Create a more exciting, rewarding and engaging user experience

As marketers, we want to influence our customers and clients to follow the path to conversion. But this can be a challenge for all of us – this is where Nathalie Nahai, the web psychologist, can help. She teaches global audiences about the link between behavioral sciences and the digital space, helping you build a better understanding of how to persuade your audience to take the desired path.

We were so impressed with Nathalie that we invited her to speak at this year’s dotmailer Summit where she’ll be bringing together the latest insights from the world of psychology, neuroscience and behavioral economics to explain the underlying dynamics and motivations behind consumer behavior.

In this blog we posed Nathalie a series of questions – read on to find out some secret hacks, interesting facts and a brief insight into what you’ll be taking away from the dotmailer Summit.

Get your ticket today because this is the one event you don’t want to miss.

Can you tell us a little more about yourself and how you found yourself drawn to web psychology – from what we’ve seen you have a really fascinating background, so it’ll be interesting to see who or what inspired you on your journey?

“Thank you, it’s been a rather unpredictable trajectory!”

“Having studied psychology at university, upon leaving I went straight to Central St Martins to explore fine art, something I have always had a passion for. During my time at CSM I’d been recording music on the side, and I thought it would come in handy to know how to develop websites to help promote myself. So, I went to some classes and as I progressed I ended up taking on freelance work.”

“I began thinking about joining a design agency, when a good friend of mine (who was just leaving agency life for something more entrepreneurial) suggested I hold off for a bit and explore some co-working spaces instead. I found a lovely place to work from where the organiser asked me to run some psychology-related workshops, and the penny started to drop. If psychology could shed light on the factors that influence our behaviours in the physical world, surely it could provide some insight into what shapes our decisions online, too.”

“I looked for books and postgraduate courses on the subject, but at the time I couldn’t find any resources that combined research from the fields of psychology, computer science, human-computer-interaction, marketing, ethics, cross-cultural studies, behavioural economics and UX (the latter two subjects having not yet hit the mainstream). Frustrated by the lack of an integrated, multi-disciplinary approach, I decided to write a book that would allow me to draw these threads together into something I would personally find useful to read, and after a couple of years of trawling through countless studies, Webs Of Influence was conceived – and that’s where it all started.”

What do you think the key messages are in what you do? And how to do you think you help to empower people?

“There are a few key messages in what I do… Firstly, we’re not rational agents and our decision-making is open to influence, both on- and off-line. Secondly, to understand and connect with people in a meaningful way, we have to understand their psychological context, which includes universal, cultural and individual differences. Thirdly – and this is the most important – we have an ethical responsibility to use these insights to create mutually beneficial experiences, which means being transparent (not using dark patterns), delivering on what we promise (providing real value), creating a great customer experience (building trust over time), and respecting people’s privacy (not using covert forms of tracking to follow, coerce or manipulate users into taking certain actions).”

Can you give a small indication into what you will be covering at the dotmailer Summit – perhaps the key takeaways people can expect to leave with?

“People can expect to leave with specific, actionable principles that they can use straight away to create a more exciting, rewarding and engaging user experience that customers will want to come back to experience again.”

There has been a lot of talk recently about how our technology is impacting us and what we can do about it – have you got any key thoughts on this subject? And how you see this influencing our lives and our future?

“Yes I have a several thoughts on this! I think that the most important and pressing issue in this debate is having a space (or spaces) in which we can share, discuss and learn about what’s at stake, and what our choices might be for shaping the world in which we want to live.”

“We’re starting to see a greater interest in how technology can be designed and used to influence and manipulate behaviours, questions which, in my opinion, go to the heart of what it means to be human. Personally, I want to live in a society in which the individual is sovereign – we would own our own data by default and be able to choose with whom to share it, and we would be free from surveillance outside of public spaces – whether physically (via cameras and microphones in the home, or through biometric sensors which are fast becoming reality), or virtually (through the content we share and the activities we engage in online).”

What’s your favorite social medium to engage in?

“It used to be Twitter, but it feels as though it’s become so noisy that I now tend to engage more with Instagram, which I use to connect with a smaller, closer community.”

Any tips or hacks on what obvious mistakes sites make that discourage customers from buying?

“Yes – in a bid to stay on top of design trends, brands will often create websites, content and apps that look great but actually deflect attention away from the all-important call to action. A great example here is when brands use auto-playing videos on their websites – the motion will detract attention away from the CTA and will often lower conversion rates as a result. If you have to use video, reduce the amount of background motion that’s involved, so that users have the chance to locate and understand the call to action.”

Have you come across any interesting facts about global user behavior that you could share with us?

“Yes – high load times frustrate users no matter where they’re from! More seriously though, one of the most important factors that will impact the success of a business, is trust. If you can provide customers with something they value in a way that is frictionless and even joyful, not only will they be more likely to return to use your service and recommend you to their peers, they will also be more forgiving when you make mistakes – which in the amplified world of social media, can go a long way to protecting your reputation.”

And lastly has there been anything that has truly inspired you lately?

“Yes, although it’s on a completely different note! I’ve been studying academic drawing at Barcelona Academy of Art, and I’m finding the whole process extraordinary (if you want to check out some of my work you can find it here on Instagram).”

 

Thank you so much Nathalie for sharing some insights into web psychology, as well as some general inspiration. We’re looking forward to welcoming you on stage on the 19th April at the dotmailer Summit 2018.

You can find out more about the dotmailer Summit here, and for more consumer behavior insights, check out our email psychology whitepaper.

The post Create a more exciting, rewarding and engaging user experience appeared first on The Marketing Automation Blog.

Reblogged 5 months ago from blog.dotmailer.com

Email marketing is evolving and knowing your KPIs is more important than ever

KPIs or key performance indicators are becoming ever more integral to the reporting and analysis of email marketing.

There are many reasons why email KPIs are a must, but most importantly:

  • they make it easier for you to align your efforts with wider department/company objectives
  • they help you define success, benchmark against tangible goals and track what works and what doesn’t – so you’ll know what to repeat, and what to never do again!

It’s important to embrace KPIs and view them as a valuable means to drive success rather than pinpoint failure, both individual and company-wide. Metrics help you make sense of all your marketing efforts, putting you in a better position to optimize activities so they contribute highly to overall business growth. 90% of executives surveyed in a recent Return Path report believe that their email marketing strategy is successful in achieving wider business objectives.

A great way to plan your KPIs is to use the SMART planning methodology – this will ensure that metrics are specific, measurable, achievable, realistic and timely. These are all pre-requisites in achieving value from your KPI process.

SMART

Specific – rather than say that you’ll focus on increasing open rates, say by how much i.e. “we aim to increase unique open rates by 5%”

Measurable – make sure you can measure the results of your efforts – luckily with email, just about everything is trackable!

Achievable – set goals which are a stretch and will require hard work, but which aren’t unrealistic. KPIs should be met continuously; falling at the first hurdle will just encourage a deviation from your core objectives

Realistic – think about ways you can turn your goals into reality. If we consider the increase in open rates example, think about how you would go about boosting this metric, via tools such as send time optimization and subject line testing

Timely – give yourself enough time to achieve your KPIs, but not so much time that they lack a sense of urgency and become redundant

Email marketing objectives

When putting KPIs into place, it’s important to understand your core email marketing objectives. The likely ones are:

  • Driving ROI
  • Maximizing conversions (downloads, demo requests, event registrations, purchases etc.)
  • Increasing list growth (i.e. organic: website, in-store)
  • Increasing opens and click throughs
  • Promoting social sharing
  • Reducing bounces
  • Decreasing unsubscribes

Of these objectives, ROI tends to be the most crucial for key stakeholders. However, as they’re all interconnected with revenue growth, it’s advisable to measure them individually so that you can better judge your email performance. According to Return Path, 67% of top executives surveyed in its report believe that conversions are the most useful KPI for measuring email success, followed by ROI and click throughs.

KPIs will be different for every single business. Start with your top-level goals, filter down to objectives and then set granular metrics that benchmark your success. Email is widely considered as the most effective online channel, essential in funnelling sales and driving revenue. Many will therefore have a vested interest, so it’s more important than ever to track and optimize its performance.

The post Email marketing is evolving and knowing your KPIs is more important than ever appeared first on The Marketing Automation Blog.

Reblogged 7 months ago from blog.dotmailer.com

Google updates mobile product knowledge panels to show even more info in one spot

The real estate-heavy panels on mobile encompass multiple product images, more review sources, videos and, of course, Shopping ads.

The post Google updates mobile product knowledge panels to show even more info in one spot appeared first on Search Engine Land.

Please visit Search Engine Land for the full article.

Reblogged 9 months ago from feeds.searchengineland.com

Google updates its mobile Test My Site tool with more competitive analysis

Google’s site speed tool now compares your site to your competitors’ and tells you how many visitors your site is losing because of your load time.

The post Google updates its mobile Test My Site tool with more competitive analysis appeared first on Search Engine Land.

Please visit Search Engine Land for the full article.

Reblogged 1 year ago from feeds.searchengineland.com

Be a mad scientist to be more successful in local SEO

The debate rages on over the authoritative set of local ranking factors, but columnist Greg Gifford believes that local SEOs on both sides of the fence may be missing the point.

The post Be a mad scientist to be more successful in local SEO appeared first on Search Engine Land.

Please visit Search Engine Land for the full article.

Reblogged 1 year ago from feeds.searchengineland.com

Local SEO is about so much more than tools

Tools can help us do our jobs more efficiently, but columnist Greg Gifford reminds us that they aren’t meant to do our jobs for us.

The post Local SEO is about so much more than tools appeared first on Search Engine Land.

Please visit Search Engine Land for the full article.

Reblogged 1 year ago from feeds.searchengineland.com

How to dominate local SEO: more challenging in an evolving local search environment

Columnist Sherry Bonelli explains how recent changes to the local search landscape point to an ever-changing discipline that requires increasingly complex strategies.

The post How to dominate local SEO: more challenging in an evolving local search environment appeared first on Search Engine Land.

Please visit Search Engine Land for the full article.

Reblogged 1 year ago from feeds.searchengineland.com