Nathalie Nahai - Web psychology principles for you to A/B test

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In this short presentation, we'll look at 9 web psychology principles that you can test on your website to help increase your conversions / sales / leads.

This presentation is for you if you're in web design, conversion rate optimisation, e-commerce, UX, and copywriting.

Published in: Design, Technology

Nathalie Nahai - Web psychology principles for you to A/B test

  1. 1. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. PSYCH PRINCIPLES FOR YOU TO A/B TEST
  2. 2. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. FIRST… AN INTRODUCTION
  3. 3. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. THE WEB PSYCHOLOGIST NATHALIE NAHAI @TheWebPsych The Web Psychologist.com Institute Of Web Psychology.com THE WEB PSYCHOLOGIST LTD. 3
  4. 4. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. WEBS OF INFLUENCE THE PSYCHOLOGY OF ONLINE PERSUASION Pearson, 2012 UK | EU | USA | KOREA | JAPAN | CHINA THE WEB PSYCHOLOGIST LTD. 4
  5. 5. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. THE WEB PSYCHOLOGIST LTD. 5 WHO I’VE WORKED WITH
  6. 6. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. WEB PSYCHOLOGY [ ]I coined the term ‘Web Psychology’ in 2011 and defined it as… THE WEB PSYCHOLOGIST LTD. 6
  7. 7. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. The empirical study of how online environments influence our attitudes and behaviours “ ”THE WEB PSYCHOLOGIST LTD. 7 WEB PSYCHOLOGY
  8. 8. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. HOW IT HELPS YOU [ ]Web Psychology is a psychological toolkit that will help you design more persuasive websites, apps, and user experiences THE WEB PSYCHOLOGIST LTD. 8
  9. 9. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. WEBPSYCHOLOGY HCI neuro- aesthetics user experience social psychology cognitive psychology neuroscience cross-cultural psychology behavioural economics persuasive technology personality psychology digital humanities marketing THE WEB PSYCHOLOGIST LTD. 9
  10. 10. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. UNIVERSAL CULTURAL INDIVIDUAL 10THE WEB PSYCHOLOGIST LTD. IT’S ABOUT CONTEXT
  11. 11. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. UNIVERSAL CULTURAL INDIVIDUAL THE WEB PSYCHOLOGIST LTD. 11 IT’S ABOUT CONTEXT
  12. 12. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. UNIVERSAL CULTURAL INDIVIDUAL THE WEB PSYCHOLOGIST LTD. 12 IT’S ABOUT CONTEXT
  13. 13. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. 3 SECRETS TO ONLINE SUCCESS THE WEB PSYCHOLOGIST LTD. 13
  14. 14. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. 1  KNOW WHO YOU’RE TARGETING THE WEB PSYCHOLOGIST LTD. 14
  15. 15. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. 1  KNOW WHO YOU’RE TARGETING 2  COMMUNICATE PERSUASIVELY THE WEB PSYCHOLOGIST LTD. 15
  16. 16. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. 1  KNOW WHO YOU’RE TARGETING 2  COMMUNICATE PERSUASIVELY 3  SELL WITH INTEGRITY THE WEB PSYCHOLOGIST LTD. 16
  17. 17. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. We help businesses apply scientific rigour to their website design and content marketing, to increase sales and customer engagement THE WEB PSYCHOLOGIST LTD. 17 HOW WE HELP [ ]
  18. 18. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. Previous work includes: •  Training Fortune 100 FMCG company to apply web psychology in e-commerce •  Optimisation of eCommerce website for large retailer •  Advising on design and adoption strategy of new intranet for Fortune 500 company •  Psychometric segmentation and strategy for a major gambling site •  Training eBay’s Geo Expansion Marketing team in culturability (culture-specific usability and user behaviours) 18THE WEB PSYCHOLOGIST LTD. PREVIOUS WORK
  19. 19. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. CASE STUDY PSYCH PRINCIPLES
  20. 20. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. 20 www.learningpeople.co.uk THE WEB PSYCHOLOGIST LTD. E-learning site that delivers high quality, effective IT and project management courses LEARNING PEOPLE
  21. 21. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. Challenges 1  Some e-learning companies rip people off 2  They needed to position themselves differently Goals 1  Website must represent their ethical beliefs / practices 2  Aim to attract more clients and increase conversions THE WEB PSYCHOLOGIST LTD. 21 LEARNING PEOPLE
  22. 22. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. ORIGINAL WEBSITE
  23. 23. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. 23
  24. 24. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. 24 EYEQUANT •  Neuroscientific attention optimisation tool •  Based on over 500 live eye-tracking trials •  Brainchild of three of the world’s leading attention researchers: •  Prof. Christof Koch, PhD – California Institute of Technology •  Prof. Dr. Peter König – University of Southern California •  Prof. Laurent Itti, PhD – University of Osnabrück, Germany
  25. 25. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. PERCEPTUAL PATH ATTENTION HOTSPOTS THE WEB PSYCHOLOGIST LTD. 25
  26. 26. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. OPTIMISED WEBSITE
  27. 27. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. 27
  28. 28. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. PERCEPTUAL PATH ATTENTION HOTSPOTS THE WEB PSYCHOLOGIST LTD. 28
  29. 29. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. WHAT DID THEY CHANGE?
  30. 30. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. 30LESSON 1 YOUR WEBSITE #WEBPSYCH 1
  31. 31. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. 31THE WEB PSYCHOLOGIST LTD. PSYCH PRINCIPLES TO TEST 1  Reduce visual interference – white space, less clutter, fewer visual distractions 1
  32. 32. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. 32LESSON 1 YOUR WEBSITE #WEBPSYCH 2
  33. 33. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. 33THE WEB PSYCHOLOGIST LTD. LEARNING PEOPLE 1  Reduce visual interference – white space, less clutter, fewer visual distractions 2  Direct attention to logo – emphasises trust cue, increases credibility 2
  34. 34. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. 34LESSON 1 YOUR WEBSITE #WEBPSYCH 3
  35. 35. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. 35THE WEB PSYCHOLOGIST LTD. LEARNING PEOPLE 1  Reduce visual interference – white space, less clutter, fewer visual distractions 2  Direct attention to logo – emphasises trust cue, increases credibility 3  Eye-gaze / pointing – directs attention to CTA 3
  36. 36. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. 36LESSON 1 YOUR WEBSITE #WEBPSYCH 4
  37. 37. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. 37THE WEB PSYCHOLOGIST LTD. LEARNING PEOPLE 1  Reduce visual interference – white space, less clutter, fewer visual distractions 2  Direct attention to logo – emphasises trust cue, increases credibility 3  Eye-gaze / pointing – directs attention to CTA 4  Persuasive language – ‘FREE’ highlighted in saturated, contrasting colour 4
  38. 38. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. 38LESSON 1 YOUR WEBSITE #WEBPSYCH 5
  39. 39. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. 39THE WEB PSYCHOLOGIST LTD. LEARNING PEOPLE 1  Reduce visual interference – white space, less clutter, fewer visual distractions 2  Direct attention to logo – emphasises trust cue, increases credibility 3  Eye-gaze / pointing – directs attention to CTA 4  Persuasive language – ‘FREE’ highlighted in saturated, contrasting colour 5  Button – big, arousing colour, direct instruction, ‘FREE’ repeated here too 5
  40. 40. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. 40LESSON 1 YOUR WEBSITE #WEBPSYCH 6
  41. 41. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. 41THE WEB PSYCHOLOGIST LTD. LEARNING PEOPLE 1  Reduce visual interference – white space, less clutter, fewer visual distractions 2  Direct attention to logo – emphasises trust cue, increases credibility 3  Eye-gaze / pointing – directs attention to CTA 4  Persuasive language – ‘FREE’ highlighted in saturated, contrasting colour 5  Button – big, arousing colour, direct instruction, ‘FREE’ repeated here too 6  Authority – greyed-out logos (UK-specific) 6
  42. 42. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. 42LESSON 1 YOUR WEBSITE #WEBPSYCH 7
  43. 43. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. 43THE WEB PSYCHOLOGIST LTD. LEARNING PEOPLE 1  Reduce visual interference – white space, less clutter, fewer visual distractions 2  Direct attention to logo – emphasises trust cue, increases credibility 3  Eye-gaze / pointing – directs attention to CTA 4  Persuasive language – ‘FREE’ highlighted in saturated, contrasting colour 5  Button – big, arousing colour, direct instruction, ‘FREE’ repeated here too 6  Authority – greyed-out logos (UK-specific) 7  Permissive language – ‘It’s as easy as’… 7
  44. 44. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. 44LESSON 1 YOUR WEBSITE #WEBPSYCH 8
  45. 45. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. 45THE WEB PSYCHOLOGIST LTD. LEARNING PEOPLE 1  Reduce visual interference – white space, less clutter, fewer visual distractions 2  Direct attention to logo – emphasises trust cue, increases credibility 3  Eye-gaze / pointing – directs attention to CTA 4  Persuasive language – ‘FREE’ highlighted in saturated, contrasting colour 5  Button – big, arousing colour, direct instruction, ‘FREE’ repeated here too 6  Authority – greyed-out logos (UK-specific) 7  Permissive language – ‘It’s as easy as’… 8  Initiate behaviour chain – sequence of steps, progress, reduces ambiguity 8
  46. 46. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. 46LESSON 1 YOUR WEBSITE #WEBPSYCH 9
  47. 47. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. 47THE WEB PSYCHOLOGIST LTD. LEARNING PEOPLE 1  Reduce visual interference – white space, less clutter, fewer visual distractions 2  Direct attention to logo – emphasises trust cue, increases credibility 3  Eye-gaze / pointing – directs attention to CTA 4  Persuasive language – ‘FREE’ highlighted in saturated, contrasting colour 5  Button – big, arousing colour, direct instruction, ‘FREE’ repeated here too 6  Authority – greyed-out logos (UK-specific) 7  Permissive language – ‘It’s as easy as’… 8  Initiate behaviour chain – sequence of steps, progress, reduces ambiguity 9  Repeat CTA – make it easy for customers to buy 9
  48. 48. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. THE RESULT?
  49. 49. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. BEFORE THE WEB PSYCHOLOGIST LTD. 49 5.25% CONVERSION
  50. 50. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. BEFORE AFTER THE WEB PSYCHOLOGIST LTD. 50 5.25% CONVERSION 19.23% CONVERSION
  51. 51. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. BEFORE AFTER 366% CONVERSION BOOST THE WEB PSYCHOLOGIST LTD. 51 5.25% CONVERSION 19.23% CONVERSION
  52. 52. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. 9 THINGS TO TEST
  53. 53. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. 53THE WEB PSYCHOLOGIST LTD. GO RUN SOME TESTS! 1  Reduce visual interference 2  Direct attention to logo 3  Eye-gaze / pointing 4  Persuasive language (free, upgrade, trial) 5  Button (copy, colour, size) 6  Authority (logos, awards) 7  Permissive language (simply… it’s as easy as… only…) 8  Initiate behaviour chain 9  Repeat CTA
  54. 54. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. THANK YOU!
  55. 55. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. CONSULTANCY Website: thewebpsychologist.com Email: hello@thewebpsychologist.com Twitter: @thewebpsych SPEAKING Email: bookings@thewebpsychologist.com THE WEB PSYCHOLOGIST LTD. 55 CONTACT
  56. 56. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. If you want to know more try the FREE mini-course FREE COURSE

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