Hello. This is Devan Rome. Welcome to Part 9 of my 12-part series reviewing the concepts I’ve learned in CXL’s Digital Psychology and Persuasion Program. Here is a link to the course. In this series, I review the principles discussed and taught in the course. I also write about some of my opinions of the course. With that said and out of the way, I will now get on to this week (week 9’s) review of the course. I am now about half way through this 12-part series, and I am certainly learning a lot. I’m typing this from an airport and sending it a bit later because of the business travel I’ve been doing.
I’m now watching Karsten Lund’s video now. One VW video hurt sales and one VW video helped sales. One study showed that just because they liked a campaign doesn’t mean they will buy product. Yeah. Obvious, but cool to see a study to back it.
Now for Peep Laja’s learning and memory course. We start with the psychology of learning. This was on classical and operant conditioning. Other psych 101 stuff that I basically already knew. Now for psychology of memoery. Again, psych 101 (and some 102) stuff I’ve already known. Good review.
Now for my last video in the intro to neuromarketing course. It’s the Schools of Thought video. There are two ends. The behavioral end, and the harder neuroscience end. There is also general and specific. More basic stuff that I knew, but a good review. Just imprtantt to keep in mind that no model or theory explains all behavior. You must be able to think outside the box for the specific situation.
Now to finish up Andre’s applie neuromarketing course. I am now on the you only have 50 ms video. He says it’s important to use credibility based web design. People on your website perceive a lot about your company and your website, even if you never say those things. They just assume. Anticpiation can lead to wrong assumptions. Keep this in mind. Same brain areas active when meeting people seem to be active when you are introduced to people online. If you want to sell, eliminate cognitive load. More cognitive load means more work, which means more friction which may prevent you from making sales. Credibility based web design is about info archetricture, focus (clarity), key visuals, and useful information. You can measure emptional perception with EEGs. You can also use galvanic skin response. Sometimes, a website redesign can be liked more but still sell less product. True. Basically 100% of perception goes through system 1, so one would likely be prudent to focus on that when making websites. Quite liked this video.
Now for the next video. This video is implement core principles in your process. This video is about how to implement your learnings. We’ll talk about why a lot of A/B tests fail. I’m excited to dig into this video. We should remember that people use the same brain when analyzing websites that they do when they’re meeting people. Andre says make sure you corrupt. He’s now talking about agile and waterfall. I see a lot of companies doing this. Some of my clients do this. He is now talking about time boxing. He says every time you do an experiment, do an agile sprint. Being customer centric is the source of making changes that are more likely to win. He gives 3 kpis to measure. Agily, the amount of experiments per year. Number 2 is success rate. Number 3 is cumulated uplift, which is business results. He gives a quadrant model. High effort, high impact, low effort, and low impact are the 4 quadrants. There are some things you should not do, which are high effort tasks with lw impact. You want to focus on high impact tasks. The 2 elements you should focus on are lower erffort and higher impact. You should also be sure to prioritize high impact over low effort, if you’re choosing between the true. We are now learning about Andre’s growth canvas. This is kind of like lean startup stuff. Andre’s method is plan, analyze, prioritize, build, measure and then learn. To quote that german guy from the commercial, super geil. I think this was a Lidl commercial. I’ve never seen a Lidl in the US. I think they have some on the east coast.
Andre is now talking about common mistakes. One common mistake is only using a few cognitive biases, such as Cialdini’s six principles. We are quite aware that there are likely hundreds if not potentially limitless cognitive biases. Designers should know about perception. If they don’t know much about perception, they can’t design for a good perception. You should be sure to make good personas, and we learned methods for making better personas in this course. Analytics people should remember that all of their data is a result of behavor. Lastly, user research is important, but many companies do it wrong. This is because many user’s can’t or don’t say what they think. Implicit association tests can help with this, as it can hepl you get data that is not conscious. This can enable companies to make more bolder decisions, which they should do.
Al this stuff can create more yplift. He gives 5 things to do right now. Focus on your core values and personas. Eliminate everything else. Then, use those personas to challenge and optimize your ideas. Then, create emotionally focused landing pages that resonate with your audience. Then, use princoples of human percpeption to focus attention on the right spot. Loving this so far. Then, stop optimizing your templates and start working on customer behavior. Basically, put the customer first and focus on what emotions, percpeptions, and other psychologically favtors can appeal to them. He then wishes us luck. This might be my favorite course in the series. I like Andre M. He’s a real scientist, and he’s great at business. Now for the next course.
Wow. I’m lmost done with the course now. Now for the building habits and loyalty course. Well, I am at one thousand words now. I think that’s good for now. I will see you again next week. Thanks.
