Is it possible to increase the effectiveness of an email campaign by 400%, including clickthrough and response rates? Well, yes, if you are willing to engage in a new form of market research, which uses customer brain waves to evaluate their true engagement to your brand or message.
PayPal can vouch for this after they hired a company called NeuroFocus to help formulate a coherent global image for one of the world’s most visible online payment systems.
Picture one of your web customers with a “brain scan hat” wrapped around his skull as he patiently (or impatiently) clicks around your site and starts adding items to the PayPal shopping cart. Sensors measure electrical signals traveling through the brain, offering clues to positive and negative UI experiences.
Sensor hats can even be worn in daily life for testing purposes, although you may look as though you are on your way to a Star Trek convention. Response rates, said PayPal, went up from 4% to 16%.
But, the exact details of this strategy are still being kept under wraps. At least according to Fast Company.
NeuroFocus even offer some insights into the fabled Apple brand, including the Ipad, left behind by Steve Jobs. This is quite ironic, since everyone knows Jobs rejected using focus groups to influence hardware and software design inside Apple.
NeuroFocus said that our brains love curves but detest square or sharp edges. These are regarded as threats, something that dates back to our ancestors who avoided jagged stones, which could be used as weapons.
This, combined with the sleek design contours and weight balancing of the iPad, help stimulate positive signals in our brain.
“The touch screen, too, is a mental magnet and can induce those hormonal secretions,” said Fast Company. The Ipad is hence ‘neuro-friendly’.
This may be one reason that IT managers are falling in love with cloud and mobile dashboards. The slick ability to slide CPU, RAM and hard disk capacity up and down with a just a few keystrokes generates a well-rounded user experience. The underlying complexity of the hardware is hidden, but no less powerful.
In fact, going back to the PayPal example, one of the features that sent customer brain waves into neurological heaven, was SPEED. Users appreciate the ability to quickly complete an e-commerce transaction with minimum fuss.
In tandem, cloud computing generally offers a fast, smooth ’rounded’ experience. Both in terms of delivering web pages during seasonal spikes in activity, and, in terms of quickly provisioning new hardware resources for a company.
A very specific example of accelerated speed in cloud computing is that offered by Content Delivery Networks (CDN). These networks speed up the delivery of content, including video, no matter what the geographical location of the website visitor.
If your asking ‘why now’ with regards the increasing popularity of neuroscience marketing, the answer should be fairly obvious, as put forward by Checkout Magazine:
“With the proliferation of advertising in modern society, in its plethora of forms, there is a consensus among some quarters that consumers are growing increasingly immune to traditional forms of advertising and promotion, decreasing their effectiveness as a consequence.”
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