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

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Chinwag Psych London 2014 @Chinwag psychmatters.co Andre Morys, Web Arts AG. "The Power of Values: Why Emotional Optimization has the Highest ROI"

Présentations et discours publics Technologie Design

The Power of Values 
Why Emotional Optimization has the Highest ROI
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André Morys
© André Morys @morys

where would you buy?
© André Morys @morys

where would you buy?
why?
© André Morys @morys

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

© Andre Morys, Web Arts AG© Andre Morys, Web Arts AG www.web-arts.com14
© André Morys @morys

© Andre Morys, Web Arts AG© Andre Morys, Web Arts AG www.web-arts.com15
Source:
Michael Summers
© André Morys @morys

© Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN

© Andre Morys, Web Arts AG www.web-arts.com19
© André Morys @morys

© Andre Morys, Web Arts AG www.web-arts.com22
Nucleus accumbens
• Amygdala
Bei drei Probanden war die Erregung signifikant höher für S
© André Morys @morys

© Andre Morys, Web Arts AG www.web-arts.com23
zappos.com - no activity
• Amygdala
Bei drei Probanden war die Erregung signifikant höher für S
© André Morys @morys

© Andre Morys, Web Arts AG www.web-arts.com24
shoeguru.ca - peak
• Amygdala
Bei drei Probanden war die Erregung signifikant höher für S
© André Morys @morys

© Andre Morys, Web Arts AG www.web-arts.com
simple
authentic
focussed
25
© André Morys @morys

Landingpage Ausgangsvariante (Status Quo) 
© André Morys @morys

1 2
3
4
6
5
7
81
4
2
5
3
9
10
11
12 13
14
Analysis Status-Quo 
Motivators
Demotivators
© André Morys @morys

© Andre Morys, Web Arts AG www.web-arts.com29
© André Morys @morys

© André Morys @morys
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
DURATION: 8 WEEKS,
N= 3.400 CONVERSIONS
SIGNIFICANCE: 99.9 %

People don‘t remember what you said,
they don‘t remember what you did but
they never forget how you made them feel.
© André Morys @morys

© Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN
A: Discount
© André Morys @morys

© Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN
B: Scarcity
© André Morys @morys

© Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN
B: Scarcity
0
350000
700000
1050000
1400000
A B
1.320.000
570.000
Umsatz (€₠€)
+136%
© André Morys @morys
DURATION: 2 WEEKS,
N= 938 CONVERSIONS
SIGNIFICANCE: 99.9 %

© Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN
C: Thank you, Austria!
© André Morys @morys

© Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN
0
600000
1200000
1800000
2400000
B C
2.386.800
1.171.200
Umsatz (€₠€)
+104%
C: Thank you, Austria!
© André Morys @morys
DURATION: 2 WEEKS,
N= 1852 CONVERSIONS
SIGNIFICANCE: 99.9 %

DURATION: 6 WEEKS,
N= 1.200 CONVERSIONS
SIGNIFICANCE: 99.9 %

0
4,75
9,5
14,25
19
A B C
DURATION: 6 WEEKS,
N= 1.200 CONVERSIONS
SIGNIFICANCE: 99.9 %

0
4,75
9,5
14,25
19
A B C
9,43%
DURATION: 6 WEEKS,
N= 1.200 CONVERSIONS
SIGNIFICANCE: 99.9 %

0
4,75
9,5
14,25
19
A B C
12,24%
9,43%
DURATION: 6 WEEKS,
N= 1.200 CONVERSIONS
SIGNIFICANCE: 99.9 %

0
4,75
9,5
14,25
19
A B C
18,2%
12,24%
9,43%
DURATION: 6 WEEKS,
N= 1.200 CONVERSIONS
SIGNIFICANCE: 99.9 %

0
4,75
9,5
14,25
19
A B C
18,2%
12,24%
9,43%
+93%
DURATION: 6 WEEKS,
N= 1.200 CONVERSIONS
SIGNIFICANCE: 99.9 %

„If it doesn‘t sell,
it isn‘t creative.“
© André Morys @morys

„If it doesn‘t sell,
it isn‘t creative.“
David Ogilvy
© André Morys @morys

© Andre Morys, Web Arts AG www.web-arts.com
5 Things you can get out of this
#1
Your web-analytics data can‘t
tell you what you can‘t measure.
42
© André Morys @morys

© Andre Morys, Web Arts AG www.web-arts.com
5 Things you can get out of this
#2
UVP > EVP > Desire
43
© André Morys @morys

© Andre Morys, Web Arts AG www.web-arts.com
5 Things you can get out of this
#3
Know the subconscious needs of
your customers.
44
© André Morys @morys

© Andre Morys, Web Arts AG www.web-arts.com
5 Things you can get out of this
#3
Know the subconscious needs of
your customers.
45
© André Morys @morys

© Andre Morys, Web Arts AG www.web-arts.com
5 Things you can get out of this
#4
Avoid gaps between analysis,
concept and testing.
46
© André Morys @morys

© Andre Morys, Web Arts AG www.web-arts.com
5 Things you can get out of this
#5
You don’t need an fmri scanner.
47
© André Morys @morys

© Andre Morys, Web Arts AG www.web-arts.com48
André Morys
andre.morys@web-arts.com
Tel. +49.6172.68097-15
!
@morys
www.web-arts.com
‣ Thanky you!

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

1. The Power of Values  Why Emotional Optimization has the Highest ROI ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! André Morys © André Morys @morys

25. © Andre Morys, Web Arts AG www.web-arts.com22 Nucleus accumbens • Amygdala Bei drei Probanden war die Erregung signifikant höher für S © André Morys @morys

26. © Andre Morys, Web Arts AG www.web-arts.com23 zappos.com - no activity • Amygdala Bei drei Probanden war die Erregung signifikant höher für S © André Morys @morys

27. © Andre Morys, Web Arts AG www.web-arts.com24 shoeguru.ca - peak • Amygdala Bei drei Probanden war die Erregung signifikant höher für S © André Morys @morys

44. 0 DifferenciateQuality StyleOptimized DURATION: 8 WEEKS, N= 3.400 CONVERSIONS SIGNIFICANCE: 99.9 %

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

46. People don‘t remember what you said, they don‘t remember what you did but they never forget how you made them feel. © André Morys @morys

49. © Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN B: Scarcity 0 350000 700000 1050000 1400000 A B 1.320.000 570.000 Umsatz (€₠€) +136% © André Morys @morys DURATION: 2 WEEKS, N= 938 CONVERSIONS SIGNIFICANCE: 99.9 %

52. © Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN 0 600000 1200000 1800000 2400000 B C 2.386.800 1.171.200 Umsatz (€₠€) +104% C: Thank you, Austria! © André Morys @morys DURATION: 2 WEEKS, N= 1852 CONVERSIONS SIGNIFICANCE: 99.9 %

53. DURATION: 6 WEEKS, N= 1.200 CONVERSIONS SIGNIFICANCE: 99.9 %

54. DURATION: 6 WEEKS, N= 1.200 CONVERSIONS SIGNIFICANCE: 99.9 %

55. 0 4,75 9,5 14,25 19 A B C DURATION: 6 WEEKS, N= 1.200 CONVERSIONS SIGNIFICANCE: 99.9 %

56. 0 4,75 9,5 14,25 19 A B C 9,43% DURATION: 6 WEEKS, N= 1.200 CONVERSIONS SIGNIFICANCE: 99.9 %

57. 0 4,75 9,5 14,25 19 A B C 12,24% 9,43% DURATION: 6 WEEKS, N= 1.200 CONVERSIONS SIGNIFICANCE: 99.9 %

58. 0 4,75 9,5 14,25 19 A B C 18,2% 12,24% 9,43% DURATION: 6 WEEKS, N= 1.200 CONVERSIONS SIGNIFICANCE: 99.9 %

59. 0 4,75 9,5 14,25 19 A B C 18,2% 12,24% 9,43% +93% DURATION: 6 WEEKS, N= 1.200 CONVERSIONS SIGNIFICANCE: 99.9 %

63. © Andre Morys, Web Arts AG www.web-arts.com 5 Things you can get out of this #1 Your web-analytics data can‘t tell you what you can‘t measure. 42 © André Morys @morys

64. © Andre Morys, Web Arts AG www.web-arts.com 5 Things you can get out of this #2 UVP > EVP > Desire 43 © André Morys @morys

65. © Andre Morys, Web Arts AG www.web-arts.com 5 Things you can get out of this #3 Know the subconscious needs of your customers. 44 © André Morys @morys

66. © Andre Morys, Web Arts AG www.web-arts.com 5 Things you can get out of this #3 Know the subconscious needs of your customers. 45 © André Morys @morys

67. © Andre Morys, Web Arts AG www.web-arts.com 5 Things you can get out of this #4 Avoid gaps between analysis, concept and testing. 46 © André Morys @morys

68. © Andre Morys, Web Arts AG www.web-arts.com 5 Things you can get out of this #5 You don’t need an fmri scanner. 47 © André Morys @morys

69. © Andre Morys, Web Arts AG www.web-arts.com48 André Morys andre.morys@web-arts.com Tel. +49.6172.68097-15 ! @morys www.web-arts.com ‣ Thanky you!