CONVERSION:
Get Inside Your Customer’s Head.
Humans take shortcuts (heuristics) when they make decisions, including buying decisions. To be a persuasive marketer you need to understand these shortcuts. Our unique model for understanding customer behaviour can help you get more from your customers. Welcome to the BRAIN Framework.
Motivation
We dig into your business to understand what motivates your customers, and what Fears we need to alleviate. We want to understand your Customer Value Proposition at a brand level and a product level.
Friction
The barriers and friction that prevent a visitor completing their journey. Our extensive checklist of friction points includes Privacy, Fulfilment and Shipping, Cost, and more generic Usability issues.
Triggers
Ensuring that you have the right triggers, and Calls To Action in place. Triggers can add a sense of Urgency or Scarcity to you offering, depending on where the customer is in the journey.
1. Explore
The Explore stage is where we get to understand your business, your customers, and your digital marketing. This is where we gather insights about your business and customers through many different sources. We also our BRAIN Framework to get insights into why your customers behave the way they do, and the opportunities this presents. Our Explore stage consist of:
Discovery tools setup
These tools will provide quantitative and qualitative data and insights into your digital marketing:
- Review and configure your Analytics for real insights
- Setup real Revenue Goals
- Configure funnel & basic form tracking
- Install customer video tracking software – see what your customers are doing.
Customer journeys and business objectives
We use a workshop to get clarity about your business, services, and customers. This is not a waffle-session. We have developed short-cut processes for getting to the meat of the issues. What we want to understand is your optimal customer journey from, the first contact to sale.
Analysis for opportunities
This is a deep dig into your digital marketing to find weaknesses and leaks, that represent opportunities for increased revenue. Our process includes:
- Technical analysis
- Funnel analysis
- Channel analysis
- Form drop-out analysis
- Configuration of micro-conversions goals (and value attribution)
Our goal at this stage is to find where the potential barriers and blocks are to the customer journey.
2. Experiment
In order to test improvements, we need to create hypotheses about “why” things are happening. Much of our formulation for improvements comes from the experience and insight of our consultants grounded in the BRAIN Framework, and qualitative tools.
Investigate “why”
Our data analysis helps us identify potential weaknesses and blockages for improvement. Now we can use qualitative tools to get insights into “why” leakages are happening. Initially, we focus on:
- Video Analysis
- Heatmap Analysis
- Form results analysis (video and funnel)
As we progress, we can start to add more qualitative insights, including customer surveys, polls, and UX testing.
BRAIN Insights Framework
Our investigations are centered in our BRAIN Insights Framework, which provides a scientific model for understanding what influences customer behaviour. The BRAIN Framework is based on new research advances in Behavioural Economics, Neuromarketing, User Experience Design (UX), and Consumer Psychology. We have literally hundreds of insights that can be applied to improve your conversions. The BRAIN Framework groups these into three key dynamics, plus four important supporting elements:
- Motivation v Apathy – The improvement of the Customer Value Proposition at a brand and product level. This requires a strong understanding of customers thinking.
- Friction v Ease – Addressing the barriers at a macro (site) and micro (page elements) levels. We have a database of insights into how friction can be reduced. Some of these require complex changes to Information Architecture, others are simple Usability changes.
- Triggers – Triggers including Scarcity and Urgency. We undertake a detailed analysis of what triggers and Calls To Action to use at different stages in the Customer Journey, as well as the micro-optimisation of Copy and Design for CTAs.
In each of these areas, we have 5-7 key guidelines that provide a framework for analysis. And within these guidelines, there are 100s of behavioural propositions, supported by case studies. Below are 5 factors in Motivation.
Prioritise and Test
We prioritise tests based on IMPACT, EFFORT, and COST so that you get the quickest ROI on your testing regime.
We test for changes specific pages or to a funnel of pages, in the customer journey.
Once tests are Prioritised, we design the testing regime:
- We design the test plan and set goals, using A/B testing against a control
- Wireframe and set proposed copy and images, and have these approved
- We implement tests and monitor
Where practical, tests are run until they are of statistical significance, so that that the decisions based on the test, rest on a strong foundation.
3. Evaluate
The results re-analysed:
- We confirm the results have statistical significance – sometimes this requires patience to allow tests to run the full course!
- We always seek to quantify the impact of the test in revenue terms, especially if multiple goals are involved.
- Assuming the challenger wins, we implement and expand, and we look to take insights up the chain to “Marketing Optimisation”.
- Finally, we review the priority of the tests! Are there any insights from this test, that make the low hanging fruit easier to pick?
