How can you motivate your visitors to take

action

The persuasive architecture of 7jaargarantie.be – 7ansdegarantie.be

Peter Coopmansgeneral manager, the Uptimizers

Katelijne Van Loogeneral manager, Walking Men

Brussels, April 22nd, 2010

UPLIFT YOUR ONLINE BUSINESS

Imagine a typical discussion between you and your agency

about the color and design of a call to action

Agency: “We made some proposals so you can just pick a color you like:

black, orange, blue, …”

Client: “Mmm… very nice… I like the orange…

or maybe the blue… let me check with my team

and my CEO and see what they prefer”

Serious nowDo you know which color will convert

the most?

Let’s do a little poll…

Agenda

1. What is persuasive architecture?

2. Persuasive architecture techniques

3. Multivariate testing on 7jaargarantie.be/7ansdegarantie.be

a) Setting up & running the tests

b) Results

4. Conclusions

1. What is persuasive architecture?

What is Persuasive Architecture?

The process of building a site/e-shop in such a way that …

What is Persuasive Architecture?

Info/products are easy to find

Albert Heijn XLNavigation, Amazon.com.

What is Persuasive Architecture?

Focus on persuading visitors to take action

Retail Design Research Lab, PHL Diepenbeek (Quartier, K. 2009). Call to action, Amazon.com.

What is Persuasive Architecture?

Persuasive Architecture is for e-shops

What is Persuasive Architecture?

what retail design is for physical shops

What is Persuasive Architecture?

• In which category?• Which product page structure?• Which title, photo, CTA, …?• Which incentive?

o “-15%”?o “Buy 5 get 1 for free”?

• In which corridor?• On which shelve?• Which packaging? • Which incentive?

o “-15%” o “Buy 5 get 1 for free”?

Persuasive architecturequestions

Retail designquestions

Floor plan Retail Design Research Lab, PHL Diepenbeek (Quartier, K. 2009). Dashboard GA, the-uptimizers.be.

2. Persuasive architecture techniques

Persuasive architecture technique 1: card sorting

In which category?

Persuasive architecture technique 2: prototyping & user testing

Which product page structure?

Persuasive architecture technique 3: behavioral targeting

Loyal Customer

First-Time Purchaser

Site Visitor

Prospect

Cross-Sell

Incentive

Product Reminder

Up-Sell

High Value Incentive

Category Specific

Free Shipping

15% Off

$10 Off

Branding

Low Value Incentive

Informational

Yes

Yes

Yes

Yes

No

No

No

First-Time

Purchaser

Site Visitor

Prospect

General Messaging

Broadcast Approach Behavioral Targeting Approach

Customer segments shown individual,

relevant messaging

Customer segments shown identical

messaging

High Value Incentive

Free Shipping

Low Value Incentive

Informational

Which title, photo, CTA, …? Which incentive?

Loyal Customer

Persuasive architecture technique 4: A/B & multivariate testing

Funnel Test

Layout Test

Optimize by testing current factorsof your web site (homepage, conversion paths, landing pages)

Factors to test:• Call to actions• Images• Buttons• Headlines• Incentives• Funnels• Forms• ...

Which product page structure?Which title, photo, CTA, …?

Which incentive?

3. Multivariate testing on 7jaargarantie/7ansdegarantieSetting up & running the tests

Step 1: Select the pages (1/2)

The selection was based on:- highest expected traffic- highest actual traffic

Setting up & running the tests

Step 1: Select the pages (2/2)

1 Homepage:- landing page for banners- step 1 of funnel- homepage

2 Soul intro page: - highest actual traffic(was only selected after site went online)

Setting up & running the tests

Step 2: Select the page sections (1/2)

Homepage:- title- copy- color of CTA- label of CTA- position of KIAger CTA vs. test drive CTA

Setting up & running the tests

Step 2: Select the page sections (2/2)

Soul intro page: - title- position of icon vs. CTA- color of CTA- label of CTA- image of KIA Soul (= incentive)

Setting up & running the tests

Phase 1:1 Homepages: Simultaneous tests of variations of title, copy and color & label of the CTA boxes, because these sections have a proven direct & big impact on the overall conversion rate.2 Soul intro pages: Simultaneous tests* of variations of title, copy, position of icon versus CTA and color & label of the CTA box.

* However these tests started on same day, the test for the FR version had to run 1 week longer due to lower traffic.

title copy color & label CTA

Setting up & running the tests

Phase 2:- Simultaneous tests of variations of position of CTA’s on both homepages > to further optimize the conversion rate.

position CTAs

Setting up & running the tests

3. Multivariate testing on 7jaargarantie/7ansdegarantie

Results

Some test results of phase 1 (1/2):7jaargarantie.be homepage:

7ansdegarantie.be homepage:

Results

Some test results of phase 1 (2/2):7jaargarantie.be Soul intro page:

7ansdegarantie.be Soul intro page:

Results

Some test results of phase 2:7jaargarantie.be homepage:

7ansdegarantie.be homepage:

Results

Original homepages Optimized homepages

NL

FR

Results

NL version FR version

Results

On February 11th 2010 both sites were launched.

On April 11th 2010 both sites had generated:

- 65.500 unique visitors- 1.950 test drive requests- conversion rates up to 23%

Results

4. Conclusions

1 Start with a good basis:> a good IA will help your visitors find their products> build your e-shop for testing> do simplicity profiling

2 The context has a big influence on the conversion rate: > you can’t extrapolate results from one page to another (e.g. the blue color for CTA on homepage vs. yellow color on Soul intro page for 7jaargarantie.be)

3 Flemish and Walloons behave differently:> you need 2 different approaches: a approach that works for one, can backfire for the other (e.g. position of CTAs on home pages)

Conclusions

4 Changing the position & color of a CTA can improve your conversion rate with more than 80%.

5 Due to time restrictions, we could only test 1 variation of most sections > testing less sections but more variations of these sections at the same time has proven to be more effective.

6 The quality of the traffic has a big influence on the conversion rate > if you see fluctuations in the original conversion rate over longer testing periods, don’t panic it’s natural

Conclusions

7 Test, test, test, test!!!

Conclusions

Thank you!