How can you use psychology to improve your CRO experiments?

Some years ago companies had physical offices and then they had a site. Now priorities have changed. Each company should have a site first, and second - physical offices. How to increase CRO at your site? Before increasing I recommend to define where we are (point A) and where we want to go (point B). Let's start from analysing the current situation- 1) Analyse user's behaivor at your site. Use the tools from Google Analytics and Yandex Metrica(the last one allows you to see user's journey at your site in a quick video) 2) use AI tools for creating recommendation for your site, based on your analytics. 3) Implements changes at your site in A/B test. And then analyse again 4) Choose the best changes! 5) Earn maximum from your site

Leveraging psychology in CRO (Conversion Rate Optimization) experiments is about understanding human behavior and decision-making. First, employ principles of cognitive ease. Simplify your user interface and message; a brain at ease is more likely to convert. Second, harness the power of social proof. Showcasing testimonials and user reviews can significantly boost trust and conversions. Third, utilize the scarcity principle. Limited-time offers or low-stock alerts create a sense of urgency, encouraging quicker decision-making. Lastly, understand the paradox of choice: too many options can overwhelm and deter potential customers. By streamlining choices, you can effectively guide users towards conversion.

In 2022, I conducted some A/B tests and found that communications with the best performance and results were those that gave DIRECT ORDERS to the user. A clear call to action is very helpful. Some users are a little bit... l a z y. So it is important to tell them what to do next. Consider this so you can implement this to your strategies.

Key points to consider while experimenting:- 1. Understand and test cognitive biases (e.g., loss aversion, status quo bias) in your content and CTA. Experiment with emotional appeals (fear, excitement, social proof) to see what motivates your audience. 2.A/B test persuasive strategies like reciprocity, social proof, and authority for better conversions. 3. Define key metrics and goals clearly before starting experiments. 4. Prepare for challenges like small sample sizes- iterate experiments for optimal results. Incorporate qualitative feedback through surveys for a more comprehensive understanding. 5.Use systematic testing based on psychological principles, analyzing both quantitative and qualitative data for improved conversion rates.

I'm not a psychology pro, but I've learned how understanding it can supercharge Conversion Rate Optimization (CRO). Ever tried using things like social proof or scarcity? They can totally shape how users act and amp up experiment results.

Users, especially in Latin America, always seek how to "beat" you. Make them believe they are succeeding. The combination of urgency and exclusivity can form an exciting blend for the user. Design a call to action so irresistible that few can resist. Remember to use the "limited time" tactic to prompt quick and impulsive responses.

Motivation plays a crucial role in Conversion Rate Optimization (CRO), acting as the primary driver of user actions. It can be intrinsic, where actions are driven by personal satisfaction, interest, or value, or extrinsic, motivated by external rewards or avoiding penalties. For effective CRO, focusing on intrinsic motivation is key, as it tends to have a more lasting impact on behavior. This involves aligning your strategies with the internal values and interests of your audience, emphasizing the meaningful benefits and goals they can achieve by engaging with your website or product. By tapping into what genuinely matters to your visitors, you can foster deeper engagement and encourage more meaningful conversions.

Motivation always starts with what the visitor is missing by not signing up or converting. The fear of loss always trumps what they will gain. Human psychology hates to lose, this motivates our decisions. Apply this to CRO messaging and conversions go up.

Motivated individuals tend to exhibit higher levels of concentration and focus. This is essential for CRO, where attention to detail is paramount. A motivated team is more likely to scrutinize each aspect of the conversion process, identifying and addressing potential improvement areas. Motivation is one of the important aspects of improving the CRO and can be applied by defining clear and achievable goals for your CRO efforts. Motivation is fueled by a sense of purpose, direction and rewards.

The effectiveness of a promotional campaign will directly depend on understanding the true motivation of customers to buy the product. ? Why does he need it? ? What rational and emotional aspects of decision-making about the purchase does the customer have? ? What does he/she really want to get in the end from buying the product? Maybe to become more confident, attractive, or healthier. ? What is truly valuable to the customer? ??Based on these answers, we should speak to the customer in the language of their needs and benefits.

When designing experiments and strategies to improve your CRO, it's crucial to rely on data and results. Avoid assumptions, as each person's mindset is entirely different. Don't trust the typical "I would do this" or "I would like this." Conduct tests to gather as many results as possible and base your strategies on that. Listen to others' experiences, read insightful articles on LinkedIn, and if possible, conduct market studies or have brief conversations with users to open your perspectives.

Unlock the potential of CRO by acknowledging the impact of cognitive biases. Shape experiments to accommodate inherent biases, guiding users toward favorable decisions. Leverage anchoring effects in pricing strategies, and use social proof to counteract the influence of conformity biases. Address loss aversion by framing benefits and potential gains. Recognize confirmation bias in user preferences, tailoring experiments accordingly. By navigating cognitive biases adeptly, CRO efforts can align seamlessly with users' thought processes, fostering trust, engagement, and ultimately, higher conversion rates.

Read Dan Ariely. Predictably Irrational. Also Charlie Munger. That's a fantastic start. Also look up the documentary on Edward Bernais on Youtube.

Here are just a few examples of biases I've encountered in my work: - Fear of loss – if the offer is limited in time – conversion is higher. Limit it! - Positive reviews = trust – any positive review increases trust levels. Share! - Alternative pricing options – have several pricing options – this will make it easier for the customer to choose! Give an alternative! - The clearer and more structured the content looks, the more trust there is in the quality of the product. What are your favorites?

Nowadays, in the era where the digital world is stronger than ever, paying meticulous attention to details is crucial. A significant mistake I've observed in some international companies is having an outdated website. Unless your look and feel are intentionally Y2K, I recommend optimizing your webpage and web resources. Gradients and 3D elements are out of fashion. Look for something more minimalist, simple, and clean to create a harmonious browsing experience. Responsive content is paramount. Users increasingly browse from their smartphones and tablets (vertical format) rather than desktop computers and laptops (horizontal format). Ensure your webpage is user-friendly and that everything appears as it should.

Think from the perspective of the user. Your designs and marketing strategies are not for you, it's for your audience. If it's too complicated (even if it looks cool), it's not going to be effective.

Usability is paramount in CRO. Streamline user journeys with clear layouts and intuitive navigation, reducing friction in decision-making. Optimize forms for simplicity, minimizing user effort. Ensure responsiveness across devices for a seamless experience. Prioritize page load speed, preventing user frustration. By prioritizing usability, CRO not only boosts conversions but also enhances user satisfaction, fostering a positive and lasting digital impression.

Based on my experience, two of the most powerful emotions you can tap into are: Aspirational feeling and a sense of belonging. Focus your strategy on these two emotions to create genuine engagement with your audience. Turn those leads into loyal customers. Communicate with them regularly (without becoming spammy) so that from just passing users, they become repeat buyers of your brand.

Emotions wield profound influence in CRO. Craft experiences that evoke positive emotions, enhancing user connection. Utilize persuasive language, tapping into users' emotional responses. Leverage color psychology in design, associating emotions with specific elements. Testimonials and user stories evoke trust and empathy. By understanding and harnessing emotions, CRO transforms not just transactions but user perceptions, fostering a lasting and meaningful digital connection.

Experimentation is critical in conversion rate optimization (CRO). In a key project, we targeted specific goals, focusing on metrics like conversion rate and average order value. We conducted A/B testing to evaluate different page designs, guided by user feedback and data insights. Deep analysis was pivotal, going beyond initial results to uncover user behavior trends. We utilized Google Analytics, A/B testing tools, and click-tracking software for deeper insights. This approach significantly improved our conversion rates and enhanced our understanding of our audience, influencing our future marketing strategies. Successful CRO relies on well-chosen experiments aligned with business objectives.

Create, test, validate, iterate - that’s the simple 4-step formula to CRO optimization. Don’t be afraid to experiment as long as you have a timeframe in mind, a clear goal of what to validate, and some benchmarks to measure performance against.

One time at work, we explored the concept of psychological triggers in our CRO experiments. We focused on scarcity and urgency, creating limited-time offers and highlighting low stock levels. This approach taps into the fear of missing out (FOMO), driving customers to make quicker decisions. Remember, it's not just about creating a sense of urgency but also about making the offer genuinely attractive. And, it's crucial to maintain authenticity; if customers sense manipulation, it can backfire. This method, when done right, can significantly improve conversion rates. Data shows that such tactics can increase conversions by up to 332%.