2. Click to edit Master title styleClick to edit Master title styleFirst-time booker dynamic personalizationCOGNITIVE PSYCHOLOGY: AN INFORMATION-PROCESSING MODEL
• Dr. Aaron T. Beck
• Significant contribution: founded cognitive therapy,
today’s leading form of evidence-based treatment
• What Freud missed: perception impacts emotion.
Not vice versa
• Thoughts rooted in core beliefs, not motivations,
account for how an individual perceives ambiguous
stimuli in the world
• Perception has a causal relationship to emotion
3. Click to edit Master title styleClick to edit Master title styleFirst-time booker dynamic personalization
• PERCEPTION/BELIEFS ABOUT 3 BASIC COMPONENTS COME TOGETHER TO SHAPE
HOW A PERSON INTERPRETS STIMULI:
– THE SELF
– THE WORLD/ENVIRONMENT
– THE FUTURE
• TRIAD BECOMES AN ALGORITHM FOR PROCESSING INFORMATION (SCHEMA)
• ROSE-COLORED GLASSES
• DETERMINE SOMEONE’S COGNITIVE TRIAD = PREDICT HOW THEY WILL REACT
TO INFORMATION.
THE COGNITIVE TRIAD
COGNITIVE PSYCHOLOGY: AN INFORMATION-PROCESSING MODEL
4. Click to edit Master title styleClick to edit Master title style
CONTROL NO PSYCH TEXT PSYCH TEXT
• POPULATION: NON-BUYERS, FEMALES AGE 25-34, INCOME $150K+, SINGLE
• POSSIBLE COGNITIVE TRIAD:
THE SELF: SUCCESSFUL, DRIVEN, TOO BUSY
THE WORLD/ENVIRONMENT: CONQUERABLE/ATTAINABLE
THE FUTURE: UPWARD CLIMB FROM CONTINUED HARD WORK
First-time booker dynamic personalizationA/B TESTING: APPLICATIONS TO MARKETING
5. Click to edit Master title styleClick to edit Master title style
We work so you can play.
Go ahead - recharge, relax, adventure or explore. Leave the
daily grind behind, because goodness knows you've earned it.
Just to get you started, we've tailored a special list of hotels
below exclusively for you.
With deals at up to 35% off, it's easier than ever to get away -
for a month, a night or any time in-between. You're in the
driver's seat, and it's about time to get what you really want.
A/B TESTING: APPLICATIONS TO MARKETINGFirst-time booker dynamic personalizationA/B TESTING: APPLICATIONS TO MARKETING
6. Click to edit Master title styleClick to edit Master title style
• PSYCHOGRAPHIC MESSAGING = LONGER TIME
ON SITE, MORE PAGES VISITED, LESS INITIAL
SITE ABANDONMENT
• ROOT LEVEL PERSONALIZATION = BEYOND
THE PRODUCT
RESULTSA/B TESTING: APPLICATIONS TO MARKETINGFirst-time booker dynamic personalizationRESULTS: ENGAGEMENT
7. Click to edit Master title styleClick to edit Master title styleRESULTS
METRIC CONTROL NO TEXT TEXT
CONVERSION RATE 0.07% 0.06% 0.21%
PER VISIT VALUE $0.54 $0.27 $2.11
• PSYCHOGRAPHIC MESSAGING = HIGHER
CONVERSION RATE AND PER VISIT VALUE THAN
BOTH NO TEXT AND CONTROL VERSIONS
A/B TESTING: APPLICATIONS TO MARKETINGFirst-time booker dynamic personalizationRESULTS: CONVERSION
8. Click to edit Master title styleClick to edit Master title styleRESULTS
CHALLENGES?
A/B TESTING: APPLICATIONS TO MARKETINGFirst-time booker dynamic personalization
PSYCH TEXT
9. Click to edit Master title styleClick to edit Master title styleRESULTSA/B TESTING: APPLICATIONS TO MARKETINGFirst-time booker dynamic personalizationAPPLICATIONS
10. Click to edit Master title styleClick to edit Master title styleRESULTS
KEY TAKEAWAYS
A/B TESTING: APPLICATIONS TO MARKETINGFirst-time booker dynamic personalization
• PSYCHOGRAPHICS, NOT JUST DEMOGRAPHICS
• STRUCTURE STRATEGIES AROUND BASIC HUMAN ELEMENTS
• DESIGN AND DATA ARE SYNONYMOUS
11. Click to edit Master title styleClick to edit Master title style
THANK YOU
Editor's Notes
My second job: Research Assistant for Dr. Beck. Has been on the short list for the Nobel Prize in Medicine and Physiology for the last few years due to his revolutionary research on the importance of perception in mediating emotions (aside from motivation)
Psychographic groups with dedicated text; three way split to control for different layout
Text geared specifically towards speaking to psychographic perceptual beliefs, beyond the product being sold
People who received root-level perception messaging stuck around site longer and visited more pages
I hacked this email together using what limited knowledge I had of HTML. Imagine what could be done if this theory and approach were combined with creative and editorial personnel
People who received root-level perception messaging stuck around site longer and visited more pages
I hacked this email together using what limited knowledge I had of HTML. Imagine what could be done if this theory and approach were combined with creative and editorial personnel
People who received root-level perception messaging stuck around site longer and visited more pages
I hacked this email together using what limited knowledge I had of HTML. Imagine what could be done if this theory and approach were combined with creative and editorial personnel
People who received root-level perception messaging stuck around site longer and visited more pages
I hacked this email together using what limited knowledge I had of HTML. Imagine what could be done if this theory and approach were combined with creative and editorial personnel
People who received root-level perception messaging stuck around site longer and visited more pages
I hacked this email together using what limited knowledge I had of HTML. Imagine what could be done if this theory and approach were combined with creative and editorial personnel
