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![We learned a lot, and increased
conversion by 80%!
Key Findings: What’s Worked
Call to Action
Original: “Start Today”
New: “Get My Account”
Result: 42% Conversion Increase
Time of Day & Subject Line
Original: “[Employer] Associates, Introducing a new
tool from your 401(k) plan!” at 11:00AM EST
New: “[Employer] Associates, Your HelloWallet
Account is Ready!” at 10:30AM EST
Result: 13.7%* Conversion Increase
Ease of Sign Up
Original: Email to Landing Page
New: Email to Sign Up Page
Result: 36% Conversion Increase
Key Findings: We’re Wrong!
Aspirational Template
Base: Original Template Design
Tested: Aspirational template design
Result: 37% Conversion drop for test group
Unique Subject Line & Sender
Base: [Employer] Benefits sender and “Reminder, Your
HelloWallet Account is Ready!” subject
Tested: “Your Financial Future” sender and “Come Find
me On HelloWallet” subject
Result: 66%* Conversion drop for test group
Omit “Free” and Shift to Social Proof
Base: Reminder with “Free” in Header and no social
proof
Tested: Remove “free” and include social proof statement
Result: 36% Conversion drop for test group
Testing Helped Us increase Conversions
By 80%](https://image.slidesharecdn.com/newcombfinal-webcontentmavenstalk-150429065509-conversion-gate01/75/Encouraging-Action-Through-Design-and-Testing-12-2048.jpg)
Uploaded bySarah Newcomb
Encouraging Action Through Design and Testing
The document discusses strategies for encouraging consumer behavior change through design and testing, emphasizing the importance of simplifying choices while avoiding oversimplification. It highlights the challenges of decision-making in an age of consumer empowerment and presents key findings from various tests that improved conversion rates for a product. The document advocates for continuous testing to determine effective methods and optimize user engagement.
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Encouraging Action Through Design and Testing
- 1. Web Content Mavens April28, 2015 Sarah Newcomb, Ph.D. Behavioral Researcher HelloWallet Encouraging Action Through Design and Testing
- 2. Encouraging Behavior Change WHERE WE’REHEADED 1. Decisions in The Age of Consumer Empowerment 2. How to Encourage Action 3. Bottom Line: Test!
- 3. Consumer Empowerment Factors Freedom ofChoice Expansion of Information Potentially lead to increased satisfaction…BUT… Come at the cost of cognitive load.
- 4. Mo’ Choices, Mo’Problems • Selection difficulty is one of the key drivers of DECISION AVOIDANCE 1 1. Anderson, C. J. (2003). The psychology of doing nothing: Forms of decision avoidance result from reason and emotion. Psychological Bulletin, 129, 139–167. 2. Schwartz, B., Ward, A., Monterosso, J., Lyubomirsky, S., White, K., & Lehman, D. R. (2002). Maximizing versus satisficing: Happiness is a matter of choice. Journal of Personality and Social Psychology, 83, 1178–1197. • Maximization motives 2 • Greater regret • More social comparison • Greater incidence of depression
- 5. Encouraging Action: Make itSimple Morningstar’s Style Box simplifies complex investment vehicle information by risk and return. A simple heart icon was better at improving diet choices than calorie/fat content info3. 3. Boonme, K., Hanus, B., R. Prybutok, V., A. Peak, D., & Ryan, C. (2014). Visual information influences consumer fast-food choices. Nutrition & Food Science, 44(4), 279–293.
- 6. Encouraging Action: But notToo Simple! Perceived task complexity drops when the focus is placed on key attributes4. BUT...Too few options can promote the search for more options, triggering the Maximizing Motive and the user will ultimately be less satisfied5. Incomplete information about key attributes increases decision difficulty. 4. Broniarczyk, S. M., & Griffin, J. G. (2014). Decision Difficulty in the Age of Consumer Empowerment. Journal of Consumer Psychology, 24(4), 608–625
- 7. Encouraging Action: Decision AidsPros & Cons Adapted from: Broniarczyk, S. M., & Griffin, J. G. (2014). Decision Difficulty in the Age of Consumer Empowerment. Journal of Consumer Psychology, 24(4), 608–625.
- 8. Encouraging Action: The Tightrope BrevityCompleteness TESTING
- 9. Test to LearnWhat Works
- 10. We’re testing everyday:big theories SOCIAL PROOF GAIN LOSS AVERSIONCONTROL Clear Winner!! We’re Testing Every Day: Big Theories
- 11. We’re testing everyday:small details Time of day, day of week • Tuesday at 10:30AM • Wednesday at 10:30AM, 12:00PM, and 5:30PM • Thursday at 10:30AM • Sunday at 5:30PM Clear Winner!! We’re Testing Every Day: Small Details
- 12. We learned alot, and increased conversion by 80%! Key Findings: What’s Worked Call to Action Original: “Start Today” New: “Get My Account” Result: 42% Conversion Increase Time of Day & Subject Line Original: “[Employer] Associates, Introducing a new tool from your 401(k) plan!” at 11:00AM EST New: “[Employer] Associates, Your HelloWallet Account is Ready!” at 10:30AM EST Result: 13.7%* Conversion Increase Ease of Sign Up Original: Email to Landing Page New: Email to Sign Up Page Result: 36% Conversion Increase Key Findings: We’re Wrong! Aspirational Template Base: Original Template Design Tested: Aspirational template design Result: 37% Conversion drop for test group Unique Subject Line & Sender Base: [Employer] Benefits sender and “Reminder, Your HelloWallet Account is Ready!” subject Tested: “Your Financial Future” sender and “Come Find me On HelloWallet” subject Result: 66%* Conversion drop for test group Omit “Free” and Shift to Social Proof Base: Reminder with “Free” in Header and no social proof Tested: Remove “free” and include social proof statement Result: 36% Conversion drop for test group Testing Helped Us increase Conversions By 80%
- 13. Resources 45 posts onA/B, Multivariate, and Usability Testing: http://tinyurl.com/pa259rx http://www.amazon.com/Designing-Behavior-Change- Psychology-Behavioral/dp/1449367623 https://whichtestwon.com/
Editor's Notes
- #11 Against each other