Lost at kastrup - WAW Copenhagen

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What do you think users do on your site?
What do they think they do?
What do they actually do?
This is my presentation about the pitfalls of asking users what they think they do (through market research and online survey tools), when there is HUGE potential in observing what they actually do through A/B-testing, eyetracking and Web Analytics

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Lost at kastrup - WAW Copenhagen

  1. 1. 1 Lost at Kastrup A story about what users REALLY do on your site
  2. 2. 2 We have come to earth to save humans from Bad Conversion Rates & Web Sites That Suck
  3. 3. What you think users do on your site What they think they do What they actually do
  4. 4. Page@Conversionista Nr 1 on Online Conversion in Sweden Since2006 200 + conversion projects 50% E-commerce Rest is B2B/B2C Lead generation International speaker & blogger John Ekman a.k.a Chief Conversionista 1070% Member and founder of TheConversionAlliance.com 4
  5. 5. 5
  6. 6. ”Web analytics is great at the What but not at the Why”
  7. 7. 7
  8. 8. The three pillars of the web survey 1. Those who answer represent your audience 2. People answer honestly 3. Visitors know what they are doing on your web site
  9. 9. 1. Representativity
  10. 10. 2. Honesty
  11. 11. What do these have in common? Reciprocity 11
  12. 12. Users lie!!! 12
  13. 13. “Everybody knows what’s going wrong with the world. I don’t even know what’s going on in myself” 3. Understanding of self
  14. 14. REI – tents Participants said that they: 1. Read the information on the product page 2. Based the decision the ”features- summary” 250 vs 60 bought tent nr 1 ! 14
  15. 15. 15
  16. 16. 16
  17. 17. Wikimedia Commons The Auto pilot 17
  18. 18. Change blindness 75% won’t see what happened http://www.youtube.com/watch? v=38XO7ac9eSs 19
  19. 19. André Morys at Conversion Jam 20 ”Conversion happens in the brain of the customer, not in Google Analytics”
  20. 20. Rational Deliberate Slow Emotional Unaware Fast
  21. 21. The Brain is a heart
  22. 22. What happens when the two systems talk? 1. Post Rationalization 2. Misattribution
  23. 23. The power of persuasive copywriting “Need a Stockholm Drinking buddy?” 1. Context 2. His needs and wants
  24. 24. A Dan Ariely experiment 25
  25. 25. Fill in a form with this in your mouth 26
  26. 26. Arrange these words and then.... 27 Rude Neutral Polite <20% 40% > 60%
  27. 27. 28
  28. 28. 
  29. 29. Are You Saying “No” When You Could Be Saying “Yes” in Your Web Forms?  30
  30. 30. 31
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  32. 32. 33
  33. 33. 34
  34. 34. 35
  35. 35. Have you thought about “correct messages”? 36 Ja Skadades någon person vid olyckan? Nej Skönt! Tur i oturen! Claims form
  36. 36. The three pillars of the web survey 1. Those who answer represent your audience 2. People answer honestly 3. Visitors know what they are doing on your web site
  37. 37. Ok, we’re screwed? 38
  38. 38. 39 The answer!
  39. 39. Start testing 40 A / B
  40. 40. Here is how: 1. Web Psychology 41 A / B Session replay 2. Metrics A/B- testning Eye- tracking 3. Quantified results
  41. 41. How interested are we? 46 The click The Landing page The Conversion Potential Interest
  42. 42. -57% !!! Where do they drop off?
  43. 43. 48
  44. 44. 49
  45. 45. 50
  46. 46. 51
  47. 47. 52
  48. 48. Where’s the love? 53 Have you hugged your form today?
  49. 49. 54 Let’s do some Eyetracking?
  50. 50. How come it works? 1.We only have sharp vision in 1% of the visionary field 2.We can see what happens “when nothing happens” 55
  51. 51. To slide or not to slide - that’s the question
  52. 52. How hard can it be?
  53. 53. Sälj grej med tjej
  54. 54. Bart Schutz Wheel of Persuasion Roger Dooley Author of “Brainfluence” Peep Laja Conversion XL Michael Aagard Content Verve
  55. 55. Bart Schutz Wheel of Persuasion Roger Dooley Author of “Brainfluence” Peep Laja Conversion XL Michael Aagard Content Verve
  56. 56. conversionista.se/sitevision @conversionista

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