the big 10: the secret digital experience strategies that convert and differentiate

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The Big 10: Digital Experience Strategies that Convert and Differentiate 

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Secret

No matter how much technology advances, the trigger behind human behaviour will pretty much remain the same.

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[UNIVERSAL TRUTH] PEOPLE ARE LAZY

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UX is based on 200 years of scientific knowledge,

30 years of industry best practices, and specifically

applied research.

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6

A B

+ 35.6 %

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A

B

12 seconds 8 seconds

8 seconds 12 seconds

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50% is of the

EXPERIENCE

EMOTION

Emotions are driven by interactions.

Rick Hanson PhD “Confronting the Negativity Bias”

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A B

+72 %

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The Big 10: Digital Experience Strategies that Convert and Differentiate

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Secret Not just another channel.

Customer are moving insurance from a

price to a value consideration.

Digital strategy and the key objective(s) for insurers are a must.

Hotjar

#1

HOTJAR Heat/Scroll Maps

Recordings

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75%

55%

Identify. Diagnosis. Eliminate.

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The Laws Hick’s, Miller’s, Fitt’s

#2 - #4

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HICK’S LAW

[GOOD] [BAD]

Increasing the number of choices will increase decision time

MILLER’S LAW

Average person can hold in working memory is about seven(+/- 2)

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FITT’S LAW

[GOOD]

[BAD]

The time required to rapidly move to a target area is a function of the distance to the target and the size of the target.

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PLEASE AVOID ALL CAPS REQUIRES TOO MUCH PLEASE AVOID ALL CAPS REQUIRES TOO MUCH PLEASE AVOID ALL CAPS REQUIRES TOO MUCH

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Gestalt

#5

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A good continuity, once it has discovered a pattern, restricts the brain from visiting all the zones of a screen simultaneously.

GESTALT

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Transparency I Value I Customer Service I Satisfaction

HUMAN

Affordance & Signifiers

#6

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AFFORDANCE

False Bottoms

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SIGNIFIERS

The perceivable parts of an affordance; they tell us what actions are possible

Thanks, Google.

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LESS CLUTTER DOES NOT EQUAL MORE USABLE

SIMPLICITY BLINDESS

10% Increase in

conversation rate

20% Decrease in web-related

phone calls

2s Fastest loaded airline website

https://work.co/virgin-america/

Videos

#7

65% of the population are visual learners. We processes visual information 60,000x faster than text.

Sources: 3M Corporation and Mind Tools

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1.  Expert 2.  Celebrity 3.  User 4.  Wisdom of the crowd 5.  Wisdom of your friends

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2 5

1 2 12x More Than

That of The Company

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3

3 4 4

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Micro-Moments + Meta-Moments

#8

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“If a consumers question is answered effectively on a company’s website, they are more likely to go

forward with their purchase decision.”

I N S T I N C T

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Meta-Moments must be planned. A meta-moment is a brief

pause, a step back from the immediate moment, where

the audience member has an introspective experience.

Creates a deeper touchpoint

with the visitor.

Social Proof Credibility

Customer Service Credibility

Contextual Cross-Channel

#9

CONTEXTUAL EXPERIENCES Deliver the Right experience, to the Right user at the Right

time, on the Right device.

Location I Time I Referrer I History I Trigger

Landing Pages + A/B Testing

#10

Companies with 10+ landing pages generate

55% more leads than companies with 5 fewer

landing pages.  

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Sources: http://blog.hubspot.com/blog/tabid/6307/bid/33756/Why-You-Yes-You-Need-to- Create-More-Landing-Pages.aspx

The Ultimate Landing Page 1.  Unique selling proposition (USP) ideally in the

headline 2.  Secondary headline to draw the eye and increase

scannability 3.  A succinct and compelling overview along with a list

of benefits and/or features 4.  Testimonials and indicators of social proof (video!) 5.  Micro-copy to encourage CTA action 6.  A seductive call to action (CTA) 7.  Limited links that launch into the full site 8.  Hero image/video 9.  Try to keep everything above the fold – ideally

600px

45 https://vwo.com/blog/landing-page-best-practices/

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[UNIVERSAL TRUTH] PEOPLE ARE LAZY

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