b3 seminar: converting your traffic into customers - andrew machin

Increasing Conversion: People & Persuasion

Increasing Conversion: People & Persuasion by Andrew Machin


What are we talking about? • What is a “Conversion Rate”?

• Why is it important?

• Increasing conversion through understanding our users

• ‘Persuasive’ Design

• Case study


What is a Conversion Rate?


£ TRAFFIC ATTRIBUTED

REVENUE

YOUR SITE


££ 2x TRAFFIC 2x ATTRIBUTED

REVENUE

YOUR SITE


££ 2x TRAFFIC 2x ATTRIBUTED

REVENUE

YOUR SITE

How efficient is this part?


The Maths

% Your

Conversion Rate

=

Number of goals achieved

Total Traffic to the site


The Maths

10% =

1,000 Goals

10,000 Visitors Your

Conversion Rate


Why is it important?


10,000 Visitors

£

Some examples

10% Conversion rate

1,000 Conversions

=


20,000 Visitors

£2x

Some examples

10% Conversion rate

2,000 Conversions

=


10,000 Visitors

Some examples

20% Conversion rate

2,000 Conversions

=

£2x


15,000 Visitors

£2.25x

Some examples

15% Conversion rate

2,250 Conversions

=


Investment split

?

Conversion Rate Optimization Report 2012 - eConsultancy

Converting Traffic vs.

£100

Driving Traffic


Investment split

£1

vs.

Conversion Rate Optimization Report 2012 - eConsultancy

Converting Traffic

£100

Driving Traffic


IS GOOGLE LISTENING?


Increase conversion through Understanding People


Firstly; Define your Goals!

GOAL


What is your website there to do? • A very simple question

• Probably with a very simple answer

• Often never formally defined

• People think its enough to just have a site

• Without defined purpose its very easy to muddy the water

• Turf wars get in the way


Goals can be… • Purchase a product

• Application for a loan

• Get a quote

• Generate a lead

• Access the right information

• Share


Focus on the User’s Journey towards that Goal

GOAL


Isn’t being

USABLE enough?


“Usability is the extent to which a product can be used to achieve specified goals with effectiveness, efficiency and satisfaction in a specified context of use”


Online trends

“Online Conversion Rates Drop by 55% in 5 Years” – IMGR.org

£30.2bn

£58.8bn

2006 2010


Online trends

£30.2bn

£58.8bn 8.4%

3.8%

2006 2010

“Online Conversion Rates Drop by 55% in 5 Years” – IMGR.org


Why is this? • ‘Online Procurement’ has become ‘Online Shopping’

• More people are browsing many sites – window shopping

• We’re behaving more like we do on the high street

• Our websites now no longer simply repositories of information

• A ‘usable’ site alone isn’t enough

• More than ever our websites need to be marketing driven/focused

• We need to work harder to connect on an emotional level


Money is highly emotional

…retire

…travel …be rid of debt …retire

…losing a job …buy a new house


We just have to listen to the Users


My Mum


Things you WON’T hear my Mum say


“This is taking too many clicks”


“If this button was bigger I would DEFINITELY buy this product”


“WOW that logo is big, I’ll definitely remember this site now”


Things you WILL hear my Mum say


“I don’t think I can trust this site”


“Why don’t they just give me a price?”


“Why do they need to know this [information] now?”


These are human emotional responses • This is what we should be responding to

• She talks about her experience online in very human terms

• She operates through ‘gut feeling’ with minimal conscious awareness

• We need design that influences at this emotional level

• We call this ‘Persuasive Design’


Can ≠ Will


Persuasive Design


The User’s Journey

GOAL Listen Engage Persuade


LISTEN


Listening • The easy part

• What is the user looking for? What are they here to achieve?

• Starts at SEO: Send the right traffic to the right page

• Present the most relevant information / responsive content

• What’s worse than someone who just wants to talk about themselves?

• Does your site ask you customer any questions?


Listening


ENGAGE


Engaging Users • We’ve listened to what the user wants

• Now we want to answer their questions

• Tailor their experience

• Show only relevant information

• We have to understand how users read web pages


THEY DON’T

Jacob Nielson – useit.com


How long do you think you have to engage a user?

Jacob Nielson – useit.com


3.8 seconds Jacob Nielson – useit.com


Why is this? • We all can suffer from Analysis Paralysis

• This is why we stereo type – we create shortcuts

• The same rules apply to your site

• This is why we find visualisations (such as info-graphics) so engaging


What to do? • Be succinct with information and highlight salient:

• Features

• Benefits

• USPs

• Let superfluous information take a back seat

• Create content and structure that can be quickly scanned and digested

• Make it life easy for the user, and they will love you for it


Kiwibank.co.nz • Succinct message

• Visualised communication

• Easily ‘scanned’

• Bite-size chunks of info

• Only relevant marketing content fills the page

• Note: No products yet


INFLUENCE


Time to Influence • We’ve listened to what the user is looking for

• We’ve delivered relevant content

• Presented it in an easily visually digestible way

• Now we need to influence their decision using ‘triggers’

• Some of which I’m even using in this presentation


Dr. Robert B. Cialdini, President of INFLUENCE AT WORK

Influence: The Psychology of Persuasion


“6 Pillars of Influence” • We are all conditioned to be vulnerable to six specific highly effective weapons

of persuasion that can make unwittingly compliant regardless of our intent

• Existed offline for some time

• We can use them in web design – creating “Persuasion Triggers”

• Chances are you’ll recognise (and relate to) many of them

• I’ve already subjected you to one


Reciprocation 1


When someone does something for us or gives us something, we instinctually want to return the favour


Examples


Commitment 2


If people commit, orally or in writing, to an idea or goal, they are more likely to honour that commitment.


Example

Click here Yes! I want to save money


Example


Social Proofing 3


All of us look to others to help us decide how to act, to guide our behaviour, to determine whether something is right or wrong

Sort results by

Most popular


Example


Liking 4


People are far more likely to say "yes" to those they know and like

Quotes increased +80% Cost per acquisition -73%


Example


Authority 5


People will tend to obey authority figures, even if they are asked to perform objectionable acts


Example


Scarcity 6


Perceived scarcity will generate demand. For example, saying offers are available for a "limited time only" encourages sales


Example



GOAL Are you listening?

Are you engaging?

Are you persuading?



Are you just talking about

yourself? GOAL


An Emotional Conversion Story


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Jared Spool – uie.com


"I'm not here to enter into a relationship. I just want to

buy something."



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$300,000,000 45% +

“The $300 Million Button”



1. Assess traffic vs. conversion for optimum results 2. Clearly define your Goals 3. Focus the User’s Journey on that Goal 4. Are you listening, engaging & persuading? 5. Keep evolving your site 6. Simple changes can yield incredible results 7. And think of my Mum


[email protected]

@The_Machin

Thank You

Dr Cialdini: a trigger to establish

Authority & Credibility

Mum & my Son: a trigger to

establish Liking


#B3Seminar @Branded_3

b3 seminar: converting your traffic into customers - andrew machin

Documents

people persuasionwhat

people persuasionlisten

defined people

people persuasioninvestment

people persuasionthings

people persuasionwow

people persuasionthese

people persuasionusability