#CRODay - User Identification and Psychology: the New Way to Convert in 2015

Conversion Garden

User Identification and

Psychology The New Way to Convert in 2015

Conversion Garden

Xavier

Colomés Natzir

Turrado

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Conversion Garden What is User Identification?

From a Browser To an individual

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http://janrain.com/resources/white-papers/marketings-new-imperative/

Marketing isn’t changing…

…it has already changed.

User today expect targeted, consistent, seemingness experience. They

don’t want to adapt their experience to a device, they expect the device to

adapt to them.

90% 83% 77%

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https://www.flickr.com/photos/altimetergroup/14216439537/in/photostream/

Benefits of User Identification

Customer centered Analytics

Multi device tracking

Better A/B testing

Increase CR

Analysis

Testing Channels

Engaging


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We know:

• What she is browsing

• The device specs

• The origin of the session

• How long she stayed

• Events and goals

• What she did

http://pas-wordpress-media.s3.amazonaws.com/wp-content/uploads/2013/10/Girl-on-smartphone-in-front-of-clothing-store-1024x682.jpg


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• Jennifer Long, 28, Manchester

• Only buys with Coupon

Codes

• Downloads and uses the iPhone app

• She is member or our couponing platform

• She loves accessories

• Who she is


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https://www.flickr.com/photos/altimetergroup/14281921648/

Benefit 1: Customer centered Analytics


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Benefit 2: Multi device tracking


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http://content.monetate.com/h/i/12311892-how-do-social-login-sharing-affect-ecommerce

By directly reducing the Cart Abandonment and having continuation in the

web experience

Benefit 3: Increase Conversion Rates


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Benefit 4: Better testing

A

B

A

B

A

B


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Login is just the 1st step

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How to get them to login

and register?

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Can you Identify yourself,

please?

https://www.intellihub.com/wp-content/uploads/2014/08/281013check.jpg

How to do it

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Can you Identify yourself,

please?

http://www.vosizneias.com/wp-content/uploads/2014/11/Smartphone-Hotel-Chec_sham-1.jpg

How to do it: Real value

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• Why we are doing it? What is the plan? Login for what?

• Why our user would like to do it? What is the value for the user?

2XWHY

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http://bcove.me/thowh43r

Be transparent about it



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There a whole ocean of possibilities

one click away. Just one click.

But boy, it’s not easy

www.Kschool.com

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PSYCHOLOGY & DESIGN FOR BEHAVIOR CHANGE

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B = m + a + t

behavior

motivation ability trigger

BJ Fogg Behavior Model: http://goo.gl/p3QZa6

BJ Fogg Behavior Model

http://goo.gl/p3QZa6


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Triggers fail here

High

Motivation M

oti

vati

on

Ability

Low

Motivation

Easy to Do

Triggers succed here

Hard to Do





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High

Motivation M

oti

vati

on

Ability

Low

Motivation

Easy to Do Hard to Do





www.Kschool.com

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MOTIVATION

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The mindlessness of ostensibly thoughtful action: http://goo.gl/KtKh75

Excuse me, I have five pages.

May I use the Xerox

machine?


May I use the Xerox machine,

because I have to make

copies?


May I use the Xerox machine,

because I’m in a rush?

Xerox machine experiment

http://goo.gl/KtKh75


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60%

93% 94% with 5 pages

NO REASON NON SENSE REASON LOGICAL REASON


Any reason is better than no reason



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24% 24%

42%

with 20 pages

NO REASON NON SENSE REASON LOGICAL REASON


But a GOOD reason is required



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BOOKING

Booking gives us 3 reasons (M)

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IMDB

IMDB: Reasons are the Wishlist & Perso

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CNN

CNN: “Be part of” & “Sharing” / Belonging

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Embedded Persuasive Strategies to Obtain Visitors’ Data: http://goo.gl/MurIup

+20 %

#14

Reciprocity is better than a reward

http://goo.gl/MurIup

http://goo.gl/MurIup

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MARKETING WEEK

Giving the reward late

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ELMUNDO.ES

Giving the reward first = Reciprocity

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BETABRAND

#14

Use of behavioral economics: decoy

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#14

Value of Personalization

Today’s Shopper Preferences: Channels, Social Media, Privacy, and the Personalized Experience: http://goo.gl/wjHCXF

http://goo.gl/xlfGpw


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#14


Web personalization as a persuasion strategy, an ELM perspective: http://goo.gl/xlfGpw




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#14 Advances in Affective and Pleasurable Design: http://goo.gl/JLyhM6




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ANIMALEAR

Personalization + Lead nurturing example

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ZAPPOS

Continued Cross Device Experience

www.Kschool.com

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ABILITY

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Web Stress: http://goo.gl/vRJJGl

Give personal data is stressing

http://goo.gl/vRJJGl


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Web Stress: http://goo.gl/vRJJGl

Speed matters



Conversion Garden How to increase ability

• Auto-focusing the first text field

• The password only once

• Allowing to unmask their password

• Auto-fill

• Log in in the same page

• Or just… social login

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BETABRAND

On Page lean login example

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THE NEW ZEALAND HERALD

New Zeland Herald: good example

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CHANNEL 4

Almost there

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Anonymous Login: http://goo.gl/PrDfrB

Anonymous Login with Facebook

http://goo.gl/PrDfrB



Conversion Garden Some tips on Social Login

• Make clear if you are storing any

data from the social network.

• Make clear if you will access their

profile data at all.

• Never publish on users timeline

without consent.

• Test the # of social logins

www.Kschool.com

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TRIGGER

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Cognitive Science and Design: http://goo.gl/9adHcj

Peripheral view is faster than front

http://goo.gl/9adHcj

http://goo.gl/9adHcj

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GMAIL

Gmail uses it

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WIKIPEDIA

Wikipedia is testing it

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ANALISTASEO.ES

Icegram

Conversion Garden Bells are an standard now

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BOOKING

Booking tests Bells vs Messages

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7 tips grow your emails: http://goo.gl/EnQsLn

Timing is important: Test it

http://goo.gl/EnQsLn

http://goo.gl/EnQsLn

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WOLFANDBADGER

Great example but timing can be improved

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ZALANDO

Zalando: Too pushy

www.Kschool.com

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RECAP

1. A REASON

2. AN EASY WAY TO REGISTER 3. A TRIGGER (FORMAT & TIMING)

AND A LOT OF TESTING ;)

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@Xavier_Colomes

@natzir9

Thanks for celebrating

#CRODay with us

Questions?

#CRODay - User Identification and Psychology: the New Way to Convert in 2015

Marketing

Transcript of #CRODay - User Identification and Psychology: the New Way to Convert in 2015