 £2x Visitors Conversion rate Conversions
  • 13. Increasing Conversion: People & PersuasionSome examples15,000 15% = 2,250 £2.25x Visitors Conversion rate Conversions
  • 14. Increasing Conversion: People & PersuasionInvestment split £100 ? Driving Traffic vs. Converting TrafficConversion Rate Optimization Report 2012 - eConsultancy
  • 15. Increasing Conversion: People & PersuasionInvestment split £100 £1 Driving Traffic vs. Converting TrafficConversion Rate Optimization Report 2012 - eConsultancy
  • 16. Increasing Conversion: People & PersuasionIS GOOGLE LISTENING?
  • 17. Increasing Conversion: People & Persuasion Increase conversionthrough Understanding People
  • 18. Increasing Conversion: People & Persuasion GOALFirstly; Define your Goals!
  • 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. 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. Increasing Conversion: People & Persuasion GOALFocus on the User’s Journey towards that Goal
  • 22. Increasing Conversion: People & PersuasionIsn’t beingUSABLE enough?
  • 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. Increasing Conversion: People & PersuasionOnline trends £58.8bn £30.2bn 2006 2010“Online Conversion Rates Drop by 55% in 5 Years” – IMGR.org
  • 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. 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. …losing a job & Persuasion Increasing Conversion: People…retire…buy anew house …travel …be rid …retire of debt Money is highly emotional
  • 28. Increasing Conversion: People & PersuasionWe just have to listen to the Users
  • 29. Increasing Conversion: People & PersuasionMy Mum
  • 30. Increasing Conversion: People & PersuasionThings you WON’T hear my Mum say
  • 31. Increasing Conversion: People & Persuasion“This is taking too many clicks”
  • 32. Increasing Conversion: People & Persuasion“If this button was biggerI would DEFINITELY buythis product”
  • 33. Increasing Conversion: People & Persuasion“WOW that logo is big, I’ll definitelyremember this site now”
  • 34. Increasing Conversion: People & PersuasionThings you WILL hear my Mum say
  • 35. Increasing Conversion: People & Persuasion“I don’t think I can trust this site”
  • 36. Increasing Conversion: People & Persuasion“Why don’t they just giveme a price?”
  • 37. Increasing Conversion: People & Persuasion“Why do they need to know this[information] now?”
  • 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. Increasing Conversion: People & PersuasionCan ≠ Will
  • 40. Increasing Conversion: People & PersuasionPersuasive Design
  • 41. Increasing Conversion: People & PersuasionListen Engage Persuade GOAL The User’s Journey
  • 42. Increasing Conversion: People & PersuasionLISTEN
  • 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. Increasing Conversion: People & PersuasionListening
  • 45. Increasing Conversion: People & PersuasionENGAGE
  • 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. Increasing Conversion: People & Persuasion THEY DON’TJacob Nielson – useit.com
  • 48. Increasing Conversion: People & Persuasion How long do you think you have to engage a user?Jacob Nielson – useit.com
  • 49. Increasing Conversion: People & Persuasion 3.8 secondsJacob Nielson – useit.com
  • 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. 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. 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. Increasing Conversion: People & PersuasionINFLUENCE
  • 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. Influence: Increasing Conversion: People & PersuasionThe Psychology of PersuasionDr. Robert B. Cialdini, President of INFLUENCE AT WORK
  • 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. Increasing Conversion: People & Persuasion 1Reciprocation
  • 58. Increasing Conversion: People & PersuasionWhen someone doessomething for us orgives us something, weinstinctually want toreturn the favour
  • 59. Increasing Conversion: People & PersuasionExamples
  • 60. Increasing Conversion: People & Persuasion 2Commitment
  • 61. Increasing Conversion: People & PersuasionIf people commit, orally or inwriting, to an idea or goal,they are more likely tohonour that commitment.
  • 62. Increasing Conversion: People & PersuasionExample Click here Yes! I want to save money
  • 63. Increasing Conversion: People & PersuasionExample
  • 64. Increasing Conversion: People & Persuasion 3Social Proofing
  • 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. Increasing Conversion: People & PersuasionExample
  • 67. Increasing Conversion: People & PersuasionExample
  • 68. Increasing Conversion: People & PersuasionExample
  • 69. Increasing Conversion: People & PersuasionExample
  • 70. Increasing Conversion: People & Persuasion 4Liking
  • 71. Increasing Conversion: People & PersuasionPeople are far morelikely to say "yes" tothose they know and like Quotes increased +80% Cost per acquisition -73%
  • 72. Increasing Conversion: People & PersuasionExample
  • 73. Increasing Conversion: People & PersuasionExample
  • 74. Increasing Conversion: People & Persuasion 5Authority
  • 75. Increasing Conversion: People & PersuasionPeople will tend to obeyauthority figures, even ifthey are asked to performobjectionable acts
  • 76. Increasing Conversion: People & PersuasionExample
  • 77. Increasing Conversion: People & PersuasionExample
  • 78. Increasing Conversion: People & PersuasionExample
  • 79. Increasing Conversion: People & PersuasionExample
  • 80. Increasing Conversion: People & Persuasion 6Scarcity
  • 81. Increasing Conversion: People & PersuasionPerceived scarcity willgenerate demand. Forexample, saying offers areavailable for a "limited timeonly" encourages sales
  • 82. Increasing Conversion: People & PersuasionExample
  • 83. Increasing Conversion: People & Persuasion Are you Are you Are you GOALlistening? engaging? persuading? The User’s Journey
  • 84. Increasing Conversion: People & Persuasion Are you just talking about GOAL yourself?The User’s Journey
  • 85. Increasing Conversion: People & Persuasion An EmotionalConversion Story
  • 86. Increasing Conversion: People & Persuasion Email address Don’t have an account? REGISTER Password LOG IN Forgotten your password?Jared Spool – uie.com
  • 87. Increasing Conversion: People & Persuasion "Im not here to enter into a relationship. I just want to buy something."Jared Spool – uie.com
  • 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. Increasing Conversion: People & Persuasion + 45% $300,000,000 “The $300 Million Button”Jared Spool – uie.com
  • 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. 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. Increasing Conversion: People & Persuasion#B3Seminar@Branded_3