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Why we shouldn’t be talking about conversion?Discover your customers’ Digital Body Language
Dr. Liraz MargalitWeb Psychologist & Head of Behavioral Research, Clicktale
What about the other 97%?
3%
Didn’t convert???
Converted
Confidential2
Experience...Interaction between a subject and a stimulus that is influenced by personal interpretation
An experience is made up of an infinite amount of smaller experiences.
IT’S ALL ABOUT THE EXPERIENCE
Confidential6
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LEVEL OF EMOTIONAL INTENSITY
How does the “Remembering Self” decide?Example of an emotional continuum…
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8 7453
“How an experience makes customers feel has a bigger influence on their loyalty to a brand than effectiveness or
easy in nearly every industry.”
Brands that want to break away from the pack should focus on emotions
Conversion rates can’t measure customer experience
Experiences exist in a customer’s mind
One single experience is made up of an infinite amount of smaller experiences
The remembering self decides which of those experiences we will remember based
on two factors: final experience and emotional intensity
Takeaway: stop thinking conversion, start thinking experience
“70% of our day to day interactions are based almost entirely on non-verbal signals”
Barnum, C., and N. Wolniansky. "Taking cues from body language."Management Review, June 1989, p. 59+. Academic OneFile, 28 Sept. 2017.
Your interactions & movements online reflect your state of mind.
Hibbeln, M. T., Jenkins, J. L., Schneider, C., Valacich, J., & Weinmann, M. (2016). Inferring negative emotion from mouse cursor movements.Yamauchi, T. (2013, September). In Affective Computing and Intelligent Interaction (ACII), 2013 Humaine Association Conference. IEEE.
LACK OF INTEREST
Lost sense of direction, position, or relationshipwith page
DISORIENTED
No interest/insufficient motivation to keep exploring page/content
EXPLORING
Zero-in on options by investigating options page has to offer
MINDFUL
Pay attention to content on page; deeply engaged
FOCUSED
Focused, know what they want; pay less attention to the page
The five mindsets that reflect visitors’ key behavioral patterns
CLICKTALE PSYCHOLOGICAL ANALYTICS
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Brands can uncover the ideal state of mind for each type of page & encourage these mindsets to increase success
-50%-40%-30%-20%-10%
0%10%20%30%40%50%60%
LACK OF INTERESTDISORIENTED EXPLORING MINDFUL FOCUSED
Average conversion rate: 2%
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“Retailers talk a lot about the 'moment of truth,' the point when people standing in the aisle decide what to buy and reach to get it.”
Homepage Category page Product page Checkout pageCategory page
EXPLORINGFOCUSED MINDFUL MINDFUL DISORIENTED
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http://www.economist.com/node/12792420?fsrc=scn/tw_ec/the_way_the_brain_buys
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Lack of InterestDisoriented MindfulExploring Focused
“Traditionally retailers measure 'footfall' as # of people entering a store but those numbers say nothing about where people go, what they do or why”
http://www.economist.com/node/12792420?fsrc=scn/tw_ec/the_way_the_brain_buys
SAMPLE USE CASE: WEBSITE REDESIGN
Monitor mindset distribution over time to see changes
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Jan 1 Jan15
Feb 1 Feb15
Mar1
Mar15
Apr 1 Apr15
May1
May15
June1
June15
July 1 July15
Aug 1 Aug15
Sept1
Sept15
Oct 1 Oct15
Nov 1 Nov15
Dec 1 Dec15
Dec31
DisorientedLack of Interest Exploring Mindful Focused Confidential13
Launched new homepage
Mobile PDP redesign
Launched new PDP template
CUSTOMER 1 CUSTOMER 2CASE STUDY: LEADING E-COMMERCE SITES
How is our brand experience performing?
26%
36%
25%
12%10%
46% 23%
17%3.4%
DisorientedLack of Interest Exploring Mindful Focused
CASE STUDY: LEADING E-COMMERCE SITE
Changing the brand experience: results
BEFORE: AVG. CONVERSION
1.8%
67%INCREASE IN
CONVERSIONS
STRONGER EMOTIONAL
CONNECTION
KEY BENEFITS
REDUCTION IN NEGATIVE EXPERIENCE
46%25%
19%
3.4%
58%15%
18%
8%
58%
MINDFUL: 3.4% 15%
LACK OF INTEREST 19% 8%
CONVERSION 1.8% 3%
DisorientedLack of Interest Exploring Mindful Focused
AFTER: AVG. CONVERSION
3%
WHAT OUR CUSTOMERS ARE SAYING
“The results were very clear: significant shifts in favorable behaviors such as more mindful interactions, as well as sizable decreases in visitors who displayed a lack of interest.
These amazing results are a great validation of why it’s important to combine psychological research and data science for an optimum customer experience.”
Summary
The longtime relationship with your customers is determined by the amount of positive experiences they have on your site.
To succeed in the digital world, we need to think about HOW the visitors are interacting and not Whether they converted.
Liraz Margalit (PhD)Web Psychologist & Head of Behavioral Research, Clicktale
1800 807 2117
@LirazMargalit
