Conversion Garden
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%
Conversion Garden
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
Conversion Garden
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
Benefits of User Identification
Conversion Garden
• 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
Benefits of User Identification
Conversion Garden
https://www.flickr.com/photos/altimetergroup/14281921648/
Benefit 1: Customer centered Analytics
Benefits of User Identification
Conversion Garden
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
Benefits of User Identification
Conversion Garden
https://www.flickr.com/photos/altimetergroup/14423050033/in/photostream/
Login is just the 1st step
Conversion Garden
Can you Identify yourself,
please?
https://www.intellihub.com/wp-content/uploads/2014/08/281013check.jpg
How to do it
Conversion Garden
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
Conversion Garden
• 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
Conversion Garden
http://bcove.me/thowh43r
Be transparent about it
Conversion Garden
There a whole ocean of possibilities
one click away. Just one click.
But boy, it’s not easy
Conversion Garden
B = m + a + t
behavior
motivation ability trigger
BJ Fogg Behavior Model: http://goo.gl/p3QZa6
BJ Fogg Behavior Model
Conversion Garden
Triggers fail here
High
Motivation M
oti
vati
on
Ability
Low
Motivation
Easy to Do
Triggers succed here
Hard to Do
BJ Fogg Behavior Model: http://goo.gl/p3QZa6
BJ Fogg Behavior Model
Conversion Garden
High
Motivation M
oti
vati
on
Ability
Low
Motivation
Easy to Do Hard to Do
BJ Fogg Behavior Model: http://goo.gl/p3QZa6
BJ Fogg Behavior Model
Conversion Garden
The mindlessness of ostensibly thoughtful action: http://goo.gl/KtKh75
Excuse me, I have five pages.
May I use the Xerox
machine?
Excuse me, I have five pages.
May I use the Xerox machine,
because I have to make
copies?
Excuse me, I have five pages.
May I use the Xerox machine,
because I’m in a rush?
Xerox machine experiment
Conversion Garden
60%
93% 94% with 5 pages
NO REASON NON SENSE REASON LOGICAL REASON
The mindlessness of ostensibly thoughtful action: http://goo.gl/KtKh75
Any reason is better than no reason
Conversion Garden
24% 24%
42%
with 20 pages
NO REASON NON SENSE REASON LOGICAL REASON
The mindlessness of ostensibly thoughtful action: http://goo.gl/KtKh75
But a GOOD reason is required
Conversion Garden
Embedded Persuasive Strategies to Obtain Visitors’ Data: http://goo.gl/MurIup
+20 %
#14
Reciprocity is better than a reward
Conversion Garden
#14
Value of Personalization
Today’s Shopper Preferences: Channels, Social Media, Privacy, and the Personalized Experience: http://goo.gl/wjHCXF
Conversion Garden
#14
Value of Personalization
Web personalization as a persuasion strategy, an ELM perspective: http://goo.gl/xlfGpw
Conversion Garden
#14 Advances in Affective and Pleasurable Design: http://goo.gl/JLyhM6
Value of Personalization
Conversion Garden
Web Stress: http://goo.gl/vRJJGl
Give personal data is stressing
Conversion Garden
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
Conversion Garden
Anonymous Login: http://goo.gl/PrDfrB
Anonymous Login with Facebook
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
Conversion Garden
Cognitive Science and Design: http://goo.gl/9adHcj
Peripheral view is faster than front
Conversion Garden
7 tips grow your emails: http://goo.gl/EnQsLn
Timing is important: Test it
www.Kschool.com
Conversion Garden
RECAP
1. A REASON
2. AN EASY WAY TO REGISTER 3. A TRIGGER (FORMAT & TIMING)
AND A LOT OF TESTING ;)
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