Reading Virtual Minds Volume I: Science and History, 4th edition

NextStage: Predictive Intelligence, Persuasion Engineering, Interactive Analytics and Behavioral Metrics It’s with great pleasure and a little pride that we announce Reading Virtual Minds Volume I: Science and History, 4th EDITION.

Reading Virtual Minds V1: Science and History, 4th edThat “4th EDITION” part is important. We know lots of people are waiting for Reading Virtual Minds Volume II: Experience and Expectation and it’s next in the queue.

But until then…

Reading Virtual Minds Volume I: Science and History, 4th EDITION is about 100 pages longer than the previous editions and about 10$US cheaper. Why? Because Reading Virtual Minds Volume II: Experience and Expectation is next in the queue.

Some Notes About This Book

I’m actually writing Reading Virtual Minds Volume II: Experience and Expectation right now. In the process of doing that, we realized we needed to add an index to this book. We also wanted to make a full color ebook version available to NextStage Members (it’s a download on the Member welcome page. And if you’re not already a member, what are you waiting for?)

In the process of making a full color version, we realized we’d misplaced some of the original slides and, of course, the charting software had changed since we originally published this volume (same information, different charting system). Also Susan and Jennifer “The Editress” Day wanted the images standardized as much as possible.

We included an Appendix B – Proofs (starting on page 187) for the curious and updated Appendix C – Further Readings (starting on page 236). We migrated a blog used for reference purposes so there may be more or less reference sources and modified some sections with more recent information.

So this edition has a few more pages and a few different pages. It may have an extra quote or two floating around.

You also need to know that Reading Virtual Minds Volume I: Science and History is a “Let’s explore the possibilities” book, not a “How to do it” book. As such, it deals with how NextStage did it (not to mention things that happened along the way). It does not explain how you can do it. This book’s purpose is to open a new territory to you and give you some basic tools for exploration.

There are no magic bullets, quick fixes, simple demonstrations, et cetera, that will turn you into jedis, gurus, kings, queens, samurai, rock stars, mavens, heroes, thought leaders, so on and so forth.

How to Do It starts with Volume II: Experience and Expectation and continues through future volumes in this series. We’ve included a Volume II: Experience and Expectation preview with a How to Do It example on page 302 so you can take a peek if that’s your interest.

That noted, I’m quite sure that you won’t get the full benefit of future volumes without reading this one because unless you’ve read this one you won’t understand the territory you’re exploring in those future volumes.

Reading Virtual Minds V1: Science and History, 4th edThat’s Reading Virtual Minds Volume I: Science and History, 4th EDITION. It’s so good and so good for you! Buy a copy or two today!


Posted in Analytics, Consumer Psychology, Marketing, NextStageology, Predictive, Research, Social, Tools, {C,B/e,M}sTagged , , , , , , , , , , , ,

A Twittering (and Related Social Platforms) Update Part 4 – Twitter v LinkedIn v Facebook v FourSquare v Pinterest v … (If you invest here, do you need to invest there?)

NextStage: Predictive Intelligence, Persuasion Engineering, Interactive Analytics and Behavioral MetricsThis is the fourth post in a six part blog-arc about some recent research NextStage has done regarding Twitter and several other social platforms. Some of these posts appear on my BizMediaScience blog due to tone. This post is a little more researchy and we figured it should go here. We’re also wanting to spread the love a bit.

These posts will cover

  1. Followers
  2. Watches
  3. “You don’t follow anybody”
  4. Twitter v LinkedIn v Facebook v FourSquare v Pinterest v …
  5. Private v Public Personae
  6. “You rarely point to someone else’s writing”

This post deals with the reason for this blog-arc, the marketing functionality of different social networks and NextStage’s research. We first discussed these concepts during our SNCR NewComm Forum 2008 presentation, Whispering to Be Heard: The Art and Science of Buzz Marketing so you can appreciate that we’ve been looking at this for a while.

Twitter v LinkedIn v Facebook v FourSquare v Pinterest v …

NextStage is completing a study on the sociality transfer between social platforms. Specifically, we’re investigating community detection by groups and individuals, how they determine which platforms serve them best, hence marketers can determine which social platforms will serve a given audience and message best. The end goal is an equation that determines cross-pollination between social platforms, as in “If you invest here, do you need to invest there?”

I presented The Social Conversion Differences Between Facebook, LinkedIn and Twitter at the Providence eMarketing Con on 13 Nov 2011 and explained that the greatest marketing cross pollination efforts at that time would be a Twitter-LinkedIn effort.

More so than any other effort. Twitter to LinkedIn and back.

The reason is due to Twitter and LinkedIn users having {C,B/e,M}s1 that are much closer to each other than the {C,B/e,M}s of any other combination, therefore a Twitter-LinkedIn campaign allowed for lower marketing costs (same material would engage both audiences) and allowed for multiple touchpoints in this single cross-audience (multiple touchpoints generate more activity than single touchpoints in a given audience).

NextStage Compatibility GaugeMore recent research was done quite differently from the above and dealt with sociality (the ability to recognize node-specific communities and a blend of community detection and recognition). If you recently received an invitation from a NextStageologist to join them on a social platform, you were part of the research. Chances are you were invited to join one of us on some social platform because you’ve generated an extensive “paper” trail — you blog, you publish whitepapers, you have more than one profile somewhere, you comment on other people’s blogs, you have an online resume, … and that paper trail could be analyzed by our Evolution Technology (most often NextStage’s Compatibility Gauge) to determine if you would or would not link, befriend, pin, tumble, so on and so forth, and what platforms you’d accept/allow contact on.

See how painless research can be?

Truth be told, some NextStageologists received a warning message from Facebook: we were attempting to befriend people we didn’t know and, evidently, enough Facebookers complained that several of our accounts got flagged. We could either quit Facebook, take back all our Friend Requests, take back all Friend Requests made to people with whom we had few friends in common, … Evidently research isn’t painless for everyone. The fact that there are people on Facebook who follow some of us on Twitter but won’t befriend us is worth a post in itself, don’t you think?

But in any case, the results are fascinating.

And if the results are all you’re interested in, click here.

Theory to Practice

One of the things we theorized, tested and put into some of our tools (NextStage ClientProspector and NextStage SocialInterferometer which are currently only available to Members (we’re hoping to make the SocialInterferometer public soon), NextStage LoveFinder which is publicly available and NextStage JobProspector (still in development) is that {C,B/e,M}s can fit together like puzzle pieces, sometimes like hands in gloves and sometimes they’ll grind against each other like gears shearing teeth as they clash.

This puzzling-glove-clash determines how messages will be communicated by smaller networks through larger networks — how groups can thrive within groups. Kind of like being part of a organization while having a group of closer friends within that organization. Everyone takes part in the organization’s activities and the closer group will engage in its own activities beyond those provided by the organization.

We’re interested (and you should be interested, too) in how messages within the smaller, closer groups get propagated through the larger groups. Let me give you an example.

Figure 1 - A network of 1Let’s say I have something I want to share. Immediately, I can only share it with myself. This is demonstrated by that one, little, solipsistic dot in the middle of the image on the right. I may have a great idea, an incredible product, a wonderful service, a great story, a good vibe, whatever. Immediately it’s just me who knows about it.

Oh, what to do?

Figure 2 - A small network of friendsWell, the first thing to do is tell a few friends.

But remember your own experiences sharing great news with others? Do you tell the first stranger you meet? Do you go looking for a stranger, someone you don’t know from Adam?2

Chances are you don’t go the Adam route. Chances are the first people you share your news with are close associates, people in your tribal network. People in your tribal network may be physically right next to you, a few feet away, a few doors down, in the next city, state or country.

What makes them participants in your tribal network is that you and they have lots of similar if not shared experiences and that you tend to respond similarly if not near-identically to anything that comes along. In other words, they’re in your tribal network because their {C,B/e,M} is either identical to or real close to yours. Because of this, you trust them to rejoice with you when you share your good news or give you solace when your news isn’t so good. This circle of friends is known as a psycho-social distance3 of 1 in social mechanics and the tribalness is called homophily.

Figure 3 - The network is growing!So you get feedback from them and it’s positive. So positive, in fact, that they want to tell some their friends and you risk sharing your joy with people just a little outside your normal social network. Now we’re dealing with people at a psycho-social distance of 2 from you and 1 from your friends.

Figure 3a - The network is growing circles!And some of those people at psycho-social distance 1 from you? The folks with similar and not identical experiences? They’re the people who’ll transmit the message to people who don’t quite know you at all (think of reTwittering a tweet). These people are more interested in the message than you, they are captured by the meme more than your personality. These people show up in the image as different colored dots.

Figure 4 - My gosh! Look at all those people you more or less know!Okay, now those people who don’t quite know you are spreading the message through their networks. These folks are psycho-social distance 3 from you. Notice that there’s more than three colors in the image? That’s because each time the message leaps a psycho-social boundary it does so by transforming a little (they don’t call it viral for nothing). The message (at this point some people will call it a meme and that’s incorrect. The message and the meme will travel together at this point and the two are different) has probably morphed slightly by going from your {C,B/e,M} through the next person’s {C,B/e,M} then through the next person’s {C,B/e,M} so on and so forth.

Figure 5 - And look what's happening to your great little thought!This is the point where marketing goodness happens. People start interpreting the original message. The source message and the meme it contains separate. The meme continues with none to very minor changes — it is the viral core of the message, that part that gives the message meaning in so many diverse markets and with so many different audiences. It does this by adapting a little bit but in ways that make big differences. Think of a virus that affects some people but not others that changes its viral sheath a bit. Now those previously unaffected are affected. Your good idea is doing the exact same thing only doing it to get inside people’s heads instead of their lungs or gut.

Those little bits and big differences appear because by now that meme has been slightly modified by everybody who hears the message. They’re all adding their little flare to it and it travels much like whispers in the childhood game “operator” (some call it “telephone”). The best known modern demonstration of this is the “spin” politicians’ surrogates put on their don’s gaffs and guffaws: they can’t control the message so at least get the best meme on it so that distortions and deteriorations are minimal and deniable. This is why the best spins are five words or fewer. Memes, the messages’ viral cores, are much like biologic viruses — the smaller they are the less stoppable they are (remember this if you’re in marketing or its close cousin, propaganda).

Figure 6 - And now everybody knows you!And if you’re lucky and you’ve done your work well and you know what you’re doing, your source message hasn’t changed all that much from its original form, has gone viral and you’re message is now making its way through groups and minds that you couldn’t imagine.

And it’s “making the rounds” because people who are now interacting with your message think completely differently than you think, their {C,B/e,M} so foreign to your {C,B/e,M} that you wonder how they learned about your message in the first place.

Now, take a good look at that last image. See that there are different subnetworks within the greater network? And that each subnetwork has its own subnetworks of different colors? That’s how small networks can propagate a given message through larger networks. The pictures from top to bottom are examples of community awareness (figures 1 and 2), detection/sensing (3, 3a and 4) and recognition (5 and 6). Without these steps your message ain’t going nowhere.

NextStage's RichPersonae Wheel of FortuneWhat we hypothesized, tested, put into some of our tools and what is demonstrated by those who linked, befriended, etc., and who didn’t is the puzzling-glove-clash of the {C,B/e,M}s that in NextStageology look like the sundial-like images in Looking for Love? Now You Can Find All the Right Places! (On the Evolution of Tools) (an example is on the right). Go to that post, look at those images and you’ll see what I described above writ in NextStage’s RichPersonae notation (NextStage’s RichPersonae are a systematic way of working with {C,B/e,M}s).

In short, the ability to predict who would connect with whom, on what platforms and in what time period.

Truly fascinating stuff (we thinks)! The ability to know who/where your viral message will get the most “push” and in what directions (kind of like viral vectors), how it will travel and where it will go!

Now you can literally pick your viral marketing targets.

Take-Aways

All in all we targeted platforms based on 2010 CMO’s Guide to The Social Landscape, the 2011 CMO’s Guide to The Social Landscape and the 2012 CMO’s Guide to The Social Landscape. if nothing else, CMO’s presentation methodology has improved. We also included some unmentioned platforms because various NextStageologists use them.

  • Facebook is best for small, local businesses because The Human Touch4 — consumers’ directly interacting with brands — is doable
  • Facebook can be used by large businesses best if they create a destination page that provides local connectivity to local brand agents for local audiences. This is simply a reframe of the above
  • LinkedIn is excellent for B-B sales and promotion (be prepared for LinkedIn to increase its Spam factor exponentially)
  • 4Square, Pinterest and Twitter are best for special offers and give aways
  • Pinterest and Twitter are best for announcements and offers
  • Other platforms investigated haven’t demonstrated any specific uniquenesses yet. They may be amazingly affective for a given business and a given audience and in the whole they didn’t rise to the levels of those platforms mentioned above.

Note that none of the above deals with {C,B/e,M}s? The above is based on the type of personalities that will respond best to those platforms, when those platforms are used to communicate the specific types of information listed.

It’s also possible to specifically target the audiences’ psychologic, behavioral-effective and motivational types that frequent those platforms but an explanation of that is well beyond this post (contact us if you’d like more info).

By the Way

If you’re reading this and would like to link to me or befriend me or whatever, please do so. I always enjoy the company. Of course, Twitter, Facebook, LinkedIn, etc., etc., have all largely become marketing platforms, so there you go. The audiences on all platforms are splintering as demonstrated by the plethora of platforms and into the various rapidly spawning groups that are now crowding each platform (remember those images up above? Notice that they’re similar to the growth of online social platforms? Ever hear of culture-death? All communities fail to thrive when they exhaust their resources).

But those differently purposed groups are basically my xWatches organized by the subnetworks themselves. They are self-organizing which means without a strong, central message/meme they will fail. I provide the xWatch categorizations for my messages so my audience knows how to handle the information I’m given them, which message to which interest and so on, as explained in the SNCR NewComm Forum presentation mentioned above.

Marketers beware.


1: You can learn more about {C,B/e,M}s in the following links:

2: The truth is you will tell people who don’t know you at all if the information you’re sharing either violates or is in conflict with your Core and/or Identity. You’ll share with unknown others to seek validation of the conflicting and/or violating information. You can’t go to people you know with that kind of data, they’d never believe it. The only option left is to have it validated out of your network. This allows you to start creating new networks (if you like the information) or ignore opinions (if you don’t like the information). In either case, you’re giving yourself time to integrate the new information before sharing it with those you trust.

3: You can learn more about psycho-social distance in the following links:

4: You can learn more about The Human Touch and how it applies to social networks in any of the following:

Using NextStage’s OnSite Visitor Analysis Tool – TireKickers To Buyers Breakdown

This post is the first of several (we think) about using NextStage OnSite‘s many reports. The audience for this post and series is NextStage’s business clients and prospects. The goal is to provide some “connecting the dots” between reports and actions. We’re starting this series with the TireKickers to Buyers Breakdown. “TireKickers to Buyers Breakdown” is a descriptive but wordy title and we usually refer to it simply as the TireKickers Report.

Background

NextStage’s tools have been in public use for about three years now and all our tools are based on client requests. The tool that’s grown the most in that time is NextStage OnSite. That growth shows up as OnSite‘s many reports.

Visitor Age Groups for a 30 day intervalThere are currently sixty (60) different reports in the NextStage OnSite Tool. These reports span everything from visitor AgeGroup breakdowns (a 30 day report is shown on the right) to a QuickOptimizer report that provides three and only three suggestions for quickly optimizing a site. For example, QuickOptimizer suggested the following modifications for one of our clients for a recent thirty day period:

  1. Important – A blog, podcasts, a link which starts an audio feed or music from a source which matches the mood of your site.
  2. Desireable – A single image on the upper to middle left of the screen, at most 1/4 screen width and height, clearly showing your product or your service in use or a satisfied user of your product or service
  3. Critical – Having all selling points to your product or service in the center third column of your screen. Anything that does not demonstrate your product’s or service’s features should go to either side

Most clients get 25-30 reports (some they request, some we know they’ll need) and there’s a lot of information in those 25-30. Sometimes we’ll include a custom report or two among those 25-30 for clients who we believe will benefit from them.

NextStage OnSite offers clients a report palette because (we believe) using reports individually is like looking at stars through only one type of telescope — your understanding is based on only one type of light. Different types of telescopes (NextStage OnSite‘s 30 or so reports) trained on the same object provide a fuller understanding of what’s happening to and with that object.
TireKickers to Buyers Breakdown for a one day interval

TireKickers Report Basics

NextStage OnSite‘s TireKickers Report (a one day report is shown on the right. Clicking on some images opens larger images in another window) is named for the proverbial used car shopper who walks around the lot, finds a car they want then kicks the tires to demonstrate that they’re not going to get swindled.

What it reports is described in 2006’s Listening to and Seeing Searches:

What we’ve discovered is that these [report] numbers (which will vary from site to site) remain stable for each site except when something new — such as a product release or updated pages — is placed in the mesh.

  • Knowing what percentage of site visitors are serious buyers versus tirekickers is an important tool in keeping your expectations and sales forecasts in check, and for designing entry pages appropriately.

  • Visitors who are “grazing,” “tirekicking,” “talking themselves out of it” and “planning to make a decision” are still in the search funnel.
  • Visitors who are “planning on how to use it,” “talking it over,” “making a decision” and “buying” are in what most people recognize as a sales funnel.
  • The transition from searcher to buyer occurs at “talking themselves into it.”

TireKickers to Buyers Breakdown for a seven day intervalNotice in the above bullet list “…these [report] numbers (which will vary from site to site) remain stable for each site except when something new — such as a product release or updated pages — is placed in the mesh.”? Compare the 1-day report shown above with the 7-Day TireKickers report on the right. Same site, but this time reporting on the past seven (7) days instead of the last one (1) day. You’ll notice there’s not a lot of variation in pie slice size.

We encourage most clients to run reports for time periods of 30 days or longer unless they’re doing highly targeted or spot campaigns. For example, if you’ve just made an update to your site, introduced a new product or service, made an announcement, et cetera, check for changes over shorter periods of time.

But consider the two figures above. These two figures are similar and not identical. All charts in this post are for the same page. Only the report interval is changed (top to bottom, they are 1 day, 7 days, 14 days, 30 days). What you’re seeing is the normal variation that occurs on sites. Especially when you compare the above one and seven day cycles with the following 14 day cycle and 30 day cycle further down in this post.

TireKickers to Buyers Breakdown for a 14 day intervalOnce you get past the 20% that were buying in the one-day cycle (“Making a Decision” and “Buyers” combined. Ninety-nine percent of people who get into “Making a Decision” become “Buyers” before they leave a site or will conclude their purchase offline) you’ll notice that the seven and 14 day cycles have similar “Making a Decision” and “Buying” numbers — 13-14%. The 13% cumulative “Making a Decision” and “Buying” numbers are repeated in the 30 day cycle.

First Take-Away

These numbers haven’t varied in quite a while. This site is going to max out at about 20% total conversions and probably the online numbers will be closer to 13%.

We now have a baseline. The current version of the site is going to do 13-20% business. That’s where we are. Now it’s time to improve.

TireKickers to Buyers Breakdown for a 30 day interval

Large versus Small Populations

Consumer psychology and buying behavior are fascinating subjects to study. One thing that’s very impressive about them is that large populations are the easiest to influence. Knowing that large populations are the easiest to influence comes from social dynamics. NextStage demonstrated this with an audience participation exercise at a SNCR conference several years back during my TS Eliot, Ezekiel, Beehives and Mighty Mouse – Why “Whispering to Be Heard”? presentation.

What we demonstrated was the relative transmission speeds and dispersion rates of the same message in a large and small population, followed up with examples of how to increase transmission and dispersion. In a nutshell, large populations tend to have fewer broad reaching influencers and quorum sensing behavior rules. The large population behaves as a single body but without a lot of discretionary and (dare I suggest) intelligent behavior. Quorum sensing was pretty much the consumer psychology rule in the old media days (as noted in Why Isn’t Marketing a Science, Part II ).

Small populations tend to have much tighter social bonds and interactions. This is necessary for the smaller population to survive. The large population’s quorum sensing becomes the small population’s smart mob behavior, meaning people talk to each other more, rely on each other more, there are more influencers because the population realizes that the person who’s a great cook may not be the best harvester and so on.

TireKicker Reports show small populations as small pie segments. Instead of a small population being a “neighborhood” or “town”, the small population in these TireKicker Reports are (for example) “Tirekicking” at about 2% and “Planning to Make a Decision” at about 2.5% across all reports. Like neighborhoods and small towns, the visitors making up the “Tirekicking” and “Planning to Make a Decision” segments may not be directly talking to each other but they are talking to people who are talking to each other.

Second Take-Away

You want the Tirekickers value to be as small as possible. Small Tirekickers values indicate that all visitors (save the “Grazing” segment) came to your site with the intention of getting something done. They may have wanted to purchase or do research, but your site was their intended target.

“Tirekickers” indicates people who are killing time. They were looking for something to do and your site was what caught their eye. They may convert and it’ll be a long while before they do so the smaller this number is, the better your site is working at bringing you visitors who are actually in the sales funnel.

“Grazing” indicates people who came to your site by accident. You want that number to decrease, either because fewer people get lost on the web or because your marketing is so good only people who want to be on your site arrive there.

On these charts you’ll notice that the largest population segments are “Talking Themselves (Out of/Into) It” and “Talking It Over With (Themselves/Others)”.

What’s most important (from a consumer and behavioral psychology perspective) about these two populations is they describe people engaged in internal dialogue. Most people engage in internal dialogue and do so most often when they’re making decisions. If you’ve ever spoken to yourself out loud or just in your head, debating whether or not to do something, to buy something, to say something, going over pros and cons back and forth, you were engaged in internal dialogue.

We recognize internal dialogue is taking place because both populations are Talking (dialogue) and to or with Themselves (internal). People who are talking themselves out of/into it are the tougher sell so let’s start with people who are talking it over with themselves or others.

These are people who want to act but lack the confidence to act. They are looking for justification to act (convert) and seeking either themselves or others to provide that justification. Some times they’ll ask their peers, some times their friends, some times their parents. Browsing is still a solitary activity — we don’t often encounter masses of people sitting in the same place, facing the same device, agreeing where to navigate and what to click on — so who will these visitors seek justification from?

Readers of Reading Virtual Minds Volume I: Science and History know that the first “person” to be asked is the site itself and at this point it is time to learn what the page being TireKicked is telling them to do (the page’s form and function1).

The form and function of the page being TireKickedThe layout sans content (form) of the page being TireKicked is shown on the right. We learn from the client that the function of the page is to describe product/offering/service features. What can we do to nudge the roughly 26% of visitors who are “Taking It Over With Themselves/Others” into either “Making a Decision” or “Buying”?

We start by looking at the page’s TargetAudience. NextStage considers material’s TargetAudience as the audience that will best respond to that material. The best responding audience is the audience that shows up most often, stays and acts. This best responding audience may or may not be the audience the content creators had in mind when they published. The gulf between best responding audience and intended audience can be amazingly wide and we often suggest clients use our AgePersuader, GenderPersuader, PersonaScope and related tools to better target their content before publishing.

In this case, NextStage OnSite‘s PageTargetAudience report determined that this TireKicked page is best designed for:

Gender: Male
Age: 35-44yo (±9%)
Education: Post Doc
RichPersona: V9

  • These people are moved by what they see
  • They are drawn to the negative of things
  • These people tend to be process oriented
  • They tend to be confused by “what if this happens?” type of questions

Let’s take the above one element at a time:

  1. Gender: Male – NextStage has demonstrated an extremely high accuracy determining age and gender online. The accuracy we’re comfortable with is about 83% across all our reports (we’ve tested higher), so we can accept that this specific material is indeed oriented towards a male audience
  2. Age: 35-44yo (±9%) – This material is best designed for 35-44 year olds and could serve for 32-48 year olds (the ±9%)
  3. Education: Post Doc – NextStage OnSite makes this determination based on how much cognitive effort and life experience would be required to understand the material
  4. RichPersona: V9 – “V9” is a NextStage RichPersonaTM designation. People familiar with our PersonaScope and Sentiment Analysis Tools have seen these designations many times. Other psych-behavioral classification systems would recognize this as “ENTJ”2

Review and Forward

So far we’ve learned the following:

  • 26% of the audience is seeking justification to convert
  • the material will best influence a mid-30 to mid-40 year old,
  • well educated,
  • males audience

Visitor Gender Analysis for a 30 day intervalHolding just that much information we can look at two other NextStage OnSite reports, AgeGroup and Gender. A 30 day visitor AgeGroups analysis for the TireKicked page is shown at the top of this post. The image on the right is a 30 day visitor Gender analysis for the same TireKicked page.

AgeGroups tells us that better than a third are under 25yo and we see on the right that there’s a fairly even male-female gender mix.

Before going any further and in a very few minutes of time (assuming some training on how to use NextStage OnSite) we’ve discovered that the TireKicked page isn’t designed for its actual audience. Remember, we’re not considering intended audience — who the site owner wants as visitors — we’re looking at who’s actually showing up and wanting to do some shopping.

The site owner informs us that the actual audience is the intended audience. Excellent! The question shifts from “How do we get the intended audience on the page?” to “What can be done so that the audience does more buying?”
Suggestions based on visitors during a previous 30 day interval

Suggestions, Suggestions, Suggestions

NextStage OnSite includes a Suggestions report (a 30 day report is shown on the right) that provides three levels of suggestions (General, Levels 1 and 2). The immediacy of each suggestion is indicated by Desireable, Important and Critical. We encourage clients to start with the General suggestions and work their way up through Level 1 suggestions to Level 2 suggestions. I, as a researcher, find the Suggestions report a deep dish of information.

But I as a business person? That’s an awful lot to swallow.

The difference between research and business person is one of constraint. Researchers love knowing all possible suggestions because they usually have the freedom to select what constraints they’ll work under as part of their experiment’s design. Business and online analysts usually are given a list of constraints based on corporate requirements and policies regarding color palette, logo placement, images, text and so on. As one business client said, “Design is finding solutions within constraints.”

The specific business constraints for this TireKicked page are:

  1. Adjust the copy within the body area of the page
  2. No changes to the design or placement of navigation
  3. Adding “nav-looking” links on the right is acceptable
  4. Creating a number of “orphan pages” where navigation between the pages is via breadcrumbs is acceptable

Knowing constraints ahead of time is excellent as it allows us to know which Suggestions we’re able to work with. For example, one of NextStage OnSite‘s Suggestions for this TireKicked Page is

Desireable – Provide (more) visitor-participatory navigation so that visitors become consciously aware of their navigation decisions.

Not sure what “visitor-participatory navigation” is? Not a problem. NextStage OnSite‘s Suggestions report tells you:

Visitor-Participatory Navigation – Menu style navigation is replaced by a single question in place of the standard menu. The question has several answers (that are themselves based on traditional menu options) and one of the answers is the option to return to a traditional menu system. Further, each loaded page includes BreadCrumbs so visitors have a clear understanding of where they’ve been on a site.

Why Training Is Important

Live training on any NextStage Tool goes beyond “click here, click there, now click that and get your report”. Live NextStage trainings cover human behavior, communication, behavioral psychology, consumer psychology and the like in depth. This is obviously true for our listed trainings and is also true for our tool trainings. Tool trainings focus more on how to use tool recommendations and results to cause the desired human behavior, et cetera, and students still learn a great deal about how humans interact with their environment and each other3.

In this case, a little social and behavioral psychology provide some obvious solutions.
What We're Allowed to Modify on the TireKicked Page

Form to Function

The image on the right is the form of our TireKicked page. The area we’re constrained to is bordered in red. Because the actual audience is young we’re going to make use of how youthful minds (under 25 years old) demonstrate social cognition, mirroring and group identity. Remembering that the client has told us this TireKicked page’s purpose is to demonstrate product/service/offering features (and by the numbers):

  1. Adjust the copy within the body area of the page
    • Any feature-descriptive text must indicate how this product/service/offering will create or continue connectivity between friends, peers and related others. Write anything about TXTing, sharing video, et cetera, content with friends and family and you’ve scored a success.
    • Include images of groups involved in some activity (walking in a downtown setting, biking, but stopped, et cetera) with two or more group members using the product/service/offering
    • Any banner offer image should show two or three peer group members demonstrating enjoyment due to their use of the product/service/offer.
    • If the audience is too young to make independent purchase decisions (they require parental approval), modify the banner image such that a single peer group member is on the left of the banner, the parent is on the right of the banner and make sure the parent is smiling or otherwise demonstrating acceptance and agreement.
      • The audience is fairly evenly mixed male/female so use a female parent image. Use a male parent image if the audience starts to skew and stay male.
    • Use short, decisive sentences to list features, use images to demonstrate features (two of NextStage OnSite‘s suggestions were “Critical – Use language which emphasizes understanding and logic, and demonstrates present capabilities” and “CriticalUse simple, concise language to differentiate items“. Other suggestions were along similar lines)
  2. No changes to the design or placement of navigation – The Suggestions Report offered several modifications, none are applied at this point in time
  3. Adding “nav-looking” links on the right is acceptable
    • Several NextStage OnSite suggestions apply to where “nav-looking” links should take visitors (remembering that this page’s purpose is to demonstrate or list product/service/offering features)
      • Critical – Include a video demonstrating the endgoal of the visitor specific to the current page. Make the video informative, educational and entertaining. Example: a video of someone in the target audience using the product, good or service specific to the page. The video demonstrates some simple and common operations using the product, good or service.
      • Important -Any “self-help” pages should have an image montage of the any steps involved. The image montage is synched to an audio feed explaining each image, its purpose, et cetera. The visitor must be able to control the image/audio progression.
      • Important – Use images which demonstrate your product or service being used 1-2 seasons ahead to do specific tasks.
  4. Creating a number of “orphan pages” where navigation between the pages is via breadcrumbs is acceptable
    • This is one of NextStage OnSite‘s suggestions, as noted above. Combine breadcrumbs with the product demonstration and self-help suggestions above and the redesign work is done.

What We Did Within the Business ConstraintsA rough mockup of some suggestions (for starting point purposes only) is shown on the right.

Summary

Any tool is going to require some training in its use and some tools will require users to incorporate new information, new ways of thinking and problem solving methods.

This post has gone through one of NextStage OnSite‘s thirty reports — TireKickers — and demonstrated how to use it to increase conversions.

The next post in this series will pick up with the other big visitor population chunk, that 22.5% that are Talking Themselves Into/Out of converting.

Third Take-Away

One NextStage client was boasting about the 35%+ gains they received based on various NextStage tool recommendations at a recent conference.


1 – Normally, NextStageologists (our consultants who help clients) look at site pages as a last resort because the moment someone looks at something they form an opinion and that opinion changes the observer and what is observed forever. Our own prejudices, likes, dislikes and personal requirements are the last thing clients need when they ask us to help them redesign their pages.

In the case of NextStageologists, we actively guard against our unknown biases and prejudices affecting our understanding of the reports or what they’re reporting on. We may ask about form and function but rarely content.

2 – V9 is one of NextStage’s RichPersonaeTM designations. NextStage’s RichPersonaeTM do not necessarily map one-to-one to other psych-behavioral systems.

3 – NextStage also offers client specific and customized trainings. Contact us for information.

How Pretty Is Your Picture? (Koinophology)

NextStage is about to publish some research we find fascinating. In a nutshell, non-conscious positive and negative responses to facial and body images was demonstrated across age groups, genders, income and education levels. These responses are culturally bound and definitely affect marketing, especially integrated marketing. The science of how different cultures respond to face and body images is koinophology.

The Selling Face - Koinophology in MarketingAn Overview and actionable results of the first part of the research will be posted some time today in the NextStage Members’ Area. The full paper is available at NSE Consumer Research Paper – The Selling Face: A Study of Face and Body Biases in Marketing Communications, Part 1

Meanwhile…want to have some fun? Below is Appendix C of the paper, examples of koinophologically modified images. Before you ask, yes, NextStage’s Evolution Technology suggested how the images should be modified to produce the desired results. What was particularly gratifying was doing a “spot test” with some neighbors and getting the same results we got with a large world model in our real test.

Very exciting.

So, take a look and share your responses as comments. This could be fun…


Appendix C – Example Images

Which of the two faces below is preferred and for what purpose? Both faces can be used to market to culturally defined audiences, although the face on top (left in the Appendix) will sell one type of product and the face on the bottom (right in the Appendix) another. Further, each face is gender targeted; one will elicit stronger positive female responses, the other stronger positive male responses.

K0
K9

Which hand communicates more positively that life has been full and rich and well lived to Boomers? Which negatively?

K1
K8

Which face is “smiling for the camera” versus “really smiling”? Which face is communicating “I’m doing a job” versus “I’m really happy”?

K3
K2

Which child is having more fun?

K4
K5

Which child would cause mothers to purchase more milk? Fathers?

K6
K7

I’ll list which images are koinophologically modified after we get some responses.