Is your web designer cheating on you? ...and I don’t mean intentionally.

Is your web designer
cheating on you?
...and I don’t mean intentionally.

HELLO
My name is Mark Byrne
I’m the Director of The New Media Company™
www.thenewmediaco.co.uk
ABOUT ME
Mark Byrne | Managing Director

My PASSION is business growth.
ABOUT ME

Tonight I have 2 outcomes:
My aim is to help you increase your online profits without increasing your advertising spend.
Everything I show you has been tried and tested. There is NO theory here
- only proven, practical advice.
To provide you with
massive VALUE and HELP
you to grow.
Give you some practical
ideas so you can go away
and implement
ABOUT ME
What are my aims?

Out of Interest...
Who do we have in the room tonight?
ABOUT YOU
What do you do?
• Business Owners
• Sales Professionals
• Marketing Managers
• Web Developers or Designers
• Other?

Question?
Do we have any businesses in the room turning over:
ABOUT YOU
What are you turning over?
£100K £500K £1M+

I have been fortunate enough to design for some of the
world’s leading brands over the last 20 years:
ABOUT ME
Work History
History

I was trained to created designs that:
• Looked good - for art’s sake,
• Were based on my taste and opinion,
• Followed the latest industry trends,
• Were subjected to client egos
Basically…
I was an ego designer.
ABOUT ME
Previous Design Style
I used to be a ‘Subjective Designer’

• They used to reject our best designs
• They gave us constant amends
• Who do they think they are?
• What did they know?
• They’re not creative
To be honest… I didn’t really understand what they did.
ABOUT ME
Previous Design Style
Looking back, I used to dislike our
marketing departments...

Later we found out that the reason for this was to make the
Milkybar Kid timeless, so he could never age.
PREVIOUS WORK
Example One
Marketing Brief examples:
Create an illustrated character to replace the current Milkybar kid.

Research has indicated that UK is the only nation that children arrive
home alone before both working parents.
PREVIOUS WORK
Example One
Marketing Brief examples:
Design a set of Dolmio microwave pouches for children in the UK

I was frustrated…
I didn’t get it?
PREVIOUS WORK
My frustration

Then I got a job with:
PREVIOUS WORK
Procter & Gamble

Procter and Gamble’s net worth is
$200 Billion
PREVIOUS WORK
Procter & Gamble

After working for P&G for a couple of
months, I then realised...
PREVIOUS WORK
Procter & Gamble

PROCTER AND GAMBLE
Psychology
Procter & Gamble sent me on
psychology courses about:
• Buyer Journeys
• Emotional Triggers
• Customer Lifecycle
• Life Time Value
• FMOT and ZMOT

PROCTER AND GAMBLE
Psychology
The Emotional Triggers of Colours

The science that makes us spend more in supermarkets,
and feel good while we do it.
PROCTER AND GAMBLE
Psychology
Psychology behind Supermarkets’
selling tactics:

• Flowers and bakeries and other pleasant-smelling items are
often put in the front of the supermarket
• Sniffing sweet scents when you first walk in puts you in a better
mood, triggers hunger making you more prone to impulse buys.
PROCTER AND GAMBLE
Psychology
Fragrant Items in the Front

• That's because supermarkets want you to walk through the
store to reach them and pop items into your cart along the way.
• Common buys are also located in the middle of aisles, which will
draw you deeper into the supermarket.
PROCTER AND GAMBLE
Psychology
Essentials at the Back

• Slow music makes people take their time and spend
more money.
• Loud music makes them move through the store quickly without
affecting sales.
• Classical music leads people to buy more expensive
merchandise.
Music
PROCTER AND GAMBLE
Psychology

Free Samples
PROCTER AND GAMBLE
Psychology
• Samples slow you down and gets customers to buy products
that weren’t on their lists.
• Trying something for free can also instill a sense of commitment
or obligation into to buying the product.

• Being hit with splashes of colour when you walk in the store will
put you in a good mood and will make you want to buy more.
• It sets the tone for the whole shopping experience and makes
customers think more favorably of the particular supermarket.
Colourful Produce
PROCTER AND GAMBLE
Psychology

• ‘Buy level’ brands often pay supermarkets placement fees for the
best allocation on the shelfs.
• “We naturally look lower than eye-level to somewhere between
waist and chest level”.
• Procter & Gamble sales increased dramatically.
Buying Level
PROCTER AND GAMBLE
Psychology
Above eye-level
Lower than eye-level

PROCTER AND GAMBLE
Psychology
It’s no accident that shopping carts
are getting bigger.

PROCTER AND GAMBLE
Psychology
Every decision P&G make is data
driven backed by proven science.

Is everyone trying to exploit me?
PROCTER AND GAMBLE
Psychology

I was fascinated
I wanted to learn more….
So I enrolled onto more
training courses!
PROCTER AND GAMBLE
Psychology

PSYCHOLOGY OF PERSUASION
InfusionSoft

• In our busy overloaded lives more than ever we require shortcuts
to guide our decision-making.
• Robert has identified just SIX of these shortcuts that influence
human behaviors
Influence
Factors that influence us to say YES

Influence
1: Reciprocity
2: Consistency
3: Social Proof
4: Like-ability
5: Authority
6: Scarcity
6 Weapons of Influence

Influence
Reciprocity
Authority
Social Proof
Let’s take a closer look at 3 of them:

• We’re hardwired to help those who’ve helped us.
• Each of us has been trained from childhood to comply with the
reciprocity rule
• This is one of the most powerful psychological triggers
Reciprocity
1. Reciprocity

• If you’re invited to a party, there's an obligation for you to invite
that same person to a future party you are hosting
• Birthday or Christmas cards
• A friend buys you a round, you feel obliged return the favour
• A work colleague helps, you remember and do the same for
them
Reciprocity Examples
Reciprocity Examples:

The best demonstrations comes from
a series of studies conducted in
restaurants:

• 1 mint per dinner, they see an increase in tips by 3%
• 2 mints per dinner, they see an increase in tips 14%
• If the waiter gives 1 mint walks away and then turns around and
says ‘for you kind people you can have another mint’
• Tips go through the roof: 24%
If a waiter gives:

It is proven that people will follow:
CREDIBLE
KNOWLEDGEABLE
EXPERTS
Authority
2. Authority

Authority Examples
People are more likely to give change for a parking
meter to a complete stranger, if they wear a uniform
rather than casual clothes

• Would you let a complete stranger walk into our home if they
perceived to be a policeman?
• We’d trust a personal trainer if they display the diploma
certificates on the gym wall
• We instantly trust authority figures: doctors, teachers & politicians
Authority Examples
Authority Examples

Authority Examples
Authority Examples

Authority Examples
• The £41 million advertising campaign starring Oliver generated
an extra £1.12 billion in sales in less than two years.
• ROI: An additional £5 million for every £1 spent on advertising,
research for Sainsbury’s claimed.
Authority Examples

• People will look to the ACTIONS of OTHERS to determine
their OWN
• When we’re on the fence about a decision, we often look to
others to see what they’re doing and copy.
Social Proof
3. Social Proof

• You pick a restaurant based on the number of people who
dine there.
Social Proof Examples

• Sign up for a service based on the number of people already
using it.

• Pick a product with more positive reviews.

• 88% of people trust reviews as much as personal recommendations.

The Rules
Be Ethical and ONLY use these
principles for GOOD!
Use them to HELP people
RULES

• Without knowing it, I was slowly turning
to the dark side
• I was becoming a marketer
• I was becoming a Scientific Designer
SCIENTIFIC DESIGN
Marketing and Design

SCIENTIFIC DESIGN

SCIENTIFIC DESIGN
• GDD (Growth Driven Design)
• Growth Hacking
• Conversion Rate Optimisation
• UX Design (User Experience)
I then began to learn about:

SCIENTIFIC DESIGN
Growth Driven Design
It’s constantly monitoring and improving your website’s conversion rates.
What is Growth Driven Design?

SCIENTIFIC DESIGN
Conversion Rate
• Getting visitors to take action such as purchasing your product or
signing up for a newsletter
• The ultimate goal for any page on your website is for you to get leads
to turn into customers.
What is a Conversion Rate?

SCIENTIFIC DESIGN
Conversion Rate
As a business, you need to analyse all elements of your website to
continuously improve.
Constant Improvement

● It is your hardest working salesperson, available 24/7
365 days a year.
● Customers make 70% of the sales journey before
even contacting your sales department, how? - Your
website!
SCIENTIFIC DESIGN
Conversion Rate

How do we do it?
SCIENTIFIC DESIGN
Conversion Rate

• We use heatmaps
• Analyze visitors’ click behavior
• See where visitors are clicking
• Highlights distracting elements of a page
• Shows exact number of clicks on particular spots
SCIENTIFIC DESIGN
Tracking your visitors
Track Visitor Behaviour

Track Visitor Behaviour
SCIENTIFIC DESIGN
Tracking your visitors

• Create multiple variations
• Track revenue, signups, clicks or any other
conversion goal
• Divide the website's traffic among all the variations
and track which one works the best.
SCIENTIFIC DESIGN
Split Test
Split Test & Optimize

SCIENTIFIC DESIGN
Split Test
Split Test & Optimize

• See trends in conversion rates
• Know which designs produce maximum conversions
• Track multiple conversion goals at the same time
SCIENTIFIC DESIGN
Business Growth
Use Data for Business
Growth

SCIENTIFIC DESIGN
Business Growth
Use Data for Business
Growth

SCIENTIFIC DESIGN
Split Testing
We use A/B Split Testing
software to do this

Here are 7 Simple Tips to improve your website's conversion rates
and increase profits
SCIENTIFIC DESIGN
Conversion Rates
So… What can you do?
7

1.
Stop using stock photos on your website.
IMPROVE YOUR CONVERSION
What can you do?

• People like doing business with people, not websites
• Let them see your team and premises
• Show them you are real
• By using real photos you could see up to a 45% conversion
improvement
1.
What can you do?

1.
What can you do?

Calculating results
What can you do?
Web Traffic
Conversion Rate
= Success Rate
x

Shortcut to building trust!
What makes you decide to go
to a certain restaurant, or
choose one hotel over the other
when booking a holiday?
Answer?
Reviews and testimonials!
2.
Show your customer testimonials
What can you do?

2.
Show your customer testimonials
What can you do?

• Display your membership badges you belong to
• Won any awards? show them off with pride.
• If you’ve worked with any ‘household names’ or big players in
your industry then shout about it!
• This does wonders for conversions.
3.
Utilise your badges of honour
What can you do?

3.
What can you do?

Try using risk reversal!
3.
What can you do?

4.
Show the benefits instead of the features
What can you do?
• Your visitors have landed on your website because you’re
offering a product or service that helps ‘solve their problem’
• We advise you focus on the benefits.
• Acknowledge the pain and tell them how your products or
services solves this problem.

4.
Show the benefits instead of the features
What can you do?

5.
Offer a freebie
What can you do?
• Results have shown that if you try something before you buy,
you’re more likely to purchase it.
• Gifting is an effective persuasion tactic that is based on the rule
of reciprocity.
• Give something of value can help increase your leads.
• Free information such as a how to blog, or an eBook can help to
establish authority and instill trust in your brand.

5.
Offer a freebie
What can you do?

6.
Try small commitments
What can you do?
• We don’t tend to marry on the first date :-)
• Borrowing from Robert Cialdini’s work, using commitment is a
powerful persuasion strategy
• We know it as the ‘foot in the door’ technique
• It works by “getting a small YES, and then getting an even
bigger YES”.

6.
Try small commitments
What can you do?

Make it stand out!
7.
Test your Call-to-Action
What can you do?

Test’s increases CTA Button Clickthroughs by 9.1%
7.
Test your Call-to-Action
What can you do?

“Without data you
are just another
person with
an opinion”
–W. Edwards Deming,
Data Scientist
What can you do?

STICK TO IT
What can you do?

We’re NOT delivering websites…
We’re delivering results.
1. Measure & record
2. Test
3. Measure again
4. Rince and repeat
Conversion optimisation is an on-going process.
With each test we learn something new about our
customers
SCIENTIFIC DESIGN
What we do

Scientific & Data Driven Graphics
Start using:
• Heatmap, user flows
• A/B Split Testing
• Persuasion Science
• Analytics and Persona research
• KPIs, goals, metrics
SCIENTIFIC DESIGN
What you should be doing

REMEMBER
• Making a few small changes can have a great impact
on improving your conversion rate.
• What works for one site might not necessarily work
for yours, so keep testing!
• Focus on converting your visitors, rather than just
increasing traffic.
SCIENTIFIC DESIGN
What you should be doing

THANK YOU
I hope you find this useful.
I would love to hear what you think.
Our company is always looking for ways to learn, grow and improve
and we feel your feedback would be of great value.
Any Questions?
THE NEW MEDIA CO
Thank You

Is your web designer cheating on you? ...and I don’t mean intentionally.

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