Conversion rate optimization (CRO) is a process of improving the performance of a website by increasing the percentage of visitors who take a desired action, such as making a purchase or filling out a form. One important aspect of CRO is understanding and influencing the behaviour of website visitors. In this blog post, we will explore how online psychology can be used to build a behavioural model for CRO.
The first step in building a behavioural model is to understand the user’s goals and motivations. This can be done by conducting user research, such as surveys and interviews, to gather information about what the user wants to achieve and why they are visiting the website.
Next, it’s important to understand the user’s decision-making process and the factors that influence their behaviour. This can be done by analysing website data, such as click-through rates and bounce rates, to identify patterns and identify areas for improvement. Additionally, online psychology theories, such as the theory of planned behaviour and the self-perception theory, can be used to understand the user’s behaviour and decision-making process.
Once a behavioural model has been developed, it can be used to inform the design and development of the website. For example, the model can be used to identify key elements of the website, such as the call-to-action or product images, that are most likely to influence the user’s behaviour. Additionally, the model can be used to test different variations of these elements to see which ones are most effective at increasing conversion rates.
In addition to website design and development, a behavioural model can also be used to inform marketing and advertising strategies. For example, the model can be used to identify which types of messaging and targeting are most likely to resonate with the user, and to test different marketing strategies to see which ones are most effective at driving conversions.
In conclusion, building a behavioural model with online psychology is an important step in the process of conversion rate optimization. By understanding the user’s goals, motivations, and decision-making process, it’s possible to design and develop a website that is more effective at converting visitors into customers. Additionally, a behavioural model can be used to inform marketing and advertising strategies, resulting in a more effective overall CRO strategy.
How each of the following factors help to build an online psychology behavioural model for CRO:
– Dual Processing Theory
– Cognitive Ease
– Motivation & Risk
– Attention & Perception
– Choices & Memory
- Dual Processing Theory: Dual processing theory suggests that there are two types of thinking: System 1 and System 2. System 1 is fast, intuitive, and emotional, while System 2 is slow, deliberate, and logical. When building an online psychology behavioural model for CRO, it’s important to consider how these two systems of thinking influence the user’s behaviour. For example, if the website is designed to appeal to System 1 thinking, it may be more likely to elicit an emotional response and lead to a conversion. On the other hand, if the website is designed to appeal to System 2 thinking, it may be more likely to elicit a logical response and lead to a conversion.
- Cognitive Ease: Cognitive ease refers to the ease with which the user can process and understand the information on the website. When building an online psychology behavioural model for CRO, it’s important to consider how cognitive ease influences the user’s behaviour. For example, if the website is designed to be easy to use and understand, the user may be more likely to convert. On the other hand, if the website is confusing or difficult to use, the user may be less likely to convert.
- Motivation & Risk: Motivation and risk are closely related and are both important factors to consider when building an online psychology behavioural model for CRO. High motivation and low risk may lead to a conversion, while low motivation and high risk may lead to a non-conversion. For example, if the user is highly motivated to purchase a product and the website presents minimal risk, they are more likely to convert. However, if the user is not motivated to purchase a product and the website presents high risk, they are less likely to convert.
- Attention & Perception: Attention and perception are closely related and are both important factors to consider when building an online psychology behavioural model for CRO. Attention is the ability to focus on a specific task or piece of information, while perception is the interpretation of that information. For example, if the website is designed to grab the user’s attention and present the information in a clear and easy-to-understand way, the user is more likely to convert. However, if the website is cluttered or confusing, the user may be less likely to convert.
- Choices & Memory: Choices and memory are closely related and are both important factors to consider when building an online psychology behavioural model for CRO. The number of choices and their complexity can affect the user’s memory. For example, if the website presents too many choices to the user, they may become overwhelmed and less likely to convert. However, if the website presents a clear and simple choice, the user is more likely to convert. Additionally, the way the website is designed to be memorable can influence the user’s conversion.
How I can organise my CRO test hypotheses and testing schedule with the above behavioural model
Once you have built an online psychology behavioural model for CRO, it can be used to organise your CRO test hypotheses and testing schedule. Here are a few steps you can take:
- Identify key elements of the website: Using the behavioural model, identify the key elements of the website, such as the call-to-action, product images, and messaging, that are most likely to influence the user’s behaviour. These elements will become the focus of your CRO testing.
- Develop test hypotheses: For each key element, develop test hypotheses that describe how changes to that element will impact the user’s behaviour. For example, you might hypothesise that a larger call-to-action button will lead to more conversions, or that using emotional language in the product description will lead to more purchases.
- Prioritise test hypotheses: Prioritise the test hypotheses based on their potential impact on conversion rates, feasibility, and resources required. This will ensure that you focus on the most impactful changes first.
- Create a testing schedule: Create a testing schedule that outlines when and how the test hypotheses will be tested. For example, you might choose to test one hypothesis per week, or to test multiple hypotheses simultaneously using A/B testing.
- Conduct the tests: Conduct the tests as outlined in the testing schedule. Collect data on the performance of the website before and after the changes, and use this data to evaluate the impact of the changes on conversion rates.
- Analyse the results: Analyse the results of the tests and use the insights gained to inform future testing. If a test hypothesis is supported, consider implementing the changes on the live website. If the test hypothesis is not supported, consider why it failed and use that information to inform future testing.
- Repeat the process: Repeat the process of developing test hypotheses, prioritising, creating a testing schedule, conducting tests, analysing the results, and making changes to the website. Over time, this iterative process will help you to continually improve the performance of the website and increase conversion rates.
