Digital Psychology

Persuasion principles from Cialdini to catch lost visitors on your website


See what I did there? I used a persuasion principle in the title of this blog to entice people to click on my article because people have the fear of missing out on visitors.  I will elaborate on this specific persuasion principle later in this article because I want to explain the concept first. This article will describe different persuasion principles you can use and why they are so effective. Furthermore, I will discuss when you can use these principles and where they can be applied based on bigger websites that already use them. 

Why should you use persuasion principles?

These principles are used by most organizations in the world because they are proven to have a significant effect on users’ decisions. A big influencer in this field is Robert B. Cialdini. His book about the Psychology of persuasion explains the psychology of why people say “yes” – and how to apply these understandings (Cialdini, R.B. (1993)).

You can use them to strengthen your copy and build the whole experiments around them. Don’t just apply these techniques without testing them first because the effect of these persuasion principles will be different depending on the website and its customers.

These changes are usually very easy to get set up and can give a significant boost to your conversion rate if used in the right places on your website.

Digital Analytics

Heat map testing with Hotjar: How to set it up?

Introduction to heat map testing

Did you know that heat map testing can give you a lot of insights about the behavior of your users on your website? Because it gives a swift visual presentation of click, scroll & tap rates on elements of your website. This information can be used to strengthen your existing hypothesis or find new issues that need further research. 

First, this article will explain what heat maps are and what kind of heatmaps exist for analyzing your website. Secondly, it describes the reasons to start heat map testing and a platform that can be used for setting it up. Thirdly it will show you how to register with Hotjar and connect your website. Subsequently, this guide will describe how to set up your first heatmaps for the pages you are interested in. Last but not least we describe how to analyze different heat maps to find optimization opportunities for your website.


How to evaluate your Google Optimize ab test with Google Analytics?

Why evaluate your ab test with google analytics?

You are using Google Optimize to run tests on your website because you want to improve your conversion rates. Why would you need to evaluate your ab test with Google Analytics? Imagine this: When you finally finished tests after waiting for two weeks something catches your eye in the results. It says the test has failed and you should start a new test because you are probably not going to reach significance anyway. 

Don’t despair because there still might be hope for the research you have done. Evaluating your tests further in Google Analytics might be the answer to your problem because your test might not be successful when evaluating it in Google Optimize. But what happens when we evaluate the data in different segments. Maby your test will be significant for returning users for example. 


How to use the Google Optimize a b testing tool?

Google optimize a b testing can be very rewarding for your company or business if you master the tool. Getting the tool to work for you can be difficult for beginners because it offers so many options.

This article is a beginner’s guide for people that want to get into a b testing for no start-up costs at all! I personally use Google Optimize in my everyday job and recommend it to small company’s that have no experience with a b testing. Check out Google Optimize!

Google Optimize Dashboard
Google Optimize Dashboard – 2020

Fifteen places to start with conversion rate optimization

Where do I begin?

You know you want to optimize your website but you don’t know where to start. Deciding where to start with conversion rate optimization doesn’t have the be difficult. Here are fifteen places that you can start to explore for opportunities.

1: Pricing on the product pages

A very interesting page to start analyzing are the pages where prices are displayed because the visual appearance of a price can have a big effect on the visitors of your website. This can have even more effective when the price is displayed on the product page because of the size of the pricing and the proximity to the transaction. Another way of optimizing this is by adjusting your prices automatically to undercut or match your competitors. Software like Greendeck can help you to automate this proces and get a lot of extra customers.

Pricing on NIKE product page
Nike product page pricing – 2020