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© Mirko Melcher, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MUNICH
Using Neuromarketing to accelerate Growth in eCommerce
eTrade Summit Antwerp 2016
/mirkomelcher
© Mirko Melcher, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MUNICH
I live here...
© Mirko Melcher, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MUNICH
Here are 3 things I love:
charts quotes
„ ...“
screenshots
what we do
Strategy & Consulting
Testing Full Service
360° Conversion Analysis
Conversion Centered Relaunch
Personalization & Targeting
portfolio and knowledge:
web-arts.com // konversionKRAFT.de
0
2
4
6
8
2009 2010 2011 2012 2013 2014
CRO Volume (Billion �)
Partner
E-Commerce
TelecommunicationPortal
Travel
Finance Leadgeneration
We help top 100 companys grow faster.
>150 Conversion Experts in >20 countries
https://www.iridion.de/en/
Manage Your Optimization Process for Better Results
Warm Up!
7 required fields9 required fields
Which one is easier to complete?
7 required fields9 required fields
© Mirko Melcher, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MUNICH
Even the best usability doesn‘t make people suddenly want to buy more.
© Mirko Melcher, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MUNICH
© Mirko Melcher, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MUNICH
Traffic
Web Analytics
the eCommerce paradox
© Mirko Melcher, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MUNICH
14
Traffic
Website
Web Analytics
ClickHand
Motor Control
prefrontal Cortex
Limbic System
Perception
the eCommerce paradox
© Mirko Melcher, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MUNICH
© Mirko Melcher, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MUNICH
Gamification
Decision
Simplification
How do I make decisions?
How do other people influence me?
Ho do I perceive things?
How do I react upon relations?
What gives me fun and joy?
What is as conveniant as possible?
Behavior Patterns & Biases Behavioral Economics for E-Commerce
Social Perception
Relation
© Mirko Melcher, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MUNICH
Behavior Patterns
Adaptive Bias Affect Heuristic All-or-nothing thinking Anchoring Anxiety Aesthetic = Good Arousal Authenticity Authority Autonomy Availability Heuristics Banner Blindness Black swan theory Bonding Breaking Rules Caring Challenge Cognitive Dissonance Commitment & Consistency Comparability Completion Context Contrast effect Curiosity Curse of knowledge Decoy Effekt Default
Defensive attribution hypothesis Endowment Effect Exclusivity Faces/Views Feedback Flow Framing Free Funneling Grouping Halo Effect Herding Hide/Remove Hope Hyperbolic discounting Identification Illusion of asymmetric insight Illusion of truth effect Innerer Dialog Irrational Escalation Island Joy/Fun Known Kognitive Leichtigkeit Leaderboard Liking Logic
Loss Aversion Mastery Mental accounting Mental Models Mirror Nonsense math effect Order Order/Harmony Overgeneralization Paradox of choice Patterns/Principles Preview Primacy-Recency-Effekt Priming Proof Purpose Reactance/Censoring Reason why Reciprocity Remove Represantativeness heuristic Reputation Restraint bias Reward Rhyme-as-reason effect Rules Scarcity
Schuld Self expression Self fulfilling prophecy Self serving bias Self-perception theory Sensation Skim/Scan/Read Social Proof Sofortiges Erfolgserlebnis Spurring Status quo Story-telling Sympathie Tension/Closure Testimonial Testing effect Threat Trait ascription bias Trust Try out Tunneling Unlocking Value/UVP Well travelled road effect Worse-than-average effect Zugehörigkeit
© Mirko Melcher, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MUNICH
Biases
Actor-observer bias Affective forecasting Ambiguity effect Attentional Attribute substitution Attribution theory Availability cascade Backfire effect Bandwagon effect Base rate fallacy Belief Bias Bias Blind Spot Bizarreness effect Change bias Choice Supportive Bias Clustering Illusion Cognitive bias mitigation Cognitive distortion Confirmation bias Congruence bias Conjunction fallacy Conservatism Consistency bias Context effect Cross-race effect Cryptomnesia Denomination effect Disqualifying the positive
Distinction bias Dunning-kruger effect Duration neglect Egocentric bias Emotional reasoning Empathy gap Essentialism Exaggerated expectation Expectation bias Extrinsic incentives bias False consensus effect False memory Focusing Effect Forer effect Functional fixedness Fundamental attribution error Gamblers fallacy Generation effect Google Effekt Hard-easy effect Heuristics in judgement and decision making Hostile media effect Hot-hand fallacy Humor effect Illusion of control Illusion of external agency Illusion of transparency
Illusion of validity Illusory correlation Illusory superiority Impact Bias impression management Inference-observation confusion Information Bias Ingroup bias Innumeracy Insensitivity to sample size Introspection illusion Jumping to conclusion bias Just-world hypothesis Less is better effect Leveling and sharpening List-length effect Ludic fallacy Magical thinking Magnification and minimization Mental filter Mere-exposure effekt Misattribution Misinformation effect Misinterpretations Modality effect Price illusion Mood-congruent memory bias Moral credential effect
Moral luck Naive cynicsm Naive realism Negativity bias Neglect of probability Next-in-line effect Normalcy bias Omission bias Opimism bias Osborn effect Ostrich effect Outcome bias Outgroup homogenity Overconfidence effect Pareidolia Part-list cueing effect Peak End Rule persistence Pessimism bias Picture superiority effect Planning fallacy Positivity bias Post-purchase rationalization Pro-innovation bias Projection bias Pseudocertainty effect Reactive devaluation Recency bias
Reminiscence bump Risk compensation Rosy retrospection Salience Selective perception Self-relevance effect Semmelweis reflex Social comparison bias Social desirability bias Somatic markers hypothesis Source confustion Stereotyping Subaddivity effect Subject validation Suggestibility Survivorship bias System Justification Telescoping effect Texas sharpshooter fallacy Time-saving bias Tip of the tongue phenomen Ultimate attribution error Unit bias Verbatim effect Von restorff effekt Zeigarnik effekt Zero-risk bias Zero-sum heuristic
there are 2 giants who do it right let’s learn from them, shall we?
© Mirko Melcher, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MUNICH
People want instant gratification. RIGHT NOW.
© Mirko Melcher, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MUNICH
© Mirko Melcher, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MUNICH
You wanna buy from me? Pay 40� upfront.
© Mirko Melcher, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MUNICH
74% Conversion Rate
© Mirko Melcher, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MUNICH
„If you double the number of
experiments you do per year you're going to double
your inventiveness“
Jeff Bezos, CEO amazon, 2004
Instant Gratifi-cation
Behavior Pattern #1
Commit-ment
Behavior Pattern #3
Con-venience
Behavior Pattern #2
Habit
© Mirko Melcher, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MUNICH
Top 10 E-Commerce Ventures Germany 2014
No Accident!
© Mirko Melcher, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MUNICH
takeaway #1 Think about how you can make people commit to
your website over and over again.
vs.
HRS Booking.com
2013
Psychologically Engineered Growth
HRS Booking.com
1972
online revenue per year
© Mirko Melcher, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MUNICH
a genius idea
Unlocking
Reward
© Mirko Melcher, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MUNICH
© Mirko Melcher, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MUNICH
Mirko
Mirko
© Mirko Melcher, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MUNICH
Mirko Melcher
Mirko Melcher
© Mirko Melcher, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MUNICH
Mirko
Melcher
Mirko Melcher
© Mirko Melcher, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MUNICH
The Asch Elevator Experiment, 1962
© Mirko Melcher, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MUNICH
People behave based on other peoples behavior.
© Mirko Melcher, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MUNICH
© Mirko Melcher, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MUNICH
© Mirko Melcher, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MUNICH
Scarcity
Herding
© Mirko Melcher, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MUNICH
Scarcity
Herding
Herding
Social Proof
© Mirko Melcher, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MUNICH
HerdingHerding
Social Proof
Scarcity
Herding
© Mirko Melcher, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MUNICH
Scarcity
© Mirko Melcher, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MUNICH
Free
Zero Risk Bias
© Mirko Melcher, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MUNICH
© Mirko Melcher, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MUNICH
Free
Zero Risk Bias
Scarcity
Herding
© Mirko Melcher, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MUNICH
© Mirko Melcher, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MUNICH
JUST F#%&ING DO IT
2013
Psychologically Engineered Growth
HRS Booking.com
1972
online revenue per year
Positive Feedback
Behavior Pattern #1
Herding
Behavior Pattern #2
Scarcity
Behavior Pattern #3
© Mirko Melcher, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MUNICH
Gamification
Decision
Simplification
How do I make decisions?
How do other people influence me?
Ho do I perceive things?
How do I react upon relations?
What gives me fun and joy?
What is as conveniant as possible?
Behavior Patterns Behavioral Economics for E-Commerce
Social Perception
Relation
© Mirko Melcher, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MUNICH
Takeaway #2: Find out what’s the best combination of
behavior patterns for your business model and target audience
© Mirko Melcher, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MUNICH
© Mirko Melcher, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MUNICH
+15,8% Conversions
+22,4% Revenue / Visitor
> 2000 conversions per variation
2 sales cycles test duration
© Mirko Melcher, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MUNICH
© Mirko Melcher, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MUNICH
© Mirko Melcher, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MUNICH
© Mirko Melcher, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MUNICH
Urgency
© Mirko Melcher, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MUNICH
nur noch 2 Stück verfügbarUrgency
Scarcity
+
© Mirko Melcher, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MUNICH
„If you can‘t describe what you are doing as a process, you don‘t know what you
are doing.“
William Edward Deming
© Mirko Melcher, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MUNICH
Build Measure Learn
© Mirko Melcher, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MUNICH
Build Measure LearnAnalyse
Find out, what motivates your customers
Build A/B-Tests that can really change behavior
Measure the impact Learn and scale!
© Mirko Melcher, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MUNICH
Don‘t call it Conversion Rate Optimization.
Call it Growth Rate Optimization.
market dominance
© Mirko Melcher, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MUNICH
Mirko Melcher Head of Conversion Architecture Web Arts AG // konversionsKRAFT
/mirkomelcher
www.web-arts.com
Thank You!