The document discusses the concept of conversion optimization, emphasizing its systematic approach to enhance website performance through analytics and user feedback. It highlights techniques such as A/B testing, visual cueing, and psychological principles that motivate user actions, aiming to improve conversion rates. The importance of understanding user behavior and continuously testing strategies to refine the optimization process is also stressed.

1. CONVERSION
OPTIMIZATION
Annemarie Klaassen
Analytics & Optimization Expert @ Online Dialogue
@AM_Klaassen

2. About Me

3. About Online Dialogue
• Combination of data analysts, psychologists and marketers
• To improve their conversion rate
• And help businesses grow

4. What is a Conversion?
• Whatever the ultimate point of your website is, a conversion is
the successful completion of that action

5. What is Conversion Optimization?
• A structured and systematic approach to
improving the performance of a website
• Informed by insights—specifically, analytics
and user feedback
• Taking the traffic there is and making the
most of it
> In stead of throwing spaghetti on the wall
and hope something sticks

6. What is A/B-testing?
A/B testing is the act of running a simultaneous
experiment between two or more pages to see which
performs or converts the best

8. Advantages A/B-testing over Spaghetti
throwing
• A/B testing is straightforward: based on facts not opinions
• You can make a solid business case: by changing this, you will get
x% more profit
• You can run A/B tests before making expensive, and difficult-to-
change, technical investments

9. WHAT SHOULD I OPTIMIZE?
What should I test?

10. LEASED OVER $80 MILLION
IN CARS IN 2012!
www.lingscars.com

11. Which one was the winner?
+21%

12. OPINIONS ARE LIKE **SHOLES
everybody’s got one

13. YOU NEED A SYSTEMATIC
APPROACH

15. 1. Conduct Research
• What are visitors doing on the website?
• What should they be doing?
• Where is the website leaking money?
• Why aren’t they doing what they’re supposed to?
 Combine quantitative and qualitative data
Without an analyzed reason to start, it doesn’t make any sense to start at all

16. Gather qualitative insights
• Interview your customers
• Look at feedback on Twitter, Facebook and other social media
• Talk to your customer service! They know where visitors struggle
• Use online surveys

17. Gather quantitative insights
• User playback
• Heatmaps
• Webanalytics

18. Webanalytics: most important landingpages

19. Webanalytics: find the biggest leaks in the bucket!

21. Hypothesize

23. CRO meets Psychology!
• The consumer is a brain
• The brain can be persuaded
towards a desired action

24. There’s more to it than Cialdini’s 6 techniques
1. Scarcity
2. Liking
3. Authority
4. Social proof
5. Reciprocity
6. Commitment & Consistency
> 250 techniques
 Wheel-of-Persuasion.com

25. 2 Main things
1. You must attract the attention of the visitor
2. You must motivate the visitor to make a conversion
and remove the friction they may experience

26. ATTENTION & PERCEPTION

27. Attention & Perception
• We see things that are not really there
• We don’t see everything there is
• We see things differently than they really are

29. We don’t see everything there is
https://www.youtube.com/watch?v=ubNF9QNEQLA

30. We see things differently than they really are

31. We see things differently than they really are

32. You need the full attention of your visitor

33. Visual Cueing
“Our focus of attention is highly influenced by visual cues”
• Use a visual cue to emphasize your most important content
• If you have multiple chunks of content, use visual cues make your
customer consume these chunks in the most persuasive order.
• When you have more content than is visible (below the fold, or
on next pages), use cues to direct attention to this hidden
content.

34. Visual Cueing
+57%

35. Visual Cueing
+31%

36. Von Restorff Effect
“We automatically pay more attention to things that are significantly
different”
• Highlight products you want visitors to pay attention to
• Do something completely different from your competitors in SEA

37. Von Restorff Effect
+230%

38. The Law of Distraction
“Our rational thinking can’t deal with distraction”
• Make your web / app page as clean as possible, leaving out
navigation, social sharing buttons, (external) banners,…
• Offer a ‘let’s do this later’ functionality

39. The Law of Distraction
+11%

40. The Law of Distraction
+10%

41. Focusing Effect
“We can only consciously pay attention to one thing”
• Make sure your most important feature gets all the attention

42. Focusing Effect
+50%N.S.

43. 2 Main things
1. You must attract the attention of the visitor
2. You must motivate the visitor to make a conversion
and remove the friction they may experience

44. MOTIVATION & FRICTION

45. Autonomy
“We prefer situations that we have control over”
• Prevent mandatory fields and steps
• Introduce choices (even trivial ones)
• Allow users to freely go back and forward

46. Autonomy
+25%

47. Self-efficacy
“We are more likely to perform actions when we believe in our own
competence”
• Provide instant feedback on correct behavior
• Visualize the simplicity of procedures (a progress indicator)
• Use ‘how-to’ pages
• Use social proof

48. Self-efficacy
+11%

49. Self-efficacy
+17%

50. Money & Motivation
Imagine you need someone to help loading a sofa into your van. What’s
your best option?
• Just ask someone
• Just ask AND offer him/her a candy
• Just ask AND offer him/her a candy AND mentioning it’s worth € 0,50
• Just ask AND offer him/her € 0,50

51. Money Omission
“adding monetary rewards to a social equation, turns us into
selfish, calculating, non-social decision makers”
+69%

52. Foot in the Door
“We like something more as soon as we touch it”
• Get that first click!

53. Foot in the Door
+59%

54. Foot in the Door
+12%

55. Loss Aversion
“We strongly prefer avoiding losses to acquiring gains”
• When you want customers to make a
risk-averse choice (such as staying with you): Phrase your USP’s
as gains
• When you want customers to make a
risk-seeking choice (such as switching to you): Phrase your USP’s
as losses

56. Loss Aversion
+9%

57. Paradox of Choice
“One option is not really an option” & “If we are offered too many
choices we tend not to make a choice at all”
• Prevent providing only one Call-To-Action
• With a multitude of comparable products,
find the optimum number by testing

58. Paradox of Choice
+5%

59. Paradox of Choice
+10%

60. ONE MORE TIP…

61. Peak-end Rule
“The ending and the highest peak of an experience, determine
how we remember it”
• Bring your ‘enlightening moments‘ from your sales dialogue together
in one happy climax
• Use enticing extras, such as the good old ‘unexpected gift on your
thank you page!’

62. Peak-end Rule
https://www.youtube.com/watch?v=chdEpyhh_EM

63. ALWAYS BE TESTING!

64. THANK YOU!