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[Elite Camp 2016] Peep Laja - Fresh Out Of the Oven

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Peep Laja, founder of ConversionXL, talks about some of the original UX research studies ConversionXL Institute has conducted over the last months. Inspiration for effective tests and website changes.

Veröffentlicht in: Marketing
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[Elite Camp 2016] Peep Laja - Fresh Out Of the Oven

  1. 1. Peep Laja, ConversionXL Fresh out of the oven New research studies from the ConversionXL Institute @peeplaja
  2. 2. How can we know which changes will be effective? Peep Laja, ConversionXL @peeplaja
  3. 3. AND THEN I WAS LIKE DO YOU EVEN SCIENCE, BRO?
  4. 4. You need a structured process to optimization
  5. 5. Where are the problems?
  6. 6. What are the problems?
  7. 7. Why is this or that a problem?
  8. 8. Turning known issues into test hypotheses
  9. 9. Prioritizing tests and instant fixes
  10. 10. Test X Test Y
  11. 11. An A/B test is a solution to an identified problem
  12. 12. The discovery of what matters
  13. 13. Issue Bucket Background Action Rating Google Analytics bounce info is wrong Instrument Google Analytics script is loaded twice! Line 207 and 506 of the home page both contain GA code, as do all the other pages. Remove the double entry ★★★★★ Conversions are low for IE9. Investigate Possible cross-browser issues. Conduct cross-browser testing. ★★★ People don’t know how to use category pages Hypothesize Too many options, unfamiliar information architecture & layout. Re-think the category page layout ★★★★ Missing value proposition on the home page Test Add a compelling value proposition in the header of your website that states what your website is about, what can they do here and why should they do it Add prominent value proposition ★★★★★ Content is very hard to read JFDI Font size 11px is too small Increase font size ★★★
  14. 14. Optimal solution?
  15. 15. What are the best ideas for treatments?
  16. 16. Lower the costs, improve the speed
  17. 17. What tends to work better – right now?
  18. 18. ● ACM Transactions ● Behavior Research Methods, Instruments and Computers ● Behavior and Information Technology ● Computers in Human Behavior ● European Journal of Marketing ● Human-Computer Interaction ● IBM Systems Journal ● IEEE Internet Computing ● IEEE Journal on Systems, Man and Cybernetics ● Information, Technology and People ● Interacting with Computers ● International Conference on Human-Computer Interaction ● International Journal of Human- Computer Studies ● Journal of Economic Psychology ● Journal of Experimental Psychology: Applied ● Journal of Experimental Psychology: Human Perception and Performance ● Organizational Behavoir and Human Decision Processes ● Perception ● Proceedings of ACM-CHI ● Journal of Usability Studies ● Usability News ● Human Factors: The Journal of the Human Factors and Ergonomic Society Top Academic Journals for UX, UI, & HCI
  19. 19. … So we launched our own lab
  20. 20. 1. DRIVING ATTENTION
  21. 21. 2. ECOMMERCE PRODUCT PAGE
  22. 22. How does the SIZE of the image influence the perception of value?
  23. 23. 1. The large image of the spec/tech product had a significantly higher perceived value compared to the small image. 2. The large image of the experience/design product had a lower perceived value compared to the small image.
  24. 24. Does a larger product image attracts viewers’ attention to the image more compared with a smaller image?
  25. 25. How viewers look at a page and read product descriptions when the text format changes?
  26. 26. A: no specs
  27. 27. B: paragraph
  28. 28. C: bullets
  29. 29. A: no specs
  30. 30. B: paragraph
  31. 31. C: bullets
  32. 32. A: no specs
  33. 33. B: paragraph
  34. 34. C: bullets
  35. 35. 3. TRUST SYMBOLS
  36. 36. Participants will prefer the trust seals they are most familiar with
  37. 37. Top 5: 1. ‘Paypal-verified’ 2. Norton 3. Google Trusted Store 4. Visa-Mastercard 5. BBB
  38. 38. 4. VALUE PROPOSITION PRESENTATION
  39. 39. • More copy leads to faster and longer fixation • No difference in perceived confidence in understanding • Better recall when copy is longer • Bullets ftw
  40. 40. 5. PRICING PLANS
  41. 41. • First two pricing plans are viewed the most • Most expensive plans get more attention on the left • More people chose expensive when they were listed first • Highlighting helps
  42. 42. 6. VIDEO VOICE-OVER
  43. 43. 7. SOCIAL PROOF
  44. 44. • Most memorable are high profile client logos, testimonials with photos, press mentions • People recalled high profile client logos more than low profile logos • Testimonials with photos were significantly more effective • Photos are memorable, logos and numbers are not.
  45. 45. 1. Identify problems 2. Source ideas for solutions 3. Test
  46. 46. Thank you! Peep Laja, ConversionXL

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