Conversion Elite 2018 Conference Recap | Koozai

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

1. 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”
2. If you can’t make the case to change something, for example brand colours, make the case to at least test it
3. 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

1. Anna likened the user journey to the seven principles of good storytelling:
   1. Plot
   2. Character
   3. Idea
   4. Speed
   5. Chorus
   6. Décor
   7. Spectacle
2. Principles of storytelling/dramaturgy can be directly applied to the user journey – setup – confrontation – resolution vs awareness – consideration – action
3. 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

1. 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
2. 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
3. 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

1. 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)
2. 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.
3. 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

1. 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
2. Anna also endorsed the use of ProfitGrid to see at a glance how users are behaving across locations, devices, browsers etc.
3. 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

1. Craig outlined a web user’s hierarchy of needs:
   1. Does it work on customer devices?
   2. Does it load and run quickly?
   3. Can customers use it?
   4. Can customers read it?
2. 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
3. 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

1. Many legacy changes to websites have been made based on people’s opinions (most frequently the HiPPo – Highest Paid Person)
2. 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
3. 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

1. We, as an industry, need to move away from being driven by gut, to driven by data
2. Simple framework for digital work: Ideate > Create > measure or Build it > run it > test it. These are the same principles as Agile development
3. 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*****”
4. 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

1. 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
2. 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
3. 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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