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 @ To n W

Data Driven

Persuasion Psychologist

@ B a r t S

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!

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

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

Temporary Access Code: “Chicago” (valid until Tuesday / June 13th )

online dialogue conversion conference chicago

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