Full transcript
0:00[Music]
0:03let's get things started
0:06thanks for coming in on thanks for
0:11joining today's webinar is all about
0:16relevance and when I see landing pages
0:20from my clients most of the time I see a
0:24lot of money burning so when there is a
0:28high bounce rate
0:29I see like 40 50 60 % of the whole
0:33marketing budget disappearing in a
0:38couple of seconds on that website
0:41so of course increasing relevance on
0:45this websites on this landing pages is a
0:48big lever that you can use and what I
0:52see a lot of times of course they're
0:56ugly landing pages but a lot of people
0:59try to design their landing pages very
1:02well so they're they're aesthetically
1:04good and today I want to talk about a
1:09framework that you can use to make your
1:12landing pages sell and David Ogilvy this
1:17this quote is from the 60s and he said
1:20if it doesn't tell it isn't creative so
1:23that's the that's the lead topic for for
1:28today's webinar so let me get back in
1:36time a couple of years ago I think it
1:39was 2009 we even put people inside an
1:45fMRI scanner to prove what happens in
1:51the brain of users so let me tell you
1:55that story because it started when we
1:57when we did usability tests for for a
2:01client this is a client's website about
2:04selling travel travel stuff like flights
2:11hotels you see it it looks very 90s
2:14sorry it's a German
2:16but maybe you can guess what it's about
2:18flights hotels car rental and and so on
2:23and and these people from that company
2:28that they said you know nobody is using
2:30our website nobody is booking because we
2:33think this thing here this is much too
2:37complex so what we did is the usability
2:40test we invited like 20 people hi nice
2:46are from India so we invited like 20
2:51people to use that website and the thing
2:56is the website had a conversion rate of
2:58nearly zero percent when we invited 20
3:02people to use it and our usability test
3:05we had a conversion rate that was
3:08hundred percent so we thought wow
3:10there's something wrong with this setup
3:14of doing a usability test so usability
3:17test does not is not based on on real
3:21situation people in a usability test do
3:24not behave like they usually would do so
3:28first thing we changed was we changed
3:32the the test setup so instead of testing
3:36only one webpage we tested the website
3:44of our client against other websites and
3:46changed the question and asked them
3:48where would you buy so when we invited
3:5320 people again for the second approach
3:57then the thing was similar to the real
4:02situation oops
4:03because zero percent of people bought or
4:10or clicked or wanted to buy on the
4:12website of our kind so we had a good
4:16foundation for our students asking them
4:19why didn't you want to buy on our
4:22website and people told us a lot of
4:26stories they said it's about the colors
4:29and pick
4:30cheers and stuff like this so actually
4:33it doesn't look really relevant to us
4:36and this is where we started like 15
4:40years ago we started to discover the
4:42power of neural marketing so this is the
4:45obligatory in your marketing so height
4:48of my presentation because first of all
4:51we realized when we do usability testing
4:55we are here on that level like on top of
4:59the iceberg of the things that we
5:01actually see that are conscious but when
5:06we changed the test design of our
5:09usability test then we were able to move
5:13one level deeper and talk with people
5:16about things that they yeah could sense
5:20but could not explain it very clearly in
5:23words they could tell us it's about the
5:25pictures and the colors and things like
5:27this but this is it so what what we see
5:31actually the main reasons for deciding
5:36you find them here in this deep areas
5:40where people have a certain impression
5:42but they cannot talk about it we talk
5:47about it because they're not aware about
5:48these things it's not conscious so this
5:54is when we first found out that if we
5:57want to make pages that sell more
6:00websites that sell more we need to
6:03understand how a consumers mind works so
6:07when we're talking about increasing
6:10relevance of a landing page and when we
6:13talk about using heuristics to do that
6:17then actually we're talking about how to
6:21facilitate that process by putting
6:25principles of how the mind works into
6:28your wrist extensors so
6:34fifteen years ago when I did my first
6:37presentations our on conferences I was
6:42talking to people from the sea level
6:44like CEOs and CFOs and CMOS and and I
6:48told them that they have to understand a
6:52user's decision-making process if they
6:55want to increase their are i problem is
6:58I was not talking the language of my
7:03target group
7:04I was not relevant by myself I was not
7:07aware that most CMO CFOs and CEOs that
7:13user decisions user experience design
7:18this is for them as etheric held
7:20so what they care about is just
7:23numbers so they won't prove that this
7:28can really deliver RI so first lesson
7:31never talk about emotion emotions of
7:34users to some some managing directors
7:38talk about RI so this is like our tools
7:42as optimizers we need to know how we can
7:45use this heuristics how the mind works
7:49but actually we should not expect a
7:53number or data-driven manager to
7:55understand what we are doing here
7:57so what we did to prove that the brain
8:03of the customer exists or what did we do
8:07to prove that there are certain
8:09mechanisms you can use this we really
8:13rented an fMRI scanner in a hospital we
8:18could use it in during the night and you
8:21see here this is this is the screen of
8:23my Mac that is maybe Makos 10.1 that
8:27that was back in 2009 in Berlin so we
8:34showed like 10 different people we show
8:39different designs of e-commerce shops
8:42because we what we wanted to find some
8:45rules that we can
8:47I like like what's activating users
8:52emotionally and one thing we did so you
8:56see how old this research is when you
8:59look at the design of the Zappos website
9:01back in 2009 so for example we tested
9:05this Zappos website against this website
9:08called shoe guru why because we wanted
9:11to find out how important is clarity of
9:15a design I mean compare this with this
9:20design
9:20how important is clarity of design to
9:24activate the emotional areas of the
9:26brain so what you see here is the two
9:31different designs and how they activated
9:34certain areas of the brain and what what
9:38you see on the upper left is that you
9:41the blue and gray bars and green bars
9:46these are the different designs they
9:49changed on and on and on in the fMRI
9:51scanner because you need a lot of data
9:53to have significant differences here so
9:59this blue and the red areas it's when
10:02you have compared to an a/b test a red
10:04is it like an uplift you have
10:06significantly more activation here in
10:09this part of the brain blue means
10:11they're significantly less activation so
10:14this test is repeated several times to
10:18increase the significance and what you
10:21can see here it's another plot again you
10:25see green and blue different websites
10:27you see for example if you look here at
10:29this area nucleus accumbens the reward
10:35system Zappos is not able to activate
10:38this while shoe guru makes a lot of
10:41difference so their design works much
10:45better when it's about activation but
10:50again pictures of brain scans are very
10:53expensive you can't do that for
10:55optimizing websites and that was just
10:57research as I said we wanted to
11:01prove the RI in in euros so what we did
11:06is we applied these heuristics that we
11:11found to website of one of our clients
11:15and the result was we could increase a
11:18to card rate from this product by 80%
11:21and the principle behind that you find
11:27that tear in this quote by Samuel
11:29hillock is that actually if we're
11:32selling products it's not about the
11:34product it's about how we make people
11:38feel so when we're talking about
11:40relevance and this is now the core of
11:44what I would like to talk about when
11:47we're talking about relevance we need
11:49like a framework that we can apply so we
11:53can operationalize our thoughts and it
11:57all starts with personas right so you
12:03need to know that you cannot just look
12:06at the website and ask yourself is this
12:08a good website or not actually you need
12:12personas because you want to analyze is
12:16this website good for this kind of
12:20customer so this customer was had three
12:24different personas and these were like
12:27slogans or claims values thoughts
12:31whatever of these different personas so
12:34what we did is we tried to from the
12:39starting from that point we tried to
12:42kind of did use their implicit
12:45motivation so what does it mean if
12:47somebody is saying you know I want a top
12:52brand so we use a tool called the limbic
12:57map it comes from neuromarketing it's
13:01like a map of values that you can use
13:05and we kind of theoretically I mean this
13:11is now something we do with the
13:13heuristic or frame
13:15work in theory we we we think this guy
13:22as a persona huh let me go back he says
13:28I don't want to be mainstream so I want
13:30to be something special so when you put
13:34that on the limbic map you find the
13:36value that is called extravagance or
13:39creativity individualism and we would
13:44say what he claims is somewhere here
13:48while this guy who says you know I want
13:51a top brand this is about quality and
13:55this guy his values is more about status
14:02and power and dominance so actually what
14:06we did after we found out that there are
14:07this different personas with these
14:10different motivations we designed
14:13different landing pages to make them
14:15more relevant emotionally or more
14:18relevant and this is the result a point
14:23you could criticize here is but how do I
14:27know that this really attracts people
14:31who are searching for quality so what we
14:36did in the fourth step of our process is
14:39a retest again we showed the different
14:42design to people and asked them what's
14:45your first Association and we plotted
14:48what people said again on the limbic map
14:51so we could make sure that this design
14:53you see it works in that area while the
14:57other design works on the upper left
14:59area so we were kind of satisfied that
15:02our optimized landing pages worked so
15:08this is when we made an a/b test out of
15:12these different designs and just to
15:14isolate the fact that we increased of
15:17course the picture size we we tested an
15:23version we called just optimized where
15:25we just optimized the template so the
15:28optimized were
15:29has everything the elders also have but
15:33the variations quality rebellion and
15:36lead that's how we called them they are
15:40also optimized like content wise and the
15:44interesting thing is the original
15:48version already had a good add to cart'
15:50rate to optimize the template could
15:53improve Add to Cart rate a little bit
15:57but of course the emotionally optimized
16:00versions had much much higher add to
16:03cart' rates so compared this is an 8%
16:07uplift and at akkad rate while this is
16:12an 80% uplift in it to cut rate so you
16:15could say to optimize the emotional
16:21relevance of a landing page leads to a
16:25ten-time higher result compared to just
16:29like tweaking the template this is why I
16:33would say how you make people feel on
16:36your website is kind of the biggest
16:38optimisation lever you have especially
16:41when it's about landing pages so a lot
16:46of people then say yeah this is about
16:48choose I can understand it it's
16:50lifestyle brand design or we're selling
16:55office supplies or whatever so this is
16:57completely unemotional it's not true
17:02everything is emotional everybody in
17:05front of the computer is a human being
17:07so I I want to show you something that
17:11we tested that's a similar to toilet
17:13paper maybe I don't know if toilet paper
17:15is unemotional so this is these are I
17:20don't know how how do you call it like
17:22sweat things auntie sweat things you can
17:26you can put below your t-shirt a little
17:30bit weird product what we did here is
17:33again we tried to test like emotional
17:36value propositions sorry this blue dot
17:39should be up here
17:42it's the same principle so actually we
17:46are testing a dominant version against a
17:51version that focuses on on like control
17:54the situation balance and towards
17:58something that's all about easiness our
18:01comfort and so on and this variation had
18:05a click-through rate improvement of 93
18:07percent so you see even if it's just
18:09text and it seems to be a fairly
18:11unemotional product you get big results
18:16when you do that so um we have one
18:22question by the way you can ask
18:23questions in the middle if you like so
18:28the question is facing a new product do
18:32you usually make three variations based
18:34on the three zones of a persona and test
18:37what works best not usually it doesn't
18:39have to be three versions we look at the
18:41audience we look at the personas and we
18:45look are there any different every areas
18:48that we can cover mostly we see websites
18:51that are really mixed up with different
18:54emotional value propositions or if you
18:57talk about a brand you talk about how
18:59what's the position of a brand and also
19:02you can like ask yourself what's the
19:04emotional position of that website
19:07what's the emotional value proposition
19:09so it's the art of making like a
19:13coherent emotional value proposition on
19:16your website not showing pictures that
19:18go in one area and headlines that go
19:21into another area or towards another
19:23area make a coherent emotional
19:28impression so so that's a thing in that
19:34case for example um we tested different
19:37emotional value propositions by using
19:41different copy and this was based not on
19:45personas this was based on different
19:47intents that we saw when we looked at
19:50the Edwards campaigns so this is a
19:54dating website
19:55some people are looking for an adventure
19:58some look searching for the right
20:00partner on a long-term some are
20:03searching for passion
20:04so we developed different emotionally
20:08focused landing pages to make the
20:12landing page more relevant and we also
20:15used different pictures according to
20:18this different intentions finally we had
20:22like 21 different variations and we
20:25connected these variations with the
20:28different campaigns this was like the
20:31the first ever nearly dynamic landing
20:36page that we did to improve relevance
20:40are on the website and it lead it to 15%
20:45more premium subscriptions which was a
20:49lot of money what I want to say a lot of
20:53people look at data analytics data big
20:56data
20:57honestly it's I would say it's useless
21:00if you don't know what you're looking
21:02for so when you're looking at campaign
21:05data you can look at intense emotionally
21:08different types when you do personas you
21:11can match that with the cluster analysis
21:13you do with your clients on your website
21:16so as soon as you know what you're
21:18looking for you get much better insights
21:25so I don't know if you guys have any
21:28more questions because I mean actually
21:33this is like a preview of how to
21:37increase relevance is a preview of how
21:40to use this framework when you're doing
21:44URIs t'k analysis because conversion
21:48optimization means if you want quick
21:51results that you as an expert you're
21:53analyzing website so how do you make
21:55sure that you get the best ideas out of
21:58it and one big mistake that optimizes do
22:03a lot of times is that I look at the
22:05website from their own perspective not
22:07from the
22:09customer or consumer perspective so this
22:11framework will teach you how to get a
22:15better hypothesis for better a B tests
22:20with more results and we talk now about
22:26the first level of that framework
22:28relevance in the upcoming course at
22:32conversion accel Institute I will talk
22:35about these other elements or levels as
22:40well so that everybody is able to make a
22:46great heuristic and expert evaluation of
22:52your website and to create better
22:55hypotheses so any any questions so far
23:05so I see there ah when I do heuristics
23:13all that I look for clarity friction
23:15distraction motivation triggers how does
23:18this match the framework on the screen
23:20ah that that's a good question because
23:23actually it matches quite well so if
23:28you're looking for clarity I would call
23:32that from a user's perspective user user
23:36needs orientation so but user needs
23:40these things in the right order so
23:43before I don't as I as a user don't have
23:47the impression that the website is
23:48relevant and trustworthy I don't start
23:51looking for where should I click so this
23:54is why in this framework you see the
23:57elements are in a certain order and it's
24:00important to know that this checklist
24:03goes one by one distraction friction is
24:09kind of the same we we have here the
24:12level of convenience and also it's
24:15important if you're able to motivate
24:17users with this level stimulants are
24:21conveys and convenience is not that
24:23important anymore
24:24i I I usually say you know Apple could
24:30hide the buy button if they release the
24:35new iPhone because people are so
24:37motivated so it's important to know what
24:42of these factors is important on what
24:44which page so this is what I will teach
24:48you in this course and also there are
24:53some psychological principles that are
24:58combined with these levels so you will
24:59find out what principle what
25:02psychological principle can I use and
25:05what area of the customer journey
25:09so we have an next question that is how
25:12do you define the personas for a certain
25:15ecommerce store when you don't have
25:17enough traffic and analytics for example
25:21a new project I would work with
25:23assumptions first and I also have the
25:27experience that you can make some good
25:29surveys and user research to find out
25:34more about types of customers before you
25:37start a project and also based on the
25:44limbic map an Olympic map is it is a
25:46tool mostly known in Germany so maybe
25:49this is some new stuff I can teach you
25:53based on the limbic map there's a tool
25:55called limbic types so maybe you know
26:00disk as a model or buyer modalities so
26:07this is similar to to that and it's
26:11already certain type so you don't need
26:14your fantasy for creating personas that
26:17maybe don't exist you can use a model
26:22that is already empirical researched and
26:25validated and then create a persona
26:28which means based on that type of
26:31customer ah what does it mean for my
26:34business
26:37good so any other questions I don't see
26:46any if you have more questions if you
26:49want to learn more about that framework
26:51and how to create better personas then
26:54sign up for the upcoming course yeah any
27:03resources to learn more I would say this
27:07this course is the best way to learn
27:09more because yeah as I'm from Germany
27:13published most of my stuff in German you
27:17you won't get a better chance than
27:19signing up for this course I don't know
27:21any material
27:22apart from that so hopefully I see you
27:26there
27:29so yeah thanks for pasting the URL thank
27:40you you're welcome
27:41so I have have a great time everybody
27:44and see you then bye why