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You’re Making My Brain
The Psychology Behind Terrible Conversion Experiences
#mktfest @ContentVerve
@ContentVerve
You are Awesome!
@ContentVerve
“Mobile Marketing Automation”
“See Demo”
107 LINKS…
Daniel Kahneman
#mktfest @ContentVerve
Bart Schutz
#mktfest @ContentVerve
Bart Schutz
#mktfest @ContentVerve
ACTION!SUMMARY
unbounce.com/cro-viking/
#mktfest @ContentVerve
Two Fundamentally Different
“Modes” of Thinking
Two Fundamentally Different
“Modes” of Thinking
1.
Intuitive
Thinking
2.
Analytical
Thinking
Two Fundamentally Different
“Modes” of Thinking
1.
Intuitive
Thinking
2.
Analytical
Thinking
INTUITIVE
THINKING
#mktfest @ContentVerve
2 x 2 = 4
#mktfest @ContentVerve
2 x 2 = 4
#mktfest @ContentVerve
ANALYTICAL
THINKING
#mktfest @ContentVerve
17 x 24 = 408
#mktfest @ContentVerve
17 x 24 = 408
#mktfest @ContentVerve
2.
Analytical
Thinking
Something
you do.
1.
Intuitive
Thinking
Something that
happens to you.
VS
SYSTEM 1 SYSTEM 2
2.
Analytical
Thinking
Something
you do.
1.
Intuitive
Thinking
Something that
happens to you
VS
SYSTEM 1 SYSTEM 2
2.
Analytical
Thinking
Something
you do.
1.
Intuitive
Thinking
Something that
happens to you
VS
SYSTEM 1 SYSTEM 2
VS
SYSTEM 1 SYSTEM 2
Fast
Automatic
Emotional
Subconscious
In the moment
Slow
Effortful
Logical
Conscious
Planning ahead
#mktfest @ContentVerve
System 1 System 2
#mktfest @ContentVerve
Intuitive Analytical
#mktfest @ContentVerve
Intuitive Analytical
#mktfest @ContentVerve
I’m a split test junkie!
@ContentVerve
2
@ContentVerve#mcdk16#mktfest @ContentVerve
0
@ContentVerve#mcdk16#mktfest @ContentVerve
I’m a split test junkie!
@ContentVerve@ContentVerve#mktfest
System 1 System 2
ZZZZZZZZZZZ…
#mktfest @ContentVerve
VS
SYSTEM 1 SYSTEM 2
A MACHINE FOR
JUMPING TO
CONCLUSIONS
THE LAZY
CONTROLLER
#mktfest @ContentVerve
@ContentVerve#mktfest
#mktfest @ContentVerve
THE LAW OF
LEAST EFFORT
A B
A B
#mktfest @ContentVerve
System 1 System 2
“AT EASE” “STRAINED”
(Intuitive Thinking) (Analytical Thinking)
#mktfest @ContentVerve
#mktfest @ContentVerve
RED
BLUE
GREEN
YELLOW
ORANGE
PURPLE
GREEN
ORANGE
PURPLE
RED
YELLOW
BLUE
GREEN
ORANGE
PURPLE
RED
YELLOW
BLUE
RED
BLUE
GREEN
YELLOW
ORANGE
PURPLE
22
SECONDS
7
SECONDS
#mktfest @ContentVerve
CognitiveLoad
Cognitive Strain
HIGHLOW
HIGH
LOW
#mktfest @ContentVerve
#mktfest @ContentVerve
What do you think this page was about? What was the goal of the page?
#mktfest @ContentVerve
What do you think this page was about? What was the goal of the page?
0% 4%
#mktfest @ContentVerve
What do you think this page was about? What was the goal of the page?
#mktfest @ContentVerve
What do you think this page was about? What was the goal of the page?
80% 48%
#mktfest @ContentVerve
ATTENTION RATIO
107 to 1 1 to 1
#mktfest @ContentVerve
1. 2.
3.
4.
#mktfest @ContentVerve
#mktfest @ContentVerve
#mktfest @ContentVerve
#mktfest @ContentVerve
#mktfest @ContentVerve
#mktfest @ContentVerve
#mktfest @ContentVerve
#mktfest @ContentVerve
#mktfest @ContentVerve
#mktfest @ContentVerve
#mktfest @ContentVerve
#mktfest @ContentVerve@ContentVerve
LevelofCognitiveStrain
Frustration, fatigue, loss of self-control
HIGHLOW
HIGH
LOW
#mktfest @ContentVerve
#mktfest @ContentVerve
#mktfest @ContentVerve
#mktfest @ContentVerve
#mktfest @ContentVerve
#mktfest @ContentVerve
You wouldn’t
like me when
I’m hangry.
“
”
#mktfest @ContentVerve
#mktfest @ContentVerve
#mktfest @ContentVerve
#mktfest @ContentVerve
4px 111px
#mktfest @ContentVerve
#mktfest @ContentVerve@ContentVerve
CHECKOUT
STEP 1
CONF.
PAGE
SUBJECT
LINE
PRODUCT 

OVERVIEW
BASKET
INBOX
PRODUCT

PAGE
CHECKOUT
STEP 2
CHECKOUT
STEP 3
EMAIL
#mktfest @ContentVerve
#mktfest @ContentVerve
=
#mktfest @ContentVerve
CREATE A CONVERSION EXPERIENCE
THAT FACILITATES COGNITIVE EASE
#mktfest @ContentVerve
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
#mktfest @ContentVerve
Funnel walk through “Where does it hurt?”
Perform 5-second tests to tap into System 1
#mktfest @ContentVerve
unbounce.com/cro-viking/
COGNITIVE
BIASES
MENTAL
SHORTCUTS
PRIMING EFFECT
SOAP_
#mktfest @ContentVerve
WASH
#mktfest @ContentVerve
SOAP
#mktfest @ContentVerve
EAT
#mktfest @ContentVerve
SOUP
#mktfest @ContentVerve
Complete the word you see on the screen.
Fill in the missing letter and write the full word.
SOAP_
Experiment 1 (Baseline - No Priming):
#mktfest @ContentVerve
Experiment 1:
Control - No Priming
SOUP (8%)SOAP (92%)
#mktfest @ContentVerve
Experiment 1:
No priming
0
25
50
75
100
Experiment 2: Experiment 3: Experiment 4:
100%
75%
50%
25%
0%
SOUP (8%)
#mktfest @ContentVerve
Experiment 1:
No priming
0
25
50
75
100
Experiment 2: Experiment 3: Experiment 4:
100%
75%
50%
25%
0%
SOUP (8%)
#mktfest @ContentVerve
Experiment 1:
No priming
0
25
50
75
100
Experiment 2: Experiment 3: Experiment 4:
100%
75%
50%
25%
0%
SOUP (8%)
SOUP (68%)
#mktfest @ContentVerve
Experiment 1:
No priming
0
25
50
75
100
Experiment 2: Experiment 3: Experiment 4:
100%
75%
50%
25%
0%
SOUP (8%)
SOUP (68%)
Dude - that’s a
750%
Increase!!!
#mktfest @ContentVerve
Experiment 1:
No priming
0
25
50
75
100
Experiment 2: Experiment 3: Experiment 4:
“HUNGRY”
&
“EAT”
100%
75%
50%
25%
0%
SOUP (8%)
SOUP (68%)
#mktfest @ContentVerve
Experiment 1:
No priming
0
25
50
75
100
Experiment 2: Experiment 3: Experiment 4:
“HUNGRY”
&
“EAT”
100%
75%
50%
25%
0%
SOUP (8%)
SOUP (76%)
SOUP (68%)
#mktfest @ContentVerve
Experiment 1:
No priming
0
25
50
75
100
Experiment 2: Experiment 3: Experiment 4:
“HUNGRY”
&
“EAT”
100%
75%
50%
25%
0%
SOUP (8%)
SOUP (76%)
SOUP (68%)
#mktfest @ContentVerve
Experiment 1:
No priming
0
25
50
75
100
Experiment 2: Experiment 3: Experiment 4:
SOUP (84%)
“HUNGRY”
&
“EAT”
100%
75%
50%
25%
0%
SOUP (8%)
SOUP (76%)
SOUP (68%)
#mktfest @ContentVerve
“Mobile Marketing Automation”
“See Demo”
#mktfest @ContentVerve
#mktfest
#mktfest
#mktfest @ContentVerve
#mktfest @ContentVerve
#mktfest
Free 30-Day Trial
#mktfest @ContentVerve
#mktfest @ContentVerve
#mktfest @ContentVerve
#mktfest @ContentVerve
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
#mktfest @ContentVerve
Conduct Usability Tests to understand your “primes”
Use Session Recording to find critical points in the funnel
#mktfest @ContentVerve
unbounce.com/cro-viking/
FRAMING
EFFECT
“Tonight we’re having cold,
dead fish with old seaweed.”
#mktfest @ContentVerve
“Tonight we’re having delicious
sushi with wakame salad.”
#mktfest @ContentVerve
@ContentVerve#mktfest @ContentVerve
97.5% FAT FREE 2.5% FAT
A B
#mktfest @ContentVerve
Which was the healthiest choice - A or B?
#mktfest @ContentVerve
52% Got it wrong
#mktfest @ContentVerve
80% LEAN MEAT 20% FAT
A B
#mktfest @ContentVerve
Which was the healthiest choice - A or B?
#mktfest @ContentVerve
56% Got it wrong
#mktfest @ContentVerve
ORDER INFORMATION AND PRICES GET INFORMATION AND PRICESvs.
14.79% increase in leads
✓ 4 full weeks of data
✓ 541 conversions
✓ 95% significance level
#mktfest @ContentVerve
#mktfest @ContentVerve
#mktfest @ContentVerve
Meh…
Nah…
#mktfest @ContentVerve
Yes, I want to save $500
No way, I hate saving money!
#mktfest @ContentVerve
400%
INCREASE IN CONVERSION
@ContentVerve#mktfest
USERS LEADS CR
Control 2000 1 0,05 %
Treatment 2000 5 0,25 %
@ContentVerve#mktfest
USERS LEADS CR
Control 2000 2 0,10 %
Treatment 2000 5 0,25 %
@ContentVerve#mktfest
DONATORS DONATIONS CR
Control 2000 2 0,10 %
Treatment 2000 5 0,25 %
@ContentVerve
400%
INCREASE IN CONVERSION
150%
INCREASE IN CONVERSION
#mktfest
USERS LEADS CR
Control 2000 3 0,15 %
Treatment 2000 5 0,25 %
@ContentVerve#mktfest
DONATORS DONATIONS CR
Control 2000 3 0,15 %
Treatment 2000 5 0,25 %
@ContentVerve
150%
INCREASE IN CONVERSION
66%
INCREASE IN CONVERSION
#mktfest
@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:
#mktfest
@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:
#mktfest
@ContentVervehttp://unbounce.com/ab-test-duration-calculator/
#mktfest
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?
#mktfest
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
#mktfest @ContentVerve
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?”
#mktfest @ContentVerve
unbounce.com/cro-viking/
WYSIATI
What You See
Is All There Is
(WYSIATI)
#mktfest @ContentVerve
Choose Channels
14 day cancellation policy
@ContentVerve#mktfest
A: Cancellation policy
B: No cancellation policy
Choose Channels
14 day cancellation policy
@ContentVerve#mktfest
A: Cancellation policy
B: No cancellation policy
Choose Channels
@ContentVerve#mktfest
A: Cancellation policy
B: No cancellation policy
✓ 2 full business cycles
✓ 2153 conversions
✓ 99% significance level
Choose Channels
@ContentVerve#mktfest
A: Cancellation policy
B: No cancellation policy
9 % increase in CTR
✓ 2 full business cycles
✓ 2153 conversions
✓ 99% significance level
Choose Channels
@ContentVerve#mktfest
Choose Channels Choose Channels
14 day cancellation policy
@ContentVerve#mktfest
What Your
Customers See
Is All There Is
#mktfest @ContentVerve
Personal info / Tell us a bit about you 
@ContentVerve#mktfest
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#mktfest
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#mktfest
#mktfest @ContentVerve
What you see is
NOT
all there is!!!
@ContentVerve#mktfest
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!!!
#mktfest @ContentVerve
Conduct interviews with sales and support to
identify your customers’ questions and concerns
Use Feedback Polls to get specific insight
#mktfest @ContentVerve
unbounce.com/cro-viking/
System 2System 1
Audience Marketers
#mktfest @ContentVerve
System 2System 1
Audience Marketers
#mktfest @ContentVerve
System 2
System 1
Audience
Marketers
#mktfest @ContentVerve
THANKS FOR LISTENING!!!
YOU ARE AWESOME!
SEE YOU AT THE AFTER-PARTY!!!
unbounce.com/cro-viking/Resource Page:

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