The Power of Values

Why Emotional Optimization has the Highest ROI
!
!
!
!
!
!
!
!
!
!
!
!
!
!
!
André Morys
© André Mory...
© André Morys @morys
Cow
© André Morys @morys
Eye
© André Morys @morys
Nose
© André Morys @morys
© André Morys @morys
© André Morys @morys
© André Morys @morys
© André Morys @morys
where would you buy?
© André Morys @morys
where would you buy?
why?
© André Morys @morys
© André Morys @morys
© Andre Morys, Web Arts AG www.web-arts.com13
© André Morys @morys
© Andre Morys, Web Arts AG© Andre Morys, Web Arts AG www.web-arts.com14
© André Morys @morys
© Andre Morys, Web Arts AG© Andre Morys, Web Arts AG www.web-arts.com14
© André Morys @morys
© Andre Morys, Web Arts AG© Andre Morys, Web Arts AG www.web-arts.com15
Source:
Michael Summers
© André Morys @morys
© Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN
© Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN
© Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN
© Andre Morys, Web Arts AG www.web-arts.com19
© André Morys @morys
© Andre Morys, Web Arts AG www.web-arts.com19
© André Morys @morys
© Andre Morys, Web Arts AG www.web-arts.com19
© André Morys @morys
© André Morys @morys
© André Morys @morys
© Andre Morys, Web Arts AG www.web-arts.com22
Nucleus accumbens
• Amygdala
Bei drei Probanden war die Erregung signifikant...
© Andre Morys, Web Arts AG www.web-arts.com23
zappos.com - no activity
• Amygdala
Bei drei Probanden war die Erregung sign...
© Andre Morys, Web Arts AG www.web-arts.com24
shoeguru.ca - peak
• Amygdala
Bei drei Probanden war die Erregung signifikan...
© Andre Morys, Web Arts AG www.web-arts.com
simple
authentic
focussed
25
© André Morys @morys
Landingpage Ausgangsvariante (Status Quo)

© André Morys @morys
1 2
3
4
6
5
7
81
4
2
5
3
9
10
11
12 13
14
Analysis Status-Quo

Motivators
Demotivators
© André Morys @morys
Conversion Design

© André Morys @morys
© Andre Morys, Web Arts AG www.web-arts.com29
© André Morys @morys
© Andre Morys, Web Arts AG www.web-arts.com29
© André Morys @morys
© Andre Morys, Web Arts AG www.web-arts.com29
© André Morys @morys
© Andre Morys, Web Arts AG www.web-arts.com29
© André Morys @morys
© André Morys @morys
Style Elite Quality
© André Morys @morys
Style Elite Quality
© André Morys @morys
Style Elite Quality
© André Morys @morys
Style Elite Quality
© André Morys @morys
© André Morys @morys
© André Morys @morys
© André Morys @morys
0 DifferenciateQuality StyleOptimized
DURATION: 8 WEEKS,
N= 3.400 CONVERSIONS
SIGNIFICANCE: 99.9 %
0,00
15,00
30,00
45,00
60,00
Uplift CR (Sales)
55,0%
24,4%
19,7%17,1%
0,0%
0 DifferenciateQuality StyleOptimized
DURATION:...
People don‘t remember what you said,
they don‘t remember what you did but
they never forget how you made them feel.
© Andr...
© Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN
A: Discount
© André Morys @morys
© Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN
B: Scarcity
© André Morys @morys
© Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN
B: Scarcity
0
350000
700000
1050000
1400000
A B
1...
© Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN
B: Scarcity
© André Morys @morys
© Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN
C: Thank you, Austria!
© André Morys @morys
© Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN
0
600000
1200000
1800000
2400000
B C
2.386.800
1....
DURATION: 6 WEEKS,
N= 1.200 CONVERSIONS
SIGNIFICANCE: 99.9 %
DURATION: 6 WEEKS,
N= 1.200 CONVERSIONS
SIGNIFICANCE: 99.9 %
0
4,75
9,5
14,25
19
A B C
DURATION: 6 WEEKS,
N= 1.200 CONVERSIONS
SIGNIFICANCE: 99.9 %
0
4,75
9,5
14,25
19
A B C
9,43%
DURATION: 6 WEEKS,
N= 1.200 CONVERSIONS
SIGNIFICANCE: 99.9 %
0
4,75
9,5
14,25
19
A B C
12,24%
9,43%
DURATION: 6 WEEKS,
N= 1.200 CONVERSIONS
SIGNIFICANCE: 99.9 %
0
4,75
9,5
14,25
19
A B C
18,2%
12,24%
9,43%
DURATION: 6 WEEKS,
N= 1.200 CONVERSIONS
SIGNIFICANCE: 99.9 %
0
4,75
9,5
14,25
19
A B C
18,2%
12,24%
9,43%
+93%
DURATION: 6 WEEKS,
N= 1.200 CONVERSIONS
SIGNIFICANCE: 99.9 %
© André Morys @morys
„If it doesn‘t sell,
it isn‘t creative.“
© André Morys @morys
„If it doesn‘t sell,
it isn‘t creative.“
David Ogilvy
© André Morys @morys
© Andre Morys, Web Arts AG www.web-arts.com
5 Things you can get out of this
#1
Your web-analytics data can‘t
tell you wha...
© Andre Morys, Web Arts AG www.web-arts.com
5 Things you can get out of this
#2
UVP > EVP > Desire
43
© André Morys @morys
© Andre Morys, Web Arts AG www.web-arts.com
5 Things you can get out of this
#3
Know the subconscious needs of
your custom...
© Andre Morys, Web Arts AG www.web-arts.com
5 Things you can get out of this
#3
Know the subconscious needs of
your custom...
© Andre Morys, Web Arts AG www.web-arts.com
5 Things you can get out of this
#4
Avoid gaps between analysis,
concept and t...
© Andre Morys, Web Arts AG www.web-arts.com
5 Things you can get out of this
#5
You don’t need an fmri scanner.
47
© André...
© Andre Morys, Web Arts AG www.web-arts.com48
André Morys
andre.morys@web-arts.com
Tel. +49.6172.68097-15
!
@morys
www.web...
Upcoming SlideShare
Loading in …5
×

Chinwag Psych London 14. Andre Morys, Web Arts AG. "The Power of Values: Why Emotional Optimization has the Highest ROI"

602 views

Published on

Chinwag Psych London 2014
@Chinwag psychmatters.co

Andre Morys, Web Arts AG. "The Power of Values: Why Emotional Optimization has the Highest ROI"

0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
602
On SlideShare
0
From Embeds
0
Number of Embeds
4
Actions
Shares
0
Downloads
8
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Chinwag Psych London 14. Andre Morys, Web Arts AG. "The Power of Values: Why Emotional Optimization has the Highest ROI"

  1. 1. The Power of Values
 Why Emotional Optimization has the Highest ROI ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! André Morys © André Morys @morys
  2. 2. © André Morys @morys
  3. 3. Cow © André Morys @morys
  4. 4. Eye © André Morys @morys
  5. 5. Nose © André Morys @morys
  6. 6. © André Morys @morys
  7. 7. © André Morys @morys
  8. 8. © André Morys @morys
  9. 9. © André Morys @morys
  10. 10. where would you buy? © André Morys @morys
  11. 11. where would you buy? why? © André Morys @morys
  12. 12. © André Morys @morys
  13. 13. © Andre Morys, Web Arts AG www.web-arts.com13 © André Morys @morys
  14. 14. © Andre Morys, Web Arts AG© Andre Morys, Web Arts AG www.web-arts.com14 © André Morys @morys
  15. 15. © Andre Morys, Web Arts AG© Andre Morys, Web Arts AG www.web-arts.com14 © André Morys @morys
  16. 16. © Andre Morys, Web Arts AG© Andre Morys, Web Arts AG www.web-arts.com15 Source: Michael Summers © André Morys @morys
  17. 17. © Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN
  18. 18. © Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN
  19. 19. © Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN
  20. 20. © Andre Morys, Web Arts AG www.web-arts.com19 © André Morys @morys
  21. 21. © Andre Morys, Web Arts AG www.web-arts.com19 © André Morys @morys
  22. 22. © Andre Morys, Web Arts AG www.web-arts.com19 © André Morys @morys
  23. 23. © André Morys @morys
  24. 24. © André Morys @morys
  25. 25. © Andre Morys, Web Arts AG www.web-arts.com22 Nucleus accumbens • Amygdala Bei drei Probanden war die Erregung signifikant höher für S © André Morys @morys
  26. 26. © Andre Morys, Web Arts AG www.web-arts.com23 zappos.com - no activity • Amygdala Bei drei Probanden war die Erregung signifikant höher für S © André Morys @morys
  27. 27. © Andre Morys, Web Arts AG www.web-arts.com24 shoeguru.ca - peak • Amygdala Bei drei Probanden war die Erregung signifikant höher für S © André Morys @morys
  28. 28. © Andre Morys, Web Arts AG www.web-arts.com simple authentic focussed 25 © André Morys @morys
  29. 29. Landingpage Ausgangsvariante (Status Quo)
 © André Morys @morys
  30. 30. 1 2 3 4 6 5 7 81 4 2 5 3 9 10 11 12 13 14 Analysis Status-Quo
 Motivators Demotivators © André Morys @morys
  31. 31. Conversion Design
 © André Morys @morys
  32. 32. © Andre Morys, Web Arts AG www.web-arts.com29 © André Morys @morys
  33. 33. © Andre Morys, Web Arts AG www.web-arts.com29 © André Morys @morys
  34. 34. © Andre Morys, Web Arts AG www.web-arts.com29 © André Morys @morys
  35. 35. © Andre Morys, Web Arts AG www.web-arts.com29 © André Morys @morys
  36. 36. © André Morys @morys Style Elite Quality
  37. 37. © André Morys @morys Style Elite Quality
  38. 38. © André Morys @morys Style Elite Quality
  39. 39. © André Morys @morys Style Elite Quality
  40. 40. © André Morys @morys
  41. 41. © André Morys @morys
  42. 42. © André Morys @morys
  43. 43. © André Morys @morys
  44. 44. 0 DifferenciateQuality StyleOptimized DURATION: 8 WEEKS, N= 3.400 CONVERSIONS SIGNIFICANCE: 99.9 %
  45. 45. 0,00 15,00 30,00 45,00 60,00 Uplift CR (Sales) 55,0% 24,4% 19,7%17,1% 0,0% 0 DifferenciateQuality StyleOptimized DURATION: 8 WEEKS, N= 3.400 CONVERSIONS SIGNIFICANCE: 99.9 %
  46. 46. People don‘t remember what you said, they don‘t remember what you did but they never forget how you made them feel. © André Morys @morys
  47. 47. © Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN A: Discount © André Morys @morys
  48. 48. © Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN B: Scarcity © André Morys @morys
  49. 49. © Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN B: Scarcity 0 350000 700000 1050000 1400000 A B 1.320.000 570.000 Umsatz (€₠€) +136% © André Morys @morys DURATION: 2 WEEKS, N= 938 CONVERSIONS SIGNIFICANCE: 99.9 %
  50. 50. © Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN B: Scarcity © André Morys @morys
  51. 51. © Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN C: Thank you, Austria! © André Morys @morys
  52. 52. © Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN 0 600000 1200000 1800000 2400000 B C 2.386.800 1.171.200 Umsatz (€₠€) +104% C: Thank you, Austria! © André Morys @morys DURATION: 2 WEEKS, N= 1852 CONVERSIONS SIGNIFICANCE: 99.9 %
  53. 53. DURATION: 6 WEEKS, N= 1.200 CONVERSIONS SIGNIFICANCE: 99.9 %
  54. 54. DURATION: 6 WEEKS, N= 1.200 CONVERSIONS SIGNIFICANCE: 99.9 %
  55. 55. 0 4,75 9,5 14,25 19 A B C DURATION: 6 WEEKS, N= 1.200 CONVERSIONS SIGNIFICANCE: 99.9 %
  56. 56. 0 4,75 9,5 14,25 19 A B C 9,43% DURATION: 6 WEEKS, N= 1.200 CONVERSIONS SIGNIFICANCE: 99.9 %
  57. 57. 0 4,75 9,5 14,25 19 A B C 12,24% 9,43% DURATION: 6 WEEKS, N= 1.200 CONVERSIONS SIGNIFICANCE: 99.9 %
  58. 58. 0 4,75 9,5 14,25 19 A B C 18,2% 12,24% 9,43% DURATION: 6 WEEKS, N= 1.200 CONVERSIONS SIGNIFICANCE: 99.9 %
  59. 59. 0 4,75 9,5 14,25 19 A B C 18,2% 12,24% 9,43% +93% DURATION: 6 WEEKS, N= 1.200 CONVERSIONS SIGNIFICANCE: 99.9 %
  60. 60. © André Morys @morys
  61. 61. „If it doesn‘t sell, it isn‘t creative.“ © André Morys @morys
  62. 62. „If it doesn‘t sell, it isn‘t creative.“ David Ogilvy © André Morys @morys
  63. 63. © Andre Morys, Web Arts AG www.web-arts.com 5 Things you can get out of this #1 Your web-analytics data can‘t tell you what you can‘t measure. 42 © André Morys @morys
  64. 64. © Andre Morys, Web Arts AG www.web-arts.com 5 Things you can get out of this #2 UVP > EVP > Desire 43 © André Morys @morys
  65. 65. © Andre Morys, Web Arts AG www.web-arts.com 5 Things you can get out of this #3 Know the subconscious needs of your customers. 44 © André Morys @morys
  66. 66. © Andre Morys, Web Arts AG www.web-arts.com 5 Things you can get out of this #3 Know the subconscious needs of your customers. 45 © André Morys @morys
  67. 67. © Andre Morys, Web Arts AG www.web-arts.com 5 Things you can get out of this #4 Avoid gaps between analysis, concept and testing. 46 © André Morys @morys
  68. 68. © Andre Morys, Web Arts AG www.web-arts.com 5 Things you can get out of this #5 You don’t need an fmri scanner. 47 © André Morys @morys
  69. 69. © Andre Morys, Web Arts AG www.web-arts.com48 André Morys andre.morys@web-arts.com Tel. +49.6172.68097-15 ! @morys www.web-arts.com ‣ Thanky you!

×