B3 Seminar: Converting Your Traffic into Customers - Andrew Machin

Increasing Conversion: People & Persuasion

Increasing Conversion:
People & Persuasion
by Andrew Machin


What are we talking about?
• What is a “Conversion Rate”?

• Why is it important?

• Increasing conversion through understanding our users

• ‘Persuasive’ Design

• Case study


What is a Conversion Rate?


£
YOUR SITE
TRAFFIC ATTRIBUTED
REVENUE


££
YOUR SITE
2x TRAFFIC 2x ATTRIBUTED
REVENUE


££
YOUR SITE
2x TRAFFIC 2x ATTRIBUTED
REVENUE
How efficient is this part?


The Maths

= %
Number of goals achieved
Total Traffic to the site
Your
Conversion
Rate


The Maths

1,000 Goals
10,000 Visitors
= 10%
Your
Conversion
Rate


Why is it important?


Some examples

10,000 10% = 1,000 £
Visitors Conversion rate Conversions


Some examples

20,000 10% = 2,000 £2x


Some examples

10,000 20% = 2,000 £2x


Some examples

15,000 15% = 2,250 £2.25x


Investment split

£100 ?
Driving Traffic vs. Converting Traffic

Conversion Rate Optimization Report 2012 - eConsultancy


Investment split

£100 £1

Driving Traffic vs. Converting Traffic

Conversion Rate Optimization Report 2012 - eConsultancy


IS GOOGLE LISTENING?


Increase conversion
through Understanding People


GOAL

Firstly; Define your Goals!


What is your website there to do?
• A very simple question

• Probably with a very simple answer

• Often never formally defined

• People think its enough to just have a site

• Without defined purpose its very easy to muddy the water

• Turf wars get in the way


Goals can be…
• Purchase a product

• Application for a loan

• Get a quote

• Generate a lead

• Access the right information

• Share


GOAL

Focus on the User’s Journey
towards that Goal


Isn’t being

USABLE
enough?


“Usability is the extent to which a
product can be used to achieve
specified goals with effectiveness,
efficiency and satisfaction in a
specified context of use”


Online trends

£58.8bn

£30.2bn

2006 2010

“Online Conversion Rates Drop by 55% in 5 Years” – IMGR.org


Online trends

8.4% £58.8bn

£30.2bn
3.8%

2006 2010

“Online Conversion Rates Drop by 55% in 5 Years” – IMGR.org


Why is this?
• ‘Online Procurement’ has become ‘Online Shopping’

• More people are browsing many sites – window shopping

• We’re behaving more like we do on the high street

• Our websites now no longer simply repositories of information

• A ‘usable’ site alone isn’t enough

• More than ever our websites need to be marketing driven/focused

• We need to work harder to connect on an emotional level

…losing a job & Persuasion
Increasing Conversion: People

…retire
…buy a
new house

…travel
…be rid
…retire of debt

Money is highly emotional


We just have to listen to the Users


My Mum


Things you WON’T hear my Mum say


“This is taking too many clicks”


“If this button was bigger
I would DEFINITELY buy
this product”


“WOW that logo is big, I’ll definitely
remember this site now”


Things you WILL hear my Mum say


“I don’t think I can trust this site”


“Why don’t they just give
me a price?”


“Why do they need to know this
[information] now?”


These are human emotional responses
• This is what we should be responding to

• She talks about her experience online in very human terms

• She operates through ‘gut feeling’ with minimal conscious awareness

• We need design that influences at this emotional level

• We call this ‘Persuasive Design’


Can ≠ Will


Persuasive Design


Listen Engage Persuade GOAL

The User’s Journey


LISTEN


Listening
• The easy part

• What is the user looking for? What are they here to achieve?

• Starts at SEO: Send the right traffic to the right page

• Present the most relevant information / responsive content

• What’s worse than someone who just wants to talk about themselves?

• Does your site ask you customer any questions?


Listening


ENGAGE


Engaging Users
• We’ve listened to what the user wants

• Now we want to answer their questions

• Tailor their experience

• Show only relevant information

• We have to understand how users read web pages


THEY DON’T

Jacob Nielson – useit.com


How long do you think you have
to engage a user?


3.8 seconds


Why is this?
• We all can suffer from Analysis Paralysis

• This is why we stereo type – we create shortcuts

• The same rules apply to your site

• This is why we find visualisations (such as info-graphics) so engaging


What to do?
• Be succinct with information and highlight salient:
• Features
• Benefits
• USPs

• Let superfluous information take a back seat

• Create content and structure that can be quickly scanned and digested

• Make it life easy for the user, and they will love you for it


Kiwibank.co.nz
• Succinct message

• Visualised communication

• Easily ‘scanned’

• Bite-size chunks of info

• Only relevant marketing
content fills the page

• Note: No products yet


INFLUENCE


Time to Influence
• We’ve listened to what the user is looking for

• We’ve delivered relevant content

• Presented it in an easily visually digestible way

• Now we need to influence their decision using ‘triggers’

• Some of which I’m even using in this presentation

Influence: Increasing Conversion: People & Persuasion

The Psychology of Persuasion

Dr. Robert B. Cialdini, President of INFLUENCE AT WORK


“6 Pillars of Influence”
• We are all conditioned to be vulnerable to six specific highly effective weapons
of persuasion that can make unwittingly compliant regardless of our intent

• Existed offline for some time

• We can use them in web design – creating “Persuasion Triggers”

• Chances are you’ll recognise (and relate to) many of them

• I’ve already subjected you to one


1

Reciprocation


When someone does
something for us or
gives us something, we
instinctually want to
return the favour


Examples


2

Commitment


If people commit, orally or in
writing, to an idea or goal,
they are more likely to
honour that commitment.


Example

Click here Yes! I want to save money


Example


3

Social Proofing


All of us look to others
to help us decide how to Sort results by
act, to guide our Most popular
behaviour, to determine
whether something is
right or wrong


4

Liking


People are far more
likely to say "yes" to
those they know and like

Quotes increased +80%
Cost per acquisition -73%


5

Authority


People will tend to obey
authority figures, even if
they are asked to perform
objectionable acts


6

Scarcity


Perceived scarcity will
generate demand. For
example, saying offers are
available for a "limited time
only" encourages sales


Are you Are you Are you
GOAL
listening? engaging? persuading?



Are you just
talking about GOAL
yourself?



An Emotional
Conversion Story


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Jared Spool – uie.com


"I'm not here to enter into a
relationship. I just want to
buy something."



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+ 45%

$300,000,000
“The $300 Million Button”



1. Assess traffic vs. conversion for optimum results
2. Clearly define your Goals
3. Focus the User’s Journey on that Goal
4. Are you listening, engaging & persuading?
5. Keep evolving your site
6. Simple changes can yield incredible results
7. And think of my Mum


Thank You Andrew.Machin@branded3.com
@The_Machin

Dr Cialdini: a trigger to establish Mum & my Son: a trigger to
Authority & Credibility establish Liking


#B3Seminar
@Branded_3

B3 Seminar: Converting Your Traffic into Customers - Andrew Machin

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