enough psycho- babble ... show me
TRANSCRIPT
Enough of the psychobabble
Show me....
26 November 2014
It’s a bit scary - do I need it all?
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In a word ....
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It’s all about little steps…
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Towards digital maturity
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Knowledge is power
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It’s a constant process…
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an approach
the variants
onto live site
the analytics
the approach
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A few practical examples
Different approaches
There are lot of ways going about this:
I will show you 2 very simple approaches:
• Randomised controlled trial
• Pre-Post experiment
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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
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Design
Build/Deploy
Analyse
Refine
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
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Control form
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Fear of loss
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Reduced cognitive load
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Social proof
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Need for privacy
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Value exchange
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Visualisation
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Fear of ambiguity
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Positive reinforcement
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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
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But I don't have a large test audience
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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
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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
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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.
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Pre
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Form variation testing
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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
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Post
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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
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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
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