Enough Psycho- Babble ... Show me

Enough of the psychobabble

Show me....

26 November 2014

It’s a bit scary - do I need it all?


In a word ....


It’s all about little steps…


Towards digital maturity


Knowledge is power


It’s a constant process…


an approach

the variants

onto live site

the analytics

the approach


A few practical examples

Different approaches

There are lot of ways going about this:

I will show you 2 very simple approaches:

• Randomised controlled trial

• Pre-Post experiment


Randomised controlled trial

• An approach for large audiences

• Indentify a goal or engagement point

• Utilise behavioural psychology principles

• Develop content experiments ( AB or MV testing)

• Gather data

• Determine engagement

• Make changes


Design

Build/Deploy

Analyse

Refine

Randomised controlled trial

• Content experiment on a Download a Brochure page

• Created 8 versions to test engagement

• Data is collected over a two week period

• This then informs approach going forward


Control form


Fear of loss


Reduced cognitive load


Social proof


Need for privacy


Value exchange


Visualisation


Fear of ambiguity


Positive reinforcement


Outcomes

• Find out what motivates people

• Create deeper understanding of audience

• Drive engagement by presenting most relevant content

• Ability to personalise according to specific user traits

• Helps shape future engagement plans


But I don't have a large test audience


Pre-Post experiment

• Controlled environment (smaller test group)

• Surveys to filter out confounding variables and bias

• Understand the audiences’ personality traits and inclinations

• Define the test audience:

• Variables

• Scales

• Satisfaction

• Engagement


Pre-Post experiment

• Drive engagement with a form

• Same goal but different approach

• Pre define audience (survey)

• Give them all the variables to test

• Survey post interaction

• Measure results


Pre experiment

In the pre-test we wanted to identify 3 different aspects:

• demographic variables,

• questions measuring their digital literacy,

• psychological variables

We then devised questions based on:

• Big five personality scale (identify personality traits)

• Satisfaction with life scale (interpret responses)

To this we added questions to measure housing and socioeconomic

status to assess social ties.


Pre


Form variation testing


Post

• Gauge the level of satisfaction and engagement with the page

• Evaluate the individual approaches

To this we added questions from the following scales to create the

holistic data set:

• Trust scale (reassurance)

• Resistance to change scale


Post


Outcomes

• Improved user experience through behavioural insights

• Understand personality and inclinations

• Understand what motives different audiences types

• Gathering of very specific information for tailored

personalisation


So what's stopping you

• Nothing

• You don't need months of strategy – its Agile

• Small changes can yield big results

• Be prepared to evolve with your audience

• Accept they are not rational

• Get out there and start testing


Thank you.

Jonathan von Abo

[email protected]

Enough Psycho- Babble ... Show me

Marketing

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