slidescom@gxjansen.com
I build customer experience optimization teams | Behavioral Data | Founder & #CMGR @Dutchento | Int'l Speaker | Pirate
Data Driven Decisions meet Psychology
Guido Jansen
October 24, 2017 20:00 CDT
Todays Topics
- why psychology is important when selling online;
- how to build an optimization team;
- how to work on your optimization culture.
Link with all slides + notes + extra content will shared at the end
Practical notes:
Follow the slides live in your browser at
gui.do/live-at-nomadmage
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
Information Overload
There is just too much information in the world, we have no choice but to filter almost all of it out.
lack of information
The world is very confusing, and we end up only seeing a tiny sliver of it, but we need to make some sense of it in order to survive.
Need to act fast
We’re constrained by time and information, and yet we can’t let that paralyze us.
What should we remember?
There’s too much information in the universe. We can only afford to keep around the bits that are most likely to prove useful in the future.
500+
Heuristics
Information
overload
Need to
act fast
What should we remember?
Lack of
information
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
Image sources
Noun Project
- Brain - Sergey Patutin
- Line Graph - Robbe de Clerck
- Head brain - Blake Ferguson
- Website wireframe - KΛPKLΛM
- Cognitive Bias Codex - John Manoogian III & Buster Benson
@guido | gui.do | x@gui.do
gui.do/nomadmage
Data Driven Decisions meets Psychology
By slidescom@gxjansen.com
Data Driven Decisions meets Psychology
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.
