In England we still walk on the head. How is it that a multitude of English, German or Dutch websites successfully exploit the latest research results in behavioral economics when in England you really have to search to find sites that exploit these techniques?
Is it because the researchers are English-speaking and publish in English? And we won’t speak Shakespeare’s language well enough here? I’ll let you solve this puzzle yourself …
Yet the results are simply staggering:
- + 57% of sales with an ultra-easy “visual location” technique;
- + 39.8% of sales (and often much more) by introducing “decoy” offers that no one wants;
- + 230% clicks using the von Restorff effect (again ultra easy: 5 seconds to implement).
In this series of three articles you will learn through concrete examples how you can use these techniques for your site and thus increase your conversion rates. You will understand the scientific foundations (key research results) and the proofs of the results via concrete applications.
These techniques also work easily online and offline. On ecommerce sites, blogs, hosted application sales (SaaS) sites, and even (if not particularly) if you sell web design.
And the best part: I guarantee they can’t lower your current conversion rates. That is to say, you can use these techniques even without A / B Testing (on the other hand, A / B Testing will allow you to further refine your results).
Here I would talk to you about visual tracking. I will book the next article on the von Restorff effect (a German psychologist), soon on webmarketing-com.com. And then you will find the last fascinating article on decoy offers on conversions2.com.
So… stay tuned :).
The power of “visual cue”.
Did you know that only 1% of what we see “enters” through our eyes into the brain (Henry Markram, neuro-scientist and Director of Blue Brain, explains this in this TED Talk)?
The rest is, surprisingly correct, “inferred” by your brain. It’s only your “fovea” that allows you to see exactly. It is right in the middle of your retina. This fovea is about the size of your thumbnail if you look at your thumb with your arm straight.
You now understand the importance of “Guide” your visitor’s fovea to very important elements (for your conversions) on your page (eg a form, a call to action, critical information, etc.).
How can you achieve this?
Simply, by using visual cues on your page in the periphery of vision of your visitors. These visual cues can be very obvious (e.g. arrows), more subtle (for example an image with the gaze of a person focused on an important element on your page), or even very subtle (e.g. arrow-shaped text).
Thus, a visual identification is a signal that your brain extracts from your fields of vision to direct your attention to an important element.
As several scientific studies and a multitude of tests have demonstrated, as well as our own experiences with our customers, Visual tracking is one of the easiest conversion optimization elements to implement, giving the best ROI of your time and money.
You even meet visual markings daily: Imagine an airport where you have to go to your boarding gate without signs! At an airport, visual locations are so basic that we are even more aware of it. They show us where to look and where to go. They lead the crowds and guide us so as not to be lost. It’s like on a web page.
Are you going to tell me, then very concretely, what can I do?
Here are 4 very concrete examples of visual identification:
What will you do to increase the click rate of this Adwords ad by + 25%?
Jeremy Shoemaker, creator of the famous Shoemoney blog, found a “visual cue” that took him 5 seconds to set up. To increase the CTR by + 25%. What a KING!
I’ll show you what he did right away.
Or take this example of a hotel chain in the Netherlands:
The problem with Online Dialog, the agency responsible for the optimization of this page, was that there were several calls to action (CTA) below the fold (that is to say below the part visible from the page when you open your browser). The first CTA which was not immediately visible is here on the part with the plane, another followed even lower.
How would you have increased the probability that the visitor scrolls the page?
In a moment you will learn it!
Here’s what Jeremy Shoemaker did first:
A simple little formatting of the ad:
- Create an arrow shape with the words in bold.
- Create an arrow shape with the line length.
And hop: CTR + 25%!
Here’s what Online Dialog did, bewilderingly simple:
Simply by adding arrow-shaped markings that are visible each time at the bottom of the visible part of the page in the browser caused 25% of visitors to scroll to the end, compared to just 5% previously. 5 times more! (You can measure the frame rate with solutions like crazyegg.com)
Result: 57% more sales on this page. + 57%!
Or look at this site on heli-skiing in Canada for which Raffles Media designed the home page:
To encourage the visitor to watch the video, visual cueing is simply a usual button to start … playing a video.
And to encourage the visitor to look at the first of the 7 good reasons why to choose the operator (and scroll down the page), there is each time a down arrow on the call to action “Reason No. X”.
And here is one of my favorites.
37signals, originally a web design company, created a few years after Basecamp, a SaaS solution for web design and probably one of the most widespread solutions in the English-speaking world for this type of service. This sign-up page uses several powerful techniques derived from neuro-marketing and behavioral economics, but their approach to visual cueing to fill out the questionnaire and notify the visitor if they have made a mistake is simply extraordinary.
I don’t know the split test results, and I don’t know if they did, but I believe you can see for yourself that this technique is just extremely powerful.
Let’s summarize the 3 things to remember around visual cues:
- Use visual cues to highlight your most important content / your value proposition / your call to action;
- If you have more content than what is visible (on other pages, below the fold (-> scroll the page)), use visual cues to direct attention to this content;
- If you have multiple pieces of important content on a single page, use visual cues to guide your visitors most convincingly through that content.
In the next article, I’m going to share the power of the von Restorff effect with you:
In a concrete example, this technique, resulting from the research of a German psychologist, increased the click rate by + 230% and its implementation took not even 5 seconds.
This technique is particularly powerful for increasing clickthrough rates (CTR), either on announcements, calls to action, or important links. I will present several concrete applications with proof of the effectiveness of the support (eyetracking study, split tests, etc.).
A technique that you can apply immediately on your web pages and thus increase your click-through rates and your sales!
And if you don’t know it, you don’t even realize it was used. But … chances are you clicked because of it.
So continue to follow webmarketing-com.com and in a few days you will have all the keys in hand to concretely use the von Restorff effect.
Now I still have a little petition:
- Put in the comments if you have already used visual cues on your site and with what result. I would like to know more entrepreneurs in England who use techniques from behavioral economics.
- If you use other optimization methods from neuro-marketing or behavioral economics, talk about it. England cannot continue to walk on the head :).
Photo credit: Patrice Letarnec