Neuro Marketing is Bullshit - Chinwag Psych - 15 May 2014


Published on

My presentation for Chinwag on what should be in your neuro marketing toolkit - to get inside customers heads and then level this knowledge in your design, split testing and optimisation work

Published in: Internet, Technology, Business

Neuro Marketing is Bullshit - Chinwag Psych - 15 May 2014

  1. 1. Neuro Marketing is Bulls**t @OptimiseOrDieChinwag Psych 05/14
  2. 2. 3Bill &
  3. 3. 4 The Invisible Gorilla
  4. 4. The Neuro Marketing Bullshit Toolkit #1 Get out of the office #2 Immerse yourself #3 Get Session Replay #4 Voice of Customer #5 Act like a Private Eye #6 Test things! #7 Split testing tools #8 Hypothesis design #9 Invest in Copywriting #10 Find, Read, Learn stuff #11 Agile, Lean and CRO #11 Work the dark side #13 Collaborative toolsets #14 Photography SUMMARY @OptimiseOrDie
  5. 5. #1 : GET OUT OF THE OFFICE @OptimiseOrDie
  6. 6. @OptimiseOrDie 1a : Lab Based Testing
  7. 7. @OptimiseOrDie 1b : Remote UX Testing 1 2 3 3 3 1 Moderator Participant2 Viewers3 3
  8. 8. Som, feedbackRemote UX tools (P=Panel, S=Site recruited, B=Both) Usertesting (B) Userlytics (B) Userzoom (S) Intuition HQ (S) Mechanical turk (S) Loop11 (S) Open Hallway (S) What Users Do (P) Feedback army (P) User feel (P) Ethnio (For Recruiting) Feedback on Prototypes / Mockups Pidoco Verify from Zurb Five second test Conceptshare Usabilla 9 @OptimiseOrDie 1c : Crowdsourced Testing
  9. 9. @OptimiseOrDie 1d : Beer, Caffeine and Work Breaks
  10. 10. DESKTOP & LAPTOP CamStudio (free) Mediacam AV (cheap) Silverback (Mac) Screenflow (Mac) MOBILE UX Recorder (iOS) Skype Hugging Reflector @OptimiseOrDie 1e : Guerrilla Testing
  11. 11. @OptimiseOrDie 1f : Interview Like a Pro! • Read these: “Don’t Make Me Think” “Rocket Surgery Made Easy” “Talking to Customers” “Talking with Participants” “Don’t listen to Users” “Interviewing Tips” “More interviewing Tips”
  12. 12. @OptimiseOrDie 1f : Multichannel, Device, Location, Context
  13. 13. #2 : IMMERSE YOURSELF @OptimiseOrDie • Test ALL key campaigns • Use Real Devices • Get your own emails • Order your products • Call the phone numbers • Send an email • Send 11 shoes back • Be difficult • Break things • Experience the end-end • Do the same for competitors • Team are ALL mystery shoppers • Wear the magical slippers • Be careful about dogfood though!
  14. 14. • Gives you insight missing from other tools • Rich source of data on visitor experiences • Segment by browser, visitor type, behaviour, errors • Forms Analytics (when instrumented) are awesome • Can be used to optimise in real time! Session replay tools • Clicktale (Client) • SessionCam (Client) • Inspectlet • Mouseflow (Client) • Ghostrec (Client) • Usabilla (Client) • Tealeaf (Hybrid) • UserReplay (Server) @OptimiseOrDie #3 : GET SESSION REPLAY
  15. 15. • Sitewide Omnipresent Feedback • Triggered (Behavioural) Feedback • Use of Features, Cancellation, Abandonment • 4Q Task Gap Analysis very good • Kampyle • Qualaroo • Feedback Daddy • 4Q • Usabilla #4 : GET THEIR VOICE
  16. 16. • Surveys are an art form. • They’re also highly underrated. • The Autoglass (Belron) NPS survey got a 35% email clickthrough rate and a 94% fillout rate. Why? Luke Wroblewski Caroline Jarrett Sticky Content • Higher NPS than a well known consumer brand! Why? • Systematic programme of sampling of millions of customers a year. Figuring out the drivers of delight and dissatisfaction. Optimise. Repeat. #4 : GET THEIR VOICE
  17. 17. • Make contact and feedback easy & encouraged • Add contact & feedback to everything (e.g. all emails) • Run regular NPS and behaviourally triggered surveys • Get ratings on Service Metrics • Find what drives the ‘level’ of delight • Listen to customers regularly • Always be asking customers questions (in person or survey) • Make the team spend ½ a day a month at the Call Centre • Meet with your Sales and Support teams ALL the time • Tip : Take them for Beers and encourage bitching #4 : GET THEIR VOICE
  18. 18. • For your brand(s) and competitors • Check review sites, Discussion boards, News • Use Google Alerts on various brands & keywords • See what tools they’re using ( • Sign up for all competitor emails • Run Cross Competitor surveys • This was VITAL for LOVEFiLM • Use Social & Competitor Monitoring tools : #5 : ACT LIKE A PRIVATE EYE
  19. 19. #4 – Test or Die! Email testing Browser testing Mobile devices @OptimiseOrDie #6 : 8 Million Pounds a Year – one bug
  20. 20. • Google Content Experiments • Optimizely • Visual Website Optimizer • Multi Armed Bandit Explanation • New Machine Learning Tools @OptimiseOrDie #7 : MACHINE LEARNING
  21. 21. Insight - Inputs #FAIL Competitor copying Guessing Dice rolling An article the CEO read Competitor change Panic Ego Opinion Cherished notions Marketing whims Cosmic rays Not ‘on brand’ enough IT inflexibility Internal company needs Some dumbass consultant Shiny feature blindness Knee jerk reactons #8 : Building a Hypothesis @OptimiseOrDie
  22. 22. Insight - Inputs Insight Segmentation Surveys Sales and Call Centre Session Replay Social analytics Customer contact Eye tracking Usability testing Forms analytics Search analytics Voice of Customer Market research A/B and MVT testing Big & unstructured data Web analytics Competitor evalsCustomer services #8 : These are the inputs you need… @OptimiseOrDie
  23. 23. Insight - Inputs @OptimiseOrDie #8 : Brainstorming the test • Check your inputs • Assemble the widest possible team • Share your data and research • Design Emotive Writing guidelines
  24. 24. Insight - Inputs @OptimiseOrDie #8 : Emotive Writing - example Customers do not know what to do and need support and advice • Emphasize the fact that you understand that their situation is stressful • Emphasize your expertise and leadership in vehicle glazing and will help them get the best solution for their situation • Explain what they will need to do online and during the call-back so that they know what the next steps will be • Explain that they will be able ask any other questions they might have during the call-back Customers do not feel confident in assessing the damage • Emphasize the fact that you will help them assess the damage correctly online Customers need to understand the benefits of booking online • Emphasize that the online booking system is quick, easy and provides all the information they need in regards with their appointment and general cost information Customers mistrust insurers and find dealing with their insurance situation very frustrating • Where possible communicate the fact that the job is most likely to be free for insured customers, or good value for money for cash customers • Show that you understand the hassle of dealing with insurance companies – emphasise that you will help with their insurance paperwork for them, freeing them of this burden Some customers cannot be bothered to take action to fix their car glass • Emphasize the consequences of not doing anything, e.g. ‘It’s going to cost you more if the chip develops into a crack’
  25. 25. Insight - Inputs @OptimiseOrDie #8 : THE DARK SIDE “Keep your family safe and get back on the road fast with Autoglass.”
  26. 26. Insight - Inputs @OptimiseOrDie #8 : NOW YOU CAN BEGIN • You should have inputs, research, data, guidelines • Sit down with the team and prompt with 12 questions: – Who is this page (or process) for? – What problem does this solve for the user? – How do we know they need it? – What is the primary action we want people to take? – What might prompt the user to take this action? – How will we know if this is doing what we want it to do? – How do people get to this page? – How long are people here on this page? – What can we remove from this page? – How can we test this solution with people? – How are we solving the users needs in different and better ways than other places on our site? – If this is a homepage, ask these too (
  27. 27. Insight - Inputs @OptimiseOrDie #8 : PROMPT YOURSELF • Check your Copywriting guidelines. • Use Get Mental Notes • What levers can we apply now? • Create a hypothesis: “WE BELIEVE THAT DOING [A] FOR PEOPLE [B] WILL MAKE OUTCOME [C] HAPPEN. WE'LL KNOW THIS WHEN WE SEE DATA [D] AND FEEDBACK [E]”
  28. 28. Insight - Inputs @OptimiseOrDie #8 : THE FUN BIT! • Collaborative Sketching • Brainwriting • Refine and Test!
  29. 29. We believe that doing [A] for People [B] will make outcome [C] happen. We’ll know this when we observe data [D] and obtain feedback [E]. (reverse) @OptimiseOrDie
  30. 30. Insight - Inputs @OptimiseOrDie #8 : HYPOTHESIS DESIGN SUMMARY • Inputs – get the right stuff • Research, Guidelines, Data • Framing the problem(s) • Questions to get you going • Use card prompts for Psychology • Create a hypothesis • Collaborative Sketching • Brainwriting • Refine and Check Hypothesis • Instrument and Test
  31. 31. “On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.” David Ogilvy “In 9 years and 40M split tests with visitors, the majority of gains came from playing with the words.” @OptimiseOrDie #9 : HIRE OR TRAIN GREAT COPYWRITERS
  32. 32. Why? • Because every word, every piece of copy, each error message, all the emails, the forms, the web pages – are your BRAND and EXPERIENCE • The words set the emotional landscape and lens through which your entire product is viewed • If you aren’t writing for simplicity, comprehension and persuasion, you’re you’re missing the biggest trick in all this work • There is no dumbing down of content • Get some training from • STOP FILLING IN (Developers & Error Messages) • We know lots of new things about the brain but the techniques in persuasive writing have been around for decades • Eye control and copy decoration : #9 : HIRE OR TRAIN GREAT COPYWRITERS
  33. 33. Scarcity principle... #9 : EXAMPLE – SPAM MESSAGING
  34. 34. Scarcity principle... #9 : EXAMPLE – SPAM MESSAGING We promise never to maim or kill you whilst shopping!
  35. 35. #10 : READ STUFF
  36. 36. #10 : READ STUFF
  37. 37. #10 : FIND STUFF @OptimiseOrDie @danbarker Analytics @fastbloke Analytics @timlb Analytics @jamesgurd Analytics @therustybear Analytics @carmenmardiros Analytics @davechaffey Analytics @priteshpatel9 Analytics @cutroni Analytics @avinash Analytics @Aschottmuller Analytics, CRO @cartmetrix Analytics, CRO @Kissmetrics CRO / UX @Unbounce CRO / UX @Morys CRO / Neuro @UXFeeds UX / Neuro @Psyblog Neuro @Gfiorelli1 SEO / Analytics @PeepLaja CRO @TheGrok CRO @UIE UX @LukeW UX / Forms @cjforms UX / Forms @axbom UX @iatv UX @Chudders Photo UX @JeffreyGroks Innovation @StephanieRieger Innovation @BrianSolis Innovation @DrEscotet Neuro @TheBrainLady Neuro @RogerDooley Neuro @Cugelman Neuro @Smashingmag Dev / UX @uxmag UX @Webtrends UX / CRO
  38. 38. #10 : LEARN STUFF @OptimiseOrDie
  39. 39. #11 : Agile, Lean and Optimisation @OptimiseOrDie
  40. 40. CRO 41
  41. 41. Lean CRO Inspection Immersion Identify Triage & Triangulate Outcome Streams Measure Learn Instrument 42
  42. 42. Think like a store owner! If you can’t refurbish the entire store, which floors or departments will you invest in optimising? Wherever there is: • Footfall @OptimiseOrDie
  43. 43. #12 : WORK THE DARK SIDE TOO • Your customer acquisition costs may be high but churn, returns or lack of repeat custom could be totally eating your growth ability • Churn and Cancellation are vital sources • Talk to your complaints or escalation teams • Seek out unhappy people • Interview these pissed off customers • Learn from #fail
  44. 44. #13 – Use Great Photos 24 Jan 2012 • Persuasion / Influence / Direction / Explanation • Helps people process information and stories • Vital to sell an ‘experience’ • Helps people recognise and discriminate between things • Supports Scanning Visitors • Drives emotional response
  45. 45. @OptimiseOrDie #13 : SPLIT TESTING PHOTOGRAPHY
  46. 46. Terrible Stock Photos : & Laughing at Salads : Other Stock Memes : @OptimiseOrDie
  47. 47. SPAIN +22% over control 99% confidence @OptimiseOrDie #13 : PHOTOGRAPHY UX
  48. 48. The Best Companies… • Have great copywriters at the heart of the process • Source photos and content that support persuasion and utility • Have cross channel, cross device design, testing and QA • Invest continually in analytics instrumentation, tools, people • Prioritise development based on data and customer insight • Have an Agile, iterative, cross-silo, one team project culture • Practice real continuous product improvement • Continually reduce cycle (iteration) time in their process • Prefer collaborative tools and methods to lots of meetings • Segment their data for valuable insights, every test or change • Blend ‘long’ design, continuous improvement AND split tests • Make optimisation the engine of change, not the slave of ego
  49. 49. “Congratulations! Today you’re the lucky winner of our random awards programme. You get all these extra features for free, on us. Enjoy.” Business Future Testing
  50. 50. Insight - Inputs @OptimiseOrDie SUMMARY • Great new stuff about the brain • It’s all about the inputs & execution • Don’t randomly test – game the system • Drive split tests using Data, Psychology, Customers • If you read all this stuff, you’ll do well • Last 18m : 25%-800% increase in revenue • Biggest insight of the last 5 years? “Blending Lean and Agile UX with conversion optimisation techniques* and participative, collaborative cultures – will produce exceptional products and insights.” *(persuasive copywriting & psychology, analytics, split testing, Kaizen, Kano)
  51. 51. If it isn’t working, you’re not doing it right @OptimiseOrDie
  52. 52. 53 WRAPUP
  53. 53. Email Twitter : : @OptimiseOrDie : Slides will be posted on
  54. 54. RESOURCE PACK • Maturity model • Belron methodology example • Building a ring model • Manual Models for Analytics @OptimiseOrDie
  55. 55. Ad Hoc Local Heroes Chaotic Good Level 1 Starter Level Guessing A/B testing Basic tools Analytics Surveys Contact Centre Low budget usability Outline process Small team Low hanging fruit + Multi variate Session replay No segments +Regular usability testing/research Prototyping Session replay Onsite feedback ________________________________________________________________________ _____________________ _ Dedicated team Volume opportunities Cross silo team Systematic tests Ninja Team Testing in the DNA Well developed Streamlined Company wide +Funnel optimisation Call tracking Some segments Micro testing Bounce rates Big volume landing pages + Funnel analysis Low converting & High loss pages + offline integration Single channel picture + Funnel fixes Forms analytics Channel switches +Cross channel testing Integrated CRO and analytics Segmentation +Spread tool use Dynamic adaptive targeting Machine learning Realtime Multichannel funnels Cross channel synergy ________________________________________________________________________ _______________________ ________________________________________________________________________ ________________________ Testing focus Culture Process Analytics focus Insight methods +User Centered Design Layered feedback Mini product tests Get buyin _________________________________________________________________________ _______________________Mission Prove ROI Scale the testing Mine value Continual improvement + Customer sat scores tied to UX Rapid iterative testing and design + All channel view of customer Driving offline using online All promotion driven by testing Level 2 Early maturity Level 3 Serious testing Level 4 Core business value Level 5 You rock, awesomely ________________________________________________________________________ ________________________ 56
  56. 56. 5 - Belron example – Funnel replacement Final prototype Usability issues left Final changes Release build Legal review kickoff Cust services review kickoff Marketing review Test Plan Signoff (Legal, Mktng, CCC) Instrument analytics Instrument Contact Centre Offline tagging QA testing End-End testing Launch 90/10% Monitor Launch 80/20% Monitor < 1 week Launch 50/50% Go live 100% Analytics review Washup and actions New hypotheses New test design Rinse and Repeat!
  57. 57. #1 Building a Model #1 Avinash article #2 The Ring Model #3 3 examples #4 Benefits #5 Summary 58
  58. 58. 6.1 – Avinash “See-Think-Do” • Avinash Kaushik, analytics guru, proposes a very nice model for marketing. A brilliant article can be read here: • business-framework/ • But this sort of thinking is also relevant to optimisation • CRO often focuses on purely the ‘Do’ stage – rather than ‘See’ or ‘Think’ stages. 59
  59. 59. 6.1 – Example 60
  60. 60. 6.2 – The Ring Model • Simply looking at conversion points is not enough • We need a way to look at the ‘layers’ or ‘levels’ reached • So I developed a ring or engagement model • This works for many (but not all) websites • Focuses on depth of engagement, not pages viewed • Helps to see the key loss steps, like a funnel • It’s not a replacement for funnel diagrams • It helps to see the ‘big picture’ involved • So – let’s try some examples 61
  61. 61. 6.3 – Examples – Concept 62 Bounce Engage Outcome
  62. 62. 6.3 – Examples – 63 Bounce Search or Category Product Page Add to basket View basket Checkout Complete
  63. 63. 6.3 – Examples – 64 Bounce Login to Account Content Engage Start Application Type and Details Eligibility Photo Complete
  64. 64. 6.3 – Examples – Guide Dogs 65 Bounce Content Engage Donation Pathway Donation Page Starts process Funnel steps Complete
  65. 65. 6.3 – Within a layer 66 Page 1 Page 2 Page 3 Page 4 Page 5 Exit Deeper Layer Email LikeContact Wishlist Micro Conversions
  66. 66. 6.4 – Benefits • Helps you see where flow is ‘stuck’ • Sorts out small opportunities from big wins • Ignores pages in favour of ‘Macro’ and ‘Micro’ conversions • Lets you show the client where focus should be • Helps flush flow or traffic through to lower levels • Avoids prioritising the wrong part of the model! • Example – Shoprush problem is basket adds, not checkout • If you had 300k product page views, 5k adds and 1k checkouts – where would your problem be? • If you had 300k product page views, 100k adds and 1k checkouts – it’s a different place! • Example – Google adwords site has bad traffic, not conversion 67
  67. 67. 6.5 – Benefits contd. • A nice simple way to visualise complex websites • Does not rely on pages – more ‘steps’ or ‘layers’ • Helps you see where traffic is ‘stuck’ or ‘failing to engage more deeply’ • The combination of traffic potential, UX and persuasion issues combines to identify opportunity • Avoids visual bias when doing an expert review • In the e-commerce example, Rush have optimised product page first, not homepage. • Questions? 68