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
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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
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