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10-Minute User Psychology Primer for CRO & LPO


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Conversion and landing page experiences are about emotion, not logic. We buy based on what we feel and rationalize with facts afterwards.

This slide deck was originally presented on July 26, 2012 at the Minnesota Search Engine Marketing Association's (MnSearch) Search Snippets monthly event feature CRO/LPO.

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10-Minute User Psychology Primer for CRO & LPO

  1. 1. 10-Minute Psychology Primer to Boost YourCRO/LPO Testing ResultsPresented by: Josh Braaten (@jlbraaten)Search Snippets – July 26, 2012
  2. 2. Emotion Beats Logic: The best website visits areemotional experiences, not rational encounters. UK-based Institute of Practitioners in Advertising (IPA): •“Campaigns with purely emotional content performed about twice as well” (31% vs. 16%) •“…those that were purely emotional did better than those that mixed emotional and rationale.” (31% vs. 26%) - Brainfluence, by Roger Dooley
  3. 3. The Reservoir of Goodwill: Website experiencesaffect conversion rates and success bit by bit. Every interaction with your website can fill or drain the reservoir. When it’s empty, you’ve lost your conversion. Image source: flickr
  4. 4. Web Analytics Analysis: Find the top conversionpaths and find where the reservoir is leaking.What’s wrong with this picture?
  5. 5. Develop and Test: Create hypotheses usingpsychological factors, then develop testing plans. Conversion rate psychology factors fall into two categories: 1. “Can do” = factors that influence a visitor’s ability to complete a task 2. “Will do” = factors that influence a visitors willingness to complete a task - Neuro Web Design, Susan Weinschenk
  6. 6. Can Your Users Do It? Use quantitative tools to findblockages, qualitative tools to understand them. Tools can help identify barriers to task completion and user satisfaction.
  7. 7. Will Your Users Do It? Experiment with the manyage-old factors of influence and persuasion.•Liking •Authority•Social Proof •Scarcity•Attractiveness •Authority•Reciprocity •Trust•Urgency •Sex
  8. 8. Additional Reading: