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CRO: It's All Psychological - Ivan Imhoff. House of Kaizen
 

CRO: It's All Psychological - Ivan Imhoff. House of Kaizen

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  • What is perceived is the product of past experience combined with the interpretation of what is seen in addition to components of education, culture and knowledge.
  • It is the taking possession by the mind, in clear and vivid form, of one out of what seem several simultaneously possible objects or trains of thought. Focalization, concentration, of consciousness are of its essence. It implies withdrawal from some things in order to deal effectively with others
  • is the phenomenon of not being able to perceive things that are in plain sight. This can be a result of having no internal frame of reference to perceive the unseen objects, or it can be the result of the mental focus or attention which cause mental distractions. The phenomenon is due to how our minds see and process information. Closely related to the subject of change blindness, it is an observed phenomenon of the inability to perceive features in a visual scene when the observer is not attending to them. That is to say that humans have a limited capacity for attention which thus limits the amount of information processed at any particular time. Any otherwise salient feature within the visual field will not be observed if not processed by attention.
  • is the phenomenon of not being able to perceive things that are in plain sight. This can be a result of having no internal frame of reference to perceive the unseen objects, or it can be the result of the mental focus or attention which cause mental distractions. The phenomenon is due to how our minds see and process information. Closely related to the subject of change blindness, it is an observed phenomenon of the inability to perceive features in a visual scene when the observer is not attending to them. That is to say that humans have a limited capacity for attention which thus limits the amount of information processed at any particular time. Any otherwise salient feature within the visual field will not be observed if not processed by attention.
  • Mapping out eye flow and control thought sequence

CRO: It's All Psychological - Ivan Imhoff. House of Kaizen CRO: It's All Psychological - Ivan Imhoff. House of Kaizen Presentation Transcript

  • Ivan Imhoff Director The human side of conversion optimization
  • What we do?
  • Digital Marketing Costs Sales – Offline - Salaries Costs Social Media Costs SEO / Content Costs Cart Product C/O $/£ Website Cart Product C/O $/£ Conversion Optimisation £ ££
  • What is conversion optimisation?
  • AD LP SITE FORM $ LP+Website+C/O 10%90% The Ad PPC Display Affiliate Email SEO Social Conversion Revenue Sales Transactions
  • Traffic source Control Treatment conversion 1.5% 2.1% conversion Control Variation
  • Real world definition Web page ability to get visitors to complete a specific action
  • What’s in it for me?
  • Value Tangible attributes Visual quantifiers Added Incentives Unique differentiatorsPersonal benefits Emotional benefits Quantifiable definition Value benchmarks
  • Cost Price Perceived effort Perceived risk
  • + - Value fulcrum Perceived Benefit Perceived Effort What’s in it for me?
  • Understanding human function
  • Visual perception Culture Experience What you see Education Interpretation process
  • What do you perceive?
  • Attention Attention is the process of selectively concentrating on one aspect of the environment while ignoring other things. Allocation of limited processing resources. Attention is selective
  • Margin Focus - zoom Fringe
  • Perceptual blindness • Not being able to see something that is in plain sight. – Either because you have no internal reference to see the unseen object – Mental, the attention is focused elsewhere • We do not see things that we do not attend to. • Any otherwise salient feature within the visual field will not be observed if not processed by attention.
  • John Ridley Stroop effect Measuring reaction time Say the colour of the squaresSay the colour of the letters GreenPurpleBrownRedBlue
  • 1935 Stroop test results 3.5 more time when there is a conflicting stimuli The mind reads the word “purple” and associates the colour “Purple”, then needs to override it to identify the actual colour. Purple
  • Lets play a game...
  • ... Lets keep playing
  • Reflex decision
  • How we solve problems
  • Experts Vs. Novices Shallow thought Base Knowledge and thought of literal features Deep thought Base knowledge and thought on key underlying principles This means that Experts versus Novices talk about, sort and structure knowledge, experience and information very differently to each another At the University of Pittsburgh, in 1981 a series of cognitive studies were done entitled: “Categorizations and representations of physics models by Experts and Novices”
  • Experts Novices Network representation schema of an inclined plane
  • What is risk?
  • = 69% = 31% Free => Risk => Fear Consumers are irrational 15¢1¢ = 27% = 73% Free 14¢
  • Thought sequence and script
  • Every web page is a script The start of the story: Primary goal Heading and sub heading Position the visitor: you are at the right place Define the product: define product values & key benefits Define the action: What is expected ... Every page is a story that has an order … Content sequence is a dialogue with the visitor 1- Value proposition: quantifiable and tangible 2- Address the visitors anxieties: address fears and doubts
  • Controlling attention through the script Manage the eye flow Getting your story read in the right order Product position statement Heading explanation and context subheading placed here Distinguishing features and unique product specifications to frame the product features that sets it apart - Factual point one here - Quantifiable point two here - Benefit goes here Benchmark to generic products is established in this section as tertiary component - Benchmark report - Industry standards - Customer reviews
  • Direction
  • Direction
  • Example: Position the visitor
  • Example: Give me value
  • Example: fully managed story
  • Over 40% swing in conversion
  • Example: Recomposition
  • Expected increase in price searches: 25% to 40%
  • Thanks for putting up with me…