Data Driven Decisions meet Psychology

Guido Jansen

October 30, 2019

Todays Topics

  • why psychology is essential when you’re marketing your product
  • how to build your own optimization team and
  • hands-on advice on how to start an optimization culture

Link with all slides + notes + extra content will shared at the end

Practical note:

Persuasive
E-commerce

@guido | gui.do | x@gui.do

11.000.000 bits/ sec

20 Watts

0.0004%

99%

>95%

YOUR BRAIN NEEDS TO "FIX" REALITY

How does the brain

"fix" reality?

Heuristics!

Which Lead to

Loads and loads of Biases

Pick a number

Let's try this...

1, 2, 3, 4

WHo picked 3?

Around 60% does!

Data informed

Usability Testing

 A/B  Testing

Talk to the brain

Use the biases

Title Text

Heuristics

Information

overload

Need to

act fast

What should we remember?

Lack of

information

500+

A/B test examples

on several e-commerce websites

Information overload:

Placement (and clarity) of costs

14.5% CR

16.3% CR

12.5% Uplift!

Information overload:

Addons on the product page

15.87% CR

18.23% CR

14.9% Uplift!

Need to act fast:

Direct checkout option

Directly go to checkout

€2.7 - 5.2M extra yearly profit

Information overload:

Why should I buy here?

Old version, on bottom of the page

New version, on top of the page

Conversion uplift: 5.3% (p =0.0361, Power  89,6%)

€278K - €453K extra yearly profit

Euroflorist.com: 25% successrate

Booking.com: 10% successrate

Unfortunately, not all experiments are a success

Euroflorist: 10-20 concurrent tests

Booking: 1000+ concurrent tests

and then there's experimentation bandwith

build your own optimization team

Create an  optimization culure

@guido | gui.do | x@gui.do

gui.do/howtoweb

Data Driven Decisions meets Psychology @ HowToWeb

By slidescom@gxjansen.com

Data Driven Decisions meets Psychology @ HowToWeb

During the Nomadmage session, Guido will show you... 1) why psychology is important when you’re selling online, 2) how to build an optimization team and 3) talk about optimization culture. A lot of practical real-life experience will be shared and we will also get a peak into how Guido is experimenting with AI systems.

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