Online Dialogue Conversion Conference Chicago

H o w t o c r e a t e
w i n n i n g A / B - Te s t p l a n s

C o n v e r s i o n C o n f e r e n c e C h i c a g o 2 0 1 3

W i t h 2 5 c o n v e r s i o n c a s e s i n s i d e !

Ton Wesseling (@TonW)
Bart Schutz (@BartS)
Pr esentation in formation: http://ondi.m e/chicago

ONLINE DIALOGU E
G u i d i n g y o u t o d i g i t a l m a t u r i t y
Last 2 years
Number 1 bureau in the Netherla nds
in our ﬁeld of practice (analytics & con version)

@barts | @tonw | @onlinedialogue
http://ondi.me/chicago #convcon
Univé: top 3 car insurance in the Net herlands
Start cases
“Foot in the door”
Get your visitors to
interact asap
+23% sales

Van der Valk Hote l s (large Dutch hot el chain)
Start cases
“Layering”
Divide content in diminishingchunks of 3 or 5 pieces ofinformation
+14%
sales

Onl ine Dialogue website: Conversion Summ it landingpage
Start cases
+29%
interactions

Data Driven
Data Driven
Data Driven
Data Driven
Data Driven
Data Driven
Data Driven
Data Dr
ata Driven
Data Driven
Data Driven
Data Driven
Data Driven
Data
Data Driven
Data Drive
Data D
Data Driven
Data Driven
@ To n W
Data Driven

rsuasion Psychologist
@ B a r t S
Persuasion Psychologist
Persuasion Psycholog
Persuasion Psycholo
on Psychologist
Psychologist
PersuasioPsychologist
Persuasion Ps
Persuasion Psyc
suasion Psychologist
Psychologist

Data Driven
Persuasion Psychology
= CRO Magic
+

Kras.nl (TUI): homepage effect on sales
Award cases
“Ambiguity Aversion”
Make it crystal clear what yourcustomer will get
+20% sales

FonQ.nl: E-commerce – site search sales improvement
Award cases
“Carrot & Stick”
Keep showing customers whatthey’re buying through thewhole process
+49% sales

Freo.nl: lift in loan applications
Award cases
“Sequencing”
CRO is a reciprocal dialogue:Take the concepts that areactive in your customers brainas your starting point
+19% applications

WWW = World W ide Walhalla "
for
Analytics & Brain Testing

brains…
Because: you are conver ti ng

W hat inﬂuences that brain ?
brai ns…
You are convert ing

Data D riven Persuasion Psychology
Creating conversio n boosting & winning A/B test plans
=

This is th e method we use
Fact & Act
&

Tell

Combine

Analyze

Test

Create

Analyze

Filter

Let’s start: Filter & Analyze
Fact & Act
&

Tell

Combine

Analyze

Test

Create

Analyze

Filter

Freo.nl: more lift in loan applicat ions
Filter & Analyze
“The paradox of Choice”
Offer a minimum of 2 and amaximum of 5 choices
+14% applications

MoneYou.nl: uplift in new saving accounts
Filter & Analyze
“In Gaze Placement”
Put your most persuasivecontent in your customers’ gaze
+23% accounts

Freo.nl: surv ey to understand visito r needs
Filter & Analyze
“Foot between the lips”
Directly get a forced click
Signiﬁcant more applications
Survey invitation vs. no survey invitation
winner

And no w: Create & Test
Fact & Act
&

Tell

Combine

Analyze

Test

Create

Analyze

Filter

Autonomy"
Van de Va l k conversion lift
Create & Test
Autonomy:
“Let
your
customer
think
he’s
free
in
his
choices”

+25% sales

But.. same test"
Vakantieveilingen.nl (Dutch travel auction website)
Create & Test
Urgency:
“When
we’re
in
a
hurry,
we
love
to
be
guided”

Signiﬁcant more
submits, but..
Less registrations

Direct Priming: "
Online Dialogue newsletter headline test
Create & Test
Direct
Priming:
“RepeAAon
leads
to

quicker
reacAons”

(Title ﬁrst article)
(Title last article)
+42% clicks
Outgoing clicks from within the newsletter by
members who opened the newsletter

Choice Paradox"
MoneYou Call-to- Action test on product detail page
Create & Test
Choice
Paradox:
“We
love
a
few,
but
not
to
many
opAons”

+16% accounts
+ 2 5 4 % c l i c k s ( o n C TA a r e a )

Response efficacy"
Kras.nl travel booking form sales uplift
Create & Test
Response
efficacy:
“We’re
more
likely
to
act
when
we
believe
it
will
actually
have
the
desired
effect”

+18%
sales

Ambiguity aversion"
F reo.nl: more applications from the app lication form
Create & Test
Ambiguity
Aversion:
“We
prefer
opAons
that
are

certain”

+10% applications

V isuel cue:"
Ho tel Schiphol – airport hotel homepage – scroll promotion
Create & Test
Visual
Cueing:
“Our
aEenAon
is
very
easily
inﬂuenced”

-23% bouncerate
+ signiﬁcant sales

Framing:"
Mon eYou email & landingpage test - productname
Create & Test
Equivalence
Framing:
“The
way
things
are
stated
or
portrayed,
highly
inﬂuences
our
choices”

Signiﬁcant more
account opens

Conceptual Contrast:"
Onlin eOptimizers.eu Analytics & Conversion – job postings
Create & Test
Ugly
Brother:
“The
way
things
are
stated
or
portrayed,
highly
inﬂuences
our
choices”

Almost everyone chooses
the maximum package

Te s t done? Analyze!
Fact & Act
&

Tell

Combine

Analyze

Test

Create

Analyze

Filter

Kras.nl from most sold to a last mi nute list"
(same products in the list)
Analyze
+58% conversions
B u t n o s i g n i ﬁ c a n t t u r n o v e r d i ﬀ e r e n c e

Banking: wha t is your interest rate position?
Analyze
PosiDon
targeDng:
“We
like
basing
comparisons
on
just
a
few
aEributes”

Winner
when
number 1
Winner
when not
number 1

Product pages: CTA color?
Analyze
Goal-‐directed
behavior

“We
need
other
persuasion
techniques
when
we’re
‘geJng
things
done’
than

when
we
(want
to)
relax

Monday winner
Saturday winner

Kras.nl: new & retur ning visitor diffe rences"
C ategory overview page – which one has mo re conversions?
Analyze
Returning
visitor winner
New
visitor winner

Essent Belgium: landingpage te st"
W i t h or without social buttons more leads?
Analyze
Returning
visitor winner
New
visitor winner

MoneYou landing page redesig n"
A/B-test – which one has more saving a pplications?
Analyze
+27% applications
B u t … ( s e e n e x t s l i d e )

Let’s dive in the MoneYou A/B-test data:"
conversion on a day to day basis
Analyze
Cum. Conversion % per day! Difference in cum. Conversion %!
Conversion difference
stabelizes!
Conversion difference
stabelizes!
Why is the conversion
percentage so high on
these 2 days?!
Why is the difference
between A and B at ﬁrst
negative and than positive?!
Hmm, euroclix.nl

Afﬁliate par ner"
w ith motivation outside the MoneYou product
Analyze
Free money if you
ﬁle an application

MoneYou landing page redesig n"
A/B-test – without visitor funding a ffiliates
Analyze
Cum. Conversion % per day! Difference in cum. Conversion %!
Very stable
differences!
(with
conversions)!
Much shorter, difference in first
days is caused by returning
visitors (which we filtered out
after this analysis)!
+100% applications!

Combine & Tell
Fact & Act
&

Tell

Combine

Analyze

Test

Create

Analyze

Filter

CRO becomes Customer Intellig ence
Combine & Tell
http://ondi.me/chicago
Conversion)Op,miza,on) Market'Research'

Telegraaf.nl: biggest Dutch news paper"
ﬁrst cookie concept: almost 100% opt-in
Combine & Tell
Defaults:

“We
tend
to
like
what
is
chosen
for
us”

Telegraaf.nl: biggest Dutch news paper"
ﬁrst cookie concept: almost 100% opt-in
Combine & Tell
Reinforcements:
“We
want
to
hear
we’re
doing
good”

Base o n customer intelligence:"
we loved to be challenged
Combine & Tell
We won J

We help and / or educate"
Kras.nl: They won!
Combine & Tell

Ever growing our customer knowledge
3 years of being a partner
  MoneYou groei over jaren heen

H o w t o c r e a t e
w i n n i n g A / B - Te s t p l a n s ?

Digital Data
Persuasion Psychology
How to create winning A/B-test p lans?
Fact & Act

Presentation info: http://ondi.me/chicago

Thank you!

Thank you!

one more thing…
…we’ve located over 200 persuasion techniques…

www.WheelofPersuasion.com
The Wheel of Persuasion
Temporary Access Code:
“Chicago”
(valid until Tuesday / June 13th
)

Online Dialogue Conversion Conference Chicago

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