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.
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Enough Psycho- Babble ... Show me
- 1. Enough of the psychobabble Show me.... 26 November 2014
- 2. Enough of the psychobabble It’s a bit scary - do I need it all?
- 3. Enough of the psychobabble In a word ....
- 4. Enough of the psychobabble It’s all about little steps…
- 5. Enough of the psychobabble Towards digital maturity
- 6. Enough of the psychobabble Knowledge is power
- 7. Enough of the psychobabble It’s a constant process… the approach an approach the variants the analytics onto live site
- 8. Enough of the psychobabble A few practical examples
- 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. 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. 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. Enough of the psychobabble Control form
- 13. Enough of the psychobabble Fear of loss
- 14. Enough of the psychobabble Reduced cognitive load
- 15. Enough of the psychobabble Social proof
- 16. Enough of the psychobabble Need for privacy
- 17. Enough of the psychobabble Value exchange
- 18. Enough of the psychobabble Visualisation
- 19. Enough of the psychobabble Fear of ambiguity
- 20. Enough of the psychobabble Positive reinforcement
- 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. Enough of the psychobabble But I don't have a large test audience
- 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. 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. 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. Enough of the psychobabble Pre
- 27. Enough of the psychobabble Form variation testing
- 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. Enough of the psychobabble Post
- 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. 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. Thank you. Jonathan von Abo jva@readingroom.com
Hinweis der Redaktion
- Yes it is a big system 11 modules to choose from All focus on different aspects Do you need them all from day 1 .... ?
- You can do a lot of clever stuff with just one element (and ill show you)
- There is no big bang Establish a need and meet it with tech
- Even Sitecore recommend multiple steps to digital maturity
- Ultimately Knowledge is Power The more we know about our audiences the better experience we can deliver DMS is build on knowledge (analytics) and wont exist without it It provides us with the knowledge and the power
- It is not a fixed deliverable Design – Build – Deploy - Analyse – Refine Then you start again The more you put in the more you get out
- The control page – this page will stay the same as it currently is on the Taylor Wimpey website
- Fear of Loss – this page explores users’ fear of loss by making them aware on what they’ll miss out on if they don’t register
- Reduce Cog Load – this page asks for less information of the user in exchange for them signing up for updates
- Social Proof – this page displays how many people have looked at the property development or how many have already downloaded a brochure, pulling the actual analytics onto the page in an attempt to convince users that this development may be gone soon
- Need for Privacy – this page emphasizes the privacy guarantee, making users very aware that their details will not be shared
- Value exchange – this page offers more in exchange for the users’ information. It also shows a picture of a family preparing to move together
- Visualisation – this page shows the inside of the home that the user was previously viewing beside the form
- Fear of Ambiguity – this page makes it very clear to the user what will happen once they have registered for updates
- Positive Reinforcement – this page encourages users that they are making the right choice by choosing Taylor Wimpey
- The pre-post experiment give us a deeper understanding of audiences’ personality traits and inclinations. We are planning to split the survey in two parts and create different versions of the same page. In the first part (pre-test) we want to understand the participants better with regards to certain characteristics and socio - psychological factors and the pre-test ensures that the groups are equivalent and it also gives the researcher the tool to filter out confounding variables and bias. The participants will be asked to complete the first part (pre-test) before they proceed further in order to determine the randomization of the sample. In the second part of the survey we are actually looking to measure people's reaction, level of satisfaction and engagement and we believe that their experience with the different psychological segments will help us gain a deeper understanding of what motivates the user.
- In the pre-test we decided to include 3 different sections: demographic variables, questions measuring their digital literacy, and also psychological variables. We decided to use the Big Five personality scale which will help us gain a better understanding of users' personality traits focusing (openness, conscientiousness, extraversion, agreeableness and neuroticism). The Satisfaction with Life scale was created on the premise that in order to make judgments about satisfaction there was a need to know about a participant’s overall perception of life. Life satisfaction is one factor in the more general construct of subjective well being and we believe that by classifying the users as easy/hard to satisfy we can better interpret their responses. Finally, we wanted to measure the housing and socioeconomic status and the questionnaire included a number of items intended to investigate respondents' investment of meaning in the home and neighborhood and their experience of demand and control in the domestic environment, as well as their general and neighborhood based social ties.
- questions like
- After these questions, the participants will be directed to the test versions of the form from the site. control version, the two alternative versions emphasise the need for privacy or the need for empathy.
- In the post-test, apart from asking the participants their level of satisfaction and engagement with the page, we added the problem-solving style questionnaire in order to access the individual differences in the ways people prefer to plan and approach challenges or opportunities, behave when managing change, processing information and making decisions (sensing, intuitive, feeling and thinking). In addition to that, in the leaseholders survey we added the trust scale as we know the reassurance is key to the sales process. Finally, we used the Resistance to Change scale in the survey that we designed for the employees, as people differ in how they respond to change and we believe is valuable to measure this trait (routine seeking, emotional reaction, short-term focus, cognitive rigidity).
- In both approaches, the different versions of the webpage act as independent variable and people's action as dependent variable.