michael aagaard - you’re making my brain hurt! the psychology behind terrible conversion...

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


Bart Schutz


Bart Schutz#mktfest @ContentVerve

ACTION!SUMMARY

unbounce.com/cro-viking/#mktfest @ContentVerve

Two Fundamentally Different “Modes” of Thinking


1.Intuitive Thinking

2.Analytical Thinking


1.IntuitiveThinking


INTUITIVE THINKING


2 x 2 = 4


ANALYTICALTHINKING


17 x 24 = 408



Something you do.


Something thathappens to you.

VS

SYSTEM 1 SYSTEM 2


Something you do.


Something thathappens to you

VS

SYSTEM 1 SYSTEM 2

VS

SYSTEM 1 SYSTEM 2

FastAutomaticEmotional

SubconsciousIn the moment

SlowEffortfulLogical

ConsciousPlanning ahead

System 1 System 2


Intuitive Analytical


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…


VS

SYSTEM 1 SYSTEM 2

A MACHINE FOR JUMPING TO

CONCLUSIONSTHE LAZY

CONTROLLER


@ContentVerve#mktfest

THE LAW OF

LEAST EFFORT

A B

A B


System 1 System 2

“AT EASE” “STRAINED”

(Intuitive Thinking) (Analytical Thinking)


RED BLUE

GREEN YELLOW ORANGE PURPLE

GREENORANGEPURPLE

REDYELLOW

BLUE

GREEN ORANGE PURPLE

RED YELLOW

BLUE

REDBLUE

GREEN YELLOWORANGE PURPLE

22 SECONDS

7 SECONDS


Cog

nitiv

e Lo

ad

Cognitive Strain HIGHLOW

HIGH

LOW


What do you think this page was about? What was the goal of the page?



0% 4%



80% 48%


ATTENTION RATIO

107 to 1 1 to 1


1. 2.

3.4.


#mktfest @ContentVerve@ContentVerve

Leve

l of C

ogni

tive

Stra

in

Frustration, fatigue, loss of self-controlHIGHLOW

HIGH

LOW


You wouldn’t like me when I’m hangry.

“

”

4px 111px


#mktfest @ContentVerve@ContentVerve

CHECKOUT STEP 1

CONF. PAGE

SUBJECT LINE

PRODUCT OVERVIEW

BASKET

INBOX PRODUCTPAGE

CHECKOUT STEP 2

CHECKOUT STEP 3

EMAIL


=


CREATE A CONVERSION EXPERIENCE THAT FACILITATES COGNITIVE EASE


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


Funnel walk through “Where does it hurt?”

Perform 5-second tests to tap into System 1


unbounce.com/cro-viking/

COGNITIVE

BIASES

MENTAL

SHORTCUTS

PRIMING EFFECT

SOAP_


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):


Experiment 1:Control - No Priming

SOUP (8%)SOAP (92%)


Experiment 1:

No priming

0

25

50

75

100

Experiment 2: Experiment 3: Experiment 4:

100%

75%

50%

25%

0%SOUP (8%)


Experiment 1:

No priming

0

25

50

75

100


100%

75%

50%

25%

0%SOUP (8%)

SOUP (68%)


Experiment 1:

No priming

0

25

50

75

100


100%

75%

50%

25%

0%SOUP (8%)

SOUP (68%)

Dude - that’s a750%

Increase!!!


Experiment 1:

No priming

0

25

50

75

100


“HUNGRY”&

“EAT”

100%

75%

50%

25%

0%SOUP (8%)

SOUP (68%)


Experiment 1:

No priming

0

25

50

75

100


“HUNGRY”&

“EAT”

100%

75%

50%

25%

0%SOUP (8%)

SOUP (76%)SOUP (68%)


Experiment 1:

No priming

0

25

50

75

100


SOUP (84%)

“HUNGRY”&

“EAT”

100%

75%

50%

25%

0%SOUP (8%)

SOUP (76%)SOUP (68%)


“Mobile Marketing Automation”“See Demo”

#mktfest

Free 30-Day Trial


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


Conduct Usability Tests to understand your “primes”

Use Session Recording to find critical points in the funnel



FRAMING

EFFECT

“Tonight we’re having cold, dead fish with old seaweed.”


“Tonight we’re having delicious sushi with wakame salad.”


@ContentVerve#mktfest @ContentVerve

97.5% FAT FREE 2.5% FAT

A B


Which was the healthiest choice - A or B?


52% Got it wrong


80% LEAN MEAT 20% FAT

A B


Which was the healthiest choice - A or B?


56% Got it wrong


ORDER INFORMATION AND PRICES GET INFORMATION AND PRICESvs.

14.79% increase in leads

✓ 4 full weeks of data ✓ 541 conversions ✓ 95% significance level


Meh… Nah…


Yes, I want to save $500

No way, I hate saving money!


400% INCREASE IN CONVERSION


USERS LEADS CR

Control 2000 1 0,05 %

Treatment 2000 5 0,25 %


USERS LEADS CR

Control 2000 2 0,10 %

Treatment 2000 5 0,25 %


DONATORS DONATIONS CR

Control 2000 2 0,10 %

Treatment 2000 5 0,25 %

@ContentVerve



#mktfest

USERS LEADS CR

Control 2000 3 0,15 %

Treatment 2000 5 0,25 %


DONATORS DONATIONS CR

Control 2000 3 0,15 %

Treatment 2000 5 0,25 %

@ContentVerve



#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


@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


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?”



WYSIATI

What You See Is All There Is

(WYSIATI)#mktfest @ContentVerve

Choose Channels

14 day cancellation policy


A: Cancellation policy

B: No cancellation policyChoose Channels




B: No cancellation policyChoose Channels



B: No cancellation policy

✓ 2 full business cycles ✓ 2153 conversions ✓ 99% significance level

Choose Channels



B: No cancellation policy

9 % increase in CTR

✓ 2 full business cycles ✓ 2153 conversions ✓ 99% significance level

Choose Channels


Choose Channels Choose Channels



What Your Customers See Is All There Is


Personal info / Tell us a bit about you


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?


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!!!


Conduct interviews with sales and support to identify your customers’ questions and concerns

Use Feedback Polls to get specific insight



System 2System 1

Audience Marketers


System 2System 1

AudienceMarketers


THANKS FOR LISTENING!!!

YOU ARE AWESOME!

SEE YOU AT THE AFTER-PARTY!!!

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