Thriving Through COVID: The Surprising Science of Emotion Behind Fast Growth

Architecting insights.
Delivering growth.™

@chrisgoward
Chris Goward
CEO, Widerfunnel
March 18, 2020
The Surprising
Science of Emotion
Behind Fast Growth
WEBINAR

© Copyright 2007-2020 Widerfunnel. All rights reserved.
Before we get started...
• You'll receive a recording of this webinar
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• Use the Q&A button to send your questions
to the presenters. We'll answer them at the
end of the presentation.

Chris Goward
● 13+ years in industry
● Author of industry bestseller You Should
Test That!
● Creator of the LIFT®
Model, PIE
Framework®
, PACET®
, and Inﬁnity
Experimentation Process®
● Global keynote speaker at 300+ events
Behavioral Science and Experimentation
Thought-Leader

We are an Applied Behavioral Science company.
We provide the expertise, knowledge, tools, and
processes to create an insight-driven
experimentation practice the leads to customer
insights and growth.

We believe evidence-based decisions
get the best results.
Our experimentation practice produces more conﬁdent decisions that drive
innovation and growth.

Expertise honed through a history of
partnering with leading brands
2007 2009 2011 2013 2015 2017 2019

COVID-19

This is not a recession... yet.
It's a crisis.
The recession will come next.

Changing a person's
shopping habits is
hard.

How should you respond to the crisis?
Create a customer-obsessed business practice to meet
the changing needs and expectations of your market.

© Copyright 2007-2019 Widerfunnel. All rights reserved. Source : The New Science of Customer Emotions, Harvard Business Review
Baseline
+13%
+52%
-18%
Not
Emotionally
Connected
Highly
Satisfied
Perceive
Brand
Differentiation
Fully
Emotionally
Connected
Emotional resonance of shopping experiences
increases lifetime value for highly satisfied customers

Behavioral Insights come from asking
"Why?"

Scarcity Eﬀect:
People place higher
value on scarce objects,
and lower value on those
that are abundant.

Herd mentality:
An extreme of Social
Proof, when individuals
are aﬀected by a herd, they
may make diﬀerent decisions
than they would have individually.

Social Proof:
Bandwagon Eﬀect.
People tend to trust in
something because other
people have ﬁrst.
There is perceived safety in
numbers.

Micro-survey
Control Variation A
Variation B Variation C
Many variations tested
Social Proof focusGeneric qualiﬁcation criteria

+ 14.0%
No Change + 40.4%
Micro-survey
Control Variation A
Variation B Variation C
Social Proof: Bandwagon Eﬀect
Social Proof focusGeneric qualiﬁcation criteria

Behavioral Science is much more than a list
of cognitive biases.
It requires a mix of methodologies to truly
understand your customers.

The goal of Behavioral Science:
To ﬁnd insights about your customers’
emotional needs that lead to resonance
and action.

“Why would Starbucks and McDonalds
have the same campaign?
Aren’t their customers diﬀerent?”

System 1
Thinking Fast
System 2
Thinking Slow

"Visual Appeal &
Emotional Relevance
can be assessed within
50 milliseconds."
Lindgaard et al., U. of Ottawa (2006)

EyesEarsSkin
Implicit Process
(Bits/Sec)
Total
10 000 000
100 000
1 000 000
>11 000 000
All 5
Senses

EyesEarsSkin
Implicit Process
(Bits/Sec)
Total
10 000 000
100 000
1 000 000
>11 000 000
All 5
Senses
Explicit Process
(Bits/Sec)
40
30
5
40-50

90of decisions are made
unconsciously, driven by the
brain's limbic system.
Over
Gerald Zaltman (2003)
%

Study of coﬀee drinkers

Emotional
Context
Emotional
Needs
Emotional
State

© Copyright 2007-2019 Widerfunnel.. All rights reserved.
® Limbic is a registered trademark of Gruppe Nymphenburg Consult AG, used by Widerfunnel under exclusive North American license.
Ink shoppers’ emotional needs
Trust
Value

Ink shoppers’ emotional needs + context
Trust
Value
Disciplined

Emotional Associations:
Creative, easy, artistic, crafty
HP Instant Ink associations
The right ink, right on time, for less. Save up to 50% on ink. The most affordable way to print. Based on monthly subscription cost using only all pages in plan vs. cost per page of most color inkjet cartridge printers < $399. Share of New Inkjet Unit Shipments (< $399) for
2018Q4 period in the US from IDC 2018Q4 Final Release. Standard cartridge CPP from gap intelligence 3/23/19. Never run out of ink. Based on plan usage, Internet connection to eligible HP printer, valid credit/debit card, email address, and delivery service in your
geographic area. Change or cancel at anytime. Change or cancel your plan at any time online except that you can’t downgrade from a paid plan to the free plan since it is an introductory offer only. If you decide to cancel your HP Instant Ink plan you can go back to
using HP original Standard or XL cartridges. Plan upgrades are effective immediately and the charges will be applied retrospectively or in the next billing cycle, depending on user choice. Plan downgrades and cancellations are effective after the last day of the current
billing period. For full details go to instantink.hpconnected.com/terms.

Mis-aligned customer experience
Emotional
zone
Trust
Value
Discipline

Emotional Associations:
Value, Quality, Trust, Easy
Save up to 50% on ink. The most aﬀordable way to print. Based on monthly subscription cost using only all pages in plan vs. cost per page of most color inkjet cartridge printers < $399. Share of New Inkjet Unit Shipments (< $399) for 2018Q4 period in the US
from IDC 2018Q4 Final Release. Standard cartridge CPP from gap intelligence 3/23/19.
The new A/B-tested winning page Implicit code: Trust
Explicit message: Value
Implicit code: Easy
Implicit code: Easy
The right ink, right on time, for less. Save up to 50% on ink. The most affordable way to print. Based on monthly subscription cost using only all pages in plan vs. cost per page of most color inkjet cartridge printers < $399. Share of New Inkjet Unit Shipments (< $399) for
2018Q4 period in the US from IDC 2018Q4 Final Release. Standard cartridge CPP from gap intelligence 3/23/19. Never run out of ink. Based on plan usage, Internet connection to eligible HP printer, valid credit/debit card, email address, and delivery service in your
geographic area. Change or cancel at anytime. Change or cancel your plan at any time online except that you can’t downgrade from a paid plan to the free plan since it is an introductory offer only. If you decide to cancel your HP Instant Ink plan you can go back to
using HP original Standard or XL cartridges. Plan upgrades are effective immediately and the charges will be applied retrospectively or in the next billing cycle, depending on user choice. Plan downgrades and cancellations are effective after the last day of the current
billing period. For full details go to instantink.hpconnected.com/terms.

Inhibiting and Promoting pressures model
Two primary forces in human behavior
• “Friction” forces get in the way of a behavior.
• “Fuel” forces make a behavior more appealing.
Unless there are changes in friction or fuel, people
tend to stick to the status quo.
Fuel
(Promoting
Pressures)
Friction
(Inhibiting
Pressures)

The LIFT Model®
for customer centricity
®

Value Proposition Equation
Fuel
Friction
Perceived Benefits
● Explicit (Tangible) Benefits
● Implicit (Intangible) Benefits
Perceived Costs
● Explicit (Tangible) Costs
● Implicit (Intangible) Costs

Relevance:
Headline does not mention “donation”
Clarity:
Eye ﬂow is disjointed with mis-aligned content
Clarity:
Start of form is pushed down the page
Value Proposition:
Lowest donation amount pre-selected
Clarity:
2-column form
Clarity:
Credit card number and billing information are
separated
Anxiety:
Many ﬁelds shown at once
Value Proposition:
No testimonials for credibility
Clarity:
No hover state on the CTA

Long copy intro
Variation A

Form focused
Variation B

Momentum
Variation C

Which one won?
A
B
C

Donation
Revenue Lift
Overall winner
+ 12.4%

X
During Typhoon Haiyan Crisis
Donation
Decrease!- 15.7%

For ‘Search Campaign’ Segment
Donation
Revenue Lift+ 10.6%

For ‘Search Campaign’ Segment During the Crisis
Donation
Revenue Lift+ 42.1%

Seasonality:
External events that
change the emotional
context and motivation.

Seasonality aﬀects the conversion equation
®

What are *your* customers
needs and expectations today?

A mix of methodologies is needed
to truly understand.

Behavioral
Attitudinal
Quantitative Qualitative
MotivationLab®
Usability lab
A/B testing
Email survey
NPS feedback
Clickstream
analytics
User session
recording
User interview

Triangulating insights
Behavioral
Attitudinal
MotivationLab®
Usability lab
A/B testing
Email survey
NPS feedback
Clickstream
analytics
User session
recording
User interview

Optimized triangulation insights
Behavioral
Attitudinal
MotivationLab®
Usability lab
A/B testing
Email survey
NPS feedback
Clickstream
analytics
User session
recording
User interview

1. Don't panic. Breath. Strategize.
2. Question your customer insights and assumptions in this new context.
3. Use qualitative studies to understand your customers' emotional needs.
4. Experiment more strategically. Ask powerful questions in your tests.
5. Use Behavioral Science frameworks to inform your marketing.
What you can do today

What you've helped us achieve is fantastic!
You get through barriers and ﬁnding solutions.
It's not easy to do this.
The pace at which we're able to do complicated
tests is amazing.
Sovrin Tolia
Group Product Manager
HP

The way they build a case around a test and analyze
the results is invaluable.
We realized quickly that we couldn’t aﬀord to walk
away from Widerfunnel.
Tsega Dinka
Vice President of Digital Product

I know I can count on Widerfunnel to not only
deliver on experiments, but to also help us build
out the overarching program the right way
from the beginning.
Michele Pendergast
Head of Demand Generation

Attendees today can
get the Free Guide:
Building Emotionally
Resonant Customer
Experiences
Send an email now to:
iwant@widerfunnel.com
The Complete Guide to
Building Emotionally
Resonant Customer
Experiences

Architecting insights.
Delivering growth.™
Questions?

Thriving Through COVID: The Surprising Science of Emotion Behind Fast Growth

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