Pop Psychology& ConversionTricks, Tips and the Dark Side@OptimiseOrDieCraig SullivanBelron® International
Drone, Blah• Follow me @OptimiseOrDie• eBusiness Manager for the Belron®  group (Autoglass®)• Over 20 years of boring meet...
"If you go to the mens washrooms at the Schiphol airport in Amsterdam,  you may notice theres a fly in the      urinals. I...
Outline•   This is my job•   Why do I love this stuff?•   Psychology of optimisation•   Myths of optimisation•   What skil...
Why do I love this?“The human explanation is always going to be moreinteresting and eye opening than a psychic one”“It’s a...
Old skool and good!
More recently…
Top reads:
So what?     There are 1000 trillion connections in your brain Processing a HUGE amount of data about sounds, smells,     ...
Scarcity principle...• If there is limited availability of something, we assume it is more  valuable, and we want it even ...
Scarcity•   Watch that bowl of sweets at the kids party!•   Limited offers:•   Hurry up – time running out•   Only 2 seats...
Social validation…• The need to fit in and belong is hard-wired into our  brains and biology.
Social validation…
Social validation…•   Kitty Genovese story – One bystander (85%) Five people (31%)•   The smoking vent – One person (75%) ...
OptimisationThe systematic process of identifying  and removing barriers to positive   behaviours, along with tools and   ...
Lets put this to work…                                         Forms                           Remote                     ...
Primer on testing                    =
A/B test Control   Version A   Version B
Multi variate Pizza Ingredients   Experiment   Recipes                 =
Month 1 - results      +2%   +3%     +1%   +2%      +9%   +4%     -2%   +1%      +5%   +13%    -7%   -9%
So what about ingredients?        +20%   -2%    +5%        +3%    +2%    +6%        +6%    +10%   -18%
Weed out some losers…          +2%   +3%          +9%   +4%          +5%   +13%
The final…             +10%   +13%
Build phase•   Could be a page, widget, process or site•   Review inputs•   Model the desired outcome backwards•   Design ...
Build                      Prototype                      or HTML         Hypothesis                 TestingInputs    Desi...
A         B                   Get StartedControl   +34.9%                   Fix My Glass                    Click Here+21....
A+6.97% BControl
Social validation…                     A                     B                         -33% CPA
Low entry cost• Visual Website Optimizer  www.visualwebsiteoptimizer.com• Google Website Optimizer  www.google.com/website...
SPAIN+31% over control 99% confidence
FRANCE+8% over control99% confidence
GERMANY+12% over control 99% confidence
SWEDEN+14% over control 90% confidence
Another example
Make sure you use real,   authentic, smiling,friendly, approachable        people.Don’t use stock images for testing or on...
People images that suck…
Image Guidelines – In a Nutshell•   Groups, vans, stores, head office,     •   Arms with prop instead – hold a    corporat...
The dark side•   Optimisation can be used in bad ways too•   Either by accident (just stupid)•   Or by design, to trick pe...
Sneaky fold
You evil gits
Sneaky basket
Hidden opt-out
Honeypot           Read Black Hat Politics             Online Dirty Tricks           bit.ly/IngLd2
Evil genius award?
Future stuff• Expanding our UX and testing work• Exporting agile and lean tech to the business• Rapid expansion of testing...
Autoglass.co.uk•   User Centred Design         + 12.4% conversion•   Multi Variate Testing       + 12.5% conversion•   Opt...
More reading. Slides and resources on slideshare.net            Email : sullivac@gmail.com           Twitter : @OptimiseOr...
'Psychology: Changing Behaviour, Increase Conversions, Cut Costs' Craig Sullivan, Belron Craig Sullivan, Belron
'Psychology: Changing Behaviour, Increase Conversions, Cut Costs' Craig Sullivan, Belron Craig Sullivan, Belron
'Psychology: Changing Behaviour, Increase Conversions, Cut Costs' Craig Sullivan, Belron Craig Sullivan, Belron
'Psychology: Changing Behaviour, Increase Conversions, Cut Costs' Craig Sullivan, Belron Craig Sullivan, Belron
'Psychology: Changing Behaviour, Increase Conversions, Cut Costs' Craig Sullivan, Belron Craig Sullivan, Belron
'Psychology: Changing Behaviour, Increase Conversions, Cut Costs' Craig Sullivan, Belron Craig Sullivan, Belron
'Psychology: Changing Behaviour, Increase Conversions, Cut Costs' Craig Sullivan, Belron Craig Sullivan, Belron
'Psychology: Changing Behaviour, Increase Conversions, Cut Costs' Craig Sullivan, Belron Craig Sullivan, Belron
'Psychology: Changing Behaviour, Increase Conversions, Cut Costs' Craig Sullivan, Belron Craig Sullivan, Belron
'Psychology: Changing Behaviour, Increase Conversions, Cut Costs' Craig Sullivan, Belron Craig Sullivan, Belron
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'Psychology: Changing Behaviour, Increase Conversions, Cut Costs' Craig Sullivan, Belron Craig Sullivan, Belron

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Psychology: changing behaviour, increase conversions, cut costs
Craig is going to explain his love of studying customers and testing new products, services and page designs on 28M+ website visitors. Using psychological principles, he'll explain how you can change consumer behaviour, increase conversion rates and lower running costs. With practical examples, case studies and takeaways using powerful online tests and techniques you can use to understand, persuade and influence customers to do more of what you want.
Find more info at: http://chinwag.com/insight/psychology

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Transcript of "'Psychology: Changing Behaviour, Increase Conversions, Cut Costs' Craig Sullivan, Belron Craig Sullivan, Belron"

  1. 1. Pop Psychology& ConversionTricks, Tips and the Dark Side@OptimiseOrDieCraig SullivanBelron® International
  2. 2. Drone, Blah• Follow me @OptimiseOrDie• eBusiness Manager for the Belron® group (Autoglass®)• Over 20 years of boring meetings with lots of total timewasters• Looking after a 400M channel, 35 countries, 6 people• Ed and I like to do it with crowds• It’s not our site – it’s theirs
  3. 3. "If you go to the mens washrooms at the Schiphol airport in Amsterdam, you may notice theres a fly in the urinals. It’s screen printed .So what do you think most men do?Thats right, they aim at the fly when they urinate.They dont even think about it, and they dont need to read a users manual; its just an instinctive reaction that means 80% less spillage!* The interesting feature of these urinals is that theyre deliberately designed to take advantage of this inherent human male tendency.“ This is my job.*Also confirmed during trials of London Urinal Gaming
  4. 4. Outline• This is my job• Why do I love this stuff?• Psychology of optimisation• Myths of optimisation• What skills and props do we use?• Where do you start?• What sorts of tests?• What happened• Photography• The dark side of the web• Questions
  5. 5. Why do I love this?“The human explanation is always going to be moreinteresting and eye opening than a psychic one”“It’s a mixture of magic, suggestion, psychology,showmanship and misdirection”“I love the geekiness of magic”Derren Brown – Midweek, Radio 4, 13 Oct 2010“Any sufficiently advanced technology is indistinguishablefrom magic.”Arthur C. Clarke
  6. 6. Old skool and good!
  7. 7. More recently…
  8. 8. Top reads:
  9. 9. So what? There are 1000 trillion connections in your brain Processing a HUGE amount of data about sounds, smells, messages from nerve cells, sensory data, visionThere are 100 million neurons in your retina processing this room, in high resolution, many times a second In that same second, 4 million points of data whizz by You’re only conscious of 40 of these
  10. 10. Scarcity principle...• If there is limited availability of something, we assume it is more valuable, and we want it even more.
  11. 11. Scarcity• Watch that bowl of sweets at the kids party!• Limited offers:• Hurry up – time running out• Only 2 seats left on that plane• Exclusive invitation, VIP membership• Scarcity of time – “Offer ends today”• Scarcity of access - “Available to members only”• Scarcity of time to act – “Order by 4:00, wear it tomorrow”• Threadless.com – limited t-shirt designs• MVT testing shows this stuff rocks – are you doing it?
  12. 12. Social validation…• The need to fit in and belong is hard-wired into our brains and biology.
  13. 13. Social validation…
  14. 14. Social validation…• Kitty Genovese story – One bystander (85%) Five people (31%)• The smoking vent – One person (75%) 3 people (38%)• The fire extinguisher and the burning plane• We look to others to validate what we should do• Amazon – 2.7Bn and counting• Bubbling the best reviews to the top – most helpful bit.ly/am_zn• Ratings and reviews affect us powerfully. Split tests:• Digital camera +20%, Travel review +10%, With picture +20%• People who bought this also bought…• Rationalising your decision – the old brain wins
  15. 15. OptimisationThe systematic process of identifying and removing barriers to positive behaviours, along with tools and testing techniques to maximise positive outcomes.
  16. 16. Lets put this to work… Forms Remote Search analytics Depth testing analytics interviews Eye Market tracking research Customer A/B and contact MVT testing Socialanalysis Insight Unstructured data Web Clicktale analytics Usability Competitor testing Ops and Customer review CS teams Surveys services
  17. 17. Primer on testing =
  18. 18. A/B test Control Version A Version B
  19. 19. Multi variate Pizza Ingredients Experiment Recipes =
  20. 20. Month 1 - results +2% +3% +1% +2% +9% +4% -2% +1% +5% +13% -7% -9%
  21. 21. So what about ingredients? +20% -2% +5% +3% +2% +6% +6% +10% -18%
  22. 22. Weed out some losers… +2% +3% +9% +4% +5% +13%
  23. 23. The final… +10% +13%
  24. 24. Build phase• Could be a page, widget, process or site• Review inputs• Model the desired outcome backwards• Design hypothesis• Kick the tyres• Create prototype• Test against hypotheses (UX, MVT)• User and Split testing is NOT expensive• You can start with a laptop and webcam• Even a piece of paper• You just add people
  25. 25. Build Prototype or HTML Hypothesis TestingInputs Design Round Washup and Prioritise
  26. 26. A B Get StartedControl +34.9% Fix My Glass Click Here+21.9% +17.4% C D
  27. 27. A+6.97% BControl
  28. 28. Social validation… A B -33% CPA
  29. 29. Low entry cost• Visual Website Optimizer www.visualwebsiteoptimizer.com• Google Website Optimizer www.google.com/websiteoptimizer• Optimizely www.optimizely.com If you want to move up from here, try Autonomy Optimost or Webtrends Optimize.
  30. 30. SPAIN+31% over control 99% confidence
  31. 31. FRANCE+8% over control99% confidence
  32. 32. GERMANY+12% over control 99% confidence
  33. 33. SWEDEN+14% over control 90% confidence
  34. 34. Another example
  35. 35. Make sure you use real, authentic, smiling,friendly, approachable people.Don’t use stock images for testing or on your site. Low Q video andimages are also fine – they reinforce authenticity.
  36. 36. People images that suck…
  37. 37. Image Guidelines – In a Nutshell• Groups, vans, stores, head office, • Arms with prop instead – hold a corporate guff = NO clipboard, rag, tool – I’m working for• Single person – not groups or even *you* Photo Guidelines person + customer, especially if • they are interacting with each other Plain backgrounds only • Female images work best in almost (ignoring you) every country – they slay the guys• Open, Friendly, Natural, Smiling, • Natural, authentic and not ‘model’ or Engaged, Alert = YES ‘stock’ image types work best for• Smile best with eye crinkles people• Uniform – has huge effect, even • Some of our best performing images wearing branded hat improves would be rejected by advertisers as conversion ‘too ugly’• Look straight at viewer or slightly • Want to know more? Tweet me towards CTA @OptimiseOrDie or check out the• No folded arms, arms on hips, @TheBrainLady pointing, scowling, cheesy smiles, • Oh, and we also know that genital hands behind back, hanging framing doesn’t work… useless by the side, clasped by groin, fiddling with hands
  38. 38. The dark side• Optimisation can be used in bad ways too• Either by accident (just stupid)• Or by design, to trick people*• More reading at: http://wiki.darkpatterns.org/wiki/Home * I trick influence people too but I call it optimisation (displacement technique)
  39. 39. Sneaky fold
  40. 40. You evil gits
  41. 41. Sneaky basket
  42. 42. Hidden opt-out
  43. 43. Honeypot Read Black Hat Politics Online Dirty Tricks bit.ly/IngLd2
  44. 44. Evil genius award?
  45. 45. Future stuff• Expanding our UX and testing work• Exporting agile and lean tech to the business• Rapid expansion of testing community• More skilled copywriting input to tests• 50-70% of our test lifts comes from copy!• We use the marvellous Stickycontent.co.uk• Catherine Toole and Econsultancy• On hold music / IVR / Phone menus• EEG neural headsets and FMRI• Dynamic testing• Your Perfect Shop
  46. 46. Autoglass.co.uk• User Centred Design + 12.4% conversion• Multi Variate Testing + 12.5% conversion• Optimised Mobile Site + 4% conversion• Higher NPS score + 5.5%• Total conversion increase = 41% (15% worldwide)• Reduced call time• Faster online booking time• Customer delight. Less worry. Lower friction• NO additional marketing spend needed• Web Channel : ROI positive within 2 weeks
  47. 47. More reading. Slides and resources on slideshare.net Email : sullivac@gmail.com Twitter : @OptimiseOrDie : linkd.in/pvrg14 Slideshare : slidesha.re/nlCDm6

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