10-Minute Psychology Primer to Boost Your
CRO/LPO Testing Results
Presented by: Josh Braaten (@jlbraaten)
Search Snippets ...
Emotion Beats Logic: The best website visits are
emotional experiences, not rational encounters.
UK-based Institute of Pra...
The Reservoir of Goodwill: Website experiences
affect conversion rates and success bit by bit.

Every interaction with you...
Web Analytics Analysis: Find the top conversion
paths and find where the reservoir is leaking.

What’s wrong with this pic...
Develop and Test: Create hypotheses using
psychological factors, then develop testing plans.
Conversion rate psychology
fa...
Can Your Users Do It? Use quantitative tools to find
blockages, qualitative tools to understand them.

Tools can help iden...
Will Your Users Do It? Experiment with the many
age-old factors of influence and persuasion.

•Liking
•Social Proof
•Attra...
Additional Reading:
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Psicología persuasiva aplicada a la publicidad online

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Key points de psicología persuasiva aplicada al testeo de webs y publicidad online

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Psicología persuasiva aplicada a la publicidad online

  1. 1. 10-Minute Psychology Primer to Boost Your CRO/LPO Testing Results Presented by: Josh Braaten (@jlbraaten) Search Snippets – July 26, 2012
  2. 2. Emotion Beats Logic: The best website visits are emotional experiences, not rational encounters. UK-based Institute of Practitioners in Advertising (IPA): •“Campaigns with purely emotional content performed about twice as well” (31% vs. 16%) •“…those that were purely emotional did better than those that mixed emotional and rationale.” (31% vs. 26%) - Brainfluence, by Roger Dooley
  3. 3. The Reservoir of Goodwill: Website experiences affect conversion rates and success bit by bit. Every interaction with your website can fill or drain the reservoir. When it’s empty, you’ve lost your conversion. Image source: flickr
  4. 4. Web Analytics Analysis: Find the top conversion paths and find where the reservoir is leaking. What’s wrong with this picture?
  5. 5. Develop and Test: Create hypotheses using psychological factors, then develop testing plans. Conversion rate psychology factors fall into two categories: 1. “Can do” = factors that influence a visitor’s ability to complete a task 2. “Will do” = factors that influence a visitor's willingness to complete a task - Neuro Web Design, Susan Weinschenk
  6. 6. Can Your Users Do It? Use quantitative tools to find blockages, qualitative tools to understand them. Tools can help identify barriers to task completion and user satisfaction.
  7. 7. Will Your Users Do It? Experiment with the many age-old factors of influence and persuasion. •Liking •Social Proof •Attractiveness •Reciprocity •Urgency •Authority •Scarcity •Authority •Trust •Sex
  8. 8. Additional Reading:

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