The Neuro Marketing Toolkit

@OptimiseOrDie

@OptimiseOrDie• UX and Analytics

• User Centred Design

• Agile, Startups, Low budget

• Acquisition, Churn & Conversion optimisation

• Multivariate & A/B testing

• Persuasive Copywriting

• Lean Startup, Analytics, UX

• Call Centre Optimisation

• Holistic Product Optimisation

• CRO and Psychology

• Training in CRO and Split Testing

Was : Group eBusiness Manager, BelronNow : For hire

4 Bill & Ted

5

The Invisible Gorilla

The Neuro Marketing Toolkit

1. Get Out of the Office2. Interview Them Like a Pro3. Immerse Yourself4. Get Their Voice5. Act Like a Private Investigator6. Read Stuff7. Find Stuff8. Learn Stuff9. Get with Behavioural Numbers10. Hire or Train Great Copywriters11. Work the Churn and Cost too12. Execution13. Examples14. Q & A

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#1 : GET OUT OF THE OFFICE

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1a : Lab Based Testing

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1b : Remote UX Testing

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Som, feedbackRemote UX tools (P=Panel, S=Site recruited, B=Both)Usertesting (B) www.usertesting.comUserlytics (B) www.userlytics.comUserzoom (S) www.userzoom.comIntuition HQ (S) www.intuitionhq.comMechanical turk (S) www.mechanicalturk.comLoop11 (S) www.loop11.comOpen Hallway (S) www.openhallway.comWhat Users Do (P) www.whatusersdo.comFeedback army (P) www.feedbackarmy.comUser feel (P) www.userfeel.comEthnio (For Recruiting) www.ethnio.com

Feedback on Prototypes / MockupsPidoco www.pidoco.comVerify from Zurb www.verifyapp.comFive second test www.fivesecondtest.comConceptshare www.conceptshare.comUsabilla www.usabilla.com

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1c : Crowdsourced Testing

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1e : Beer, Caffeine and Work Breaks

DESKTOP & LAPTOPCamStudio (free) www.camstudio.orgMediacam AV (cheap) www.netu2.co.ukSilverback (Mac) www.silverbackapp.comScreenflow (Mac) www.telestream.net

MOBILEUX Recorder (iOS) www.uxrecorder.com Skype Hugging bit.ly/tesTfm Reflection bit.ly/GZMgxR Reflector bit.ly/JnwtMo

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1d : Guerrilla Testing

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1e : The Secret Millionaire• Tesco placed IT users in front line roles with

product• You have to to create this kind of feedback loop• If it isn’t there, you need to push/encourage• Connect the team with pain points AND outcomes

of their work, split tests and changes• Hugely motivational strategy• One last tip – learn how to interview like a pro• Read these:

“Don’t Make Me Think” amzn.to/1gIZEJn“Rocket Surgery Made Easy” amzn.to/1e0hnUL“Talking to Customers” bit.ly/1e0hT58“Talking with Participants” bit.ly/1kKL3LE“Don’t listen to Users” bit.ly/1cQpiIE“Interviewing Tips” bit.ly/1fKqu03“More interviewing Tips” bit.ly/1bmvGT

#2 : IMMERSE YOURSELF

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• Test ALL key campaigns• Use Real Devices• Get your own emails• Order your products• Call the phone numbers• Send an email• Send 11 shoes back• Be difficult• Break things• Experience the end-end• Do the same for

competitors• Team are ALL mystery

shoppers• Wear the magical slippers

• Sitewide Omnipresent Feedback• Triggered (Behavioural) Feedback• Use of Features, Cancellation, Abandonment• 4Q Task Gap Analysis very good

• Kampylewww.kampyle.com

• Qualaroo www.qualaroo.com

• Feedback Daddywww.feedbackdaddy.com

• 4Q4q.iperceptions.com

• Usabillawww.usabilla.com

#3 : GET THEIR VOICE

• Make contact and feedback easy & encouraged• Add contact & feedback to everything (e.g. all

mails)• Run regular NPS surveys • Get ratings on Service Metrics• Fix broken stuff• Ask your frequent, high spend, zealous users

questions• Make the team spend ½ a day a month at the

Call Centre• Meet with your Sales and Support teams ALL the

time• Tip : Take them for Beers and encourage

bitching

#3 : GET THEIR VOICE

• For your brand(s) and competitors• Check review sites, Discussion boards, News• Use Google Alerts on various brands & keywords• Sign up for all competitor emails• Run Cross Competitor surveys• This was VITAL for LOVEFiLM• Use Social & Competitor Monitoring tools :

slidesha.re/1k7bflG

#4 : ACT LIKE A PI

#5 : READ STUFF

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#6 : FIND STUFF

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@danbarker Analytics@fastbloke Analytics@timlb Analytics@jamesgurd Analytics@therustybear Analytics@carmenmardiros Analytics@davechaffey Analytics@priteshpatel9 Analytics@cutroni Analytics@avinash Analytics@Aschottmuller Analytics, CRO@cartmetrix Analytics, CRO@Kissmetrics CRO / UX@Unbounce CRO / UX@Morys CRO / Neuro@UXFeeds UX / Neuro@Psyblog Neuro@Gfiorelli1 SEO / Analytics

@PeepLaja CRO@TheGrok CRO@UIE UX@LukeW UX / Forms@cjforms UX / Forms@axbom UX@iatv UX@Chudders Photo UX@JeffreyGroks Innovation@StephanieRieger Innovation@BrianSolis Innovation@DrEscotet Neuro@TheBrainLady Neuro@RogerDooley Neuro@Cugelman Neuro@Smashingmag Dev / UX@uxmag UX@Webtrends UX / CRO

#7 : LEARN STUFF

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Whichtestwon.comUnbounce.comKissmetrics.comUxmatters.comRogerDooley.comPhotoUX.comTheTeamW.comBaymard.comLukew.comPRWD.comMeasuringusability.comConversionXL.comSmartinsights.comEconsultancy.comCutroni.com

www.GetMentalNotes.com

#7 : GET WITH THE NUMBERS

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• So you’re not wading in Poo all the time ->• Get a Health Check on your Analytics setup (1-2

days)• Invest in your Analytics in 3 areas:

– Instrument : Collect the *right* data– Calibrate : Make sure data is clean and aligns with

KPIs– Insight : Make reports usable, useful, insightful,

actionable

• Measure Customer Intent Groupings: (http://slidesha.re/1gJ5R82)

• Measure bad things and errors: (http://slidesha.re/1nNfSSp)

• Measure interactions, not pages:

#7 : GET WITH THE NUMBERS

Bounce

Engage

Outcome

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#7 : GET WITH THE NUMBERS

Ecommerce

Bounce

Search or Category

Product Page

Add to basket

View basket

Checkout

Complete

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#7 : GET WITH THE NUMBERS

Page 1

Page 2

Page 3

Page 4 Page 5

Exit

Deeper Layer

Email

LikeContact

Wishlist

Micro Conversions

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#7 : GET WITH THE NUMBERS

Page 1

Page 2

Page 3

Page 4

Picture

gallery

Read tabbe

d conte

nt

Change

colours

Checked size

Out of

stock

Added to

wishlist

Email

@OptimiseOrDie

Old Skool

Neuro Marketers

#7 : GET WITH THE NUMBERS

“On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.”David Ogilvy

“In 9 years and 40M split tests with visitors, the majority of gains came from playing with the words.”@OptimiseOrDie

#8 : HIRE OR TRAIN GREAT COPYWRITERS

Why?• Because every word, every piece of copy, each error

message, all the emails, the forms, the web pages – are your BRAND and EXPERIENCE

• The words set the emotional landscape and lens through which your entire product is viewed

• If you aren’t writing for simplicity, comprehension and persuasion, you’re missing the biggest trick in all this work

• Get some training from www.stickycontent.co.uk• Hire DM copywriters or people with Solid web

experience• Stop people filling in (Developers & Error Messages)• We know lots of new things about the brain but the

techniques in persuasive writing have been around for decades

#8 : HIRE OR TRAIN GREAT COPYWRITERS

#8 : HIRE OR TRAIN GREAT COPYWRITERS

"The best ads ask no one to buy, but they are based on the knowledge of human nature."

#9 : WORK THE ASS END TOO

• Churn and Cancellation• Have an ‘A Team’ for Service Recovery• Example – Cancellation

– Offer payment holiday– Ask for Churn reason– Send to ‘Save Team’– Tune and improve– 15% reduction in Churn

• Seek out unhappy people• Talk to escalation or recovery teams• Interview the customers• Learn from the negative side

#FAIL

Competitor

copyingGuessing

Dice rolling

An article the CEO

read

Competitor

change

Panic

Ego

OpinionCherished notions Marketin

g whims Cosmic rays

Not ‘on brand’ enough

IT inflexibilit

y

Internal company

needs

Some dumbass consultan

t

Shiny feature

blindnessKnee jerk reactons

Insight - Inputs

@OptimiseOrDie

#10 : NOW YOU CAN BEGIN

Insight

Segmentation

Surveys

Sales and Call

Centre

Session Replay

Social analytics

Customer contact

Eye tracking

Usability testing

Forms analytics Search

analytics Voice of Customer

Market research

A/B and MVT

testing

Big & unstructur

ed data

Web analytics

Competitor evalsCustomer

services

Insight - Inputs

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#10 : NOW YOU CAN BEGIN

Insight - Inputs

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#10 : NOW YOU CAN BEGIN

• Check your inputs• Assemble the widest possible team• Share your data and research• Create a UX levers (Emotional Copywriting) guide

Insight - Inputs

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#10 : UX LEVERS EXAMPLECustomers do not know what to do and need support and advice• Emphasize the fact that you understand that their situation is stressful • Emphasize your expertise and leadership in vehicle glazing and will help

them get the best solution for their situation• Explain what they will need to do online and during the call-back so that they

know what the next steps will be• Explain that they will be able ask any other questions they might have during the

call-back Customers do not feel confident in assessing the damage• Emphasize the fact that you will help them assess the damage correctly online Customers need to understand the benefits of booking online• Emphasize that the online booking system is quick, easy and provides all the

information they need in regards with their appointment and general cost information

 Customers mistrust insurers and find dealing with their insurance situation very frustrating• Where possible communicate the fact that the job is most likely to be free for

insured customers, or good value for money for cash customers• Show that you understand the hassle of dealing with insurance companies –

emphasise that you will help with their insurance paperwork for them, freeing them of this burden

 Some customers cannot be bothered to take action to fix their car glass • Emphasize the consequences of not doing anything,

e.g. ‘It’s going to cost you more if the chip develops into a crack’

Insight - Inputs

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#10 : THE DARK SIDE

“Keep your Family safe and get back on the road fast with Autoglass.”

Insight - Inputs

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#10 : NOW YOU CAN BEGIN

• You should have inputs, research, data, guidelines• Sit down with the team and prompt with 12

questions:

● Who is this page (or process) for?● What problem does this solve for the user?● How do we know they need it?● What is the primary action we want people to take?● What might prompt the user to take this action?● How will we know if this is doing what we want it to do?● How do people get to this page?● How long are people here on this page?● What can we remove from this page?● How can we test this solution with people?● How are we solving the users needs in different and better ways

than other places on our site?● If this is a homepage, ask these too (bit.ly/1fX2RAa)

Insight - Inputs

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#10 : NOW YOU CAN BEGIN

• Check your UX or Copywriting guidelines.

• Use Get Mental Notes• What levers can we apply

now?• Create a hypothesis:

“WE BELIEVE THAT DOING [A] FOR PEOPLE [B] WILL MAKE OUTCOME [C] HAPPEN. WE'LL KNOW THIS WHEN WE SEE DATA [D] AND FEEDBACK [E]”

www.GetMentalNotes.com

Insight - Inputs

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#10 : NOW YOU CAN BEGIN

• Collaborative Sketching

• Brainwriting• Refine and Test!

Insight - Inputs

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#10 : SUMMARY

• Inputs – get the right stuff• Research, Guidelines, Data• Framing the problem• Questions to get you going• Use Card Prompts for

Psychology• Create a hypothesis• Collaborative Sketching • Brainwriting• Refine and Check Hypothesis• Instrument and Test

• If there is limited availability of something, we assume it is more valuable, and we want it even more.

Scarcity principle...#11 : EXAMPLE 1 - SCARCITY

Scarcity principle...#11 : EXAMPLE 2 – SPAM MESSAGING

Scarcity principle...#11 : EXAMPLE 2 – SPAM MESSAGING

+13.9%

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#11 : EXAMPLE 3 – PHOTOGRAPHY

+5.9%

Terrible Stock Photos : headsethotties.com & awkwardstockphotos.comLaughing at Salads : womenlaughingwithsalad.tumblr.comBBC Fake Smile Test : bbc.in/5rtnv @OptimiseOrD

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#11 : EXAMPLE 3 – PHOTOGRAPHY

SPAIN

+22% over control

99% confidence

“It’s not about what you think when you look at the design – it’s about the reaction it causes in the mind of the viewer. Always design for that first.”

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#11 : EXAMPLE 3 – PHOTOGRAPHY

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#11 : EXAMPLE 4 – PROMO CODE ANGST

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#11 : EXAMPLE 4 – PROMO CODE ANGST

Got a promo code?Got a promo code or voucher?

Insight - Inputs

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SUMMARY

• Great new stuff about the brain• It’s all about the inputs & execution• Don’t randomly test – game the

system• Drive split tests using Psychology• If you read all this stuff, you’ll do well• Last 12m : 25%-800% increase in

revenue

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Download Slides : slidesha.re/1n8G7Qb & Questions

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