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NIMA Expert Class: beinvloeding in marketing
Transcript of NIMA Expert Class: beinvloeding in marketing
you can find me as:
Who am I?
Guido Jansen / gxjansen
Online conversion goals
Time on site
Feedback forms (user initiated)
+ Ask about emotions, thought and goals
- dependent of user cooperation
- socially desirable answers
- people actually know very little about their own behavior
Every site is different
Every visitor is different
not too many variables
Measure items and people that cán convert
(e.g. exclude the IP-address of your office)
There are no laws, only guidelines/ best practices
What to test?
What is needed?
Know your own website/ visitors/ product
Start with quick-wins / easy implementation
Evolution, not revolution
Conversion goes up!
The Gutenberg rule
Unconscious/ subliminal suggestions
RSS Feed subscription
Follow on social networks
Submitting a (contact) form
Targeting a specific group
Show your number
(But don't use a crappy stock photo like this one...)
Show your services
What do other customers do?
Measure all behavior
independent of user cooperation
emotions/ thoughts/ goals unknown
The power of 'because'
May I use the Xerox machine?
May I use the Xerox machine because I'm in a rush?
May I use the Xerox machine because I have to make some copies?
Perceptual Contrast / Framing
94% - 60% - 93%
Anchoring and adjustment heuristic
Use the senses
More sensory input = more dopamine release
47% more conversions
67% more turnover per sale
(cc) image by anemoneprojectors on Flickr
Web & Print subscription
Dynamic websites tuned to specific audiences
Everyone gets a different sales pitch
One More Thing:
Ecommerce in 2016
behavioral targetting / persuasive profiling
"Trying every trick in the book"
Large individual differences
(...but people show consistent behavior)
Commitment & Consistency
Be aware of data restrictions
Online optimization process
Psychologie & E-commerce Examples