Using psychology and accessibility to maximise A/B testing

Generational Conversions
Optimising for an aging population
Abi Hough - Device Experience Director @ Endless Gain - Generational Optimisation

Who is a generation?
Abi Hough - Device Experience Director @ Endless Gain -
Generational Optimisation
08:32:56

password1234
10:18:41

#BananaGate
5KG

• All of the people born and living at about the same time, regarded
collectively who share similar cultural experiences

MATURES BABY BOOMERS GENERATION X
MILLENIALS GENERATION Z GENERATION α

MATURES GENERATION Z GENERATION α
< 1946 2013 - 2030
5 - 0> 93 – 73
Too youngToo old
1995 - 2012
23 - 6
Not much money
Young
MILLENIALS
1978 - 1994
40 - 24
Familiar

BABY BOOMERS
GENERATION X
1946 - 1969
1966 - 1977
73 - 53
52 - 41
Spending power[1]
4.74 trillion reasons[2]
82 million strong
Influence Boomers
Are aging

They’ve got money
They will inherit $15trillion in the next 20 years
They own 80% of all money in savings and loans
50+ has $2.5 trillion annual income (42% of all after tax income)
Boomers outspend younger adults online 2:1 on a per capita basis[3]

They’ve got numbers
82m boomers in US alone
By 2050, there will be 161m 50+ customers. A 63% increase since
2010.
An aging population, globally

They want to spend
• Shop online as frequently as
millennials
• Spend more per transaction
than millennials and Gen X
• Tend to buy higher price
point items (household
goods, wines)
• 36% go from awareness to
conversion in the same day[4]
$203
$190
$173
Average Spend per transaction
(USD)
Baby Boomers Generation X Millenials
Global Online Consumer Report: KPMG International 2017

But not on their
mobiles
• Baby boomers love laptops
& PCs
67
55 54
4
8 11
10
9 6
20
28 29
Preferred Device use for purchasing online
(%)
Laptop / PC Smartphone Tablet No preference

And online
• 51% online 15+ hours a week
(Millennials just 41%)[5]
• 70% use the internet on a daily
basis[6]
56
5553
40
22
% Device ownership
laptop
smartphone
desktop
tablet
ereader
AARP 2016 Technology Trends Among Mid-life & Older Americans, 2016

What they use them for
91
79
72 70
62 60
47 46 44
38 38 35
26
0
10
20
30
40
50
60
70
80
90
100
1
% Smartphone activities
Send or receive Ims or Emails
Get directions or traffic info
Get news and other info
Visit websites / surf internet
Access a social networking site
Download or purchase an app
Play a game
Comparative shop for discounts and deals
Make a purchase
Get health and fitness info
Watch videos or shows
Perform banking or financial transactions
Post reviews, ratings or comments
AARP 2016 Technology Trends Among Mid-life & Older Americans, 2016

They are multitaskers
• 77% use devices
simultaneously with other
screens
• 64% use devices
sequentially
Ipsos MediaCT 2013 Boomers/Seniors Research Study
52
30
18
16
% Simulaneous cross device behaviour
PC & TV
TV & Smartphone
PC, TV, & Smartphone
PC & Smartphone

Engagement Channels
• Email
• Search
• Word of mouth
• Social media
• Video
• Mobile
• Peer recommendations
Top 7 Online Marketing Channels
for Mature Consumers in 2015
https://bit.ly/2HbmP2o

They can be loyal
74
45
35 36
25
29
20 21
17 16
66
47
39 36
28 26
20 19 18 16
59
43
37 35
29
21 19 18 18 17
0
10
20
30
40
50
60
70
80
Excellent
Customer
Support
Exclusive
Offers for
members
Loyalty
program
Listens to
customer
feedback
Customised
promotions
Easy to make
repeat
purchases
Suggested
products based
on purchase
history
Socially &
community
concious
Recognises
customer
across
channels
Anticipates
need based on
customer
profile
Top 10 attributes that drive customer loyalty – by generation (%)

Top 5 Boomer Myths
• 76% own some sort of computing
device
• 73% own a smart phone
• 52% own a tablet
• 11% own a wearable device
#1TECHNOPHOBIA
• Outspend younger adults 2:1
• Own 45% of national income
#2NO MONEY
• Living longer than any previous
generation
• Actively seeking to live longer
• Average retirement is 68
#3NEARLY DEAD
• 91% have made an online purchase
• 46% comparative shop online
• 70% visit websites
• 70% on Facebook
#4OFFLINE
• Boomers span nearly 20 years
• Variety of lifestyle milestones
• Different needs & preferences
#5THE SAME

The Boomer Brain
ATTRIBUTESCOMMUNICATION
VALUES REWARDS

Values
• Optimism
• Question everything
• Involvement
• Anything is possible
• Personal growth
• Youth
• Spend now, worry later
• Personal gratification
• Work
• Loyal to children
• Anti war
• Trust no one under 30
• Anti Government
• Equal rights
• Transformational
• Make a difference
• Equal opportunities

Communication
• Diplomatic
• In person
• Present options
• Personal touch
• Speaks directly
• Detailed orientated
• Speaks openly
• Friendly rapport
• Expects details
• Dislikes manipulative
or controlling language
• Include or offend
• Uses body language to
communicate
• Knows what’s important

Rewards
• Flexibility
• Respect
• Money
• Public recognition
• Awards for hard work
• Soft benefits
• Feedback
• Recognition
• Title & Status
• Praise
• Tailored
• Winning

Attributes
• Goal orientated
• Ambitious
• Consumerism
• Idealism
• Multi-taskers
• Challenge authority
• Live to work
• Optimistic
• Competitive
• Good communicators
• Seek work life balance
• Consensus leadership
• Responsibility
• Ethical
• Anti-establishment
• Loyal
• Competent
• Crisis handling
• Educated
• Strong work ethic

Abi Hough - Device Experience Director @ Endless Gain-
Psyche
• Keep up with the Joneses
• Customised and unique products
• Conspicuous consumption
• Be the best
• Influenced
• Input
• Save time
• Control
• Accomplishment
• Courtesy
• Competitive

Engagement
• Show optimism
• Feature brand names
• Person to person communications
• Teamwork
• Customised solutions
• Don’t make them feel old
• Don’t be afraid to sell
• Be professional
• Explain processes
• Highlight products or services that “do the work for you”
• Find out needs and wants, and present best product or solution

Undeniable Truth
• 62% of 50 – 64 year olds have one chronic condition
• Todays middle aged over the next 14 years will
• Have a 55% higher prevalence of diabetes
• Have a 25% higher prevalence of obesity
• Have a 9% lower prevalence of very good heath status
• Not as healthy as previous generation
America’s Health Rankings Senior Report, United Heath Foundation 2016

Look ahead & plan
• Mid life crisis
• I’m getting old!
• Age related disabilities are starting
Generation X

Aging population
• https://www.youtube.com/w
atch?v=QwfH1gYkXTw
• The Economist: The World in
2015: Global population and
the changing shape of world
demographics

Eyes
• Macular Degeneration
• Cataract
• Diabetic Retinopathy
• Glaucoma
• Dry Eye
• Low Vision
Age related issues

Brains
• Memory
• Less concentration
• Easily distracted
• Depression
Age related issues

Movement
• Dexterity
• Fine motor skills
• Grip
• Accuracy
• Sensory perception
Age related issues

Hearing
• 1 in 6 baby boomers (ages 41-59) have a hearing problem, and
most people with hearing loss are still in the workforce (younger
than 65).
• 1 in 14 Generation Xers (ages 29-40) already have hearing loss.
• Only about 1 out of 4 people with this problem use hearing
instruments
Age related issues
Better Hearing Institute (BHI) , MarkeTrak VII Survey, 2005

W.C.A.G Concepts
• Perceivable
• Operable
• Understandable
• Robust
Web Accessibility
What are Web Content Accessibility
Guidelines?
https://bit.ly/2moIRno
WCAG 2.0 Checklist (non-scary version)
https://bit.ly/2nnDXnA

3 levels of W.C.A.G 2.0
• A – good job!
• AA – amazing!!
• AAA – holy grail!!!
Measuring Accessibility

Use free stuff
• SiteImprove chrome plugin
• NoCoffee vision simulator
• Talk, identify
How to check
SiteImprove Chrome Plugin
https://bit.ly/2mnM2bq
NoCoffee vision simulator
https://bit.ly/1FKN1Ix

Check this:
→ Page title
→ Text alternatives
→ Headings
→ Contrast ratio
→ Colours for all
→ Resize Text
And this:
→Keyboard access and visual focus
→ Forms, labels, and errors
→ Moving, Flashing, or Blinking
Content
→ Multimedia (video, audio)
alternatives
→ Page hierarchy
Quick Start Guide

No Carousels
Perceivable, operable
→ Removed the carousel
→ Replaced with 3 separate banners
→ 5.6% increase in conversions

Visibility
Perceivable, operable
→ Increase size of search bar
Test 1:
→ 43.5% increase in interactions,
7.4% increase in add to baskets
Test 2:
→ 51% increase in interactions

Distraction, Order, Chunk
Perceivable, operable,
understandable
→ 1.98% increase in conversions
→ £1.4m increase in revenue
→ 5% increase successful
completion (mobile)

Key Points
• Understand YOUR boomers
• Use surveys to deep dive what
they want – they will tell you!
• Segment them well
• Integrate with Marketing
• Biometrics -v- Pride
• Test within and utilise the
channels they use
• Harness their spending power
and numbers
Abi Hough - Device Experience Director @ Endless Gain- Generational Optimisation
• Cater for their changing physiology
• Design and build tests that make it
easier for them to do what they
want to do
• Use accessibility to assist them,
and others

References
[1] Neilsen and The White House Council of Economic Advisors, 2014 Millennials: Breaking the Myth, Neilsen 2014.
[2] National Venture Capital Association, Venture CapitalReview, 2013
[3] Forrester Research, 2009
[4] The Truth About Online Consumers, KPMG 2017
https://assets.kpmg.com/content/dam/kpmg/xx/pdf/2017/01/the-truth-about-online-consumers.pdf
[5] The State of the User Experience, 2nd Annual Edition, Limelight Networks 2015
http://img03.en25.com/Web/LLNW/%7Be52345e6-02a4-4332-9514-937c853c61cb%7D_2015StateofUser.pdf
[6] Older Adults & Internet Usage, Pew Research Centre 2012
http://www.pewinternet.org/files/old-media//Files/Reports/2012/PIP_Older_adults_and_internet_use.pdf

Useful Reads
DotBoom – Marketing to Baby Boomers through Meaningful Online
Engagement. David Weigelt & Jonathan Boehman
Generational Selling Tactics That Work: Quick & Dirty Secrets to
Selling to Any Age Group. Cam Marston

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