Regardless whether we’re offering customers a new product or feature or just try to figure out why so little people sign up to our newsletter: When trying to get people to do what we want them to do, I find it helpful to ask three questions:
- What is the value for them, and how can we increase it?
- What is the investment they need to make in return (time, effort, data, money), and how can we lower it?
- What is their perception of both, and how can we influence it?
My talk propses a small framework I’ve developed that helps me to map these three factors and discover optimization potentials to formulate the right research questions.
3. • look?
• read?
• understand?
• click?
• register?
• create a profile?
• log in?
• subscribe?
• follow / like / add?
Will they ...
• give app permission?
• use feature?
• recommend?
• contact?
• download?
• contribute?
• participate?
• buy?
• return?
4. • win prospects?
• win customers?
• engabe customers?
• retain customers?
... so that we might...
• sell products?
• obtain data?
• get our message across?
• relieve other channels?
• etc.
5. It‘s not about whether they can.
Susan Weinschenk: 7 principles that make your website more engaging youtube.com/watch?v=3J85SUZFXNM
Design for usability
6. It‘s about whether they will.
Susan Weinschenk: 7 principles that make your website more engaging youtube.com/watch?v=3J85SUZFXNM
Design for usability Design for action
9. Best practices, patterns and standard recipes galore
theultralinx.com/perfect-landing-page commerce-persuasion-strategies-gender-divide
10. The bag of psychological design tricks
Susan Weinschenk: 7 principles that make your website more engaging youtube.com/watch?v=3J85SUZFXNM
11. „You can put lipstick on a pig, but it‘ll still be a pig.“
CC flickr.com/photos/atwatervillage/2847838478/
12. A good conversion rate optimization (CRO) process seeks
to form well-informed test hypotheses.
conversionxl.com/wp-content/Essentials-of-Conversion-Optimization-by-ConversionXL.pdf
Technical
analysis
Qualitative
heuristic
walkthrough
Web
analytics
analysis
Mouse
tracking
analysis
Qualitative research
/
surveys
Sum-up and
translate into test
hypotheses
User
testing
1 72 3 4 5 6
Define areas of improvement –
based on experience
& existing customer knowledge
17. get some value:
As a user, I want to...
invest some value:
In exchange, I have to...
• Achieve a task
• Solve a problem
• Satisfy a need
• My time
• My mental effort
• My data
• My money
€
22. • Attractiveness of value
• Pressure of situation
• Context of action
• Alternate solutions
How compelling is the value?
(or: is the carrot big enough?)
I love fresh, crunchy carrots!
I need to cook something this evening!
I‘m standing near the vegetable shelf.
My fridge is empty,
the next supermarket is far away,
I can‘t cook the recipe with tomatoes.
23. Value:
Example: Check my frequent flyer miles
Knowing how many
miles I was credited
for last weeks‘ flight
• Attractiveness: Medium
• Pressure: None
• Context: Random
• Alternate solutions:
Don‘t do / do later
24. Value:
Example: Check my frequent flyer miles
Cost:
Knowing how many
miles I was credited
for last weeks‘ filght
6. Check my mileage account
1. Take smartphone and unlock
2. Select & start browser app
3. Search & find airline website
4. Search & find frequent flyer login
5. Enter username & password
6.
Task Shifts are costly:
Must do A & B to achieve C
-> Cost adds up throughout
the process
25. 1. Go to online shop
2. Select categories / set filters
3. Narrow down selection
4. Select product
5. Select color & size
6. Enter adress, payment data, t&c, ...
7. Complete purchase
Value:
Buy shoes online
Cost:
Need new shoes!
€
8. Wait for delivery
9. Receive / collect delivery
79,80 €
Breaks are costly:
- Wait
- Change medium
- Change location
- Switch applications
- Switch device
27. (Linkedin 2016 vs. 2012)
thenextweb.com/insider/2015/08/16/when-pain-is-a-good-thing/
28. Value:
Who‘s looked at
my profile?
See who‘s visited your profile
Cost:
1. Click link in email
2. See profile visitors on website
Sucessful transaction:
If value is high enough, cost
may be raised above
minimum
29. Value:
II want a 0.05%
higher interest on
my money.
Open a daily allowance account in germany
Cost:
1. Enter personal data (25 fields)
2. Select username (6-12 characters + numbers)
3. Read and accept terms & conditions
4. Read & unterstand next steps
5. Print PostIdent coupon
6. Go to post office, wait in queue
7. Have identification check made
8. Wait three days
9. Receive confirmation mail: ID checked
10. Wait another three days
11. Check bank account for test transfer
30. Value:
II want a 0.05%
higher interest on
my money.
8. Wait three days
9. Receive confirmation mail: ID checked
10. Wait another three days
11. Check bank account for test transfer
12. Open confirmation mail again
13. Download PDF instructions & read
14. Go to login page of bank
15. Enter user name
16. Take smartphone, receive mTAN
17. Read & type mTAN in field
18. Select password (6-12 characters + numbers)
19. Define two security questions
20. Enter test transfer amount
21. Transfer your money to new account
Bad deal:
Value too small,
and ridiculously
overpriced
33. Compare competitors and alternate solutions:
Our offering: Competitor: Current Solution: Do nothing:
34. B2B app for beverage wholesale ordering
Take smartphone
Turn on & unlock
Swipe to homescreen #2
Select/ start ordering app
Select type of beverage
Select product / flavour
Value: Cost of using app:
I need to reorder
50 crates of
lemonade for my
restaurant.
Date & adress of delivery
Submit order
Bottle size / quantity
Pick up fixed line phone
Call contact #5
Cost of calling salesman:
„Same as last week?“ „yes.“
35. BMW remote app
Take smartphone
Turn on & unlock
Swipe to homescreen #2
Select & start BMW app
Select unlock function
Press „unlock“
Value: Cost of app:
I want to drive
home.
Sit inside
Start engine & drive
Open door
Take key
Unlock car
Cost of using key:
Sit inside
Start engine & drive
Open door
boagworld.com/marketing/users-will-always-choose-the-easiest-option
37. Value:
Ingredients app for large restaurant chain
Knowing about the
ingredients in the
food & where they
come from
1. Take Smartphone, turn on, unlock
2. Find & start app store
3. Find restaurant app
4. Download & install restaurant app
5. Find & start restaurant app
6. Select receipt scanner function in app
8. See & read content on ingredients
Cost:
7. Scan code on receipt
38. Value:
Can we lower the cost?
Knowing about the
ingredients in the
food & where they
come from
1. Take Smartphone, turn on, unlock
2. Find & start browser
3. Type in short vanity url on receipt
4. See & read content on ingredients website
Cost:
39. Value:
Can we increase the core value?
Knowing about the
ingredients in my dish
today & where
exactly they come
from
1. Take Smartphone, turn on, unlock
2. Find & start browser
3. Type in short vanity url on receipt
4. Give page location permission
Cost:
5. See & read content on ingredients website
40. Value:
Can we offer additional value?
Knowing about the
ingredients in my dish
today & where
exactly they come
from and get a 20%
off on next meal
+
Cost:
7. Redeem coupon
6. Downlad coupon
€
1. Take Smartphone, turn on, unlock
2. Find & start browser
3. Type in short vanity url on receipt
4. Give page location permission
Cost:
5. See & read content on ingredients website
41. Can we lower the cost even more?
Cost of a printed flyer:
Too cheap:
We need CRM data and
trackability!
Value:
1. Take Flyer
2. See & read content on ingredients
Knowing about the
ingredients in the
food & where they
come from
43. Could we offer something more...
• substantial?
E.g. comprehensive study, not just a one-page whitepaper
• specific?
E.g. recipe newsletter specifically for vegan gourmets
• individual?
E.g. “your fastest way to work now“, not just city traffic news
• unique?
E.g. „the only email client you can transfer money with“
Increase value #1: Quality
44. Would it help to offer ...
• larger amounts?
20 GB, not just 10 GB / 2 months free trial, not just one
• higher frequency?
Daily updates, not just weekly
• additional value on top?
“15% off on all products if you subscribe to our newsletter“
Increase value #2: Quantity
45. How can we reduce ...
• task shifts?
Do users absolutely have to log in to see our price list?
• breaks?
(change of software, device, medium, location ...?)
Can‘t people answer directly within their email client?
• waiting time?
Why does it take three days to activate new accounts?
Lower cost #1: Leass shifts, less hurdles
46. More minimalistic?
Help and examples?
Smart Defaults?
More intuitive?
Personal data import?
Selection recommendation?
Lower cost #2: More flow, less cognitive load
Susan Weinschenk: 100 things designers should know about people, 2011
47. Do we really really need ...
• title, gender, first & last name, mobile + fixed line number,
exact birth date, etc. (at this point)?
• App permission to access photos, contacts, location, ...?
• Cookie permissions?
Lower cost #3: Ask for less data?
49. Distinguish: mandatory vs. nice-to-have costs.
Essential for
function /
compliance
(feasibility)
Essential for
business
goals
(viability)
Everything
else:
Kill it!
Value: Cost:
Space for discussion
50. Business goals: What do we want to attain?
Quality or Quantity?
Set cost as
low as possible
Convert much
Set cost as
high as necessary
Convert well
- Online-Shops
- Well-known products
- App permissions
- Lead qualification
(e.g. dating, recruiting)
- User gen. Content quality
- Complex / products
52. How can we show the deal from its best side?
Increase
value
Lower
cost
Influence
perception
€
53. Users need answers to six questions:
What‘s in it for me?
Promise value
What do I have to invest
in return?
Disclose cost
Why should I trust you?
Deliver proof
How does it work?
Explain solution
How is it superior?
Differentiate
Why should I do this
now?
Trigger action
54. What‘s in in for me?
Show the value effect: I want that, too!
55. What‘s in it for me?
Communicate value effect rather than features
blog.intercom.io/give-your-customers-best-practices-not-just-faqs/
56. How does it work?
Show concrete, realistic examples
57. How is it superior?
Refer to the pain of current solutions
58. What do I have to invest?
Be transparent about the deal, show cost advantages
59. Freebies / Try before you buy
Guarantees
Trust brands
Data proof
Social proof
Reference brands
Why should I trust you?
Deliver credible evidence
60. Why should I act now?
Ask for the investment when the value is most evident
Contacts access permission given:
• On app onboarding: 67%
• On sharing first photo: 99%
61. Why should I act now?
Create a sense of urgency.
Call to Action
Scarcity / FOMA
Cost of not acting
62. • Value beats feature
• Story beats description
• Proof beats promise
• Genuine beats fake
• Supporting beats manipulating
Make-up tips:
All to be proven with data
for your particular project
(just like anything
said in this talk)
63. Checklist: Define areas of improvement
to develop your hypotheses.
Increase value:
More substance?
More specific?
More individual?
More unique?
Higher amount / frequency?
Lower cost:
Less task shifts?
Less breaks / waiting time?
Less data?
Less money?
Influence perception:
Sharpen value promise?
Explain more concretely?
Convey uniqueness?
€
Make cost transparent?
Deliver proof?
Trigger action?
Conversion Rate Opt Blogs sind voll mit Tricks die nicht auf spezifische Situation eingehen
Das Problem: All das ist nur Kosmetik. Der DEAL dahinter muss stimmen!
Test hypothesis: If we change X, it might have a positive impact.
What are the questions to ask to come up with a strong hypothesis?
What are the questions to ask to come up with a strong hypothesis?
Kog. Belastung: Verarbeiten von Komplexität, vis. Information, Anspannung, Unsicherheit
GILT NICHT NUR FÜR LANDING PAGES
Scrum User Stories „As a user ...“
Redeem miles for some cool reward
Redeem miles for some cool reward
Attractiveness: Medium
Pressure: None
Context: Random
Alternate solutions: Dont do, do later, do on laptop
Huge cost of time, complexity, data AND money – but value is high
Das ist schon ne komplette große User Journey
Das ist schon ne komplette große User Journey
Das ist schon ne komplette große User Journey
Das ist schon ne komplette große conversion Journey
Das ist schon ne komplette große conversion Journey
Um rauszukriegen, welches Wert-Kosten-Verhältnis angemessen ist, muss man sich auch die Konkurrenz ansehen
Customer Large Beverage wholesaler
My telephone salesman
There‘s not even a break pount in the process!
Goal is to get message across – iongredients are healthy & of high quality – but what is the value for the customer?
All lettuces in our salads are derived from organic agriculture
Low value high cost
Goal is to get message across – iongredients are healthy & of high quality – but what is the value for the customer?
All lettuces in our salads are derived from organic agriculture
Low value high cost
„All lettuces in our salads are derived from organic agriculture“
Tap in supply chain data to track exact provenience
„The lettuce leaf you‘re eating comes from farmer smith, his organic farm is 30 kilometers noth of you & you‘re invited to go & visit him“
Scrum User Stories „As a user ...“
Scrum User Stories „As a user ...“
Scrum User Stories „As a user ...“
Scrum User Stories „As a user ...“
to get a car insurance quote – need to enter your Car identification code
Picture shows you where to find it in your vehicle registration document