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The Big 10: Digital Experience Strategies that Convert and Differentiate
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Secret
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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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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.
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Hotjar
#1
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HOTJAR Heat/Scroll Maps
Recordings
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75%
55%
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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
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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
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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
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10% Increase in
conversation rate
20% Decrease in web-related
phone calls
2s Fastest loaded airline website
https://work.co/virgin-america/
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Videos
#7
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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
5
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.
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Social Proof Credibility
Customer Service Credibility
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Contextual Cross-Channel
#9
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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
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Landing Pages + A/B Testing
#10
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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
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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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Enjoy your j(our)ney