web psychology principles for you to a/b tests

All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

PSYCH PRINCIPLES FOR YOU TO A/B TEST


FIRST… AN INTRODUCTION


THE WEB PSYCHOLOGIST

NATHALIE NAHAI

@TheWebPsych

The Web Psychologist.com

Institute Of Web Psychology.com

THE WEB PSYCHOLOGIST LTD. 3



WHO I’VE WORKED WITH


WEB PSYCHOLOGY

[ ] I coined the term ‘Web Psychology’

in 2011 and defined it as…



The empirical study of how online environments influence our attitudes and behaviours

“ ” THE WEB PSYCHOLOGIST LTD. 7

WEB PSYCHOLOGY


HOW IT HELPS YOU

[ ] Web Psychology is a psychological toolkit that will help you design more persuasive

websites, apps, and user experiences



WEB PSYCHOLOGY

HCI

neuro- aesthetics

user experience

social psychology

cognitive psychology

neuroscience

cross-cultural psychology

behavioural economics

persuasive technology

personality psychology

digital humanities

marketing THE WEB PSYCHOLOGIST LTD. 9


UNIVERSAL CULTURAL INDIVIDUAL

10 THE WEB PSYCHOLOGIST LTD.

IT’S ABOUT CONTEXT


3 SECRETS TO ONLINE SUCCESS



1  KNOW WHO YOU’RE TARGETING




2  COMMUNICATE PERSUASIVELY




2  COMMUNICATE PERSUASIVELY

3  SELL WITH INTEGRITY



We help businesses apply scientific rigour to their website design and content marketing, to

increase sales and customer engagement


HOW WE HELP

[ ]


Previous work includes: •  Training Fortune 100 FMCG company to apply web psychology in e-commerce •  Optimisation of eCommerce website for large retailer •  Advising on design and adoption strategy of new intranet for Fortune 500

company •  Psychometric segmentation and strategy for a major gambling site •  Training eBay’s Geo Expansion Marketing team in culturability

(culture-specific usability and user behaviours)


PREVIOUS WORK


CASE STUDY PSYCH PRINCIPLES


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www.learningpeople.co.uk

THE WEB PSYCHOLOGIST LTD.

E-learning site that delivers high quality, effective IT and project management courses

LEARNING PEOPLE


Challenges 1  Some e-learning companies rip people off 2  They needed to position themselves differently

Goals 1  Website must represent their ethical beliefs / practices 2  Aim to attract more clients and increase conversions


LEARNING PEOPLE


ORIGINAL WEBSITE


23


24

EYEQUANT

•  Neuroscientific attention optimisation tool

•  Based on over 500 live eye-tracking trials

•  Brainchild of three of the world’s leading attention researchers: •  Prof. Christof Koch, PhD – California Institute of Technology •  Prof. Dr. Peter König – University of Southern California •  Prof. Laurent Itti, PhD – University of Osnabrück, Germany


PERCEPTUAL PATH

ATTENTION HOTSPOTS



OPTIMISED WEBSITE


27


PERCEPTUAL PATH

ATTENTION HOTSPOTS



WHAT DID THEY CHANGE?


30 LESSON 1 YOUR WEBSITE #WEBPSYCH

1



PSYCH PRINCIPLES TO TEST

1  Reduce visual interference – white space, less clutter, fewer visual distractions

1



2



LEARNING PEOPLE

1  Reduce visual interference – white space, less clutter, fewer visual distractions 2  Direct attention to logo – emphasises trust cue, increases credibility

2



3



LEARNING PEOPLE

1  Reduce visual interference – white space, less clutter, fewer visual distractions 2  Direct attention to logo – emphasises trust cue, increases credibility 3  Eye-gaze / pointing – directs attention to CTA

3



4



LEARNING PEOPLE

1  Reduce visual interference – white space, less clutter, fewer visual distractions 2  Direct attention to logo – emphasises trust cue, increases credibility 3  Eye-gaze / pointing – directs attention to CTA 4  Persuasive language – ‘FREE’ highlighted in saturated, contrasting colour

4



5



LEARNING PEOPLE

1  Reduce visual interference – white space, less clutter, fewer visual distractions 2  Direct attention to logo – emphasises trust cue, increases credibility 3  Eye-gaze / pointing – directs attention to CTA 4  Persuasive language – ‘FREE’ highlighted in saturated, contrasting colour 5  Button – big, arousing colour, direct instruction, ‘FREE’ repeated here too

5



6



LEARNING PEOPLE

1  Reduce visual interference – white space, less clutter, fewer visual distractions 2  Direct attention to logo – emphasises trust cue, increases credibility 3  Eye-gaze / pointing – directs attention to CTA 4  Persuasive language – ‘FREE’ highlighted in saturated, contrasting colour 5  Button – big, arousing colour, direct instruction, ‘FREE’ repeated here too 6  Authority – greyed-out logos (UK-specific)

6



7



LEARNING PEOPLE

1  Reduce visual interference – white space, less clutter, fewer visual distractions 2  Direct attention to logo – emphasises trust cue, increases credibility 3  Eye-gaze / pointing – directs attention to CTA 4  Persuasive language – ‘FREE’ highlighted in saturated, contrasting colour 5  Button – big, arousing colour, direct instruction, ‘FREE’ repeated here too 6  Authority – greyed-out logos (UK-specific) 7  Permissive language – ‘It’s as easy as’…

7



8



LEARNING PEOPLE

1  Reduce visual interference – white space, less clutter, fewer visual distractions 2  Direct attention to logo – emphasises trust cue, increases credibility 3  Eye-gaze / pointing – directs attention to CTA 4  Persuasive language – ‘FREE’ highlighted in saturated, contrasting colour 5  Button – big, arousing colour, direct instruction, ‘FREE’ repeated here too 6  Authority – greyed-out logos (UK-specific) 7  Permissive language – ‘It’s as easy as’… 8  Initiate behaviour chain – sequence of steps, progress, reduces ambiguity

8



9



LEARNING PEOPLE

1  Reduce visual interference – white space, less clutter, fewer visual distractions 2  Direct attention to logo – emphasises trust cue, increases credibility 3  Eye-gaze / pointing – directs attention to CTA 4  Persuasive language – ‘FREE’ highlighted in saturated, contrasting colour 5  Button – big, arousing colour, direct instruction, ‘FREE’ repeated here too 6  Authority – greyed-out logos (UK-specific) 7  Permissive language – ‘It’s as easy as’… 8  Initiate behaviour chain – sequence of steps, progress, reduces ambiguity 9  Repeat CTA – make it easy for customers to buy

9


THE RESULT?


BEFORE


5.25% CONVERSION


BEFORE

AFTER


5.25% CONVERSION

19.23% CONVERSION


BEFORE

AFTER

366%

CONVERSION

BOOST


5.25% CONVERSION

19.23% CONVERSION


9 THINGS TO TEST



GO RUN SOME TESTS!

1  Reduce visual interference 2  Direct attention to logo 3  Eye-gaze / pointing 4  Persuasive language (free, upgrade, trial) 5  Button (copy, colour, size) 6  Authority (logos, awards) 7  Permissive language (simply… it’s as easy as… only…) 8  Initiate behaviour chain 9  Repeat CTA


THANK YOU!


CONSULTANCY Website: thewebpsychologist.com Email: [email protected] Twitter: @thewebpsych

SPEAKING Email: [email protected]


CONTACT


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web psychology principles for you to a/b tests

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