Presented at ORBiT Canada's Real Time Day 2016 Keynote address by: Tara O'Doherty, customer experience expert at Cossette Communications A top Canadian insurance company added one particular visual element to their website and increased online quotes by 300%. Can you guess what it was? Not sure? Well, it's time to stop guessing when it comes to your digital strategy. So many brokers and advisors today are focused on the wrong digital strategies and metrics when it comes to their digital experiences. The key to success is to stop investing in driving more traffic to your site and start optimizing the site experience itself. Tara will provide hands-on examples, insights, and best practices for both desktop and smartphone experiences that will enable you to raise your digital success overnight.

1. 1
The Big 10:
Digital Experience
Strategies that
Convert and
Differentiate
1
Secret

2. No matter how much
technology advances,
the trigger behind
human behaviour will
pretty much remain the
same.
2

3. [UNIVERSAL TRUTH]
PEOPLE ARE LAZY
3

4. 4
UX is based on 200 years of
scientific knowledge,
30 years of industry best
practices, and specifically
applied research.

5. 5

6. 6
A B
+ 35.6%

7. 7
A
B
12 seconds 8 seconds
8 seconds12 seconds

9. 9
50%is of the
EXPERIENCE
EMOTION
Emotions are driven by
interactions.
Rick Hanson PhD “Confronting the Negativity Bias”

10. 10
A B
+72%

11. 11
The Big 10:
Digital Experience
Strategies that
Convert and
Differentiate
11
Secret
Not just another channel.
Customer are moving insurance from a
price to a value consideration.
Digital strategy and the key objective(s) for
insurers are a must.

12. Hotjar
#1

13. HOTJAR
Heat/Scroll Maps
Recordings

14. 14
75%
55%

15. Identify. Diagnosis. Eliminate.

16. 16
The Laws
Hick’s, Miller’s, Fitt’s
#2 - #4

17. 17
HICK’S LAW
[GOOD] [BAD]
Increasing the number of choices will increase decision time

18. MILLER’S LAW
Average person can hold in working memory is about seven(+/- 2)

19. 19
FITT’S LAW
[GOOD]
[BAD]
The time required to rapidly move to a target area is a function
of the distance to the target and the size of the target.

20. 20
PLEASE AVOID ALL CAPS
REQUIRES TOO MUCH
PLEASE AVOID ALL CAPS
REQUIRES TOO MUCH
PLEASE AVOID ALL CAPS
REQUIRES TOO MUCH

21. 21
Gestalt
#5

22. 22
A good continuity, once it has discovered a pattern, restricts the brain from
visiting all the zones of a screen simultaneously.
GESTALT

23. 23
Transparency I Value I Customer Service I Satisfaction

24. Affordance &
Signifiers
#6

25. 25

26. 26
AFFORDANCE
False Bottoms

27. 27
SIGNIFIERS
The perceivable parts of an affordance; they tell
us what actions are possible
Thanks, Google.

28. 28
LESS CLUTTER DOES
NOT EQUAL MORE
USABLE
SIMPLICITY BLINDESS

29. 10%
Increase in
conversation rate
20%
Decrease in web-related
phone calls
2s
Fastest loaded
airline website
https://work.co/virgin-america/

30. Videos
#7

31. 65% of the population are visual learners.
We processes visual information 60,000x faster than text.

32. 32
1. Expert
2. Celebrity
3. User
4. Wisdom of the crowd
5. Wisdom of your friends
1
25
1 2
12x More Than
That of The Company
5
3
34 4
4

33. Micro-Moments
+ Meta-Moments
#8

34. 34

35. 35
“If a consumers question is
answered effectively on a company’s
website, they are more likely to go
forward with their purchase
decision.”
INSTINCT

36. 36

37. 37
Meta-Moments must be planned.
A meta-moment is a brief
pause, a step back from the
immediate moment, where
the audience member has an
introspective experience.
Creates a deeper touchpoint
with the visitor.

40. Social
Proof
Credibility
Customer
ServiceCredibility

41. Contextual
Cross-Channel
#9

42. CONTEXTUAL EXPERIENCES
Deliver the Right experience,
to the Right user at the Right
time,
on the Right device.
Location I Time I Referrer I History I Trigger

43. Landing Pages
+ A/B Testing
#10

44. Companies with 10+
landing pages generate
55% more leads than
companies with 5 fewer
landing pages.
44
Sources:
http://blog.hubspot.com/blog/tabid/6307/bid/33756/Why-You-Yes-
You-Need-to- Create-More-Landing-Pages.aspx

45. The Ultimate Landing Page
1. Unique selling proposition (USP) ideally in the
headline
2. Secondary headline to draw the eye and increase
scannability
3. A succinct and compelling overview along with a list
of benefits and/or features
4. Testimonials and indicators of social proof (video!)
5. Micro-copy to encourage CTA action
6. A seductive call to action (CTA)
7. Limited links that launch into the full site
8. Hero image/video
9. Try to keep everything above the fold – ideally
600px
45
https://vwo.com/blog/landing-page-best-practices/

46. 46

47. [UNIVERSAL TRUTH]
PEOPLE ARE LAZY

48. Enjoy your
j(our)ney