Defying Gravity: Channeling Newton to Up-Level Your Experiments
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The document discusses the importance of understanding the 'why' behind customer behavior in experimentation and the development of customer theories at varying altitudes for deeper insights. It emphasizes the need to challenge assumptions, learn from failures, and refine strategies based on customer feedback to drive better outcomes in marketing efforts. The author, Brooks Bell, highlights examples and frameworks for capturing these insights to enhance business success.
Defying Gravity: Channeling Newton to Up-Level Your Experiments
- 2. Defying Gravity: Channeling Newton to Up-Level Your Experiments Brooks Bell, CEO of Brooks Bell Inc.
- 6. Yet, we no longer talk about WHY in experimentation
- 7. Why are we afraid of WHY? ➔The famous Which Test Won game ➔Hundreds of unprovable possibilities ➔We really, really don’t like being wrong ➔If it works, who cares why?
- 8. “People shop for Projects, not Products” Lowe’s looked for WHY
- 9. The opportunity is out there for us ➔We need to uncover the lasting insight from our customers ➔Who owns the narrative wins
- 10. It starts with changing our ALTITUDE
- 16. If it’s too high, it may not be useful If it’s too low, it may not be transferable When offering an answer to WHY...
- 17. Altitude is part of the Brooks Bell Insight Framework
- 18. Any idea of WHY it happened = customer theory
- 19. Customer theories are categorized by five altitudes Basecamp UI/Design/Platform Jetstream Personas Satellite Behavioral Econ Principles Summit State of Mind Groundlevel Outcome
- 20. Examples of Summit customer theories “When it comes to mortgages, people quickly get overwhelmed with information” “Leisure travelers trust their peers’ opinions more than the hotel’s marketing” “Toy shoppers already know which toy they want to buy on mobile”
- 21. Altitude in action…. Control Variation 1 +2.3% Numbers have been changed
- 22. Chat on Beauty site Outcome: Expanded Chat increases RPV by 2.3% “Insight”: Expanded Chat “works” Recommendation: Put Chat in more places THE OLD WAY (Simplified) Outcome: Expanded Chat increases RPV by 2.3% THE NEW WAY WHY we think it works: A few customer theories at different altitudes
- 24. Altitude in action… Control Variation 1 +2.3%
- 25. WHY does Chat work? “Loss Aversion”: we are afraid of losing money It is easier to see the box once it is expanded Women are anxious about buying the wrong makeup and so they need to be reassured by an expert to guide them Women are looking to discover new product (rather than refilling old product) and are less familiar with it
- 26. The right altitude makes it transferable Women are anxious about buying the wrong makeup and so they need to be reassured by an expert to guide them Transferable customer theory = insight
- 27. (By the way….)
- 28. With 5+ experiments that support it, an insight becomes a KEY INSIGHT
- 29. Picture of family at a theme park
- 31. The current flow is low friction. Is that helpful for a high consideration purchase? Raises the questions: • Does the price make this a higher consideration purchase? • Do people want a low friction experience or is this overwhelming? • Would creating commitment via higher friction help?
- 32. Whypothesis™: If a 3-step purchase process wins, theme park visitors may be easily easily overwhelmed with buying information due to pricey purchase +20% Lift in Revenue!
- 33. Because it won big, creating customer theories & insights was easy…
- 35. Test #2: The current ticket navigation doesn’t show all the ticket options. Raises the questions: • Would more people buy Annual Passes if it was more prominent? • Is the toggle within the navigation intuitive or unhelpful? • Would contrast and imagery make it more engaging?
- 36. Whypothesis™: If a condensed navigation widget wins, theme park visitors may buy Annual buy Annual Passes if we make it easier for them to discover them 2% Lift in CTR, but 3% Loss in Revenue!
- 37. A losing test is the BEST time to ask WHY! - Unexpected results challenge confirmation bias - Pain naturally drives learning - A losing test can change your understanding of your customer when you face it with humility
- 39. WHY did the condensed navigation lose? New design may have made it harder to find the most popular ticket option, due to contrast, lack of toggle and location The visitor felt overwhelmed by the number of options available, creating anxiety Most visitors may not be interested buying Annual Passes online, even if you make it easy to find Only 3 more supporting experiments for a Key Insight!
- 40. A losing test is the BEST time to ask Why - Unexpected results challenge your confirmation bias - Pain naturally drives learning - It helps you discover something new about your customer (only if you address it head on!)
- 41. Key Insights are the opportunity ➔We need to uncover the lasting insight from our customers ➔Who owns the narrative wins
- 43. Q&A
- 44. Interested in more details on the framework? brooksbell.com/opticon18
- 45. Thank you!