tle15 euro-pordon maurice-robecov1.2
TRANSCRIPT
#TLE2015© 2015, WhichTestWon. All rights reserved.
The Copy Cat Effect: How Copy Changes Created Surprising Results
#TLE2015© 2015, WhichTestWon. All rights reserved.
Robeco
Maurice Pordon
Who am I
Ecommerce Manager
#TLE2015
#TLE2015© 2015, WhichTestWon. All rights reserved.
Real life Test: When Maurice visited Berlin last time did he...
Run the 42# Berlin marathon
Get a private concert from TV cook Kolja
Kleeberg
How good is your gut?A B
#TLE2015© 2015, WhichTestWon. All rights reserved.
What could you do if you have a surplus of money?
#TLE2015© 2015, WhichTestWon. All rights reserved.
Robeco ONE: No end date and Fixed risk /Expected return
#TLE2015
Risk/return
Time
#TLE2015© 2015, WhichTestWon. All rights reserved.
Robeco LIFE: Fixed enddate and decreasing Risk and Return
#TLE2015
Risk/return
Timeenddate
#TLE2015© 2015, WhichTestWon. All rights reserved.
We sell the 2 investment solutions like this:
Click icon to add image Click icon to add imageRobeco ONE
Small amounts
Always changable
Always withdrawable
Healthy performance
Robeco LIFE
Small amounts
Always changable
Always withdrawable
Healthy performance
#TLE2015© 2015, WhichTestWon. All rights reserved.
Copy test: USP’s and new copy focus on enddate and decreasing risk/return
Control Variant
#TLE2015© 2015, WhichTestWon. All rights reserved.
Robeco LIFE funnel (simplified)
Old Copy New CopyProductpage
Checkout Form start
Confirmation page
Checkout Form end
Goal: increase CR to confirmation page with 10%
#TLE2015© 2015, WhichTestWon. All rights reserved.
Which test WON?How good is you gut?
#TLE2015© 2015, WhichTestWon. All rights reserved.
Robeco LIFE funnel (simplified)
Goal: increase CR to confirmation page with 10%
Old Copy New Copy
-17,6% (98%)
+18% (89%)
+37% (90%)
Productpage
Checkout Form start
Confirmation page
Checkout Form end
Goal: increase CR to confirmation page with 10%
Old Copy New CopyProductpage
Checkout Form start
Confirmation page
Checkout Form end
#TLE2015© 2015, WhichTestWon. All rights reserved.
What ‘s happening here?
#TLE2015© 2015, WhichTestWon. All rights reserved.
Analysis
70% of the entrants in the test eventually became Robeco ONE client – Not LIFE
Productpage
Checkout Form start
Confirmation page
Checkout Form end
Old Copy New CopyLIFE
Productpage
LIFEConfirmation
page
ONEProduct
page
ONEConfirmation
page
#TLE2015© 2015, WhichTestWon. All rights reserved.
Analysis
Entrants that saw the new copy and became ONE client saw an increase of in 45 % CR compared to the segment that saw the old copy
Productpage
Checkout Form start
Checkout Form end
Old Copy New CopyLIFE
Productpage
ONEProduct
page
ONEConfirmation
page
Old Copy New Copy
+45% (88%)
#TLE2015© 2015, WhichTestWon. All rights reserved.
What we see here is the Decoy effect
Explanation
#TLE2015© 2015, WhichTestWon. All rights reserved.
The decoy effect explained by Dan Arielly
#TLE2015© 2015, WhichTestWon. All rights reserved.
Adding LIFE is adding the inferior option, that makes Robeco ONE superior, also compared to not investing option
Click icon to add image
Attr
ibut
e 1
Attribute 2
NI (Not Invest)
I (Invest in ONE)
I-(Invest in LIFE)
#TLE2015© 2015, WhichTestWon. All rights reserved.
This principle is common as….
#TLE2015© 2015, WhichTestWon. All rights reserved.
Real life Test: When Maurice visited Berlin last time did he...
Run the 42# berlin marathon
Get a private concert from TV cook Kolja Kleeberg
#TLE2015© 2015, WhichTestWon. All rights reserved.
Thank You!
RobecoEmail: [email protected]: MautjeLinkedIn Maurice Pordon
Maurice PordonE-Commerce manager
#TLE2015© 2015, WhichTestWon. All rights reserved.
Extra sheet with analytics (as bonus)
Segments Conversion from Robeco ONE Choicepage
Conversion in Check out
ONE Clients who ONLY looked at ONE 16,3% 27,5%
ONE Clients who looked at ONE AND LIFE 19,5% 28,5%
Total 16,7% 27,7%