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Discovering Persuasive Language through Observing Customer Behavior

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How can you use text data combined with customer activity to learn how to speak better to customers? This talk is a brief overview of how CDK Global levered review data and mystery shopped email communication to learn both general and specific ways of creating effective copy and communication practices. The three general tips were:
1. Be specific.
2. For non-expert customers: pain points > jargon.
3. Speak to the customer’s next steps and desires. Don’t be vacuous.

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Discovering Persuasive Language through Observing Customer Behavior

  1. 1. 1 Jason S. Kessler | Predictive Analytics World, May 17, 2017 @jasonkessler Discovering Persuasive Language through Observing Customer Behavior
  2. 2. 2 A car dealership’s home page Reviews that are • five star, • recent But: 1,508 reviews! • Lots that fit both categories. Which reviews should you feature on your home page? @jasonkessler
  3. 3. 3 A car dealership’s home pageCDK Data Science: • Predict how customers will respond to language Help customers: • Pick influential reviews • Write more effective email responses • Etc. Which reviews should you feature on your home page? @jasonkessler
  4. 4. 4 Measuring how well a review converts users …I was very skeptical giving up my truck and buying an "Economy Car." I'm 6' 215lbs, but my new career has me driving a personal vehicle to make sales calls… Review Appearing on a Car Enthusiast Website Car Reviewed: Chevy Cruze @jasonkessler
  5. 5. 5 Measuring how well a review converts users …I was very skeptical giving up my truck and buying an "Economy Car." I'm 6' 215lbs, but my new career has me driving a personal vehicle to make sales calls… Review Appearing on a Car Enthusiast Website Car Reviewed: Chevy Cruze # users reading review 20 15 # of those who went to a Chevy dealer’s website @jasonkessler
  6. 6. 6 Measuring how well a review converts users …I was very skeptical giving up my truck and buying an "Economy Car." I'm 6' 215lbs, but my new career has me driving a personal vehicle to make sales calls… Review Appearing on a Car Enthusiast Website Car Reviewed: Chevy Cruze # users reading review 20 15 # of those who went to a Chevy dealer’s website 15/20=75% Review conversion rate: @jasonkessler
  7. 7. 7 Measuring how well a review converts users …I was very skeptical giving up my truck and buying an "Economy Car." I'm 6' 215lbs, but my new career has me driving a personal vehicle to make sales calls… Review Appearing on a Car Enthusiast Website Car Reviewed: Chevy Cruze # users reading review 20 15 # of those who went to a Chevy dealer’s website 15/20=75% Review conversion rate: 22% Median conversion rate: @jasonkessler
  8. 8. 8 Not all positive reviews encourage conversion! Conversionrate Review Star Rating @jasonkessler
  9. 9. 9 CAVEAT The subsequent results have evidence to support them, but are based on limited data. Use them to form hypotheses for later testing. @jasonkessler
  10. 10. 10 Finding Words that Sell Cars (SUV-specific) 5 star review words Love Comfortable Features Solid Amazing <3 star review words Transmission Problem Issue Dealership Times How did we find these associated terms? • L2-penalized logistic regression • Each review is an instance • Set-of-words features • Class label: 5 star or 1-2 star • Ranked by coefficients • Lots of ways to do this: • pip install scattertext • https://github.com/JasonKessler/scattertext @jasonkessler
  11. 11. 11 CDK Global: Finding Words that Sell Cars (SUV-specific) 5 star review words High conversion words Love Comfortable Comfortable Front [Seats] Features Acceleration Solid Free [Car Wash, Oil Change] Amazing Quiet <3 star review words Transmission Problem Issue Dealership Times @jasonkessler
  12. 12. 12 CDK Global: Finding Words that Sell Cars (SUV-specific) 5 star review words High conversion words Love Comfortable Comfortable Front [Seats] Features Acceleration Solid Free [Car Wash, Oil Change] Amazing Quiet <3 star review words Low conversion words Transmission Money [spend my, save] Problem Features Issue Dealership Dealership Amazing Times Build Quality [typically positive] @jasonkessler
  13. 13. 13 CDK Global: Finding Words that Sell Cars (SUV Specific) 5 star review words High conversion words Love Comfortable Comfortable Front [Seats] Features Acceleration Solid Free [Car Wash, Oil Change] Amazing Quiet <3 star review words Low conversion words Transmission Money [spend my, save] Problem Features Issue Dealership Dealership Amazing Times Build Quality [typically positive] The worst thing you can say about an SUV may be: I saved money and got all these amazing features! Tip 1: be specific! @jasonkessler
  14. 14. 14 Two snippets from midsize sedan reviews. Which will make customers more likely to buy? “Sporty clean lines, liquid handling, and the torque is just plain fun!!!” “I do a lot of two lane passing and it has never left me wishing I had more power.” or @jasonkessler
  15. 15. 15 Two snippets from midsize sedan reviews. Which will make customers more likely to buy? “Sporty clean lines, liquid handling, and the torque is just plain fun!!!” “I do a lot of two lane passing and it has never left me wishing I had more power.” or @jasonkessler
  16. 16. 16 Two snippets from midsize sedan reviews. Which will make customers more likely to buy? “Sporty clean lines, liquid handling, and the torque is just plain fun!!!” “I do a lot of two lane passing and it has never left me wishing I had more power.” or @jasonkessler
  17. 17. 17 Two snippets from midsize sedan reviews. Which will make customers more likely to buy? “Sporty clean lines, liquid handling, and the torque is just plain fun!!!” “I do a lot of two lane passing and it has never left me wishing I had more power.” or The word torque is among the 10 best predictors a midsize sedan review will have a low post-read conversion rate. @jasonkessler
  18. 18. 18 Two snippets from midsize sedan reviews. Which will make customers more likely to buy? “Sporty clean lines, liquid handling, and the torque is just plain fun!!!” “I do a lot of two lane passing and it has never left me wishing I had more power.” or The word passing is the best predictor that a midsize sedan review will have a high post-read conversion rate. @jasonkessler
  19. 19. 19 Two snippets from midsize sedan reviews. Which will make customers more likely to buy? “Sporty clean lines, liquid handling, and the torque is just plain fun!!!” “I do a lot of two lane passing and it has never left me wishing I had more power.” or The word passing is the best predictor that a midsize sedan review will have a high post-read conversion rate. Tip 2: For non-expert customers: pain points > jargon @jasonkessler
  20. 20. 20 How should you response to an email lead? • Email close rate: – dealership sells to customer who emails them thru website • 3 months of email close rates across over 1,300 US dealerships • One volume or one luxury brand • Mystery shopped top and bottom 10% of the population – two new vehicle leads to gather lead responses. @jasonkessler
  21. 21. 21 Our Study Group High Group Low Group Average Unique Leads 145 179 Average Close Rate 10.9% 1.6% Monthly Internet Results @jasonkessler
  22. 22. 22 How should you response to an email lead? High converting Low Conversion Text “send me a text” Cell “call me on my cell” Schedule “Contact me to schedule a test drive.” Goal “out #1 goal is customer satisfaction” Life “free oil changes for the life of your vehicle” Personally “I would personally like to invite you our to our dealership” Store Dealership @jasonkessler
  23. 23. 23 High converting Low Conversion Text “send me a text” Cell “call me on my cell” Schedule “Contact me to schedule a test drive.” Goal “out #1 goal is customer satisfaction” Life “free oil changes for the life of your vehicle” Personally “I would personally like to invite you our to our dealership” Store Dealership How should you response to an email lead? Tip 3: Speak to the customer’s next steps and desires. Don’t be vacuous. @jasonkessler
  24. 24. 24 Thank you. @jasonkessler 1. Be specific. 2. For non-expert customers: pain points > jargon. 3. Speak to the customer’s next steps and desires. Don’t be vacuous.

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