The Neuromarketing Toolkit - Chinwag Psych - 4 Feb 2014
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Transcript of The Neuromarketing Toolkit - Chinwag Psych - 4 Feb 2014
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 @OptimiseOrD
ie
#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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1 Moderator
Participant2Viewers3
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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@AschottmullerAnalytics, 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@TheBrainLadyNeuro@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
LikeContact
Wishlist
Micro Conversions
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#7 : GET WITH THE NUMBERS
Page 1 Page 2 Page 3 Page 4
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Picture gallery
Read tabbed content
Change colours
Checked size
Out of stock
Added to wishlist
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
Insight - Inputs
#FAIL
Competitor copying
GuessingDice rolling
An article the CEO
read
Competitor change
Panic
Ego
OpinionCherished
notions Marketing whims Cosmic rays
Not ‘on brand’ enough
IT inflexibility
Internal company
needs
Some dumbass
consultant
Shiny feature
blindnessKnee jerk reactons
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#10 : NOW YOU CAN BEGIN
Insight - Inputs
Insight
Segmentation
SurveysSales 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 & unstructured
data
Web analytics
Competitor evalsCustomer
services
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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.com
BBC Fake Smile Test : bbc.in/5rtnv
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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