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Of brains and buttons

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This is a talk about e-commerce. What makes it work. What causes it to fail.

There are four main topics in this presentation - from simple practical considerations to the more obscure cognitive triggers. IAs need to know this stuff and act on it in an informed, professional manner and each topic certainly deserves a presentation of its own – or a conference of its own. My aim here is simply to set your grey-matter in motion by introducing you to some generic problems and solutions that transcend almost all e-commerce solutions. Here’s the quick-and-dirty rundown:

1. Forms and basic functionality - the crap needs to work

2. Building shared references - folks won't buy what they don't understand

3. Value-added services - enhancing the experience through context

4. Cognitive triggers - influencing irrational decision-making processes

Of brains and buttons

  1. Increase the size of your package in just four weeks Eric Reiss @elreiss IA Summit 12 April 2, 2011 Denver, Colorado
  2. Of brains, buttons, and late-night television Eric Reiss @elreiss IA Summit 12 April 2, 2011 Denver, Colorado
  3. Rewarding Understandable Intuitive/emotional Rational/physical
  4. Let the games begin…
  5. Thanks for playing. Goodbye. Right answer. Wrong focus.
  6. Words of wisdom #1 Forms are the Elmer Fudds of e-commerce.
  7. Words of wisdom #2 Your form may be the first and only true dialog you have with a customer.
  8. Words of wisdom #3 There is no such thing as “online-conversion” without a form that works.
  9. The most (in)famous form of our time? Source: L. David Roper
  10. Words of wisdom #4 Bad form design costs more than just customers. A bad form can cost lives.
  11. The top four problems with forms • They come at a dumb time • They are unintelligible • They are difficult to complete • They cannot be completed
  12. Words of wisdom #5 If you want people to give you something, give them something first. They will feel a sense of obligation.
  13. “I don’t want to marry you guys. I just want to buy something. Stop forcing a relationship on me!” A frustrated shopper
  14. Opinionated observation #1 Some e-commerce sites are essentially the cyberspace equivalent of date-rape.
  15. 10 things customers will tell you 1. Don’t tell me how great you are. BE great! 2. Go the extra mile. 3. Don’t get in my way when I’m trying to shop. 4. If I know what I’m looking for, help me find it. 5. If I have questions, I want straight answers, not a salestalk. 6. Tell me if you’re going off to look for my size. Don’t just turn and leave. 7. If you expect me to buy something, tell me what it costs 8. Are your own affairs so important that you feel justified in ignoring me? 9. Don’t make me feel stupid. 10. If you make a mistake, admit it. Sources: Paco Underhill, Eric Reiss
  16. The top four problems with forms • They come at a dumb time • They are unintelligible • They are difficult to complete • They cannot be completed
  17. Courtesy of Mark Hurst
  18. The top four problems with forms • They come at a dumb time • They are unintelligible • They are difficult to complete • They cannot be completed
  19. Scary fact #1 About 75% of the people who requested a password, didn’t even try to complete a purchase once requested. Source: Jared Spool
  20. No! 3727 853184 91XXX Yes! 372785318491XXX No: Strandøre 15 Yes: Strandoere 15
  21. The top four problems with forms • They come at a dumb time • They are unintelligible • They are difficult to complete • They cannot be completed
  22. Rewarding Understandable Intuitive/emotional Rational/physical
  23. Cairo Egypt Illinois
  24. And what are you looking for in a shoe?
  25. What’s in our shared-reference toolkit? Words
  26. Words of wisdom #6 Content is king. But context is the kingdom.
  27. http://www.cdnow.com “Words” Words
  28. “Who are they?” “What is this?” “No habla inglés” “I’m new to the web” But culture can kill “Words”
  29. Old Hawaiian Hula Dancer Girl Motion Lamp All original and signed Dodge Inc on the base. Shade is original also but needs some repair or restoration. The hula girl is in wonderful condition with a fabulous patina. There is a little loss to the bronze finish at her right shoulder. No chips, cracks, repairs or scratches. Hula mechanics work excellent -- strong and quiet. Light works also. The only damage I have to report is the switch is bent some but still works -- I don't want to try to straighten it and risk breaking it. There are 4 settings--off, hula only, lamp only and lamp and hula. Wiring looks good. Base is 7 1/4" diameter. Lamp is 18" tall to top of the socket, 21 1/2" tall with shade attached. This is the very first hula girl motion lamp -- she has a lei around her neck and around each ankle. She looks to be made of bronze but I don't think so. Circa 1940's. What looks like spotting on the base is magnified dust particles from rubbing my finger on her skirt to straighten it out -- my camera really shows them up for some reason.
  30. Scary fact #2 Longer text outperforms short text by 40.5% • Short-copy ROI = -14% • Long-copy ROI = +21% Source: Marketingexperiments.com
  31. “Words fail me…”
  32. Words of wisdom #7 Show Bugs the carrot patch.
  33. Rewarding Understandable Intuitive/emotional Rational/physical
  34. I gss you cn rd ths txt :) wtht vwls.
  35. And what comes next… Big Mac Large shake ??? Fries
  36. Words of wisdom #6 (again) Content is king. But context is the kingdom.
  37. The magic of context • It differentiates your products • It differentiates your company • It provides a service • It facilitates upselling
  38. Scary fact #3 In the dark, all toothpaste looks alike. But so does hemorrhoid cream. Context differentiates. As does light. Source: Eric Reiss
  39. Words of wisdom #9 Bugs might be interested in your lettuce patch, too.
  40. Rewarding Understandable Intuitive/emotional Rational/physical
  41. New brain MT = a + b log2(2A/W + c) Mid brain love, hate Old brain sex, survival
  42. Cognitive challenges • Control images and colors • Limit choices (or expand them) • Provide social validation • Invoke scarcity • Play on fear of loss
  43. Click here Click here 21% increase in conversions Source: University of Bergen, Norway
  44. Cognitive challenges • Control images and colors • Limit choices (or expand them) • Provide social validation • Invoke scarcity • Play on fear of loss
  45. + vs. vs.
  46. Three different scenarios Buy camera and case at same time Expectation that some high-end cases would be sold Case bought separately – two choices Expectation that mostly low-end case would be sold Case bought separately – three choices Expectation that mostly mid-range case would be sold Inspired by Dr. Susan Weinschenk
  47. Cognitive challenges • Control images and colors • Limit choices (or expand them) • Provide social validation • Invoke scarcity • Play on fear of loss
  48. Social validation Scarcity Fear of loss
  49. 39 x 3 = 117
  50. Words of wisdom #10 It’s always funny when Bugs’ prefrontal cortex triumphs over Elmer Fudds’s amygdala and hippocampus.
  51. Rewarding Understandable Intuitive/emotional Rational/physical
  52. Words of wisdom #11 You play the game. Or you lose the game.
  53. Eric Reiss can (usually) be found at: The FatDUX Group ApS Strandøre 15 2100 Copenhagen Denmark Office: (+45) 39 29 67 77 Mobil: (+45) 20 12 88 44 Twitter: @elreiss info@fatdux.com www.fatdux.com
  • iriscold

    Apr. 19, 2012
  • gxjansen

    Jul. 2, 2011
  • mcoster

    Jul. 2, 2011
  • kent1112315

    Apr. 23, 2011
  • Richard_Marsh

    Apr. 12, 2011
  • stanciub

    Apr. 8, 2011
  • cjforms

    Apr. 8, 2011
  • vanderwal

    Apr. 7, 2011
  • ruyman

    Apr. 7, 2011
  • arfserra

    Apr. 7, 2011
  • bookslope

    Apr. 7, 2011

This is a talk about e-commerce. What makes it work. What causes it to fail. There are four main topics in this presentation - from simple practical considerations to the more obscure cognitive triggers. IAs need to know this stuff and act on it in an informed, professional manner and each topic certainly deserves a presentation of its own – or a conference of its own. My aim here is simply to set your grey-matter in motion by introducing you to some generic problems and solutions that transcend almost all e-commerce solutions. Here’s the quick-and-dirty rundown: 1. Forms and basic functionality - the crap needs to work 2. Building shared references - folks won't buy what they don't understand 3. Value-added services - enhancing the experience through context 4. Cognitive triggers - influencing irrational decision-making processes

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