{"id":620,"date":"2017-06-18T09:54:23","date_gmt":"2017-06-18T08:54:23","guid":{"rendered":"http:\/\/silta.es\/dixIT\/reflexiones-IT\/?p=620"},"modified":"2017-06-18T09:54:23","modified_gmt":"2017-06-18T08:54:23","slug":"psychd-a-new-user-psychology-framework-for-increasing-funnel-conversion-guest-post-at-andrewchen","status":"publish","type":"post","link":"https:\/\/silta.es\/juantatay\/psychd-a-new-user-psychology-framework-for-increasing-funnel-conversion-guest-post-at-andrewchen\/","title":{"rendered":"Psychd: A new user psychology framework for increasing funnel conversion (Guest Post) at andrewchen"},"content":{"rendered":"<p>Origen: <em><a href=\"http:\/\/andrewchen.co\/psychd-funnel-conversion\/\">Psychd: A new user psychology framework for increasing funnel conversion (Guest Post) at andrewchen<\/a><\/em><\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-621\" src=\"http:\/\/silta.es\/dixIT\/reflexiones-IT\/wp-content\/uploads\/2017\/06\/Psych-framework-1.jpeg\" alt=\"\" width=\"1002\" height=\"693\" \/><\/p>\n<p>Every element of a webpage either inspires us by giving us more units of Psych or overwhelms us by depleting our existing store of Psych.<\/p>\n<p>\u2026<\/p>\n<p>A user at 100 Psych is maximally committed to their current experience, does not need further motivation, and will overcome most challenges. For example, a person who needs to file their taxes tonight will do whatever it takes to download their W2 from their company\u2019s payroll site. They\u2019ll complete a forgotten password step, suffer through a poor interface they\u2019ve never used before, and read through confusing numbers in order to get their taxes done in time.<\/p>\n<p>A user at 0 Psych is exhausted and disinterested, to the point of abandoning their current experience. For example, a person accidentally clicking on an ad who realizes they\u2019ve ended up on a scam site will have no motivation to continue and will bounce.<\/p>\n<p>\u2026<\/p>\n<p><strong>1. Assess initial Psych<\/strong><br \/>\n<strong>2. Psych on the landing page<\/strong><br \/>\n<strong>3. Enter personal info<\/strong><br \/>\n<strong>4. Interact with product<\/strong><br \/>\n<strong>5. Enter payment information<\/strong><\/p>\n<p>\u2026<\/p>\n<p>But optimizing Psych isn\u2019t just a matter of removing clicks and reducing text. In some cases, more detailed forms or copy can help by decreasing the cognitive load on making the decision \u2014 even though it\u2019s technically more effort. For example, including more information about security and money-back guarantees can overcome trust barriers and alleviate fears for big purchases.<\/p>\n<p>\u2026<\/p>\n<p>Airbnb does a good job of loading up the page with +Psych elements because they know they\u2019re asking a lot of the user:<\/p>\n<ul>\n<li>\u201cEarn money? Yes please.\u201d \u2192 <strong>+10 Psych<\/strong><\/li>\n<li>\u201cI can rent out an entire place, or a room, or just a couch? Then there probably is something for me.\u201d \u2192 <strong>+5 Psych<\/strong><\/li>\n<li>\u201c$741 weekly average\u2026 higher than I thought.\u201d \u2192 <strong>+10 Psych<\/strong><\/li>\n<li>\u201cHost insurance, and a $1M guarantee that protects my stuff\u2026 ok phew.\u201d \u2192 <strong>+4 Psych<\/strong><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Origen: Psychd: A new user psychology framework for increasing funnel conversion (Guest Post) at andrewchen Every element of a webpage either inspires us by giving us more units of Psych or overwhelms us by depleting our existing store of Psych. \u2026 A user at 100 Psych is maximally committed to their current experience, does not  [&#8230;]<\/p>\n","protected":false},"author":3,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-620","post","type-post","status-publish","format-standard","hentry","category-sin-categoria"],"jetpack_featured_media_url":"","jetpack-related-posts":[],"jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/silta.es\/juantatay\/wp-json\/wp\/v2\/posts\/620","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/silta.es\/juantatay\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/silta.es\/juantatay\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/silta.es\/juantatay\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/silta.es\/juantatay\/wp-json\/wp\/v2\/comments?post=620"}],"version-history":[{"count":0,"href":"https:\/\/silta.es\/juantatay\/wp-json\/wp\/v2\/posts\/620\/revisions"}],"wp:attachment":[{"href":"https:\/\/silta.es\/juantatay\/wp-json\/wp\/v2\/media?parent=620"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/silta.es\/juantatay\/wp-json\/wp\/v2\/categories?post=620"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/silta.es\/juantatay\/wp-json\/wp\/v2\/tags?post=620"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}