Conversion happens in the brain of the customer, not in Google Analytics - Sitecore summit

Digital marketing Summit 2016

”Conversion happens in the brain of the customer, not in

Google Analytics”

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Why are we here?

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Traffic Outcomes

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Your website is a leaky bucket

The perfect storm

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+ 10-20%

+

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The old paradigm:

Half the money I spend on advertising is wasted.

The trouble is - I don't know which half.

John Wannamaker

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The new paradigm:

You know exactly what you get from each (digital)

advertising dollar spent.

The trouble is - You can't spend any more without

losing more money.

John Ekman

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Conversion Rate Optimization is born

✓ Conversion Jam x 5 ✓ Conversion Manager x 200

✓ + 500 projects ✓ + 25 employees

Team Conversionista

@conversionista

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The brag slide

Media E-Commerce B2C B2B

?

Thank you Oli Gardner

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http://www.fanpop.com/clubs/disney-princess/images/36571769/title/walt-disney-fan-art-queen-elsa-photo

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PASSWORDS MUST CONTAIN AT LEAST SIX CHARACTERS

MICKEYMINNIEGOOFYPLUTOSNOWWHITEMOWGLIDUMBO

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50%

“Tappers and Listeners”

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Standford 1990 Elisabeth Newton

2%

“The curse of knowledge”

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What you think users do on your site

What they think they do

What they actually do

So how do we know?

The three pillars of the web survey

1. Those who answer represent your audience

2. People answer honestly

3. Visitors know what they are doing on your web site

I don’t even know what’s going on in myself”

3. Self insight

“Everybody knows what’s going wrong with the world.

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The Auto pilot

Wikimedia Commons

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Rational Deliberate Slow

Emotional Unconscious Fast

What happens when the two systems talk?

Rationalese

What happens when the two systems talk?

1. Post rationalization

2. Misattribution

REI - tents

250 vs 60 bought tent 1 !

Participants said that they: 1. Read the information on

the product page 2. Based the decision on the

”features- summary”

Post Rationa

lisation

A Dan Ariely Experiment

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Misattribution

Fill in a form with this in your mouth

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Misattribution

Arrange these words and then….

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Rude Neutral Nice

<20% 40% > 60%

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Misattribution

Talk to the hand, or the machine

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Have you thought about “correct messages”?

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Yes

Was any person hurt in the accident?

No Oh - Lucky you!

Insurance claim form

+13%

The three pillars of the web survey

1. Those who answer represent your audience

2. People answer honestly

3. Visitors know what they are doing on your web site

Ok, we’re screwed?

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We ask people what they think they are doing and what they prefer, and then we build

our new stuff based on that

We create experiments and measure ACTUAL

BEHAVIOUR - THEN we start building

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For a long time we have had to make do with asking consumers what they think because we have not been able to observe or measure their

actual behavior.

That time is over.

But John , we are Data-driven!!??

”That sh*t is not gonna cut it”

John Ekman

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DataMotivation BehaviourVisitor

Three degrees of separation

”You need to be Brain-driven”

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Understand what happens in the visitor’s brain

Create experiments built on that understanding

Measure the effect

We make emotional decisions

We want to find rational explanations

Repeat until Bahamas retirement

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1. Start small to reach your BIG goal

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Gradual engagement

2. How much should it cost?

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Leather is nice

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400 000 + 20 000

2 000 + 20 000

Choice

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Hard to read = Difficult = Expensive

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Arial : 8 minuter

Brush : 15 minuter

What’s the cheapest here?

1244,90 kronor

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1 244,90 kr 1 245 kr 1 245

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1 245 kr

1 100 kr 1 245 kr

1 100 kr

1 245 kr

1 100 kr 1 100 kr

1 245 kr

What’s the cheapest price here?

1 245 kr

1 100 kr

Available. Book now.62

3. Scarcity

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Is this about winning?

Or is it abut not losing?

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Understand what happens in the visitor’s brain

Create experiments built on that understanding

Measure the effect

We make emotional decisions

We want to find rational explanations

Repeat until Bahamas retirement

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The BEST global

speakers

We’ve sold out every

singer year + 600 Attendees

No sponsors on stage

Scandinavia’s #1 Conversion Event

conversionjam.se