What are your website visitors doing?

Chances are that you’re tracking your website visitors en masse. You’re probably tracking acquisition sites, tallying up conversions and working to optimize your pages for the best success. But with all of that quantitative research, do you know about each individual user’s journey, and where they are struggling on your site? If not, you should […]

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Chances are that you’re tracking your website visitors en masse. You’re probably tracking acquisition sites, tallying up conversions and working to optimize your pages for the best success. But with all of that quantitative research, do you know about each individual user’s journey, and where they are struggling on your site? If not, you should check out one of our partners: SessionCam.

Jonathan Hildebrand, Brooks Bell’s Sr. Director of UX & Design, spoke at SessionCam’s user conference last week in Chicago. If you’re unfamiliar with SessionCam, the company began with a mission of building the best session replay solution on the market.  Over time the solution has grown into a fully-fledged behavioral analytics solution including heatmaps, conversion funnels, form analytics and more.

We’ve been blown away by the machine learning algorithms which identify signs of customer struggle and frustration on a website.  We sat down with Jonathan to ask him for a couple takeaways from the event.

As a UX expert, what do you appreciate most about SessionCam?

Where SessionCam really shines is in the qualitative data it provides, which can uncover major hurdles on your site in ways that quantitative data could never reveal. SessionCam’s recordings allow customers to watch a complete play-by-play of a visitor’s experience on the site, whether it’s through a mobile device or desktop.

What about specific to testing?

From a testing perspective, SessionCam can be great for post-test analysis since it allows you to watch videos from the live test experiences. The Customer Struggle Score is also a great way to understand where problems are occurring.

Any interesting case studies?

Definitely. One that comes to mind is a retailer that has a buy online, pick up in store (BOPUS) program. They were using SessionCam to uncover the source of order mistakes. When there was an error at pickup, they would go back and watch that customer’s online session to see if a problem occurred during the online order process and determine if there were any improvements they could make.

And you only need to check out their website to see the kind of value that SessionCam has added to many of the world’s leading brands.

If you’re interested in finding out more about SessionCam, give us a shout.

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The future of the digital customer experience: 6 Experimentation trends for disruptive businesses in 2019

This past September, hundreds of specialists at organizations across industry verticals flocked to at #Opticon18, the largest experimentation conference in…Read blog postabout:The future of the digital customer experience: 6 Experimentation trends fo…

This past September, hundreds of specialists at organizations across industry verticals flocked to at #Opticon18, the largest experimentation conference in...Read blog postabout:The future of the digital customer experience: 6 Experimentation trends for disruptive businesses in 2019

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Design with a Punch: Comic Books and the Difference Between UX & UI

The best way to explain any complex topic is to think about how you would explain it to a 10-year-old. So we asked Brooks Bells’ Senior Experience Designer, A.J. Bikowski, to use this approach to tackle a question that we encounter a lot: What’s the difference between UX and UI?  Here’s his take.  Many people have […]

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The best way to explain any complex topic is to think about how you would explain it to a 10-year-old. So we asked Brooks Bells’ Senior Experience Designer, A.J. Bikowski, to use this approach to tackle a question that we encounter a lot: What’s the difference between UX and UI?  Here’s his take. 

Many people have trouble with the distinction between user experience (UX) and user interface (UI). When you need to get to the heart of something, I find it’s best to stick with an analogy that is personal to you. And as a guy who loves all things dorky, I immediately think of comic books.

For those of you who have never read a comic (first of all, shame on you), they have so much UI they practically KAPOW you in the face with it! The pages, the binding staples, the frames the artwork—the list goes on. These are all elements that make up a comic books’ UI.

But there are outside elements that make up an interface: things like the pages you have to turn, the words that are in each bubble or even how much light you need to read your comic book. Simply put, the user interface is made up of all the stuff you have to touch and interact with to accomplish what you’re trying to do (which is to read some killer comics, of course).

On the other hand, the UX, or the experience, is the feeling you get when you’re finally reading that amazing new comic. In the end, your behavior was influenced by the UI, but how you felt while doing it—that’s your UX.

This metaphor also applies when we consider the user journey in the digital realm.

Just like a comic story arc, your users have to follow a linear progression of tasks in order to accomplish their goal. In a comic book, the superhero’s goal is to defeat the bad guy; for your user, it may be purchasing a new product or signing up for a new service.

Throughout their journey, your user will need to interact with countless interfaces: the navigation, the buttons, radio toggles, form fields, font sizes, colors and more. All of these elements work to help your users along their way to accomplishing their goal.

But when a single UI is out of place or broken, what happens to your user journey? How does it make them feel? And will that feeling make them complete the task at hand, or will they abandon their mission?

Understanding that the difference between UI and UX is important, but it’s more important that you understand how these elements work together: every user will have to use your UI to accomplish the task at hand. How they feel while using your UI is critical to whether or not they’re successful, and whether they’re willing to come back for more. 

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Experimentation in product development: How you can maximize the customer experience

Hila Qu, Vice President of Growth at Acorns, has a theory. She says there are two kinds of product managers:…Read blog postabout:Experimentation in product development: How you can maximize the customer experience
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Hila Qu, Vice President of Growth at Acorns, has a theory. She says there are two kinds of product managers:...Read blog postabout:Experimentation in product development: How you can maximize the customer experience

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Don’t Make It Weird: 5 Tips for Balancing Privacy & Personalization

Imagine a simple scenario: Your coworkers are participating in a fun run for charity and want you to join. You’re up for it, but you know you need a decent pair of running shoes. The logical solution is to go online, search for information about running shoes and identify a few possible options. You could […]

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Imagine a simple scenario: Your coworkers are participating in a fun run for charity and want you to join. You’re up for it, but you know you need a decent pair of running shoes.

The logical solution is to go online, search for information about running shoes and identify a few possible options. You could order the shoes from an online retailer, but because proper fit is important for running shoes, you decide to visit a specialty retailer at the mall. A salesperson there is friendly and knowledgeable. The store has a pair of shoes you like, in your size. They’re a bit more expensive, but the fitting service added value and there’s no additional shipping cost, so you purchase the shoes on the spot. The next weekend, you run the race and the shoes feel great.

This illustrates a relatively traditional model of consumer decision-making. It begins with a spark that motivates a search for a product. It leads to a research phase, and a consideration set is developed. It then progresses to some type of product experience that narrows the consideration set. Ultimately, a purchase decision occurs and an evaluation of the final product is made.

But today’s online customers may notice a glaring omission from the process: It occurs a week after the run, when you visit a news website. There, in the right column of the page, is an ad for a pair of running shoes. The ad is tailored to your expressed preferences, but not personalized enough to know that a purchase has already occurred.

Seeing these ads, which follow us around the web, can be annoying, unnerving, and even potentially embarrassing. Because the targeting is so crude, it’s obvious that we’ve exchanged some degree of privacy for a marginal—in this case questionable—convenience. And, if this exchange has happened so frictionlessly with one online retailer, how often is it happening elsewhere?

If you can relate to this, you’re not alone. Research has found that consumers generally dislike targeted and personalized advertising. So if personalization makes customers uncomfortable, does this means brands should stop using tailored messages, offers and experiences?

The answer is, decisively, no.

Here’s why: the same body of literature that outlines a negative attitude towards personalization, also highlights the undeniable benefits of personalization. When an ad or message—such as an email subject line—is tailored, even superficially, there is almost always an increase in engagement with the subsequent content.

This contradiction is known as the “privacy paradox.” Consumers are willing to make a long-term trade of personal privacy in exchange for a short-term benefit or convenience, like more relevant advertising or a more specific shopping experience.

But while attitudes toward privacy may contradict behavior, they certainly shouldn’t be ignored. When an ad, message, or experience feels intrusive or creepy, it can diminish the effect personalization could have on your customer and their overall perception of your brand.

Luckily, there are many ways to deliver personalized experiences while also making your customers feel more at ease about their privacy. Here are our tips.

1. Be transparent

Numerous studies have found that the more transparently personalized content is presented, the more effective—and importantly, the more broadly effective—it is.

While making explicit references to data collection and sharing policies can increase privacy concerns, it can also diminish the effect the concern has on consumer behavior.

In an extreme example, Facebook somewhat-recently rolling out a new way for users to see their ad preferences, after the company’s advertisement platform and practices faced scrutiny following the 2016 Presidential Election.

But it doesn’t have to be that complicated. For instance, simply including ad security icons, for example, has been shown to increase the effectiveness of tailored ads even when the icon is unrecognized.

In addition, referencing privacy policies can diminish concerns over data sharing and personalization, even if consumers never read the policy. One study found that consumers interpret a privacy policy as a blank slate populated with all the usual safeguards. This means, of course, the burden is on your company to draft and enforce a responsible privacy policy whenever consumer data is being collected.

2. Be public about your data security efforts

Unsurprisingly, reassuring your customers of data security and describing the efforts you’re taking to protect their data can make them feel more at ease. But the effectiveness of this approach really depends on how much your customers trust your brand and your site. Building this relationship is difficult and can be easily destroyed.

But, if your brand has built a relationship of trust over time and is authentically dedicated to preserving this relationship, referencing the care you have taken to secure private information can not only be a boon to overall perceptions but increase the effectiveness of personalization.

3. Be personal to the right people, at the right time.

In marketing, timing is everything; and the same goes for personalization, it turns out. In e-commerce, personalization is most effective when your customer has established a consideration set and a final decision is about to be made. Additionally, as your customer engages more with a product category or brand, they begin to expect and look forward to a more targeted, relevant experience.  

4. Let newer customers opt-in to personalization

When it comes to moving customers toward a purchase, personalization is more effective in the “pull” direction than in the “push” direction. This means that you should implement personalization with more loyal customers and especially those who have requested more tailored experiences.

For new customers, we suggest waiting to provide personalization until a visitor has shown a specific interest in your company or product: they’ve viewed a few pages on a website, downloaded your app or signed up for your email newsletter. Once this happens, offer a dialog asking “Would you like a more personal shopping experience?”

While it’s true that many visitors may choose to continue on their own, others may not. This also gives you an early opportunity to show your brands’ interest in providing a relevant, convenient shopping experience, which may come into play later once they become loyal customers.

5. Let your customers run the show

Perhaps the most unsettling recommendation for balancing privacy and personalization is to give up some control over the degree of personalization consumers experience. Doing so evokes many of the tips we’ve already covered: it improves transparency, allows consumers to opt into personalization, and helps to build trust. Additionally, offering this service has been found to dramatically improve the effectiveness of personalization, even when some customers actually change settings beyond the default.

Personalization is a powerful tool. The effect personalized messages and experiences have on customers, however, is variable and possibly unpredictable. It’s important that companies balance concerns for privacy and general feelings of intrusion when delivering personalized experiences. Testing these approaches we’ve outlined above will help make your personalization efforts feel less creepy and ultimately, increase the effectiveness of the customer experience.


Transform your customer experience through personalization.

Brooks Bells’ Personalization Jumpstart Program uses a comprehensive, five-step process to help top brands incorporate personalization across their customer experience. Learn more today >> 

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Business evolution happens in experimentation sprints: Insights from André Morys, GO Group Digital

But transformative change really happens in sprints. That’s because experimentation is the agile approach to business evolution. When it comes…Read blog postabout:Business evolution happens in experimentation sprints: Insights from André Morys,…

But transformative change really happens in sprints. That’s because experimentation is the agile approach to business evolution. When it comes...Read blog postabout:Business evolution happens in experimentation sprints: Insights from André Morys, GO Group Digital

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Emotional tactics tested: Two e-commerce experiments that show the power of emotional marketing

Both variations increased conversions, demonstrating that highlighting the value proposition helped to reduce anxiety over signing up. More people now…Read blog postabout:Emotional tactics tested: Two e-commerce experiments that show the power of emo…

Both variations increased conversions, demonstrating that highlighting the value proposition helped to reduce anxiety over signing up. More people now...Read blog postabout:Emotional tactics tested: Two e-commerce experiments that show the power of emotional marketing

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Moving the needle: Strategic metric setting for your experimentation program

Once you have your metrics and KPIs set, you’ll want to devise a system for tracking and sharing your results….Read blog postabout:Moving the needle: Strategic metric setting for your experimentation program
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Once you have your metrics and KPIs set, you’ll want to devise a system for tracking and sharing your results....Read blog postabout:Moving the needle: Strategic metric setting for your experimentation program

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How to Get More Google Reviews using Neuroscience

Reviews can make or break your business. Here’s how to get more on Google.
The post How to Get More Google Reviews using Neuroscience appeared first on Neuromarketing.

Get More Google Reviews Using Neuroscience

Reviews can make or break your business. Here's how to get more on Google.

The post How to Get More Google Reviews using Neuroscience appeared first on Neuromarketing.