Marketing strategy should use behavioural economics to provide a framework for behavioural change
By - Neal Cole

Can Behavioural Economics Save Marketing?

Marketing is a Discipline! In a recent podcast, Rory Sutherland, of Ogilvy and Mather UK,   said that the second client marketing departments are “reduced to ‘MarComs’ marketing is almost lost”. So why do organisations think marketing is solely about communications and not about behavioural change? Marketing communications is of course a fundamental element of the marketing mix, but marketing is a discipline and

Usability testing helps prevent user frustration from a poor user experience
By - Neal Cole

Why Does Usability Testing Improve Conversions?

Why Should You Do Usability Testing? To create a pain free user experience and optimise conversion it is essential to carry out usability testing research. Sure, you can ask a few people around the office to check out your new site, but it is more important to get  feedback from ‘real users’ who do not work in e-commerce  and are not

By - Neal Cole

Is It Time To Kill-Off The Conversion Funnel?

Does The Conversion Funnel Exist? The conversion or sales funnel is based upon linear models of decision making such as  A.I.D.A (Attention, Interest, Desire, Action). This ignores the reality that people don’t mindlessly go though each step in a mythical conversion funnel until they complete a purchase. People are highly connected and use their social networks extensively to identify different ways they

image of pencil and calculator on paper with columns of numbers
By - Neal Cole

Why Is The Market Research Budget The First To Be Cut?

Is The Market Research Budget Under Pressure? A few years ago I was working for a UK commercial bank and the Marketing department had been called together to meet the new Head of Marketing. As our new colleague was introduced to each area of marketing she acknowledged the value that they offer to the organisation. However, when she was introduced

Usability research offers valuable insights into how to improve a user experience, but does the research always reflect real behaviour?
By - Neal Cole

Does Usability Research Reflect Real Behaviour?

  Does Usability Research Measure Reality? Usability research is recognised as essential for checking whether a site or app is intuitive and easy to navigate to create a great customer experience.  Usability research helps inform our decisions about the choice architecture.  Remote usability research solutions or face-to-face user interviews are often used to identify the main usability problems, but do these

Image of beautiful women used by ecommerce retailer Very.co.uk
By - Neal Cole

Are Images of Beautiful Women a Distraction?

Do Images of Beautiful Women Influence Behaviour? Images of beautiful of women are often used on websites to get attention and sell product. This is probably because sex is one of our strongest and most basic instincts. We sometimes make decisions on the possibility of having sex, having more sex or being more sexually attractive. However, brand guardians sometimes challenge the use of images

By - Neal Cole

Does Low-Contrast Text Kill Conversion Rates?

Why Does Low-Contrast Text Suck? Low-contrast text is a concern because much of the information we glean from a website is in the form of letters, words, sentences and paragraphs carefully crafted to communicate how the site can help visitors complete a task or achieve a goal. This is normally assisted by the use of high contrast fonts and typefaces that make the

By - Neal Cole

12 Must Read Digital Marketing Books

12 Must Read Digital Marketing Books: Here are twelve  brilliant digital marketing books that will give you insights into conversion rate optimisation  and provide help with marketing, design, usability and the psychology of  visitor behaviour. These are excellent books for helping you define your strategy and identify insights to develop hypothesis for website/app and landing page design and optimisation. The first three books

By - Neal Cole

How do Names Influence Behaviour and Outcomes?

How Names Influence Our Behaviour Names and the psychological associations they hold are so deeply rooted in our psyche that we are magnetically drawn towards the concepts they embody. These associations are so strong that they can result in behaviour that is automatic and totally irrational. As a result names can be used for good effect on websites to engage and motivate people

By - Neal Cole

Reward Psychology & How To Motivate Customers To Return

Reward Psychology – Understanding Automatic Behaviour: To encourage visitors to undertake a new behaviour on your  website, such as making a first purchase or playing a game, you might want to offer something to reward that activity. But when should you provide a reward and how do you encourage repetitive behaviour? This post examines reward psychology so that you can create an

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