Neuro Marketing is Bullshit - Chinwag Psych - 15 May 2014

68
Neuro Marketing is Bulls**t @OptimiseOrDie Chinwag Psych 05/14

description

My presentation for Chinwag on what should be in your neuro marketing toolkit - to get inside customers heads and then level this knowledge in your design, split testing and optimisation work

Transcript of Neuro Marketing is Bullshit - Chinwag Psych - 15 May 2014

  • 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
  • #1 : GET OUT OF THE OFFICE @OptimiseOrDie
  • @OptimiseOrDie 1a : Lab Based Testing
  • @OptimiseOrDie 1b : Remote UX Testing 1 2 3 3 3 1 Moderator Participant2 Viewers3 3
  • 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
  • @OptimiseOrDie 1f : Multichannel, Device, Location, Context http://www.nomensa.com/blog/2014/diary-studies-for-multi-device-user-research/
  • #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!
  • #10 : READ STUFF
  • #10 : READ STUFF
  • #10 : FIND STUFF @OptimiseOrDie @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
  • #10 : LEARN STUFF @OptimiseOrDie Baymard.com Lukew.com Smashingmagazine.com ConversionXL.com Medium.com Whichtestwon.com Unbounce.com Measuringusability.com RogerDooley.com Kissmetrics.com Uxmatters.com Smartinsights.com Econsultancy.com Cutroni.com www.GetMentalNotes.com
  • #11 : Agile, Lean and Optimisation @OptimiseOrDie
  • CRO 41
  • Lean CRO Inspection Immersion Identify Triage & Triangulate Outcome Streams Measure Learn Instrument 42
  • 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
  • 6.3 Examples Guide Dogs 65 Bounce Content Engage Donation Pathway Donation Page Starts process Funnel steps Complete
  • 6.3 Within a layer 66 Page 1 Page 2 Page 3 Page 4 Page 5 Exit Deeper Layer Email LikeContact Wishlist Micro Conversions
  • 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