mobile cro - the psychology behind selling to thumbs
TRANSCRIPT
Mobile CRO!The psychology behind selling to thumbs!Bart Schutz, Chief Psychology Officer, March 9, 2016!
@BartS [email protected] nl.linkedin.com/in/bartschutz/
Can we assist you with "more effective Optimization?
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ü CRO outsourcing ü CRO workshops & training
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Big Bang Earth Life Sexes Brain
Toda
y Re
tail S
trate
gy
13.8 "billion yrs
4.6"billion yrs
3.6"billion yrs
1.2"billion yrs
0.6"billion yrs
A little history of our brain: 600.000.000 years old
Brain stem Limbic system Neocortex Humans
600 "million yrs
250"million yrs
200"million yrs
2.4"million yrs
Toda
y Re
tail S
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gy
A little history of our brain: 2.400.000 years in ‘humans’
Hominids
2.400.000 "yrs
Our species
Cognitive Revolution
170.000 "yrs 70.000 "
yrs
Toda
y Re
tail S
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A little history of our brain: 70.000 years with ‘cognition’
ü Slow & lazy ü Rational & logic ü Conscious ü Reasons & Rules ü Requires attention ü Effortful"
ü Future ü Control
ü Fast & always on ü Emotional ü Subconscious ü Intuitive & associative ü Large capacity ü Effortless"
ü WYSIATI ü Automatic
In short: A customer is a dual processing brain
Jantje’s vader heeft 3 zonen:⇒ Kwik, Kwek & . . . .
Sometimes you need to control system 1 with system 2
We have a dual processing brain: System 2 tries to control System 1
The basic question is ‘which system is in control’?
Analytics!Two main characteristics of the systems and impact of mobile interfaces!
W h i c h s y s t e m a r e y o u d e p e n d e n t o n ?
S y s t e m 1 o r a l s o s y s t e m 2 ?
At the end of this test, I ask a question.
Don’t stop and think about itAnswer is immediately!
When system 2 operates, it depletes…
[email protected] Bart Schutz (@BartS) | Online Dialogue WheelofPersuasion.com conversions@
Reading on mobile is costing more effort …
Are you in a system 2 market?
Typical system 2 behavior on mobile:
ü Less ‘repeat visitors’ ü Less pages in less time
ü Lower CR
Desktop( Tablet( Mobile(
Session(1me( Before(transac1on(
Shor te r d ia logues w i th sys tem 2
System 2 is often involved when money is entering the
equation
Different dev ices dur ing the day
Mobile is used when there’s a lot of distraction
Dis t ract ion o f ten doesn ’ t bother sys tem 1
Desktop( Tablet( Mobile(
Mobile system 1 indicators: ü More ‘repeat visitors’
ü More pages ü In more time
But system 2 o f ten has a b igger s t rugg le
Desktop( Tablet( Mobile/Wifi( Mobile/3/4G(
The more “mobile”, the more ‘distraction’ becomes a serious
system 2 competitor
Behavior!Using behavioral science to make a thumb click the BUY-button!
Financial Growth Instantly uplifting revenue
Intelligence Growth Long term competitive advantage
One more thing: Digital is about Evidence Everything
Reinvest until you fully exploit your test bandwidth
Investment Revenue over 6 months! ROI in months!
Company X! €82.000 €1.200.000 ! +1463%!Company X! €89.000 €1.800.000 ! +2022%!Company X! €150.000 €5.500.000 ! +3666%!Company X! €166.000 €5.800.000 ! +3493%!Company X! €230.000 €16.500.000 ! +7173%!
BIG: Behavioral Intelligence Graph
Bart Schutz!
Grow your competitive advantage by 1st party customer intelligence: • Plot “determinants” against
Customer Journeys • Include all CRO insights "
(data-analysis, a/b-tests, voice of the customer, …) • Align with non-CRO ‘departments’
@BartS [email protected] nl.linkedin.com/in/bartschutz/
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wheel-of-persuasion.com
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Q&A"(Ask Me Anything)
@BartS [email protected] nl.linkedin.com/in/bartschutz/
abtestguide.com onlinedialogue.nl
wheel-of-persuasion.com
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