Chinwag Psych London 14. Andre Morys, Web Arts AG. "The Power of Values: Why Emotional Optimization has the Highest ROI"

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Chinwag Psych London 2014 @Chinwag psychmatters.co Andre Morys, Web Arts AG. "The Power of Values: Why Emotional Optimization has the Highest ROI"

The Power of Values 
Why Emotional Optimization has the Highest ROI
!
!
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!
!
!
!
!
!
!
!
!
!
!
!
André Morys
© André Morys @morys

where would you buy?
© André Morys @morys

where would you buy?
why?
© André Morys @morys

© Andre Morys, Web Arts AG www.web-arts.com13
© André Morys @morys

© Andre Morys, Web Arts AG© Andre Morys, Web Arts AG www.web-arts.com14
© André Morys @morys

© Andre Morys, Web Arts AG© Andre Morys, Web Arts AG www.web-arts.com15
Source:
Michael Summers
© André Morys @morys

© Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN

© Andre Morys, Web Arts AG www.web-arts.com19
© André Morys @morys

© Andre Morys, Web Arts AG www.web-arts.com22
Nucleus accumbens
• Amygdala
Bei drei Probanden war die Erregung signifikant höher für S
© André Morys @morys

© Andre Morys, Web Arts AG www.web-arts.com23
zappos.com - no activity
• Amygdala
Bei drei Probanden war die Erregung signifikant höher für S
© André Morys @morys

© Andre Morys, Web Arts AG www.web-arts.com24
shoeguru.ca - peak
• Amygdala
Bei drei Probanden war die Erregung signifikant höher für S
© André Morys @morys

© Andre Morys, Web Arts AG www.web-arts.com
simple
authentic
focussed
25
© André Morys @morys

Landingpage Ausgangsvariante (Status Quo) 
© André Morys @morys

1 2
3
4
6
5
7
81
4
2
5
3
9
10
11
12 13
14
Analysis Status-Quo 
Motivators
Demotivators
© André Morys @morys

© Andre Morys, Web Arts AG www.web-arts.com29
© André Morys @morys

© André Morys @morys
Style Elite Quality

0 DifferenciateQuality StyleOptimized
DURATION: 8 WEEKS,
N= 3.400 CONVERSIONS
SIGNIFICANCE: 99.9 %

0,00
15,00
30,00
45,00
60,00
Uplift CR (Sales)
55,0%
24,4%
19,7%17,1%
0,0%
0 DifferenciateQuality StyleOptimized
DURATION: 8 WEEKS,
N= 3.400 CONVERSIONS
SIGNIFICANCE: 99.9 %

People don‘t remember what you said,
they don‘t remember what you did but
they never forget how you made them feel.
© André Morys @morys

© Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN
A: Discount
© André Morys @morys

© Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN
B: Scarcity
© André Morys @morys

© Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN
B: Scarcity
0
350000
700000
1050000
1400000
A B
1.320.000
570.000
Umsatz (€₠€)
+136%
© André Morys @morys
DURATION: 2 WEEKS,
N= 938 CONVERSIONS
SIGNIFICANCE: 99.9 %

© Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN
C: Thank you, Austria!
© André Morys @morys

© Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN
0
600000
1200000
1800000
2400000
B C
2.386.800
1.171.200
Umsatz (€₠€)
+104%
C: Thank you, Austria!
© André Morys @morys
DURATION: 2 WEEKS,
N= 1852 CONVERSIONS
SIGNIFICANCE: 99.9 %

DURATION: 6 WEEKS,
N= 1.200 CONVERSIONS
SIGNIFICANCE: 99.9 %

0
4,75
9,5
14,25
19
A B C
DURATION: 6 WEEKS,
N= 1.200 CONVERSIONS
SIGNIFICANCE: 99.9 %

0
4,75
9,5
14,25
19
A B C
9,43%
DURATION: 6 WEEKS,
N= 1.200 CONVERSIONS
SIGNIFICANCE: 99.9 %

0
4,75
9,5
14,25
19
A B C
12,24%
9,43%
DURATION: 6 WEEKS,
N= 1.200 CONVERSIONS
SIGNIFICANCE: 99.9 %

0
4,75
9,5
14,25
19
A B C
18,2%
12,24%
9,43%
DURATION: 6 WEEKS,
N= 1.200 CONVERSIONS
SIGNIFICANCE: 99.9 %

0
4,75
9,5
14,25
19
A B C
18,2%
12,24%
9,43%
+93%
DURATION: 6 WEEKS,
N= 1.200 CONVERSIONS
SIGNIFICANCE: 99.9 %

„If it doesn‘t sell,
it isn‘t creative.“
© André Morys @morys

„If it doesn‘t sell,
it isn‘t creative.“
David Ogilvy
© André Morys @morys

© Andre Morys, Web Arts AG www.web-arts.com
5 Things you can get out of this
#1
Your web-analytics data can‘t
tell you what you can‘t measure.
42
© André Morys @morys

© Andre Morys, Web Arts AG www.web-arts.com
5 Things you can get out of this
#2
UVP > EVP > Desire
43
© André Morys @morys

© Andre Morys, Web Arts AG www.web-arts.com
5 Things you can get out of this
#3
Know the subconscious needs of
your customers.
44
© André Morys @morys

© Andre Morys, Web Arts AG www.web-arts.com
5 Things you can get out of this
#3
Know the subconscious needs of
your customers.
45
© André Morys @morys

© Andre Morys, Web Arts AG www.web-arts.com
5 Things you can get out of this
#4
Avoid gaps between analysis,
concept and testing.
46
© André Morys @morys

© Andre Morys, Web Arts AG www.web-arts.com
5 Things you can get out of this
#5
You don’t need an fmri scanner.
47
© André Morys @morys

© Andre Morys, Web Arts AG www.web-arts.com48
André Morys
andre.morys@web-arts.com
Tel. +49.6172.68097-15
!
@morys
www.web-arts.com
‣ Thanky you!

"Conversion Optimization" and "Testing" became the hottest topics on the strategic roadmaps of online marketing managers. But still, a lot of companies suffer from easy to solve problems that probably cost a couple of million dollars. In this talk, André Morys shows some unkown conversion barriers that are not visible on the website. He shows some practical examples and cases that show how effective optimization programs gain a lot more momentum and drive more optimization ROI than usual testing efforts do.

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Chinwag Psych London 14. Andre Morys, Web Arts AG. "The Power of Values: Why Emotional Optimization has the Highest ROI"

1. The Power of Values  Why Emotional Optimization has the Highest ROI ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! André Morys © André Morys @morys

25. © Andre Morys, Web Arts AG www.web-arts.com22 Nucleus accumbens • Amygdala Bei drei Probanden war die Erregung signifikant höher für S © André Morys @morys

26. © Andre Morys, Web Arts AG www.web-arts.com23 zappos.com - no activity • Amygdala Bei drei Probanden war die Erregung signifikant höher für S © André Morys @morys

27. © Andre Morys, Web Arts AG www.web-arts.com24 shoeguru.ca - peak • Amygdala Bei drei Probanden war die Erregung signifikant höher für S © André Morys @morys

44. 0 DifferenciateQuality StyleOptimized DURATION: 8 WEEKS, N= 3.400 CONVERSIONS SIGNIFICANCE: 99.9 %

45. 0,00 15,00 30,00 45,00 60,00 Uplift CR (Sales) 55,0% 24,4% 19,7%17,1% 0,0% 0 DifferenciateQuality StyleOptimized DURATION: 8 WEEKS, N= 3.400 CONVERSIONS SIGNIFICANCE: 99.9 %

46. People don‘t remember what you said, they don‘t remember what you did but they never forget how you made them feel. © André Morys @morys

49. © Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN B: Scarcity 0 350000 700000 1050000 1400000 A B 1.320.000 570.000 Umsatz (€₠€) +136% © André Morys @morys DURATION: 2 WEEKS, N= 938 CONVERSIONS SIGNIFICANCE: 99.9 %

52. © Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN 0 600000 1200000 1800000 2400000 B C 2.386.800 1.171.200 Umsatz (€₠€) +104% C: Thank you, Austria! © André Morys @morys DURATION: 2 WEEKS, N= 1852 CONVERSIONS SIGNIFICANCE: 99.9 %

53. DURATION: 6 WEEKS, N= 1.200 CONVERSIONS SIGNIFICANCE: 99.9 %

54. DURATION: 6 WEEKS, N= 1.200 CONVERSIONS SIGNIFICANCE: 99.9 %

55. 0 4,75 9,5 14,25 19 A B C DURATION: 6 WEEKS, N= 1.200 CONVERSIONS SIGNIFICANCE: 99.9 %

56. 0 4,75 9,5 14,25 19 A B C 9,43% DURATION: 6 WEEKS, N= 1.200 CONVERSIONS SIGNIFICANCE: 99.9 %

57. 0 4,75 9,5 14,25 19 A B C 12,24% 9,43% DURATION: 6 WEEKS, N= 1.200 CONVERSIONS SIGNIFICANCE: 99.9 %

58. 0 4,75 9,5 14,25 19 A B C 18,2% 12,24% 9,43% DURATION: 6 WEEKS, N= 1.200 CONVERSIONS SIGNIFICANCE: 99.9 %

59. 0 4,75 9,5 14,25 19 A B C 18,2% 12,24% 9,43% +93% DURATION: 6 WEEKS, N= 1.200 CONVERSIONS SIGNIFICANCE: 99.9 %

63. © Andre Morys, Web Arts AG www.web-arts.com 5 Things you can get out of this #1 Your web-analytics data can‘t tell you what you can‘t measure. 42 © André Morys @morys

64. © Andre Morys, Web Arts AG www.web-arts.com 5 Things you can get out of this #2 UVP > EVP > Desire 43 © André Morys @morys

65. © Andre Morys, Web Arts AG www.web-arts.com 5 Things you can get out of this #3 Know the subconscious needs of your customers. 44 © André Morys @morys

66. © Andre Morys, Web Arts AG www.web-arts.com 5 Things you can get out of this #3 Know the subconscious needs of your customers. 45 © André Morys @morys

67. © Andre Morys, Web Arts AG www.web-arts.com 5 Things you can get out of this #4 Avoid gaps between analysis, concept and testing. 46 © André Morys @morys

68. © Andre Morys, Web Arts AG www.web-arts.com 5 Things you can get out of this #5 You don’t need an fmri scanner. 47 © André Morys @morys

69. © Andre Morys, Web Arts AG www.web-arts.com48 André Morys andre.morys@web-arts.com Tel. +49.6172.68097-15 ! @morys www.web-arts.com ‣ Thanky you!

Chinwag Psych London 14. Andre Morys, Web Arts AG. "The Power of Values: Why Emotional Optimization has the Highest ROI"

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