Conversion testresults: the ‘about’ menu

August 22, 2010

Last week I’ve run a test on my website measuring the click through rate to the ‘Guido Jansen’ menu item you see at the top of this page. My assumption was that new visitors to my site don’t know who I am and when they look for more information about the person behind the website [...]

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Limit choices

August 20, 2010

Psychological Theory: It’s easier (and more likely) for people to make choices when there are less options to choose from. Application idea(s) for E-commerce websites: Check your website. How many options does your customer have? Can you reduce the amount of options? If you can’t reduce the total amount, could you divide the selection process [...]

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Authority figure

August 18, 2010

Psychological Theory: We want to follow the lead and advice of a legitimate authority. (for example, take a look at the Milgram Experiment) Application idea(s) for E-commerce websites: We all look for guidance and direction to some extend. Especially when something is new and users feel a little uncertain about what to do or what [...]

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Limited Access (Private Sales)

August 16, 2010

Psychological Theory: We have a natural desire for thing that are (perceived as) exclusive or belonging to a selected group. Application idea(s) for E-commerce websites: Many websites who launch new features have a “Private Beta” which creates interest for the new features. But you can also apply this to online shopping by creating ‘Private sales’ [...]

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Aesthetic-Usability Effect

August 13, 2010

Psychological Theory: From the article Attractive Things Work Better from DA Norman: Positive affect makes people more tolerant of minor difficulties and more flexible and creative in finding solutions. Products designed for more relaxed, pleasant occasions can enhance their usability through pleasant, aesthetic design. Aesthetics matter: attractive things work better. In short: We have the [...]

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Value Attribution

August 12, 2010

Psychological Theory: We have the tendency to place value on products/ services/ persons based on a very limited piece of data. We also value things more when they cost more. Application idea(s) for E-commerce websites: One of the most difficult things to decide when selling new products or services: How should it be priced? And also [...]

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Conceptual Metaphor

August 11, 2010

Psychological Theory: We make sense of a new idea by comparing it to other ideas or situations. (More info on Wikipedia: Conceptual Metaphor) Application idea(s) for E-commerce websites: You can help people understand your message by using a literal or implied analogy through visual imagery or evocative language. This association helps people understand (difficult) concepts. [...]

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