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welcome to the first installment of the
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conversion optimization Master Class I'm
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Brian Massey and I'm going to be your
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instructor
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now the first question you're probably
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asking is what's with a lab coat
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well it's not a gimmick it's not an
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accident for sure I don't wear it just
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because of its slimming effects I wear
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it because science told me to
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there's an arm of study called enclosed
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cognition and it is the study of the
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systematic influence that clothes have
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on the wearer and the people around him
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and the scientists have specifically
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studied the lab coat and here's what
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they found
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when I'm wearing a lab coat I'm going to
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score significantly higher on cognitive
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tests
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than if I'm wearing my street clothes
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and this is interesting too because if I
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put on the lab coat and I'm told it's an
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arch mock I won't score as well on those
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cognitive tests but I will rate myself
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higher as a creative person
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that's very interesting so when I put
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the lab coat on I essentially think I'm
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smarter than I really am
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and the scientists have also studied the
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effects of Uniforms on people and
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somebody in a uniform carries more
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weight than people who are listening to
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them will take what they say with more
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importance they'll believe it they'll be
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more willing to act on it
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so when I'm wearing the lab coat not
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only do I think I'm smarter than I am
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but you think I'm smarter than I am this
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is just an example of how we can use
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Behavioral Science to our advantage this
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is a win-win for me what I'm going to do
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for you today and for the rest of this
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master class is I'm going to show you
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how to use science to get this unfair
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Advantage as well how to use science in
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your everyday
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decisions whether you're a marketer a
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business owner a product manager
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experimentation is the name of the game
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and with just a few simple pointers I
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know I can have you there making
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decisions every day instead of guessing
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and
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for those of you that got into marketing
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for the creative side of things who got
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into it because you really wanted to
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communicate and connect with people the
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good news is that data will actually let
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you be more creative it will let you
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take more chances
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this behavioral data is like a safety
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net under what you're doing
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today I'm going to talk about why
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Behavioral Science is changing the shape
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of the way we design marketing campaigns
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one of the most important things I'm
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going to cover today is why this
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behavioral data is fundamentally
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changing our design process why it's
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changing the way that we design
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campaigns and websites and web pages ads
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and emails and even social media content
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I'm going to show you why this is so
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important that more of us in marketing
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and Communications product management
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business management are schooled in the
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ways of science you are aware that
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you're involved in a conversion
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optimization master class and the data
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is at the heart of that that says
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something about you now I could have
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called this uh how to make a million
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dollars designing High converting
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landing pages might have even had more
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students than I've already got but they
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would have been the wrong students
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there is no one in this class that can't
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do science in the service of their
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visitors and their customers no one I've
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just seen it too many times when we've
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been working with a customer for a while
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we send the team a lab coat we say
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they've earned their lab code and we
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have sent hundreds of them now you can
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do this
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so why are things different why is there
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going to be a fundamental shift in the
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way you design your campaigns after you
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take this class
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in 1965 a guy named Gordon Moore wrote a
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paper and in it he postulated that the
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number of transistors we can fit onto a
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microchip would double every year
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now the semiconductor people were really
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happy about this because this would mean
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that the chips would become twice as
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fast and would cost half as much to
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manufacture
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there were naysayers but decades later
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we have Moore's Law still in effect the
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number of transistors that you can fit
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on a chip is doubling about every 18
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months even at geometries that are
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approaching the size of atoms
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so what does this have to do with
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marketing how is this affecting
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Communications
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well Gordon's law has driven some
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technologies that we can now take
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advantage of
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for example
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we have cloud computing we can now for
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just a few pennies
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requisition a server in the cloud we
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don't have to go out and buy boxes and
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Big Racks of space and shove them in and
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cool them and maintain them
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now
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entrepreneurs are now using this cloud
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computing to create amazing testing
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tools which I'm going to be sharing with
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you throughout this master class
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and the sensors like in our laptops the
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quality of the webcam that's in a
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typical laptop is incredible so
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incredible in fact that we can now do
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eye tracking studies for with people
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instead of using expensive infrared
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cameras these are just a few of the
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examples that are enabling us
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to do more
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give us better tools and allow us to
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experiment faster more easily and more
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cheaply than we ever could we're in a
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world of abundant behavioral data now
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back in the old days when behavioral
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data was hard to come by when we had to
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requisition a room and bring in a bunch
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of people and ask them questions study
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them for a day
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we had a higher expensive researchers to
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go out and do market research for us
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data wasn't that abundant and the design
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approach reflected that we would do all
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this research
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use that to inform our decisions as the
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whole team then went out and created the
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copy and the designs the positioning and
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how we're going to talk about our
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products how we're going to design our
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campaigns media everything was driven
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from this initial bunch of expensive
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research in other words a lot of people
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had to make assumptions based on that
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large body of initial research
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that's when it's hard to come by that's
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when it's expensive we don't have to do
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that anymore
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unfortunately we've hung on to that same
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design process even though data isn't
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scarce anymore
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whenever we're going to do a website
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redesign or whenever we're going to do a
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new campaign we tend to start off doing
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a whole bunch of research at the
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beginning
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and then making a lot of decisions based
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on that research throughout the design
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process
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this can have unhappy consequences let
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me give you an example
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in 2014 a British retailer called
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markson Spencer launched a new website
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they'd spent two years on it and 150
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million British pounds it's about 180
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million US dollars
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that's a lot of cheddar
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in 2013 I checked their financials and
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13 of the revenue of this 10 billion
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British pound company
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was done through the website
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that makes it about a 1.5 billion dollar
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online business so the 180 million
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dollars might have been Justified when
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they launched
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the ux community said huh I think that
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this might work everything looks pretty
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good to us
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the customers had a different opinion
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after the launch of the site there was
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an eight percent drop in sales they were
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losing 10 million dollars a month and
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that doesn't count the loss of brand
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value in the marketplace the
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disappointed people that came to that
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site
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so what happened here
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I wasn't there I don't know specifically
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but I can speculate that the agency went
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through the traditional old style design
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process in which they did a whole lot of
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research on the front end
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and then made a whole lot of assumptions
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tens of thousands of some assumptions
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about what should be on the side how it
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should be presented what it should say
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what the brand positioning should be all
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done without testing and so they were
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surprised when this incredible
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investment rolled out the door and
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started reducing sales
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this isn't an isolated occurrence either
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although disclosure of these sorts of
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things is pretty rare in 2012 Finish
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Line launched a new website right before
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the holiday shopping season here's what
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it looked like on November the 12th
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and here's what it looked like on
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November the 19th quite a change
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completely different look and feel very
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stylized not a lot of copy only really
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relying on pictures to carry the mail
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emphasis on content marketing
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um
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very very fancy you would think that
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this would be a big win for them
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well it didn't work out so well because
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they had lost three million dollars
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within the first few weeks of launching
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this website it wasn't good for the
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executives involved either
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and they were smart enough at least to
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have saved an old copy of the site on a
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server somewhere so that when it became
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too painful they could simply relaunch
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the old site and it went back to the way
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it was
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but again the culprit was an agency with
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a great idea collected some data made
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some assumptions but you can get that an
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agency very excited about their new
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design could Foster a little
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confirmation bias in other words they
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see in the data the things they want to
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see because they're so excited about
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their cool new shoe pictures
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this is the old design process
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launch and see
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we do a bunch of research at the
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beginning we make a whole lot of
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assumptions throughout the development
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process and it's only at the end
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when we launch the thing after we spent
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the whole budget that we can really get
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some good behavioral data it's called
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launching
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in a world where data is abundant like
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we live in now the design process
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changes
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sure we want to start off with that kind
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of research on the beginning we want to
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develop those personas we want to do the
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marketing studies we want to do the
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questionnaires we want to have a good
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idea of the direction that we want to go
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with this
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but instead of doing it all at once and
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that being the last we do we get to test
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our way experiment our way into the
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right solution so we start off with our
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research and then we discuss how we're
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going to position it and from there we
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do a study of the different kinds of
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copy
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they could drive that point home
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then we have the final copy we can do an
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image study choose several images that
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we believe
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communicates on a page for the brand in
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general and study find out which of
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those images is going to have the
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greatest impact wireframes this is
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usually where design agencies start hey
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we're redesigning the website oh we'll
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give you some wireframes before
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positioning and before copying
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wireframes come in later now we start
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talking about how we're going to present
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the information the copy and the images
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that we've developed on each of these
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pages
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so that we can deliver the best result
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designers should be like draftsman they
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should be guiding the visitors eyes to
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the important parts of the page we can
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persuade with copy we can persuade with
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images we cannot persuade with design
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all we can do is make the copy and
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images more persuasive or less
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persuasive
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so wireframes then we study the layout
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we can do some eye tracking studies to
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make sure that visitors eyes are getting
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the important information on each of
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those pages then we do mock-ups now that
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we have mock-ups we can start compiling
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data from panels and seeing which is
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going to really move the needle the most
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if there's a significant difference
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between two mock-ups we want to go with
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the winner right
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bring that all together do the final
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draft launch the campaign launch the
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website and then we can start collecting
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that delicious behavioral data that is
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based on our visitors to our website
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this is the new design metaphor this is
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the new way
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um
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and I hesitate to call it the new way
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because we're using old techniques
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techniques that Direct Mail marketers
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have been using for decades but we're
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using it in a way that reinforces our
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entire design process and doesn't make
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us reliant on a few copywriters
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designers creative directors and ux
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people what we're going to do and what
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I'm going to show you how to do in this
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master class
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is expand the sample size of their
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decision makers involved in your design
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process and and we're going to do it
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while saving money and saving time can
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you imagine that I hope you can
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here's an example of a company that took
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this design process to Heart they wanted
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to Rebrand wasp barcode Sales inventory
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and asset tracking software to other
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businesses their primary call to action
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was get a demo talk to one of our sales
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people because when that happened they
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sold a lot more software
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they wanted the brand though to be
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refreshed they didn't like the kind of
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the old stodgy brand and felt that they
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could really look more modern and and
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support sales in the efforts that they
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were making
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over the time we worked with them
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they designed a brand that was vibrant
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and new and fresh
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to give you an idea of how we did this
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here are the steps that we've been
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through in redesigning several of the
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important pages on their site
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we started off
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by designing a landing page for some of
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their paid search ads we wanted to learn
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from that traffic without affecting the
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rest of the site and what we learned
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from that we brought over to the first
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product on their site
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a few Tri trial and errors there and we
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moved on to their demo Landing form and
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we were able to test that to a
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significant increases so we took what we
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learned there and brought it over to the
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other product pages by that time we were
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confident enough to really change the
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home page and it gained an entirely new
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look and feel we took another swing and
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a bolder design and on each of the pages
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found those combinations that worked now
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not all of them did we were able to walk
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away from those that didn't but this is
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the power of the design process that
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we're talking about data driven design
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for some reason I don't like that data
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driven design it isn't data driven it's
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creative driven
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supported by data the other beauty of a
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campaign that is pretty complex like
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this
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is that you get to start winning early
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on for a website design process you
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spend months working on the site and
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then you launch all your assumptions at
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once
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when you do an evolutionary design like
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this when you use new design metaphors
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you get to start winning as you're going
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so in the case of Los Barco we increased
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their leads by 250 percent
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within three months of starting the
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redesign not even being done
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so as we learned we improved and you can
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expect the same thing to happen to you
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at the heart of all this is ideas and we
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tend to discard our ideas when we don't
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think we're going to be able to convince
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somebody that holds the purse strings
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that they're good ideas
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when we look back at the campaigns that
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really moved us the things maybe they
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got us into communication and marketing
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and maybe even into entrepreneurship
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those were daring unexpected and well
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who would have known if they would have
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worked
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they solved a lot of day because they
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were the boss's idea or there was the
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force of sheer will of some person's
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personality that pushed them through the
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organization for every one of those
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amazing campaigns there are thousands of
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campaigns that failed
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intuition can only get us so far
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I'm going to encourage you to start
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collecting all of the ideas that you
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have and all of the ideas that your
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organization has and all of the ideas
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that you're going to be generating as
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you go through this master class
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I'm going to even give you the
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spreadsheet visit this URL
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grab the spreadsheet keep it around on
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your computer anywhere you need so that
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when those ideas come
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you can write them down just enter them
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into the hypothesis column on the
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spreadsheet when the boss comes in and
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says I think we need a website refresh
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you can say I will make sure that we
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write that down because
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when you start drilling down and turning
00:18:01
these ideas into hypotheses that you can
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collect data on you realize that there's
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a whole lot more under that you have to
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start asking questions like really what
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makes you think that this is where data
00:18:13
starts to create a little bit of a fence
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now when I say a fence you might think
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oh well there's something that's going
00:18:20
to block creativity there's something
00:18:21
that's designed to keep things out
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there's something that's designed to
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keep things the same
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but if I tell you a story of a group of
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children playing in a field a wide open
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field
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and one of them says hey guys
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I heard that there was a Golden Globe in
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the field somewhere and if we find it
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we'll be rich
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what are the children going to do
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well they're going to travel around in a
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little Clump close together
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if they come back the next summer into
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the same field but it's been fenced in
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let's say that the Rancher fenced it in
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the guy says we should look for the
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Golden Globe again
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they're going to expand out all of them
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to the edges of the fence because that
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creates a space in which they can feel
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safe expanding into and this is what
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data is going to do for you and your
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team it's going to allow them to expand
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but not into dangerous territory the
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data gives us really good guidance as to
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how creative we can be and will free us
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up so collect all of your ideas put them
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into the spreadsheet we're going to talk
00:19:30
about those ideas on our call this week
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and start to understand how we put these
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into categories and buckets
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that we can use to prioritize them
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let's talk about the kind of hypotheses
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that we'll see in a typical digital
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campaign the first bucket is messaging
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and value proposition this is anything
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that has to do with the words and images
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that we use to convey a message now by
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images I mean everything from stock
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photos
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to video to animations anything that's
00:20:06
going to convey a value proposition on a
00:20:09
landing page on a website in an ad
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all of these things need the support of
00:20:15
a strong value proposition
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on a website your value proposition is
00:20:20
combined with the offer yeah 10 off
00:20:22
shoes but it's also composed of your
00:20:25
return policy or shipping policy your
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guarantees and anything that makes you
00:20:31
special are you the low-cost leader are
00:20:34
you the high quality leader do you have
00:20:35
the largest selection
00:20:37
these are all part of your value
00:20:39
proposition and any hypothesis that
00:20:41
addressed the words and the images the
00:20:43
ways that you communicate your value
00:20:46
proposition or the value proposition of
00:20:49
a product or the value proposition of an
00:20:52
offer on a landing page fall into this
00:20:55
bucket messaging and value proposition
00:21:00
the next bucket is layout and ux as I
00:21:03
hinted at earlier this is the way that
00:21:06
we present information on a page in an
00:21:09
ad on a landing page on a website in an
00:21:12
email is the it's the layout it's the US
00:21:16
it's how the user can interface with the
00:21:19
information and it can span everything
00:21:21
from how a simple blog page is laid out
00:21:24
to convey the information in an article
00:21:27
all the way through to the checkout
00:21:30
process or the sign up process for your
00:21:33
product or your online service
00:21:36
so very important that the right
00:21:38
information being the right place on the
00:21:40
page and that the designer has used
00:21:42
their knowledge of positioning and
00:21:44
juxtaposition and
00:21:47
um font and color and white space and
00:21:50
negative space and all of those
00:21:52
designery things that we respect them
00:21:54
for in the service of communicating your
00:21:57
value proposition credibility and
00:22:00
Authority how good a job are you at
00:22:04
conveying that you are a credible
00:22:05
company that this is a credible product
00:22:08
and that you are an authority in your
00:22:11
Niche anytime we talk about how long
00:22:13
we've been in business anytime we talk
00:22:15
about how many customers we've served we
00:22:18
are building credibility and Authority
00:22:20
this is where proof becomes very
00:22:23
important
00:22:24
so even the design is important for
00:22:27
communicating credibility and Authority
00:22:29
we tend to give this bucket a little bit
00:22:32
too much weight
00:22:34
because most of the money we spend on
00:22:36
the website goes into the design the
00:22:38
design can only get it so far
00:22:41
social proof what social proof do you
00:22:44
have what evidence do you have that
00:22:46
other people have used your products and
00:22:47
been very very happy with them on an
00:22:50
e-commerce site typical social proof is
00:22:52
ratings and reviews on other sites
00:22:55
testimonials have you won any awards are
00:22:58
you a member of associations
00:23:00
these are all the things that can convey
00:23:02
in your campaigns that other people have
00:23:05
used you and loved you
00:23:08
finally security and risk reversal
00:23:10
hypotheses in this category speak to how
00:23:14
secure I feel how confident I feel and
00:23:17
it's everything from ensuring that if I
00:23:19
give you my credit card it's not going
00:23:20
to get hacked to if I make a bad
00:23:23
decision do I have any recourse and
00:23:25
what's it going to cost me so when
00:23:28
you've started putting ideas into your
00:23:30
spreadsheet you're going to want to put
00:23:31
them into one of these five buckets and
00:23:33
there's a column in the spreadsheet
00:23:35
already there configured for you to drop
00:23:37
this information beside each of those
00:23:40
ideas we'll call them hypotheses later
00:23:43
after we've done a little work on them
00:23:45
so is this hypotheses related to
00:23:47
messaging and value proposition is it
00:23:49
related to the ux and the layout is it
00:23:52
related to Authority and credibility is
00:23:54
it related to social proof or is it
00:23:57
related to security and risk reversal
00:24:00
this will start to give you a clue
00:24:02
number one as to what people think the
00:24:05
problem on your website is
00:24:07
and it will also give you a clue as to
00:24:10
where you should start prioritizing
00:24:13
hypotheses
00:24:15
ideas
00:24:16
for your next experiment we'll get there
00:24:20
don't worry about it
00:24:22
homework for today is to start filling
00:24:25
out this sheet and coming with five
00:24:28
hypotheses in each of these categories
00:24:31
if you're stuck just pick five in each
00:24:33
of these areas you may need to wander
00:24:35
around and say hey what are your ideas
00:24:38
for this campaign or what are your ideas
00:24:40
for improving the website
00:24:43
your team's going to love being heard
00:24:44
they're going to love the thought that
00:24:46
their ideas have shown up on a
00:24:48
spreadsheet somewhere and that they
00:24:49
won't be forgotten and you're going to
00:24:52
love that you get to hang on to these
00:24:53
ideas even The Crazy Ones you cannot do
00:24:56
any vetting of these ideas go ahead and
00:24:59
put The Crazy Ones on there we're going
00:25:01
to go through a process that's going to
00:25:03
ensure that the good ideas bubble to the
00:25:05
top and by good I mean those most likely
00:25:08
to generate more Revenue
00:25:10
and that those that aren't boiled to the
00:25:13
bottom
00:25:14
are you excited all right we'll see you
00:25:17
on the call this week the schedule is in
00:25:20
your email and be ready to talk about
00:25:23
the ideas that you started collecting
00:25:25
and any insights you have from what
00:25:27
buckets they're falling into
