It happens everytime: As soon as a speaker shows a successful A/B-test result on a conference, all smartphones are raised up in the air to capture the insight. Most optimizers are searching for best practices on the level of operative results top copy them. Unfortunately things that work for company A do not work for company B. But you can copy something else: What most optimizers are missing, is an effective process to generate successful results with tons of uplift - so they don’t need to test the ideas of somebody else. After studying the optimization processes of companies like Amazon, Airbnb, Dropbox or booking.com, André developed a system that is based on their success factors. In this talk you’ll learn how this system works.

1. © Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN
Psychology and Neuromarketing
How To Build Digital Experiences That Grow
@morystweet me!

2. © Andre Morys, Web Arts AG www.web-arts.com2
André Morys
@morys

3. © Web Arts AG www.web-arts.com
We Help Top 100 E-Commerce Companies to GROW!
3
0
1,5
3
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6
2008 2009 2010 2011 2012
CRO Volumen (Mrd. !)
Unsere Kunden
E-Commerce
Telekommunikation
Portal
Finanzen
Leadgenerierung
Travel

4. © Web Arts AG www.web-arts.com
>150 Conversion Experts in >20 countries
4
Web Arts is founder of the
Global Optimization Group

5. © Andre Morys, Web Arts AG www.web-arts.com13

6. © Andre Morys, Web Arts AG www.web-arts.com14

7. Your are too dumb to buy.

10. © Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN

11. © Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN
R E D U C E F R I C T I O N R A I S E M O T I VAT I O N
Average Uplifts of Experiments

12. ROI
I have to do it
Brand, Habit
I want to do it
Motivation, Psychology
I‘m able to do it
Usability, Accessability, Visibility
Web Arts ROI Pyramid

13. © Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN
Nucleus Accumbens = Reward System
Sex
Alcohol
Apple Products / Shoes
3

14. © Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN

15. © Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN
You wanna talk to me?
100$.

16. © Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN
74% Conversion Rate

17. © Andre Morys, Web Arts AG www.web-arts.com
Top 10 E-Commerce Ventures Germany 2014
35
@morys
No Accident!

18. © Andre Morys, Web Arts AG www.web-arts.com36
„If you
double the number of
experiments
you do per year you're going to double
your inventiveness“
Jeff Bezos, CEO amazon, 2004
Instant
Gratifi-
cation
Behavior
Pattern #1
Commit-
ment
Behavior
Pattern #3
Con-
venience
Behavior
Pattern #2
Habit

19. © Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN
The Asch Elevator Experiment, 1962

20. © Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN

21. V1 - Discount V2 - „only 48h“
136,3%
Uplift

22. Psychologically Engineered Growth
HRS Booking.com
Herding
Behavior
Pattern #1
Scarcity
Behavior
Pattern #2
Positive
Feedback
Behavior
Pattern #3

23. © Andre Morys, Web Arts AG www.web-arts.com56
„If you can‘t describe what
you are doing as a process,
you don‘t know what you
are doing.“
William Edward Deming

24. Build Measure LearnAnalyse
Find out, what motivates
your customers
Build A/B-Tests that can
really change behavior
Measure the impact Learn and scale!

25. © Andre Morys, Web Arts AG www.web-arts.com61
André Morys
CEO
Web Arts AG
andre.morys@web-arts.com
Tel. +49.6172.68097-15
www.web-arts.com
Thank You!
follow me to get more growth
knowledge: @morys