We make some changes to our websites, all to increase conversions or meet other KPIs. What we forget is that changing the design does not directly lead to the goal (increasing conversions). What does lead to that goal is the change in user behavior. We optimize human behavior, and only if we optimize for the human, not from the human, is the website visitor likely to be truly satisfied.

As online optimizers, we investigate whether changes in design lead to a higher conversion rate. Simply put, we test a change in design with the expectation that this modification will help us achieve the predetermined goal. In most cases, this goal is to increase conversions, but this could well be another KPI such as, newsletter signups or clicks to the next page.

At least, that's how it's explained in most cases. However, what we forget is that the change in design does not directly lead to the goal (increasing conversion). There is another step in between. What ultimately leads to achieving the goal is the change in behavior brought about by the change in design.

In short, we don't optimize websites, we optimize people's behavior.

Looking at it that way, you can distinguish between two forms of optimization: 1) optimizing from man and 2) optimizing for man.

1. Optimizing human beings

Suppose we optimize the website of an Internet service provider with the goal that a lot of subscriptions are purchased online. If we optimize this website into one where the visitor has no freedom at all to think for himself, because the website is completely optimized so that the most expensive subscription is purchased, then we are optimizing the human being.

In this case, every effort will be made to push the website visitor toward a purchase. Think of using urgency at the moment when we know that urgency will lead to more people buying, such as, for example, op=op promotions. Or we use the decoy effect, making all subscription options seem like a worse choice than the most expensive subscription.

In short, when we optimize the human, we are making the human exhibit the desired behavior for the website owner.

2. Optimizing for humans

On the other hand, if we optimize the same Internet provider website with the goal of letting visitors choose a subscription that suits them best, we proceed differently. If we optimize for this purpose, we end up with a website where the visitor has freedom of choice and where there are thus multiple types of products being sold, because after all, different products suit different people.

In that case, we want to make sure that we remove distractions (irrelevant content for the choice process), but also add all the information needed to make the choice. For example: we need to indicate how many call minutes and data are included in a subscription. This is relevant to the choice process. But sometimes giving information is also indicating that a particular product has the most frequently chosen is. By doing so, we give website visitors a frame of reference to base their choice on. What the exact ratio of different information is we try to find out through experimentation and varies from company to company.

When we optimize for humans, we are optimizing for humans to make the optimal choice for humans themselves.

Let's optimize more for humans

Optimizing from man is to strongly influence behavior. Optimizing forman is a combination of the ability to think reflectively and the nudge in the right direction to make the personal choice. It seems like a small difference, but it is very important.

If we are only concerned with optimizing humans to get them to exhibit the ‘right’ behavior - namely, ensuring a higher conversion rate - we are steering too much and the chances are increased:

1. Loss of autonomy: Among other reasons, many people experience aversion or even disbelief the moment urgency is applied to a website.
2. Adverse effects in the long run: Visitors feel less helped by the website and are less likely to return.
3. One might wonder how ethical it's at the point where you're just directing your visitor to buy.

If we optimize for humans - so that humans can make the perfect choice for themselves - the website visitor is more likely to be satisfied with the website visit and the choice made.

The challenge is to strike the right balance between reflective thinking and the nudge needed to get your visitor to make the perfect choice.

As our research has increased our knowledge of decision-making, we are pretty good at guiding behavior. But be aware of the adverse effects that a pure conversion goal carries.

So think carefully about who you are optimizing for.