1

The Big 10: Digital Experience Strategies that Convert and Differentiate 

1

Secret

No matter how much technology advances, the trigger behind human behaviour will pretty much remain the same.

2

[UNIVERSAL TRUTH] PEOPLE ARE LAZY

3

4

UX is based on 200 years of scientific knowledge,

30 years of industry best practices, and specifically

applied research.

5

6

A B

+ 35.6 %

7

A

B

12 seconds 8 seconds

8 seconds 12 seconds

9

50% is of the

EXPERIENCE

EMOTION

Emotions are driven by interactions.

Rick Hanson PhD “Confronting the Negativity Bias”

10

A B

+72 %

11

The Big 10: Digital Experience Strategies that Convert and Differentiate

11

Secret Not just another channel.

Customer are moving insurance from a

price to a value consideration.

Digital strategy and the key objective(s) for insurers are a must.

Hotjar

#1

HOTJAR Heat/Scroll Maps

Recordings

14

75%

55%

Identify. Diagnosis. Eliminate.

16

The Laws Hick’s, Miller’s, Fitt’s

#2 - #4

17

HICK’S LAW

[GOOD] [BAD]

Increasing the number of choices will increase decision time

MILLER’S LAW

Average person can hold in working memory is about seven(+/- 2)

19

FITT’S LAW

[GOOD]

[BAD]

The time required to rapidly move to a target area is a function of the distance to the target and the size of the target.

20

PLEASE AVOID ALL CAPS REQUIRES TOO MUCH PLEASE AVOID ALL CAPS REQUIRES TOO MUCH PLEASE AVOID ALL CAPS REQUIRES TOO MUCH

21

Gestalt

#5

22

A good continuity, once it has discovered a pattern, restricts the brain from visiting all the zones of a screen simultaneously.

GESTALT

23

Transparency I Value I Customer Service I Satisfaction

HUMAN

Affordance & Signifiers

#6

25

26

AFFORDANCE

False Bottoms

27

SIGNIFIERS

The perceivable parts of an affordance; they tell us what actions are possible

Thanks, Google.

28

LESS CLUTTER DOES NOT EQUAL MORE USABLE

SIMPLICITY BLINDESS

10% Increase in

conversation rate

20% Decrease in web-related

phone calls

2s Fastest loaded airline website

https://work.co/virgin-america/

Videos

#7

65% of the population are visual learners. We processes visual information 60,000x faster than text.

Sources: 3M Corporation and Mind Tools

32

1.  Expert 2.  Celebrity 3.  User 4.  Wisdom of the crowd 5.  Wisdom of your friends

1

2 5

1 2 12x More Than

That of The Company

5

3

3 4 4

4

Micro-Moments + Meta-Moments

#8

34

35

“If a consumers question is answered effectively on a company’s website, they are more likely to go

forward with their purchase decision.”

I N S T I N C T

36

37

Meta-Moments must be planned. A meta-moment is a brief

pause, a step back from the immediate moment, where

the audience member has an introspective experience.

Creates a deeper touchpoint

with the visitor.

Social Proof Credibility

Customer Service Credibility

Contextual Cross-Channel

#9

CONTEXTUAL EXPERIENCES Deliver the Right experience, to the Right user at the Right

time, on the Right device.

Location I Time I Referrer I History I Trigger

Landing Pages + A/B Testing

#10

Companies with 10+ landing pages generate

55% more leads than companies with 5 fewer

landing pages.  

44

Sources: http://blog.hubspot.com/blog/tabid/6307/bid/33756/Why-You-Yes-You-Need-to- Create-More-Landing-Pages.aspx

The Ultimate Landing Page 1.  Unique selling proposition (USP) ideally in the

headline 2.  Secondary headline to draw the eye and increase

scannability 3.  A succinct and compelling overview along with a list

of benefits and/or features 4.  Testimonials and indicators of social proof (video!) 5.  Micro-copy to encourage CTA action 6.  A seductive call to action (CTA) 7.  Limited links that launch into the full site 8.  Hero image/video 9.  Try to keep everything above the fold – ideally

600px

45 https://vwo.com/blog/landing-page-best-practices/

46

[UNIVERSAL TRUTH] PEOPLE ARE LAZY

Enjoy your j(our)ney