BEHAVIORAL PSYCHOLOGY AND CONVERSION RATE OPTIMIZATION

It is all about the user optimization.

Until recently, Conversion Rate Optimization (CRO) and Behavioral Psychology were not considered mutually inclusive. In fact, even today, most people think of conversion optimization as a set of tools, landing pages, and content. This misses the essence of buying, which still requires understanding buyer behavior, needs, and triggers.

TRADITIONAL CONVERSION RATE OPTIMIZATION

 

Traditional CRO consists of manipulating headlines, images, copy, forms, risk reversals, and calls to action to increase conversions.

This approach misses out on what we call the pre-testing stage. In this stage, we spend a significant amount of time considering personas, needs, and messaging. In this stage, we try to get to the

essence of who we are targeting and what makes your web audience tick,
rather than simply manipulating elements on a landing page.


INTRODUCING BEHAVIORAL PSYCHOLOGY INTO
CONVERSION RATE OPTIMIZATION

Hacking growth is intrinsically based on the success of the conversion rate optimization
experiments that we run. At National Positions, we run our conversion tests through six (6) stages:
 
Stage 1: Persona Development (knowing the user)
We start by designing Marketing Personas. A marketing
persona is an idealistic composite sketch of your target
audience. This includes not only demographics but
delves deeper to understand needs, desires, values, and
fears. It makes us think about who your users are, what
they are searching for, what they are thinking, what they
are reading, how they analyze things, how they make
decisions, and how they act.
Stage 2: Goal Setting
CRO is always accompanied by goal setting. These
goals are typically more leads, clicks, sales, scrolls,
impressions, etc., depending on your desired outcome.
Stage 3: Test Development
As with all conversion testing, we work with our design,
content, and marketing teams to deliver a variety of
landing pages that you feel will convert.
Stage 4: Hypothesis Formulation
All experiments begin with making assumptions.
Unlike traditional conversion rate optimization, we
start by picking the winner that we believe will perform best based on our understanding of the end
user. We take copious notes as to why we think that
one design is better than the other. This information
becomes important once we run the tests.
Stage 5: Test Execution
This is done in the conventional way, through Google
Optimize, Unbounce, or Optimizely. The results of the
test are simply determined by the chosen tool, and our
outcomes are governed by statistically significant
results. Once we have these results, we can compare
the actual outcomes to what we know of the end user.
We check our assumptions against the test results and
make distinctions that we can use to further refine our
future experiments.
Stage 6: Rinse and Repeat
Conversion optimization is an iterative process and
requires us to attempt additional experiments over
time. We consider conducting experiments until we can
no longer generate meaningful improvements—at this
point your page is consider fully optimized.

BEHAVIORAL PSYCHOLOGY AND CRO

With our approach, we focus primarily on the user to make improvements that drive better results. The more we understand the principles of psychology and the more we can optimize the content to match the mental state of the user, the more successful your website will be at generating more leads and sales for your business.

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