Increasing Conversion: People & Persuasion
Increasing Conversion: People & Persuasion by Andrew Machin
Increasing Conversion: People & Persuasion
What are we talking about? • What is a “Conversion Rate”?
• Why is it important?
• Increasing conversion through understanding our users
• ‘Persuasive’ Design
• Case study
Increasing Conversion: People & Persuasion
What is a Conversion Rate?
Increasing Conversion: People & Persuasion
£ TRAFFIC ATTRIBUTED
REVENUE
YOUR SITE
Increasing Conversion: People & Persuasion
££ 2x TRAFFIC 2x ATTRIBUTED
REVENUE
YOUR SITE
Increasing Conversion: People & Persuasion
££ 2x TRAFFIC 2x ATTRIBUTED
REVENUE
YOUR SITE
How efficient is this part?
Increasing Conversion: People & Persuasion
The Maths
% Your
Conversion Rate
=
Number of goals achieved
Total Traffic to the site
Increasing Conversion: People & Persuasion
The Maths
10% =
1,000 Goals
10,000 Visitors Your
Conversion Rate
Increasing Conversion: People & Persuasion
Why is it important?
Increasing Conversion: People & Persuasion
10,000 Visitors
£
Some examples
10% Conversion rate
1,000 Conversions
=
Increasing Conversion: People & Persuasion
20,000 Visitors
£2x
Some examples
10% Conversion rate
2,000 Conversions
=
Increasing Conversion: People & Persuasion
10,000 Visitors
Some examples
20% Conversion rate
2,000 Conversions
=
£2x
Increasing Conversion: People & Persuasion
15,000 Visitors
£2.25x
Some examples
15% Conversion rate
2,250 Conversions
=
Increasing Conversion: People & Persuasion
Investment split
?
Conversion Rate Optimization Report 2012 - eConsultancy
Converting Traffic vs.
£100
Driving Traffic
Increasing Conversion: People & Persuasion
Investment split
£1
vs.
Conversion Rate Optimization Report 2012 - eConsultancy
Converting Traffic
£100
Driving Traffic
Increasing Conversion: People & Persuasion
IS GOOGLE LISTENING?
Increasing Conversion: People & Persuasion
Increase conversion through Understanding People
Increasing Conversion: People & Persuasion
Firstly; Define your Goals!
GOAL
Increasing Conversion: People & Persuasion
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
Increasing Conversion: People & Persuasion
Goals can be… • Purchase a product
• Application for a loan
• Get a quote
• Generate a lead
• Access the right information
• Share
Increasing Conversion: People & Persuasion
Focus on the User’s Journey towards that Goal
GOAL
Increasing Conversion: People & Persuasion
Isn’t being
USABLE enough?
Increasing Conversion: People & Persuasion
“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”
Increasing Conversion: People & Persuasion
Online trends
“Online Conversion Rates Drop by 55% in 5 Years” – IMGR.org
£30.2bn
£58.8bn
2006 2010
Increasing Conversion: People & Persuasion
Online trends
£30.2bn
£58.8bn 8.4%
3.8%
2006 2010
“Online Conversion Rates Drop by 55% in 5 Years” – IMGR.org
Increasing Conversion: People & Persuasion
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
Increasing Conversion: People & Persuasion
Money is highly emotional
…retire
…travel …be rid of debt …retire
…losing a job …buy a new house
Increasing Conversion: People & Persuasion
We just have to listen to the Users
Increasing Conversion: People & Persuasion
My Mum
Increasing Conversion: People & Persuasion
Things you WON’T hear my Mum say
Increasing Conversion: People & Persuasion
“This is taking too many clicks”
Increasing Conversion: People & Persuasion
“If this button was bigger I would DEFINITELY buy this product”
Increasing Conversion: People & Persuasion
“WOW that logo is big, I’ll definitely remember this site now”
Increasing Conversion: People & Persuasion
Things you WILL hear my Mum say
Increasing Conversion: People & Persuasion
“I don’t think I can trust this site”
Increasing Conversion: People & Persuasion
“Why don’t they just give me a price?”
Increasing Conversion: People & Persuasion
“Why do they need to know this [information] now?”
Increasing Conversion: People & Persuasion
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’
Increasing Conversion: People & Persuasion
Can ≠ Will
Increasing Conversion: People & Persuasion
Persuasive Design
Increasing Conversion: People & Persuasion
The User’s Journey
GOAL Listen Engage Persuade
Increasing Conversion: People & Persuasion
LISTEN
Increasing Conversion: People & Persuasion
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?
Increasing Conversion: People & Persuasion
Listening
Increasing Conversion: People & Persuasion
ENGAGE
Increasing Conversion: People & Persuasion
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
Increasing Conversion: People & Persuasion
THEY DON’T
Jacob Nielson – useit.com
Increasing Conversion: People & Persuasion
How long do you think you have to engage a user?
Jacob Nielson – useit.com
Increasing Conversion: People & Persuasion
3.8 seconds Jacob Nielson – useit.com
Increasing Conversion: People & Persuasion
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
Increasing Conversion: People & Persuasion
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
Increasing Conversion: People & Persuasion
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
Increasing Conversion: People & Persuasion
INFLUENCE
Increasing Conversion: People & Persuasion
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
Increasing Conversion: People & Persuasion
Dr. Robert B. Cialdini, President of INFLUENCE AT WORK
Influence: The Psychology of Persuasion
Increasing Conversion: People & 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
Increasing Conversion: People & Persuasion
Reciprocation 1
Increasing Conversion: People & Persuasion
When someone does something for us or gives us something, we instinctually want to return the favour
Increasing Conversion: People & Persuasion
Examples
Increasing Conversion: People & Persuasion
Commitment 2
Increasing Conversion: People & Persuasion
If people commit, orally or in writing, to an idea or goal, they are more likely to honour that commitment.
Increasing Conversion: People & Persuasion
Example
Click here Yes! I want to save money
Increasing Conversion: People & Persuasion
Example
Increasing Conversion: People & Persuasion
Social Proofing 3
Increasing Conversion: People & Persuasion
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
Increasing Conversion: People & Persuasion
Example
Increasing Conversion: People & Persuasion
Example
Increasing Conversion: People & Persuasion
Example
Increasing Conversion: People & Persuasion
Example
Increasing Conversion: People & Persuasion
Liking 4
Increasing Conversion: People & Persuasion
People are far more likely to say "yes" to those they know and like
Quotes increased +80% Cost per acquisition -73%
Increasing Conversion: People & Persuasion
Example
Increasing Conversion: People & Persuasion
Example
Increasing Conversion: People & Persuasion
Authority 5
Increasing Conversion: People & Persuasion
People will tend to obey authority figures, even if they are asked to perform objectionable acts
Increasing Conversion: People & Persuasion
Example
Increasing Conversion: People & Persuasion
Example
Increasing Conversion: People & Persuasion
Example
Increasing Conversion: People & Persuasion
Example
Increasing Conversion: People & Persuasion
Scarcity 6
Increasing Conversion: People & Persuasion
Perceived scarcity will generate demand. For example, saying offers are available for a "limited time only" encourages sales
Increasing Conversion: People & Persuasion
Example
Increasing Conversion: People & Persuasion
The User’s Journey
GOAL Are you listening?
Are you engaging?
Are you persuading?
Increasing Conversion: People & Persuasion
The User’s Journey
Are you just talking about
yourself? GOAL
Increasing Conversion: People & Persuasion
An Emotional Conversion Story
Increasing Conversion: People & Persuasion
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Increasing Conversion: People & Persuasion
"I'm not here to enter into a relationship. I just want to
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Jared Spool – uie.com
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Increasing Conversion: People & Persuasion
$300,000,000 45% +
“The $300 Million Button”
Jared Spool – uie.com
Increasing Conversion: People & Persuasion
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
Increasing Conversion: People & Persuasion
@The_Machin
Thank You
Dr Cialdini: a trigger to establish
Authority & Credibility
Mum & my Son: a trigger to
establish Liking
Increasing Conversion: People & Persuasion
#B3Seminar @Branded_3