1. The Neuro Marketing Toolkit
@OptimiseOrDie

2. @OptimiseOrDie
• UX and Analytics
• User Centred Design
• Agile, Startups, Low budget
• Acquisition, Churn & Conversion optimisation
• Multivariate & A/B testing
• Persuasive Copywriting
• Lean Startup, Analytics, UX
• Call Centre Optimisation
• Holistic Product Optimisation
• CRO and Psychology
• Training in CRO and Split Testing
Was : Group eBusiness Manager, Belron
Now : For hire

4. Bill & Ted
4

5. The Invisible Gorilla
5

6. The Neuro Marketing Toolkit
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
14.
Get Out of the Office
Interview Them Like a Pro
Immerse Yourself
Get Their Voice
Act Like a Private Investigator
Read Stuff
Find Stuff
Learn Stuff
Get with Behavioural Numbers
Hire or Train Great Copywriters
Work the Churn and Cost too
Execution
Examples
Q&A
@OptimiseOrDie

7. #1 : GET OUT OF THE OFFICE
@OptimiseOrDie

8. 1a : Lab Based Testing
@OptimiseOrDie

9. 1b : Remote UX Testing
1
3
3
2
3
3
1
2
3
Moderator
Participant
Viewers
@OptimiseOrDie

10. 1c : Crowdsourced Testing
Som, feedback
Remote UX tools (P=Panel, S=Site recruited, B=Both)
Usertesting (B)
www.usertesting.com
Userlytics (B)
www.userlytics.com
Userzoom (S)
www.userzoom.com
Intuition HQ (S)
www.intuitionhq.com
Mechanical turk (S)
www.mechanicalturk.com
Loop11 (S)
www.loop11.com
Open Hallway (S)
www.openhallway.com
What Users Do (P)
www.whatusersdo.com
Feedback army (P)
www.feedbackarmy.com
User feel (P)
www.userfeel.com
Ethnio (For Recruiting)
www.ethnio.com
Feedback on Prototypes / Mockups
Pidoco
Verify from Zurb
Five second test
Conceptshare
Usabilla
@OptimiseOrDie
www.pidoco.com
www.verifyapp.com
www.fivesecondtest.com
www.conceptshare.com
www.usabilla.com
10

11. 1e : Beer, Caffeine and Work Breaks
@OptimiseOrDie

12. 1d : Guerrilla Testing
DESKTOP & LAPTOP
CamStudio (free)
Mediacam AV (cheap)
Silverback (Mac)
Screenflow (Mac)
www.camstudio.org
www.netu2.co.uk
www.silverbackapp.com
www.telestream.net
MOBILE
UX Recorder (iOS)
Skype Hugging
Reflection
Reflector
www.uxrecorder.com
bit.ly/tesTfm
bit.ly/GZMgxR
bit.ly/JnwtMo
@OptimiseOrDie

13. 1e : The Secret Millionaire
•
•
•
•
Tesco placed IT users in front line roles with product
You have to to create this kind of feedback loop
If it isn‟t there, you need to push/encourage
Connect the team with pain points AND outcomes of
their work, split tests and changes
• Hugely motivational strategy
• One last tip – learn how to 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”
amzn.to/1gIZEJn
amzn.to/1e0hnUL
bit.ly/1e0hT58
bit.ly/1kKL3LE
bit.ly/1cQpiIE
bit.ly/1fKqu03
bit.ly/1bmvGT
@OptimiseOrDie

14. #2 : IMMERSE
YOURSELF
•
•
•
•
•
•
•
•
•
•
•
•
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
@OptimiseOrDie

15. #3 : GET THEIR VOICE
•
•
•
•
Sitewide Omnipresent Feedback
Triggered (Behavioural) Feedback
Use of Features, Cancellation, Abandonment
4Q Task Gap Analysis very good
• Kampyle
www.kampyle.com
• Qualaroo
www.qualaroo.com
• Feedback Daddy
www.feedbackdaddy.com
• 4Q
4q.iperceptions.com
• Usabilla
www.usabilla.com

16. #3 : GET THEIR VOICE
•
•
•
•
•
•
•
•
•
Make contact and feedback easy & encouraged
Add contact & feedback to everything (e.g. all mails)
Run regular NPS surveys
Get ratings on Service Metrics
Fix broken stuff
Ask your frequent, high spend, zealous users questions
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

17. #4 : ACT LIKE A PI
•
•
•
•
•
•
•
For your brand(s) and competitors
Check review sites, Discussion boards, News
Use Google Alerts on various brands & keywords
Sign up for all competitor emails
Run Cross Competitor surveys
This was VITAL for LOVEFiLM
Use Social & Competitor Monitoring tools :
slidesha.re/1k7bflG

18. #5 : READ STUFF
@OptimiseOrDie

19. #6 : FIND STUFF
@danbarker
@fastbloke
@timlb
@jamesgurd
@therustybear
@carmenmardiros
@davechaffey
@priteshpatel9
@cutroni
@avinash
@Aschottmuller
@cartmetrix
@Kissmetrics
@Unbounce
@Morys
@UXFeeds
@Psyblog
@Gfiorelli1
Analytics
Analytics
Analytics
Analytics
Analytics
Analytics
Analytics
Analytics
Analytics
Analytics
Analytics, CRO
Analytics, CRO
CRO / UX
CRO / UX
CRO / Neuro
UX / Neuro
Neuro
SEO / Analytics
@PeepLaja
@TheGrok
@UIE
@LukeW
@cjforms
@axbom
@iatv
@Chudders
@JeffreyGroks
@StephanieRieger
@BrianSolis
@DrEscotet
@TheBrainLady
@RogerDooley
@Cugelman
@Smashingmag
@uxmag
@Webtrends
CRO
CRO
UX
UX / Forms
UX / Forms
UX
UX
Photo UX
Innovation
Innovation
Innovation
Neuro
Neuro
Neuro
Neuro
Dev / UX
UX
UX / CRO
@OptimiseOrDie

20. #7 : LEARN STUFF
Whichtestwon.com
Unbounce.com
Kissmetrics.com
Uxmatters.com
RogerDooley.com
PhotoUX.com
TheTeamW.com
Baymard.com
Lukew.com
PRWD.com
Measuringusability.com
ConversionXL.com
Smartinsights.com
Econsultancy.com
Cutroni.com
www.GetMentalNotes.com
@OptimiseOrDie

21. #7 : GET WITH THE NUMBERS
@OptimiseOrDie

22. #7 : GET WITH THE NUMBERS
• So you’re not wading in Poo all the time ->
• Get a Health Check on your Analytics setup (1-2 days)
• Invest in your Analytics in 3 areas:
– Instrument : Collect the *right* data
– Calibrate : Make sure data is clean and aligns with KPIs
– Insight : Make reports usable, useful, insightful, actionable
• Measure Customer Intent Groupings:
(http://slidesha.re/1gJ5R82)
• Measure bad things and errors:
(http://slidesha.re/1nNfSSp)
• Measure interactions, not pages:

23. #7 : GET WITH THE NUMBERS
Bounce
Engage
Outcome
@OptimiseOrDie

24. #7 : GET WITH THE NUMBERS
Search or
Category
Product
Page
Add to
basket
View
basket
Checkout
Bounce
Complete
Ecommerce
@OptimiseOrDie

25. #7 : GET WITH THE NUMBERS
Exit
Page 1
Page 3
Page 2
Page 4
Wishlist
Contact
Page 5
Email
Like
Deeper
Layer
@OptimiseOrDie
Micro
Conversions

26. #7 : GET WITH THE NUMBERS
Old Skool
Page 1
Page 2
Page 3
Page 4
Change
colours
Checked
size
Neuro Marketers
Picture
gallery
@OptimiseOrDie
Read
tabbed
content
Out of
Email
stock
Added to
wishlist

27. #8 : HIRE OR TRAIN GREAT
COPYWRITERS
“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

28. #8 : HIRE OR TRAIN GREAT
COPYWRITERS
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 missing the biggest trick in all this work
• Get some training from www.stickycontent.co.uk
• Hire DM copywriters or people with Solid web experience
• Stop people 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

29. #8 : HIRE OR TRAIN GREAT COPYWRITERS
"The best ads ask no one to buy, but
they are based on the knowledge of
human nature."

30. #9 : WORK THE ASS END TOO
• Churn and Cancellation
• Have an „A Team‟ for Service Recovery
• Example – Cancellation
–
–
–
–
–
•
•
•
•
Offer payment holiday
Ask for Churn reason
Send to „Save Team‟
Tune and improve
15% reduction in Churn
Seek out unhappy people
Talk to escalation or recovery teams
Interview the customers
Learn from the negative side

31. #10 : NOW YOU CAN BEGIN
Insight - Inputs
Opinion
Cherished
notions
Marketing
whims
Cosmic rays
Not ‘on
brand’
enough
Ego
IT
inflexibility
Panic
Internal
company
needs
#FAIL
Competitor
change
An article
the CEO
read
Some
dumbass
consultant
Competitor
copying
Dice rolling
Guessing
Knee jerk
reactons
Shiny
feature
blindness
@OptimiseOrDie

32. #10 : NOW YOU CAN BEGIN
Insight - Inputs
Usability
testing
Forms
analytics
Search
analytics
Voice of
Customer
Market
research
Eye tracking
Customer
contact
A/B and
MVT testing
Big &
unstructured
data
Insight
Social
analytics
Session
Replay
Web
analytics
Segmentation
Sales and
Call Centre
Surveys
Customer
services
Competitor
evals
@OptimiseOrDie

33. #10 : NOW YOU CAN BEGIN
•
•
•
•
Insight - Inputs
Check your inputs
Assemble the widest possible team
Share your data and research
Create a UX levers (Emotional Copywriting) guide
@OptimiseOrDie

34. #10 : UX LEVERS EXAMPLE
Insight - Inputs
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’
@OptimiseOrDie

35. #10 : THE DARK SIDE
Insight - Inputs
“Keep your Family safe and get back on the
road fast with Autoglass.”
@OptimiseOrDie

36. #10 : NOW YOU CAN BEGIN
Insight - Inputs
• 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 (bit.ly/1fX2RAa)
@OptimiseOrDie

37. #10 : NOW YOU CAN BEGIN
Insight - Inputs
• Check your UX or Copywriting
guidelines.
• Use Get Mental Notes
• What levers can we apply now?
• Create a hypothesis:
www.GetMentalNotes.com
“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]”
@OptimiseOrDie

38. #10 : NOW YOU CAN BEGIN
Insight - Inputs
• Collaborative Sketching
• Brainwriting
• Refine and Test!
@OptimiseOrDie

39. #10 : SUMMARY
Insight - Inputs
•
•
•
•
•
•
•
•
•
Inputs – get the right stuff
Research, Guidelines, Data
Framing the problem
Questions to get you going
Use Card Prompts for
Psychology
Create a hypothesis
Collaborative Sketching
Brainwriting
Refine and Check Hypothesis
@OptimiseOrDie

40. #11 : EXAMPLE 1 - SCARCITY
Scarcity principle...
• If there is limited availability of something, we assume it is more
valuable, and we want it even more.

41. #11 : EXAMPLE 2 – SPAM MESSAGING
Scarcity principle...

42. #11 : EXAMPLE 2 – SPAM MESSAGING
Scarcity principle...

43. #11 : EXAMPLE 3 – PHOTOGRAPHY
@OptimiseOrDie

44. #11 : EXAMPLE 3 – PHOTOGRAPHY
Terrible Stock Photos : headsethotties.com & awkwardstockphotos.com
Laughing at Salads
: womenlaughingwithsalad.tumblr.com
BBC Fake Smile Test
: bbc.in/5rtnv
@OptimiseOrDie

45. #11 : EXAMPLE 3 – PHOTOGRAPHY
SPAIN
+22% over control
99% confidence
@OptimiseOrDie

46. #11 : EXAMPLE 4 – PROMO CODE ANGST
@OptimiseOrDie

47. #11 : EXAMPLE 4 – PROMO CODE ANGST
Got a promo code?
Got a promo code or voucher?
@OptimiseOrDie

48. SUMMARY
Insight - Inputs
•
•
•
•
•
•
Great new stuff about the brain
It‟s all about the inputs & execution
Don‟t randomly test – game the system
Drive split tests using Psychology
If you read all this stuff, you‟ll do well
Last 12m : 25%-800% increase in revenue
@OptimiseOrDie

49. WRAPUP
49

50. Download Slides : slidesha.re/1n8G7Qb & Questions
Email : sullivac@gmail.com
Follow : @OptimiseOrDie
: linkd.in/pvrg14
50