Chinwag Psych London 2014 @Chinwag psychmatters.co Andre Morys, Web Arts AG. "The Power of Values: Why Emotional Optimization has the Highest ROI"

1. The Power of Values
Why Emotional Optimization has the Highest ROI
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André Morys
© André Morys @morys

2. © André Morys @morys

3. Cow
© André Morys @morys

4. Eye
© André Morys @morys

5. Nose
© André Morys @morys

6. © André Morys @morys

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10. where would you buy?
© André Morys @morys

11. where would you buy?
why?
© André Morys @morys

12. © André Morys @morys

13. © Andre Morys, Web Arts AG www.web-arts.com13
© André Morys @morys

14. © Andre Morys, Web Arts AG© Andre Morys, Web Arts AG www.web-arts.com14
© André Morys @morys

15. © Andre Morys, Web Arts AG© Andre Morys, Web Arts AG www.web-arts.com14
© André Morys @morys

16. © Andre Morys, Web Arts AG© Andre Morys, Web Arts AG www.web-arts.com15
Source:
Michael Summers
© André Morys @morys

17. © Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN

18. © Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN

19. © Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN

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© André Morys @morys

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© André Morys @morys

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© André Morys @morys

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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. © 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. © 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. © Andre Morys, Web Arts AG www.web-arts.com
simple
authentic
focussed
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© André Morys @morys

29. Landingpage Ausgangsvariante (Status Quo)
© André Morys @morys

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. Conversion Design
© André Morys @morys

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© André Morys @morys

33. © Andre Morys, Web Arts AG www.web-arts.com29
© André Morys @morys

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© André Morys @morys

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© André Morys @morys

36. © André Morys @morys
Style Elite Quality

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Style Elite Quality

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Style Elite Quality

39. © André Morys @morys
Style Elite Quality

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44. 0 DifferenciateQuality StyleOptimized
DURATION: 8 WEEKS,
N= 3.400 CONVERSIONS
SIGNIFICANCE: 99.9 %

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. 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. © Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN
A: Discount
© André Morys @morys

48. © Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN
B: Scarcity
© André Morys @morys

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. © Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN
B: Scarcity
© André Morys @morys

51. © Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN
C: Thank you, Austria!
© André Morys @morys

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. DURATION: 6 WEEKS,
N= 1.200 CONVERSIONS
SIGNIFICANCE: 99.9 %

54. DURATION: 6 WEEKS,
N= 1.200 CONVERSIONS
SIGNIFICANCE: 99.9 %

55. 0
4,75
9,5
14,25
19
A B C
DURATION: 6 WEEKS,
N= 1.200 CONVERSIONS
SIGNIFICANCE: 99.9 %

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. 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. 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. 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. © André Morys @morys

61. „If it doesn‘t sell,
it isn‘t creative.“
© André Morys @morys

62. „If it doesn‘t sell,
it isn‘t creative.“
David Ogilvy
© André Morys @morys

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.
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© André Morys @morys

64. © Andre Morys, Web Arts AG www.web-arts.com
5 Things you can get out of this
#2
UVP > EVP > Desire
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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.
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© André Morys @morys

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.
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© André Morys @morys

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.
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© André Morys @morys

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.
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© André Morys @morys

69. © Andre Morys, Web Arts AG www.web-arts.com48
André Morys
andre.morys@web-arts.com
Tel. +49.6172.68097-15
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@morys
www.web-arts.com
‣ Thanky you!