InboundCon 2016: You're Making My Brain Hurt! The Psychology behind Terrible Conversion Experiences - Michael Aagaard
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Remember that time you filled out 27 mandatory form fields (including fax) to get a free quote? Or when you had to fill out all 27 fields again because you didn’t check “Terms & Conditions”? What about the time the “Special Offer!” overlay hijacked the screen on your phone so you couldn’t buy anything? Yep, stuff like this can turn the most mild-mannered prospects into wall-punching maniacs. But why are these experiences so frustrating? What actually happens in our brains? In this session, we’ll examine the psychology behind terrible conversion experiences and identify specific tactics for avoiding them. Michael Aagaard, Unbounce’s Senior Conversion Optimizer, is widely known as one of the most passionate and enthusiastic people in the CRO Industry. He strives to make the internet a better place by inspiring companies to infuse research and testing into their marketing culture. When he is not analyzing and optimizing conversion experiences at Unbounce, you’ll find him onstage somewhere on the planet preaching the CRO gospel.
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InboundCon 2016: You're Making My Brain Hurt! The Psychology behind Terrible Conversion Experiences - Michael Aagaard
- 1. You’re Making My Brain The Psychology Behind Terrible Conversion Experiences #INBOUNDCON @ContentVerv e
- 6. “Mobile Marketing Automation” “See Live Demo”
- 12. 107 LINKS…
- 43. Two Fundamentally Different “Modes” of Thinking
- 44. Two Fundamentally Different “Modes” of Thinking 1. Intuitive Thinking 2. Analytical Thinking
- 45. Two Fundamentally Different “Modes” of Thinking 1. Intuitive Thinking 2. Analytical Thinking
- 47. 2 x 2 = 4 #INBOUNDCON @ContentVerve
- 48. 2 x 2 = 4 #INBOUNDCON @ContentVerve
- 50. 17 x 24 = 408 #INBOUNDCON @ContentVerve
- 51. 17 x 24 = 408 #INBOUNDCON @ContentVerve
- 52. 2. Analytical Thinking Something you do. 1. Intuitive Thinking Something that happens to you. VS SYSTEM 1 SYSTEM 2
- 53. 2. Analytical Thinking Something you do. 1. Intuitive Thinking Something that happens to you. VS SYSTEM 1 SYSTEM 2
- 54. 2. Analytical Thinking Something you do. 1. Intuitive Thinking Something that happens to you. VS SYSTEM 1 SYSTEM 2
- 55. VS SYSTEM 1 SYSTEM 2 Fast Automatic Emotional Subconscious In the moment Slow Effortful Logical Conscious Planning ahead
- 57. System 1 System 2 #INBOUNDCON @ContentVerve
- 60. I’m a split test junkie! @ContentVerve
- 63. I’m a split test junkie! @ContentVerve#mcdk16#INBOUNDCON @ContentVerve
- 64. System 1 System 2 ZZZZZZZZZZZ… #INBOUNDCON @ContentVerve
- 65. VS SYSTEM 1 SYSTEM 2 A MACHINE FOR JUMPING TO CONCLUSIONS THE LAZY CONTROLLER #INBOUNDCON @ContentVerve
- 68. THE LAW OF LEAST EFFORT
- 69. A B A B #INBOUNDCON @ContentVerve
- 70. System 1 System 2 “AT EASE” “STRAINED” (Intuitive Thinking) (Analytical Thinking) #INBOUNDCON @ContentVerve
- 79. What do you think this page was about? What was the goal of the page? #INBOUNDCON @ContentVerve
- 80. What do you think this page was about? What was the goal of the page? 0% 4% #INBOUNDCON @ContentVerve
- 81. What do you think this page was about? What was the goal of the page? #INBOUNDCON @ContentVerve
- 82. What do you think this page was about? What was the goal of the page? 80% 48% #INBOUNDCON @ContentVerve
- 83. ATTENTION RATIO 107 to 1 1 to 1 #INBOUNDCON @ContentVerve
- 99. LevelofCognitiveStrain Frustration, fatigue, loss of self-control HIGHLOW HIGH LOW #INBOUNDCON @ContentVerve
- 105. You wouldn’t like me when I’m hangry. “ ”
- 114. CHECKOUT STEP 1 CONF. PAGE SUBJECT LINE PRODUCT OVERVIEW BASKET INBOX PRODUCT PAGE CHECKOUT STEP 2 CHECKOUT STEP 3 EMAIL #INBOUNDCON @ContentVerve
- 117. CREATE A CONVERSION EXPERIENCE THAT FACILITATES COGNITIVE EASE #INBOUNDCON @ContentVerve
- 118. System 1 (intuitive) System 2 (analytical) The more we use System 2, the more our brains hurt Create a conversion experience that facilitates cognitive ease #INBOUNDCON @ContentVerve
- 119. Funnel walk through “Where does it hurt?” Perform 5-second tests to tap into System 1 #INBOUNDCON @ContentVerve unbounce.com/cro-viking/
- 120. COGNITIVE BIASES
- 121. MENTAL SHORTCUTS
- 122. PRIMING EFFECT
- 128. Complete the word you see on the screen. Fill in the missing letter and write the full word. Experiment 1 (Baseline - No Priming): #INBOUNDCON @ContentVerve
- 129. Experiment 1: Control - No Priming SOUP (8%)SOAP (92%) #INBOUNDCON @ContentVerve
- 130. Experiment 1: No priming 0 25 50 75 100 125 Experiment 2: Experiment 3: Experiment 4: 100% 75% 50% 25% 0% SOUP (8%) #INBOUNDCON @ContentVerve
- 131. Experiment 1: No priming 0 25 50 75 100 125 Experiment 2: Experiment 3: Experiment 4: 100% 75% 50% 25% 0% SOUP (8%) #INBOUNDCON @ContentVerve
- 132. Experiment 1: No priming 0 25 50 75 100 125 Experiment 2: Experiment 3: Experiment 4: 100% 75% 50% 25% 0% SOUP (8%) SOUP (68%) #INBOUNDCON @ContentVerve
- 133. Experiment 1: No priming 0 25 50 75 100 125 Experiment 2: Experiment 3: Experiment 4: 100% 75% 50% 25% 0% SOUP (8%) SOUP (68%) Dude - that’s a 750% Increase!!! #INBOUNDCON @ContentVerve
- 134. Experiment 1: No priming 0 25 50 75 100 125 Experiment 2: Experiment 3: Experiment 4: “HUNGRY” & “EAT” 100% 75% 50% 25% 0% SOUP (8%) SOUP (68%) #INBOUNDCON @ContentVerve
- 135. Experiment 1: No priming 0 25 50 75 100 125 Experiment 2: Experiment 3: Experiment 4: “HUNGRY” & “EAT” 100% 75% 50% 25% 0% SOUP (8%) SOUP (76%) SOUP (68%) #INBOUNDCON @ContentVerve
- 136. Experiment 1: No priming 0 25 50 75 100 125 Experiment 2: Experiment 3: Experiment 4: “HUNGRY” & “EAT” 100% 75% 50% 25% 0% SOUP (8%) SOUP (76%) SOUP (68%) #INBOUNDCON @ContentVerve
- 137. Experiment 1: No priming 0 25 50 75 100 125 Experiment 2: Experiment 3: Experiment 4: SOUP (84%) “HUNGRY” & “EAT” 100% 75% 50% 25% 0% SOUP (8%) SOUP (76%) SOUP (68%) #INBOUNDCON @ContentVerve
- 138. “Mobile Marketing Automation” “See Live Demo”
- 140. #INBOUNDCON
- 141. #INBOUNDCON
- 144. #INBOUNDCON
- 145. Free 30-Day Trial #INBOUNDCON @ContentVerve
- 152. System 1 is very susceptible to priming Used right, priming can make your brain hurt less Every step in the funnel primes the next, make sure there is a logical progression #INBOUNDCON @ContentVerve
- 153. Conduct Usability Tests to understand your “primes” Use Session Recording to find critical points in the funnel #INBOUNDCON @ContentVerve unbounce.com/cro-viking/
- 154. FRAMING EFFECT
- 155. “Tonight we’re having cold, dead fish with old seaweed.” #INBOUNDCON @ContentVerve
- 156. “Tonight we’re having delicious sushi with wakame salad.” #INBOUNDCON @ContentVerve
- 158. 97.5% FAT FREE 2.5% FAT A B #INBOUNDCON @ContentVerve
- 159. Which was the healthiest choice - A or B? #INBOUNDCON @ContentVerve
- 160. 52% Got it wrong #INBOUNDCON @ContentVerve
- 161. 80% LEAN MEAT 20% FAT A B #INBOUNDCON @ContentVerve
- 162. Which was the healthiest choice - A or B? #INBOUNDCON @ContentVerve
- 163. 56% Got it wrong #INBOUNDCON @ContentVerve
- 164. ORDER INFORMATION AND PRICES GET INFORMATION AND PRICESvs. 14.79% increase in leads ✓ 4 full weeks of data ✓ 541 conversions ✓ 95% significance level #INBOUNDCON @ContentVerve
- 168. Yes, I want to save $500 No way, I hate saving money! #INBOUNDCON @ContentVerve
- 170. USERS LEADS CR Control 2000 1 0.05% Treatment 2000 5 0.25% @ContentVerve#INBOUNDCON
- 171. USERS LEADS CR Control 2000 2 0.10% Treatment 2000 5 0.25% @ContentVerve#INBOUNDCON
- 172. DONATORS DONATIONS CR Control 2000 2 0.10% Treatment 2000 5 0.25% @ContentVerve 400% INCREASE IN CONVERSION 150% INCREASE IN CONVERSION #INBOUNDCON
- 173. USERS LEADS CR Control 2000 3 0.15% Treatment 2000 5 0.25% @ContentVerve#INBOUNDCON
- 174. DONATORS DONATIONS CR Control 2000 3 0.15% Treatment 2000 5 0.25% @ContentVerve 150% INCREASE IN CONVERSION 66% INCREASE IN CONVERSION #INBOUNDCON
- 175. @ContentVerve 0.15% 66% 95% 50 48,901 978 days (2.6 years) Current conversion rate: Desired relative lift: Target significance level : Users per day: Total sample (users): Test duration: #INBOUNDCON
- 176. @ContentVerve 0.15% 66% 95% 50 48,901 978 days (2.6 years) Current conversion rate: Desired relative lift: Target significance level : Users per day: Total sample (users): Test duration: #INBOUNDCON
- 178. 400% INCREASE IN CONVERSION @ContentVerve What conversion goal are you talking about? How long did you run the test (test duration? How large was the sample (conversions)? What was the significance level? #INBOUNDCON
- 179. The way you deliver a message has direct impact on how it is perceived We react differently to identical situations depending on how they are presented Used correctly, Framing can make your brain hurt less #INBOUNDCON @ContentVerve
- 180. Interview customers to understand what’s most important to them (how to frame your messages) Ask yourself “Can I communicate this in a better way?” #INBOUNDCON @ContentVerve unbounce.com/cro-viking/
- 181. WYSIATI
- 182. What You See Is All There Is (WYSIATI) #INBOUNDCON @ContentVerve
- 183. Choose Channels 14 day cancellation policy @ContentVerve#INBOUNDCON
- 184. A: Cancellation policy B: No cancellation policy Choose Channels 14 day cancellation policy @ContentVerve#INBOUNDCON
- 185. A: Cancellation policy B: No cancellation policy Choose Channels @ContentVerve#INBOUNDCON
- 186. A: Cancellation policy B: No cancellation policy ✓ 2 full business cycles ✓ 2153 conversions ✓ 99% significance level Choose Channels @ContentVerve#INBOUNDCON
- 187. A: Cancellation policy B: No cancellation policy 9 % increase in CTR ✓ 2 full business cycles ✓ 2153 conversions ✓ 99% significance level Choose Channels @ContentVerve#INBOUNDCON
- 188. Choose Channels Choose Channels 14 day cancellation policy @ContentVerve#INBOUNDCON
- 189. What Your Customers See Is All There Is #INBOUNDCON @ContentVerve
- 190. Personal info / Tell us a bit about you @ContentVerve#INBOUNDCON
- 191. These details are important; they enable us to identify you whenever you need to ask one of our agents a question. Why are you asking me for this info? @ContentVerve#INBOUNDCON
- 192. These details are important; they enable us to identify you whenever you need to ask one of our agents a question. Why are you asking me for this info? @ContentVerve#INBOUNDCON
- 194. What you see is NOT all there is!!! @ContentVerve#INBOUNDCON
- 195. What your customers see is all there is We don’t do much analysis - rather we take what is in front of us and turn it into the best story we can WYSIATI is a dangerous pitfall for marketers!!! #INBOUNDCON @ContentVerve
- 196. Conduct interviews with sales and support to identify your customers’ questions and concerns Use Feedback Polls to get specific insight #INBOUNDCON @ContentVerve unbounce.com/cro-viking/
- 197. System 2System 1 Audience Marketers #INBOUNDCON @ContentVerve
- 198. System 2System 1 Audience Marketers #INBOUNDCON @ContentVerve
- 199. System 2 System 1 Audience Marketers #INBOUNDCON @ContentVerve
- 200. THANKS FOR LISTENING!!! YOU ARE AWESOME!