Emotional Engagement and Brand Perception
 

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Emotional Engagement and Brand Perception

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This is your brain.
This is your brain on a mobile site with throughput throttled just enough to frustrate the heck out of you.

This is your brain thinking about all the tests you could run if you had your own lightweight, wireless EEG braincap to directly but passively monitor brain activity in your customers as they interact with your digital assets.

From the eMetrics Conference in Chicago, Radware Evangelist Tammy Everts describes a mobile web stress test conducted to gauge the impact of network speed on emotional engagement and brand perception. Neural marketing has escaped the lab and has found its way into practical applications. For even more on the web stress tests, please visit: http://www.radware.com/mobile-eeg2013/

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Emotional Engagement and Brand Perception Presentation Transcript

  • 1. Tammy Everts (@tameverts) eMetrics Chicago – June 16-19, 2014 Emotional Engagement and Brand Perception How we used EEG technology to measure the neurological impact of slow web pages on mobile device users
  • 2. Slide 2 Have you ever done any of the following when a site takes too long to load? a. Cursed at your phone b. Screamed at your phone c. Thrown your phone
  • 3. Slide 3 Tealeaf/Harris Interactive, 2011@tameverts
  • 4. Slide 4 1 Why do we care so much about mobile web performance? 2 Why neuroscientific mobile testing? 3 What is emotional engagement research? 4 How did we perform our study? 5 What kinds of insights did we gain? @tameverts
  • 5. It’s a mobile-first world.
  • 6. Slide 6 55% of all time spent on retail sites takes place on a mobile device. comScore, October 2013 @tameverts
  • 7. Slide 7 @tameverts
  • 8. Four all-too-common mobile assumptions
  • 9. Slide 9 Assumption #1 My site isn’t slow on mobile.
  • 10. Radware, 2013 State of the Union: Mobile Ecommerce Performance Slide 10 @tameverts
  • 11. Radware, 2013 State of the Union: Mobile Ecommerce Performance Slide 11 @tameverts
  • 12. Assumption #2 Mobile users expect pages to be slow. Slide 12
  • 13. Keynote, 2012 Mobile User Survey Slide 13 @tameverts
  • 14. Slide 14 Assumption #3 Mobile users want to browse, not buy.
  • 15. Slide 15 By 2017, retail mcommerce is expected to hit $113 billion – 26% of total ecommerce sales. eMarketer, September 2013
  • 16. Mobile shopping cart abandonment rate is 39% greater than desktop rate. 2013 Google I/O Slide 16 @tameverts
  • 17. Slide 17 Assumption #4 Users will stick around, even if pages are slow, if they really want to buy.
  • 18. Skava/Harris Interactive, 2013 Slide 18 @tameverts
  • 19. Slide 19 Case study: The impact of HTML delay on mobile business metrics@tameverts
  • 20. Slide 20 1 Mobile usage (time on site) for retail has overtaken desktop. 2 People expect sites to be at least as fast on their mobile devices as on their PCs. 3 Most mobile sites are far too slow. 4 This slowness has a significant impact on abandonment rate and other business metrics. @tameverts
  • 21. Why neuroscientific mobile testing? Slide 21
  • 22. Slide 22 • 2010 EEG study of desktop users • Throttled connection from 5MB to 2MB • Found that participants had to concentrate up to 50% harder • Afterward, participants reported negative brand associations @tameverts
  • 23. Slide 23
  • 24. Slide 24
  • 25. What is emotional engagement research?
  • 26. “95% of the consumer’s decisions are made at the subconscious level.” Dr. Gerald Zaltman, Harvard University
Executive Committee of Harvard University’s Mind, Brain and Behavior Interfaculty Initiative Slide 26 @tameverts
  • 27. Slide 27
  • 28. Slide 28
  • 29. Patients with damage to emotional parts of the brain cannot make decisions, despite having no change in IQ. Antonio Damasio, Descartes’ Error Slide 29 @tameverts
  • 30. The problem with surveys… Traditional research relies on eliciting post-cognitive responses. But thinking and talking about emotions changes and distorts them. Slide 30 @tameverts
  • 31. Five benefits of neuroscientific testing 1 Evaluates think/feel (not say) 2 Quantified data 3 Moment-by-moment interaction 4 Cause-and-effect triggers 5 Fresh, deeper insights Slide 31 @tameverts
  • 32. Simplified cognitive timeline Slide 32 @tameverts
  • 33. EEG Emotional Engagement Study: How We Did It
  • 34. Our research team • Seren – leaders in customer experience & service design • NeuroStrata – expert consultants in blending neuromarketing applications • Neurosense – global leader in implicit methodologies Slide 34 @tameverts
  • 35. The brands we tested Slide 35
  • 36. Our test participants • 24 participants (12 male and 12 female) • Pre-screened to ensure normal cognitive functioning • Experienced mobile device users • Did not know they were part of a performance study Slide 36
  • 37. Jakob Nielsen, Why You Only Need to Test with 5 Users, 2000 Slide 37 @tameverts
  • 38. Methodology • Standardized set of shopping tasks (browsing and checkout) • Testers served sites over one of two speeds: – normal Wifi – artificial 500ms delay • Using EEG headset and eyetracker, measured moment- by-moment responses Slide 38 @tameverts
  • 39. Slide 39
  • 40. Slide 40 Why test a 500ms delay? Case study: The impact of HTML delay on mobile business metrics @tameverts
  • 41. Slide 41 We focused on the metrics most affected by the 500ms delay: Emotional engagement Frustration
  • 42. Slide 42
  • 43. Normal speed Slide 43 2.66s 2.92s 2.83s 4.24s
  • 44. Frustration levels across sites (normal speed) Slide 44 @tameverts
  • 45. Engagement levels across sites (normal speed) Slide 45 @tameverts
  • 46. 500ms delay: Peak frustration results Slide 46 @tameverts
  • 47. 500ms delay: Average engagement results Slide 47 @tameverts
  • 48. EEG test summary • A mere 500ms delay results in significant increase in frustration levels. • Faster pages result in higher levels of engagement. • Different sites trigger emotional shifts at different phases of the experience (browsing vs. checkout). • Important: These tests happened under ideal browsing conditions. Slide 48 @tameverts
  • 49. Slide 49
  • 50. Impact of site speed on post-test brand association Slide 50 @tameverts
  • 51. If pages aren’t fast, everything suffers. Content “boring” Visual design “tacky” and “confusing” Navigation “frustrating” and “hard-to-navigate” Slide 51 @tameverts
  • 52. Slide 52 @tameverts
  • 53. Takeaways
  • 54. 1 People feel “web stress” even when shopping under ideal conditions. 2 Slower web performance has a clear and measurable impact on people at a neurological level. 3 Slow sites can seriously undermine overall brand health. 4 The nature and scale of impact varies, depending on a number of factors (e.g. inherent strength/weakness of brand). 5 This presents great opportunities to strengthen overall brand by investing in performance optimization. Slide 54 @tameverts
  • 55. Slide 55
  • 56. http://www.radware.com/mobile-eeg2013/ Slide 56 @tameverts
  • 57. Sources Web Stress: A Wake-Up Call for European Business (Foviance, 2010) http://www.ca.com/us/~/media/files/supportingpieces/final_webstress_survey_report_229296.aspx 2013 Social & Mobile Commerce Consumer Report (Shop.org / comScore) http://shop.org/research/original/2013-social-mobile-commerce-consumer-report 2012 Mobile User Survey (Keynote) http://www.keynote.com/docs/reports/Keynote-2012-Mobile-User-Survey.pdf 2013 State of the Union: Mobile Ecommerce Performance (Radware) http://www.radware.com/mobile-sotu2013/ The Danger of a Poor Mobile Shopping Experience [INFOGRAPHIC] http://www.getelastic.com/the-danger-of-a-poor-mobile-shopping-experience-infographic/ Case study: The impact of HTML delay on mobile business metrics (Web Performance Today, November 2011) http://www.webperformancetoday.com/2011/11/23/case-study-slow-page-load-mobile-business-metrics/ Slide 57
  • 58. webperformancetoday.com twitter.com/tameverts linkedin.com/in/tammyeverts plus.google.com/+TammyEverts/ Slide 58 Questions?