slidescom@gxjansen.com
I build customer experience optimization teams | Behavioral Data | Founder & #CMGR @Dutchento | Int'l Speaker | Pirate
How insights from Cognitive Psychology
help to build better websites
11.000.000 bits/ sec
20 Watts
0.00004%
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
Hypotheses
Validation
Talk to the brain
Use the biases
Title Text
Heuristics
Too much information
Time limitations
What to remember?
Too little information
Too much information
There is just too much information in the world, we have no choice but to filter almost all of it out.
Too little 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.
Time limitations
We’re constrained by time and information, and yet we can’t let that paralyze us.
What to 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
Too much information
Time limitations
What to remember?
Too little 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
@guido | x@gui.do | gui.do/opticon18
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
Unsplash
Persuasive E-commerce at Opticon 2018
By slidescom@gxjansen.com
Persuasive E-commerce at Opticon 2018
Xth iteration of the Persuasive E-commerce presentation I've been giving since 2011. 40 minute version for Opticon London 2018.
