Personalisation. User Activation. Recommendation. Multi device tracking. What do they all have in common? Users need to Identify themselves.
When our users register and login in our websites, we can increase conversions by using powerful techniques based on our users preference, experience or behaviour.
Converting anonymous sessions into registered users (user Registration & Login) has never been a priority of web teams. It's time to change this and increase conversions in a brand new way. The 2015 way.
In this talk Xavier and Natzir, two skilled and veteran CRO's, will discuss this topic and give you tips to increase the login rate on your website. This will allow you to increase your conversion rates by personalising your user's experience.
7. Conversion Garden
We know:
• What she is browsing
• The device specs
• The origin of the session
• How long she stayed
• Events and goals
• What she did
http://pas-wordpress-media.s3.amazonaws.com/wp-content/uploads/2013/10/Girl-on-
smartphone-in-front-of-clothing-store-1024x682.jpg
Benefits of User Identification
8. Conversion Garden
• Jennifer Long, 28,
Manchester
• Only buys with Coupon
Codes
• Downloads and uses the
iPhone app
• She is member or our
couponing platform
• She loves accessories
• Who she is
Benefits of User Identification
15. Conversion Garden
Can you Identify yourself,
please?
https://www.intellihub.com/wp-content/uploads/2014/08/281013check.jpg
How to do it
16. Conversion Garden
Can you Identify yourself,
please?
http://www.vosizneias.com/wp-content/uploads/2014/11/Smartphone-
Hotel-Chec_sham-1.jpg
How to do it: Real value
17. Conversion Garden
• Why we are doing it?
What is the plan? Login for what?
• Why our user would like to do it?
What is the value for the user?
2XWHY
25. Conversion Garden
The mindlessness of ostensibly thoughtful action: http://goo.gl/KtKh75
Excuse me, I have five pages.
May I use the Xerox
machine?
Excuse me, I have five pages.
May I use the Xerox machine,
because I have to make
copies?
Excuse me, I have five pages.
May I use the Xerox machine,
because I’m in a rush?
Xerox machine experiment
26. Conversion Garden
60%
93% 94%
with 5 pages
NO REASON NON SENSE REASON LOGICAL REASON
The mindlessness of ostensibly thoughtful action: http://goo.gl/KtKh75
Any reason is better than no reason
27. Conversion Garden
24% 24%
42%
with 20 pages
NO REASON NON SENSE REASON LOGICAL REASON
The mindlessness of ostensibly thoughtful action: http://goo.gl/KtKh75
But a GOOD reason is required
35. Conversion Garden
#14
Value of Personalization
Today’s Shopper Preferences: Channels, Social Media, Privacy,
and the Personalized Experience: http://goo.gl/wjHCXF
36. Conversion Garden
#14
Value of Personalization
Web personalization as a persuasion strategy, an ELM perspective:
http://goo.gl/xlfGpw
47. Conversion GardenHow to increase ability
• Auto-focusing the first text field
• The password only once
• Allowing to unmask their password
• Auto-fill
• Log in in the same page
• Or just… social login
52. Conversion GardenSome tips on Social Login
• Make clear if you are storing any
data from the social network.
• Make clear if you will access their
profile data at all.
• Never publish on users timeline
without consent.
• Test the # of social logins