Lost at kastrup - WAW Copenhagen
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1 Lost at Kastrup A story about what users REALLY do on your site
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What do you think users do on your site? What do they think they do? What do they actually do? This is my presentation about the pitfalls of asking users what they think they do (through market research and online survey tools), when there is HUGE potential in observing what they actually do through A/B-testing, eyetracking and Web Analytics
Transcript of Lost at kastrup - WAW Copenhagen
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Lost at Kastrup
A story about what users REALLY do on your site
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We have come to earth to save humans from Bad Conversion Rates & Web Sites That Suck
What you think users do on your site
What they think they do
What they actually do
Page @Conversionista
Nr 1 on Online Conversion in Sweden
Since2006
200 + conversion projects
50% E-commerce
Rest is B2B/B2C Lead generation
International speaker & blogger
John Ekman a.k.a Chief Conversionista
1070%
Member and founder of
TheConversionAlliance.com4
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”Web analytics is great at the
What but not at the Why”
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The three pillars of the web survey
1. Those who answer represent your audience
2. People answer honestly
3. Visitors know what they are doing on your web site
1. Representativity
2. Honesty
What do these have in common?
Reciprocity
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Users lie!!!
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“Everybody knows what’s going wrong with the world.
I don’t even know what’s going on in myself”
3. Understanding of self
REI – tents
Participants said that they:
1. Read the information on the product page
2. Based the decision the ”features- summary”
250 vs 60 bought tent nr 1 !
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Wikimedia Commons
The Auto pilot
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Change blindness75% won’t see what happened
http://www.youtube.com/watch?v=38XO7ac9eSs
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André Morys at Conversion Jam
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”Conversion happens in the brain of the customer, not in
Google Analytics”
RationalDeliberateSlow
Emotional Unaware Fast
The Brain is a heart
What happens when the two systems talk?
1. Post Rationalization
2. Misattribution
The power of persuasive copywriting
“Need a Stockholm Drinking buddy?”
1. Context2. His needs and wants
A Dan Ariely experiment
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Fill in a form with this in your mouth
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Arrange these words and then....
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Rude Neutral Polite
<20% 40% > 60%
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Are You Saying “No” When You Could Be Saying “Yes” in Your Web Forms?
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Have you thought about “correct messages”?
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Ja
Skadades någon person vid olyckan?
Nej Skönt! Tur i oturen!
Claims form
The three pillars of the web survey
1. Those who answer represent your audience
2. People answer honestly
3. Visitors know what they are doing on your web site
Ok, we’re screwed?
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The answer!
Start testing
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A / B
Here is how:1. Web Psychology
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A / B
Session replay
2. Metrics
A/B-testning
Eye-tracking
3. Quantified results
How interested are we?
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The clickThe
Landing pageThe
Conversion
Potential
Interest
-57% !!!
Where do they drop off?
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Where’s the love?
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Have you hugged your form today?
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Let’s do some Eyetracking?
How come it works?
1.We only have sharp vision in 1% of the visionary field
2.We can see what happens “when nothing happens”
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To slide or not to slide - that’s the question
How hard can it be?
Sälj grej med tjej
Bart SchutzWheel of
Persuasion
Roger DooleyAuthor of
“Brainfluence”
Peep LajaConversion XL
Michael Aagard Content Verve
Bart SchutzWheel of
Persuasion
Roger DooleyAuthor of
“Brainfluence”
Peep LajaConversion XL
Michael Aagard Content Verve
conversionista.se/sitevision
@conversionista
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