Slides of the presentation I gave at the Bikkeldag, organized by Bikkelhart in Amsterdam on May 21st 2024

1. Link to full presentation at the end
Persuasive E-commerce
Bikkeldag 2024
Our Biased Brain

2. The Bouba & Kiki Effect

3. Link to full presentation at the end
Persuasive E-commerce
Bikkeldag 2024
Our Biased Brain

4. Persuasion?

5. Removing Friction
Increasing Motivation
Persuasion
(Us)ability

6. Ability/Friction
Motivation
Activation Threshold
F
a
i
l
S
u
c
c
e
s
s
T
r
i
g
g
e
r
s
(
O
n
l
i
n
e
)
M
a
r
k
e
t
i
n
g
low
high
low high
Source: BJ Fogg: B=MAT

8. When you’re walking down a street…

10. Community Builder Award

12. Timing!

13. Wait, who’s talking?
Data User Research
Cognitive Psychologist.
E-commerce Experimentation & Customer
Experience Optimization Specialist
Experiments / Validation
Guido X Jansen
Global Business & Technology Evangelist @ Spryker

14. Power the world’s sophisticated transactions

15. Composable Commerce Platform
for B2B, B2C and marketplace solutions.
Fully modular system
● 750+ Features
● 90+ Business Capabilities
Spryker.com

16. Business Capabilities & Features to A/B test
Cross-sell &
Upsell
Catalog
Management
CMS
Internationalization
Discounts &
Promotions
Cart
Gift Cards
Checkout CRM
Company
Account
Back Office
Forms
Order Management
Search & Filter
CMS
SEO
Payment
Personalization
Mailing &
Communication
Media
Management
Navigation
Multi-
Channel
Technology Partner Integrations Wish List
Workflow & Process
Management
Product
Management
Payments
Tax
Shipment Ratings & Reviews
Shopping List
Frontend
Frontend
Price

17. 16K+ Subscribers, 300+ Episodes on tap
English | Spanish | Dutch | German

18. I’m fascinated by the brain and
human behaviour…

19. … and validating changes

20. Theory
A: About e-commerce…
B: About your brain…

21. A: About e-commerce…

22. Online conversion
rates s***

23. …compared to offline…

24. Average conversion rates
Offline Online
25-35% 0.7-7.2%

25. E-commerce conversion rate by product type
Source: https://www.growcode.com/blog/ecommerce-conversion-rate

26. E-commerce conversion rate by country
Source: https://ecommerce-europe.eu

27. Examples of good online conversion rates
40,6%
8-11%
25,3%
15,8%
13%
(excluding Prime)

28. Why are online
conversion rates so low?

29. Online lacks several key factors used in offline stores:
No commitment until
checkout
No
direct feedback
Less
sensory input
Less
personalization

30. Luckily, there’s a
workaround

31. B: About your brain…

32. 11,000,000 bits/sec

33. 20 Watts

35. 50 bits/sec (0.00045%)

36. 99%

37. Our decisions are for 90-99% unconscious

38. Our brain is lazy.
“Fixing reality” is “cheaper”.

39. Some assumptions
our brain makes…

40. Expensive =
Good Quality

41. White coat = truth

42. More = Better

43. Because… =
a good reason

44. Shiny = New

45. Beautiful =
User friendly

46. Unknown =
Creepy

47. Familiar =
Safe

48. LIMITED
Knowledge
Time
Resources
Automated thoughts and actions

49. Heuristics
Intuition / Common Sense / Rule of Thumb / Educated Guess
Cognitive Bias / Prejudices

50. Heuristic categories (coping strategies)
What to remember Too much information
Not enough information
Time restraints

51. We all have many biases
… we’re not even aware of most of them…
… and even when we are, we still can’t ignore it.

52. Let’s try this…
Availability heuristic

53. Airplane Crash
Casualties from deadly situations
Terrorism
Any Natural Disaster Swimming Pool

54. Actual Statistics
50% more people die drowning than the 3 other
situations… combined
Terrorism
Any Natural Disaster
Airplane Crash
Swimming Pool

55. Standards might differ...

56. Get your phone out and open (Google) Maps

57. Zoom in on a city in Japan

58. 3
4
1
5
6
7
2

59. Guugu Yimithirr

60. Our (experienced) brain sets the default,
but experiences between people and
cultures will (obviously) be different

61. Quickly guess the outcome
1×2×3×4×5×6×7×8 = 512
2.250
40.320
Correct answer =
8×7×6×5×4×3×2×1 =

62. Theory conclusion:
1) Big difference between online and
offline conversion
2) We have many Cognitive Biases and we
are not aware of most

64. 6 7 Weapons of Influence
7 : Unity
5 : Liking
6 : Scarcity
1 : Reciprocation
2 : Commitment
& Consistency
3 : Social Proof
4 : Authority

66. 3) Social Proof
We're copycats
Cialdini

67. Always Be Testing
“In the past month, [x] customers
bought this product”
Socially acceptable products
Socially undesirable products

68. Social proof variants rejected

69. FINAL NOTES

70. Prioritize
(Hierarchy of optimization)
Persuasion
Usability
Functionality
Technology

71. Experiment & Validate!

72. Everyone is
already
experimenting
(unwittingly)

73. CRO and UX are
about validation
and raising the
quality

74. Let’s connect!
Guido X Jansen
Global Business & Technology Evangelist @ Spryker
gui.do
@guido
linkedin.com/in/gxjansen
guido.jansen@spryker.com
Slides & more: gui.do/onpersuasion