1
The psychology of
highly converting
websites
2
Joel Hauer
@JoelAmigoHauer
ThunderMetric & WeCo
23.04.14 | thundermetric.com
3
The bounce rate Is higher
than I’d like it to be!
4
My PPC campaigns are
ineffective!
5
i don’t think i’m hitting
average conversion rates
for my industry!
6
what’s wrong with
this site?
7
Most pages have
30-60 links to
various parts of
the website
8
we’re
addicted
to choice
9
completing a single
business-driven
objective.
1. It's sexy (and on target)
!
2. Validated by great companies
!
3. Value prop answers ‘what is
it?’ and ‘why should I car...
make the brain
light up instantly!
12
psychology design
Social Proof
Loss Aversion
Anchoring
Foot-in-the-Door
Encapsulation

Contrast & color
Directional cue...
13
social proof
14
reviews
1. Google reviews
(ppc)
2. on the landing page
Variation
!
34% increase in
sales
VariationOriginal
more than social
proof
This is the social
proof GOLD for
B2B businesses.
!
Make sure it stays
up to date and
represents yo...
19
loss aversion
f.o.m.o
adding enough time
pressure
Example: iBood.com	

One of the easiest tricks of
the book. Deals or offerings
that are limite...
adding enough time
pressure
Urgency can be blocked

by your customers’ minds

if you don’t give them
specific instructions...
23
anchoring
discount by showing
the original price
=
Refers to discounting, bonus’s
and new bundled offers.
!
Zappos have also
experim...
25
foot in the door
ask for something
little
A like or a tweet may seem
like a simple act but it does
something greater.
!
!
It primes a custo...
ask for something
little
This is where ‘lead
nurturing’ comes into play.
!
Build your relationship with
prospects slowly o...
28
psychology design
Social Proof
Loss Aversion
Anchoring
Foot-in-the-Door
Encapsulation

Contrast & color
Directional cue...
encapsulation
encapsulation
Encapsulation refers to
the use of a container to
highlight what’s inside.
i dare you to click
anything but the moon
Make it jump off the
page.
!
Use a single colour
(with a variety of
tones) for your entire
landing page – except
for the C...
colour
studies
Directional cues
Guides a users eye to the
desired action.
Directional cues
Arrows let you say,
“Ignore everything else
and pay attention to this
please.”
!
Why?
Pathways are
repres...
Your eye automatically
follows the direction
of the arrow which
suggests further
suggests what action
to take
Directional ...
Watch out as arrows
that are confusing
actually reduce
conversions.
Directional cues
white space
removing the clutter
can focus someone’s
attention on what
matters most.
white space
Bonus round: Copywriting
The headline
The subheading
Introductory paragraph
Benefits/feature bullet points
The form header...
Use AIDA (Attention,
Interest, Desire, Action)
to tell a story that leads
through your page to a
CTA
Attention, Interest, ...
need better landing page copy?
our crafty copywriters help transform hundreds
of sites just like yours, instantly. Just ha...
HEADLINE: a clear relevant message
conveying the value of the offer
Formula 1
The Only Way to [Do Something Desirable] Wit...
Submit >
No More ‘Submit’ >
The all important cta
What is my prospect’s
motivation for clicking this
button?
!
What is my prospect going to
get, when ...
benefits statement
1. List all of your product’s features.
Narrowed down to the features that are
most likely to hook your...
persuasive copy
You Free Because Instantly New
Because these 5 new words will instantly
help you, for free!
Sign up for
yo...
recap: process
No More ‘Submit’ >
52
don’t forget my details
Joel Hauer
@JoelAmigoHauer
ThunderMetric & WeCo
23.04.14 | thundermetric.com
53
QUESTIONS?
and possibly some answers too
We’ll put these slides up on Slide Share in the
next 48 hours
!
For upcoming c...
What Is A Good Conversion Rate?
Conversion Rate Optimisation Psychology
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Conversion Rate Optimisation Psychology

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Understanding the psychology of highly converting websites is incredibly important in order to grab attention and build your brand online.

With 3 seconds to convince someone to stay, read and understand what you have, is not enough to consume paragraphs of information, thats why the Psychological triggers are very important.

Find our top secrets to reducing your bounce rate, and smashing your ROI goals with supreme conversion rates!

Published in: Marketing, Technology, Business
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Conversion Rate Optimisation Psychology

  1. 1. 1 The psychology of highly converting websites
  2. 2. 2 Joel Hauer @JoelAmigoHauer ThunderMetric & WeCo 23.04.14 | thundermetric.com
  3. 3. 3 The bounce rate Is higher than I’d like it to be!
  4. 4. 4 My PPC campaigns are ineffective!
  5. 5. 5 i don’t think i’m hitting average conversion rates for my industry!
  6. 6. 6 what’s wrong with this site?
  7. 7. 7 Most pages have 30-60 links to various parts of the website
  8. 8. 8 we’re addicted to choice
  9. 9. 9 completing a single business-driven objective.
  10. 10. 1. It's sexy (and on target) ! 2. Validated by great companies ! 3. Value prop answers ‘what is it?’ and ‘why should I care?’ ! 4. Engaging, relevant and demographically appropriate testimonials with images. ! 5. CTA is low risk, and subtext reduces perceived risk
  11. 11. make the brain light up instantly!
  12. 12. 12 psychology design Social Proof Loss Aversion Anchoring Foot-in-the-Door Encapsulation
 Contrast & color Directional cues White space
  13. 13. 13 social proof
  14. 14. 14 reviews
  15. 15. 1. Google reviews (ppc)
  16. 16. 2. on the landing page
  17. 17. Variation ! 34% increase in sales VariationOriginal
  18. 18. more than social proof This is the social proof GOLD for B2B businesses. ! Make sure it stays up to date and represents your defined personas.
  19. 19. 19 loss aversion
  20. 20. f.o.m.o
  21. 21. adding enough time pressure Example: iBood.com One of the easiest tricks of the book. Deals or offerings that are limited in time. iBood has 1 offer available per day.Take it or leave it.
  22. 22. adding enough time pressure Urgency can be blocked
 by your customers’ minds
 if you don’t give them specific instructions on how to solve the problem.
  23. 23. 23 anchoring
  24. 24. discount by showing the original price = Refers to discounting, bonus’s and new bundled offers. ! Zappos have also experimented with ‘surprise shipping upgrades’. ! Try the concept of surprise and delight to gain further customer loyalty after the sale
  25. 25. 25 foot in the door
  26. 26. ask for something little A like or a tweet may seem like a simple act but it does something greater. ! ! It primes a customer for engagement on a deeper level at a later stage
  27. 27. ask for something little This is where ‘lead nurturing’ comes into play. ! Build your relationship with prospects slowly over time. ! Average consumer takes 7 marketing touch points to convert.
  28. 28. 28 psychology design Social Proof Loss Aversion Anchoring Foot-in-the-Door Encapsulation
 Contrast & color Directional cues White space
  29. 29. encapsulation
  30. 30. encapsulation Encapsulation refers to the use of a container to highlight what’s inside.
  31. 31. i dare you to click anything but the moon
  32. 32. Make it jump off the page. ! Use a single colour (with a variety of tones) for your entire landing page – except for the CTA. contrast and colour
  33. 33. colour studies
  34. 34. Directional cues Guides a users eye to the desired action.
  35. 35. Directional cues Arrows let you say, “Ignore everything else and pay attention to this please.” ! Why? Pathways are representations of real- world wayfinding avenues that trigger our brains into thinking we need to follow them http://try.convertthemes.com/saas-trial-v01/
  36. 36. Your eye automatically follows the direction of the arrow which suggests further suggests what action to take Directional cues
  37. 37. Watch out as arrows that are confusing actually reduce conversions. Directional cues
  38. 38. white space removing the clutter can focus someone’s attention on what matters most.
  39. 39. white space
  40. 40. Bonus round: Copywriting The headline The subheading Introductory paragraph Benefits/feature bullet points The form header Call-to-action copy Privacy statements Testimonials
  41. 41. Use AIDA (Attention, Interest, Desire, Action) to tell a story that leads through your page to a CTA Attention, Interest, Desire, Action
  42. 42. need better landing page copy? our crafty copywriters help transform hundreds of sites just like yours, instantly. Just have a look.
  43. 43. HEADLINE: a clear relevant message conveying the value of the offer Formula 1 The Only Way to [Do Something Desirable] Without [Doing Something Undesirable] ! Formula 2 [Do Something Hard] in [Period of Time] or [Promise] ! Formula 3 [Do Something Desirable] Like [an Expert] Without [Something Expected & Undesirable]
  44. 44. Submit >
  45. 45. No More ‘Submit’ >
  46. 46. The all important cta What is my prospect’s motivation for clicking this button? ! What is my prospect going to get, when he/she clicks this button?
  47. 47. benefits statement 1. List all of your product’s features. Narrowed down to the features that are most likely to hook your prospect ! 2. Examine what each feature does, or why you’ve included it ! 3. Take your list of what your features do and ask yourself how they connect with your prospect’s true desires ! 4. To get to the bottom of each feature’s true benefit, keep asking the question “What does this mean for your prospect on an emotional level?”
  48. 48. persuasive copy You Free Because Instantly New Because these 5 new words will instantly help you, for free! Sign up for your 30 day trial ! Also try, ‘My’ Free trial Free eBook Free Chocolate Trusted by over 50,000 customers like you, because of our 99.9999% up time. Instantly download this free eBook Used to establish freshness and encourage early adopters
  49. 49. recap: process
  50. 50. No More ‘Submit’ >
  51. 51. 52 don’t forget my details Joel Hauer @JoelAmigoHauer ThunderMetric & WeCo 23.04.14 | thundermetric.com
  52. 52. 53 QUESTIONS? and possibly some answers too We’ll put these slides up on Slide Share in the next 48 hours ! For upcoming classes visit www.weco.com.au
  53. 53. What Is A Good Conversion Rate?

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