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Ähnlich wie Conversion Strategy (DE) (20)
Conversion Strategy (DE)
- 1. © Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN
André Morys
Conversion Optimierung
Hardcore
- 3. © Andre Morys, Web Arts AG www.web-arts.com3
André Morys
@morys
j.mp/convopt
- 4. © Web Arts AG www.web-arts.com
Wir beraten Top 100 Unternehmen für mehr Wachstum
4
- 5. © Web Arts AG www.web-arts.com
115 Conversion Experts in 15 Offices worldwide
5
Web Arts is founder of the
worldwide alliance of leading
conversion optimization
companies
- 6. © Andre Morys, Web Arts AG www.web-arts.com13
„Welcher Header hat 22% mehr Leads
gebracht?“
- 7. © Andre Morys, Web Arts AG www.web-arts.com14
„Welches Kategorieseiten-Layout hat den
Umsatz um 75,09% gesteigert?“
- 8. © Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN
„Welcher Add-to-Cart-Button hat den
Umsatz um 159,95% gesteigert?“
Fehler 3:
Das geht gar nicht.
Fehler 1:
Woran lag es denn
genau?Fehler 2:
Wo sind die Informationen über
Testlaufzeit und Stichprobe?
(99,9% Konfidenzlevel)
Bullshit.
- 9. © Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN
Which Test Won -> Which Test Was Stopped Zu
FRÜH UM MEHR UPLIFT VORZUGAUKELN
- 10. © Andre Morys, Web Arts AG www.web-arts.com17
Glaube keinen
A/B-Test-
Case Studies.
- 11. © Andre Morys, Web Arts AG www.web-arts.com
A/B Test Resultat
Realität
„Ich spüren keinen Uplift“
18
- 12. © Andre Morys, Web Arts AG www.web-arts.com19
Nach 1 Stunde
+106,76%
- 14. © Andre Morys, Web Arts AG www.web-arts.com21
Nach 2 Tagen
+10,13%
- 17. © Andre Morys, Web Arts AG www.web-arts.com24
Nach 14 Tagen
+2,41%
- 18. © Andre Morys, Web Arts AG www.web-arts.com25
Nach 4 Wochen
+0,91%
- 20. © Andre Morys, Web Arts AG www.web-arts.com27
A/B
Testing
70% wissen nicht, dass es ein Fragezeichen gibt
20% haben keine Antwort
10% haben eine Idee, wie Sie in Phase 3 kommen
- 22. © Andre Morys, Web Arts AG www.web-arts.com
konversionskraft.de/tools
29
Gilt auch für Segmente
und MVT!
- 23. © Andre Morys, Web Arts AG www.web-arts.com
CRO: Improve Digital Value Chain
30
Site
Digital Value Chain
€Clicks
1-3%
- 24. © Andre Morys, Web Arts AG www.web-arts.com31
Kosten für Entscheidungen
+
+- Validität
Confirmation Bias
Der Begriff Bestätigungsfehler (confirmation bias) bezeichnet in der
Kognitionspsychologie die Neigung, Informationen so auszuwählen, zu suchen und zu
interpretieren, dass diese die eigenen Erwartungen erfüllen. Unbewusst ausgeblendet
werden dabei Informationen, die eigene Erwartungen widerlegen (disconfirming
evidence). Die betreffende Person unterliegt dann einer Selbsttäuschung oder einem
Selbstbetrug.
- 25. © Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN
Was ist die Alternative?
- 26. © Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN
Stimulus
Reaktion
- 27. © Andre Morys, Web Arts AG www.web-arts.com34
Traffic
Website
Web
Analytics
Das Distanzhandels Paradoxon
- 28. © Andre Morys, Web Arts AG www.web-arts.com35
Traffic
Website
Web
Analytics
Click
Hand
Motor Control
prefrontal Cortex
Limbic System
Perception
Das Distanzhandels Paradoxon
- 29. © Andre Morys, Web Arts AG www.web-arts.com36
Traffic
Website
Web
Analytics
Click
Hand
Motor Control
prefrontal Cortex
Limbic System
Perception
99%
1%
- 30. © Andre Morys, Web Arts AG www.web-arts.com
Test: facebook Acount Deaktivierung
37
fb cancellation seite beispiel
- 31. © Andre Morys, Web Arts AG www.web-arts.com
Test: facebook Acount Deaktivierung
38
fb cancellation seite beispiel
- 32. © Andre Morys, Web Arts AG www.web-arts.com
Test: facebook Acount Deaktivierung
39
- 34. © Andre Morys, Web Arts AG www.web-arts.com
Kernfragen für mehr Kontrast von Testhypothesen
‣ Wird es überhaupt wahrgenommen?
‣ Ist es relevant?
‣ Hat es einen Wert?
‣ Ist es alleinstellend?
‣ Folgt es psychologischen Prinzipien?
41
- 41. © Andre Morys, Web Arts AG www.web-arts.com
Rauschen - kein
signifikanter
Gewinner
Varianten laufen
stabil besser - 2.800
Conversions pro
Variante
+7,4% Sales
Conversion Rate
48
14 Tage Testlaufzeit =
3 x Sales Cycles
- 42. © Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN
V0: Original
- 43. © Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN
V1: stimulantere Bühne + Portrait Einkäufer
- 44. © Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN
V2: zusätzlich mehr Fokus auf Value Propositions
- 45. © Andre Morys, Web Arts AG www.web-arts.com52
Rauschen - kein
signifikanter
Gewinner
Rauschen - kein
signifikanter
Gewinner
159% Uplift
Woran erkennt man valide Resultate?
- 46. © Andre Morys, Web Arts AG www.web-arts.com53
V2 erzeugt signifikant
mehr Umsatz bei
weniger Bestellungen
Woran erkennt man valide Resultate?
- 47. © Andre Morys, Web Arts AG www.web-arts.com54
Sind die Bilder der Einkäufer wirklich relevant für
Kunden? War das Cross-Selling wichtiger?
Weiter optimieren und testen...
- 50. © Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN
Wie viele solcher Entscheidungen werden in
Redesign-Projekten falsch getroffen?
- 51. © Andre Morys, Web Arts AG www.web-arts.com
4 Wochen Testlaufzeit
Gewinner läuft > 3
Wochen parallel
58
Woran erkennt man valide Resultate?
- 52. © Andre Morys, Web Arts AG www.web-arts.com
Goal =
Die gleiche Variante
erzeugt ebenfalls
signifikant mehr
Brutto-Nachfrage
59
Woran erkennt man valide Resultate?
- 54. Persuasion = Growth Factor
HRS = Traditional hotel booker since 1972
Booking.com = Young Challenger,
fueled with persuasion principles
- 55. © Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN
Behavior Patterns
Competitive Advantage through psychological knowledge
How do I perceive things?
What is fun for me?How do I build relations? What is most convenient for me?
Perception
Gamification SimplificationRelation
What is the influence
of other people?
How do I make decisions?
SocialDecision
bit.ly/conversiontraining
- 56. © Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN
Decision Social Perception
Relation Gamification Simplification
How do I perceive things?
What is fun for me?How do I build relations? What is most convenient for me?
What is the influence
of other people?
How do I make decisions?
Behavior Patterns
Competitive Advantage through psychological knowledge
bit.ly/conversiontraining
- 57. © Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN
Cognitive Biases (139)
Actor-observer bias
Affective forecasting
Ambiguity effect
Attentional
Attribute substitution
Attribution theory
Availability cascade
Backfire effect
Bandwagon effect
Base rate fallacy
Belief Bias
Bias Blind Spot
Bizarreness effect
Change bias
Choice Supportive Bias
Clustering Illusion
Cognitive bias mitigation
Cognitive distortion
Confirmation bias
Congruence bias
Conjunction fallacy
Conservatism
Consistency bias
Context effect
Cross-race effect
Cryptomnesia
Denomination effect
Disqualifying the positive
Distinction bias
Dunning-kruger effect
Duration neglect
Egocentric bias
Emotional reasoning
Empathy gap
Essentialism
Exaggerated expectation
Expectation bias
Extrinsic incentives bias
False consensus effect
False memory
Focusing Effect
Forer effect
Functional fixedness
Fundamental attribution error
Gamblers fallacy
Generation effect
Google Effekt
Hard-easy effect
Heuristics in judgement and
decision making
Hostile media effect
Hot-hand fallacy
Humor effect
Illusion of control
Illusion of external agency
Illusion of transparency
Illusion of validity
Illusory correlation
Illusory superiority
Impact Bias
impression management
Inference-observation confusion
Information Bias
Ingroup bias
Innumeracy
Insensitivity to sample size
Introspection illusion
Jumping to conclusion bias
Just-world hypothesis
Less is better effect
Leveling and sharpening
List-length effect
Ludic fallacy
Magical thinking
Magnification and minimization
Mental filter
Mere-exposure effekt
Misattribution
Misinformation effect
Misinterpretations
Modality effect
Price illusion
Mood-congruent memory bias
Moral credential effect
Moral luck
Naive cynicsm
Naive realism
Negativity bias
Neglect of probability
Next-in-line effect
Normalcy bias
Omission bias
Opimism bias
Osborn effect
Ostrich effect
Outcome bias
Outgroup homogenity
Overconfidence effect
Pareidolia
Part-list cueing effect
Peak End Rule
persistence
Pessimism bias
Picture superiority effect
Planning fallacy
Positivity bias
Post-purchase rationalization
Pro-innovation bias
Projection bias
Pseudocertainty effect
Reactive devaluation
Recency bias
Reminiscence bump
Risk compensation
Rosy retrospection
Salience
Selective perception
Self-relevance effect
Semmelweis reflex
Social comparison bias
Social desirability bias
Somatic markers hypothesis
Source confustion
Stereotyping
Subaddivity effect
Subject validation
Suggestibility
Survivorship bias
System Justification
Telescoping effect
Texas sharpshooter fallacy
Time-saving bias
Tip of the tongue phenomen
Ultimate attribution error
Unit bias
Verbatim effect
Von restorff effekt
Zeigarnik effekt
Zero-risk bias
Zero-sum heuristic
bit.ly/conversiontraining
- 58. © Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN
Adaptive Bias
Affect Heuristic
All-or-nothing thinking
Anchoring
Anxiety
Aesthetic = Good
Arousal
Authenticity
Authority
Autonomy
Availability Heuristics
Banner Blindness
Black swan theory
Bonding
Breaking Rules
Caring
Challenge
Cognitive Dissonance
Commitment & Consistency
Comparability
Completion
Context
Contrast effect
Curiosity
Curse of knowledge
Decoy Effekt
Default
Defensive attribution hypothesis
Endowment Effect
Exclusivity
Faces/Views
Feedback
Flow
Framing
Free
Funneling
Grouping
Halo Effect
Herding
Hide/Remove
Hope
Hyperbolic discounting
Identification
Illusion of asymmetric insight
Illusion of truth effect
Innerer Dialog
Irrational Escalation
Island
Joy/Fun
Known
Kognitive Leichtigkeit
Leaderboard
Liking
Logic
Loss Aversion
Mastery
Mental accounting
Mental Models
Mirror
Nonsense math effect
Order
Order/Harmony
Overgeneralization
Paradox of choice
Patterns/Principles
Preview
Primacy-Recency-Effekt
Priming
Proof
Purpose
Reactance/Censoring
Reason why
Reciprocity
Remove
Represantativeness heuristic
Reputation
Restraint bias
Reward
Rhyme-as-reason effect
Rules
Scarcity
Schuld
Self expression
Self fulfilling prophecy
Self serving bias
Self-perception theory
Sensation
Skim/Scan/Read
Social Proof
Sofortiges Erfolgserlebnis
Spurring
Status quo
Story-telling
Sympathie
Tension/Closure
Testimonial
Testing effect
Threat
Trait ascription bias
Trust
Try out
Tunneling
Unlocking
Value/UVP
Well travelled road effect
Worse-than-average effect
Zugehörigkeit
Competitive Advantage through psychological knowledge
Behavior Patterns
bit.ly/conversiontraining
- 59. © Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN
Adaptive Bias
Affect Heuristic
All-or-nothing thinking
Anchoring
Anxiety
Aesthetic = Good
Arousal
Authenticity
Authority
Autonomy
Availability Heuristics
Banner Blindness
Black swan theory
Bonding
Breaking Rules
Caring
Challenge
Cognitive Dissonance
Commitment & Consistency
Comparability
Completion
Context
Contrast effect
Curiosity
Curse of knowledge
Decoy Effekt
Default
Defensive attribution hypothesis
Endowment Effect
Exclusivity
Faces/Views
Feedback
Flow
Framing
Free
Funneling
Grouping
Halo Effect
Herding
Hide/Remove
Hope
Hyperbolic discounting
Identification
Illusion of asymmetric insight
Illusion of truth effect
Innerer Dialog
Irrational Escalation
Island
Joy/Fun
Known
Kognitive Leichtigkeit
Leaderboard
Liking
Logic
Loss Aversion
Mastery
Mental accounting
Mental Models
Mirror
Nonsense math effect
Order
Order/Harmony
Overgeneralization
Paradox of choice
Patterns/Principles
Preview
Primacy-Recency-Effekt
Priming
Proof
Purpose
Reactance/Censoring
Reason why
Reciprocity
Remove
Represantativeness heuristic
Reputation
Restraint bias
Reward
Rhyme-as-reason effect
Rules
Scarcity
Schuld
Self expression
Self fulfilling prophecy
Self serving bias
Self-perception theory
Sensation
Skim/Scan/Read
Social Proof
Sofortiges Erfolgserlebnis
Spurring
Status quo
Story-telling
Sympathie
Tension/Closure
Testimonial
Testing effect
Threat
Trait ascription bias
Trust
Try out
Tunneling
Unlocking
Value/UVP
Well travelled road effect
Worse-than-average effect
Zugehörigkeit
Competitive Advantage through psychological knowledge
Behavior Patterns
bit.ly/conversiontraining
- 60. © Web Arts AG 2013 www.web-arts.com
Does your store look like this?
69
- 61. © Web Arts AG 2013 www.web-arts.com
Or like this?
70
- 62. © Web Arts AG 2013 www.web-arts.com
Or even like this?
71
Kacke. Das wird eng.
- 66. © Andre Morys, Web Arts AG www.web-arts.com75
Hype Disillusionment Enlightenment Productivity
159% Beispiel Inhouse-Test
Frontlineshop
Booking.com
Was kann ich tun?
- 67. © Andre Morys, Web Arts AG www.web-arts.com76
159% Beispiel Inhouse-Test
Frontlineshop
Booking.com
1) Validität der Resultate erhöhen:
‣ Testlaufzeit verlängern
‣ A/A‘/B/B‘ testen um Artefakte zu erkennen
‣ nicht in Segmenten nach Pseudo-Uplifts suchen
‣ Alpha-Fehler-Kumulierung verstehen
bit.ly/cro-statistik
- 68. © Andre Morys, Web Arts AG www.web-arts.com77
159% Beispiel Inhouse-Test
Frontlineshop
Booking.com
2) Effektivere Hypothesen generieren
‣ Kein Trial&Error
‣ Verhaltensökonomik verstehen
(„booking.com“)
‣ Qualitative Methoden einsetzen
‣ Hypothesen priorisieren
bit.ly/conversiontraining
- 69. © Andre Morys, Web Arts AG www.web-arts.com78
159% Beispiel Inhouse-Test
Frontlineshop
Booking.com
3) Fokus verändern
‣ Prozesseffizienz messen
‣ Erfolgsquote in Prozent
‣ ROI p.a.
‣ Durchschnittlicher Uplift
‣ Optimierungsprozess optimieren
‣ Woher kommen die besten
Hypothesen?
‣ Wie wird die Organisation agiler?
- 70. © Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN
Growth
Engineering
Playbook
konversionsKRAFT.de/playbook
- 71. © Andre Morys, Web Arts AG www.web-arts.com80
André Morys
CEO
Web Arts AG
andre.morys@web-arts.com
Tel. +49.6172.68097-15
www.web-arts.com
Danke!
Folge mir auf Twitter: @morys