Key #1: Motivation 1
FBM Theory Behaviormodel.org FBM theory
! 1. Build up their motivation 2. Make it easy to do so 3. Ask for it at the right time 3 Simple Keys
Competitive Spontaneous Methodical Humanistic
Leverage Human Traits
•A: Search Dominant/Competitive •B: Navigation Dominant/Methodical •C: Tool Dominant/Spontaneous •D: Successful/Humanistic
Fast-paced decision-making, logically orientated Competitive
Why is your solution better than other solutions?
Slow-paced decision-making, logically orientated Methodical
Methodical How can your solution fix my problem?
Fast-paced decision-making, emotionally orientated Spontaneous
Spontaneous Why is your solution NOW the best for my problem?
Slow-paced decision-making, emotionally orientated Humanistic
Humanistic Who has already used your solution to solve my problem?
Use design elements to help them make a decision
Loss Aversion !
Use Anchoring
Address their concerns
After adding items to your basket, what would make you abandon?
So why do they abandon?
Put their mind at rest
Reassuring
Key #2: Ability 2
We LOVE Customer Service!
Proactive7.com Proactive chat on Comparison page increased sales by 211%
Proactive chat in the checkout - increased sales 20% 7 AOV 43 %
Econsultancy Once you are in the checkout process, what would deter you from completing the purchase?
“A general “law of least effort” applies to cognitive as well as physical exertion.
Need more information? - Gamefy the task
Package it up!
ly i.com ran a split test on their pricing page.
Leverage The Commitment Principle
Make it easy for them to achieve your objective
Hmmm… that’s pre y easy…
Get them in the door - halved their abandonment rate
•Removed forced registration
Key #3: Trigger 3
Eyequant Groupon - optimizing sign up form position
52% uplift in conversion!
Be the director: Make the task obvious
Popovers work a treat
Get the design hierarchy right
Easiest change - huge impact
Ask for the right action at the right time
Reduced Buy Now with Add to basket - 17% increase
Increased conversions by 14.79%
14.79%'more'conversions'
Register (seen negatively) ! vs ! New customer (seen positively) Be aware of the power of words
Re-mailing works a treat!
Results versus promotional email: ! Conversion rate: 81% increase !
Results versus promotional email: ! Conversion rate: 44% increase !
3. Kath Pay - cloud.IQ - @kathpay
!
Kath lives and breathes marketing, she is not only a world
renown speaker and trainer but practices her art in the
senior management team and as the Marketing Director of e-
commerce conversion experts - cloud.IQ.
!
She is recognised as the UK’s leading Email Marketer and
heads up training for Econsultancy as well as the Institute of
Direct and Digital Marketing (IDM).
Your presenter
24. !
Loss Aversion
!
loss aversion refers to people's tendency
to strongly prefer avoiding losses to
acquiring gains.
!
Some studies suggest that losses are twice
as powerful, psychologically, as gains.
36. Econsultancy
Once you are in the checkout process, what would deter you from
completing the purchase?
37. “A general “law of least effort” applies to cognitive
as well as physical exertion. The law asserts that
if there are several ways of achieving the same
goal, people will eventually gravitate to the least
demanding course of action. ……Laziness is built
deep into our nature”
— Daniel Kahneman, Thinking, Fast and Slow
Make it easy for them
45. ly i.com ran a split test on their pricing page. The variation clearly showed features offered in each plan. This increased
visits to their ‘Free Trial’ signup page by 93.71%.
Visual Website Optimizer
Increased visits to the lead generation page by 93.71% with a
statistical significance of 96%
49. Get them in the door - halved their abandonment rate
50. •Removed forced registration
•Removed requirement for registration or password
before the checkout
•Questioned & tested existing practices
•Increased purchases by 45%
•Additional $300,000,000 for first year
Commitment
64. Results versus promotional
email:
!
Conversion rate: 81% increase
!
Note: It is worth testing
whether the abandoned
product/s appearing on the
email increases targeted metrics
!
Lifecycle Case Study: Abandoned Basket
65. Results versus promotional
email:
!
Conversion rate: 44% increase
!
Note: The conversion rate will
always be optimised if the
products are relevant to what
has been browsed
Lifecycle Case Study: Abandoned Search (Browsed not bought)
67. Access to our real time
interactive analytics
Dashboard
Prove the success of the
platform from day one before
paying any money
Get sent full audit report
after 1 week live
Fully understand expected
R.O.I
Create controlled user group
for A/B testing
www.cloud-iq.com
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