Talking about CRO, psychology and the process of optimization and innovation

1. from getting things done to
doing great things
Joost Fromberg
@joostfromberg
Joostfromberg.com

2. a little bit of background

3. BA

4. 60-90% of all software is
never being used.

6. we are irrational, because we
only recently evolved our
rational thinking.

7. 2 + 2 = ?
Experience your own 2 systems

8. 17 x 24 = ?
Experience your own 2 systems

9. Feel how system 2 can control system 1

10. But often system 2 is not in control

11. But often system 2 is not in control

12. Jack’s dad has three sons
Huey, Duey & . . . . .
But often system 2 is not in control

13. two brain processes:
system 1 and system 2.

14. Subconscious
Fast
Emotional
Impulsive
Conscious
Slow
Rational
Considered
System 1 System 2

15. 1. Please remember these numbers
Group A: Group B:
3852869 39
2. Thank you!
Now choose your reward:
Group A Group B
System 2 has very limited capacity

16. At the end of this test, I ask a question.
Answer immediately!

17. How much is:

18. 15 + 6 =

19. 24 + 18 =

20. 3 + 53 =

21. 91 + 14 =

22. 75 + 26 =

23. 52 + 25 =

24. One more!

25. 125 + 8

26. QUICK!
think about a color
and a tool

28. System 1 is automated
BA
Winner

29. B
Winner
A
System 2 needs focus & attention

30. BA
Winner
System 2 often lives in the illusion of control

32. our brain is rationalizing.

33. Subconscious
Fast
Emotional
Impulsive
Conscious
Slow
Rational
Considered
System 1 System 2

34. F
FIND
T
TELL
A
ANALYZE
C
COMBINE
C
CREATE
A
ANALYZE
T
TEST
F
FIND
T
TELL
A
ANALYZE
C
COMBINE
C
CREATE
A
ANALYZE
T
TEST

37. Home
Listing
Hostel
Booking
Confirmation
40%

38. System 1?
System 2?

39. System 1?
System 2?

40. System 1 behavior
• Highest conversion in the evening and the weekend
• 30 min on the site
• 80% picks from top 10 hostels in list, no filter usage
• 30% of all visitors looks at the reviews

41. System 2 behavior
• 50% bookings in the first session
• The conversion rate drops if visitors look at more hostels
• Drop-off in the booking step is relatively low (<20%)
• Mobile visitors look goal-oriented: a lot of bookings for the same or next
day

42. Hypothesis
Mobile users are more goal-directed
than desktop & tablet users.

43. A B
Loser
Winner
Reducing cognitive load

44. Loser
Winner
A B
Reducing ego depletion

45. Loser
A B
Winner
Increase response efficacy

46. Loser
A B
Winner
Reducing distraction & cognitive load

47. How to do great things
• Our behavior is extremely complex – impossible to predict
• Follow a structure like FACTACT to experiment
• Make decisions based on objective and validated data

48. @joostfromberg
www.joostfromberg.com
joost.fromberg@onlinedialogue.com
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https://www.ondi.me/gdms18