Would you like to optimize the success you have converting your visitors?
Let`s go back to the roots and evaluate your innovation process. What is your website optimization approach? Do you actually analyze your pages and look for potential drawbacks? Or you simply test whatever you find interesting or whatever everyone else is doing? The truth to remember is that every page is unique, and so the most successful onsite innovations and optimization projects are based on deep numerical and psychological analysis.
When it comes to numerical analysis we usually take into consideration conversion rates. We run heatmaps, clickmaps, scrollmaps, check number of clicks on pages and analyze parts of the website that gets the most, and the least, attention.
Psychological analysis is a bit different. Mostly because there are no numbers to analyze. The crucial part of this type of research is the ability to get into a visitor`s shoes and look at the website from his/her perspective. Over the next few weeks we will be looking at different psychological factors but we start with anxiety below.
OK, so this may sound a little simple but it can produce effective improvements in minutes so check it out!
Psychological Analysis: Anxiety
The first psychological factor is anxiety. Yes you read it right, being aware of anxiety is important for your website and we created some successful experiments based on an anxiety analysis.
The core principle to understand and remember is that anxiety, considered as irrational psychological concern, can lead to resistance to the sales process and this my friends is an important factor that may be stopping visitors from taking the desired actions.
Examples of situations where high anxiety levels can affect your conversion rates are:
- lack of quality reassurance – your website is missing a satisfaction guarantee and/or genuine user testimonials
- lack of reliability – your website is missing legitimate testimonials and social proof
- lack of security – your website is missing security badges and third party reassurance
- lack of legitimate price justification – acquisition cost is not balanced by perceived value
Take a moment to apply the above concepts to your website.
How do your visitors feel when they land on your page? Is there a way you can reduce any anxiety they may feel? Do you think there is enough quality reassurance on your page? Does your offer look reliable? Do your visitors feel safe and secure? Is the perceived value of your produce high enough to balance the cost? The goal is to reduce anxiety as much as possible. If you answered in the negative for at least one of these questions you automatically have a new test idea waiting to be tried out.
But let`s move to our case study now.
Based on an anxiety analysis we came to the hypothesis that we could possibly get higher sign up conversion rates if we improved the reliability of our offer and website in general. Therefore, we came up with the idea to survey our customers, ask them the number one reason why they decided to buy our product and then feature the survey results in a scientific form on our landing page. The presentation included a chart showing survey results, located towards the bottom of the page.
The chart included a few crucial elements reinforcing reliability and social proof, it:
- highlighted the total number of Quantum Jumping students in the copy
- detailed survey results presented in the chart form
- linked to the external source presenting survey report in full
Here is how the variation page looked like (click on the image to see the full page):
We ran this experiment with Visual Website Optimizer , take a look at the results (click on the image to expand it):
As you can see we managed to get almost 24% improvement with 100% chance to beat the original. Test is valid and statistically significant.
What was the biggest catch here? The power of legitimate social proof! People see upfront that this program has more than 36,000 students who are willing to take part in the survey and give positive feedback on the product. This already skyrockets reliability through the roof. But there is more to it.
The main goal of this particular landing page is to sign up for a FREE Introductory Course which was voted the number one reason people decided to purchase the ultimate product. This appears to have created a higher perceived value in the visitor`s mind and makes this offer highly appealing to sign up for.
Did you find this tip useful? We are going to reveal some more psychological factors and its successful applications on right here on Mindvalley Insights soon. So stay tuned!
Let us know in the comments section below if you managed to come up with some interesting experiment ideas based on an anxiety analysis.
Anna Maria Ciupka is the business manager in Mindvalley’s Innovations and Analytics Team