Conversion Hotel 2018 Keynote: Lisa Pierson

•

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The document discusses mistakes that online dating services like Match.com make in onboarding new users and providing helpful information. It suggests companies should act as a tour guide for new customers, make the customer the star/focus, give customers one clear next step at a time, and show customers the benefits and improved future experience they can expect. The document provides examples and references from experts on how human psychology and behavior change principles can be applied to improve onboarding and conversion rates.

Marketing

Next Speaker:
LISA
PIERSON (CAN)
Conversion copywriting
Next Speaker:

I Joined MATCH.COM
and Didn’t Get the Love  
I Expected
Where was the onboarding help from  
Match when I needed it?
@piersonlisaj #ch2018

Mistake #1
MATCH LEAVES
ME STRANDED
@piersonlisaj #ch2018

BE A TOUR
GUIDE FOR YOUR
NEW CUSTOMER
1
@piersonlisaj #ch2018

Mistake #2
COPY IS ALL
ABOUT MATCH
@piersonlisaj #ch2018

MAKE YOUR
CUSTOMER THE
STAR OF THE SHOW
2
@piersonlisaj #ch2018

Mistake #3
NO CLEAR PATH
TO TAKE
(OVERWHELMING)
@piersonlisaj #ch2018

GIVE YOUR CUSTOMER
JUST ONE THING TO
DO AT A TIME
3
@piersonlisaj #ch2018

Mistake #4
DOESN’T SHOW
ME BENEFITS OR
OUTCOMES
@piersonlisaj #ch2018

SHOW YOUR
CUSTOMER THEIR
IMPROVED FUTURE
4
@piersonlisaj #ch2018

Problem
Agitate
Solution
@piersonlisaj #ch2018

Tired of dating people who aren’t the one?
Problem
@piersonlisaj #ch2018

Tired of dating people who aren’t the one?
You end up wasting your time and money on dates that
have no chance of ever becoming a committed
relationship.
Problem
Agitate
@piersonlisaj #ch2018

Loretta Graziano Breuning, PHD, author of Habits of a
Happy Brain: Retrain Your Brain to Boost Your Serotonin,
Dopamine, Oxytocin & Endorphin Levels
@piersonlisaj #ch2018

“Cortisol is your body’s emergency broadcast system.”
Loretta Graziano Breuning, PHD, author of Habits of a
Happy Brain: Retrain Your Brain to Boost Your Serotonin,
Dopamine, Oxytocin & Endorphin Levels
@piersonlisaj #ch2018

“Cortisol alerts us in time to prevent further setbacks and
disappointments.”  
Dr. Loretta Graziano Breuning, PHD
@piersonlisaj #ch2018

CURSE OF
TOO MUCH KNOWLEDGE
@piersonlisaj #ch2018

Dr. Mark Goulston, psychiatrist and author of
Just Listen – Discover the Secret to Getting
Through to Absolutely Anyone
@piersonlisaj #ch2018

MIRROR NEURON RECEPTOR DEFICIT
Dr. Mark Goulston, psychiatrist and author of
Just Listen – Discover the Secret to Getting
Through to Absolutely Anyone
@piersonlisaj #ch2018

“It’s an irresistible biological
urge, and one that pulls the
person toward you.”
Dr. Mark Goulston
@piersonlisaj #ch2018

A welcome email can
result in an increase of
320% in revenue when
compared to other
promotional emails.
https://www.easy-smtp.com/welcome-email-marketing-optimization

HELPFUL ONBOARDING IS A WIN WIN
A RELATIONSHIP WITH BENEFITS
@piersonlisaj #ch2018

You'll never need to rely on your memory to figure out if a decision was made
or where you saw that perfect lamp. It's all there. Right in your project.
Outcome
@piersonlisaj #ch2018

Teen 2
Teen 1
Teen 4
Teen 3
Tween 1
@piersonlisaj #ch2018

@piersonlisaj #ch2018
2 MAKE YOUR
CUSTOMER THE
STAR OF THE SHOW

@piersonlisaj #ch2018
3 GIVE YOUR CUSTOMER
JUST ONE THING TO
DO AT A TIME

@piersonlisaj #ch2018
4 SHOW YOUR
CUSTOMER THEIR
IMPROVED FUTURE

THANK YOU!
www.theconversioncopywriter.com/ch18

Conversion Hotel 2018 Keynote: Lisa Pierson

(video summary at: https://conversionhotel.com/session/keynote-2019-ai-personalization-demystified/) Guy has a background that is quite impressive. From Princeton to 3 years Boston Consulting Group in the 90’s and then on for his MBA at Stanford and MBA internship at Microsoft. Guy did his time at an online marketplace start-up that got acquired before he moved to Yahoo! to have several product marketing positions for 7 years in a row. He has been the head of global product and industry marketing at Twitter and was member of the executive team at Brightroll. Nowadays he is the founder and CEO of a start-up that uses machine learning to optimize websites. The number 1 outcome of the #CH2019 attendee question on what the hot topics in our industry are for the coming year, was: personalization. AI and Machine Learnings were also high on this list, the combination of these topics is the sweet-spot where we all know of that the companies we work for are going to invest heavenly in the next coming years. But as true data driven optimizers we also know that many companies won’t have the users to do proper personalization and/or machine learning. We also believe that they should fix the basics first… Nevertheless we know we are going to have to deal a lot with personalization and machine learning in our jobs. It may sound scary, because you don’t exactly know what it is and how to apply it, but you also know that this is the way to the future (or was McDonald’s buying Dynamic Yield a big fail?). But how to take the first steps in a proper way? When I thought of a potential speaker that could demystify AI and personalization for us – I thought of Guy. Happy learning, Ton Wesseling Founder & host of The Conference formerly known as Conversion Hotel

(video summary at: https://conversionhotel.com/session/keynote-2019-future-of-data-governance-gdpr/) This is an amazing woman with so much knowledge on analytics data and privacy in particular. I bumped into Aurélie Pols around 14 years ago when she was already publishing analytics content on the analytics blog of her former company (which might even be the first webanalytics agency being sold to a large firm). The blog was an inspiration for me to move away from writing about analytics for big broad marketing blogs and to start webanalisten.nl back in 2008 – a Dutch written niche blog on analytics and optimization. By then Aurélie already had 10 years of statistics and analytics experience… She moved on and did her work with Web Analytics Demystified and the Digital Analytics Association before she moved into the field of analytics & privacy. Yes, she focused on data and privacy already in 2012! So when I saw privacy and issues with data quality among the top 10 topics the #CH2019 attendees want to learn form I immediately thought of Aurélie. She accepted the challenge to keynote at Texel, also because she was born nearby in Alkmaar. Great Aurélie is coming over – she will enlighten us on all the questions we have on data and privacy. Cheers, Ton Wesseling Founder & host of The Conference formerly known as Conversion Hotel

CH2019 keynote: Lucia van den Brink - Keynote pitch winner

Webanalisten .nl

(video summary at: https://conversionhotel.com/session/keynote-2019-pitch-winner/) One of the many things I strive to optimize year-over-year is the quality (and diversity) of the attendees. To me this is even more important then the quality of the performers (who are important too, don’t get me wrong). Performers are there to inspire and entertain, but the time you spend with your fellow attendees is way bigger. This is were you go in depth based upon the inspiration by the performers. And of course it makes sense if I state that the combined knowledge of the 200 attendees is way bigger then the knowledge of the performers combined. Of course the performers are specialists, trained to deliver a performance. This is why they are on stage, but I also believe that there are also potential performers among our attendees. I’m not talking about the experienced performers that see this yearly Texel event as a nice final get together of optimization specialists before the winter conference break. I’m talking about people that are ready to take the step, but just need the final push. This year at The Conference formerly known as Conversion Hotel we were having a keynote pitch competition. Out of all the keynote pitch applications we got from the ticket application proces this summer we selected 9 contestants. They were guided in their 2 minute pitch by world class CRO speaker and speaker coach Michael Aagaard from Denmark. All these pitches will be delivered on Friday and all the attendees voted “Yes” or “No” on the question for every pitch “Do you want this presenter and topic as a keynote”. The highest “Yes” score will become a keynote on the #CH2019 main stage on Saturday. Number 9 got lot’s of speaker coaching by Michael and a bunch of drinks to recover. Number 2 to 8 were scheduled as a presentation in one of the two presentation rooms during the break-out sessions. Michael was there for support and will devote some coaching time after the conference! Lucia won the pitch competition and took main stage on Saturday. She did great! Enjoy the slides. Ton Wesseling Founder & host of The Conference formerly known as Conversion Hotel

CH2019 keynote: Elke Geraerts - Authenthic intelligence

Webanalisten .nl

(video summary at: https://conversionhotel.com/session/keynote-2019-authentic-intelligence/) Boundless curiosity and a passion for people – this perhaps best describes Elke. This unique combination quickly led to a flourishing academic career. With a PhD in psychology, Elke held various positions at the universities of Harvard, St Andrews, Maastricht and Rotterdam, where she attracted international attention with her research work. She moved over to the business site triggered by her scientific insights about mental resilience and started working on on increasing mental resilience, energy and productivity of employees. Her public breakthrough came with her bestseller “Mentaal Kapitaal” (2015). This book, which is now in its thirteenth edition, was translated into English under the title Better Minds. In 2016, “Het Nieuwe Mentaal” (The New Mental) followed; it takes a closer look at the importance of courage for a successful life. In her latest book, “Authentieke Intelligentie” (Authentic Intelligence), Elke passionately advocates that we capitalize fully on what makes us unique as humans in an increasingly digitized world. And this is exactly the reason to invite her for a keynote at #CH2019 – to give us some inspirational insights on how to survive as humans in this AI based future. Enjoy her talk, Ton Wesseling Founder & host of The Conference formerly known as Conversion Hotel

CH2019 keynote: Lukas Vermeer - One neat trick to run better experiments

Webanalisten .nl

(video summary at: https://conversionhotel.com/session/keynote-2019-run-better-experiments-srm-checks/) Lukas combines industry experience in online experimentation and data science with an academic background in computing science and machine learning. When I first met him, he was already a smart guy, but still working at Oracle. A year later he moved on to Booking.com (almost 7 years ago already – he has seen a large bunch of new employees coming in :-)) to finally become their director of experimentation. Lukas is responsible for the internal tooling and training that helps product development improve the customer experience in measurable steps through thousands of experiments. Of course he presented about this around the world, but never at Texel. Finally it was time to ask him – not to speak about democratizing experimentation or his storytelling on statistics. You have probably seen that before. We asked him because you, as CH2019 attendees, asked us to go advanced on experimentation and he is one of the only ones in Europe that has (co-)written in depth scientific papers on experimentation. And that is exactly what Lukas is going to do: go in depth on his recent Sample Ratio Mismatch paper. Enjoy the ride, Ton Wesseling Founder & host of The Conference formerly known as Conversion Hotel

CH2019 keynote: Roger Dooley - Friction

Webanalisten .nl

(video summary at: https://conversionhotel.com/session/keynote-2019-friction/) When I asked the #CH2019 attendees about topics they want to learn more about, consumer Psychology popped up in the top 5. Happy to see this topic so high on the list, because I truly believe that effective optimization is a combination of data & psychology. Going through potential speakers I reached out to Roger Dooley, because he just published his new book: “Friction – The Untapped Force That Can Be Your Most Powerful Advantage” (McGraw Hill, May 17, 2019). I’ve seen Roger on stage several times around the world presenting about his previous books, but he was never on stage yet at Texel. Perfect timing: so now he will be on our stage in November this year, to spread his knowledge, interact and investigate where friction can be reduced. Roger is also the author of Brainfluence: 100 Ways to Persuade and Convince Consumers with Neuromarketing. You might know him of his popular blog Neuromarketing or his columns at Forbes.com and I’m happy he accepted to keynote at CH2019. Cheers, Ton Wesseling Founder & host of The Conference formerly known as Conversion Hotel

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Conversion Hotel 2018 Keynote: Lisa Pierson

1. Next Speaker: LISA PIERSON (CAN) Conversion copywriting Next Speaker:

2. I Joined MATCH.COM and Didn’t Get the Love   I Expected Where was the onboarding help from   Match when I needed it? @piersonlisaj #ch2018

4. @piersonlisaj #ch2018

5. Mistake #1 MATCH LEAVES ME STRANDED @piersonlisaj #ch2018

6. BE A TOUR GUIDE FOR YOUR NEW CUSTOMER 1 @piersonlisaj #ch2018

7. Mistake #2 COPY IS ALL ABOUT MATCH @piersonlisaj #ch2018

8. MAKE YOUR CUSTOMER THE STAR OF THE SHOW 2 @piersonlisaj #ch2018

9. Mistake #3 NO CLEAR PATH TO TAKE (OVERWHELMING) @piersonlisaj #ch2018

10. GIVE YOUR CUSTOMER JUST ONE THING TO DO AT A TIME 3 @piersonlisaj #ch2018

11. Mistake #4 DOESN’T SHOW ME BENEFITS OR OUTCOMES @piersonlisaj #ch2018

12. SHOW YOUR CUSTOMER THEIR IMPROVED FUTURE 4 @piersonlisaj #ch2018

13. BE A TOUR GUIDE FOR YOUR NEW CUSTOMER 1 @piersonlisaj #ch2018

14. @piersonlisaj #ch2018

15. @piersonlisaj #ch2018

16. @piersonlisaj #ch2018

17. Problem Agitate Solution @piersonlisaj #ch2018

18. Problem Agitate Solution @piersonlisaj #ch2018

19. Tired of dating people who aren’t the one? Problem @piersonlisaj #ch2018

20. Tired of dating people who aren’t the one? You end up wasting your time and money on dates that have no chance of ever becoming a committed relationship. Problem Agitate @piersonlisaj #ch2018

21. Tired of dating people who aren’t the one? You end up wasting your time and money on dates that have no chance of ever becoming a committed relationship. Your time for bad dates and lonely life finally ends. Lisa is the answer. Problem Agitate Solution @piersonlisaj #ch2018

22. Tired of dating people who aren’t the one? You end up wasting your time and money on dates that have no chance of ever becoming a committed relationship. Your time for bad dates and lonely life finally ends. Lisa is the answer. Message Lisa now. Problem Agitate Solution Call to Action @piersonlisaj #ch2018

23. @piersonlisaj #ch2018

24. Loretta Graziano Breuning, PHD, author of Habits of a Happy Brain: Retrain Your Brain to Boost Your Serotonin, Dopamine, Oxytocin & Endorphin Levels @piersonlisaj #ch2018

25. “Cortisol is your body’s emergency broadcast system.” Loretta Graziano Breuning, PHD, author of Habits of a Happy Brain: Retrain Your Brain to Boost Your Serotonin, Dopamine, Oxytocin & Endorphin Levels @piersonlisaj #ch2018

26. “Cortisol alerts us in time to prevent further setbacks and disappointments.”   Dr. Loretta Graziano Breuning, PHD @piersonlisaj #ch2018

27. @piersonlisaj #ch2018

28. @piersonlisaj #ch2018

29. @piersonlisaj #ch2018

30. @piersonlisaj #ch2018

31.

32. @piersonlisaj #ch2018

33. CURSE OF TOO MUCH KNOWLEDGE @piersonlisaj #ch2018

34. MAKE YOUR CUSTOMER THE STAR OF THE SHOW 2 @piersonlisaj #ch2018

35. MIRROR NEURONS @piersonlisaj #ch2018

36. Dr. Mark Goulston, psychiatrist and author of Just Listen – Discover the Secret to Getting Through to Absolutely Anyone @piersonlisaj #ch2018

37. MIRROR NEURON RECEPTOR DEFICIT Dr. Mark Goulston, psychiatrist and author of Just Listen – Discover the Secret to Getting Through to Absolutely Anyone @piersonlisaj #ch2018

38. FEELING FELT @piersonlisaj #ch2018

39. “It’s an irresistible biological urge, and one that pulls the person toward you.” Dr. Mark Goulston @piersonlisaj #ch2018

40. @piersonlisaj #ch2018

41. A welcome email can result in an increase of 320% in revenue when compared to other promotional emails. https://www.easy-smtp.com/welcome-email-marketing-optimization

42. @piersonlisaj #ch2018

43. @piersonlisaj #ch2018

44. @piersonlisaj #ch2018

45. @piersonlisaj #ch2018

46. @piersonlisaj #ch2018

47. @piersonlisaj #ch2018

48. @piersonlisaj #ch2018

49. ç @piersonlisaj #ch2018

50. GIVE YOUR CUSTOMER JUST ONE THING TO DO AT A TIME 3 @piersonlisaj #ch2018

51. @piersonlisaj #ch2018

52. @piersonlisaj #ch2018

53. @piersonlisaj #ch2018

54. @piersonlisaj #ch2018

55.

56.

57. @piersonlisaj #ch2018

58. AHA MOMENT @piersonlisaj #ch2018

59. HELPFUL ONBOARDING IS A WIN WIN A RELATIONSHIP WITH BENEFITS @piersonlisaj #ch2018

60. @piersonlisaj #ch2018

61.

62. @piersonlisaj #ch2018

63. SHOW YOUR CUSTOMER THEIR IMPROVED FUTURE 4 @piersonlisaj #ch2018

64. @piersonlisaj #ch2018

65. @piersonlisaj #ch2018

66.

67. You'll never need to rely on your memory to figure out if a decision was made or where you saw that perfect lamp. It's all there. Right in your project. Outcome @piersonlisaj #ch2018

68. @piersonlisaj #ch2018

69. @piersonlisaj #ch2018

70. @piersonlisaj #ch2018

71. @piersonlisaj #ch2018

72. @piersonlisaj #ch2018

73. @piersonlisaj #ch2018

74. Teen 2 Teen 1 Teen 4 Teen 3 Tween 1 @piersonlisaj #ch2018

75. BE A TOUR GUIDE FOR YOUR NEW CUSTOMER 1 @piersonlisaj #ch2018

76. @piersonlisaj #ch2018 2 MAKE YOUR CUSTOMER THE STAR OF THE SHOW

77. @piersonlisaj #ch2018 3 GIVE YOUR CUSTOMER JUST ONE THING TO DO AT A TIME

78. @piersonlisaj #ch2018 4 SHOW YOUR CUSTOMER THEIR IMPROVED FUTURE

79. THANK YOU! www.theconversioncopywriter.com/ch18