25. When should you tell employees about a new
benefit offering?
10:30am Saturday 5:00pm Saturday 10:30am Sunday 5:00pm Sunday
11:00am Thursday 10:30am Thursday 10:30am Friday 8:00am Friday
26. Lesson: Align with times when your
employees are paying attention
10:30am Saturday 5:00pm Saturday 10:30am Sunday 5:00pm Sunday
11:00am Thursday 10:30am Thursday 10:30am Friday 8:00am Friday
6.4% clicked 7.2% clicked4.7% clicked 5.7% clicked
4.1% clicked 5% clicked4.5% clicked 5.9% clicked
40. Timing
“...If you sign up by 7PM today,
you are eligible to win a free
iPad mini!”
“...If you are one of the first 100
people to sign up, you are
eligible to win a free iPad mini!”
41. Lesson: Incentives can work
(for one-time actions)
“...If you sign up by 7PM today,
you are eligible to win a free
iPad mini!”
“...If you are one of the first 100
people to sign up, you are
eligible to win a free iPad mini!”
7.5% clicked
9.6% clicked 13.1% clicked
42. Obstacle: Try This:
Cue Move in front of the employee’s eye (Hijack habits)
Highlight the single next step that’s needed (Encapsulate CTAs)
Try again (Reminders)
Reaction Show that it’s normal (Social proof)
Make it personal
Invest in beautiful design
Evaluation Highlight the most relevant benefits
If it’s free for the employee, say that loud and clear
Make it a competition
Show them what they’ll lose (Loss aversion)
Ability Make it easier (Power of Small Frictions)
Decrease the number of options (Choice Overload)
Elicit Clear Actionable Plans (Implementation Intentions)
Timing Focus on the Present, Not the Future (Temporal Myopia)
Use Incentives & Scarcity
Use Focal Dates and Deadlines
Experience Break with the Past
Move On
Avoid the problem
Techniques:
43. Today’s Journey
1 Introductions
2 Employees struggle to take action
3 Communications can help (a lot)
4 We should learn iteratively
5 Summary
44. Err… sorry, not quite so simple.
10:30am Monday 10:30am Tuesday 8pm Tuesday
3.7% clicked 7.1% clicked 1.6% clicked
46. Hundreds of RCTs – Big and Small –
On Usage and Impact
“...If you sign up by
7PM today,
you are eligible to
win a free iPad mini!”
“...If you are one of
the first 100 people
to sign up, you are
eligible to win a free
iPad mini!”
48. How To Do It
Gold Standard:
controlled experiments
Harder work for a
silver medal:
statistical models with
controls
49. Experiments in 2 Minutes
1 Everyone gets the benefit program or communication
2 Some get it sooner than others
3 “Roll a die” for each employee – ½ get it now, ½ get it
later
4 Compare how the groups do
50. Today’s Journey
1 Introductions
2 Employees struggle to take action
3 Communications can help (a lot)
4 We should learn iteratively
5 Summary