Performance marketing for Challenger Brands.
We manage 40 million customer experiences each year.
The best way to help you achieve your goals is to help your customers achieve theirs.
YOU
CUSTOMER
"Customer experience will be more important than price by 2020"
Keep it simple. Focus on the customer.
Locate.
How do you make it easier to find you when they're looking?
Inspire.
How do you inspire people to want your product / service?
Focus.
How do you help the customer focus on the outcome they need?
Engage.
How do you engage customers to become loyal advocates?
Decision-making
Memory design
Customer behaviour
Title Text
Your brain is made of two systems.
System one is fast, intuitive and effortless.
Do you prefer dogs or cats?
Which one is Kiki and which one is Bouba?
Title Text
A.
B.
Bouba
Kiki
Across cultures people choose this...
Kiki > Teeth > Sharp
What is 8,992 x 19.86?
Welcome to system two.
Wherever possible, we prefer to use system one
How does this effect how we judge price?
It depends on the level of uncertainty.
How much should a next-generation watch cost?
$17,000?
Seems steep but now $349 looks reasonable.
This heuristic (mental short cut) is called anchoring.
But, the big number doesn't need to be a price.
+38%
VS. Baseline
Numbers with more syllables feel bigger.
Fifty Six Pounds
£55.99
Fifty Five Pounds Ninety Nine
1
2
3
4
5
6
7
1
2
3
4
£56
VS.
Even increasing the price can increase sales.
+14%
VS. Baseline
Project Process
- We review key decision points (e.g. a product page)
- Review against 30 different psychological factors
- Design five alternative ways to present the decision
- We test with focus groups and A/B testing
- The results show us the winner
| Core | Focused | 360 | Advanced |
| Single Product | Multi-Product | Whole Journey | Whole Journey |
| Challenger Model Design | Challenger Model Design | Analytics Review | Emotion Analysis |
| A/B Testing | Focus Groups | Customer Interviews | Eye Tracking |
| Reporting | A/B Testing | Video Capture | Analytics Review |
| Reporting | Challenger Model Design | Video Capture | |
| A/B Testing | Customer Interview | ||
| Reporting | Challenger Model Design | ||
| A/B Testing | |||
| Reporting | |||
| £3-7k | £8-15k | £16-30k / PRP | £45-55k / PRP |
| 10% | 12% | 18% | 30% |
Conversion Optimisation Business Model
Decision-making
Memory design
Customer behaviour
Decision-making
Memory design
Customer behaviour
"80% of the companies believe they provide superior services, only 8% of the customers agree."
Seven Things You Need to Know About Marketing in The 21st Century. World Business, Bain & Company, 2006. Sample 362 Firms.
How do people form memories about their experience?
Peak-end theory
What was the standout moment?
It was the 45 minutes I spent on hold.
Book
Arrive
Eat
Leave
How can I design more powerful memories?
- Where is the expectation line?
- What do I want our peak to be?
- How strong is our ending?
( + ) x x = £
Increase volume Reduce cost
Increase reach Reduce cost
Increase conversion
Reduce CPA
Increase CLV
Increase referral
Thank you
Driver #36 / luke@cabstudios.co.uk
Performance Marketing: Conversion
By Luke Battye
