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

  1. 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. 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. 3. Slide 3 Tealeaf/Harris Interactive, 2011@tameverts
  4. 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. 5. It’s a mobile-first world.
  6. 6. Slide 6 55% of all time spent on retail sites takes place on a mobile device. comScore, October 2013 @tameverts
  7. 7. Slide 7 @tameverts
  8. 8. Four all-too-common mobile assumptions
  9. 9. Slide 9 Assumption #1 My site isn’t slow on mobile.
  10. 10. Radware, 2013 State of the Union: Mobile Ecommerce Performance Slide 10 @tameverts
  11. 11. Radware, 2013 State of the Union: Mobile Ecommerce Performance Slide 11 @tameverts
  12. 12. Assumption #2 Mobile users expect pages to be slow. Slide 12
  13. 13. Keynote, 2012 Mobile User Survey Slide 13 @tameverts
  14. 14. Slide 14 Assumption #3 Mobile users want to browse, not buy.
  15. 15. Slide 15 By 2017, retail mcommerce is expected to hit $113 billion – 26% of total ecommerce sales. eMarketer, September 2013
  16. 16. Mobile shopping cart abandonment rate is 39% greater than desktop rate. 2013 Google I/O Slide 16 @tameverts
  17. 17. Slide 17 Assumption #4 Users will stick around, even if pages are slow, if they really want to buy.
  18. 18. Skava/Harris Interactive, 2013 Slide 18 @tameverts
  19. 19. Slide 19 Case study: The impact of HTML delay on mobile business metrics@tameverts
  20. 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. 21. Why neuroscientific mobile testing? Slide 21
  22. 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. 23. Slide 23
  24. 24. Slide 24
  25. 25. What is emotional engagement research?
  26. 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. 27. Slide 27
  28. 28. Slide 28
  29. 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. 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. 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. 32. Simplified cognitive timeline Slide 32 @tameverts
  33. 33. EEG Emotional Engagement Study: How We Did It
  34. 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. 35. The brands we tested Slide 35
  36. 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. 37. Jakob Nielsen, Why You Only Need to Test with 5 Users, 2000 Slide 37 @tameverts
  38. 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. 39. Slide 39
  40. 40. Slide 40 Why test a 500ms delay? Case study: The impact of HTML delay on mobile business metrics @tameverts
  41. 41. Slide 41 We focused on the metrics most affected by the 500ms delay: Emotional engagement Frustration
  42. 42. Slide 42
  43. 43. Normal speed Slide 43 2.66s 2.92s 2.83s 4.24s
  44. 44. Frustration levels across sites (normal speed) Slide 44 @tameverts
  45. 45. Engagement levels across sites (normal speed) Slide 45 @tameverts
  46. 46. 500ms delay: Peak frustration results Slide 46 @tameverts
  47. 47. 500ms delay: Average engagement results Slide 47 @tameverts
  48. 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. 49. Slide 49
  50. 50. Impact of site speed on post-test brand association Slide 50 @tameverts
  51. 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. 52. Slide 52 @tameverts
  53. 53. Takeaways
  54. 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. 55. Slide 55
  56. 56. http://www.radware.com/mobile-eeg2013/ Slide 56 @tameverts
  57. 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. 58. webperformancetoday.com twitter.com/tameverts linkedin.com/in/tammyeverts plus.google.com/+TammyEverts/ Slide 58 Questions?

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