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© Mirko Melcher, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MUNICH
Using Neuromarketing to accelerate
Growth in eCo...
© Mirko Melcher, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MUNICH
I live here...
© Mirko Melcher, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MUNICH
Here are 3 things I love:
charts quotes
„ ...“
s...
what we do
Strategy &
Consulting
Testing Full
Service
360° Conversion
Analysis
Conversion Centered
Relaunch
Personalizatio...
0
2
4
6
8
2009 2010 2011 2012 2013 2014
CRO Volume (Billion €)
Partner
E-Commerce
TelecommunicationPortal
Travel
Finance L...
>150 Conversion Experts in 

>20 countries
https://www.iridion.de/en/
Manage Your Optimization Process for Better Results
Warm Up!
7 required fields
9 required fields
Which one is easier to complete?
7 required fields
9 required fields
© Mirko Melcher, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MUNICH
Even the best usability doesn‘t make people
sudd...
© Mirko Melcher, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MUNICH
© Mirko Melcher, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MUNICH
Traffic
Web Analytics
the eCommerce paradox
© Mirko Melcher, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MUNICH
14
Traffic
Website
Web Analytics
ClickHand
Motor...
© Mirko Melcher, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MUNICH
© Mirko Melcher, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MUNICH
Gamification
Decision
Simplification
How do I ma...
© Mirko Melcher, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MUNICH
Behavior Patterns
Adaptive Bias
Affect Heuristic...
© Mirko Melcher, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MUNICH
Biases
Actor-observer bias
Affective forecasting...
there are 2 giants who do it right
let’s learn from them, shall we?
© Mirko Melcher, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MUNICH
People want instant gratification. RIGHT NOW.
© Mirko Melcher, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MUNICH
© Mirko Melcher, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MUNICH
You wanna buy from me?
Pay 40€ upfront.
© Mirko Melcher, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MUNICH
74% Conversion Rate
© Mirko Melcher, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MUNICH
„If you 

double the number of
experiments 

you...
© Mirko Melcher, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MUNICH
Top 10 E-Commerce Ventures Germany 2014
No Accid...
© Mirko Melcher, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MUNICH
takeaway #1
Think about how you can make people ...
vs.
HRS Booking.com
2013
Psychologically Engineered Growth
HRS Booking.com
1972
online revenue per year
© Mirko Melcher, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MUNICH
a genius idea
Unlocking
Reward
© Mirko Melcher, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MUNICH
© Mirko Melcher, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MUNICH
Mirko
Mirko
© Mirko Melcher, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MUNICH
Mirko Melcher
Mirko Melcher
© Mirko Melcher, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MUNICH
Mirko
mirko.melcher@web-arts.com
Melcher
Mirko M...
© Mirko Melcher, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MUNICH
The Asch Elevator Experiment, 1962
© Mirko Melcher, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MUNICH
People behave based on other peoples behavior.
© Mirko Melcher, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MUNICH
© Mirko Melcher, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MUNICH
© Mirko Melcher, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MUNICH
Scarcity
Herding
© Mirko Melcher, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MUNICH
Scarcity
Herding
Herding
Social Proof
© Mirko Melcher, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MUNICH
HerdingHerding
Social Proof
Scarcity
Herding
© Mirko Melcher, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MUNICH
Scarcity
© Mirko Melcher, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MUNICH
Free
Zero Risk Bias
© Mirko Melcher, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MUNICH
© Mirko Melcher, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MUNICH
Free
Zero Risk Bias
Scarcity
Herding
© Mirko Melcher, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MUNICH
© Mirko Melcher, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MUNICH
JUST F#%&ING DO IT
2013
Psychologically Engineered Growth
HRS Booking.com
1972
online revenue per year
Positive
Feedback
Behavior
Pattern #1
...
© Mirko Melcher, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MUNICH
Gamification
Decision
Simplification
How do I ma...
© Mirko Melcher, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MUNICH
Takeaway #2:
Find out what’s the best combinatio...
© Mirko Melcher, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MUNICH
© Mirko Melcher, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MUNICH
+15,8% Conversions
+22,4% Revenue /
Visitor
> 20...
© Mirko Melcher, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MUNICH
© Mirko Melcher, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MUNICH
© Mirko Melcher, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MUNICH
© Mirko Melcher, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MUNICH
Urgency
© Mirko Melcher, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MUNICH
nur noch 2 Stück verfügbar
Urgency
Scarcity
+
© Mirko Melcher, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MUNICH
„If you can‘t describe what
you are doing as a p...
© Mirko Melcher, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MUNICH
Build Measure Learn
© Mirko Melcher, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MUNICH
Build Measure LearnAnalyse
Find out, what motiva...
© Mirko Melcher, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MUNICH
Don‘t call it Conversion Rate Optimization.
Call...
© Mirko Melcher, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MUNICH
Mirko Melcher
Head of Conversion Architecture
We...
Using neuromarketing to accelerate growth e-commerce - Mirko Melcher
Using neuromarketing to accelerate growth e-commerce - Mirko Melcher
Using neuromarketing to accelerate growth e-commerce - Mirko Melcher
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Using neuromarketing to accelerate growth e-commerce - Mirko Melcher

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The presentation focus on explaining what made very successful eCommerce sites such as amazon and booking.com grow much faster.
It will give inspiration on how to use psychologically validated principles (patterns and biases) to help drive conversions.
Why is this relevant for the audience?
Current optimization efforts still concentrate mostly on removing barriers.
We found out through years of testing that increasing buying motivation on a website with reasonable usability will result in much better results.

Published in: Marketing
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Using neuromarketing to accelerate growth e-commerce - Mirko Melcher

  1. 1. © Mirko Melcher, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MUNICH Using Neuromarketing to accelerate Growth in eCommerce eTrade Summit Antwerp 2016 /mirkomelcher
  2. 2. © Mirko Melcher, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MUNICH I live here...
  3. 3. © Mirko Melcher, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MUNICH Here are 3 things I love: charts quotes „ ...“ screenshots
  4. 4. what we do Strategy & Consulting Testing Full Service 360° Conversion Analysis Conversion Centered Relaunch Personalization & Targeting portfolio and knowledge: web-arts.com // konversionKRAFT.de
  5. 5. 0 2 4 6 8 2009 2010 2011 2012 2013 2014 CRO Volume (Billion €) Partner E-Commerce TelecommunicationPortal Travel Finance Leadgeneration We help top 100 companys grow faster.
  6. 6. >150 Conversion Experts in 
 >20 countries
  7. 7. https://www.iridion.de/en/ Manage Your Optimization Process for Better Results
  8. 8. Warm Up!
  9. 9. 7 required fields 9 required fields Which one is easier to complete?
  10. 10. 7 required fields 9 required fields
  11. 11. © Mirko Melcher, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MUNICH Even the best usability doesn‘t make people suddenly want to buy more.
  12. 12. © Mirko Melcher, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MUNICH
  13. 13. © Mirko Melcher, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MUNICH Traffic Web Analytics the eCommerce paradox
  14. 14. © Mirko Melcher, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MUNICH 14 Traffic Website Web Analytics ClickHand Motor Control prefrontal Cortex Limbic System Perception the eCommerce paradox
  15. 15. © Mirko Melcher, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MUNICH
  16. 16. © Mirko Melcher, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MUNICH Gamification Decision Simplification How do I make decisions? How do other people influence me? Ho do I perceive things? How do I react upon relations? What gives me fun and joy? What is as conveniant as possible? Behavior Patterns & Biases Behavioral Economics for E-Commerce Social Perception Relation
  17. 17. © Mirko Melcher, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MUNICH Behavior Patterns Adaptive Bias Affect Heuristic All-or-nothing thinking Anchoring Anxiety Aesthetic = Good Arousal Authenticity Authority Autonomy Availability Heuristics Banner Blindness Black swan theory Bonding Breaking Rules Caring Challenge Cognitive Dissonance Commitment & Consistency Comparability Completion Context Contrast effect Curiosity Curse of knowledge Decoy Effekt Default Defensive attribution hypothesis Endowment Effect Exclusivity Faces/Views Feedback Flow Framing Free Funneling Grouping Halo Effect Herding Hide/Remove Hope Hyperbolic discounting Identification Illusion of asymmetric insight Illusion of truth effect Innerer Dialog Irrational Escalation Island Joy/Fun Known Kognitive Leichtigkeit Leaderboard Liking Logic Loss Aversion Mastery Mental accounting Mental Models Mirror Nonsense math effect Order Order/Harmony Overgeneralization Paradox of choice Patterns/Principles Preview Primacy-Recency-Effekt Priming Proof Purpose Reactance/Censoring Reason why Reciprocity Remove Represantativeness heuristic Reputation Restraint bias Reward Rhyme-as-reason effect Rules Scarcity Schuld Self expression Self fulfilling prophecy Self serving bias Self-perception theory Sensation Skim/Scan/Read Social Proof Sofortiges Erfolgserlebnis Spurring Status quo Story-telling Sympathie Tension/Closure Testimonial Testing effect Threat Trait ascription bias Trust Try out Tunneling Unlocking Value/UVP Well travelled road effect Worse-than-average effect Zugehörigkeit
  18. 18. © Mirko Melcher, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MUNICH Biases Actor-observer bias Affective forecasting Ambiguity effect Attentional Attribute substitution Attribution theory Availability cascade Backfire effect Bandwagon effect Base rate fallacy Belief Bias Bias Blind Spot Bizarreness effect Change bias Choice Supportive Bias Clustering Illusion Cognitive bias mitigation Cognitive distortion Confirmation bias Congruence bias Conjunction fallacy Conservatism Consistency bias Context effect Cross-race effect Cryptomnesia Denomination effect Disqualifying the positive Distinction bias Dunning-kruger effect Duration neglect Egocentric bias Emotional reasoning Empathy gap Essentialism Exaggerated expectation Expectation bias Extrinsic incentives bias False consensus effect False memory Focusing Effect Forer effect Functional fixedness Fundamental attribution error Gamblers fallacy Generation effect Google Effekt Hard-easy effect Heuristics in judgement and decision making Hostile media effect Hot-hand fallacy Humor effect Illusion of control Illusion of external agency Illusion of transparency Illusion of validity Illusory correlation Illusory superiority Impact Bias impression management Inference-observation confusion Information Bias Ingroup bias Innumeracy Insensitivity to sample size Introspection illusion Jumping to conclusion bias Just-world hypothesis Less is better effect Leveling and sharpening List-length effect Ludic fallacy Magical thinking Magnification and minimization Mental filter Mere-exposure effekt Misattribution Misinformation effect Misinterpretations Modality effect Price illusion Mood-congruent memory bias Moral credential effect Moral luck Naive cynicsm Naive realism Negativity bias Neglect of probability Next-in-line effect Normalcy bias Omission bias Opimism bias Osborn effect Ostrich effect Outcome bias Outgroup homogenity Overconfidence effect Pareidolia Part-list cueing effect Peak End Rule persistence Pessimism bias Picture superiority effect Planning fallacy Positivity bias Post-purchase rationalization Pro-innovation bias Projection bias Pseudocertainty effect Reactive devaluation Recency bias Reminiscence bump Risk compensation Rosy retrospection Salience Selective perception Self-relevance effect Semmelweis reflex Social comparison bias Social desirability bias Somatic markers hypothesis Source confustion Stereotyping Subaddivity effect Subject validation Suggestibility Survivorship bias System Justification Telescoping effect Texas sharpshooter fallacy Time-saving bias Tip of the tongue phenomen Ultimate attribution error Unit bias Verbatim effect Von restorff effekt Zeigarnik effekt Zero-risk bias Zero-sum heuristic
  19. 19. there are 2 giants who do it right let’s learn from them, shall we?
  20. 20. © Mirko Melcher, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MUNICH People want instant gratification. RIGHT NOW.
  21. 21. © Mirko Melcher, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MUNICH
  22. 22. © Mirko Melcher, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MUNICH You wanna buy from me? Pay 40€ upfront.
  23. 23. © Mirko Melcher, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MUNICH 74% Conversion Rate
  24. 24. © Mirko Melcher, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MUNICH „If you 
 double the number of experiments 
 you do per year you're going to double your inventiveness“ Jeff Bezos, CEO amazon, 2004 Instant Gratifi- cation Behavior Pattern #1 Commit- ment Behavior Pattern #3 Con- venience Behavior Pattern #2 Habit
  25. 25. © Mirko Melcher, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MUNICH Top 10 E-Commerce Ventures Germany 2014 No Accident!
  26. 26. © Mirko Melcher, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MUNICH takeaway #1 Think about how you can make people commit to your website over and over again.
  27. 27. vs. HRS Booking.com
  28. 28. 2013 Psychologically Engineered Growth HRS Booking.com 1972 online revenue per year
  29. 29. © Mirko Melcher, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MUNICH a genius idea Unlocking Reward
  30. 30. © Mirko Melcher, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MUNICH
  31. 31. © Mirko Melcher, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MUNICH Mirko Mirko
  32. 32. © Mirko Melcher, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MUNICH Mirko Melcher Mirko Melcher
  33. 33. © Mirko Melcher, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MUNICH Mirko mirko.melcher@web-arts.com Melcher Mirko Melcher mirko.melcher@web-arts.com
  34. 34. © Mirko Melcher, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MUNICH The Asch Elevator Experiment, 1962
  35. 35. © Mirko Melcher, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MUNICH People behave based on other peoples behavior.
  36. 36. © Mirko Melcher, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MUNICH
  37. 37. © Mirko Melcher, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MUNICH
  38. 38. © Mirko Melcher, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MUNICH Scarcity Herding
  39. 39. © Mirko Melcher, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MUNICH Scarcity Herding Herding Social Proof
  40. 40. © Mirko Melcher, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MUNICH HerdingHerding Social Proof Scarcity Herding
  41. 41. © Mirko Melcher, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MUNICH Scarcity
  42. 42. © Mirko Melcher, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MUNICH Free Zero Risk Bias
  43. 43. © Mirko Melcher, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MUNICH
  44. 44. © Mirko Melcher, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MUNICH Free Zero Risk Bias Scarcity Herding
  45. 45. © Mirko Melcher, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MUNICH
  46. 46. © Mirko Melcher, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MUNICH JUST F#%&ING DO IT
  47. 47. 2013 Psychologically Engineered Growth HRS Booking.com 1972 online revenue per year Positive Feedback Behavior Pattern #1 Herding Behavior Pattern #2 Scarcity Behavior Pattern #3
  48. 48. © Mirko Melcher, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MUNICH Gamification Decision Simplification How do I make decisions? How do other people influence me? Ho do I perceive things? How do I react upon relations? What gives me fun and joy? What is as conveniant as possible? Behavior Patterns Behavioral Economics for E-Commerce Social Perception Relation
  49. 49. © Mirko Melcher, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MUNICH Takeaway #2: Find out what’s the best combination of behavior patterns for your business model and target audience
  50. 50. © Mirko Melcher, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MUNICH
  51. 51. © Mirko Melcher, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MUNICH +15,8% Conversions +22,4% Revenue / Visitor > 2000 conversions per variation 2 sales cycles test duration
  52. 52. © Mirko Melcher, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MUNICH
  53. 53. © Mirko Melcher, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MUNICH
  54. 54. © Mirko Melcher, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MUNICH
  55. 55. © Mirko Melcher, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MUNICH Urgency
  56. 56. © Mirko Melcher, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MUNICH nur noch 2 Stück verfügbar Urgency Scarcity +
  57. 57. © Mirko Melcher, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MUNICH „If you can‘t describe what you are doing as a process, you don‘t know what you are doing.“
 William Edward Deming
  58. 58. © Mirko Melcher, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MUNICH Build Measure Learn
  59. 59. © Mirko Melcher, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MUNICH Build Measure LearnAnalyse Find out, what motivates your customers Build A/B-Tests that can really change behavior Measure the impact Learn and scale!
  60. 60. © Mirko Melcher, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MUNICH Don‘t call it Conversion Rate Optimization. Call it Growth Rate Optimization. market dominance
  61. 61. © Mirko Melcher, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MUNICH Mirko Melcher Head of Conversion Architecture Web Arts AG // konversionsKRAFT
 mirko.melcher@web-arts.com /mirkomelcher www.web-arts.com Thank You!

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