Neuro Marketing is Bulls**t @OptimiseOrDieChinwag Psych
05/14
3Bill &
4 The Invisible Gorilla
The Neuro Marketing Bullshit Toolkit #1 Get out of the office
#2 Immerse yourself #3 Get Session Replay #4 Voice of Customer #5
Act like a Private Eye #6 Test things! #7 Split testing tools #8
Hypothesis design #9 Invest in Copywriting #10 Find, Read, Learn
stuff #11 Agile, Lean and CRO #11 Work the dark side #13
Collaborative toolsets #14 Photography SUMMARY @OptimiseOrDie
Som, feedbackRemote UX tools (P=Panel, S=Site recruited,
B=Both) Usertesting (B) www.usertesting.com Userlytics (B)
www.userlytics.com Userzoom (S) www.userzoom.com Intuition HQ (S)
www.intuitionhq.com Mechanical turk (S) www.mechanicalturk.com
Loop11 (S) www.loop11.com Open Hallway (S) www.openhallway.com What
Users Do (P) www.whatusersdo.com Feedback army (P)
www.feedbackarmy.com User feel (P) www.userfeel.com Ethnio (For
Recruiting) www.ethnio.com Feedback on Prototypes / Mockups Pidoco
www.pidoco.com Verify from Zurb www.verifyapp.com Five second test
www.fivesecondtest.com Conceptshare www.conceptshare.com Usabilla
www.usabilla.com 9 @OptimiseOrDie 1c : Crowdsourced Testing
@OptimiseOrDie 1d : Beer, Caffeine and Work Breaks
DESKTOP & LAPTOP CamStudio (free) www.camstudio.org
Mediacam AV (cheap)www.netu2.co.uk Silverback (Mac)
www.silverbackapp.com Screenflow (Mac) www.telestream.net MOBILE UX
Recorder (iOS) www.uxrecorder.com Skype Hugging bit.ly/tesTfm
Reflector bit.ly/JnwtMo @OptimiseOrDie 1e : Guerrilla Testing
@OptimiseOrDie 1f : Interview Like a Pro! Read these: Dont 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 Dont listen to Users bit.ly/1cQpiIE Interviewing
Tips bit.ly/1fKqu03 More interviewing Tips bit.ly/1bmvGT
#2 : IMMERSE YOURSELF @OptimiseOrDie 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 Be careful about dogfood
though!
Gives you insight missing from other tools Rich source of data
on visitor experiences Segment by browser, visitor type, behaviour,
errors Forms Analytics (when instrumented) are awesome Can be used
to optimise in real time! Session replay tools Clicktale (Client)
www.clicktale.com SessionCam (Client) www.sessioncam.com Inspectlet
www.inspectlet.com Mouseflow (Client) www.mouseflow.com Ghostrec
(Client) www.ghostrec.com Usabilla (Client) www.usabilla.com
Tealeaf (Hybrid) www.tealeaf.com UserReplay (Server)
www.userreplay.com @OptimiseOrDie #3 : GET SESSION REPLAY
Sitewide Omnipresent Feedback Triggered (Behavioural) Feedback
Use of Features, Cancellation, Abandonment 4Q Task Gap Analysis
very good Kampyle www.kampyle.com Qualaroo www.qualaroo.com
Feedback Daddy www.feedbackdaddy.com 4Q 4q.iperceptions.com
Usabilla www.usabilla.com #4 : GET THEIR VOICE
Surveys are an art form. Theyre also highly underrated. The
Autoglass (Belron) NPS survey got a 35% email clickthrough rate and
a 94% fillout rate. Why? Luke Wroblewski www.lukew.com Caroline
Jarrett www.formsthatwork.com Sticky Content www.stickycontent.com
Higher NPS than a well known consumer brand! Why? Systematic
programme of sampling of millions of customers a year. Figuring out
the drivers of delight and dissatisfaction. Optimise. Repeat. #4 :
GET THEIR VOICE
Make contact and feedback easy & encouraged Add contact
& feedback to everything (e.g. all emails) Run regular NPS and
behaviourally triggered surveys Get ratings on Service Metrics Find
what drives the level of delight Listen to customers regularly
Always be asking customers questions (in person or survey) Make the
team spend 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 #4 : GET THEIR VOICE
For your brand(s) and competitors Check review sites,
Discussion boards, News Use Google Alerts on various brands &
keywords See what tools theyre using (www.ghostery.com) Sign up for
all competitor emails Run Cross Competitor surveys This was VITAL
for LOVEFiLM Use Social & Competitor Monitoring tools :
slidesha.re/1k7bflG blog.kissmetrics.com/james-bond-of-the-web/ #5
: ACT LIKE A PRIVATE EYE
#4 Test or Die! Email testing www.litmus.com www.returnpath.com
www.lyris.com Browser testing www.crossbrowsertesting.com
www.browserstack.com www.spoon.net www.saucelabs.com
www.multibrowserviewer.com Mobile devices www.appthwack.com
www.deviceanywhere.com www.mobilexweb.com/emulators
www.opendevicelab.com @OptimiseOrDie #6 : 8 Million Pounds a Year
one bug
Google Content Experiments bit.ly/Ljg7Ds Optimizely
www.optimizely.com Visual Website Optimizer
www.visualwebsiteoptimizer.com Multi Armed Bandit Explanation
bit.ly/Xa80O8 New Machine Learning Tools www.conductrics.com
www.rekko.com @OptimiseOrDie #7 : MACHINE LEARNING
Insight - Inputs #FAIL Competitor copying Guessing Dice rolling
An article the CEO read Competitor change Panic Ego Opinion
Cherished notions Marketing whims Cosmic rays Not on brand enough
IT inflexibility Internal company needs Some dumbass consultant
Shiny feature blindness Knee jerk reactons #8 : Building a
Hypothesis @OptimiseOrDie
Insight - Inputs 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 &
unstructured data Web analytics Competitor evalsCustomer services
#8 : These are the inputs you need @OptimiseOrDie
Insight - Inputs @OptimiseOrDie #8 : Brainstorming the test
Check your inputs Assemble the widest possible team Share your data
and research Design Emotive Writing guidelines
Insight - Inputs @OptimiseOrDie #8 : Emotive Writing - example
Customers 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. Its
going to cost you more if the chip develops into a crack
Insight - Inputs @OptimiseOrDie #8 : THE DARK SIDE Keep your
family safe and get back on the road fast with Autoglass.
Insight - Inputs @OptimiseOrDie #8 : 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 @OptimiseOrDie #8 : PROMPT YOURSELF Check your
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 @OptimiseOrDie #8 : THE FUN BIT! Collaborative
Sketching Brainwriting Refine and Test!
We believe that doing [A] for People [B] will make outcome [C]
happen. Well know this when we observe data [D] and obtain feedback
[E]. (reverse) @OptimiseOrDie
Insight - Inputs @OptimiseOrDie #8 : HYPOTHESIS DESIGN SUMMARY
Inputs get the right stuff Research, Guidelines, Data Framing the
problem(s) Questions to get you going Use card prompts for
Psychology Create a hypothesis Collaborative Sketching Brainwriting
Refine and Check Hypothesis Instrument and Test
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 #9 : 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 arent writing
for simplicity, comprehension and persuasion, youre youre missing
the biggest trick in all this work There is no dumbing down of
content Get some training from www.stickycontent.co.uk STOP 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 Eye control and copy decoration :
mklnd.com/RENTbr #9 : HIRE OR TRAIN GREAT COPYWRITERS
Scarcity principle... #9 : EXAMPLE SPAM MESSAGING
Scarcity principle... #9 : EXAMPLE SPAM MESSAGING We promise
never to maim or kill you whilst shopping!
Think like a store owner! If you cant refurbish the entire
store, which floors or departments will you invest in optimising?
Wherever there is: Footfall @OptimiseOrDie
#12 : WORK THE DARK SIDE TOO Your customer acquisition costs
may be high but churn, returns or lack of repeat custom could be
totally eating your growth ability Churn and Cancellation are vital
sources Talk to your complaints or escalation teams Seek out
unhappy people Interview these pissed off customers Learn from
#fail
#13 Use Great Photos 24 Jan 2012 Persuasion / Influence /
Direction / Explanation Helps people process information and
stories Vital to sell an experience Helps people recognise and
discriminate between things Supports Scanning Visitors Drives
emotional response short.cx/YrBc
@OptimiseOrDie #13 : SPLIT TESTING PHOTOGRAPHY
Terrible Stock Photos : headsethotties.com &
awkwardstockphotos.com Laughing at Salads :
womenlaughingwithsalad.tumblr.com Other Stock Memes :
linkli.st/optimiseordie/7Fdxz @OptimiseOrDie
SPAIN +22% over control 99% confidence @OptimiseOrDie #13 :
PHOTOGRAPHY UX
The Best Companies Have great copywriters at the heart of the
process Source photos and content that support persuasion and
utility Have cross channel, cross device design, testing and QA
Invest continually in analytics instrumentation, tools, people
Prioritise development based on data and customer insight Have an
Agile, iterative, cross-silo, one team project culture Practice
real continuous product improvement Continually reduce cycle
(iteration) time in their process Prefer collaborative tools and
methods to lots of meetings Segment their data for valuable
insights, every test or change Blend long design, continuous
improvement AND split tests Make optimisation the engine of change,
not the slave of ego
Congratulations! Today youre the lucky winner of our random
awards programme. You get all these extra features for free, on us.
Enjoy. Business Future Testing
Insight - Inputs @OptimiseOrDie SUMMARY Great new stuff about
the brain Its all about the inputs & execution Dont randomly
test game the system Drive split tests using Data, Psychology,
Customers If you read all this stuff, youll do well Last 18m :
25%-800% increase in revenue Biggest insight of the last 5 years?
Blending Lean and Agile UX with conversion optimisation techniques*
and participative, collaborative cultures will produce exceptional
products and insights. *(persuasive copywriting & psychology,
analytics, split testing, Kaizen, Kano)
If it isnt working, youre not doing it right
@OptimiseOrDie
53 WRAPUP
Email Twitter : [email protected] : @OptimiseOrDie :
linkd.in/pvrg14 Slides will be posted on
www.Slideshare.net/sullivac
RESOURCE PACK Maturity model Belron methodology example
Building a ring model Manual Models for Analytics
@OptimiseOrDie
Ad Hoc Local Heroes Chaotic Good Level 1 Starter Level Guessing
A/B testing Basic tools Analytics Surveys Contact Centre Low budget
usability Outline process Small team Low hanging fruit + Multi
variate Session replay No segments +Regular usability
testing/research Prototyping Session replay Onsite feedback
________________________________________________________________________
_____________________ _ Dedicated team Volume opportunities Cross
silo team Systematic tests Ninja Team Testing in the DNA Well
developed Streamlined Company wide +Funnel optimisation Call
tracking Some segments Micro testing Bounce rates Big volume
landing pages + Funnel analysis Low converting & High loss
pages + offline integration Single channel picture + Funnel fixes
Forms analytics Channel switches +Cross channel testing Integrated
CRO and analytics Segmentation +Spread tool use Dynamic adaptive
targeting Machine learning Realtime Multichannel funnels Cross
channel synergy
________________________________________________________________________
_______________________
________________________________________________________________________
________________________ Testing focus Culture Process Analytics
focus Insight methods +User Centered Design Layered feedback Mini
product tests Get buyin
_________________________________________________________________________
_______________________Mission Prove ROI Scale the testing Mine
value Continual improvement + Customer sat scores tied to UX Rapid
iterative testing and design + All channel view of customer Driving
offline using online All promotion driven by testing Level 2 Early
maturity Level 3 Serious testing Level 4 Core business value Level
5 You rock, awesomely
________________________________________________________________________
________________________ 56
5 - Belron example Funnel replacement Final prototype Usability
issues left Final changes Release build Legal review kickoff Cust
services review kickoff Marketing review Test Plan Signoff (Legal,
Mktng, CCC) Instrument analytics Instrument Contact Centre Offline
tagging QA testing End-End testing Launch 90/10% Monitor Launch
80/20% Monitor < 1 week Launch 50/50% Go live 100% Analytics
review Washup and actions New hypotheses New test design Rinse and
Repeat!
#1 Building a Model #1 Avinash article #2 The Ring Model #3 3
examples #4 Benefits #5 Summary 58
6.1 Avinash See-Think-Do Avinash Kaushik, analytics guru,
proposes a very nice model for marketing. A brilliant article can
be read here:
http://www.kaushik.net/avinash/see-think-do-content-marketing-measurement-
business-framework/ But this sort of thinking is also relevant to
optimisation CRO often focuses on purely the Do stage rather than
See or Think stages. 59
6.1 Example 60
6.2 The Ring Model Simply looking at conversion points is not
enough We need a way to look at the layers or levels reached So I
developed a ring or engagement model This works for many (but not
all) websites Focuses on depth of engagement, not pages viewed
Helps to see the key loss steps, like a funnel Its not a
replacement for funnel diagrams It helps to see the big picture
involved So lets try some examples 61
6.3 Examples Concept 62 Bounce Engage Outcome
6.3 Examples Shoprush.com 63 Bounce Search or Category Product
Page Add to basket View basket Checkout Complete
6.3 Examples 16-25Railcard.co.uk 64 Bounce Login to Account
Content Engage Start Application Type and Details Eligibility Photo
Complete
6.4 Benefits Helps you see where flow is stuck Sorts out small
opportunities from big wins Ignores pages in favour of Macro and
Micro conversions Lets you show the client where focus should be
Helps flush flow or traffic through to lower levels Avoids
prioritising the wrong part of the model! Example Shoprush problem
is basket adds, not checkout If you had 300k product page views, 5k
adds and 1k checkouts where would your problem be? If you had 300k
product page views, 100k adds and 1k checkouts its a different
place! Example Google adwords site has bad traffic, not conversion
67
6.5 Benefits contd. A nice simple way to visualise complex
websites Does not rely on pages more steps or layers Helps you see
where traffic is stuck or failing to engage more deeply The
combination of traffic potential, UX and persuasion issues combines
to identify opportunity Avoids visual bias when doing an expert
review In the e-commerce example, Rush have optimised product page
first, not homepage. Questions? 68