Ce diaporama a bien été signalé.
Nous utilisons votre profil LinkedIn et vos données d’activité pour vous proposer des publicités personnalisées et pertinentes. Vous pouvez changer vos préférences de publicités à tout moment.
Accelerate Your Conversion Optimization Program
With Attitudinal & Behavioral Research
Vipul Bansal
Co- Marketing Manager,...
Agenda
Speaker
Our clients acquire and retain more
revenue from customers through
Digital Experience Optimization
Daniel G...
● Why CRO research is important
● How to do successful CRO research
● Which CRO research methods
● Takeaways
Agenda
© Hous...
CRO research
is important
Simple things can be learnt by trial & error
Nail: One element
Options: A couple ways to try nailing it in
© House of Kaiz...
Website optimization has too many elements/options
for trial & error
Imagine...
A small website can have 100 elements (sen...
NEVER
User interface
optimization
© House of Kaizen 2019
Goals &
Attitudes
Product
knowledge
Identity
Decision
process
Users’ Bubbles
Users and marketers live in their own worlds
...
Example - Usability test on a cruise
website
● Feel the website looks ‘too conservative’.
● Can’t understand basic termino...
How research increases test success
Our agency’s A/B test performance since focus on research
16%
Average conversion uplif...
Successful
CRO research
Test
Ideas/hypotheses
1
2
3
4
5
Ideas
prioritization
Testing
Strategy
Blueprint &
Wireframes
Design &
Copywriting
Code, QA...
Making research more actionable
Delivery: Joint test ideation workshops
between research, CRO, design &
development.
Plann...
User research
Actionable insights
Behavioral economics
User behavior theory
Test strategy
Combining two sources of knowled...
3
What does this pattern mean?
Which actions to take?
Example: Eye tracking data
Users landing on an antivirus shop (first...
3
Masthead Eye Tracking Data-compatibility to system
-store match to personality
1.
2.
3.
Three cognitive steps:
Identifie...
● Thought/reasoning
● Slow
● Rational
● Rich details
System 2System 1
Behavioral economics: Two decision making systems
● ...
Personalized device
compatibility cues
Lifestyle cue
Brand cue
Strategy: Use System 1 and make desired information easily ...
CRO research methods
Quantitative & Qualitative
On-site & Offsite
Classification of
research methods
Attitudinal &
Behavioral
© House of Kaizen...
What
users do,
think &
feel
What
users do
What
users
think &
feel
Attitudinal research
• Pop-up surveys
• Passive feedback...
Backbone behavioral research methods
● Conversion rates
● Paths to conversion
● Drop off points
● Level of engagement
whic...
Main conversion path Pathological path
Convert
Drop Off
Finding: Most visitors convert via a
100 days trial content page.
...
Finding: 30% of visitors interact
with the magazine image (click
and/or mouse hovering).
1.
2.
Clicks
Mouse movements
Hypo...
Multiple choice
Open questions
Rating scales
Attitudinal research: Pop-up surveys
● Content gaps
● Reasons to visit a site...
Pop-up finding: 25% of visitors read
business pages to aid decision
making.
1. 2.
3.
Design Principles Different delivery
...
● Research is very important, as trial & error/intuition
do not work for optimizing websites.
● Successful CRO research ne...
Thank You!
Q&A
Prochain SlideShare
Chargement dans…5
×

[Webinar] Accelerate Your Conversion Optimization Program With Behavioral And Attitudinal Research

298 vues

Publié le

Learn why research is important for successful CRO programs and how it should be activated to ensure that testing is fueled with actionable insights. In this webinar, Daniel Gold, Head of Research at House of Kaizen, a digital agency, shares top tips and recommendations on how behavioral and attitudinal research methods can be deployed to see measurable business growth.

Publié dans : Marketing
  • Soyez le premier à commenter

[Webinar] Accelerate Your Conversion Optimization Program With Behavioral And Attitudinal Research

  1. 1. Accelerate Your Conversion Optimization Program With Attitudinal & Behavioral Research Vipul Bansal Co- Marketing Manager, VWO Daniel Gold Head of Research, House of Kaizen
  2. 2. Agenda Speaker Our clients acquire and retain more revenue from customers through Digital Experience Optimization Daniel Gold - Head of Research /gold-daniel Test and learn to delight and grow. We design, deliver and optimize incredible experiences for your customers. ● Conversion rate optimization ● Usability ● Customer retention ● User & customer insight © House of Kaizen 2019
  3. 3. ● Why CRO research is important ● How to do successful CRO research ● Which CRO research methods ● Takeaways Agenda © House of Kaizen 2019
  4. 4. CRO research is important
  5. 5. Simple things can be learnt by trial & error Nail: One element Options: A couple ways to try nailing it in © House of Kaizen 2019
  6. 6. Website optimization has too many elements/options for trial & error Imagine... A small website can have 100 elements (sentences, images, icons). Randomly changing elements to discover which are the 20% that a typical user will see. 5 e+20 variations 4 e+11 stars in milkyway (400 billion) © House of Kaizen 2019
  7. 7. NEVER User interface optimization © House of Kaizen 2019
  8. 8. Goals & Attitudes Product knowledge Identity Decision process Users’ Bubbles Users and marketers live in their own worlds User Behaviour Bubble Marketers Experiences © House of Kaizen 2019
  9. 9. Example - Usability test on a cruise website ● Feel the website looks ‘too conservative’. ● Can’t understand basic terminologies. (‘flight cruises,’ ‘excursions’). ● Can’t see any benefits. ● High stress levels when deciding. Users new to cruise holidays (novices): Marketers who designed the website (experts on cruises) think the website is appealing, clear and full of USPs! © House of Kaizen 2019
  10. 10. How research increases test success Our agency’s A/B test performance since focus on research 16% Average conversion uplift per test +100% 83% Percentage of green tests +65% Year on year comparison 2015/16 vs 2017/18 © House of Kaizen 2019
  11. 11. Successful CRO research
  12. 12. Test Ideas/hypotheses 1 2 3 4 5 Ideas prioritization Testing Strategy Blueprint & Wireframes Design & Copywriting Code, QA & Launch $ Test Results 2. Test performance research When to research in a testing process 1. Ad-hoc research © House of Kaizen 2019
  13. 13. Making research more actionable Delivery: Joint test ideation workshops between research, CRO, design & development. Planning: Designing every piece of research with potential test applications in mind. Multi-Method: Using both behavioral and attitudinal methodologies. What users do What users think & feel Behavioral research Attitudinal research © House of Kaizen 2019
  14. 14. User research Actionable insights Behavioral economics User behavior theory Test strategy Combining two sources of knowledge Actionable Insights Attitudinal research Behavioral research Research becomes more actionable when it’s merged with user behavior theory © House of Kaizen 2019
  15. 15. 3 What does this pattern mean? Which actions to take? Example: Eye tracking data Users landing on an antivirus shop (first 5 seconds on page)
  16. 16. 3 Masthead Eye Tracking Data-compatibility to system -store match to personality 1. 2. 3. Three cognitive steps: Identified with eye tracking (behavioral) + theory + association tests (attitudinal) Example: Landing on an antivirus shop © House of Kaizen 2019
  17. 17. ● Thought/reasoning ● Slow ● Rational ● Rich details System 2System 1 Behavioral economics: Two decision making systems ● Intuition ● Fast ● Emotional ● Easy & quick cues 5 seconds on page = system 1 (fast) © House of Kaizen 2019
  18. 18. Personalized device compatibility cues Lifestyle cue Brand cue Strategy: Use System 1 and make desired information easily accessible Affordance Masthead test addressing the 3 cognitive stages Windows 10: +26.61% CR © House of Kaizen 2019
  19. 19. CRO research methods
  20. 20. Quantitative & Qualitative On-site & Offsite Classification of research methods Attitudinal & Behavioral © House of Kaizen 2019
  21. 21. What users do, think & feel What users do What users think & feel Attitudinal research • Pop-up surveys • Passive feedback • On-site questionnaires • Targeted social surveys • Interviews (emphatic/in-depth) • Focus groups • Association tests • Social media listening Mixed research • Customer journey mapping • Usability testing • Diary studies • Customer journey mapping • Facial coding • Galvanic skin response • Pupil dilation Behavioral research • Traffic analytics • Heatmapping • Session recordings • Eye tracking • Big data CRO research methodologies Recommended minimum Our agency uses all methods to get bigger uplifts, as methods have different strengths and weaknesses © House of Kaizen 2019
  22. 22. Backbone behavioral research methods ● Conversion rates ● Paths to conversion ● Drop off points ● Level of engagement which page elements (scrolling, hovering, clicks) ● Order of page element engagements ● Engagement durations Session recordingsHeatmappingTraffic analytics Custom set up to track scrolling and clicks, Time on page unreliable Poor tracking of engagement durations and order Small samples © House of Kaizen 2019
  23. 23. Main conversion path Pathological path Convert Drop Off Finding: Most visitors convert via a 100 days trial content page. 1. 2. Hypothesis: Driving more traffic to the trial page will increase conversion. + 7.4% CR 3. Solution: Adding links to the trial page. Traffic analytics example - mattress shop Home page Trial page © House of Kaizen 2019
  24. 24. Finding: 30% of visitors interact with the magazine image (click and/or mouse hovering). 1. 2. Clicks Mouse movements Hypothesis: Visitors interact with the magazine image because of a preconception learned from website convention, to expect additional content on such interaction. 3. + 10.8% CR Solution: Magazine preview in a light box, triggered on magazine image click. Heatmapping example - magazine shop © House of Kaizen 2019
  25. 25. Multiple choice Open questions Rating scales Attitudinal research: Pop-up surveys ● Content gaps ● Reasons to visit a site ● Needs/ interests Certain traffic volume are required, as response rates are typically between 0.1% and 1% Measuring thoughts and feelings which are accessible while on a page/app © House of Kaizen 2019 vs passive feedback which find mainly website bugs
  26. 26. Pop-up finding: 25% of visitors read business pages to aid decision making. 1. 2. 3. Design Principles Different delivery mechanisms of the value proposition (discrete, contrasting or intrusive) are possible. Solution: Pop-up With relevant value proposition and image. + 112.4% visits to the store Pop-up survey example - newspaper editorial © House of Kaizen 2019
  27. 27. ● Research is very important, as trial & error/intuition do not work for optimizing websites. ● Successful CRO research needs to be actionable, especially through combining behavioral & attitudinal methods and connecting to consumer behavior theory. ● There is a tremendous amount of research methods which work well for CRO. We recommend to use as a minimum: traffic analytic, heatmapping, session recordings, and pop-up surveys Takeaways © House of Kaizen 2019
  28. 28. Thank You! Q&A

×