905 keynote massey

@ConversionSci
Everyday
Conversion
Science
for managers and
marketers
Brian Massey, Conversion Scientist®
Conversion Sciences
bmassey@conversionsciences.com
@ConversionSci

@ConversionSci
behavioral science

@ConversionSci
behavioral science is built into our brains

@ConversionSci
the cost of behavioral data

@ConversionSci
we collect
questions and
call them
hypotheses
http://conversci.com/question
s

@ConversionSci
let’s build a landing page

@ConversionSci
a landing page has two jobs

@ConversionSci
Of
Offer
Offer
Fm
Form
Form

@ConversionSci
question:
what could
we possibly
offer?

@ConversionSci
http://adwords.google.com
or
http://your email provider.com

@ConversionSci
20% Off Window Treatments
We Bring the Showroom to You.
Free Local Design & Measure!
www.decorview.com
$100 off Power Shades
Sale on Automated Fashions.
www.decorview.com

@ConversionSci
$100 off Power Shades
Sale on Automated Fashions.
www.decorview.com

@ConversionSci
it follows the rules

@ConversionSci
Discounted Dollar Bills
50% off of new US dollars
from the leading reseller.
www.mint.gov

@ConversionSci
Enter a “Friend’s” Credit Card Number

@ConversionSci
I think I understand my customers.

@ConversionSci
Save on Half-price Dollars
50% off US Dollars for a Limited Time
Trade in Your Tens for Twenties
Give us Fifty Cents, We’ll give you a Dollar
Time is Running Out. Half-priced Dollars
Get 50% Off Direct from the Mint
Double Your Money Instantly
The IRS Says, “Sorry.” Sells Half-priced Dollar Bills

@ConversionSci
I think I know
the best
headline to
use.

@bmassey
I think people get what
I’m saying.
Source: UsabilityHub.com

@ConversionSci
I think people will click on the
right things.

@ConversionSci
Click Test:
Find Roadside Assistance.
Took 20 seconds on
average.

@ConversionSci
Final iteration.
From 20 seconds to 5 seconds to
find roadside assistance.

@ConversionSci
I think I know what people like.
question test

@ConversionSci
invite the designer in

@ConversionSci
Get Your Discount
Dollar Bills

@ConversionSci
I think my design is good.
eye tracking

@ConversionSci
Evaluating CTAs

@ConversionSci
Evaluating CTAs
• Uber vs. Lyft competitive analysis
• Lyft main CTA SEEN by 83%, Uber only 58%
• Direct correlation between SEEN % and action

@ConversionSci
This planner ensures all of the elements are
present for high-converting landing pages.
A Checklist for your
Landing Pages
http://conversci.com/LandingPageChecklist

@ConversionSci
launch and know

@ConversionSci
I wonder how people are using my website.

@ConversionSci
I wonder how are people are interacting with
my web pages.

@ConversionSci
I think I know how to
make things better.
ab testing

@ConversionSci
AB Test
Landing Page
Redesign
Control
Increased
Inquiries by
+16.16%
Variation A-
Alternative

@ConversionSci
I wonder if my customers had any
trouble buying.
thank you page surveys

@ConversionSci
“What almost kept
you from requesting
information?”

@ConversionSci
“What made you
choose Lite instead of
Pro?”

@ConversionSci
Control Variation
 +13% Conversion Rate
 +24% Revenue Per Visit

@ConversionSci
what question do you have TODAY
that could be answered with
behavioral data?

@ConversionSci
How will you discover the answer?
• Existing data from Adwords and Email
• Small group research? (UsabilityHub, UserTesting)
• Eye-tracking? (Sticky.ai, RealEye.io)
• Form Analysis? (HotJar)
• Session Recordings? (SessionCam, Inspectlet)
• Heatmaps? (HotJar, CrazyEgg)
• Analytics? (Google Analytics, Adobe Analytics)
• Qualitative research using surveys? (Qualaroo, SurveyMonkey)
• AB Testing (VWO, Optimizely, Omniconvert, Convert.com)

@ConversionSci
I wonder if I can do this.
I think I can.

@bmassey
Onsite and Remote Training
Site Analysis
AB Testing
Data-driven Redesigns
Free Consultation for attendees
Reach out to me directly:

905 keynote massey

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