The synergies between Behavioral Interventions and Conversion Rate Optimization

My offering as an independent consultant is centered around two areas:

  • behavioral interventions: I use the results from a range of behavioral sciences—mainly behavioral economics & behavioral finance—to improve revenue generation, operational efficiency and customer satisfaction
  • conversion rate optimization: I increase the percentage of people visiting a website or using a mobile app who actually do what you want them to do (they “convert”). Buying for e-commerce, becoming paying users for SAAS, etc.

Many clients are interested in the reasons why I am offering what can be seen as a dual offering. The answer is simple: my work in one area directly improves my skills and expertise in the other. These two domains complement each other very well and being able to offer this dual expertise enables me to achieve much higher results for my clients than just concentrating on one of them.

Behavioral Economics is key for impactful CRO

Behavioral sciences and behavioral economics in particular provide many robust insights on why people do what they do and why they sometimes act in predictable but counter-intuitive ways. Of course, all this body of knowledge is directly relevant for Conversion Rate Optimization since we are trying to shape the behavior of people through, for example, a website’s structure, design, user journey, microcopy, etc.

Tools and results from all behavioral sciences have exploded recently but if you are able to sort through the academic research published on a continual basis, you can discover new results directly applicable to CRO.

In addition to providing a large body of knowledge from which one can draw to better understand where optimization could be best applied regarding the CRO process, an expertise in behavioral science research also facilitates being able to apprehend and use A/B testing rigorously. A/B tests are basically behavioral sciences experiments. And most experiments are poorly designed, executed and then interpreted, simply because people not exposed to the rigors of academic research find it hard to consider all the aspects of a tests that could invalidate their data.

My expertise in Behavioral Sciences allows me to be better at CRO by:

  • understanding why visitors/users are not converting
  • generating much better testing hypothesis based on scientific results
  • conducting a testing program rigorously

CRO experience and expertise enables better Behavioral Interventions

But the synergies are not just one way: having hands-on experience at running large-scale CRO programs with a large testing components also feeds back to Behavioral Interventions (BI). All BI processes incorporate a step to test at small-scale the effects of the intervention envisaged.

Having a deep experience with online A/B testing makes it much easier to design such a step for a BI, and to take into account how testing actually works in the real world. It also keeps me on the edge of the technologies available to integrate a digital component in mainly “offline” behavioral interventions.

Lastly, what we actually work on during a behavioral intervention are those amenable touchpoints where we think that adapting the touchpoints using behavioral insights can lead to the desired results. Increasingly of course, such touchpoints are digital ones, and having a deep CRO expertise to draw on can be the difference between success or failure.

Combining BI and CRO for maximum impact

Being able to draw on my expertise and experience in these two areas and to use them in innovative ways is key to the results I achieve for my clients. It also explains why I sometimes engage with clients as a solo consultant, but also why I sometimes engage with them as an expert on a third-party consulting team.

I am usually able to generate new and original insights that can be put to a test in a matter of days, not weeks.

Want to test me? Please let me know: I am known to love results-based fees only, with no fixed costs on your side.