Persuasive
E-commerce

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

11.000.000 bits/ sec

0.0004%

20 Watts

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.

Heuristics

Information

overload

Need to

act fast

What should we remember?

Lack of

information

500+

A/B test examples

on several e-commerce websites

gui.do/onpersuasion

Placement (and clarity) of costs

14.5% CR

16.3% CR

12.5% Uplift!

Addons on the product page

15.87% CR

18.23% CR

14.9% Uplift!

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%)

€500K - €1M Extra Profit

Euroflorist.com: 20% successrate

Booking.com: 10% successrate

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

gui.do/onpersuasion

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

Persuasive-ecommerce - short

By slidescom@gxjansen.com

Persuasive-ecommerce - short

Xth iteration of the Persuasive E-commerce presentation I've been giving since 2011. 15 minute version.

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