Harnessing Customer Motivation: How one company increased conversion by 65% by aligning page elements with customer desire
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The document discusses a case study on how a national bank increased new checking account sign-ups by 65% through targeted page design based on customer motivations. Key treatments involved presenting tailored messaging that aligned with customer desires and reducing friction in the sign-up process. The findings emphasize the importance of understanding customer profiles and their motivations to enhance conversion rates effectively.
![#WebClinic
Experiment: Background
For this test, the customer for
both the Control and Treatments
have arrived at the homepage of
[BANK] and clicked on the
“Open in Minutes” checking
deep link.](https://image.slidesharecdn.com/harnessingcustomermotivation-150513211022-lva1-app6892/85/Harnessing-Customer-Motivation-How-one-company-increased-conversion-by-65-by-aligning-page-elements-with-customer-desire-5-320.jpg)
Harnessing Customer Motivation: How one company increased conversion by 65% by aligning page elements with customer desire
- 1. Harnessing Customer Motivation: How one company increased conversion by 65% by aligning page elements with customer desire
- 2. We’re sharing on Twitter! #WebClinic
- 3. #WebClinic Today’s speakers Jon Powell Senior Manager, Executive Research & Development MECLABS Institute Matthew Klein Associate Vice President, Partner Solutions MECLABS Institute Ben Filip Senior Manager, Data Sciences MECLABS Institute
- 4. #WebClinic Experiment: Background Background: A national bank. Goal: To increase the number of sign-ups for new checking accounts. Research Question: Which sales funnel will produce the highest conversion? Test Design: A/B variable cluster split test *Note: Test has been anonymized to protect partner confidentiality. Experiment ID: TP1548 Record Location: MECLABS Research Library Research Partner: (Protected)*
- 5. #WebClinic Experiment: Background For this test, the customer for both the Control and Treatments have arrived at the homepage of [BANK] and clicked on the “Open in Minutes” checking deep link.
- 6. #WebClinic Checking selector tool • Four-question checking selector tool • Suggested package with secondary choice • Can select account and begin pre-registration, go back and change their answers or manually browse other checking options Experiment: Control
- 7. #WebClinic Three-product tab • The checking selector tool is removed, and instead, customers are presented with three account options from which to select Experiment: Treatment #1
- 8. #WebClinic Single-product • Single-product focus with similar “Open Now” CTA OPEN AN ACCOUNT IN MINUTES Experiment: Treatment #2 Our checking account is perfect if you want a simple account for everyday needs
- 9. #WebClinic CONTROL OPEN AN ACCOUNT IN MINUTES Experiment: Side-by-Side Our checking account is perfect if you want a simple account for everyday needs TREATMENT #1 TREATMENT #2
- 10. #WebClinic Experiment: Results Relative increase in account applications65%Treatment #2 resulted in a 65% increase in account applications. Apps Relative Difference Level of Confidence Control 9.70% -- -- Treatment 1 15.4% 58.7% 98% Treatment 2 16.0% 65.0% 98%
- 11. #WebClinic CONTROL TREATMENT #1 OPEN AN ACCOUNT IN MINUTES TREATMENT #2 65% in applications 59% in applications What did both treatments have in common? Our checking account is perfect if you want a simple account for everyday needs How was the team able to determine which changes to focus on?
- 12. #WebClinic Key principles C = 4m + 3v + 2(i-f) - 2a © Wherein: “C” = Probability of conversion “m” = Motivation of user (when) “v” = Clarity of the value proposition (why) “i” = Incentive (additional) to take action “f” = Friction elements present “a” = Anxiety elements present Conversion heuristic
- 13. #WebClinic Key principles C = 4m + 3v + 2(i-f) - 2a © Conversion heuristic Definition: Motivation The immediate compatibility of the marketing message to the recipient’s motivations.
- 15. #WebClinic Today’s focus Today, we will be posing four questions that, when applied in a marketing context, can help us detect the story of the customer and inform us on how to align our messaging and processes with it.
- 16. #WebClinic 1. Who is the customer? Key questions
- 17. #WebClinic Who is the customer? • Our baseline ideas about our customers are formed by our customer theory. • A customer theory is an understanding of the customer that enables us to more accurately predict the total response to a given offer. • Through both qualitative and quantitative research, companies should constantly strive to develop and strengthen their own customer theory. Customer theory As marketers, our job is to “close the gap” in our customer theory through qualitative and quantitative research methods.
- 18. #WebClinic Who is the customer? Objective What are the customer’s main goals and desired outcomes? Motivation What core motivations drives the customer’s actions? Experience What are the past experiences of the customer? Authority What level of authority does the customer have to make decisions? Personality What is the personality of the customer?
- 19. #WebClinic Who is the customer? • At this point, our customer theory was limited in its scope. We knew little about the precise motivations of the visitors coming to this page. • However, we were able to leverage what we could know about customer motivation to generate a greater response.
- 20. #WebClinic 1. Who is the customer? 2. Where did they come from? Key questions
- 21. #WebClinic Where did they come from? If you knew the customer arrived at the homepage via URL or bookmark, what does this tell us about their motivation? 1. The customer already knows what the bank is. 2. Perhaps they already have a relationship with the bank. 3. Perhaps they know what they are looking for and do not need much selling.
- 22. #WebClinic 1. Who is the customer? 2. Where did they come from? 3. What have they done? Key questions
- 23. #WebClinic What have they done? In this case, the customer has clicked on the “Open in Minutes” deep link. What does this tell us about the motivation of the customer? 1. The customer is already interested in opening a checking account. 2. The customer might be in a hurry or desire a quick process. 3. The customer is ready to make a commitment.
- 24. #WebClinic 1. Who is the customer? 2. Where did they come from? 3. What have they done? 4. How do we expect them to proceed? Key questions
- 25. #WebClinic How will they proceed? Navigate to homepage Click “Open in Minutes” deep link Logical next step in customer thought sequence 3 2 1 ? Open a new account as quickly and easily as possible
- 26. #WebClinic CONTROL TREATMENT #1 OPEN AN ACCOUNT IN MINUTES TREATMENT #2 65% in applications 59% in applications Case Study Results Our checking account is perfect if you want a simple account for everyday needs
- 27. #WebClinic Key principles “The marketer must listen completely. We listen in order to hear … Hearing (with our ears and our eyes) enables us to discern the ontology (the nature, the being) of the customer. This ontology enables us to understand who the customer is. And this understanding enables us to predict what the customer will do.” Source: Marketer as Philosopher — Reflection #7
- 28. #WebClinic Experiment IDs: Student Example Record Location: MarketingExperiments Research Library Research Partner: Ecoline Windows Background: B2C company, running multichannel marketing campaigns Goal: Drive traffic from physical mail campaigns to the site. Primary research question: Which homepage will produce the greatest lead capture rate? Approach: A/B split test Experiment: Background
- 31. #WebClinic Experiment: Control Who is the customer? They are Canadian consumers that likely own or lease out residential homes and have windows to replace or to upgrade in prep of the cold season. Where did they come from? A large percentage of customers are arriving from a Direct Mail Ad in circulation What have they done? The have followed up on the ad and likely taking the first step to investigate How do we expect them to proceed? Based on the information above, they should proceed to get more details about their 3 free upgrades
- 33. #WebClinic Design Capture Rate Control 5.6% Treatment 11.5% % Relative Change: 104% Relative increase in capture rate104%By matching the headline and sub-headline to the customer’s motivations, the treatment was able to achieve a significant difference in end-conversion response. Experiment: Treatment
- 34. #WebClinic Summary: Key principles 1. Key Principle #1: Motivation is the single most important factor in the sales process, but it is an external factor outside of our control. 2. Key Principle #2: In order to understand this motivation, we must listen for the clues that customers give us by observing who they are, where they are coming from, what they have done and how they will most likely proceed. C = 4m + 3v + 2(i-f) - 2a ©
- 35. #WebClinic
- 37. #WebClinic Live Optimization: Jacuzzi Primary Audience: Prospective customers of Jacuzzi-brand hot tubs Page Purpose: Gather leads in exchange for promotional brochure
- 38. #WebClinic Live Optimization: Playa Realty & Management Primary Audience: Property owners Page Purpose: Acquire potential property management leads
- 39. #WebClinic Live Optimization: PowerDMS Primary Audience: Prospective customers of PowerDMS software Page Purpose: Schedule a PowerDMS software demo
- 40. #WebClinic Live Optimization: United African Organization Primary Audience: African immigration activists Page Purpose: Encourage donations and memberships
- 41. #WebClinic Live Optimization: Baby World Primary Audience: Parents Page Purpose: Drive page visitors toward product pages; build email list
- 42. June Web Clinic Preview
- 43. #WebClinic Next Clinic: Version A Page design • Version A uses a two-column grid with images and text on both sides. • The page uses the Arial typeface throughout the design (headline, body copy and signup form).
- 44. #WebClinic Next Clinic: Version B Page design • Version B utilizes a one-column grid for the body copy. • The form is placed directly in the eye path. • The page uses a branded typeface within the design (headline, bullets and form) to add congruence to the page.
- 45. #WebClinic Next Clinic: Side-by-side comparison TREATMENT #1 TREATMENT #2
- 47. #WebClinic Live June 10 at 4 p.m. EDT • The exact changes that achieved a 51% increase in lead generation • Why each of those changes improved performance • How you can apply the same principles to your pages • Key strategies from the underlying theory of page clarity Join us for the next live 35-minute Web clinic to discover: To see the results To join live, register at the link below: MarketingExperiments.com/BrandDesign Customer Motivation
- 48. #WebClinic See how you can conduct research with us MECLABS conducts rigorous experiments in the new science of optimization. We apply our discoveries to help leaders optimize the financial performance of their sales and marketing programs. Learn more about how you may be a fit for a MECLABS Research Partnership: • Select Research Partnership Opportunities on the post-webinar survey • Contact us directly info@MECLABS.com 1-877-635-0565 x