The leading conference in conversion optimisation returns for its third year with an impressive line up of guest speakers. CONVERSION ELITE offers a jam-packed day of learning on all things CRO and beyond. We sent some of our Koozians on the ground at this year’s conference for the low down; here’s what we learned:
Creating an Optimisation Culture
Guido Jansen – @guido – Randstad
- Encourage curiosity and a culture of experimentation within your team – a direct quote from Guido was “establishing a culture of optimisation really starts with having an attitude of never being satisfied”
- If you can’t make the case to change something, for example brand colours, make the case to at least test it
- Although Randstad is an established company with rigid processes and ways of working, in some ways, they have allocated budget to a “moonshot” project. Experimentation is permitted, encouraged and most importantly, funded. Experiments need to have the appropriate budget allocated to succeed
Using Storytelling to Create Experiences That Convert
Anna Dahlstrom – @annadahlstrom – UX Fika
- Anna likened the user journey to the seven principles of good storytelling:
- Principles of storytelling/dramaturgy can be directly applied to the user journey – setup – confrontation – resolution vs awareness – consideration – action
- Website owners no longer control the user journey, or the user messaging. There are too many variables. Google/Search engines and Social Media play a major part in guiding the narrative
Creating a Framework for Advanced Personalisation
Stephen Pavlovich – @pav – Conversion.com
- Personalisation is overrated, it has been a “priority” in digital marketing for the last five years, however there are numerous cases of it being done badly
- Simple equation for Conversion optimisation: find out why people aren’t converting – fix it. For personalisation the equation is: find out why some people aren’t converting – fix it for them
- Repeated interactions – frequent interactions – diverse audience: these things are all needed if you are considering using personalisation
Stephen also outlined an experimentation framework which is featured in the following whitepaper: https://conversion.com/personalisation-whitepaper/
The Evolution of All 4 Product
Divya Isaiah – All4
- Use the following hypothesis framework when you are conducting a user experiment: we believe that be doing (A) for (B = people/segment) we will make (C = outcome) happen. We will know this when we observe (D = data) and / or obtain (E = feedback)
- All4 found that designs with a hero banner were generating less clicks to the first show featured on a page, as users were viewing it as an ad, or an (unwanted) promotion. They were able to get the hero image to feel less ad-like with a change in design, a “takeover” style design rather than a carousel or banner.
- Keep a test book – a log of all of the experiments you have run.
Analytics – Identifying and Forecasting Opportunities for CRO
Anna Lewis @annatlewis – Polka Dot Data
- Anna reminded us of the Avinash Kaushik quote: “All data in aggregate is crap”. You must segment your data to gain meaningful insights from it
- Anna also endorsed the use of ProfitGrid to see at a glance how users are behaving across locations, devices, browsers etc.
- Measure EVERYTHING with Event Tracking. Analyse your site’s micro conversions as well as the macro conversions.
The 15 Minute Model for Optimising Cross Device Experiences
Craig Sullivan – @optimiseordie – Optimal Visit
- Craig outlined a web user’s hierarchy of needs:
- Does it work on customer devices?
- Does it load and run quickly?
- Can customers use it?
- Can customers read it?
- Bad user experience is like “dog mess in a retail store”, you might have the best products in the world but users will think your store is defective
- All Analytics implementations are broken, there is always something that can be improved to enhance your data integrity
Biometrics: The Evolution of Optimisation
Neil McKay – @njmckay – Endless Gain
- Many legacy changes to websites have been made based on people’s opinions (most frequently the HiPPo – Highest Paid Person)
- Every human decision is driven by an emotion. The four main emotions (that you don’t really want your website to provoke) are anger, surprise, sadness and disgust
- Certain events trigger positive emotions like pride and confidence. Design experiences that make your customers feel like a winner, rather than a loser
Agile Optimisation – or How we Learned to Stop Worrying and Love our Developers
Simon Elsworth – Sky
- We, as an industry, need to move away from being driven by gut, to driven by data
- Simple framework for digital work: Ideate > Create > measure or Build it > run it > test it. These are the same principles as Agile development
- Using customer feedback to determine development priorities: “If one person calls to complain about it, it’s probably bad. If five people call to complain, it’s probably f*****”
- If, as part of your optimisation process, you have to think about discounting your product, you are probably missing something
The Psychology & Ethics of Converting Brains into Buyers
Bart Schutz – @BartS – Online Dialogue
- The brain uses two types of thinking – System 1 and system 2 thinking. System 1 is evolution/emotion and system 2 is rational/logic. Your brain will always have an automated response to a stimulus, and a rational one
- System 1 makes emotional associations with things. WYSIATI (from the Daniel Kahneman book: Thinking, Fast and Slow). This is why people are continually influenced by prices that appear to have been discounted
- System 2 has limited capacity and requires attention. Humans can only focus on one thing at a time. Bart argued that some website experiences “deplete” people and that some frustrating web experiences can result in a conversion due to this phenomenon.
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