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Michael Aagaard - You’re Making My Brain Hurt! The Psychology Behind Terrible Conversion Experiences

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Michael Aagaard - You’re Making My Brain Hurt! The Psychology Behind Terrible Conversion Experiences

  1. 1. You’re Making My Brain The Psychology Behind Terrible Conversion Experiences #mktfest @ContentVerve
  2. 2. @ContentVerve
  3. 3. You are Awesome! @ContentVerve
  4. 4. “Mobile Marketing Automation” “See Demo”
  5. 5. 107 LINKS…
  6. 6. Daniel Kahneman #mktfest @ContentVerve
  7. 7. Bart Schutz #mktfest @ContentVerve
  8. 8. Bart Schutz #mktfest @ContentVerve
  9. 9. ACTION!SUMMARY unbounce.com/cro-viking/ #mktfest @ContentVerve
  10. 10. Two Fundamentally Different “Modes” of Thinking
  11. 11. Two Fundamentally Different “Modes” of Thinking 1. Intuitive Thinking 2. Analytical Thinking
  12. 12. Two Fundamentally Different “Modes” of Thinking 1. Intuitive Thinking 2. Analytical Thinking
  13. 13. INTUITIVE THINKING #mktfest @ContentVerve
  14. 14. 2 x 2 = 4 #mktfest @ContentVerve
  15. 15. 2 x 2 = 4 #mktfest @ContentVerve
  16. 16. ANALYTICAL THINKING #mktfest @ContentVerve
  17. 17. 17 x 24 = 408 #mktfest @ContentVerve
  18. 18. 17 x 24 = 408 #mktfest @ContentVerve
  19. 19. 2. Analytical Thinking Something you do. 1. Intuitive Thinking Something that happens to you. VS SYSTEM 1 SYSTEM 2
  20. 20. 2. Analytical Thinking Something you do. 1. Intuitive Thinking Something that happens to you VS SYSTEM 1 SYSTEM 2
  21. 21. 2. Analytical Thinking Something you do. 1. Intuitive Thinking Something that happens to you VS SYSTEM 1 SYSTEM 2
  22. 22. VS SYSTEM 1 SYSTEM 2 Fast Automatic Emotional Subconscious In the moment Slow Effortful Logical Conscious Planning ahead
  23. 23. #mktfest @ContentVerve
  24. 24. System 1 System 2 #mktfest @ContentVerve
  25. 25. Intuitive Analytical #mktfest @ContentVerve
  26. 26. Intuitive Analytical #mktfest @ContentVerve
  27. 27. I’m a split test junkie! @ContentVerve
  28. 28. 2 @ContentVerve#mcdk16#mktfest @ContentVerve
  29. 29. 0 @ContentVerve#mcdk16#mktfest @ContentVerve
  30. 30. I’m a split test junkie! @ContentVerve@ContentVerve#mktfest
  31. 31. System 1 System 2 ZZZZZZZZZZZ… #mktfest @ContentVerve
  32. 32. VS SYSTEM 1 SYSTEM 2 A MACHINE FOR JUMPING TO CONCLUSIONS THE LAZY CONTROLLER #mktfest @ContentVerve
  33. 33. @ContentVerve#mktfest
  34. 34. #mktfest @ContentVerve
  35. 35. THE LAW OF LEAST EFFORT
  36. 36. A B A B #mktfest @ContentVerve
  37. 37. System 1 System 2 “AT EASE” “STRAINED” (Intuitive Thinking) (Analytical Thinking) #mktfest @ContentVerve
  38. 38. #mktfest @ContentVerve
  39. 39. RED BLUE GREEN YELLOW ORANGE PURPLE GREEN ORANGE PURPLE RED YELLOW BLUE
  40. 40. GREEN ORANGE PURPLE RED YELLOW BLUE RED BLUE GREEN YELLOW ORANGE PURPLE
  41. 41. 22 SECONDS 7 SECONDS #mktfest @ContentVerve
  42. 42. CognitiveLoad Cognitive Strain HIGHLOW HIGH LOW #mktfest @ContentVerve
  43. 43. #mktfest @ContentVerve
  44. 44. What do you think this page was about? What was the goal of the page? #mktfest @ContentVerve
  45. 45. What do you think this page was about? What was the goal of the page? 0% 4% #mktfest @ContentVerve
  46. 46. What do you think this page was about? What was the goal of the page? #mktfest @ContentVerve
  47. 47. What do you think this page was about? What was the goal of the page? 80% 48% #mktfest @ContentVerve
  48. 48. ATTENTION RATIO 107 to 1 1 to 1 #mktfest @ContentVerve
  49. 49. 1. 2. 3. 4. #mktfest @ContentVerve
  50. 50. #mktfest @ContentVerve
  51. 51. #mktfest @ContentVerve
  52. 52. #mktfest @ContentVerve
  53. 53. #mktfest @ContentVerve
  54. 54. #mktfest @ContentVerve
  55. 55. #mktfest @ContentVerve
  56. 56. #mktfest @ContentVerve
  57. 57. #mktfest @ContentVerve
  58. 58. #mktfest @ContentVerve
  59. 59. #mktfest @ContentVerve
  60. 60. #mktfest @ContentVerve@ContentVerve
  61. 61. LevelofCognitiveStrain Frustration, fatigue, loss of self-control HIGHLOW HIGH LOW #mktfest @ContentVerve
  62. 62. #mktfest @ContentVerve
  63. 63. #mktfest @ContentVerve
  64. 64. #mktfest @ContentVerve
  65. 65. #mktfest @ContentVerve
  66. 66. #mktfest @ContentVerve
  67. 67. You wouldn’t like me when I’m hangry. “ ”
  68. 68. #mktfest @ContentVerve
  69. 69. #mktfest @ContentVerve
  70. 70. #mktfest @ContentVerve
  71. 71. #mktfest @ContentVerve
  72. 72. 4px 111px #mktfest @ContentVerve
  73. 73. #mktfest @ContentVerve@ContentVerve
  74. 74. CHECKOUT STEP 1 CONF. PAGE SUBJECT LINE PRODUCT 
 OVERVIEW BASKET INBOX PRODUCT
 PAGE CHECKOUT STEP 2 CHECKOUT STEP 3 EMAIL #mktfest @ContentVerve
  75. 75. #mktfest @ContentVerve
  76. 76. = #mktfest @ContentVerve
  77. 77. CREATE A CONVERSION EXPERIENCE THAT FACILITATES COGNITIVE EASE #mktfest @ContentVerve
  78. 78. System 1 (intuitive) System 2 (analytical) The more we use System 2, the more our brains hurt Create a conversion experience that facilitates cognitive ease #mktfest @ContentVerve
  79. 79. Funnel walk through “Where does it hurt?” Perform 5-second tests to tap into System 1 #mktfest @ContentVerve unbounce.com/cro-viking/
  80. 80. COGNITIVE BIASES
  81. 81. MENTAL SHORTCUTS
  82. 82. PRIMING EFFECT
  83. 83. SOAP_ #mktfest @ContentVerve
  84. 84. WASH #mktfest @ContentVerve
  85. 85. SOAP #mktfest @ContentVerve
  86. 86. EAT #mktfest @ContentVerve
  87. 87. SOUP #mktfest @ContentVerve
  88. 88. Complete the word you see on the screen. Fill in the missing letter and write the full word. SOAP_ Experiment 1 (Baseline - No Priming): #mktfest @ContentVerve
  89. 89. Experiment 1: Control - No Priming SOUP (8%)SOAP (92%) #mktfest @ContentVerve
  90. 90. Experiment 1: No priming 0 25 50 75 100 Experiment 2: Experiment 3: Experiment 4: 100% 75% 50% 25% 0% SOUP (8%) #mktfest @ContentVerve
  91. 91. Experiment 1: No priming 0 25 50 75 100 Experiment 2: Experiment 3: Experiment 4: 100% 75% 50% 25% 0% SOUP (8%) #mktfest @ContentVerve
  92. 92. Experiment 1: No priming 0 25 50 75 100 Experiment 2: Experiment 3: Experiment 4: 100% 75% 50% 25% 0% SOUP (8%) SOUP (68%) #mktfest @ContentVerve
  93. 93. Experiment 1: No priming 0 25 50 75 100 Experiment 2: Experiment 3: Experiment 4: 100% 75% 50% 25% 0% SOUP (8%) SOUP (68%) Dude - that’s a 750% Increase!!! #mktfest @ContentVerve
  94. 94. Experiment 1: No priming 0 25 50 75 100 Experiment 2: Experiment 3: Experiment 4: “HUNGRY” & “EAT” 100% 75% 50% 25% 0% SOUP (8%) SOUP (68%) #mktfest @ContentVerve
  95. 95. Experiment 1: No priming 0 25 50 75 100 Experiment 2: Experiment 3: Experiment 4: “HUNGRY” & “EAT” 100% 75% 50% 25% 0% SOUP (8%) SOUP (76%) SOUP (68%) #mktfest @ContentVerve
  96. 96. Experiment 1: No priming 0 25 50 75 100 Experiment 2: Experiment 3: Experiment 4: “HUNGRY” & “EAT” 100% 75% 50% 25% 0% SOUP (8%) SOUP (76%) SOUP (68%) #mktfest @ContentVerve
  97. 97. Experiment 1: No priming 0 25 50 75 100 Experiment 2: Experiment 3: Experiment 4: SOUP (84%) “HUNGRY” & “EAT” 100% 75% 50% 25% 0% SOUP (8%) SOUP (76%) SOUP (68%) #mktfest @ContentVerve
  98. 98. “Mobile Marketing Automation” “See Demo”
  99. 99. #mktfest @ContentVerve
  100. 100. #mktfest
  101. 101. #mktfest
  102. 102. #mktfest @ContentVerve
  103. 103. #mktfest @ContentVerve
  104. 104. #mktfest
  105. 105. Free 30-Day Trial #mktfest @ContentVerve
  106. 106. #mktfest @ContentVerve
  107. 107. #mktfest @ContentVerve
  108. 108. #mktfest @ContentVerve
  109. 109. System 1 is very susceptible to priming Used right, priming can make your brain hurt less Every step in the funnel primes the next, make sure there is a logical progression #mktfest @ContentVerve
  110. 110. Conduct Usability Tests to understand your “primes” Use Session Recording to find critical points in the funnel #mktfest @ContentVerve unbounce.com/cro-viking/
  111. 111. FRAMING EFFECT
  112. 112. “Tonight we’re having cold, dead fish with old seaweed.” #mktfest @ContentVerve
  113. 113. “Tonight we’re having delicious sushi with wakame salad.” #mktfest @ContentVerve
  114. 114. @ContentVerve#mktfest @ContentVerve
  115. 115. 97.5% FAT FREE 2.5% FAT A B #mktfest @ContentVerve
  116. 116. Which was the healthiest choice - A or B? #mktfest @ContentVerve
  117. 117. 52% Got it wrong #mktfest @ContentVerve
  118. 118. 80% LEAN MEAT 20% FAT A B #mktfest @ContentVerve
  119. 119. Which was the healthiest choice - A or B? #mktfest @ContentVerve
  120. 120. 56% Got it wrong #mktfest @ContentVerve
  121. 121. ORDER INFORMATION AND PRICES GET INFORMATION AND PRICESvs. 14.79% increase in leads ✓ 4 full weeks of data ✓ 541 conversions ✓ 95% significance level #mktfest @ContentVerve
  122. 122. #mktfest @ContentVerve
  123. 123. #mktfest @ContentVerve
  124. 124. Meh… Nah… #mktfest @ContentVerve
  125. 125. Yes, I want to save $500 No way, I hate saving money! #mktfest @ContentVerve
  126. 126. 400% INCREASE IN CONVERSION @ContentVerve#mktfest
  127. 127. USERS LEADS CR Control 2000 1 0,05 % Treatment 2000 5 0,25 % @ContentVerve#mktfest
  128. 128. USERS LEADS CR Control 2000 2 0,10 % Treatment 2000 5 0,25 % @ContentVerve#mktfest
  129. 129. DONATORS DONATIONS CR Control 2000 2 0,10 % Treatment 2000 5 0,25 % @ContentVerve 400% INCREASE IN CONVERSION 150% INCREASE IN CONVERSION #mktfest
  130. 130. USERS LEADS CR Control 2000 3 0,15 % Treatment 2000 5 0,25 % @ContentVerve#mktfest
  131. 131. DONATORS DONATIONS CR Control 2000 3 0,15 % Treatment 2000 5 0,25 % @ContentVerve 150% INCREASE IN CONVERSION 66% INCREASE IN CONVERSION #mktfest
  132. 132. @ContentVerve 0.15% 66% 95% 50 48,901 978 days (2.6 years) Current conversion rate: Desired relative lift: Target significance level : Users per day: Total sample (users): Test duration: #mktfest
  133. 133. @ContentVerve 0.15% 66% 95% 50 48,901 978 days (2.6 years) Current conversion rate: Desired relative lift: Target significance level : Users per day: Total sample (users): Test duration: #mktfest
  134. 134. @ContentVervehttp://unbounce.com/ab-test-duration-calculator/ #mktfest
  135. 135. 400% INCREASE IN CONVERSION @ContentVerve What conversion goal are you talking about? How long did you run the test (test duration)? How large was the sample (conversions)? What was the significance level? #mktfest
  136. 136. The way you deliver a message has direct impact on how it is perceived We react differently to identical situations depending on how they are presented Used correctly, Framing can make your brain hurt less #mktfest @ContentVerve
  137. 137. Interview customers to understand what’s most important to them (how to frame your messages) Ask yourself “Can I communicate this in a better way?” #mktfest @ContentVerve unbounce.com/cro-viking/
  138. 138. WYSIATI
  139. 139. What You See Is All There Is (WYSIATI) #mktfest @ContentVerve
  140. 140. Choose Channels 14 day cancellation policy @ContentVerve#mktfest
  141. 141. A: Cancellation policy B: No cancellation policy Choose Channels 14 day cancellation policy @ContentVerve#mktfest
  142. 142. A: Cancellation policy B: No cancellation policy Choose Channels @ContentVerve#mktfest
  143. 143. A: Cancellation policy B: No cancellation policy ✓ 2 full business cycles ✓ 2153 conversions ✓ 99% significance level Choose Channels @ContentVerve#mktfest
  144. 144. A: Cancellation policy B: No cancellation policy 9 % increase in CTR ✓ 2 full business cycles ✓ 2153 conversions ✓ 99% significance level Choose Channels @ContentVerve#mktfest
  145. 145. Choose Channels Choose Channels 14 day cancellation policy @ContentVerve#mktfest
  146. 146. What Your Customers See Is All There Is #mktfest @ContentVerve
  147. 147. Personal info / Tell us a bit about you  @ContentVerve#mktfest
  148. 148. These details are important; they enable us to identify you whenever you need to ask one of our agents a question. Why are you asking me for this info? @ContentVerve#mktfest
  149. 149. These details are important; they enable us to identify you whenever you need to ask one of our agents a question. Why are you asking me for this info? @ContentVerve#mktfest
  150. 150. #mktfest @ContentVerve
  151. 151. What you see is NOT all there is!!! @ContentVerve#mktfest
  152. 152. What your customers see is all there is We don’t do much analysis - rather we take what is in front of us and turn it into the best story we can WYSIATI is a dangerous pitfall for marketers!!! #mktfest @ContentVerve
  153. 153. Conduct interviews with sales and support to identify your customers’ questions and concerns Use Feedback Polls to get specific insight #mktfest @ContentVerve unbounce.com/cro-viking/
  154. 154. System 2System 1 Audience Marketers #mktfest @ContentVerve
  155. 155. System 2System 1 Audience Marketers #mktfest @ContentVerve
  156. 156. System 2 System 1 Audience Marketers #mktfest @ContentVerve
  157. 157. THANKS FOR LISTENING!!! YOU ARE AWESOME!
  158. 158. SEE YOU AT THE AFTER-PARTY!!! unbounce.com/cro-viking/Resource Page:

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