Design for Conversion » Coverage

The Design for Conversion way of thinking

Arjan Haring — Sat, 02 Jan 2010 04:58:43 +0000

There are at least 3 perspectives worthwhile taking when you are interested in designing for conversion. One is the Persuasive Technology approach, which is heavily influenced by the ground braking work done by Daniel Kahneman.
Steve Jobs is still seen as one of the über Design guru’s creating experiences that strike the right emotional cord and are meaningful. Thus we have used him to represent the Experience Design approach.
Last but not least, scientific crusader of evolutionary gospel Richard Dawkins is seen as guru within the Evidence Based Marketing tribe. Read more about these approaches and our framework.

DfC ~ The Mobile Edition: Video Impression

Arjan Haring — Fri, 18 Dec 2009 06:33:13 +0000

Click here to view the embedded video.

#dfcmob winning team

Arjan Haring — Thu, 17 Dec 2009 08:31:16 +0000

From left to right: Eddy Boeve, James Tjan, Mark Kassteen, Tom Prakke, Bas Wit, Anne Roos Hassing, (Nils van den Broek; not in the same team, but always in the spotlight).

Christel De Maeyer had to go back to Belgium, so she left just before the finale. And the last team member; Mariek Witlox was not in this picture for some reason.

Winning preso

Arjan Haring — Wed, 16 Dec 2009 11:39:48 +0000

Click here to view the embedded video.

Some pictures of the Keynote dinner and conference

Arjan Haring — Mon, 14 Dec 2009 07:45:08 +0000

See the entire set of Evert Stobbe on Flickr. And be sure to check out Lotte Zwijnenburg’s pictures and the pics Matthew Niederberger and Iskander Smit made. If you have any pics, please let us know.

DfC Buzz Report

Arjan Haring — Mon, 14 Dec 2009 06:26:30 +0000

Counting down: 7 days till #dfcmob

Arjan Haring — Fri, 04 Dec 2009 06:15:35 +0000

We are almost done with the preparation of #dfcmob.

Everybody is working at full speed. With everybody we mean: Ruben Timmerman, Frank Overbeek, Mona Patel, Evert Stobbe, Marijn Driessen, Lotte Zwijnenburg, Peter Boersma, Hugo Koopmans, Pieter Jan Troost, Tanja de Bie, Joost de Valk, Stefan Wobben, Mark Kassteen, Robert Jan Verkade, Iskander Smit, Bram Alkema, Bram van Essen, Bart Clement, Nils van den Broek, Sjors Provoost, Priya Prakash, Tom Prakke, Scott Weiss, Jerome Nadel, Christel De Maeyer, Ferry Den Dopper, Anouk Randag, Pieter Stel, Arnoud Markus, Karen Aarts, Karin van den Driesche, Peter van der Graaf, Ronald Verschueren, and of course Reinout Wolfert. I am sorry if I’ve left someone out. Funny thing is that we never wanted a big organisation behind DfC

Persuasive Technology 101
We are very glad that team captain Pieter Jan Troost and his BuyerMinds colleague Joris Groen have written the first serious overview article on Persuasive Technology for professionals. A special thanks goes out to BJ Fogg, Susan Weinschenk and Bryan Eisenberg who were so kind to comment on the 1st version of this article. As said the article is the first ever written overview and we would like to invite you to follow in the steps of BJ, Susan and Bryan and post your comments, questions or tweet the article to friends.

Serious Help Needed
If you have ever attended a class on the psychology of facebook by BJ Fogg, you will know how important your profile picture is. Co-organizer and good friend Jay de Groot seems to realize this too. But I think he needs some help (preferably professional help), this is just a small selection of the profile pictures that Jay has. I want to use this opportunity to ask which picture you think is the most persuasive? Please reply to this mail. On DfC I will present him with a framed picture of your choice.

Invite 1 really Cool person
The conference is filled up nicely, but we do still have a limited number of seats available. So if you know a cool -and only if he/she is really cool- analytics/design/marketing friend, please tell him/her about our conference/party.

! Warning for people with a Heart Condition
Because the resident DJ has almost 16.000 watt at his disposal, and he is trigger happy, you might want to reconsider coming to the conference. Or at least sit in the very back of the venue. Be ready for some hard pounding, gut ripping beats next Friday.

Only 17 days till DfC ~ The Mobile Edition

Arjan Haring — Tue, 24 Nov 2009 03:55:53 +0000

Can you already sense the electricity in the air? We sure can!

We are extremely psyched and can’t wait to show you the new and improved Design for Conversion experience.

Framework: Persuasion, Experience and Evidence
This time around we wanted to share with you the framework within we think about conversion. So this is how we select speakers, team captains and also how we divide the teams. Would be nice to know how you map out in this framework. Please let us (by replying to this e-mail) know so we can balance the teams as much as possible.

4 Keynote Speakers
At DfC we are proud to have a history of cool speakers. Sometimes it is a bit of a gamble. But not this year. This year we guarantee that our speakers will blow you away. You are in for a real treat, and of course we will schedule some time during the day so that you can make (funny) pictures with them.

20 (!) Team Captains
More than ever we are very proud to have 20 of the most senior conversion experts of Holland facilitating throughout the day. Couples of two (analytics mixed with design) will make sure you will have a great day. Check out the Team Captains here.

Invited DJ: Eddy Blackwire
Our Resident DJ thought it was a good idea to invite a DJ that – for a change – can really spin the wheels of steel. Maybe you already know him by his normal name Eduard Blacquiere or his twitter handle @Edwords. During the day he is one of Holland’s best SEO experts, but at night he magically transforms in of the most progressive sounding club DJ’s of the moment. For DfC he will play a extremely provocative set at Loods 6 to make sure you don’t have any excuses NOT to get down.

We have to get back to work now, loads of things to wrap up, hand puppets to make and hair to weave.

We will check in with you a week before the 11th.

Peace out.

Jay & Arjan

Jigga what? (About DfC)

Arjan Haring — Fri, 20 Nov 2009 06:22:04 +0000

Design for Conversion is a highly interactive conference aiming to collectively (as one big family) deepen our knowledge of Persuasive Technology, Experience Design and Evidence Based Marketing, and how these disciplines can learn from each other. With heavy doses of design thinking, cognitive psychology and statistical knowledge we are very serious in taking up a worldwide conversion challenge.

Jigga who?
We actively invite database marketers, e-commerce managers, interaction designers, marketers, information architects, copy writers, usability engineers and business intelligence experts to join our conference.

More in general we are looking for people that are not afraid of making mistakes and putting themselves out there by contributing their ideas to the discussion. We realize conversion is a immensely complex subject that needs to be studied and put to test much much more. So come on, join us, it will be fun!

Jigga why?
If you are very sweet, you can maybe suck on Jay’s thumb.

Next to that we work with the so called Design for Conversion Framework. If you know your place in this framework we will guarantee that you either deepen your knowledge of your own discipline or will know more about one of the other essential disciplines for conversion.

Click here to view the embedded video.

Statistical significance & other A/B test pitfalls

Arjan Haring — Tue, 17 Nov 2009 04:06:41 +0000

Just read a very insightful post by good UX friend Cynnedd Bowles of Brighton based Clearleft and I think he makes an excellent point. Although I can’t say I fully agree with him.

Last week I tossed a coin a hundred times. 49 heads. Then I changed into a red t-shirt and tossed the same coin another hundred times. 51 heads. From this, I conclude that wearing a red shirt gives a 4.1% increase in conversion in throwing heads.

A ridiculous experiment (yes, I really did it) with a ridiculous conclusion, yet I sometimes see similarly unreliable analysis in A/B testing.

Read the full post here.