1. How can you motivate your visitors to take action The persuasive architecture of 7jaargarantie.be – 7ansdegarantie.be Peter Coopmans general manager, the Uptimizers Katelijne Van Loo general manager, Walking Men Brussels, April 22 nd , 2010 UPLIFT YOUR ONLINE BUSINESS

2. Imagine a typical discussion between you and your agency about the color and design of a call to action

3. Agency: “We made some proposals so you can just pick a color you like: black, orange, blue, …”

4. 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”

6. Serious now Do you know which color will convert the most? Let’s do a little poll…

8. 1. What is persuasive architecture?

9. What is Persuasive Architecture? The process of building a site/ e-shop in such a way that …

10. What is Persuasive Architecture? Info/products are easy to find Albert Heijn XL Navigation, Amazon.com.

11. 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.

12. What is Persuasive Architecture? Persuasive Architecture is for e-shops

13. What is Persuasive Architecture? what retail design is for physical shops

15. 2. Persuasive architecture techniques

16. Persuasive architecture technique 1: card sorting In which category?

17. Persuasive architecture technique 2: prototyping & user testing Which product page structure?

18. 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 General Messaging 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? Site Visitor Prospect Broadcast Approach Behavioral Targeting Approach Loyal Customer

20. 3. Multivariate testing on 7jaargarantie/7ansdegarantie Setting up & running the tests

21. Setting up & running the tests Step 1: Select the pages (1/2) The selection was based on: - highest expected traffic - highest actual traffic

22. 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)

23. 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

24. 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)

25. 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

26. 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

27. 3. Multivariate testing on 7jaargarantie/7ansdegarantie Results

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

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

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

31. Results Original homepages Optimized homepages NL FR

32. Results NL version FR version

33. Results On February 11 th 2010 both sites were launched. On April 11 th 2010 both sites had generated: - 65.500 unique visitors - 1.950 test drive requests - conversion rates up to 23%

34. 4. Conclusions

35. 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 )

36. 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

37. Conclusions 7 Test, test, test, test!!!

38. Thank you!