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Enough Psycho- Babble ... Show me

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Practical examples of Digital Psychology in action and some practical advice on implementing Sitecore simply and effectively to make the most of these techniques.

Published in: Marketing

Enough Psycho- Babble ... Show me

  1. 1. Enough of the psychobabble Show me.... 26 November 2014
  2. 2. Enough of the psychobabble It’s a bit scary - do I need it all?
  3. 3. Enough of the psychobabble In a word ....
  4. 4. Enough of the psychobabble It’s all about little steps…
  5. 5. Enough of the psychobabble Towards digital maturity
  6. 6. Enough of the psychobabble Knowledge is power
  7. 7. Enough of the psychobabble It’s a constant process… the approach an approach the variants the analytics onto live site
  8. 8. Enough of the psychobabble A few practical examples
  9. 9. Enough of the psychobabble Different approaches There are lot of ways going about this: I will show you 2 very simple approaches: • Randomised controlled trial • Pre-Post experiment
  10. 10. Enough of the psychobabble Randomised controlled trial • An approach for large audiences • Indentify a goal or engagement point • Utilise behavioural psychology principles • Develop content experiments ( AB or MV testing) • Gather data • Determine engagement • Make changes Design Build/Deploy Analyse Refine
  11. 11. Enough of the psychobabble Randomised controlled trial • Content experiment on a Download a Brochure page • Created 8 versions to test engagement • Data is collected over a two week period • This then informs approach going forward
  12. 12. Enough of the psychobabble Control form
  13. 13. Enough of the psychobabble Fear of loss
  14. 14. Enough of the psychobabble Reduced cognitive load
  15. 15. Enough of the psychobabble Social proof
  16. 16. Enough of the psychobabble Need for privacy
  17. 17. Enough of the psychobabble Value exchange
  18. 18. Enough of the psychobabble Visualisation
  19. 19. Enough of the psychobabble Fear of ambiguity
  20. 20. Enough of the psychobabble Positive reinforcement
  21. 21. Enough of the psychobabble Outcomes • Find out what motivates people • Create deeper understanding of audience • Drive engagement by presenting most relevant content • Ability to personalise according to specific user traits • Helps shape future engagement plans
  22. 22. Enough of the psychobabble But I don't have a large test audience
  23. 23. Enough of the psychobabble Pre-Post experiment • Controlled environment (smaller test group) • Surveys to filter out confounding variables and bias • Understand the audiences’ personality traits and inclinations • Define the test audience: • Variables • Scales • Satisfaction • Engagement
  24. 24. Enough of the psychobabble Pre-Post experiment • Drive engagement with a form • Same goal but different approach • Pre define audience (survey) • Give them all the variables to test • Survey post interaction • Measure results
  25. 25. Enough of the psychobabble Pre experiment In the pre-test we wanted to identify 3 different aspects: • demographic variables, • questions measuring their digital literacy, • psychological variables We then devised questions based on: • Big five personality scale (identify personality traits) • Satisfaction with life scale (interpret responses) To this we added questions to measure housing and socioeconomic status to assess social ties.
  26. 26. Enough of the psychobabble Pre
  27. 27. Enough of the psychobabble Form variation testing
  28. 28. Enough of the psychobabble Post • Gauge the level of satisfaction and engagement with the page • Evaluate the individual approaches To this we added questions from the following scales to create the holistic data set: • Trust scale (reassurance) • Resistance to change scale
  29. 29. Enough of the psychobabble Post
  30. 30. Enough of the psychobabble Outcomes • Improved user experience through behavioural insights • Understand personality and inclinations • Understand what motives different audiences types • Gathering of very specific information for tailored personalisation
  31. 31. Enough of the psychobabble So what's stopping you • Nothing • You don't need months of strategy – its Agile • Small changes can yield big results • Be prepared to evolve with your audience • Accept they are not rational • Get out there and start testing
  32. 32. Thank you. Jonathan von Abo jva@readingroom.com

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