Twin Cities Drupal Camp talk: "Change your customer's behavior with a brain-based, data-driven approach"

This talk was presented by our CEO, Seth Viebrock, at the 2018 Twin Cities Drupal Camp. The title of the presentation has been changed.

When we say we “optimize conversions” it doesn’t really get at the heart of what we’re doing – we’re changing customer behavior. We’re also learning about deep, emotional values that our customers possess. While there are many qualitative means to this end, there’s a ton of data that’s quicker to obtain and more readily available when we just don’t have the time, budget, or precision to delve into qualitative studies.

Change your customer's behavior

Optimizing Forms: Make Them a Great Conversation

It’s a beautiful Sunday afternoon, and you’re having a nice walk in the park. A stranger approaches you, and he asks if you want a $10 gift card. Already skeptical, he pulls out a lengthy form and states that all you need to do is provide your date of birth, phone number, email, and fill out a survey in order to get the gift card. It’s crazy! Although a free gift card is tempting, he hasn’t done anything to make you trust him with sensitive information and, frankly, it isn’t worth the effort to fill out a lengthy form.

Forms

An Optimizer's Guide to Life: A Mindset that Transcends Digital Marketing

We all have those days. You wake up, go through your morning ritual, go to work, and do the typical tasks of the day. It’s almost the same thing you did yesterday, and you have a constant feeling of déjà vu. It feels like you’re going through the day on autopilot, and the monotony is killing you. You may feel like making some big changes in your life, but you also might have been burned by taking risks in the past. Because change is scary, you keep going through the motions even though things are just alright the way they are, but not really great.

Mindset

Digital Marketing Brain: Your website may be losing people’s attention

Think about it: some guy named Joe lands on your website from an ad campaign that both interests him and aligns with his awareness, and 5 seconds later he’s gone. He was looking for a product just like the one you sell, so why would Joe leave your website so quickly? You have a beautiful website that you poured a ton of money into, highly valuable products, he clicked through an ad that interested him, costing you $5 or even $50…and now he’s gone. What percentage of your web traffic is made up of “Joes”?

Digital Marketing Brain

Conversion Rate Optimization Case Study: Iron Plane

This client came to us for a one-month trial of our DIO services. Within one month, we increased visits to the "book a consultation" page -- the main way they capture leads -- by 619%, and decreased the homepage bounce rate by 20%!  
CRO Case Study

Conversion Rate Optimization Case Study: HelpSystems.com

Using a scrollmap (a kind of heatmap) we found that users were not scrolling down the homepage of HelpSystems.com. Notice the major drop-off in scrolling activity denoted by the fast red-to-blue dropoff on the gradient. Further down the page were impressive client logos, constituting "social proof" – an important component in increasing trust, engagement, and key business goal attainment. 
Conversion Rate Optimization Case Study: HelpSystems.com

Risky Website Redesigns and Tanking Organic Traffic

People buy based on emotion. A redesign can be a sexy idea, sold to you by a creative agency that knows how to wow and amaze. But, it's rarely in your best interests. Sure, sometimes you reach a point where things are so bad that you have to scrap everything and start over...but how do you know how bad is too bad?

Radical website redesigns are modern-day one-night stands for marketers.

The following graphs show what happened to a new client of ours earlier this year when their previous vendor launched their radical redesign.

Tanking Organic Traffic after a Website Redesign: Why Evolutionary Redesigns are Optimal

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