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
$/£
Websi...
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
Q...
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 thin...
Margin
Focus - zoom
Fringe
Perceptual blindness
• Not being able to see something that is in plain sight.
– Either because you have no internal refer...
John Ridley Stroop effect
Measuring reaction time
Say the colour of the squaresSay the colour of the letters
GreenPurpleBr...
1935 Stroop test results
3.5 more time when there is a conflicting stimuli
The mind reads the word “purple” and associates...
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...
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 t...
Controlling attention through the script
Manage the eye flow
Getting your story
read in the right order
Product position s...
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…
CRO: It's All Psychological - Ivan Imhoff. House of Kaizen
CRO: It's All Psychological - Ivan Imhoff. House of Kaizen
CRO: It's All Psychological - Ivan Imhoff. House of Kaizen
CRO: It's All Psychological - Ivan Imhoff. House of Kaizen
CRO: It's All Psychological - Ivan Imhoff. House of Kaizen
CRO: It's All Psychological - Ivan Imhoff. House of Kaizen
CRO: It's All Psychological - Ivan Imhoff. House of Kaizen
CRO: It's All Psychological - Ivan Imhoff. House of Kaizen
CRO: It's All Psychological - Ivan Imhoff. House of Kaizen
CRO: It's All Psychological - Ivan Imhoff. House of Kaizen
CRO: It's All Psychological - Ivan Imhoff. House of Kaizen
CRO: It's All Psychological - Ivan Imhoff. House of Kaizen
CRO: It's All Psychological - Ivan Imhoff. House of Kaizen
CRO: It's All Psychological - Ivan Imhoff. House of Kaizen
CRO: It's All Psychological - Ivan Imhoff. House of Kaizen
CRO: It's All Psychological - Ivan Imhoff. House of Kaizen
CRO: It's All Psychological - Ivan Imhoff. House of Kaizen
CRO: It's All Psychological - Ivan Imhoff. House of Kaizen
CRO: It's All Psychological - Ivan Imhoff. House of Kaizen
CRO: It's All Psychological - Ivan Imhoff. House of Kaizen
CRO: It's All Psychological - Ivan Imhoff. House of Kaizen
CRO: It's All Psychological - Ivan Imhoff. House of Kaizen
CRO: It's All Psychological - Ivan Imhoff. House of Kaizen
CRO: It's All Psychological - Ivan Imhoff. House of Kaizen
CRO: It's All Psychological - Ivan Imhoff. House of Kaizen
CRO: It's All Psychological - Ivan Imhoff. House of Kaizen
CRO: It's All Psychological - Ivan Imhoff. House of Kaizen
CRO: It's All Psychological - Ivan Imhoff. House of Kaizen
CRO: It's All Psychological - Ivan Imhoff. House of Kaizen
CRO: It's All Psychological - Ivan Imhoff. House of Kaizen
CRO: It's All Psychological - Ivan Imhoff. House of Kaizen
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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

    1. 1. Ivan Imhoff Director The human side of conversion optimization
    2. 2. What we do?
    3. 3. Digital Marketing Costs Sales – Offline - Salaries Costs Social Media Costs SEO / Content Costs Cart Product C/O $/£ Website Cart Product C/O $/£ Conversion Optimisation £ ££
    4. 4. What is conversion optimisation?
    5. 5. AD LP SITE FORM $ LP+Website+C/O 10%90% The Ad PPC Display Affiliate Email SEO Social Conversion Revenue Sales Transactions
    6. 6. Traffic source Control Treatment conversion 1.5% 2.1% conversion Control Variation
    7. 7. Real world definition Web page ability to get visitors to complete a specific action
    8. 8. What’s in it for me?
    9. 9. Value Tangible attributes Visual quantifiers Added Incentives Unique differentiatorsPersonal benefits Emotional benefits Quantifiable definition Value benchmarks
    10. 10. Cost Price Perceived effort Perceived risk
    11. 11. + - Value fulcrum Perceived Benefit Perceived Effort What’s in it for me?
    12. 12. Understanding human function
    13. 13. Visual perception Culture Experience What you see Education Interpretation process
    14. 14. What do you perceive?
    15. 15. 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
    16. 16. Margin Focus - zoom Fringe
    17. 17. 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.
    18. 18. John Ridley Stroop effect Measuring reaction time Say the colour of the squaresSay the colour of the letters GreenPurpleBrownRedBlue
    19. 19. 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
    20. 20. Lets play a game...
    21. 21. ... Lets keep playing
    22. 22. Reflex decision
    23. 23. How we solve problems
    24. 24. 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”
    25. 25. Experts Novices Network representation schema of an inclined plane
    26. 26. What is risk?
    27. 27. = 69% = 31% Free => Risk => Fear Consumers are irrational 15¢1¢ = 27% = 73% Free 14¢
    28. 28. Thought sequence and script
    29. 29. 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
    30. 30. 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
    31. 31. Direction
    32. 32. Direction
    33. 33. Example: Position the visitor
    34. 34. Example: Give me value
    35. 35. Example: fully managed story
    36. 36. Over 40% swing in conversion
    37. 37. Example: Recomposition
    38. 38. Expected increase in price searches: 25% to 40%
    39. 39. Thanks for putting up with me…

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