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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
