In this video, Michael Aagaard, CXL institute instructor, outlines how dopamine and cortisol affect user behavior and provides 4 key ways to reduce stress and increase user motivation.
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Increase conversions by applying core lessons from psychology and neuroscience
Understanding how our brains work and how emotions guide behavior is some of the most important and overlooked aspects of conversion optimization. In this webinar, Brian and Michael will cover the top psychological design strategies that have had the most profound impact on their own careers. This webinar will transform your perspective on what it means to apply scientific theory to practical conversion optimization.
This is just a preview of what you can learn from Brian and Michael’s CXL Institute course.
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In this webinar, you will learn…
– The differences between behavioral psychology, cognitive psychology, and neuroscience
– Cognitive psychology principles of memory, perception and mental capacity
– Principles of behavioral psychology and their application in practice
– Hidden backfires that will stress your users and damage your reputation
ABOUT MICHAEL AAGAARD
Michael Aagaard has been a full-time CRO since 2008 and has helped companies all over the world improve their online businesses. He has worked with everything from SaaS to non-profit and has experience as an external consultant and as an in-house conversion optimizer.
Michael’s approach to CRO revolves around user research and consumer psychology. He is a sought-after international keynote speaker and is generally known as one of the most passionate and enthusiastic people in the industry.
Wes would rather jump out of a plane than reading about what skydiving feels like. Similarly, he’d rather test out a promising software product than read a whitepaper about how “life-changing” the product is going to be.
ABOUT BRIAN CUGELMAN
Since 1997, Brian has built an extensive career in social mobilization, digital engagement, and program evaluation. Brian obtained his Ph.D. in Online Social Marketing with the Statistical Cybermetrics Research Group, a world-leading Internet research team. He obtained his Masters in Business and Computers.
He is published in JMIR, the world’s top e-health journal. The United Nations General Assembly has recognized the impact of his digital campaigning work. He has been invited to act as an expert advisor for the World Anti-Doping Agency, the Heart and Stroke Foundation, the annual International Conference on Persuasive Technology, and the Pentagon.
Brian’s training on digital psychology has attracted experts from Salesforce, Samsung, PayPal, Microsoft, LinkedIn, Apple, Uber, numerous governments, banks, military, and non-profit organizations.
I'll show you some different examples of the backfires related to cortisone stress so just real quick kind of somewhat Brown was talking about before this is my kind of little bit simplified version here if we have you can kind of say the dopamine and cortisol in this context I like opposite Broncos right so really dopamine dopamine here when we're when we're delivering a dopamine a search or a dopamine spike well then that's indication of a nice experience something that's good it good for survival and then we have cortisol over here so much respite cortisol is indicative of a bad experience or some of that's not good for a survival so we really want to you know want to keep the balance here it's a good way of thinking about it some of the things that are typical backfires here were trigger high cortisol reactions out for example stop words you have some learned behavior for example where then a certain word can trigger you know a nervous reaction a stress reaction so for example I've experiments quite a lot with using a spam in in in spam policies basically so obviously we've GDP R&R access we consider this but I just want to show this as an example but basically I've done a lot of splits this and this and every time I've had the word spam and spam policy it is it's hurt conform conversions form submissions so this is an example from the usability test that did where I showed this and I asked would you feel safe entering your personal information after reading the spam policy and then you get you get comments like this at a glance it looks like you're spamming me so no or I just see that we hate spam sentence no I probably wouldn't enter my information based on this and the reason why I've used this one is it's actually exactly what I've seen a lot on the internet and the interesting thing here is basically you're emphasizing the one word the stock word that people have a negative reaction to so really all you're doing here is writing spam so this is a typical backfire where you're trying to say we're not going to do this but all you are triggering in certain amount of people anyways is a reaction saying oh my god they're probably going to do that so that's a very literal backfire starwars are very interesting and it's it's one of the things that can really help us figure out within your industry what are the stop words dark patterns obviously Brandon I mentioned this quickly before but you know deliberate spammy behavior you know where you're actually trying to deliver it doop someone so for example this one is disguised dad right you think that you have to click one of those when actually the download button is over on the left under onyx for Mac really so you click that somewhere else that's a horrible feeling and that is very bad expectation management too because I'm thinking one thing is gonna happen with some completely different it's going to happen and then you remember that but another thing see a lot is for example in e-commerce people get you have hidden costs again that's kind of a feeling of helplessness and there's also that feeling of being let down like hey you would dis honest with me I didn't know this I wouldn't have said yes if I had known this another thing is for example we see we're going to usability test and so on qualitative research for example if you sneak something into the basket that's another thing we get people get really angry about so dark patterns are dark for a reason that's because they you know make people basically hate you wants to figure out so as Brian said before it can be effective for short term long term it's going to be damaging to your brand and your relationship with your customers violating expectations so I talked about this earlier where it's really important to manage expectations because another thing is we it's good for a survival when our expectations are met it also makes logical sense as a threat to survival when our expectations are met so we have a negative a cortisol reaction when when something doesn't come through the way we want it to come through this is an example from when I was working at Unbounce and it's such a clear example you might see me use it before but it gets the point across very very well this was an old version of the checkout process where basically you went through a lot of marketing communication for unbox we're saying free trial free trial free trial free trial you go through the pricing page free trial you get to the first step in the checkout it and it says free trial and there's only four pieces of information have to fill out well what happens is when you click the free trial tada 13 surprise fields and we want your credit card information that is a very very very different outcome than what saying so in you know the button was saying summer free trial but really what happened is you need to give up your credit card information so one of the ways we fixed this was to actually have a progress bar that showed these steps and then it actually said a continues with credit card information you're gonna get the free trial but there's different reasons why one bunch of credit card information up front one is obviously will make it easier for Unbounce but also make easier for you if you want to continue to save all your data after you've so that brings me back to just reiterate the point that every single step in the funnel Prime's the next so we've been propping people to believe there was a through trial and there's four form fields you have to fill out when actually there's something completely different violating expectations from ambiguity is another thing that's very difficult for us this also goes back to cognitive psychology you'll see there's a lot of overlap if you read the neuroscience alone or cognitive alone like I was saying before it covers different areas they might have different explanations but once you start getting into both you see there's a lot of overlap and you can put these things together so for example in cognitive psychology one of the things Brian talked about was the fact that it's limited how many things we can do it once people test we also saw the most tests it's really hard so here's an example I live in Vancouver it's a very competitive housing market but while I go out to find a new apartment that's difficult in Vancouver when you find something you want sprint there before board of other people who want the apartment so I saw an apartment I wanted I click the link book an apartment then they got super ambiguous from here because really it's two forms on this page book an apartment and then the other one says or we're going appointment today and I'm like what should I do well I want the apartment I should probably use this one this book apartment today but then I get really confused because then on the other form it says I'm interested in seeing which apartment number I can choose quite a few I can choose between I have no idea which one was ah panic ensues well okay so there's all this a contact information up here basically everything that's the one form here where I have to choose the apartment I don't know which one interested in the other one here talks about doing it today and I have to put in different information there's even a link that takes you off this site to another real estate website but basically I have four different options here what should I do well in this case I was separate at this grid so I fill out both forms I went to the other website I called them I emailed them and I heard nothing back which makes me think that maybe it's just because I forgot to actually fax them because they have a fax number there this is probably right thing to do but this is an extreme example of ambiguity but it just makes you desperate because you're in a hurry you're trying to get something done you've primed me to believe that it's gonna be easier just like a booking appointment all of a sudden I'm starting my checks cuz don't know what to do here so therefore manage the expectations is just really really important in cases like this we want to make sure that that every step is logical and that people actually were driving in them towards an actual goal and that they feel empowered and that they feel like they're in control of what's going on that they actually understand