CRO: It's All Psychological - Ivan Imhoff. House of KaizenPresentation Transcript
The human side of
What we do?
Digital Marketing Costs
Sales – Offline - Salaries Costs
Social Media Costs
SEO / Content Costs
What is conversion optimisation?
AD LP SITE FORM $
conversion 1.5% 2.1% conversion
Real world definition
Web page ability to get visitors
to complete a specific action
What’s in it for me?
Unique differentiatorsPersonal benefits
What’s in it for me?
Understanding human function
What you see
What do you perceive?
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
Focus - zoom
• 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
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.
Lets play a game...
... Lets keep playing
How we solve problems
Experts Vs. Novices
Base Knowledge and
thought of literal features
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”
Network representation schema of an inclined plane
What is risk?
= 69% = 31%
Free => Risk => Fear
Consumers are irrational
15¢1¢ = 27% = 73%
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