Michael Aagaard - You’re Making My Brain Hurt! The Psychology Behind Terrible Conversion Experiences

You’re Making My Brain
The Psychology Behind Terrible Conversion Experiences
#mktfest @ContentVerve

You are Awesome!
@ContentVerve

“Mobile Marketing Automation”
“See Demo”

Daniel Kahneman

Bart Schutz

ACTION!SUMMARY
unbounce.com/cro-viking/

Two Fundamentally Different
“Modes” of Thinking

Two Fundamentally Different
“Modes” of Thinking
1.
Intuitive
Thinking
2.
Analytical
Thinking

INTUITIVE
THINKING

2 x 2 = 4

ANALYTICAL
THINKING

17 x 24 = 408

2.
Analytical
Thinking
Something
you do.
1.
Intuitive
Thinking
Something that
happens to you.
VS
SYSTEM 1 SYSTEM 2

2.
Analytical
Thinking
Something
you do.
1.
Intuitive
Thinking
Something that
happens to you
VS
SYSTEM 1 SYSTEM 2

VS
SYSTEM 1 SYSTEM 2
Fast
Automatic
Emotional
Subconscious
In the moment
Slow
Effortful
Logical
Conscious
Planning ahead

System 1 System 2

Intuitive Analytical

I’m a split test junkie!
@ContentVerve

2
@ContentVerve#mcdk16#mktfest @ContentVerve

0
@ContentVerve#mcdk16#mktfest @ContentVerve

I’m a split test junkie!
@ContentVerve@ContentVerve#mktfest

System 1 System 2
ZZZZZZZZZZZ…

VS
SYSTEM 1 SYSTEM 2
A MACHINE FOR
JUMPING TO
CONCLUSIONS
THE LAZY
CONTROLLER

A B
A B

System 1 System 2
“AT EASE” “STRAINED”
(Intuitive Thinking) (Analytical Thinking)

RED
BLUE
GREEN
YELLOW
ORANGE
PURPLE
GREEN
ORANGE
PURPLE
RED
YELLOW
BLUE

GREEN
ORANGE
PURPLE
RED
YELLOW
BLUE
RED
BLUE
GREEN
YELLOW
ORANGE
PURPLE

22
SECONDS
7
SECONDS

CognitiveLoad
Cognitive Strain
HIGHLOW
HIGH
LOW

What do you think this page was about? What was the goal of the page?

0% 4%

80% 48%

ATTENTION RATIO
107 to 1 1 to 1

1. 2.
3.
4.

#mktfest @ContentVerve@ContentVerve

LevelofCognitiveStrain
Frustration, fatigue, loss of self-control
HIGHLOW
HIGH
LOW

You wouldn’t
like me when
I’m hangry.
“
”

4px 111px

CHECKOUT
STEP 1
CONF.
PAGE
SUBJECT
LINE
PRODUCT  
OVERVIEW
BASKET
INBOX
PRODUCT 
PAGE
CHECKOUT
STEP 2
CHECKOUT
STEP 3
EMAIL

CREATE A CONVERSION EXPERIENCE
THAT FACILITATES COGNITIVE EASE

System 1 (intuitive) System 2 (analytical)
The more we use System 2, the more our brains hurt
Create a conversion experience that facilitates
cognitive ease

Funnel walk through “Where does it hurt?”
Perform 5-second tests to tap into System 1

Complete the word you see on the screen.
Fill in the missing letter and write the full word.
SOAP_
Experiment 1 (Baseline - No Priming):

Experiment 1:
Control - No Priming
SOUP (8%)SOAP (92%)

Experiment 1:
No priming
0
25
50
75
100
Experiment 2: Experiment 3: Experiment 4:
100%
75%
50%
25%
0%
SOUP (8%)

Experiment 1:
No priming
0
25
50
75
100
100%
75%
50%
25%
0%
SOUP (8%)
SOUP (68%)

Experiment 1:
No priming
0
25
50
75
100
100%
75%
50%
25%
0%
SOUP (8%)
SOUP (68%)
Dude - that’s a
750%
Increase!!!

Experiment 1:
No priming
0
25
50
75
100
“HUNGRY”
&
“EAT”
100%
75%
50%
25%
0%
SOUP (8%)
SOUP (68%)

Experiment 1:
No priming
0
25
50
75
100
“HUNGRY”
&
“EAT”
100%
75%
50%
25%
0%
SOUP (8%)
SOUP (76%)
SOUP (68%)

Experiment 1:
No priming
0
25
50
75
100
SOUP (84%)
“HUNGRY”
&
“EAT”
100%
75%
50%
25%
0%
SOUP (8%)
SOUP (76%)
SOUP (68%)

Free 30-Day Trial

System 1 is very susceptible to priming
Used right, priming can make your brain hurt less
Every step in the funnel primes the next, make sure
there is a logical progression

Conduct Usability Tests to understand your “primes”
Use Session Recording to ﬁnd critical points in the funnel

“Tonight we’re having cold,
dead ﬁsh with old seaweed.”

“Tonight we’re having delicious
sushi with wakame salad.”

@ContentVerve#mktfest @ContentVerve

97.5% FAT FREE 2.5% FAT
A B

Which was the healthiest choice - A or B?

52% Got it wrong

80% LEAN MEAT 20% FAT
A B

56% Got it wrong

ORDER INFORMATION AND PRICES GET INFORMATION AND PRICESvs.
14.79% increase in leads
✓ 4 full weeks of data
✓ 541 conversions
✓ 95% signiﬁcance level

Meh…
Nah…

Yes, I want to save $500
No way, I hate saving money!

400%
INCREASE IN CONVERSION
@ContentVerve#mktfest

USERS LEADS CR
Control 2000 1 0,05 %
Treatment 2000 5 0,25 %

USERS LEADS CR
Control 2000 2 0,10 %
Treatment 2000 5 0,25 %

DONATORS DONATIONS CR
Control 2000 2 0,10 %
Treatment 2000 5 0,25 %
@ContentVerve
400%
150%
#mktfest

USERS LEADS CR
Control 2000 3 0,15 %
Treatment 2000 5 0,25 %

DONATORS DONATIONS CR
Control 2000 3 0,15 %
Treatment 2000 5 0,25 %
@ContentVerve
150%
66%
#mktfest

@ContentVerve
0.15%
66%
95%
50
48,901
978 days (2.6 years)
Current conversion rate:
Desired relative lift:
Target signiﬁcance level :
Users per day:
Total sample (users):
Test duration:
#mktfest

@ContentVervehttp://unbounce.com/ab-test-duration-calculator/
#mktfest

400%
@ContentVerve
What conversion goal are you talking about?
How long did you run the test (test duration)?
How large was the sample (conversions)?
What was the signiﬁcance level?
#mktfest

The way you deliver a message has direct impact on
how it is perceived
We react differently to identical situations depending
on how they are presented
Used correctly, Framing can make your brain hurt less

Interview customers to understand what’s most
important to them (how to frame your messages)
Ask yourself “Can I communicate this in a better
way?”

What You See
Is All There Is
(WYSIATI)

Choose Channels
14 day cancellation policy

A: Cancellation policy
B: No cancellation policy
Choose Channels

Choose Channels

✓ 2 full business cycles
✓ 2153 conversions
Choose Channels

9 % increase in CTR
✓ 2 full business cycles
✓ 2153 conversions
Choose Channels

Choose Channels Choose Channels

What Your
Customers See
Is All There Is

Personal info / Tell us a bit about you

These details are important; they enable us to
identify you whenever you need to ask one of
our agents a question.
Why are you asking me for this info?

What you see is
NOT
all there is!!!

What your customers see is all there is
We don’t do much analysis - rather we take what is in
front of us and turn it into the best story we can
WYSIATI is a dangerous pitfall for marketers!!!

Conduct interviews with sales and support to
identify your customers’ questions and concerns
Use Feedback Polls to get speciﬁc insight

System 2System 1
Audience Marketers

System 2
System 1
Audience
Marketers

THANKS FOR LISTENING!!!
YOU ARE AWESOME!

SEE YOU AT THE AFTER-PARTY!!!
unbounce.com/cro-viking/Resource Page:

Michael Aagaard - You’re Making My Brain Hurt! The Psychology Behind Terrible Conversion Experiences

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