Of brains and buttons (DfC6, Cologne, Germany)
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The document discusses the critical importance of effective form design in e-commerce, highlighting that poor forms can lead to significant customer loss. Key insights include that forms must be intelligible, timely, and easy to complete, and that offering something to customers first can enhance user engagement. It emphasizes that content is essential, but context is pivotal for success in online conversions.
Of brains and buttons (DfC6, Cologne, Germany)
- 1. Of brains, buttons, and late-night television Eric Reiss @elreiss Design for Conversion July 1, 2011 Cologne, Germany
- 2. Rewarding Understandable Intuitive/emotional Rational/physical
- 3. Let the games begin…
- 6. Thanks for playing. Goodbye. Right answer. Wrong focus.
- 9. Words of wisdom #1 Forms are the Elmer Fudds of e-commerce.
- 10. Words of wisdom #2 Your form may be the first and only true dialog you have with a customer.
- 11. Words of wisdom #3 There is no such thing as “online-conversion” without a form that works.
- 12. The most (in)famous form of our time? Source: L. David Roper
- 13. Words of wisdom #4 Bad form design costs more than just customers. A bad form can cost lives.
- 14. The top four problems with forms • They come at a dumb time • They are unintelligible • They are difficult to complete • They cannot be completed
- 18. Words of wisdom #5 If you want people to give you something, give them something first. They will feel a sense of obligation.
- 21. “I don’t want to marry you guys. I just want to buy something. Stop forcing a relationship on me!” A frustrated shopper
- 22. Opinionated observation #1 Some e-commerce sites are essentially the cyberspace equivalent of date-rape.
- 23. 10 things customers will tell you 1. Don’t tell me how great you are. BE great! 2. Go the extra mile. 3. Don’t get in my way when I’m trying to shop. 4. If I know what I’m looking for, help me find it. 5. If I have questions, I want straight answers, not a salestalk. 6. Tell me if you’re going off to look for my size. Don’t just turn and leave. 7. If you expect me to buy something, tell me what it costs 8. Are your own affairs so important that you feel justified in ignoring me? 9. Don’t make me feel stupid. 10. If you make a mistake, admit it. Sources: Paco Underhill, Eric Reiss
- 24. The top four problems with forms • They come at a dumb time • They are unintelligible • They are difficult to complete • They cannot be completed
- 25. Courtesy of Mark Hurst
- 26. The top four problems with forms • They come at a dumb time • They are unintelligible • They are difficult to complete • They cannot be completed
- 29. Scary fact #1 About 75% of the people who requested a password, didn’t even try to complete a purchase once requested. Source: Jared Spool
- 30. The top four problems with forms • They come at a dumb time • They are unintelligible • They are difficult to complete • They cannot be completed
- 36. Rewarding Understandable Intuitive/emotional Rational/physical
- 38. Cologne Germany Denmark
- 39. And what are you looking for in a shoe?
- 45. What’s in our shared-reference toolkit? Words
- 46. Words of wisdom #6 Content is king. But context is the kingdom.
- 47. http://www.cdnow.com “Words” Words
- 48. “Who are they?” “What is this?” “No habla inglés” “I’m new to the web” But culture can kill “Words”
- 50. Old Hawaiian Hula Dancer Girl Motion Lamp All original and signed Dodge Inc on the base. Shade is original also but needs some repair or restoration. The hula girl is in wonderful condition with a fabulous patina. There is a little loss to the bronze finish at her right shoulder. No chips, cracks, repairs or scratches. Hula mechanics work excellent -- strong and quiet. Light works also. The“In 25 words, please describe your bent some but still only damage I have to report is the switch is product…” works -- I don't want to try to straighten it and risk breaking it. There are 4 settings--off, hula only, lamp only and lamp and hula. Wiring looks good. Base is 7 1/4" diameter. Lamp is 18" tall to top of the socket, 21 1/2" tall with shade attached. This is the very first hula girl motion lamp -- she has a lei around her neck and around each ankle. She looks to be made of bronze but I don't think so. Circa 1940's. What looks like spotting on the base is magnified dust particles from rubbing my finger on her skirt to straighten it out -- my camera really shows them up for some reason.
- 51. Old Hawaiian Hula Dancer Girl Motion Lamp All original and signed Dodge Inc on the base. Shade is original also but needs some repair or restoration. The hula girl is in wonderful condition with a fabulous patina. There is a little loss to the bronze finish at her right shoulder. No chips, cracks, repairs or scratches. Hula mechanics work excellent -- strong and quiet. Light works also. The only damage I have to report is the switch is bent some but still works -- I don't want to try to straighten it and risk breaking it. There are 4 settings--off, hula only, lamp only and lamp and hula. Wiring looks good. Base is 7 1/4" diameter. Lamp is 18" tall to top of the socket, 21 1/2" tall with shade attached. This is the very first hula girl motion lamp -- she has a lei around her neck and around each ankle. She looks to be made of bronze but I don't think so. Circa 1940's. What looks like spotting on the base is magnified dust particles from rubbing my finger on her skirt to straighten it out -- my camera really shows them up for some reason.
- 52. Scary fact #2 Longer text outperforms short text by 40.5% • Short-copy ROI = -14% • Long-copy ROI = +21% Source: Marketingexperiments.com
- 53. “Words fail me…”
- 58. Words of wisdom #7 Show Bugs the carrot patch.
- 59. Rewarding Understandable Intuitive/emotional Rational/physical
- 61. I gss you cn rd ths txt :) wtht vwls.
- 62. And what comes next… Big Mac Large shake ??? Fries
- 63. Words of wisdom #6 (again) Content is king. But context is the kingdom.
- 64. The magic of context • It differentiates your products • It differentiates your company • It provides a service • It facilitates upselling
- 65. Scary fact #3 In the dark, all toothpaste looks alike. But so does hemorrhoid cream. Context differentiates. As does light. Source: Eric Reiss
- 74. Words of wisdom #9 Bugs might be interested in your lettuce patch, too.
- 75. Rewarding Understandable Intuitive/emotional Rational/physical
- 78. New brain MT = a + b log2(2A/W + c) Mid brain love, hate Old brain sex, survival
- 80. Cognitive challenges • Control images and colors • Limit choices (or expand them) • Provide social validation • Invoke scarcity • Play on fear of loss
- 81. Buy now! Buy now! 21% increase in conversions Source: University of Bergen, Norway
- 83. Cognitive challenges • Control images and colors • Limit choices (or expand them) • Provide social validation • Invoke scarcity • Play on fear of loss
- 85. + vs. vs.
- 86. Three different scenarios Buy camera and case at same time Expectation that some high-end cases would be sold Case bought separately – two choices Expectation that mostly low-end case would be sold Case bought separately – three choices Expectation that mostly mid-range case would be sold Inspired by Dr. Susan Weinschenk
- 87. Cognitive challenges • Control images and colors • Limit choices (or expand them) • Provide social validation • Invoke scarcity • Play on fear of loss
- 88. Social validation Scarcity Fear of loss
- 89. 39 x 3 = 117
- 90. Words of wisdom #10 It’s always funny when Bugs’ prefrontal cortex triumphs over Elmer Fudds’s amygdala and hippocampus.
- 91. Rewarding Understandable Intuitive/emotional Rational/physical
- 93. Words of wisdom #11 You play the game. Or you lose the game.
- 94. Eric Reiss can (usually) be found at: The FatDUX Group ApS Strandøre 15 2100 Copenhagen Denmark Office: (+45) 39 29 67 77 Mobil: (+45) 20 12 88 44 Twitter: @elreiss info@fatdux.com www.fatdux.com