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Online Dialogue Digital Analytics Congres 2019
This document discusses how data and psychology can be combined in digital analytics. It introduces Anouk, a data analyst, and Roos, a psychologist, who together lead a company called Data & Psychology that uses both data and behavioral insights to optimize websites. The document then provides examples of how data collection and analysis can be combined with psychological understanding of human behavior to test hypotheses and improve user experiences and conversion rates on websites.
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Online Dialogue Digital Analytics Congres 2019
- 1. Digital Analytics 8 oktober2019 Digital Analytics 8 oktober 2019
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- 6. Data & Psychology Uniquecombination between data en psychology
- 7. Unique combination betweenAnouk en Roos Data & Psychology ANOUK Data analyst ROOS Psychologist
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- 9. Conversion Rate Optimization Digitalgrowth / revenue Get to know our customers
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- 12. Multidisciplinary teams Strategic lead Business& process Developer Building Data researchers Analysis Psychologists Persuasive frameworks & copy Designers User experience design
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- 14. So, data &psychology...
- 16. Let’s start withdata
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- 24. Impact analyse Pages Looptijd (weken) MDE % Homepage4 3.2% Category page 3 4.5% Product page 4 5.2% Shopping cart 3 4.0% Checkout - stap 1 3 3.6% Checkout - stap 2 3 6.1%
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- 31. A little historyof the brain Earth Life Sexes Brain Today 4.6 billion yrs 3.6 billion yrs 1.2 billion yrs 0.6 billion yrs Big Bang 13.8 billion yrs
- 32. We have adual processing brain SYSTEM 1 SYSTEM 2
- 33. Knowing this makescompanies successful
- 34. 17 x 24= ?
- 35. 2 + 2= ?
- 36. ConsciousSubconscious Decision making Certainty Visual fluency Cognitivefluency Processing fluency Availability heuristic Confirmation bias Social Proof Law of distraction Chunking Attentional bias Choice paradox Ego depletion Impact bias Peak-end-rule Forer effect Gambler’s fallacy Mental accounting Ingroup bias
- 38. Behavioral insights Hypothesis 1Hypothesis 2 AB test AB test AB test AB test We try to build a behavioral model
- 39. Behavioural insights Test Sub hypothesis Sub hypothesis Sub hypothesis Test Test Test TestTest Test Test Test Test Test Test Test Test Test Test Test Test Test Test Test Test Test Test Test Test Test Test Testing without behavioral model The added value of a behavioral model
- 41. Behavioral study Where dataand psychology are coming together
- 43. That’s not theuser experience we want..
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- 46. Don’t do workyou can automate!
- 47. Want to knowmore? WE ARE HIRING! ACADEMY PSYCHOLOGY roos.van.dam@onlinedialogue.com DATA anouk.erens@onlinedialogue.com
- 48. Sint Jacobsstraat 31,3511 BL Utrecht +3130 4100 170 info@onlinedialogue.nl +3130 4100 170