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Conversion Garden
User Identification and
Psychology
The New Way to Convert in 2015
Conversion Garden
Xavier
Colomés
Natzir
Turrado
Conversion Garden
Conversion Garden
What is User Identification?
From a Browser To an individual
Conversion Garden
http://janrain.com/resources/white-papers/marketings-new-imperative/
Marketing isn’t changing…
…it has already changed.
User today expect targeted, consistent, seemingness experience. They
don’t want to adapt their experience to a device, they expect the device to
adapt to them.
90% 83% 77%
Conversion GardenUntargeted advertising
Conversion Garden
https://www.flickr.com/photos/altimetergroup/14216439537/in/photostrea
m/
Benefits of User Identification
Customer
centered
Analytics
Multi device
tracking
Better A/B
testing
Increase CR
Analysis
Testing Channels
Engaging
Conversion Garden
We know:
• What she is browsing
• The device specs
• The origin of the session
• How long she stayed
• Events and goals
• What she did
http://pas-wordpress-media.s3.amazonaws.com/wp-content/uploads/2013/10/Girl-on-
smartphone-in-front-of-clothing-store-1024x682.jpg
Benefits of User Identification
Conversion Garden
• Jennifer Long, 28,
Manchester
• Only buys with Coupon
Codes
• Downloads and uses the
iPhone app
• She is member or our
couponing platform
• She loves accessories
• Who she is
Benefits of User Identification
Conversion Garden
https://www.flickr.com/photos/altimetergroup/14281921648/
Benefit 1: Customer centered Analytics
Benefits of User Identification
Conversion Garden
Benefit 2: Multi device tracking
Benefits of User Identification
Conversion Garden
http://content.monetate.com/h/i/12311892-how-do-social-login-sharing-
affect-ecommerce
By directly reducing the Cart Abandonment and having continuation in the
web experience
Benefit 3: Increase Conversion Rates
Benefits of User Identification
Conversion Garden
Benefit 4: Better testing
A
B
A
B
A
B
Benefits of User Identification
Conversion Garden
https://www.flickr.com/photos/altimetergroup/14423050033/in/photostr
eam/
Login is just the 1st step
Conversion Garden
How to get them to login
and register?
Conversion Garden
Can you Identify yourself,
please?
https://www.intellihub.com/wp-content/uploads/2014/08/281013check.jpg
How to do it
Conversion Garden
Can you Identify yourself,
please?
http://www.vosizneias.com/wp-content/uploads/2014/11/Smartphone-
Hotel-Chec_sham-1.jpg
How to do it: Real value
Conversion Garden
• Why we are doing it?
What is the plan? Login for what?
• Why our user would like to do it?
What is the value for the user?
2XWHY
Conversion Garden
http://bcove.me/thowh43r
Be transparent about it
Conversion Garden
There a whole ocean of possibilities
one click away. Just one click.
But boy, it’s not easy
www.Kschool.com
Conversion Garden
PSYCHOLOGY &
DESIGN FOR BEHAVIOR CHANGE
Conversion Garden
B = m + a + t
behavior
motivation ability trigger
BJ Fogg Behavior Model: http://goo.gl/p3QZa6
BJ Fogg Behavior Model
Conversion Garden
Triggers
fail here
High
Motivation
Motivation
Ability
Low
Motivation
Easy to Do
Triggers
succed here
Hard to Do
BJ Fogg Behavior Model: http://goo.gl/p3QZa6
BJ Fogg Behavior Model
Conversion Garden
High
Motivation
Motivation
Ability
Low
Motivation
Easy to DoHard to Do
BJ Fogg Behavior Model: http://goo.gl/p3QZa6
BJ Fogg Behavior Model
www.Kschool.com
Conversion Garden
MOTIVATION
Conversion Garden
The mindlessness of ostensibly thoughtful action: http://goo.gl/KtKh75
Excuse me, I have five pages.
May I use the Xerox
machine?
Excuse me, I have five pages.
May I use the Xerox machine,
because I have to make
copies?
Excuse me, I have five pages.
May I use the Xerox machine,
because I’m in a rush?
Xerox machine experiment
Conversion Garden
60%
93% 94%
with 5 pages
NO REASON NON SENSE REASON LOGICAL REASON
The mindlessness of ostensibly thoughtful action: http://goo.gl/KtKh75
Any reason is better than no reason
Conversion Garden
24% 24%
42%
with 20 pages
NO REASON NON SENSE REASON LOGICAL REASON
The mindlessness of ostensibly thoughtful action: http://goo.gl/KtKh75
But a GOOD reason is required
Conversion Garden
BOOKING
Booking gives us 3 reasons (M)
Conversion Garden
IMDB
IMDB: Reasons are the Wishlist & Perso
Conversion Garden
CNN
CNN: “Be part of” & “Sharing” / Belonging
Conversion Garden
Embedded Persuasive Strategies to Obtain Visitors’ Data:
http://goo.gl/MurIup
+20 %
#14
Reciprocity is better than a reward
Conversion Garden
MARKETING WEEK
Giving the reward late
Conversion Garden
ELMUNDO.ES
Giving the reward first = Reciprocity
Conversion Garden
BETABRAND
#14
Use of behavioral economics: decoy
Conversion Garden
#14
Value of Personalization
Today’s Shopper Preferences: Channels, Social Media, Privacy,
and the Personalized Experience: http://goo.gl/wjHCXF
Conversion Garden
#14
Value of Personalization
Web personalization as a persuasion strategy, an ELM perspective:
http://goo.gl/xlfGpw
Conversion Garden
#14
Advances in Affective and Pleasurable Design: http://goo.gl/JLyhM6
Value of Personalization
Conversion Garden
ANIMALEAR
Personalization + Lead nurturing example
Conversion Garden
ANIMALEAR
Personalization + Lead nurturing example
Conversion Garden
ANIMALEAR
Personalization + Lead nurturing example
Conversion Garden
ANIMALEAR
Personalization + Lead nurturing example
Conversion Garden
ANIMALEAR
Personalization + Lead nurturing example
Conversion Garden
ZAPPOS
Continued Cross Device Experience
www.Kschool.com
Conversion Garden
ABILITY
Conversion Garden
Web Stress: http://goo.gl/vRJJGl
Give personal data is stressing
Conversion Garden
Web Stress: http://goo.gl/vRJJGl
Speed matters
Conversion GardenHow to increase ability
• Auto-focusing the first text field
• The password only once
• Allowing to unmask their password
• Auto-fill
• Log in in the same page
• Or just… social login
Conversion Garden
BETABRAND
On Page lean login example
Conversion Garden
THE NEW ZEALAND HERALD
New Zeland Herald: good example
Conversion Garden
CHANNEL 4
Almost there
Conversion Garden
Anonymous Login: http://goo.gl/PrDfrB
Anonymous Login with Facebook
Conversion GardenSome tips on Social Login
• Make clear if you are storing any
data from the social network.
• Make clear if you will access their
profile data at all.
• Never publish on users timeline
without consent.
• Test the # of social logins
www.Kschool.com
Conversion Garden
TRIGGER
Conversion Garden
Cognitive Science and Design: http://goo.gl/9adHcj
Peripheral view is faster than front
Conversion Garden
GMAIL
Gmail uses it
Conversion Garden
WIKIPEDIA
Wikipedia is testing it
Conversion Garden
WIKIPEDIA
Wikipedia is testing it
Conversion Garden
ANALISTASEO.ES
Icegram
Conversion GardenBells are an standard now
Conversion Garden
BOOKING
Booking tests Bells vs Messages
Conversion Garden
7 tips grow your emails: http://goo.gl/EnQsLn
Timing is important: Test it
Conversion Garden
WOLFANDBADGER
Great example but timing can be improved
Conversion Garden
ZALANDO
Zalando: Too pushy
www.Kschool.com
Conversion Garden
RECAP
1. A REASON
2. AN EASY WAY TO REGISTER
3. A TRIGGER (FORMAT & TIMING)
AND A LOT OF TESTING ;)
Conversion Garden
@Xavier_Colomes
@natzir9
Thanks for celebrating
#CRODay with us
Questions?

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