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

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Personalisation. User Activation. Recommendation. Multi device tracking. What do they all have in common? Users need to Identify themselves.

When our users register and login in our websites, we can increase conversions by using powerful techniques based on our users preference, experience or behaviour.

Converting anonymous sessions into registered users (user Registration & Login) has never been a priority of web teams. It's time to change this and increase conversions in a brand new way. The 2015 way.

In this talk Xavier and Natzir, two skilled and veteran CRO's, will discuss this topic and give you tips to increase the login rate on your website. This will allow you to increase your conversion rates by personalising your user's experience.

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

  1. 1. Conversion Garden User Identification and Psychology The New Way to Convert in 2015
  2. 2. Conversion Garden Xavier Colomés Natzir Turrado Conversion Garden
  3. 3. Conversion Garden What is User Identification? From a Browser To an individual
  4. 4. 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%
  5. 5. Conversion GardenUntargeted advertising
  6. 6. Conversion Garden https://www.flickr.com/photos/altimetergroup/14216439537/in/photostrea m/ Benefits of User Identification Customer centered Analytics Multi device tracking Better A/B testing Increase CR Analysis Testing Channels Engaging
  7. 7. 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
  8. 8. 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
  9. 9. Conversion Garden https://www.flickr.com/photos/altimetergroup/14281921648/ Benefit 1: Customer centered Analytics Benefits of User Identification
  10. 10. Conversion Garden Benefit 2: Multi device tracking Benefits of User Identification
  11. 11. 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
  12. 12. Conversion Garden Benefit 4: Better testing A B A B A B Benefits of User Identification
  13. 13. Conversion Garden https://www.flickr.com/photos/altimetergroup/14423050033/in/photostr eam/ Login is just the 1st step
  14. 14. Conversion Garden How to get them to login and register?
  15. 15. Conversion Garden Can you Identify yourself, please? https://www.intellihub.com/wp-content/uploads/2014/08/281013check.jpg How to do it
  16. 16. 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
  17. 17. 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
  18. 18. Conversion Garden http://bcove.me/thowh43r Be transparent about it
  19. 19. Conversion Garden There a whole ocean of possibilities one click away. Just one click. But boy, it’s not easy
  20. 20. www.Kschool.com Conversion Garden PSYCHOLOGY & DESIGN FOR BEHAVIOR CHANGE
  21. 21. Conversion Garden B = m + a + t behavior motivation ability trigger BJ Fogg Behavior Model: http://goo.gl/p3QZa6 BJ Fogg Behavior Model
  22. 22. Conversion Garden Triggers fail here High Motivation Motivation Ability Low Motivation Easy to Do Triggers succed here Hard to Do BJ Fogg Behavior Model: http://goo.gl/p3QZa6 BJ Fogg Behavior Model
  23. 23. Conversion Garden High Motivation Motivation Ability Low Motivation Easy to DoHard to Do BJ Fogg Behavior Model: http://goo.gl/p3QZa6 BJ Fogg Behavior Model
  24. 24. www.Kschool.com Conversion Garden MOTIVATION
  25. 25. 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
  26. 26. 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
  27. 27. 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
  28. 28. Conversion Garden BOOKING Booking gives us 3 reasons (M)
  29. 29. Conversion Garden IMDB IMDB: Reasons are the Wishlist & Perso
  30. 30. Conversion Garden CNN CNN: “Be part of” & “Sharing” / Belonging
  31. 31. Conversion Garden Embedded Persuasive Strategies to Obtain Visitors’ Data: http://goo.gl/MurIup +20 % #14 Reciprocity is better than a reward
  32. 32. Conversion Garden MARKETING WEEK Giving the reward late
  33. 33. Conversion Garden ELMUNDO.ES Giving the reward first = Reciprocity
  34. 34. Conversion Garden BETABRAND #14 Use of behavioral economics: decoy
  35. 35. Conversion Garden #14 Value of Personalization Today’s Shopper Preferences: Channels, Social Media, Privacy, and the Personalized Experience: http://goo.gl/wjHCXF
  36. 36. Conversion Garden #14 Value of Personalization Web personalization as a persuasion strategy, an ELM perspective: http://goo.gl/xlfGpw
  37. 37. Conversion Garden #14 Advances in Affective and Pleasurable Design: http://goo.gl/JLyhM6 Value of Personalization
  38. 38. Conversion Garden ANIMALEAR Personalization + Lead nurturing example
  39. 39. Conversion Garden ANIMALEAR Personalization + Lead nurturing example
  40. 40. Conversion Garden ANIMALEAR Personalization + Lead nurturing example
  41. 41. Conversion Garden ANIMALEAR Personalization + Lead nurturing example
  42. 42. Conversion Garden ANIMALEAR Personalization + Lead nurturing example
  43. 43. Conversion Garden ZAPPOS Continued Cross Device Experience
  44. 44. www.Kschool.com Conversion Garden ABILITY
  45. 45. Conversion Garden Web Stress: http://goo.gl/vRJJGl Give personal data is stressing
  46. 46. Conversion Garden Web Stress: http://goo.gl/vRJJGl Speed matters
  47. 47. Conversion GardenHow 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
  48. 48. Conversion Garden BETABRAND On Page lean login example
  49. 49. Conversion Garden THE NEW ZEALAND HERALD New Zeland Herald: good example
  50. 50. Conversion Garden CHANNEL 4 Almost there
  51. 51. Conversion Garden Anonymous Login: http://goo.gl/PrDfrB Anonymous Login with Facebook
  52. 52. Conversion GardenSome 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
  53. 53. www.Kschool.com Conversion Garden TRIGGER
  54. 54. Conversion Garden Cognitive Science and Design: http://goo.gl/9adHcj Peripheral view is faster than front
  55. 55. Conversion Garden GMAIL Gmail uses it
  56. 56. Conversion Garden WIKIPEDIA Wikipedia is testing it
  57. 57. Conversion Garden WIKIPEDIA Wikipedia is testing it
  58. 58. Conversion Garden ANALISTASEO.ES Icegram
  59. 59. Conversion GardenBells are an standard now
  60. 60. Conversion Garden BOOKING Booking tests Bells vs Messages
  61. 61. Conversion Garden 7 tips grow your emails: http://goo.gl/EnQsLn Timing is important: Test it
  62. 62. Conversion Garden WOLFANDBADGER Great example but timing can be improved
  63. 63. Conversion Garden ZALANDO Zalando: Too pushy
  64. 64. 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 ;)
  65. 65. Conversion Garden @Xavier_Colomes @natzir9 Thanks for celebrating #CRODay with us Questions?

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