Using the principles of Gestalt psychology to increase conversion sites. Part 3: Cost Benefit Analysis Bashny.Net

Part 1
Part 2

Elliot Schmukler (from LinkedIn and Wealthfront) once said that the success of the site can be summarized in three main levers:

1. Increased exposure (reach more people)
2. Reducing friction
3. Increase the stimulus

The principle of cost-benefit analysis examines the interaction between the last two levers. Human behavior is largely dependent on the ratio of the potential benefits (download the book) and the expected value (the need to enter the email address).

Some information h5> Perhaps a particularly deep into the operating principle of this law makes no sense. From the name it is clear that before making any action, the person assesses the required effort and the alleged results. If the results of the assessment of his suit - the action will be committed.

The operation of this principle is under a strong base, which was formed during the period of the person, since the time when the wrong correlation of risks and benefits is almost guaranteed to cost the life of a man, made the wrong decision. Therefore, despite the fact that some of the "costs" may seem small, such as the time and effort to fill in a few fields in the order form, their "psychological cost" may affect the decision-making process.

In addition, the law reinforces the principle of "now and then." In most cases, you must make an effort now to get a reward later. This time gap is largely a subjective assessment increases costs and reduces the attractiveness of benefits.

Example number 1: The Official Store of the Olympics Vancouver 2010 (21, 8%)

One of the исследований found that more than 67% of online stores lose about 67 percent of the potential revenue and Official Store Olympics Vancouver 2010 was no exception.

To get out of this situation, the team decided to reduce the store of friction (lever №2).




The original form of order contained 4 pages: enter, create an account, details, confirmation of payment. To test the proposed variant, in which all four stages are reduced to a single page.

Both options require the same information, but the layout of the fields on the same page, may reduce the psychological friction, which prevented the commission of the purchase. Also, the role played by the fact that the form of the creation of an account already appears after placing the order and to the psychological value of the purchased goods will add value to the work already done by filling the order form.

Together, these two changes increased the number of orders for 21, 8% due to the reduction of friction, ie, improve the Benefit / Cost Ratio.

Example number 2: Meebox (revenue growth of 121%)

Meebox, hosting company in Denmark, decided to test their pricing structure.




To the original tariff plans have been added decent prices, which reached 40% for those who purchased the package includes a two-year service.

After implementing the changes observed 121% revenue growth (51% increase conversion rate at 46% increased average order value).
Given that the company is able to provide a high level of service, this method is fast attracting customers to help build a strong customer base. After the expiration of the offer to the customer will be much more difficult to move to another hosting. The psychological value of such a transition will be lower than the cost of its implementation (search, testing, risk unstable operation and so on).

Example number 3: Soocial (28%)

Soocial decided to focus on the expansion of the upper part of the funnel (simplification of the first contact with the product), because they knew that this element is of paramount importance in the early stages of life of the company. The object of the test was the key for registration. They did not change the design, the right of the button was added just two words: "It's free».




These two simple words CTR increased by 28%.

"Free" is a powerful word, but you must be careful because of two things:

1. If the product is not actually free (or partially free), you will disappoint many clients
2. The "free" often means "cheap". If the value of your proposal is built around a high quality of services provided, such an approach can badly affect your image.

Example number 4: Expedia (increase profit 12 million)

Expedia Practice has proved that the introduction of one additional field can significantly enhance friction in the path order.
This is a form of data for sending the bill. The original version required, inter alia, specify the name of the company. In the test version, this field was remotely.




This simple change - the removal of an additional field has led to an increase in revenue to $ 12 million.
Despite the fact that the field was not compulsory, it is still strengthened friction. In addition, the shape look longer, the user had to decide whether to fill the field with the name of the company, which also has its own "energy value".

Source: habrahabr.ru/company/paysto/blog/230417/