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Thriving Through COVID: The Surprising Science of Emotion Behind Fast Growth

In the midst of the COVID crisis and impending recession, business leaders who understand their customers’ emotional needs will emerge as winners.

Understanding the science of emotion gives you the keys to your customers’ deepest desires and buying motivations.

Watch the webinar as customer experience pioneer, Chris Goward, shows you the latest Behavioral Science insights from the current global crisis and techniques you can use to win today: https://www.widerfunnel.com/hello/the-surprising-science-of-emotion-webinar-wf/

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Thriving Through COVID: The Surprising Science of Emotion Behind Fast Growth

  1. 1. Architecting insights. Delivering growth.™
  2. 2. @chrisgoward Chris Goward CEO, Widerfunnel March 18, 2020 The Surprising Science of Emotion Behind Fast Growth WEBINAR
  3. 3. © Copyright 2007-2020 Widerfunnel. All rights reserved. Before we get started... • You'll receive a recording of this webinar within the next two days. • Use the Q&A button to send your questions to the presenters. We'll answer them at the end of the presentation.
  4. 4. © Copyright 2007-2019 Widerfunnel. All rights reserved. Chris Goward ● 13+ years in industry ● Author of industry bestseller You Should Test That! ● Creator of the LIFT® Model, PIE Framework® , PACET® , and Infinity Experimentation Process® ● Global keynote speaker at 300+ events Behavioral Science and Experimentation Thought-Leader
  5. 5. © Copyright 2007-2020 Widerfunnel. All rights reserved. We are an Applied Behavioral Science company. We provide the expertise, knowledge, tools, and processes to create an insight-driven experimentation practice the leads to customer insights and growth.
  6. 6. © Copyright 2007-2020 Widerfunnel. All rights reserved. We believe evidence-based decisions get the best results. Our experimentation practice produces more confident decisions that drive innovation and growth.
  7. 7. © Copyright 2007-2020 Widerfunnel. All rights reserved. Expertise honed through a history of partnering with leading brands 2007 2009 2011 2013 2015 2017 2019
  8. 8. © Copyright 2007-2020 Widerfunnel. All rights reserved. COVID-19
  9. 9. © Copyright 2007-2020 Widerfunnel. All rights reserved. This is not a recession... yet. It's a crisis. The recession will come next.
  10. 10. © Copyright 2007-2020 Widerfunnel. All rights reserved.
  11. 11. © Copyright 2007-2020 Widerfunnel. All rights reserved.
  12. 12. © Copyright 2007-2020 Widerfunnel. All rights reserved.
  13. 13. © Copyright 2007-2020 Widerfunnel. All rights reserved. Changing a person's shopping habits is hard.
  14. 14. © Copyright 2007-2020 Widerfunnel. All rights reserved. How should you respond to the crisis? Create a customer-obsessed business practice to meet the changing needs and expectations of your market.
  15. 15. © Copyright 2007-2019 Widerfunnel. All rights reserved. Source : The New Science of Customer Emotions, Harvard Business Review Baseline +13% +52% -18% Not Emotionally Connected Highly Satisfied Perceive Brand Differentiation Fully Emotionally Connected Emotional resonance of shopping experiences increases lifetime value for highly satisfied customers
  16. 16. © Copyright 2007-2020 Widerfunnel. All rights reserved.
  17. 17. © Copyright 2007-2020 Widerfunnel. All rights reserved.
  18. 18. © Copyright 2007-2020 Widerfunnel. All rights reserved. Behavioral Insights come from asking "Why?"
  19. 19. Scarcity Effect: People place higher value on scarce objects, and lower value on those that are abundant.
  20. 20. Herd mentality: An extreme of Social Proof, when individuals are affected by a herd, they may make different decisions than they would have individually.
  21. 21. Social Proof: Bandwagon Effect. People tend to trust in something because other people have first. There is perceived safety in numbers.
  22. 22. © Copyright 2007-2020 Widerfunnel. All rights reserved.
  23. 23. © Copyright 2007-2020 Widerfunnel. All rights reserved. Micro-survey Control Variation A Variation B Variation C Many variations tested Social Proof focusGeneric qualification criteria
  24. 24. © Copyright 2007-2020 Widerfunnel. All rights reserved. + 14.0% No Change + 40.4% Micro-survey Control Variation A Variation B Variation C Social Proof: Bandwagon Effect Social Proof focusGeneric qualification criteria
  25. 25. © Copyright 2007-2020 Widerfunnel. All rights reserved.
  26. 26. © Copyright 2007-2020 Widerfunnel. All rights reserved. Behavioral Science is much more than a list of cognitive biases. It requires a mix of methodologies to truly understand your customers.
  27. 27. © Copyright 2007-2020 Widerfunnel. All rights reserved. The goal of Behavioral Science: To find insights about your customers’ emotional needs that lead to resonance and action.
  28. 28. © Copyright 2007-2020 Widerfunnel. All rights reserved.
  29. 29. © Copyright 2007-2020 Widerfunnel. All rights reserved. “Why would Starbucks and McDonalds have the same campaign? Aren’t their customers different?”
  30. 30. © Copyright 2007-2020 Widerfunnel. All rights reserved.
  31. 31. © Copyright 2007-2020 Widerfunnel. All rights reserved. System 1 Thinking Fast System 2 Thinking Slow
  32. 32. "Visual Appeal & Emotional Relevance can be assessed within 50 milliseconds." Lindgaard et al., U. of Ottawa (2006)
  33. 33. © Copyright 2007-2020 Widerfunnel. All rights reserved. EyesEarsSkin Implicit Process (Bits/Sec) Total 10 000 000 100 000 1 000 000 >11 000 000 All 5 Senses
  34. 34. © Copyright 2007-2020 Widerfunnel. All rights reserved. EyesEarsSkin Implicit Process (Bits/Sec) Total 10 000 000 100 000 1 000 000 >11 000 000 All 5 Senses Explicit Process (Bits/Sec) 40 30 5 40-50
  35. 35. 90of decisions are made unconsciously, driven by the brain's limbic system. Over Gerald Zaltman (2003) %
  36. 36. © Copyright 2007-2020 Widerfunnel. All rights reserved. Limbic® is a registered trademark of Gruppe Nymphenburg, licensed to WiderFunnel for exclusive use in USA.
  37. 37. © Copyright 2007-2020 Widerfunnel. All rights reserved. Limbic® is a registered trademark of Gruppe Nymphenburg, licensed to WiderFunnel for exclusive use in USA.
  38. 38. © Copyright 2007-2020 Widerfunnel. All rights reserved.
  39. 39. © Copyright 2007-2020 Widerfunnel. All rights reserved. Study of coffee drinkers
  40. 40. © Copyright 2007-2020 Widerfunnel. All rights reserved.
  41. 41. © Copyright 2007-2020 Widerfunnel. All rights reserved.
  42. 42. © Copyright 2007-2020 Widerfunnel. All rights reserved. Emotional Context Emotional Needs Emotional State
  43. 43. © Copyright 2007-2020 Widerfunnel. All rights reserved.
  44. 44. © Copyright 2007-2019 Widerfunnel.. All rights reserved. ® Limbic is a registered trademark of Gruppe Nymphenburg Consult AG, used by Widerfunnel under exclusive North American license. Ink shoppers’ emotional needs Trust Value ® Limbic is a registered trademark of Gruppe Nymphenburg Consult AG, used by Widerfunnel under exclusive North American license.
  45. 45. © Copyright 2007-2019 Widerfunnel.. All rights reserved. ® Limbic is a registered trademark of Gruppe Nymphenburg Consult AG, used by Widerfunnel under exclusive North American license. Ink shoppers’ emotional needs + context Trust Value Disciplined ® Limbic is a registered trademark of Gruppe Nymphenburg Consult AG, used by Widerfunnel under exclusive North American license.
  46. 46. © Copyright 2007-2019 Widerfunnel. All rights reserved. Emotional Associations: Creative, easy, artistic, crafty HP Instant Ink associations The right ink, right on time, for less. Save up to 50% on ink. The most affordable way to print. Based on monthly subscription cost using only all pages in plan vs. cost per page of most color inkjet cartridge printers < $399. Share of New Inkjet Unit Shipments (< $399) for 2018Q4 period in the US from IDC 2018Q4 Final Release. Standard cartridge CPP from gap intelligence 3/23/19. Never run out of ink. Based on plan usage, Internet connection to eligible HP printer, valid credit/debit card, email address, and delivery service in your geographic area. Change or cancel at anytime. Change or cancel your plan at any time online except that you can’t downgrade from a paid plan to the free plan since it is an introductory offer only. If you decide to cancel your HP Instant Ink plan you can go back to using HP original Standard or XL cartridges. Plan upgrades are effective immediately and the charges will be applied retrospectively or in the next billing cycle, depending on user choice. Plan downgrades and cancellations are effective after the last day of the current billing period. For full details go to instantink.hpconnected.com/terms.
  47. 47. © Copyright 2007-2019 Widerfunnel.. All rights reserved. ® Limbic is a registered trademark of Gruppe Nymphenburg Consult AG, used by Widerfunnel under exclusive North American license. Mis-aligned customer experience Emotional zone Trust Value Discipline ® Limbic is a registered trademark of Gruppe Nymphenburg Consult AG, used by Widerfunnel under exclusive North American license.
  48. 48. © Copyright 2007-2019 Widerfunnel. All rights reserved. Emotional Associations: Value, Quality, Trust, Easy Save up to 50% on ink. The most affordable way to print. Based on monthly subscription cost using only all pages in plan vs. cost per page of most color inkjet cartridge printers < $399. Share of New Inkjet Unit Shipments (< $399) for 2018Q4 period in the US from IDC 2018Q4 Final Release. Standard cartridge CPP from gap intelligence 3/23/19. The new A/B-tested winning page Implicit code: Trust Explicit message: Value Implicit code: Easy Implicit code: Easy The right ink, right on time, for less. Save up to 50% on ink. The most affordable way to print. Based on monthly subscription cost using only all pages in plan vs. cost per page of most color inkjet cartridge printers < $399. Share of New Inkjet Unit Shipments (< $399) for 2018Q4 period in the US from IDC 2018Q4 Final Release. Standard cartridge CPP from gap intelligence 3/23/19. Never run out of ink. Based on plan usage, Internet connection to eligible HP printer, valid credit/debit card, email address, and delivery service in your geographic area. Change or cancel at anytime. Change or cancel your plan at any time online except that you can’t downgrade from a paid plan to the free plan since it is an introductory offer only. If you decide to cancel your HP Instant Ink plan you can go back to using HP original Standard or XL cartridges. Plan upgrades are effective immediately and the charges will be applied retrospectively or in the next billing cycle, depending on user choice. Plan downgrades and cancellations are effective after the last day of the current billing period. For full details go to instantink.hpconnected.com/terms.
  49. 49. © Copyright 2007-2020 Widerfunnel. All rights reserved. Inhibiting and Promoting pressures model Two primary forces in human behavior • “Friction” forces get in the way of a behavior. • “Fuel” forces make a behavior more appealing. Unless there are changes in friction or fuel, people tend to stick to the status quo. Fuel (Promoting Pressures) Friction (Inhibiting Pressures)
  50. 50. © Copyright 2007-2020 Widerfunnel. All rights reserved. The LIFT Model® for customer centricity ®
  51. 51. © Copyright 2007-2020 Widerfunnel. All rights reserved. Value Proposition Equation Fuel Friction Perceived Benefits ● Explicit (Tangible) Benefits ● Implicit (Intangible) Benefits Perceived Costs ● Explicit (Tangible) Costs ● Implicit (Intangible) Costs
  52. 52. © Copyright 2007-2020 Widerfunnel. All rights reserved. The LIFT Model® for customer centricity ®
  53. 53. © Copyright 2007-2020 Widerfunnel. All rights reserved.
  54. 54. © Copyright 2007-2020 Widerfunnel. All rights reserved.
  55. 55. © Copyright 2007-2020 Widerfunnel. All rights reserved. Relevance: Headline does not mention “donation” Clarity: Eye flow is disjointed with mis-aligned content Clarity: Start of form is pushed down the page Value Proposition: Lowest donation amount pre-selected Clarity: 2-column form Clarity: Credit card number and billing information are separated Anxiety: Many fields shown at once Value Proposition: No testimonials for credibility Clarity: No hover state on the CTA
  56. 56. © Copyright 2007-2020 Widerfunnel. All rights reserved. Long copy intro Variation A
  57. 57. © Copyright 2007-2020 Widerfunnel. All rights reserved. Form focused Variation B
  58. 58. © Copyright 2007-2020 Widerfunnel. All rights reserved. Momentum Variation C
  59. 59. © Copyright 2007-2020 Widerfunnel. All rights reserved. Which one won? A B C
  60. 60. © Copyright 2007-2020 Widerfunnel. All rights reserved. Donation Revenue Lift Overall winner + 12.4%
  61. 61. © Copyright 2007-2020 Widerfunnel. All rights reserved. X During Typhoon Haiyan Crisis Donation Decrease!- 15.7%
  62. 62. © Copyright 2007-2020 Widerfunnel. All rights reserved. For ‘Search Campaign’ Segment Donation Revenue Lift+ 10.6%
  63. 63. © Copyright 2007-2020 Widerfunnel. All rights reserved. For ‘Search Campaign’ Segment During the Crisis Donation Revenue Lift+ 42.1%
  64. 64. Seasonality: External events that change the emotional context and motivation.
  65. 65. © Copyright 2007-2020 Widerfunnel. All rights reserved. Seasonality affects the conversion equation ®
  66. 66. © Copyright 2007-2020 Widerfunnel. All rights reserved. What are *your* customers needs and expectations today?
  67. 67. © Copyright 2007-2020 Widerfunnel. All rights reserved. A mix of methodologies is needed to truly understand.
  68. 68. © Copyright 2007-2020 Widerfunnel. All rights reserved. Behavioral Attitudinal Quantitative Qualitative MotivationLab® Usability lab A/B testing Email survey NPS feedback Clickstream analytics User session recording User interview
  69. 69. © Copyright 2007-2019 Widerfunnel. All rights reserved. Triangulating insights Behavioral Attitudinal Quantitative Qualitative MotivationLab® Usability lab A/B testing Email survey NPS feedback Clickstream analytics User session recording User interview
  70. 70. © Copyright 2007-2019 Widerfunnel. All rights reserved. Optimized triangulation insights Behavioral Attitudinal Quantitative Qualitative MotivationLab® Usability lab A/B testing Email survey NPS feedback Clickstream analytics User session recording User interview
  71. 71. © Copyright 2007-2019 Widerfunnel. All rights reserved. 1. Don't panic. Breath. Strategize. 2. Question your customer insights and assumptions in this new context. 3. Use qualitative studies to understand your customers' emotional needs. 4. Experiment more strategically. Ask powerful questions in your tests. 5. Use Behavioral Science frameworks to inform your marketing. What you can do today
  72. 72. © Copyright 2007-2020 Widerfunnel. All rights reserved. What you've helped us achieve is fantastic! You get through barriers and finding solutions. It's not easy to do this. The pace at which we're able to do complicated tests is amazing. Sovrin Tolia Group Product Manager HP
  73. 73. © Copyright 2007-2020 Widerfunnel. All rights reserved. The way they build a case around a test and analyze the results is invaluable. We realized quickly that we couldn’t afford to walk away from Widerfunnel. Tsega Dinka Vice President of Digital Product
  74. 74. © Copyright 2007-2019 Widerfunnel. All rights reserved. I know I can count on Widerfunnel to not only deliver on experiments, but to also help us build out the overarching program the right way from the beginning. Michele Pendergast Head of Demand Generation
  75. 75. © Copyright 2007-2020 Widerfunnel. All rights reserved. Attendees today can get the Free Guide: Building Emotionally Resonant Customer Experiences Send an email now to: iwant@widerfunnel.com The Complete Guide to Building Emotionally Resonant Customer Experiences
  76. 76. Architecting insights. Delivering growth.™ Questions?

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