ton wesseling which test won london 2014 keynote #tle2014 a/b-testing

London

Ton Wesseling Online Dialogue

Chief Optimization Officer

#TLE2014 The Live Event @TonW

Learn how to win 10+ WhichTestWon A/B-‐Test Awards

N o w w i t h f r e e c o n t e n t i n s i d e :

ü  2 5 c o n v e r s i o n c a s e s !

O N L I N E D I A L O G U E G u i d i n g y o u t o d i g i t a l m a t u r i t y

3 years in a row N u m b e r 1 a g e n c y i n t h e N e t h e r l a n d s

i n o u r fi e l d o f p r a c t i c e ( a n a l y t i c s & c o n v e r s i o n )

#TLE2014 The Live Event @TonW ©2014, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.

Univé: top 3 car insurance in the Netherlands

Start cases

“Foot in the door” Get your visitors to interact asap

+23% sales


Van der Valk Hotels (large Dutch hotel chain)

Start cases

“Chunking” Divide content in diminishing chunks of 3 or 5 pieces of information

+14% sales


Online Dialogue: Conversion Summit landingpage

Start cases

+29% interactions

Data Driven

Data Driven

Data Driven

Data Driven

Data Driven

Data Driven

Data Driven Data Driven

Data Driven

Data Driven

Data Driven

Data Driven

Data Driven Data Driven

Data Driven

Data Driven

Data Driven

Data Driven

Data Driven @ To n W

Data Driven

Persuasion Psychologist

@ B a r t S








Persuasion Psychologist Persuasion Psychologist





Data Driven Persuasion Psychology

= C R O M a g i c

+


Kras.nl (TUI): homepage effect on sales

Award cases

“Ambiguity Aversion” Make it crystal clear what your customer will get

+20% sales


fonQ.nl: Ecommerce – site search sales improvement

Award cases

“Carrot & Stick” Keep showing customers what they’re buying through the whole process

+49% sales


Freo.nl: liN in loan applicaOons

Award cases

“Sequencing” CRO is a reciprocal dialogue: Take the concepts that are active in your customers brain as your starting point

+19% applications

W h y i s t h i s w o r k i n g ?

W W W = Wo r l d W i d e Wa l h a l l a "f o r

A n a l y t i c s & B r a i n Te s t i n g

b r a i n s … B e c a u s e : y o u a re c o n v e r t i n g

W h a t i n fl u e n c e s t h a t b r a i n ?

b r a i n s … Yo u a re c o n v e r t i n g

D a t a D r i v e n P e r s u a s i o n P s y c h o l o g y

C re a t i n g c o n v e r s i o n b o o s t i n g & w i n n i n g A / B t e s t p l a n s =


This is the method we use

Fact & Act

&

Tell Combine Analyze

Test Create Analyze Filter


Let’s start: Filter & Analyze

Fact & Act

&




Freo.nl: more liN in loan applicaOons

Filter & Analyze

“The paradox of Choice” Offer a minimum of 2 and a maximum of 5 choices

+14% applications


MoneYou.nl: upliN in new saving accounts

Filter & Analyze

“In Gaze Placement” Put your most persuasive content in your customers’ gaze

+23% accounts


Freo.nl: survey to understand visitor needs

Filter & Analyze

“Foot between the lips” Directly get a forced click

Significant more applications Survey inv i ta t ion vs . no survey inv i ta t ion

winner


And now: Create & Test

Fact & Act

&




Autonomy: Van der Valk conversion liN

Create & Test

Autonomy: “Let your customer think he’s free in his choices”

+25% sales


But.. : VakanOeveilingen.nl (aucOon website)

Create & Test

Urgency: “When we’re in a hurry, we love to be guided”

Significant more submits, but..

Less registrations


Direct Priming: our newsleYer headline test

Create & Test

Direct Priming: “RepePPon leads to quicker reacPons”

(Title first article)

(Title last article)

+42% clicks Outgoing clicks from within the newsletter by

members who opened the newsletter


Choice Paradox: MoneYou Call-‐to-‐AcOon test

Create & Test

Choice Paradox: “We love a few, but not to many opPons”

+16% accounts + 2 5 4 % c l i c k s ( o n C TA a r e a )


Response efficacy: Kras.nl travel booking form

Create & Test

Response efficacy: “We’re more likely to act when we believe it will actually have the desired effect”

+18% sales


Ambiguity aversion: Freo.nl applicaOon form

Create & Test

Ambiguity Aversion: “We prefer opPons that are certain”

+10% applications


Visuel cue: Hotel Schiphol –scroll promoOon

Create & Test

Visual Cueing: “Our aTenPon is very easily influenced”

-23% bouncerate + significant sales


Framing: MoneYou email & landingpage test

Create & Test

Equivalence Framing: “The way things are stated or portrayed, highly influences our choices”

Significant more account opens


Conceptual Contrast: job posOng offers

Create & Test

Ugly Brother: “The way things are stated or portrayed, highly influences our choices”

Almost everyone chooses the maximum package


Test done? Analyze!

Fact & Act

&




Kras.nl: from most sold to a last minute list

Analyze

+58% conversions B u t n o s i g n i fi c a n t t u r n o v e r d i f f e r e n c e


Banking: what is your interest rate posiOon?

Analyze

PosiOon targeOng: “We like basing comparisons on just a few aTributes”

Winner when

number 1

Winner when not number 1


Product pages: CTA color?

Analyze

Goal-‐directed behavior “We need other persuasion techniques when we’re ‘geXng things done’ than when we (want to) relax

Monday winner Saturday winner


Kras.nl: new & returning visitor differences

Analyze

Returning visitor winner

New visitor winner


Essent Belgium: landingpage test

Analyze

Returning visitor winner

New visitor winner


MoneYou landing page redesign

Analyze

+27% applications B u t … ( s e e n e x t s l i d e )


Let’s dive in the MoneYou A/B-‐test data

Analyze

Cum. Conversion % per day" Difference in cum. Conversion %"Conversion difference

stabelizes"

Conversion difference stabelizes"

Why is the conversion percentage so high on

these 2 days?"

Why is the difference between A and B at first

negative and than positive?"

Hmm, euroclix.nl


Affiliate partner delivering external moOvaOon

Analyze

Free money if you file an application


MoneYou.nl without visitor funding affiliates

Analyze

Cum. Conversion % per day" Difference in cum. Conversion %"

Very stable differences"

(with conversions)"

Much shorter, difference in first days is caused by returning

visitors (which we filtered out after this analysis)"

+100% applications!


Combine & Tell

Fact & Act

&




Combine & Tell

!"#$%&'("#)*+,-(./,"#) !"#$%&'(%)%"#*+'

CRO becomes Customer Intelligence


Telegraaf.nl: biggest Dutch newspaper first cookie concept: almost 100% opt-‐in

Combine & Tell

Defaults: “We tend to like what is chosen for us”


Telegraaf.nl: biggest Dutch newspaper first cookie concept: almost 100% opt-‐in

Combine & Tell

Reinforcements: “We want to hear we’re doing good”


Based on customer intelligence: we loved to be challenged

Combine & Tell

We won J


We help and / or educate Kras.nl: They won!

Combine & Tell


We teach: Master of online Persuasion

Combine & Tell


Ever growing our customer knowledge

3 years of being a partner

ü  MoneYou groei over jaren heen


Just do it

Digital Data Persuasion Psychology

How to create winning A/B test plans?

F a c t & A c t

London

Ton Wesseling Online Dialogue [email protected] +3130 4100 170


Contact info

one more th ing…

…we’ve loca ted ove r 200 pe rsuas ion techn iques…

w w w. W h e e l o f P e r s u a s i o n . c o m

w w w. W h e e l o f P e r s u a s i o n . c o m

T h e W h e e l o f P e r s u a s i o n

Temporary Access Code: “Boston” (valid until Tuesday / June 3th )


ton wesseling which test won london 2014 keynote #tle2014 a/b-testing

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