Conversions are a consumer behaviour. So, optimising conversions is all about optimising consumer behaviour. But before we can optimise consumer behaviour, we need to understand consumer behaviour. Anyone can make changes to sites and run tests, but what’s different about Endless Gain is that we start by ensuring that we understand not just what is happening, but why it’s happening; that we understand the underlying causes of customers’ decisions.
And here’s the thing: those causes are much more subtle than you might expect. Sure, customers’ decisions are affected by things like price and delivery options – rational considerations that appeal to what Psychologist Daniel Kahneman calls the logical System 2 part of our brain. But these aren’t the only – or necessarily even the most important – factors. Literally hundreds of psychology studies have shown that we are inherently emotional creatures, and that our decision making is driven mainly by the brain’s more emotional and impulsive System 1. This system is irrational, impulsive, greedy, automatic, and incapable of coolly weighing up the pros and cons of different decisions. It makes decisions that, in the cold light of day, can frankly seem baffling.
This is why, at Endless Gain, we use a combination of conventional and biometric research – all informed by psychological theory – to understand the root causes of why websites are underperforming. Only then do we begin the process of optimisation. After all, if you don’t know how something works, how can you possibly hope to make it work better?
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