What do you think users do on your site? What do they think they do? What do they actually do? This is my presentation about the pitfalls of asking users what they think they do (through market research and online survey tools), when there is HUGE potential in observing what they actually do through A/B-testing, eyetracking and Web Analytics

1. 1
Lost at Kastrup
A story about what users
REALLY do on your site

2. 2
We have come to earth to save
humans from Bad Conversion
Rates & Web Sites That Suck

3. What you think users do on
your site
What they think they do
What they actually do

4. Page@Conversionista
Nr 1 on Online Conversion in Sweden
Since2006
200 + conversion projects
50% E-commerce
Rest is B2B/B2C
Lead generation
International speaker &
blogger
John Ekman a.k.a
Chief Conversionista
1070%
Member and
founder of
TheConversionAlliance.com
4

5. 5

6. ”Web analytics
is great at the
What but not at
the Why”

7. 7

8. The three pillars of the web survey
1. Those who answer
represent your audience
2. People answer honestly
3. Visitors know what they
are doing on your web
site

9. 1. Representativity

10. 2. Honesty

11. What do these have in common?
Reciprocity
11

12. Users lie!!!
12

13. “Everybody knows
what’s going wrong
with the world.
I don’t even know
what’s going on in
myself”
3. Understanding of self

14. REI – tents
Participants said that they:
1. Read the information on the product page
2. Based the decision the ”features- summary”
250 vs 60
bought tent nr 1 !
14

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16. 16

17. Wikimedia Commons
The Auto pilot
17

19. Change blindness
75% won’t
see what
happened
http://www.youtube.com/watch?
v=38XO7ac9eSs
19

20. André Morys at Conversion Jam
20
”Conversion happens
in the brain of the
customer, not in
Google Analytics”

21. Rational
Deliberate
Slow
Emotional Unaware Fast

22. The Brain is a heart

23. What happens when the two systems talk?
1. Post Rationalization
2. Misattribution

24. The power of
persuasive
copywriting
“Need a Stockholm
Drinking buddy?”
1. Context
2. His needs and wants

25. A Dan Ariely experiment
25

26. Fill in a form with this in your mouth
26

27. Arrange these words and then....
27
Rude Neutral Polite
<20% 40% > 60%

28. 28

29. 

30. Are You Saying “No” When You Could Be
Saying “Yes” in Your Web Forms?
30

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33. 33

34. 34

35. 35

36. Have you thought about “correct
messages”?
36
Ja
Skadades någon person vid olyckan?
Nej Skönt! Tur i oturen!
Claims form

37. The three pillars of the web survey
1. Those who answer
represent your audience
2. People answer honestly
3. Visitors know what they
are doing on your web
site

38. Ok, we’re screwed?
38

39. 39
The answer!

40. Start testing
40
A / B

41. Here is how:
1. Web Psychology
41
A / B
Session replay
2. Metrics
A/B-
testning
Eye-
tracking
3. Quantified results

46. How interested are we?
46
The click
The
Landing page
The
Conversion
Potential
Interest

47. -57% !!!
Where do they drop off?

48. 48

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50. 50

51. 51

52. 52

53. Where’s the love?
53
Have you hugged
your form today?

54. 54
Let’s do some
Eyetracking?

55. How come it works?
1.We only have sharp vision in 1% of the
visionary field
2.We can see what happens “when
nothing happens”
55

56. To slide or not to slide - that’s the question

57. How hard can it be?

58. Sälj grej med tjej

59. Bart Schutz
Wheel of
Persuasion
Roger Dooley
Author of
“Brainfluence”
Peep Laja
Conversion XL
Michael Aagard
Content Verve

60. Bart Schutz
Wheel of
Persuasion
Roger Dooley
Author of
“Brainfluence”
Peep Laja
Conversion XL
Michael Aagard
Content Verve

61. conversionista.se/sitevision
@conversionista