3. Seriously. It's loaded with juicy stats guaranteed to get a retweet!
#ConvRoadTrip #CRO
@aschottmuller
Tweet this session!
Angie Schottmuller @aschottmuller #ConvRoadTrip
4. PEOPLE FORM FIRST IMPRESSIONS ABOUT
PEOPLE IN 100 MILLISECONDS.
That's 0.1 or 1/10th of a second.
Angie Schottmuller @aschottmuller #ConvRoadTripSource: Princeton University Research Study 2006, Reference: ConversionXL.com, Image source: reddit.com
attractiveness, likeability, trustworthiness, competence, aggressiveness
7. PEOPLE FORM FIRST IMPRESSIONS ABOUT
WEB PAGES IN 17 MILLISECONDS.
That’s 1/59th of a second.
Angie Schottmuller @aschottmuller #ConvRoadTripReference: Google Research 2012. Image source: cheapwebdesign.co.uk
9. 98% of first-time
visitors will NEVER
RETURN to your site.
Angie Schottmuller @aschottmuller #ConvRoadTrip
- HubSpot 2014, How to Decrease Your Bounce Rate
10. THEY CAME.
THEY PUKED.
THEY LEFT.”
- @Avinash Kaushik, Analytics Expert
Angie Schottmuller @aschottmuller #ConvRoadTrip
“
WEB BOUNCE =
18. Angie Schottmuller @aschottmuller #ConvRoadTrip
T E S T
Y O U R E Y E S &
D I S C E R N F I R S T
I M P R E S S I O N S W / S I M P L E
C O N T E N T U S A B I L I T Y T E S T S .
P H Y S I O L O G Y I S K E Y T O U N L O C K C O N V E R S I O N S .
21. 5-SECOND TEST:
WHAT DO YOU REMEMBER?
Who is the company?
What are they offering?
Do they appear credible? (-1, 0, +1)
What's the call to action?
Angie Schottmuller @aschottmuller #ConvRoadTrip
22. 5-SECOND TEST:
WHAT DO YOU REMEMBER?
IDENTITY
OFFER
CREDIBILITY
CALL TO ACTION (CTA)
Angie Schottmuller @aschottmuller #ConvRoadTrip
23. Angie Schottmuller @aschottmuller #ConvRoadTripExample: midwest-dental.com
5-SECOND TEST USABILITY ASSESSMENT:
WHAT’S BEING OFFERED?
WHO’S THE COMPANY?
WHAT’S THE CALL TO ACTION?
DO THEY SEEM CREDIBLE?
24. Angie Schottmuller @aschottmuller #ConvRoadTrip
5-SECOND TEST
PLAN AUDIT:
FACTOR DESIRED ACTUAL
IDENTITY Byers’ LeafGuard
OFFER LeafGuard Gutters [50% off install]
CREDIBILITY +1
CTA Get Estimate
27. WHAT’S THE MOST OBVIOUS PAGE ELEMENT?
Angie Schottmuller @aschottmuller #ConvRoadTripExample: championwindow.com
6-FOOT TEST USABILITY ASSESSMENT:
WHAT ARE THEY OFFERING?
WHO IS THE COMPANY?
GOAL:
1- Call-to-Action Button
2- Hero Shot Image/Video
3- Headline
30. Angie Schottmuller @aschottmuller #ConvRoadTripExample: bigcommerce.com. Usability Test Credit to Squareweave: ▶ The User is Drunk
"USER IS DRUNK" USABILITY ASSESSMENT
ARE DISTRACTIONS REMOVED?
IS THE CTA OBVIOUS IF BLURRY?
ARE GUIDED DIRECTIONS PROVIDED?
VIRTUAL REALITY EXPERIENCE: Squint your eyes and move your head back and forth.
IS THE CTA REPEATED?
45. Example site: Byers’ LeafGuard and Red Wing Shoes Spring Promo 2015 Angie Schottmuller @aschottmuller #ConvRoadTrip
IDENTITY
OFFER
CREDIBILITY
CTA
Call (800) 977-5323
Quick Estimate & 20% OFF
Open ‘til 4pm TODAY
M-F, 8am – 4pm CT
46. The CALL TO ACTION should be the
FIRST THING TO STAND OUT
on any piece of marketing.
Angie Schottmuller @aschottmuller #ConvRoadTrip
CLICK if you AGREE
63. THE HUMAN EYE JUMPS
3X A SECOND
TO CAPTURE NEW
VISUAL INFO.
Angie Schottmuller @aschottmuller #ConvRoadTripResearch Study by New York University, Jan 2011, Source: sciencedaily.com. Image source: clker.com.
64. The eye WANTS to find
that complementary color.
Angie Schottmuller @aschottmuller #ConvRoadTrip
65. The eye WANTS to find
that complementary color.
Angie Schottmuller @aschottmuller #ConvRoadTrip
NEEDS
^
66. LEAD IT TO YOUR CTA.
Angie Schottmuller @aschottmuller #ConvRoadTripImage source: ingenexdigital.com/
68. 12
6
9 3
4
57
8
10
11 1
2
COMPLEMENTARY COLOR CTA BUTTON
CLOCKWORK CONVERSION COLOR MODEL - KEY #1
Angie Schottmuller @aschottmuller #ConvRoadTrip
MAIN COLOR
CTA COLOR
Main and CTA color hues
should be about 180’ apart
on an HSB color palette.
71. RESERVE CTA COLOR ZONE
CLOCKWORK CONVERSION COLOR MODEL - KEY #2
Angie Schottmuller @aschottmuller #ConvRoadTrip
Reserve analogous hues
within 45’ (HSB) of the CTA
color to ensure the eye lands
on the CTA.
12
6
9 3
4
57
8
10
11 1
2
CTA COLOR ZONE
73. PURE HUE
SHADE
(+ BLACK)
TONE
(+ GRAY)
TINT
(+ WHITE)
USE PURE COLOR FOR CTA BUTTON
CLOCKWORK CONVERSION COLOR MODEL - KEY #3
Angie Schottmuller @aschottmuller #ConvRoadTrip
PURE COLOR
SOLID BUTTON
PURE COLOR
GRADIENT BUTTON
Pure color HSB saturation and brightness values are >= 85%
CTA LINK TEXT
(Complementary Shade)
77. 12
6
9 3
4
57
8
10
11 1
2
NEUTRALIZE NON-CTA COLORS
CLOCKWORK CONVERSION COLOR MODEL - KEY #4
Angie Schottmuller @aschottmuller #ConvRoadTrip
NO PURE OR
CTA ZONE
COLORS
MAIN COLOR
PURE
SHADE
(+ BLACK)
TONE
(+ GRAY)
TINT
(+ WHITE)
Neutralized color HSB
saturation and brightness
values are < 85%
104. BOUNCE RATE (ORIGINAL)
PRIOR TO JULY 2012
User enters and exits the same page.
Angie Schottmuller @aschottmuller #ConvRoadTrip
JULY 2012
11
105. "ADJUSTED" BOUNCE RATE (ABR)
AS OF JULY 2012
User enters and exits the same page
WITH NO INTERACTION.
Angie Schottmuller @aschottmuller #ConvRoadTrip
JULY 2012
12
106. A LOGGED EVENT QUALIFIES AS
AN "INTERACTION"
i.e. Logging an event at a 5-second view time (or whatever "first impression" time makes sense for
your audience) results in Google Analytics NOT counting the visit as a bounce.
Angie Schottmuller @aschottmuller #ConvRoadTrip
111. PEOPLE FORM FIRST IMPRESSIONS ABOUT
WEB PAGES IN 17 MILLISECONDS.
Angie Schottmuller @aschottmuller #ConvRoadTripReference: ConversionXL.com, Google Research 2012. Image source: cheapwebdesign.co.uk
112. FIRST IMPRESSION REHAB ACTION PLAN:
Implement Analytics Tracking
Free GA code: http://bit.ly/gaeventtrackingforcro
Audit Your Website Color Palette
“Clockwork Conversion Color Model”
Leverage Quickie Usability Tests
5-Second, 6-Foot, "User is Drunk" Tests
Angie Schottmuller @aschottmuller #ConvRoadTrip
113. KEY TAKEAWAY:
Your persuasive content and design psychology is
futile if the user's eye can't detect it.
USE PHYSIOLOGY
to stage an awesome party.
(and magical rainbow ponies when necessary.)
Angie Schottmuller @aschottmuller #ConvRoadTrip
114. Angie Schottmuller @aschottmuller #ConvRoadTrip
Google Event Tracking for CRO:
http://bit.ly/gaeventtrackingforcro
Hero Shot Scorecard:
http://bit.ly/heroshotintro
PARTY FAVORS!
116. Get Your Optimization Scorecard
...or contact me for FREE consultation
Angie Schottmuller | angie@interactiveartisan.com | @aschottmuller
STRUGGLING WITH
PHYSIOLOGY REHAB?
Image source: opt-imaging.com
Image src: https://www.reddit.com/r/Cutouts
Reference: First Impressions Matter: The Importance of Great Visual Design http://j.mp/1s7oy7S - ConversionXL, Nov 2012
Original Source: http://www.theguardian.com/science/2006/aug/23/usnews.internationalnews
It takes only one tenth of a second for us to make up our minds about people. Princeton University, in the US, said. They found that people made judgements about the attractiveness, likeability, trustworthiness, competence and aggressiveness of other people after looking at their faces for 100 milliseconds.
Image src: https://www.reddit.com/r/Cutouts
Reference: First Impressions Matter: The Importance of Great Visual Design http://j.mp/1s7oy7S - ConversionXL, Nov 2012
Original Source: http://www.theguardian.com/science/2006/aug/23/usnews.internationalnews
It takes only one tenth of a second for us to make up our minds about people. Princeton University, in the US, said. They found that people made judgements about the attractiveness, likeability, trustworthiness, competence and aggressiveness of other people after looking at their faces for 100 milliseconds.
Img: http://www.clker.com/clipart-eye-4.html
Article: http://www.sciencedaily.com/releases/2011/01/110110103737.htm
The study was conducted by researchers at University Paris Descartes, New York University's Department of Psychology, and Ludwig-Maximilian University in Munich
http://ingenexdigital.com/create-tracking-url/
http://pinterest.com/pin/114349278011328159/
Lemon landing page example with a reserved, complementary color for the call-to-action button.
http://pinterest.com/pin/114349278011328159/
Lemon landing page example with a reserved, complementary color for the call-to-action button.
Only one complementary CTA color instance s/b visible on-screen at a time. (Remove or downplay others as needed.)
Note: CTA color is NOT equal to site link color.
*only one primary cTA per page. Only one complementary CTA color instance visible on-screen at a time.
Image src: https://www.reddit.com/r/Cutouts
Reference: First Impressions Matter: The Importance of Great Visual Design http://j.mp/1s7oy7S - ConversionXL, Nov 2012
Original Source: http://www.theguardian.com/science/2006/aug/23/usnews.internationalnews
It takes only one tenth of a second for us to make up our minds about people. Princeton University, in the US, said. They found that people made judgements about the attractiveness, likeability, trustworthiness, competence and aggressiveness of other people after looking at their faces for 100 milliseconds.