Learn how people make decisions—based on emotion versus rationality.
- One of the most exciting areas in marketing today…is the study of behavioral economics,…which shows how psychological, cognitive,…and emotional factors influence how people make decisions.…This area of study has shown…that people do not make decisions purely rationally.…In fact, the majority of decisions are made first…based on emotion and then later rationalized.…I'll show you an example from one of WiderFunnel's clients.…Heifer International is a wonderful…not-for-profit organization that delivers…revenue-producing animals for families in need.…
They had a challenge of facing increasing competition…from other options for people's tax donations,…and they needed a way to encourage people to do a good thing…by donating to a worthy cause.…In addition to optimizing the typical user experience…and persuasion elements in their website experience,…we also decided to test cognitive bias triggers…that would tap into visitors' inner desires.…You may be familiar with the self-consistency bias…that Robert Cialdini described in his book…
Author
Chris Goward
Released
10/18/2018- Recognize that focusing too much on conversion rate optimization can hurt sales.
- Distinguish the area of CRO that focuses on the transaction portion of a business.
- Identify which business goals CRO testing is most effective for.
- Predict which type of pages you can test quickly that will have the largest impact to your business.
- Explain the difference between PODs, POPs, and POIs.
- Describe the two overarching goals of CRO experiments.
Skill Level Intermediate
Duration
Views
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Introduction
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1. Understanding Conversion Rate Optimization
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Debunking CRO myths3m 31s
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Using framework thinking2m 11s
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2. Setting CRO Goals
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Identifying goals2m 50s
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Ranking your goals4m 16s
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3. Understanding Your Target Audience
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Identifying cognitive biases2m 48s
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4. Prioritizing Testing Opportunities
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Prioritizing high-ease pages2m 22s
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5. Creating Test Hypotheses
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Using the LIFT model2m 41s
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LIFT analysis case study3m 36s
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6. Setting Up Your Test
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7. Analyzing Your Test Results
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8. Be an Optimization Champion
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Video: Identifying cognitive biases