Harnessing Customer Motivation: How one company increased conversion by 65% by aligning page elements with customer desire

Harnessing Customer Motivation:How one company increased conversion by 65% by aligning page elements with customer desire

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Today’s speakers

Jon PowellSenior Manager, Executive Research & DevelopmentMECLABS Institute

Matthew KleinAssociate Vice President, Partner SolutionsMECLABS Institute

Ben FilipSenior Manager,Data SciencesMECLABS Institute

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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: TP1548Record Location: MECLABS Research LibraryResearch Partner: (Protected)*

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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.

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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

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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

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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

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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

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Experiment: Results

Relative increase in account applications65%Treatment #2 resulted in a 65% increase in account applications.

AppsRelative

DifferenceLevel of

Confidence

Control 9.70% -- --

Treatment 1 15.4% 58.7% 98%

Treatment 2 16.0% 65.0% 98%

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CONTROL TREATMENT #1

OPEN AN ACCOUNT IN

MINUTES

TREATMENT #2

65% in applications

59% in applications

What did both treatments have in common?


How was the team able to determine which changes to focus on?

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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

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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.

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To ThisFrom This

Example

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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.

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1. Who is the customer?

Key questions

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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.

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ObjectiveWhat are the customer’s main goals and desired outcomes?

MotivationWhat core motivations drives the customer’s actions?

ExperienceWhat are the past experiences of the customer?

AuthorityWhat level of authority does the customer have to make decisions?

PersonalityWhat is the personality of the customer?

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• 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.

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2. Where did they come from?

Key questions

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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.

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3. What have they done?

Key questions

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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.

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3. What have they done?

4. How do we expect them to proceed?

Key questions

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How will they proceed?

Navigate to homepage Click “Open in Minutes” deep link

Logical next step in customer thought

sequence

32

1

?Open a new account as quickly and easily

as possible

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CONTROL TREATMENT #1

OPEN AN ACCOUNT IN

MINUTES

TREATMENT #2

65% in applications

59% in applications

Case Study Results


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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

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Experiment IDs: Student ExampleRecord Location: MarketingExperiments Research LibraryResearch 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


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Experiment: Control

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Experiment: Control

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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

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Experiment: Treatment

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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

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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 ©

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Live optimization

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Live Optimization: Jacuzzi

Primary Audience: Prospective customers of Jacuzzi-brand hot tubs

Page Purpose: Gather leads in exchange for promotional brochure

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Live Optimization: Playa Realty & Management

Primary Audience: Property owners

Page Purpose: Acquire potential property management leads

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Live Optimization: PowerDMS

Primary Audience: Prospective customers of PowerDMS software

Page Purpose: Schedule a PowerDMSsoftware demo

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Live Optimization: United African Organization

Primary Audience: African immigration activists

Page Purpose: Encourage donations and memberships

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Live Optimization: Baby World

Primary Audience: Parents

Page Purpose: Drive page visitors toward product pages; build email list

June Web Clinic Preview

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Next Clinic: Version APage 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).

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Next Clinic: Version BPage 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.

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Next Clinic: Side-by-side comparisonTREATMENT #1 TREATMENT #2

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Which Treatment won?

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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

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See how you can conduct research with usMECLABS 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

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