bri williams - be and digital design
TRANSCRIPT
BE and Digital Design
30 July 2014
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@peoplepatterns #MSiX
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Wasting money, time and effort feeding traffic to the site. We are leaking money.
The result of the gap
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We need to
optimise for
behaviour, not just search engines
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ü Designed around behavioural patterns
ü Persuades the visitor to take desired
action
ü Capitalises on every moment of truth
ü Increases conversion
ü Increases repeat business
Behaviourally Effective Website
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The 5 Essentials
1. Establishing Confidence
2. Communicating Value
4. Asking for Action
3. Creating a Pathway
5. Effort vs Reward
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The 5 Essentials
1. Establishing Confidence
2. Communicating Value
4. Asking for Action
3. Creating a Pathway
5. Effort vs Reward
1. Establishing Confidence
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If your visitor is not confident, they will simply not proceed
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0 secs 9.58 secs
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0 secs 9.58 secs 7 secs
LandofBrand.com Marketing Experiments MECLAB
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Anxiety Loss Aversion
kills conversion
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Me (the visitor)
You (the business)
You must establish confidence in…
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“I’m exactly where I
expected to be”
“I can do this”
Confidence in Me
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Don’t do this…
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Confidence in Me ✗ No direct link ✗ Am I in the right
place?
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Confidence in Me ✗ No direct link
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Do this…
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Confidence in Me ü Direct link ü Consistent language
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Do this…
ü Clear and visible business name ü Match language to ad
ü Image that adds meaning to positioning ü Landing Pages
Confidence in Me
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“You look like a credible business”
Confidence in You
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Don’t do this…
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Confidence in You ✗ Tired
✗ Unclear name ✗ Cheap image
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Confidence in You
✗ Who are you? ✗ No quality markers
(eg testimonials, guarantees)
✗ “Stock photo” image
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Do this…
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Confidence in You
Social Proof
ü Industry credibility
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Confidence in You
ü Awards
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Confidence in You
ü Social proof ü Live usage
ü Stats ü Service guarantees
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Do this…
ü “Years established” ü Industry accreditations
ü Guarantees ü Testimonials
Confidence in You
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Establishing Confidence
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The 5 Essentials
1. Establishing Confidence
2. Communicating Value
4. Asking for Action
3. Creating a Pathway
5. Effort vs Reward
2. Communicating Value
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How can you solve my problem?
I want your website to bring
me closer to solving my problem
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Communicating Value
ü Simple explanation
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Don’t do this…
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Communicating Value ✗ It’s not about you,
it’s about their problem
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Communicating Value
✗ Generic image ✗ WIIFM below fold
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Communicating Value
✗ Absent Value Prop
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Communicating Value
✗ Absent Value Prop ✗ “Our” not from customer perspective
Communicating Value ✗ Doesn’t walk the
talk
System 2 critic
Communicating Value ✗ About you not
customer ✗ Poor readability
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Do this…
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Communicating Value
ü Clear resolution
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Communicating Value
ü Clear statement
ü Clear statement
Communicating Value
ü Clear proposition
Communicating Value
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Do this…
ü Encapsulate your customer’s problem
ü Explain how you solve it
ü Differentiate yourself
Communicating Value
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Communicating Value
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Communicating Value
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The 5 Essentials
1. Establishing Confidence
2. Communicating Value
4. Asking for Action
3. Creating a Pathway
5. Effort vs Reward
3. Creating a Pathway
All Rights Reserved People Patterns Pty Ltd 54
Where is this leading?
• For your visitor • For you
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Creating a Pathway
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Creating a Pathway ✗ Too much, too soon
Paradox of
Choice
Creating a Pathway
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Don’t do this…
✗ Too soon
Creating a Pathway
✗ So where do I start?
Creating a Pathway
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Creating a Pathway ✗ Most important thing
for me to do?
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Creating a Pathway ✗ All about you not the
customer
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Creating a Pathway
✗ Social media distraction ✗ a, b, c, d unclickable
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Creating a Pathway
✗ Blocks rather than entices
Scarcity
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Creating a Pathway
✗ Missed opportunity to take them somewhere
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Do this…
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Creating a Pathway
ü Prioritises getting to know each other
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Creating a Pathway
ü Helps site user get started
Paradox of
Choice
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Creating a Pathway
ü Assures user they are on the right path
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Do this…
ü Listen first
ü Give to get
ü Prioritise
Creating a Pathway
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The 5 Essentials
1. Establishing Confidence
2. Communicating Value
4. Asking for Action
3. Creating a Pathway
5. Effort vs Reward
4. Asking for Action
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Moments of truth: Asking your visitor to do something
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Please reply yes
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Don’t do this…
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Asking for Action
• Absent CTA!• Unclear CTA!• Too many CTA!
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Asking for Action
✗ Now what should I do?
• Absent CTA!• Unclear CTA!• Too many CTA!
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Asking for Action
✗ Now what?
• Absent CTA!• Unclear CTA!• Too many CTA!
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Asking for Action
✗ How do I add to cart?
• Absent CTA!• Unclear CTA!• Too many CTA!
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✗ What is it and where does it take me?
Asking for Action
Loss Aversion
• Absent CTA!• Unclear CTA!• Too many CTA!
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Asking for Action
✗ What does it mean? ✗ Unclickable
Ambiguity
• Absent CTA!• Unclear CTA!• Too many CTA!
✗ Undifferentiated CTA button colours
Asking for Action
• Absent CTA!• Unclear CTA!• Too many CTA!
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✗ Alphanumeric & Social Media add unnecessary
decisions
Asking for Action
• Absent CTA!• Unclear CTA!• Too many CTA!
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Do this…
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ü Clear outcome
Asking for Action
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ü Clear outcome ü Instant gratification
Asking for Action
Short term bias
ü Reinforces WIIFM ü Clear CTA
ü Uses Loss Aversion
✗ Why so many exclamation points?!
Asking for Action
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ü Clear outcome Asking for Action
Loss Aversion
Social proof
Default bias
Short term bias
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Do this…
ü Reduce anxiety (social proof, icons)
ü Explain what happens when
ü Give them a payoff
Asking for Action
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Asking for Action
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The 5 Essentials
1. Establishing Confidence
2. Communicating Value
4. Asking for Action
3. Creating a Pathway
5. Effort vs Reward
5. Effort vs Reward Equation
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If effort > reward your visitor will not
proceed
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Don’t do this…
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Effort vs Reward ✗ Readability of
white on black ✗ Number of fields
required
Depletion
effect
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Effort vs Reward
✗ Readability of light font, too much text
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Effort vs Reward ✗ Sliders
Huh???
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Effort vs Reward
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Do this…
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ü Low effort to get started
Effort vs Reward
Effort vs Reward
ü Instant gratification
Effort vs Reward ü Reduce perceived effort
ü Choice architecture
System 1
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Effort vs Reward
ü Sometimes you want to create effort
System 2
ü Pique self-interest
Effort vs Reward
Uniqueness
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Do this…
ü Reinforce/acknowledge actions
ü Reiterate payoff (WIIFM)
ü Immediate payoff
Effort vs Reward
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Effort vs Reward
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Effort vs Reward
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Effort vs Reward
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The 5 Essentials
1. Establishing Confidence
2. Communicating Value
4. Asking for Action
3. Creating a Pathway
5. Effort vs Reward
In Me, In You Solve my problem
Leads to? Absent, Unclear, Too Many
R > E = behaviour
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“5 Essentials for an Effective Website”
More info www.peoplepatterns.com.au
Free guide
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Top 3 takeaways
1. Anxiety kills conversion
2. Micro moments matter
3. Era of Behavioural Optimisation
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Get in touch
Bri Williams
0408 392 173
@peoplepatterns
www.peoplepatterns.com.au