Online Dialogue Conversion Conference Chicago

H o w t o c r e a t e w i n n i n g A / B - Te s t p l a n s

C o n v e r s i o n C o n f e r e n c e C h i c a g o 2 0 1 3

W i t h 2 5 c o n v e r s i o n c a s e s i n s i d e !

Ton Wesseling (@TonW) Bart Schutz (@BartS)

P r e s e n t a t i o n i n f o r m a t i o n : h t t p : / / o n d i . m e / c h i c a g o

O N L I N E D I A L O G U E G u i d i n g y o u t o d i g i t a l m a t u r i t y

Last 2 years N u m b e r 1 b u r e a u i n t h e N e t h e r l a n d s

i n o u r fi e l d o f p r a c t i c e ( a n a l y t i c s & c o n v e r s i o n )

@barts | @tonw | @onlinedialogue http://ondi.me/chicago #convcon

U n i v é : t o p 3 c a r i n s u r a n c e i n t h e N e t h e r l a n d s

S t a r t c a s e s “Foot in the door” Get your visitors to interact asap

+23% sales


Va n d e r Va l k H o t e l s ( l a r g e D u t c h h o t e l c h a i n )

S t a r t c a s e s

“Layering” Divide content in diminishing chunks of 3 or 5 pieces of information

+14% sales


O n l i n e D i a l o g u e w e b s i t e : C o n v e r s i o n S u m m i t l a n d i n g p a g e

S t a r t c a s e s

+29% interactions

Data Driven

Data Driven

Data Driven

Data Driven

Data Driven

Data Driven

Data Driven Data Driven

Data Driven

Data Driven

Data Driven

Data Driven

Data Driven Data Driven

Data Driven

Data Driven

Data Driven

Data Driven

Data Driven @ To n W

Data Driven

Persuasion Psychologist

@ B a r t S








Persuasion Psychologist Persuasion Psychologist


Persuasion Psychologist Persuasion Psychologist


Data Driven Persuasion Psychology

= C R O M a g i c

+


K r a s . n l ( T U I ) : h o m e p a g e e f f e c t o n s a l e s

Aw a rd c a s e s

“Ambiguity Aversion” Make it crystal clear what your customer will get

+20% sales


F o n Q . n l : E - c o m m e rc e – s i t e s e a rc h s a l e s i m p ro v e m e n t

Aw a rd c a s e s

“Carrot & Stick” Keep showing customers what they’re buying through the whole process

+49% sales


F re o . n l : l i f t i n l o a n a p p l i c a t i o n s

Aw a rd c a s e s

“Sequencing” CRO is a reciprocal dialogue: Take the concepts that are active in your customers brain as your starting point

+19% applications

W h y i s t h i s w o r k i n g ?

W W W = Wo r l d W i d e Wa l h a l l a "f o r

A n a l y t i c s & B r a i n Te s t i n g

b r a i n s … B e c a u s e : y o u a re c o n v e r t i n g

W h a t i n fl u e n c e s t h a t b r a i n ?

b r a i n s … Yo u a re c o n v e r t i n g

W h a t i n fl u e n c e s t h a t b r a i n ?

b r a i n s … Yo u a re c o n v e r t i n g

D a t a D r i v e n P e r s u a s i o n P s y c h o l o g y

C re a t i n g c o n v e r s i o n b o o s t i n g & w i n n i n g A / B t e s t p l a n s =

@barts | @tonw | @onlinedialogue http://ondi.me/chicago #convcon T h i s i s t h e m e t h o d w e u s e

F a c t & A c t

&

Tell Combine Analyze

Test Create Analyze Filter

@barts | @tonw | @onlinedialogue http://ondi.me/chicago #convcon L e t ’s s t a r t : F i l t e r & A n a l y z e

F a c t & A c t

&




F re o . n l : m o re l i f t i n l o a n a p p l i c a t i o n s

F i l t e r & A n a l y z e

“The paradox of Choice” Offer a minimum of 2 and a maximum of 5 choices

+14% applications


M o n e Yo u . n l : u p l i f t i n n e w s a v i n g a c c o u n t s

F i l t e r & A n a l y z e

“In Gaze Placement” Put your most persuasive content in your customers’ gaze

+23% accounts


F re o . n l : s u r v e y t o u n d e r s t a n d v i s i t o r n e e d s

F i l t e r & A n a l y z e “Foot between the lips” Directly get a forced click

Significant more applications Survey inv i ta t ion vs . no survey inv i ta t ion

winner

@barts | @tonw | @onlinedialogue http://ondi.me/chicago #convcon A n d n o w : C re a t e & Te s t

F a c t & A c t

&




A u t o n o m y "Va n d e Va l k c o n v e r s i o n l i f t

C re a t e & Te s t Autonomy: “Let your customer think he’s free in his choices”

+25% sales


B u t . . s a m e t e s t "Va k a n t i e v e i l i n g e n . n l ( D u t c h t r a v e l a u c t i o n w e b s i t e )

C re a t e & Te s t Urgency: “When we’re in a hurry, we love to be guided”

Significant more submits, but..

Less registrations


D i re c t P r i m i n g : "O n l i n e D i a l o g u e n e w s l e t t e r h e a d l i n e t e s t

C re a t e & Te s t Direct Priming: “RepeAAon leads to quicker reacAons”

(Title first article)

(Title last article)

+42% clicks Outgoing clicks from within the newsletter by

members who opened the newsletter


C h o i c e P a r a d o x "M o n e Yo u C a l l - t o - A c t i o n t e s t o n p ro d u c t d e t a i l p a g e

C re a t e & Te s t Choice Paradox: “We love a few, but not to many opAons”

+16% accounts + 2 5 4 % c l i c k s ( o n C TA a r e a )


R e s p o n s e e f fi c a c y "K r a s . n l t r a v e l b o o k i n g f o r m s a l e s u p l i f t

C re a t e & Te s t

Response efficacy: “We’re more likely to act when we believe it will actually have the desired effect”

+18% sales


A m b i g u i t y a v e r s i o n "F re o . n l : m o re a p p l i c a t i o n s f r o m t h e a p p l i c a t i o n f o r m

C re a t e & Te s t Ambiguity Aversion: “We prefer opAons that are certain”

+10% applications


V i s u e l c u e : "H o t e l S c h i p h o l – a i r p o r t h o t e l h o m e p a g e – s c ro l l p ro m o t i o n

C re a t e & Te s t Visual Cueing: “Our aEenAon is very easily influenced”

-23% bouncerate + significant sales


F r a m i n g : "M o n e Yo u e m a i l & l a n d i n g p a g e t e s t - p ro d u c t n a m e

C re a t e & Te s t

Equivalence Framing: “The way things are stated or portrayed, highly influences our choices”

Significant more account opens


C o n c e p t u a l C o n t r a s t : "O n l i n e O p t i m i z e r s . e u A n a l y t i c s & C o n v e r s i o n – j o b p o s t i n g s

C re a t e & Te s t

Ugly Brother: “The way things are stated or portrayed, highly influences our choices”

Almost everyone chooses the maximum package

@barts | @tonw | @onlinedialogue http://ondi.me/chicago #convcon Te s t d o n e ? A n a l y z e !

F a c t & A c t

&




K r a s . n l f r o m m o s t s o l d t o a l a s t m i n u t e l i s t "( s a m e p ro d u c t s i n t h e l i s t )

A n a l y z e

+58% conversions B u t n o s i g n i fi c a n t t u r n o v e r d i ff e r e n c e


B a n k i n g : w h a t i s y o u r i n t e re s t r a t e p o s i t i o n ?

A n a l y z e PosiDon targeDng: “We like basing comparisons on just a few aEributes”

Winner when

number 1

Winner when not number 1


P ro d u c t p a g e s : C TA c o l o r ?

A n a l y z e

Goal-‐directed behavior “We need other persuasion techniques when we’re ‘geJng things done’ than when we (want to) relax

Monday winner Saturday winner


K r a s . n l : n e w & r e t u r n i n g v i s i t o r d i f f e r e n c e s "C a t e g o r y o v e r v i e w p a g e – w h i c h o n e h a s m o re c o n v e r s i o n s ?

A n a l y z e

Returning visitor winner

New visitor winner


E s s e n t B e l g i u m : l a n d i n g p a g e t e s t "W i t h o r w i t h o u t s o c i a l b u t t o n s m o re l e a d s ?

A n a l y z e

Returning visitor winner

New visitor winner


M o n e Yo u l a n d i n g p a g e r e d e s i g n "A / B - t e s t – w h i c h o n e h a s m o re s a v i n g a p p l i c a t i o n s ?

A n a l y z e

+27% applications B u t … ( s e e n e x t s l i d e )


L e t ’s d i v e i n t h e M o n e Yo u A / B - t e s t d a t a : "c o n v e r s i o n o n a d a y t o d a y b a s i s

A n a l y z e

Cum. Conversion % per day! Difference in cum. Conversion %!Conversion difference

stabelizes!

Conversion difference stabelizes!

Why is the conversion percentage so high on

these 2 days?!

Why is the difference between A and B at first

negative and than positive?!

Hmm, euroclix.nl


A f fi l i a t e p a r n e r "w i t h m o t i v a t i o n o u t s i d e t h e M o n e Yo u p ro d u c t

A n a l y z e

Free money if you file an application


M o n e Yo u l a n d i n g p a g e r e d e s i g n "A / B - t e s t – w i t h o u t v i s i t o r f u n d i n g a f fi l i a t e s

A n a l y z e

Cum. Conversion % per day! Difference in cum. Conversion %!

Very stable differences!

(with conversions)!

Much shorter, difference in first days is caused by returning

visitors (which we filtered out after this analysis)!

+100% applications!

@barts | @tonw | @onlinedialogue http://ondi.me/chicago #convcon C o m b i n e & Te l l

F a c t & A c t

&




C R O b e c o m e s C u s t o m e r I n t e l l i g e n c e

C o m b i n e & Te l l @barts | @tonw | @onlinedialogue http://ondi.me/chicago

Conversion)Op,miza,on) Market'Research'


Te l e g r a a f . n l : b i g g e s t D u t c h n e w s p a p e r "fi r s t c o o k i e c o n c e p t : a l m o s t 1 0 0 % o p t - i n

C o m b i n e & Te l l Defaults: “We tend to like what is chosen for us”


Te l e g r a a f . n l : b i g g e s t D u t c h n e w s p a p e r "fi r s t c o o k i e c o n c e p t : a l m o s t 1 0 0 % o p t - i n

C o m b i n e & Te l l Reinforcements: “We want to hear we’re doing good”


B a s e o n c u s t o m e r i n t e l l i g e n c e : "w e l o v e d t o b e c h a l l e n g e d

C o m b i n e & Te l l

We won J


We h e l p a n d / o r e d u c a t e "K r a s . n l : T h e y w o n !

C o m b i n e & Te l l


E v e r g ro w i n g o u r c u s t o m e r k n o w l e d g e

3 y e a r s o f b e i n g a p a r t n e r

  MoneYou groei over jaren heen

H o w t o c r e a t e w i n n i n g A / B - Te s t p l a n s ?

@barts | @tonw | @onlinedialogue http://ondi.me/chicago #convcon @barts | @tonw | @onlinedialogue http://ondi.me/chicago

Digital Data Persuasion Psychology

H o w t o c re a t e w i n n i n g A / B - t e s t p l a n s ?

F a c t & A c t

@barts | @tonw | @onlinedialogue http://ondi.me/chicago #convcon P re s e n t a t i o n i n f o : h t t p : / / o n d i . m e / c h i c a g o @barts | @tonw | @onlinedialogue http://ondi.me/chicago

Thank you!

Thank you!

one more th ing…

…we’ve loca ted ove r 200 pe rsuas ion techn iques…

w w w. W h e e l o f P e r s u a s i o n . c o m

w w w. W h e e l o f P e r s u a s i o n . c o m

T h e W h e e l o f P e r s u a s i o n

@barts | @tonw | @onlinedialogue http://ondi.me/chicago

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Online Dialogue Conversion Conference Chicago