the persuasive architecture of 7jaargarantie.be – 7ansdegarantie.be
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How can you motivate your visitors to take
action
The persuasive architecture of 7jaargarantie.be – 7ansdegarantie.be
Peter Coopmansgeneral manager, the Uptimizers
Katelijne Van Loogeneral manager, Walking Men
Brussels, April 22nd, 2010
UPLIFT YOUR ONLINE BUSINESS
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Imagine a typical discussion between you and your agency
about the color and design of a call to action
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Agency: “We made some proposals so you can just pick a color you like:
black, orange, blue, …”
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Client: “Mmm… very nice… I like the orange…
or maybe the blue… let me check with my team
and my CEO and see what they prefer”
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Serious nowDo you know which color will convert
the most?
Let’s do a little poll…
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Agenda
1. What is persuasive architecture?
2. Persuasive architecture techniques
3. Multivariate testing on 7jaargarantie.be/7ansdegarantie.be
a) Setting up & running the tests
b) Results
4. Conclusions
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1. What is persuasive architecture?
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What is Persuasive Architecture?
The process of building a site/e-shop in such a way that …
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What is Persuasive Architecture?
Info/products are easy to find
Albert Heijn XLNavigation, Amazon.com.
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What is Persuasive Architecture?
Focus on persuading visitors to take action
Retail Design Research Lab, PHL Diepenbeek (Quartier, K. 2009). Call to action, Amazon.com.
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What is Persuasive Architecture?
Persuasive Architecture is for e-shops
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What is Persuasive Architecture?
what retail design is for physical shops
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What is Persuasive Architecture?
• In which category?• Which product page structure?• Which title, photo, CTA, …?• Which incentive?
o “-15%”?o “Buy 5 get 1 for free”?
• In which corridor?• On which shelve?• Which packaging? • Which incentive?
o “-15%” o “Buy 5 get 1 for free”?
Persuasive architecturequestions
Retail designquestions
Floor plan Retail Design Research Lab, PHL Diepenbeek (Quartier, K. 2009). Dashboard GA, the-uptimizers.be.
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2. Persuasive architecture techniques
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Persuasive architecture technique 1: card sorting
In which category?
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Persuasive architecture technique 2: prototyping & user testing
Which product page structure?
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Persuasive architecture technique 3: behavioral targeting
Loyal Customer
First-Time Purchaser
Site Visitor
Prospect
Cross-Sell
Incentive
Product Reminder
Up-Sell
High Value Incentive
Category Specific
Free Shipping
15% Off
$10 Off
Branding
Low Value Incentive
Informational
Yes
Yes
Yes
Yes
No
No
No
First-Time
Purchaser
Site Visitor
Prospect
General Messaging
Broadcast Approach Behavioral Targeting Approach
Customer segments shown individual,
relevant messaging
Customer segments shown identical
messaging
High Value Incentive
Free Shipping
Low Value Incentive
Informational
Which title, photo, CTA, …? Which incentive?
Loyal Customer
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Persuasive architecture technique 4: A/B & multivariate testing
Funnel Test
Layout Test
Optimize by testing current factorsof your web site (homepage, conversion paths, landing pages)
Factors to test:• Call to actions• Images• Buttons• Headlines• Incentives• Funnels• Forms• ...
Which product page structure?Which title, photo, CTA, …?
Which incentive?
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3. Multivariate testing on 7jaargarantie/7ansdegarantieSetting up & running the tests
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Step 1: Select the pages (1/2)
The selection was based on:- highest expected traffic- highest actual traffic
Setting up & running the tests
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Step 1: Select the pages (2/2)
1 Homepage:- landing page for banners- step 1 of funnel- homepage
2 Soul intro page: - highest actual traffic(was only selected after site went online)
Setting up & running the tests
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Step 2: Select the page sections (1/2)
Homepage:- title- copy- color of CTA- label of CTA- position of KIAger CTA vs. test drive CTA
Setting up & running the tests
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Step 2: Select the page sections (2/2)
Soul intro page: - title- position of icon vs. CTA- color of CTA- label of CTA- image of KIA Soul (= incentive)
Setting up & running the tests
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Phase 1:1 Homepages: Simultaneous tests of variations of title, copy and color & label of the CTA boxes, because these sections have a proven direct & big impact on the overall conversion rate.2 Soul intro pages: Simultaneous tests* of variations of title, copy, position of icon versus CTA and color & label of the CTA box.
* However these tests started on same day, the test for the FR version had to run 1 week longer due to lower traffic.
title copy color & label CTA
Setting up & running the tests
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Phase 2:- Simultaneous tests of variations of position of CTA’s on both homepages > to further optimize the conversion rate.
position CTAs
Setting up & running the tests
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3. Multivariate testing on 7jaargarantie/7ansdegarantie
Results
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Some test results of phase 1 (1/2):7jaargarantie.be homepage:
7ansdegarantie.be homepage:
Results
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Some test results of phase 1 (2/2):7jaargarantie.be Soul intro page:
7ansdegarantie.be Soul intro page:
Results
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Some test results of phase 2:7jaargarantie.be homepage:
7ansdegarantie.be homepage:
Results
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Original homepages Optimized homepages
NL
FR
Results
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NL version FR version
Results
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On February 11th 2010 both sites were launched.
On April 11th 2010 both sites had generated:
- 65.500 unique visitors- 1.950 test drive requests- conversion rates up to 23%
Results
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4. Conclusions
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1 Start with a good basis:> a good IA will help your visitors find their products> build your e-shop for testing> do simplicity profiling
2 The context has a big influence on the conversion rate: > you can’t extrapolate results from one page to another (e.g. the blue color for CTA on homepage vs. yellow color on Soul intro page for 7jaargarantie.be)
3 Flemish and Walloons behave differently:> you need 2 different approaches: a approach that works for one, can backfire for the other (e.g. position of CTAs on home pages)
Conclusions
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4 Changing the position & color of a CTA can improve your conversion rate with more than 80%.
5 Due to time restrictions, we could only test 1 variation of most sections > testing less sections but more variations of these sections at the same time has proven to be more effective.
6 The quality of the traffic has a big influence on the conversion rate > if you see fluctuations in the original conversion rate over longer testing periods, don’t panic it’s natural
Conclusions
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7 Test, test, test, test!!!
Conclusions
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Thank you!