Chinwag Psych London 14. Andre Morys, Web Arts AG. "The Power of Values: Why Emotional Optimization...

The Power of ValuesWhy Emotional Optimization has the Highest ROI !!!!!!!!!!!!!!!André Morys

© André Morys @morys

Cow


Eye


Nose


where would you buy?


where would you buy?

why?


© Andre Morys, Web Arts AG www.web-arts.com13© André Morys @morys

http://www.web-arts.com

© Andre Morys, Web Arts AG www.web-arts.com22

Nucleus accumbens

! 2009 A1-med - Confidential

Ergebnisrapport

17

Süwag

Süwag A Süwag B

Sämtliche darstellbaren Komponenten des limbischen System zeigen in der ERAA eine signifikant höhere

Aktivierung mit Süwag B als mit Süwag A.

• Amygdala

Bei drei Probanden war die Erregung signifikant höher für Süwag B.

• Anterior cingulate gyrus

Bei zwei Probanden war die Erregung signifikant höher für Süwag B.




zappos.com - no activity


Ergebnisrapport

17

Süwag

Süwag A Süwag B



• Amygdala







shoeguru.ca - peak


Ergebnisrapport

17

Süwag

Süwag A Süwag B



• Amygdala






© Andre Morys, Web Arts AG www.web-arts.com

simple authentic focussed

25© André Morys @morys


Landingpage Ausgangsvariante (Status Quo)


1 2

3

4

6

5

7

81

4

2

5

3

9

10

11

12 13

14

Analysis Status-Quo

Motivators

Demotivators


Conversion Design



Style Elite Quality

0 DifferenciateQuality StyleOptimized

DURATION: 8 WEEKS, N= 3.400 CONVERSIONS SIGNIFICANCE: 99.9 %

0,00

15,00

30,00

45,00

60,00

Uplift CR (Sales)

55,0%

24,4%19,7%17,1%

0,0%

0 DifferenciateQuality StyleOptimized


People don‘t remember what you said, they don‘t remember what you did but

they never forget how you made them feel.



A: Discount




B: Scarcity




B: Scarcity

0

350000

700000

1050000

1400000

A B

1.320.000

570.000

Umsatz (�₠€)+136%


DURATION: 2 WEEKS, N= 938 CONVERSIONS SIGNIFICANCE: 99.9 %



B: Scarcity




C: Thank you, Austria!




0

600000

1200000

1800000

2400000

B C

2.386.800

1.171.200

Umsatz (�₠€)+104%

C: Thank you, Austria!


DURATION: 2 WEEKS, N= 1852 CONVERSIONS SIGNIFICANCE: 99.9 %


0

4,75

9,5

14,25

19

A B CDURATION: 6 WEEKS, N= 1.200 CONVERSIONS SIGNIFICANCE: 99.9 %

0

4,75

9,5

14,25

19

A B C

9,43%


0

4,75

9,5

14,25

19

A B C

12,24%9,43%


0

4,75

9,5

14,25

19

A B C

18,2%

12,24%9,43%


0

4,75

9,5

14,25

19

A B C

18,2%

12,24%9,43%

+93%


„If it doesn‘t sell, it isn‘t creative.“


„If it doesn‘t sell, it isn‘t creative.“

David Ogilvy



5 Things you can get out of this

#1

Your web-analytics data can‘t tell you what you can‘t measure.





#2

UVP > EVP > Desire





#3

Know the subconscious needs of your customers.





#4

Avoid gaps between analysis, concept and testing.





#5

You don’t need an fmri scanner.




André Morys [email protected] Tel. +49.6172.68097-15

!@morys www.web-arts.com

‣ Thanky you!


mailto:[email protected]


Chinwag Psych London 14. Andre Morys, Web Arts AG. "The Power of Values: Why Emotional Optimization...

Presentations & Public Speaking

Transcript of Chinwag Psych London 14. Andre Morys, Web Arts AG. "The Power of Values: Why Emotional Optimization...