Conversion Rate Optimisation
 
Agenda How do we attract web visitors? What is CRO? How do we conduct CRO?
How do we attract web visitors?
Attracting visitors Traditional marketing Online Display Email Marketing Social Media Search Engine Marketing
What is SEM? Paid Search PPC= 30% PPC SEO= 70%
87% of web users access information via search engines
 
SEO - a form of Voodoo?
 
 
How Google works Search Results Page   (SERP) “ northern film festival” Google   Algorithms   Index
Keyphrase Analysis and Selection Natural/Organic Search Engine Optimisation (SEO) Pay per Click (PPC) Maximum ROI 2. Index...
Keywords & Segmentation
Prioritising Keyphrases Priority Example Primary Cheap phone bills Secondary Phone bill savings Tertiary Reduce phone bill...
 
 
Sergey Brin & Larry Page
 
Google’s spiders index site  and  links
 
http://www.youtube.com/watch?v=BNHR6IQJGZs So, how does Google decide which sites list where?
Not yet...
Tension <ul><li>What  we  want them to do </li></ul>What  they   want to do
Wasted effort?
<ul><li>98% </li></ul>
Conversion Rate Optimisation “ In internet marketing, conversion optimization, or conversion rate optimization is the meth...
Conversion Rate Optimisation Improve ROI of your PPC, SEO, Display Advertising, Social Media traffic...
Conversion Rate Optimisation <ul><li>Align website to Business Objectives </li></ul><ul><li>Design Conversion Funnels </li...
1. Align your website  to your  Business Objectives
What are we trying to achieve?
MWAs ...and Micro-conversions
What role does your site play?
Who are we targeting? What do they want?
The Purchase Process Satisfied Evaluate options Decide to Buy Search  for  Information Recognise  a need
The search journey ‘ Browsing ’ ‘ Researching ’ ‘ Completing ’ “ Theatres” 380,000 Searches “ Theatres Manchester” 7500 Se...
2. Design  Conversion Funnels
Design Conversion Funnels
We need to do 3 things... 1. Get their Attention 2. Keep them Engaged 3. Call them to Action
Landing Pages
Every page is a ‘Landing Page’
“ A great offer will do better than any amount of creative ideas...” <ul><li>Drayton Bird </li></ul>
3. Generate Test Hypotheses
The Scientific Method <ul><li>Ask a Question </li></ul><ul><li>Do Background Research </li></ul><ul><li>Construct a Hypoth...
Analytics tells us where to start
PC = 2621 PI = 421 PC = 98 PI = 564 PC = 68 PI = 477 PC = 70 PI = 470 PC = 65 PI = 447 PC = 436 PI = 2548 PC = 98 PI = 576...
Repair before your Optimise
Usability Testing
4. Continuous Process Improvement
 
Chaos Control <ul><li>Trials </li></ul><ul><li>Diversity </li></ul><ul><li>Speed </li></ul><ul><li>Goals </li></ul><ul><li...
2003-4
2010
 
Testing the variations
40%  increase  in  phone conversions
Version A 39.3% more 20 - 30 year olds A B
Version B 33% clicked ‘Take Debt Analyser’ A B
Version A 19% reduction homepage abandons A B
A CRO “Production Line” Analyse Data Funnel Design Testing
 
Conversion Rate Optimisation
What are we  really  selling?
Radio W.I.I.F.M
Value Proposition for Personas
Keyphrase Analysis and Selection Natural/Organic Search Engine Optimisation (SEO) Pay per Click (PPC) Maximum ROI 2. Index...
Keywords & Segmentation
The Purchase Process Satisfied Evaluate options Decide to Buy Search  for  Information Recognise  a need
The search journey ‘ Browsing ’ ‘ Researching ’ ‘ Completing ’ “ Theatres” 380,000 Searches “ Theatres Manchester” 7500 Se...
The Awareness Ladder
Every page is a ‘Landing Page’
What do we want our site to achieve?
MWAs ...and Micro-conversions
MWAs and Micro-conversions Optimise your PPC, SEO, Display Advertising, Social Media traffic...
Conversion Planning Describe your  MWAs ? What are your  micro-conversions ?
Choosing what to measure
Important metrics? What’s your conversion rate? What’s your Dwell Time? Page Views? Bounce Rate? http://www.google.com/sup...
Continual Process Improvement
 
Chaos Control <ul><li>Trials </li></ul><ul><li>Diversity </li></ul><ul><li>Speed </li></ul><ul><li>Goals </li></ul><ul><li...
2003-4
2010
A Method is more useful than tips...
PHAME Identify a PROBLEM Formulate a HYPOTHESIS Propose an ACTION Agree the METRICS Run the EXPERIMENT
Eisenberg/Future Now Uncovery Wireframing Storyboarding Prototyping Development Optimisation “ Persuasion Architecture”
Section Summary 1. Small changes can make a big difference 2. Sustaining success needs a System 3. Be clear about your Goa...
Stage 1: Research
What should you improve? Everything!
Where do you start?!
Where do you start? Fix the  BIG  things first
Analytics tells us where to start
PC = 2621 PI = 421 PC = 98 PI = 564 PC = 68 PI = 477 PC = 70 PI = 470 PC = 65 PI = 447 PC = 436 PI = 2548 PC = 98 PI = 576...
The Scientific Method (6 Steps) <ul><li>Ask a Question </li></ul><ul><li>Do Background Research </li></ul><ul><li>Construc...
Repair before your Optimise
How people  really  use your  website(s) Are they confused?
Are they confused?
Are they confused? A volunteer please…
The Curse of Knowledge
We assume others see the same as we do
 
How do we ‘listen to visitors’ List as many ways you can think of...
 
Usability Testing
http://www.youtube.com/watch?v=QckIzHC99Xc
Online Research Tools <ul><li>Fivesecondtest </li></ul><ul><li>What Users Do </li></ul><ul><li>Feedback Army </li></ul><ul...
Other Survey Tools... <ul><li>Google Talk Chatback </li></ul><ul><li>Survey Monkey </li></ul><ul><li>4qsurv ey.com </li></...
What are your BIG areas? Where do  you  think are the BIG areas? Would your web visitors agree?
Stage 2: Solutions
<ul><li>Small changes  </li></ul><ul><li>can  make a   </li></ul><ul><li>BIG  </li></ul><ul><li>difference </li></ul>
 
 
 
 
Develop variations
 
Affordable Wireframing <ul><li>Slickplan.com </li></ul><ul><li>Gomockingbird.com </li></ul><ul><li>Hotgloo   </li></ul><ul...
Stage 3: Testing
Testing the variations 23 http://www.youtube.com/watch?v=XJT9TCqzw4U
40%  increase  in  phone conversions
Version A 39.3% more 20 - 30 year olds A B
Version B 33% clicked ‘Take Debt Analyser’ A B
Version A 19% reduction homepage abandons A B
 
Improving the  wrong  things!?
Stage 4: Review
Analyse the results
R.O.I.
The Reality of R.O.I. Investment Expected Return
The R.O.I. Equation ROI  =  (Gain from Investment - Cost of Investment)   ____________________________________   Cost of I...
Section Summary 1. Be clear about where to start 2. Fix the ‘Big Areas’ first 3. Test your solutions/variations in an obje...
Usability  is  not   enough
A web designer’s view A B
The Usability Perspective A B The How or ‘Usability’ Level of Effort
Usability is not enough A B The Why or ‘Persuasion’ Motivation
Persuading Web Visitors What is meant by being persuasive?
Persuading Web Visitors persuasive  - intended or having the power to induce action or belief persuade  - To successfully ...
We need to do 3 things... 1. Get their Attention 2. Keep them Engaged 3. Call them to Action
Landing Pages
“ A great offer will do better than any amount of creative ideas...” <ul><li>Drayton Bird </li></ul>
The Appliance of Social Science
Man, the rational thinker...
The theory of evolution Charles Darwin, 1809 - 82
Out of Africa theory
Social Psychology
Social proof
 
The power of the ‘normative middle’
Power of the normative middle What do  “other people” do?
 
Customer testimonials
Reciprocation
Christmas Cards to strangers Kent and Wolkott 1976
Encourage Reciprocation
 
Remember to ask for the reciprocal action
Commitment
Public commitments
Encourage completeness
 
Authority
84
Credibility & Authority
Awards
Liking
We respond to people ‘we’ know
Strengthen feelings of ‘kinship’
Scarcity
Scarcity
Scarcity 275
Time Limited Events
Section Summary 1. Human beings have evolved from Africa 2. Our behaviour makes sense in an evolutionary perspective 3. Un...
Group Exercise
What can you learn from Social Media? From a Psychology perspective, why is Social Media so ‘persuasive’ Discuss your thou...
Social Proof Initiation Public Commitment Membership of a Group Social Support Self and Identity Role Models Fun/enjoyable...
 
Enhance Social Status: ‘Points’
Why is Facebook persuasive? Phase 1: Discovery Learn about service (via friends) Visit site Phase 2: Superficial Involveme...
The Appliance of Cognitive Science
 
 
 
You have 3 brains
 
 
Expensive = Good
We think in metaphors <ul><li>Metaphor A person is a like a machine and fragile </li></ul><ul><li>Ideas are food and can b...
Brands as a metaphor?
What’s your metaphor? Choose a metaphor for your organisation Does that match your website?
We pattern match
We pattern match Conventions are your friend
Copying Amazon  & doubling conversions
 
Seeing patterns in data?
Groupthink
Priming
Anchoring http://www.youtube.com/watch?v=0dMao4gHYfg
Identity & Decisions Consequence Model Identity Model Prof. James March, Stanford University
Meet Helen 28 – 38 Midlands, North East Works part-time 2 young children Partner works full-time Has broadband connection,...
Meet Helen 28 – 38 Midlands, North East Works part-time 2 young children Partner works full-time Has broadband connection,...
Lecturer A:  Friendly, bright, kind, humorous
Lecturer A:  Assertive, bright, kind, humorous
First & last is best...
Everything is relative 58
Everything is relative
Comparative Prices
115
 
Provide context before details First you sort the items into like categories. Using color for sorting is common, but you c...
How do I feel about that?
Emotional Response Images to generate an...
Faces are especially powerful
 
Risk vs Reward Easy to trigger the fear response...
The Brain’s Sentry
Loss Aversion
Risk Reduction: Guarantees
Lower perceived  Risk <ul><li>Try it now, risk free </li></ul><ul><li>Take it and if you don’t like it, send it back </li>...
Point of Action Re-assurance
Privacy & other policies
Credible design
Attention to Detail
Depth and recency of info
FAQs
Ah, but you’ll say... 1. I could have told you that - it's obvious! 2. No, in my experience  that's not true  - people don...
We don’t  even   know ourselves
The Confidence Illusion We all think we’re above average: Drivers Leaders Creatives Teachers Lovers
Section Summary 1. Cognitive Psychology is useful in understanding Decision Making 2. We take many ‘Mental Shortcuts’ 3. E...
The importance of Visual Design
The importance of Vision
Don’t read but scan
A couple of videos for you http://viscog.beckman.illinois.edu/grafs/demos/15.html http://www.youtube.com/watch?v=voAntzB7E...
Upcoming SlideShare
Loading in...5
×

Conversion Rate Optimisation Presentation

787

Published on

The slides from our brilliant seminar on June 14th covered SEO and CRO with guest speaker Andrew Gordon.

Published in: Education
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
787
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
14
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide
  • obvious and self-explanatory 3 questions – where am I? What can I do here? What do I do next?
  • What judgment do you use to make decisions? Do you just guess, is it on hunches, based on what a few people tell you? Because you say so? Key Objectives to Measure • Increase awareness and reach of Wofford online • Showcase student life &amp; the authencity of the Wofford experience • Engage visitors with relevant content • Drive repeat visitors • Increase applications (online and off) • Increase campus visits
  • Traditional lab based user testing Task based sessions Live interaction with users Your target audience Very granular feedback Speak aloud protocol Eyetracking data Picture in Picture recording Viewing facilities Understand user behaviour Identify the ’pain points’
  • What judgment do you use to make decisions? Do you just guess, is it on hunches, based on what a few people tell you? Because you say so? Key Objectives to Measure • Increase awareness and reach of Wofford online • Showcase student life &amp; the authencity of the Wofford experience • Engage visitors with relevant content • Drive repeat visitors • Increase applications (online and off) • Increase campus visits
  • What judgment do you use to make decisions? Do you just guess, is it on hunches, based on what a few people tell you? Because you say so? Key Objectives to Measure • Increase awareness and reach of Wofford online • Showcase student life &amp; the authencity of the Wofford experience • Engage visitors with relevant content • Drive repeat visitors • Increase applications (online and off) • Increase campus visits
  • 1,2 and 3 have specialised offerings that do not cross over (although research may make use of both 1) and 2) as well as having its own specialist offering. 4 and 5 make use of anything from 1,2 and 3 to gather information and hard data – it is the deliverables that change.
  • Traditional lab based user testing Task based sessions Live interaction with users Your target audience Very granular feedback Speak aloud protocol Eyetracking data Picture in Picture recording Viewing facilities Understand user behaviour Identify the ’pain points’
  • Marketers want to be as popular as a £50 note to everyone!
  • Shoddy workmanship in your email campaign reflects poorly on your business Typos &amp; grammatical errors Getting the facts wrong Formatting problems Otherwise illegible (font size too small etc.) or unintelligible
  • Transcript of "Conversion Rate Optimisation Presentation"

    1. 1. Conversion Rate Optimisation
    2. 3. Agenda How do we attract web visitors? What is CRO? How do we conduct CRO?
    3. 4. How do we attract web visitors?
    4. 5. Attracting visitors Traditional marketing Online Display Email Marketing Social Media Search Engine Marketing
    5. 6. What is SEM? Paid Search PPC= 30% PPC SEO= 70%
    6. 7. 87% of web users access information via search engines
    7. 9. SEO - a form of Voodoo?
    8. 12. How Google works Search Results Page (SERP) “ northern film festival” Google Algorithms Index
    9. 13. Keyphrase Analysis and Selection Natural/Organic Search Engine Optimisation (SEO) Pay per Click (PPC) Maximum ROI 2. Index Content (Prepare submissions & make site spider-friendly) 3. Improve Rankings (Optimise page content) 4. Develop Link Partnerships (to channel traffic & maximise rankings) Carry Out Targeted PPC Campaigns (to capture specific search traffic) 1. Analyse Key Word Phrases (to maximise impact of Optimisation and PPC)
    10. 14. Keywords & Segmentation
    11. 15. Prioritising Keyphrases Priority Example Primary Cheap phone bills Secondary Phone bill savings Tertiary Reduce phone bill Lower phone bill Cut phone bills
    12. 18. Sergey Brin & Larry Page
    13. 20. Google’s spiders index site and links
    14. 22. http://www.youtube.com/watch?v=BNHR6IQJGZs So, how does Google decide which sites list where?
    15. 23. Not yet...
    16. 24. Tension <ul><li>What we want them to do </li></ul>What they want to do
    17. 25. Wasted effort?
    18. 26. <ul><li>98% </li></ul>
    19. 27. Conversion Rate Optimisation “ In internet marketing, conversion optimization, or conversion rate optimization is the method of creating an experience for a website with the goal of increasing the percentage of visitors that convert into customers. It is commonly referred to as CRO . ”
    20. 28. Conversion Rate Optimisation Improve ROI of your PPC, SEO, Display Advertising, Social Media traffic...
    21. 29. Conversion Rate Optimisation <ul><li>Align website to Business Objectives </li></ul><ul><li>Design Conversion Funnels </li></ul><ul><li>Generate Test Hypotheses </li></ul><ul><li>Continuous Process Improvement </li></ul>
    22. 30. 1. Align your website to your Business Objectives
    23. 31. What are we trying to achieve?
    24. 32. MWAs ...and Micro-conversions
    25. 33. What role does your site play?
    26. 34. Who are we targeting? What do they want?
    27. 35. The Purchase Process Satisfied Evaluate options Decide to Buy Search for Information Recognise a need
    28. 36. The search journey ‘ Browsing ’ ‘ Researching ’ ‘ Completing ’ “ Theatres” 380,000 Searches “ Theatres Manchester” 7500 Searches “ Buy Manchester theatre tickets” 500 Searches
    29. 37. 2. Design Conversion Funnels
    30. 38. Design Conversion Funnels
    31. 39. We need to do 3 things... 1. Get their Attention 2. Keep them Engaged 3. Call them to Action
    32. 40. Landing Pages
    33. 41. Every page is a ‘Landing Page’
    34. 42. “ A great offer will do better than any amount of creative ideas...” <ul><li>Drayton Bird </li></ul>
    35. 43. 3. Generate Test Hypotheses
    36. 44. The Scientific Method <ul><li>Ask a Question </li></ul><ul><li>Do Background Research </li></ul><ul><li>Construct a Hypothesis </li></ul><ul><li>Test Your Hypothesis by Doing an Experiment </li></ul><ul><li>Analyse Your Data and Draw a Conclusion </li></ul><ul><li>Communicate Your Results </li></ul>
    37. 45. Analytics tells us where to start
    38. 46. PC = 2621 PI = 421 PC = 98 PI = 564 PC = 68 PI = 477 PC = 70 PI = 470 PC = 65 PI = 447 PC = 436 PI = 2548 PC = 98 PI = 576 100% 98.1% 22.2% 21.8% 17.9% 17.8% 16.8% Drop-off 58 Drop-off 2310 Drop-off 12 Drop-off 117 Drop-off 5 Drop-off 28 3042 662 2984 545 540 512 674
    39. 47. Repair before your Optimise
    40. 48. Usability Testing
    41. 49. 4. Continuous Process Improvement
    42. 51. Chaos Control <ul><li>Trials </li></ul><ul><li>Diversity </li></ul><ul><li>Speed </li></ul><ul><li>Goals </li></ul><ul><li>Metrics </li></ul><ul><li>Results </li></ul><ul><li>Insights </li></ul><ul><li>Skills </li></ul><ul><li>Tools </li></ul><ul><li>Resources </li></ul>Evaluate Inspire
    43. 52. 2003-4
    44. 53. 2010
    45. 55. Testing the variations
    46. 56. 40% increase in phone conversions
    47. 57. Version A 39.3% more 20 - 30 year olds A B
    48. 58. Version B 33% clicked ‘Take Debt Analyser’ A B
    49. 59. Version A 19% reduction homepage abandons A B
    50. 60. A CRO “Production Line” Analyse Data Funnel Design Testing
    51. 62. Conversion Rate Optimisation
    52. 63. What are we really selling?
    53. 64. Radio W.I.I.F.M
    54. 65. Value Proposition for Personas
    55. 66. Keyphrase Analysis and Selection Natural/Organic Search Engine Optimisation (SEO) Pay per Click (PPC) Maximum ROI 2. Index Content (Prepare submissions & make site spider-friendly) 3. Improve Rankings (Optimise page content) 4. Develop Link Partnerships (to channel traffic & maximise rankings) Carry Out Targeted PPC Campaigns (to capture specific search traffic) 1. Analyse Key Word Phrases (to maximise impact of Optimisation and PPC)
    56. 67. Keywords & Segmentation
    57. 68. The Purchase Process Satisfied Evaluate options Decide to Buy Search for Information Recognise a need
    58. 69. The search journey ‘ Browsing ’ ‘ Researching ’ ‘ Completing ’ “ Theatres” 380,000 Searches “ Theatres Manchester” 7500 Searches “ Buy Manchester theatre tickets” 500 Searches
    59. 70. The Awareness Ladder
    60. 71. Every page is a ‘Landing Page’
    61. 72. What do we want our site to achieve?
    62. 73. MWAs ...and Micro-conversions
    63. 74. MWAs and Micro-conversions Optimise your PPC, SEO, Display Advertising, Social Media traffic...
    64. 75. Conversion Planning Describe your MWAs ? What are your micro-conversions ?
    65. 76. Choosing what to measure
    66. 77. Important metrics? What’s your conversion rate? What’s your Dwell Time? Page Views? Bounce Rate? http://www.google.com/support/conversionuniversity/bin/answer.py?hl=en&answer=77264
    67. 78. Continual Process Improvement
    68. 80. Chaos Control <ul><li>Trials </li></ul><ul><li>Diversity </li></ul><ul><li>Speed </li></ul><ul><li>Goals </li></ul><ul><li>Metrics </li></ul><ul><li>Results </li></ul><ul><li>Insights </li></ul><ul><li>Skills </li></ul><ul><li>Tools </li></ul><ul><li>Resources </li></ul>Evaluate Inspire
    69. 81. 2003-4
    70. 82. 2010
    71. 83. A Method is more useful than tips...
    72. 84. PHAME Identify a PROBLEM Formulate a HYPOTHESIS Propose an ACTION Agree the METRICS Run the EXPERIMENT
    73. 85. Eisenberg/Future Now Uncovery Wireframing Storyboarding Prototyping Development Optimisation “ Persuasion Architecture”
    74. 86. Section Summary 1. Small changes can make a big difference 2. Sustaining success needs a System 3. Be clear about your Goals 4. Develop a Continual Process Improvement Culture
    75. 87. Stage 1: Research
    76. 88. What should you improve? Everything!
    77. 89. Where do you start?!
    78. 90. Where do you start? Fix the BIG things first
    79. 91. Analytics tells us where to start
    80. 92. PC = 2621 PI = 421 PC = 98 PI = 564 PC = 68 PI = 477 PC = 70 PI = 470 PC = 65 PI = 447 PC = 436 PI = 2548 PC = 98 PI = 576 100% 98.1% 22.2% 21.8% 17.9% 17.8% 16.8% Drop-off 58 Drop-off 2310 Drop-off 12 Drop-off 117 Drop-off 5 Drop-off 28 3042 662 2984 545 540 512 674
    81. 93. The Scientific Method (6 Steps) <ul><li>Ask a Question </li></ul><ul><li>Do Background Research </li></ul><ul><li>Construct a Hypothesis </li></ul><ul><li>Test Your Hypothesis by Doing an Experiment </li></ul><ul><li>Analyse Your Data and Draw a Conclusion </li></ul><ul><li>Communicate Your Results </li></ul>
    82. 94. Repair before your Optimise
    83. 95. How people really use your website(s) Are they confused?
    84. 96. Are they confused?
    85. 97. Are they confused? A volunteer please…
    86. 98. The Curse of Knowledge
    87. 99. We assume others see the same as we do
    88. 101. How do we ‘listen to visitors’ List as many ways you can think of...
    89. 103. Usability Testing
    90. 104. http://www.youtube.com/watch?v=QckIzHC99Xc
    91. 105. Online Research Tools <ul><li>Fivesecondtest </li></ul><ul><li>What Users Do </li></ul><ul><li>Feedback Army </li></ul><ul><li>Notable App </li></ul><ul><li>Morae </li></ul><ul><li>Silverback </li></ul><ul><li>Google Internal Site Search </li></ul><ul><li>Ethnio </li></ul><ul><li>Clicktale </li></ul><ul><li>Use Apollo </li></ul>
    92. 106. Other Survey Tools... <ul><li>Google Talk Chatback </li></ul><ul><li>Survey Monkey </li></ul><ul><li>4qsurv ey.com </li></ul><ul><li>CrazyE gg </li></ul><ul><li>Usable </li></ul><ul><li>Kam plye </li></ul>
    93. 107. What are your BIG areas? Where do you think are the BIG areas? Would your web visitors agree?
    94. 108. Stage 2: Solutions
    95. 109. <ul><li>Small changes </li></ul><ul><li>can make a </li></ul><ul><li>BIG </li></ul><ul><li>difference </li></ul>
    96. 114. Develop variations
    97. 116. Affordable Wireframing <ul><li>Slickplan.com </li></ul><ul><li>Gomockingbird.com </li></ul><ul><li>Hotgloo </li></ul><ul><li>Balsamic Mockups </li></ul><ul><li>Jumpchart </li></ul><ul><li>Pencil and paper :) </li></ul>
    98. 117. Stage 3: Testing
    99. 118. Testing the variations 23 http://www.youtube.com/watch?v=XJT9TCqzw4U
    100. 119. 40% increase in phone conversions
    101. 120. Version A 39.3% more 20 - 30 year olds A B
    102. 121. Version B 33% clicked ‘Take Debt Analyser’ A B
    103. 122. Version A 19% reduction homepage abandons A B
    104. 124. Improving the wrong things!?
    105. 125. Stage 4: Review
    106. 126. Analyse the results
    107. 127. R.O.I.
    108. 128. The Reality of R.O.I. Investment Expected Return
    109. 129. The R.O.I. Equation ROI = (Gain from Investment - Cost of Investment) ____________________________________ Cost of Investment
    110. 130. Section Summary 1. Be clear about where to start 2. Fix the ‘Big Areas’ first 3. Test your solutions/variations in an objective way 4. Analyse the results from an ROI perspective
    111. 131. Usability is not enough
    112. 132. A web designer’s view A B
    113. 133. The Usability Perspective A B The How or ‘Usability’ Level of Effort
    114. 134. Usability is not enough A B The Why or ‘Persuasion’ Motivation
    115. 135. Persuading Web Visitors What is meant by being persuasive?
    116. 136. Persuading Web Visitors persuasive - intended or having the power to induce action or belief persuade - To successfully convince someone to agree to, accept, or do something en.wiktionary.org/wiki/persuade
    117. 137. We need to do 3 things... 1. Get their Attention 2. Keep them Engaged 3. Call them to Action
    118. 138. Landing Pages
    119. 139. “ A great offer will do better than any amount of creative ideas...” <ul><li>Drayton Bird </li></ul>
    120. 140. The Appliance of Social Science
    121. 141. Man, the rational thinker...
    122. 142. The theory of evolution Charles Darwin, 1809 - 82
    123. 143. Out of Africa theory
    124. 144. Social Psychology
    125. 145. Social proof
    126. 147. The power of the ‘normative middle’
    127. 148. Power of the normative middle What do “other people” do?
    128. 150. Customer testimonials
    129. 151. Reciprocation
    130. 152. Christmas Cards to strangers Kent and Wolkott 1976
    131. 153. Encourage Reciprocation
    132. 155. Remember to ask for the reciprocal action
    133. 156. Commitment
    134. 157. Public commitments
    135. 158. Encourage completeness
    136. 160. Authority
    137. 161. 84
    138. 162. Credibility & Authority
    139. 163. Awards
    140. 164. Liking
    141. 165. We respond to people ‘we’ know
    142. 166. Strengthen feelings of ‘kinship’
    143. 167. Scarcity
    144. 168. Scarcity
    145. 169. Scarcity 275
    146. 170. Time Limited Events
    147. 171. Section Summary 1. Human beings have evolved from Africa 2. Our behaviour makes sense in an evolutionary perspective 3. Understand the applications of Social Psychology
    148. 172. Group Exercise
    149. 173. What can you learn from Social Media? From a Psychology perspective, why is Social Media so ‘persuasive’ Discuss your thoughts with your colleague. Are their ways your site could imitate Social Media?
    150. 174. Social Proof Initiation Public Commitment Membership of a Group Social Support Self and Identity Role Models Fun/enjoyable What can you learn from Social Media?
    151. 176. Enhance Social Status: ‘Points’
    152. 177. Why is Facebook persuasive? Phase 1: Discovery Learn about service (via friends) Visit site Phase 2: Superficial Involvement Decide to try Get started Phase 3: True Commitment Create content Stay active & loyal Invite others BJ Fogg, Stanford University
    153. 178. The Appliance of Cognitive Science
    154. 182. You have 3 brains
    155. 185. Expensive = Good
    156. 186. We think in metaphors <ul><li>Metaphor A person is a like a machine and fragile </li></ul><ul><li>Ideas are food and can be consumed Ideas are people, or plants or money </li></ul><ul><li>Theories are like buildings </li></ul>Example He broke down, he cracked up, her ego is fragile Raw facts, half-baked theories, warmed over ideas Give birth to an idea, his brainchild, having a fertile imagination The foundation of your argument, you are on shaky ground
    157. 187. Brands as a metaphor?
    158. 188. What’s your metaphor? Choose a metaphor for your organisation Does that match your website?
    159. 189. We pattern match
    160. 190. We pattern match Conventions are your friend
    161. 191. Copying Amazon & doubling conversions
    162. 193. Seeing patterns in data?
    163. 194. Groupthink
    164. 195. Priming
    165. 196. Anchoring http://www.youtube.com/watch?v=0dMao4gHYfg
    166. 197. Identity & Decisions Consequence Model Identity Model Prof. James March, Stanford University
    167. 198. Meet Helen 28 – 38 Midlands, North East Works part-time 2 young children Partner works full-time Has broadband connection, magazines, local newspapers, radio
    168. 199. Meet Helen 28 – 38 Midlands, North East Works part-time 2 young children Partner works full-time Has broadband connection, magazines, local newspapers, radio
    169. 200. Lecturer A: Friendly, bright, kind, humorous
    170. 201. Lecturer A: Assertive, bright, kind, humorous
    171. 202. First & last is best...
    172. 203. Everything is relative 58
    173. 204. Everything is relative
    174. 205. Comparative Prices
    175. 206. 115
    176. 208. Provide context before details First you sort the items into like categories. Using color for sorting is common, but you can also use other characteristics, such as texture or type of handling needed. Once you have sorted the items, you are ready to use the equipment. You want to process each category from the sorting separately. Place one category in the machine at a time. Your new washing machine
    177. 209. How do I feel about that?
    178. 210. Emotional Response Images to generate an...
    179. 211. Faces are especially powerful
    180. 213. Risk vs Reward Easy to trigger the fear response...
    181. 214. The Brain’s Sentry
    182. 215. Loss Aversion
    183. 216. Risk Reduction: Guarantees
    184. 217. Lower perceived Risk <ul><li>Try it now, risk free </li></ul><ul><li>Take it and if you don’t like it, send it back </li></ul><ul><li>Buy now, pay later </li></ul><ul><li>First one free </li></ul><ul><li>We won’t charge you for 30 days </li></ul>
    185. 218. Point of Action Re-assurance
    186. 219. Privacy & other policies
    187. 220. Credible design
    188. 221. Attention to Detail
    189. 222. Depth and recency of info
    190. 223. FAQs
    191. 224. Ah, but you’ll say... 1. I could have told you that - it's obvious! 2. No, in my experience that's not true - people don't really behave like that 3. That applies to others but not me...
    192. 225. We don’t even know ourselves
    193. 226. The Confidence Illusion We all think we’re above average: Drivers Leaders Creatives Teachers Lovers
    194. 227. Section Summary 1. Cognitive Psychology is useful in understanding Decision Making 2. We take many ‘Mental Shortcuts’ 3. Explore ways to trigger these ‘Heuristics‘
    195. 228. The importance of Visual Design
    196. 229. The importance of Vision
    197. 230. Don’t read but scan
    198. 231. A couple of videos for you http://viscog.beckman.illinois.edu/grafs/demos/15.html http://www.youtube.com/watch?v=voAntzB7EwE&feature=player_embedded http://www.youtube.com/watch?v=38XO7ac9eSs&
    1. A particular slide catching your eye?

      Clipping is a handy way to collect important slides you want to go back to later.

    ×