The EAST framework combines behavioural economics with other sciences and psychology to truly understand and influence behaviour change
Behavioural economics is nothing new in marketing, having been a fundamental industry discipline for the past few decades, but there's a new kid in town and it's behavioural economics, supercharged.
Behavioural Insights (BI) has long been a tool for Government departments to improve the design and implementation of public policy, with its umbrella spanning research into behavioural economics, sciences and psychology.
Its aim is to understand and influence behaviour change among citizens by:
Simplifying processes
Removing unnecessary steps
Making services more user-friendly
We think it translates perfectly into marketing too when improving and enhancing customer experience.
Nudge and learn – a winning approach
Much like in conversion rate optimisation (CRO), services are streamlined by testing subtle changes to the design, content, timings, and navigation of websites, letters, emails, forms and other methods of communication with citizens.
Something as simple as changing…
Chart of the day: Most user research is conducted to understand customers and their needs
Understanding customers needs and testing prototypes or wireframes are the primary reasons for customer research, according to a survey of over 2000 professionals by UserTesting.com
Interestingly, over half (53%) conduct user testing, or use user testing results to inform senior management or stakeholders. It's great to see research is being used to show management and stakeholders evidence for a particular cause and to influence change, based on customer needs.
The power of user research is profound
The study also found that UX research is influencing better quality products and services, as well as that the voice of the customer is considered hugely important.
User research is also having a positive effect on marketing campaigns too. It's great to see marketing teams are bought…
Chart of the day: Most user experience (UX) research is conducted during the design and prototyping phase
76% do UX research during the design and prototyping phase, whilst 72% do user research before design and development.
Just over half (52%) also do user research after launching. It isn't recommended to only do testing after launch, though doing user testing at all is better than not doing it at all. It just makes it harder to make changes after launch. It's certainly best to get the feedback early, to make changes early. It might take more time to test before launch and at various stages, but it certainly saves time in the long run. Those surveyed certainly seem to think the same as the vast majority test before launch. Some of those testing after launch will also be testing at other stages before launch…
Graphic design is one of the most important components of any successful marketing campaign
The right design does everything from establishing credibility with the audience to strengthening brand messaging, and using the right combination of design elements - like color, typography, and layout - can mean the difference between a marketing campaign converting like crazy or completely falling flat.
While there are some evergreen design rules that you’ll always want to follow, for the most part, graphic design is a constantly evolving medium. What worked yesterday might not work today, and if you want to drive maximum results with your marketing campaigns, you need to stay on top of the trends and keep your finger on the pulse of what’s happening in the world of graphic design.
Which brings us to the question: which graphic design trends should you follow in 2018 to knock your marketing campaigns out of the park?
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Which of these design elements are you using to enhance your web experience and conversion?
If you're launching a new site or refreshing an existing site it's important to ensure your site looks contemporary and appealing. Since website design styles and technologies change so rapidly, can quickly appear dated.
A site that meets your business goals, communicates your key messages and provides a great experience is most important as explained in the Smart Insights guide to improving results from your website. But to design a successful web site, it is also essential to know what trends are emerging and what elements are important to consider. Surely, different web pages are created for different purposes, so they will not, probably, have much in common. However, there will be certain generally used elements that can be added to a webpage to make it more successful.
Here is a checklist of features to consider.
1.Sizeable and…
The best Christmas Website designs and landing pages of 2017
Christmas time is upon us and if you’re a retailer, then I’m willing to bet that you have put up some Christmas decorations somewhere. If you have a brick-and-mortar shop, then you might have a tree up with some presents underneath. After all, you’re in the Christmas spirit and you want your shoppers to be in a jolly mood while browsing around your shop. Your website should be no different! Getting your browsers into the Christmas spirit is essential, after all, the more festive they are the happier they are, and the happier they are the more likely they are to purchase your products.
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There are lots of strategies out there for you to use this Christmas to motivate…
Chart of the Day: How does your site compare to these benchmarks?
Website performance, as perceived by the download speed for pages by users, has become more important with the increased adoption of smartphones which typically have lower bandwidth connections than desktops. This research from Google on the impact of page load time shows why speed matters!
Recent research by Google has shown that the recommended average user perception of acceptable download time to page load is two seconds, while for the average European website it is around eight seconds.
Google and others have much guidance on how to improve site download speed, yet achieving fast download speeds has become more challenging with the widespread adoption of responsive website design (RWD), which adds to the page weight of HTML and Javascript…
Apply behavioral psychology to your web design to boost your conversion rate
Getting people to choose something over another has more to do with psychology than anything else. When the principles of psychology have been understood, they may be integrated in UX and website design. If they are integrated well, they end up becoming a determinant of whether the website is a success on the market.
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The principles of psychology employed in general marketing are the same ones employed in UX and web design. The following are some of the psychological principles that work in marketing. Use of research in social psychology is important. It explains the reasons why consumers sometimes do the opposite of what is expected of them.
Users Prefer Substance Over Beauty
It’s…
A quick guide to achieving your website's full potential
"Is my website working to its full potential?” This question can be tough to answer because it depends on what you consider the ‘full potential’ to be and how your website is aligned to your company’s strategy.
Research by the University of Stanford shows that 75% of users judge the credibility of a company based on the professional look and design of their website. So how do you know your website needs a redesign?
There are some tell-tale signs that make you understand if it’s time to refresh your website. Here are our 4 signs that tell you your website needs a redesign.
1) Your company grows and the website is not aligned with your strategy
Depending on the industry and company, sales, finance, customer support, product development and digital marketing form all part of the strategy. For most companies digital marketing has the potential to become…
Mobile user experience is becoming a key priority for brands as they look to engage with their audiences in this multi-channel, multi-device environment.
This ‘mobile first’ index is on the way and, combined with the increase in consumers using voice search, getting the key user experience components for your mobile strategy has never been more important. Not only could poor mobile user experience cost your brand customers on mobile, it could potentially cost you visibility on desktop when the mobile-first algorithm arrives.
We’ve taken a look at the current trends that are most crucial to mobile search, and what you should be considering in your overall mobile strategy.
Here are six key tactics to consider as you look to ensure that you’re providing the best possible mobile user experience:
App Store Optimisation (ASO)
Progressive Web Apps (PWAs)
Smarter User Input
Conversational Keywords
Responsive Design
Accelerated Mobile Pages (AMP)
App Store Optimisation (ASO)
Mobile applications represent a…
