Behavioral Engineering at The Next Web Conference April 2014 - Shira Abel
36
BEHAVIORAL ENGINEERING WHY DO PEOPLE DO WHAT THEY DO? HOW CAN YOUR COMPANY USE THAT TO MAKE A BETTER PRODUCT?
-
Upload
hunter-bard -
Category
Engineering
-
view
108 -
download
0
description
Why do your customers do what they do? How to motivate them to go where you need them to go?
Transcript of Behavioral Engineering at The Next Web Conference April 2014 - Shira Abel
BEHAVIORAL ENGINEERING!WHY DO PEOPLE DO WHAT THEY DO?!
HOW CAN YOUR COMPANY USE THAT TO MAKE A BETTER PRODUCT?!
@shiraabel!
WE ARE!
Marko Jovanovich!Engineering !
Shira Abel!Marketing /
Strategy!
Ivana Buric!Design!
+ An amazing team of developers, designers, UX, UI, copywriters, & content writers!
@shiraabel!
WE DID!
• CEO, Hunter & Bard!– Marketing strategy & implementation!– UX, UI, Design, & Branding!– Full development!
• Teach Marketing for Startups at StartHub (Tel Aviv/ Jaffa Academic College)!
• Mentor at: Google, Microsoft, Founder Institute, & more!
• MBA, Kellogg School of Management!
Shira Abel @shiraabel!
Follow me!!
BEFORE AFTER
DOUBLED VIEWS & REVENUE!
We Help Companies
The Center of it All!
GREAT!PRODUCT!
Earned Media / PR!
Relationship!Marketing!
SEO / Ads /!Affiliate!
@shiraabel!
“Simplicity changes behavior.”!- BJ Fogg!
@shiraabel!
T-shirt (Reputation) Economy!@shiraabel!
T-Shirt Economy!• Reputation based!
– Incentives are about doing something for the love of it NOT financial reward!
– Easier to get someone to do something for free than for less money (e.g. lawyers would rather do pro bono than get paid less per hour for the same work)!
– Changes the way we perceive the work we do!– When we already have our basic needs met, we’re more likely to
do something for our own joy!• This is where evangelists are!
@shiraabel!
Financial Economy!@shiraabel!
Financial Economy !!• People judge if something is “worth” their time!• Become less enthusiastic if the work is not paid according to
expectations!• Make sure incentives are aligned with goals!• Proven to be a bad way to build incentives to get people to work
harder!– Studies have shown that for cognitive work, a larger reward results in
worse results !– Loss aversion, however, brings better results!
• This affects affiliates the most!
@shiraabel!
Priming!@shiraabel!
Framing!@shiraabel!
Loss Aversion !@shiraabel!
Inclusion – e.g. Easter Egg!@shiraabel!
ONCE PEOPLE START TO COME – HOW DO YOU GET THEM TO COME BACK? AND SHARE?!
@shiraabel!
Action Triggers!@shiraabel!
What gets your customer moving?
Nir Eyal – If you don’t know him – you should. @shiraabel!
UserOnboard.com – Web !
UXArchive.com – Mobile!
Engineering the Right Social Proof!!@shiraabel!
Each feeling gets a
different result!
Engineering the Right Social Proof!!Ask for
reviews in update notes!
@shiraabel!
Engineering the Path to OK!@shiraabel!
The user must do a set of actions, before
permission is requested.!
Engineering the Path to OK!@shiraabel!
User-triggered requests showed the highest
conversion rates!
Engineering Viral!@shiraabel!
How You Say Things Matters!‘Researchers found that placing the following statement at the end of an ad… caused their trust scores to jump as much as 33 percent!’!
“You can trust us to do the job for you.”!
!
Emotional Triggers – Examples !1. Fear – Insurance!2. Guilt – Mother’s Day!3. Trust – Financial
institutions!4. Value – Matching prices!5. Belonging – Part of our
community!6. Competition – Doing better
than the Jones’s!
7. Instant Gratification – I want it now!
8. Leadership – Early adopter & evangelist !
9. Trendsetting – What are the leaders doing? !
10. Time – Save time!
Cognitive Resources!• Behavior depends on time of day – we’re more likely to have no
patience at the end of the day, when we’re hungry or tired!• Place – if we’re being interrupted every 30 seconds, our cognitive
resources will be spent – decision making goes down!• How much we’ve had to concentrate – again, using up cognitive
resources!– We can’t decipher truth from fiction when we’re cognitively spent!– Our mood can change simply by putting a pencil between our teeth and
forcing ourselves to smile !Point being – When is your customer using your product? What’s their cognitive level? !
Engineering Good Feelings!@shiraabel!
Dopamine rush!
Engineering Good Feelings!@shiraabel!
Dopamine rush!
Know Your Market!@shiraabel!
Watch the Funnel!Acquisition – !
Learns About Product!Conversion – !
Signs Up!Retention – !
Uses Product!
WOM (Sharing)!
Buys!
@shiraabel!
Hat tip:
Connect!!• @shiraabel • hFp://www.linkedin.com/in/shiraabel • hFp://www.facebook.com/shiraabel • hFps://plus.google.com/u/0/+ShiraAbel/posts
References & Reads!!• https://medium.com/on-startups/96fa4eb54f2c!• http://www.behaviormodel.org!• http://dancounsell.com/articles/prompting-for-app-reviews!• http://agevik.se/post/72876032312/20-lessons-about-making-viral-apps-i-learned-the-hard!• http://contentmarketinginstitute.com/2011/09/web-content-conversions/!• http://www.slideshare.net/startuplessonslearned/eric-ries-the-lean-startup-google-tech-talk!• http://www.slideshare.net/gzicherm/nir-eyal-hookedatgsummit!• http://www.businessmodelgeneration.com/canvas!• http://www.briansolis.com/2008/08/socialization-of-your-personal-brand_28/!• http://www.avc.com/a_vc/2004/03/its_a_small_wor.html!• http://www.quora.com/Udemy/How-did-Udemy-get-11-000-courses-online-so-quickly !• http://www.amazon.com/Mountain-Three-Wolf-Short-Sleeve/product-reviews/B002HJ377A!• http://www.amazon.com/BIC-Cristal-1-0mm-Black-MSLP16-Blk/dp/B004F9QBE6 !• http://www.youtube.com/watch?v=7QmCUDHpNzE !• http://www.youtube.com/watch?v=ZUG9qYTJMsI !• http://www.macadamia-apps.com/app-launch-7-mistakes-to-learn-from/ !• http://flowingdata.com/2011/09/18/yoda-pie-chart/ !• http://blog.bitly.com/post/9887686919/you-just-shared-a-link-how-long-will-people-pay!• http://www.briansolis.com/2011/09/whats-the-r-o-i-a-framework-for-social-analytics/!• http://www.slideshare.net/setlinger/altimeter-social-analytics081011final!• Breakthrough Marketing Plans!• http://www.seomoz.org/blog/tracking-the-roi-of-social-media!• http://ideas.deloitte.ca/blog/2011/09/social-media-going-beyond-roi/!• http://www.jeffbullas.com/2011/09/20/the-10-key-mistakes-many-bloggers-and-writers-make/!• http://www.jeffbullas.com/2011/03/01/the-10-best-facebook-campaigns/!• http://www.facebook-studio.com/!• http://www.seomoz.org/blog/tracking-the-roi-of-social-media!• http://marketingfortomorrow.com/tag/marketing-tone/ !
@shiraabel!
