
>“First rule of usability. Don’t listen to users. Pay attention to what users do, not what they say.” Nielsen Norman.

Many companies use self-reporting to understand people’s opinions, motives or experiences. It can be qualitative, such as interviews, or quantitative, such as surveys or questionnaires.

Self-reporting is effective at revealing how people perceive their own thoughts, beliefs and behaviours, making it attractive to marketers seeking to understand how to tap into customers’ reflective emotions. It can reveal people’s subjective perspectives, worldviews and relationships, and allow behaviour to be contextualised, which in turn enables the understanding of their reflective emotions on a subject.

There is no better approach to gleaning your participants’ experiences as they understand them, as it allows the development of branding, messaging and websites which resonate with the customers, addressing their emotional needs and wants, and leading to improved conversion rates. Cost-effective and simple to conduct, all you need are willing customers or prospects to talk to.

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**However, there are caveats.**

Self-reporting can fall victim to cognitive biases. Participants may exaggerate, under-report or straight up lie about their behaviours or experiences to tell you what they believe you want to hear (social desirability bias). They may miscalculate or misjudge their future behaviour in hypothetical situations (projection bias). They also may simply misremember past experiences (recall bias), even if they believe they’re being truthful. The result – your strategy, targeting and messaging are built on false data and an inaccurate representation.

However, all is not lost. Emotional Ignition’s ™ technology and research capabilities allow the removal of cognitive biases by designing questions which are as non-assumptive as possible, producing precise, meaningful research outcomes. So instead of leading with “Would you rather use the old version or this improved version of the website?”, we might instead ask “Which version of the website would you rather use?”

**For example **

We asked 346 people to report on their beliefs, feelings and behaviours around health and natural health supplements. To reduce bias, the questions were asked in different ways about the same belief/behaviour multiple times within the survey. Participants answered using a Likert scale indicating their strength of agreement or disagreement with each statement (e.g. “I happily pay a higher price for improving my health”). Outputs were fed into a Structural Equation Model that mapped and weighted variables (e.g. hedonic motivation) based upon their impact on purchase behaviours within this particular product space.

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Digging deeper, we used another self-reporting method with 20 additional participants: semi-structured interviews. Participants were asked to tell the facilitator about previous purchases of natural health supplements, and their impact. Questions were phrased as neutrally as possible, creating space for the participants to report their organic thoughts and feelings while reducing potential for social desirability bias.

These self-report methodologies were triangulated with website analytic data, Amazon review data, and comprehensive literature review data, ensuring accuracy and integrity.

It was revealed that customers are more likely to purchase products to help improve and positively influence their future health, than to solve a current health issue. We therefore advised our client to shift their messaging, product, and website design focus from curative health to preventative health. This better reflected their customers’ views, driving increases in both sales and loyalty.


>“People don't think how they feel, they don't say what they think, and they don't do what they say.” David Ogilvy

Hence, rather than asking participants what they might do under certain circumstances, encouraging projection bias, we ask them to describe when they have dealt with that particular situation. Since people typically repeat their past behaviour, this offers a better predictor of future behaviour than asking what they think they might do. You may now be thinking, “but surely this could also be impacted by recall bias!” - and you’re right! To reduce the risk of recall bias, we screen for participants who have recently practiced the desired behaviour (e.g. purchasing a certain product) to ensure their memories are reliable.

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Finally, and importantly, at Emotional Ignition™ we never rely on self-reporting alone. We believe strongly in triangulating data with other methodologies to help further remove bias and ensure integrity in our results. Self-report data becomes much stronger when coupled with physiological data and/or observational data, and vice versa.

To find out more about our methodologies and research techniques - talk to one of our team.

[Get in touch](/contact)

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Self reporting techniques, are they damaging your research?

# I won’t tolerate shit content!

Why? Let me explain.

For the first time in history, in 2018 more content was published every day than there were humans to read it. At the start of 2020, only 9% of web pages got any organic traffic according to Ahrefs.

And then Covid-19 happened, the first default for many businesses was to pummel content channels. People started pouring time and attention into content as the only way to maintain traffic and customers noticed. Thanks to the pandemic, 2020 open rates for email campaigns outstripped 2019 numbers for virtually every industry.

What’s the result, noise! Many of us have become cynical, we simply don’t believe the claims ‘this book will change your life’ . We scroll past ‘5 tips to supercharge your business’ and we’re apathetic to the enormous discount offers.

To get beyond the superficial glance, content now has to hit us between the eyes, it needs to inform, stimulate and create an emotional or even physiological response.

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Things are now even more competitive than ever. 15-year-olds are now generating millions more views and followers than brands. In this climate, there is no reliance on blanket approaches, and pushing out content without proper planning is just a waste of time, actively harming your brand by irritating your audience. Forward-thinking brands are adapting to smarter methods of finding out what their audience really needs and wants from them, such as the desire for individualization. As humans we affiliate more closely with people rather than blanker ads, trusting in people rather than brand messages, hence the rise in influencers.

It’s time to start transforming your content.

## 1. Gather metrics with meaning

Stats and metrics without insight are useless. This is the main problem with conventional ways of measuring engagement, like relying only on Google Analytics.

You could see a spike or a dip in conversion and take a guess at what caused it. Maybe that social media post didn’t hit right. Maybe that webform isn’t responsive enough. Maybe it was something else. Without probing more deeply into what your customers are feeling, you have no way to know.

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Today we can produce tests fairly easily, but you need to devise a meaningful testing framework that accurately shows the effect of the different styles, formats, or positions of content on your net results.

Deep customer insight is the only way to truly understand what your customers are feeling as they engage with your content - or why they choose not to. Neuroscience and customer testing are techniques worth investing in to deliver meaningful, actionable insight around your customer's motivations to purchase, emotions to engage, and behavioural responses.

## 2. Focus on video content

HubSpot (2020 Global Survey), found that video is the most popular emerging content strategy, overtaking blog content by a fair mile. Two-thirds of internet traffic now streams video, that's because we are getting lazy! In a world full of short attention spans, 80% of customers would rather watch a video from a brand than read a blog post.

The advantage? Creating a buzz, engaging the emerging behaviour of spontaneous attraction, targeting the customer to engage with impulse and FOMO. With access to acute understandings of how to engage these customer behaviours, likes and dislikes, businesses can improve the effect of what and how they say things. It’s crucial to align your proposition with a style and format that resonates with your audience profile.

And there is no excuse, most of the major content channels actively encourage video use, live or on-demand. Depending on your audience you have a wealth of opportunities at your disposal. Just remember, customer’s are lazy, so stick to shorter videos, which get more views, so for maximum impact try to cut out the fluff and focus on a few core messages only.

## 3. Optimise your site for Google’s latest update

You may have great content, but is it easy to find and navigate through? This isn’t just important for your customers anymore. Since the May 2021 Google algorithm update, your site’s usability is now a factor on whether or not you rank. In other words, it’s now twice as important to invest in UX.

We see it alot, where a business claims their content is simply not working, yet in reality the solution is very simple - wayfinding. Using Information Architecture principles ensures you position your content in the right part of the customers journey, according to their decision making.

And then you are down to optimising the fundamentals, making sure all content is responsive for all screen sizes, fast load times as your customers won't wait and cracking down on what Google is calling ‘intrusive interstitials’ - that is, anything that makes your content hard to read (think pop-ups or large sections above the fold).

## 4. Explore conversational marketing

Forbes has called it ‘the new direct marketing’, but what exactly is conversational marketing? It’s a method that involves personalising the customer’s journey using conversational language, rather than marketing jargon, and putting interaction at the top of the priority list.

Live chat, chatbots, and conversational AI are all examples, but even older tech can be used. Domino’s embraced text messaging and integration across multiple channels for their Domino’s Anyware conversational marketing strategy. Meanwhile, international florist 1-800 Flowers saw massive success with Facebook’s branded chatbot function and integration with Amazon Alexa. These are all methods to once again get through to the impatient and time-poor customer.

With AI getting smarter and customers becoming more switched on and skeptical of traditional marketing methods, conversational marketing is set to be on the rise.

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5. Provide genuine value by tapping into your customer’s emotions
It has never been easier for your customers to ignore you. Interrupt their scroll too many times with the contents of their abandoned shopping cart and they can choose to never see your ads again.

So, what can you do about it?

With the days of a captive audience firmly behind us, now is the time that you have to provide real value in exchange for your audience’s attention.

Value could be: 1. A feeling of security, inspiration, or joy 2. Entertainment 3. Useful and actionable information etc. etc.

No matter what your product is, never stop asking ‘why would someone choose to engage with this?’

Providing real value to your customers and building emotion into the decision journey is absolutely essential. By identifying the emotional triggers accessible to your brand and mapping these triggers across the best channels and touchpoints, you can get the responses you need to create great content.

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So stop pouring time and money into ineffective content
The brands of the past didn’t spend much time considering their audience’s motivations for viewing their content and - crucially - for choosing to engage with it. That’s because it wasn’t a choice in the same way it is today.

In the new reality of ad blockers, unsubscribes, and personalisation, you can’t afford to be left behind. Build your plan:

- Audience: Who am I talking to, what do they want, like, and need?
- Channels: Where will I access the majority of my customer types?
- Substance: What formula is right for my customers; static, video, live
- Brand: Build on an identifiable brand tone, look, and style
- Continuity: Maintain a discipline around the frequency of your content program.

The underlying fact is that people build trust in regularity, but they also build familiarity and depending on your subject it could take a number of views before someone commits to engage.

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Stop tolerating shit content.

Designers have for long used a simple but highly effective tactic to capture their audience’s attention on websites and advertising - showing the faces of real people. This is because humans are especially prone to paying attention to faces. We find the reason for this when comparing a human brain to the brain of a chimpanzee: The two main brain areas most important for vision (the parietal and nonprimary visual cortex) are enlarged by a factor of 2.5 in humans, including significantly bigger face-selective activity in the fusiform gyrus, indicating that identifying and focusing on faces has been crucial in our evolutionary history. Because of this, it is not surprising that neuroscience and psychology studies have shown that nothing captures attention as readily as a human face directly looking into the camera, making eye contact with the viewer. This is why print magazines prominently feature pictures of people doing exactly this - it is a tried and tested technique.

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### **The need for differentiation.**
However, with the rise of stock photography, so many companies have turned to using real human faces that, especially in the last years, we have witnessed a shift towards using illustrations instead. This happened because companies have an ongoing need to differentiate themselves from competitors, and to signal the quality of their brand and products to current and prospective customers. After all, there is no way a leading brand can visually communicate why their products or services are worth a premium price, compared to smaller and cheaper alternative brands, if they all use comparable stock imagery.

###**The rising popularity of illustrations and animations.**
Illustrations and especially animations are more exclusive, as they are costly to create. Consumers now have a keen eye for detail, and can easily tell the difference between a template and an original design, based on their quality and product fit, meaning there is a higher barrier to entry in almost all markets, but especially eComm.  Established brands, have started to create a highly recognisable look, which still leverages the quirks of human psychology to engage audiences, but also creates distinctiveness from their competitors.

### **The new digital aesthetics.**
Meta, formally known as Facebook, has undergone such a transition, and has rebranded not just in name, but also through developing an in-house illustration style known as Algeria (Spanish for “joy”), which now make the company immediately recognisable. In fact, Meta’s use of flat shape-based art combined with abstract characters featuring unusual skin tones, elongated limbs and exaggerated proportions, has become so successful that it has started a trend that has defined digital aesthetics.

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Other big companies like TikTok, Adobe, Google and Apple have also followed suit, featuring somewhat similar illustrations. Again, realistic depictions of humans have been ditched in favour of abstract, bold and highly stylised illustrations, featuring humans with highly variable body proportions, as to direct the attention of the viewer to the part of their body which features the product, which engages focus and increases the likelihood that the user will explore further.  

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### **Will machine learning affect the value of illustrations?**
 
However, the tides might be shifting once more. In recent years, we have seen impressive progress in machine learning applied to image generation. Leveraging architectures originally developed for natural language processing (NLP - the automated ability to evaluate text and generate novel passages), OpenAI have shown off capabilities of their DALL-E 2 model, which has been trained on vast libraries of tagged images, and is able to create both photorealistic images and high-quality illustrations based on text commands. With the ability to create elaborate original illustrations, pictures and even web designs with just a single sentence as input, this democratises access to what was previously a mark of exclusivity.

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**###So what is next for web design?**
 
We can expect that the value of illustrations will decline as image generation models like OpenAIs DALLE2 or the more recent Imagen by Googles’ DeepMind become more readily available. Their capabilities will increase, extending towards animations, and they will be able to keep consistent styles throughout multiple image generations, so you can keep consistent branding across your site or ads. However, what will remain important is an attention to consistent design principles which are the basis for these prompts. These require an understanding of context, human psychology, current market trends and consumer demands - things which are at present beyond the capabilities of image generation systems. 
 
This brings us back to our original question: **how will ML continue to impact design?** The answer is a “it depends”. It depends on your business, market sector and your target audience. New tools, powered by ML, will make it extremely easy to copy existing aesthetics or generate novel output with just a single click. However, this is no substitute for genuine understanding of how to best leverage design to connect with your customers and boost your business success! 

**But don’t just follow the trends…**
While new tools will aid creatives in crafting a new look for your brand, what exactly that new look should be will depend on human insight generated by in-depth research. 
 
Need help in understanding the design look that’s best suited to the needs of your customers and for your business growth, get in touch with us today. 



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How is Machine Learning going to impact web design? 

Universal Analytics has been the most popular digital analytics software for many businesses, providing valuable insights into performance tracking and helping brands to craft and adapt their digital strategies.

Recently, Google has started transitioning to the next generation of its platform, Google Analytics 4 (GA4). From July 1st 2023, all previous versions of GA will no longer be supported and fundamental data tracking will no longer be processed. 

**So it's time to start switching!**

The pressure is on for all marketers, digital managers and data crunchers to upgrade before they start to see a dip in their data and lose sight of how their digital experience is performing.

**So what advantages will GA4 bring to your business?**

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### POWERFUL EVENT TRACKING

One of the biggest advantages of GA4 is the ability to define a greater number of parameters to automatically categorise user interactions. These so-called “events” will now provide us with a greater level of detail on the user's journey and interactions. There are now up to 25 user-defined parameters included in a single event! 

This is powerful, because it allows for the tracking of actions which would not have been possible in GA3, such as scroll tracking, video tracking, file download tracking, or site search tracking, giving you a deeper understanding of the actions and journeys your user is taking online, meaning you can make changes and decisions with confidence. 


### SAY GOODBYE TO COOKIES

The big changes to GDPR, made GA reliant on receiving consent from cookies to track user’s website interactions. GA4 has received a considerable upgrade, and is now able to “fill in the gaps” of user consent, by using machine learning to make best guesses based on interaction data. This means that you can still make some good educated guesses on what your website needs to improve, even when barely any actual traffic is recorded. 

You can think of these as predictive metrics, powered by machine learning, telling you which interactions on your website are most likely to lead to a conversion. Which is huge if you want to improve business growth from your online experience. 

### BIGGER GOALS

In previous versions of GA, what was once referred to as “goals” is now called a “conversion”. Aside from the name change, “conversions” are now also much more flexible. Whereas UA allowed for a maximum of 20, GA4 allows users to set up to 30 distinct conversion goals. 
This includes big so-called macro-conversions like a successful purchase, and all the little micro-conversion steps leading up to it on the digital journey. This means greater granularity in tracking different kinds of conversion targets at the same time, giving you deeper insight into your business performance. 

Going beyond this, GA4 also allows you to stack necessary preconditions for what counts as a successful conversion. For example, While UA allowed you to define a conversion as a specific page view or user interaction, it was not possible to define it based on both requirements simultaneously. GA4 on the other hand allows you to do just that, meaning you can better map the various interactions and pages, to gain a deeper analysis of the missed opportunities for increasing conversions and reducing bounce on your site.  


### A CLEANER LOOK

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The most obvious change is GA4’s clean, simple presentation of data. Whereas GA originally split data into a sometimes overwhelming and confusing subdivision of tabs and subcategories, GA4 presents the most important data in one single overview section, allowing the user to click on each information panel to display a more detailed breakdown. On top of that, the GA4 homepage is now completely customisable, so you can craft it according to your own specific requirements, this will make tracking easier and more digestible for everyone! 


### BETTER USER TRACKING
The original UA made an attempt to show cross-device user tracking, although it was a pain to evaluate and calculate, as it didn’t synchronise with normal tracking properties. It used 3 different parties to understand what was happening across both mobile and desktop devices, which led to duplicated and uncontextualised data. 

You’ll be pleased to hear that with this upgrade, we are promised to see better cross-device and cross-platform interactions. With better connection of data to the user identification, GA4 can now establish a much more definite single user journey. This will be a huge help to UX’ers and web managers to understand the fundamental journeys of different personas across the site and their devices. 

### **So when are you going to make the move?**

With more powerful tracking, an automatic method to “fill in the gaps”, a cleaner and more customisable dashboard and cross-device user tracking, GA4 is full of useful improvements that make switching very much worthwhile.  Not only will it provide a more accurate analysis of your users and their actions online, but it will give you a better understanding of improvements and optimisations needed to your digital experience, to improve your conversions. 

It’s an opportunity not to be missed. With Universal Analytics shortly coming to end of life, it's important, to get comfortable with the new data and ways of tracking, and ensure you are mapping to the most critical metrics for success. 

**Unsure where to start?**
The Pomegranate team would be happy to help make sure you are getting the most out of what GA4 has to offer!



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The pressure is on to upgrade to GA4, are you prepared?

At a time when the need is greater than ever, donations to charities have seen a steep decline, leaving thousands of organisations at risk of closure. As a result of witnessing global tragedy over the past few years, many people feel too overwhelmed or fatigued by any such news or related fundraising effort. As a result, many charities have increased their digital marketing in a bid to mitigate the declining impact of more traditional forms of fundraising. 

Online fundraising is tough. It requires an exceptional audience understanding and skilful crafting of messaging. However, one of the biggest challenges is the lack of a reliable, empirical insight into why the prospective donor has not converted.

Recently, a national youth homelessness charity came to us as they were looking to enhance their digital fundraising. Using our state-of-the-art technology and advanced research techniques, we helped them to understand why people were leaving their site, before donating.

By applying the principles of psychology and behavioural understanding to the charity’s campaign landing pages, we identified six key areas that we believe every charity should focus on to enhance their website conversions.


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### 1. Design an emotional journey

Using our Emotional Ignition™ technology, we were able to gain a deeper understanding of the emotions elicited by the charity’s designs. By using this, we quickly learned that the visuals left visitors feeling despaired rather than hopefully, the intended feeling. The imagery was ‘depressing’, the messaging was ‘begging’ and an overall feeling of passivity from the ‘cold’ and ‘unappealing’ design.


### **How do we solve this?**

By designing an emotional narrative, and finding the right emotions that resonate with their donors, charities would be able to weave powerful and impactful emotional journeys that connect more deeply with donors. 

We demonstrated that users must first feel sadness to begin creating empathy. However, failing to transition from sadness to hope, generated despair and inertia. In order to increase donations, the online journey must foster positivity, and a feeling of empowerment.

Messaging, imagery, and design should also support this positive emotion, with warm colours for a sense of emotional proximity. Headlines should be donor-focused to further build empathy and a belief that they are making a difference.

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### 2. Give donations context

We established that visitors consistently responded better when they knew where their money was going and how individuals would benefit from it. For example, £15 would help house a vulnerable young person for a month, or £1 = 1 tree planted. 

Similarly, clearly stating how funds will be spent, e.g for each £1 donated, 58p is spent on housing homeless young people, is highly persuasive and will also help to grow conversions.


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### 3. Utilise choice psychology
Too much choice can create decision-making paralysis and, at worst, lead to no decision at all. 

Choice psychology tells us that making decisions simply helps overcome this. Preset choices e.g. £5, £10 or £20 with the option of entering an ‘Other Amount’ are consistently effective. Simplicity and frictionless payment processes are critical in reducing decision-making paralysis and encouraging users to donate. 

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### 4. Anchoring Bias increases donation amounts

Providing a scale of choices can help establish expectations. A great example is a wine menu where a middle option is typically perceived as the right balance between cost and quality.

A similar context phenomenon is applied in charitable giving. Donations are typically around £3, but by re-framing the options to £5, £10 and £20, the average is likely to increase. This is a great way to encourage donors to increase the amount they are willing to spend. 


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### 5. Harnessing herd instinct

People are highly swayed by social ‘norms’, taking confidence from others’ decisions, through a process known as Social Proof. Look no further than the engagement diamond! A page on the website, claiming that ‘1256 people have also donated’, will positively influence a potential donor.

Making donations personable, further enhances this strategy by encouraging customers to donate, often eliciting larger donations than originally planned. For example, adding “Heather has just donated £20” creates what Psychologists call a ‘Perceived Social Presence (PSP)’. 

This is defined as the extent to which (in this case) a digital medium ‘allows users to experience others as being psychologically present’. This sense of community on a website can create a perception that it is ‘warm, personal and sociable’. Audio testimonials of young ex-homeless beneficiaries of the charity, creates hope and conviction that their donations will make a difference. 

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### 6. Reflective emotions
 
The debate around ‘selfless good deeds’ is as old as time. However, it is important for charities to recognise and reward a charitable act, for example writing thank-you messages, social sharing, sending photos of the recipients, or allowing donations to be gifted. This not only releases a positive and enjoyable emotion in the user, but also evokes a sense of pride and identity from contributing to a worthy cause that helps to encourage repeat behaviour.  


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These are just six quick fixes to help charities’ digital budgets work harder. The principles apply to most eCommerce sites to encourage better and more consistent outcomes. So how are you optimising your digital experience for increased conversions? 

Want to learn more about how our Emotional Ignition Methodology can help optimising your experience?  Get in touch today! 


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Charity and Emotional Design

When we look at our lives, it can be easy to forget that they are made up of little moments. But when we look back at our memories, at the pivotal points that changed everything, it is these micro moments that define us. As customers, we like to shop around and look online even when we are buying offline. Finding the subtle details of a digital experience can make the greatest difference between us purchasing or not. 

According to research by Google, 91% of people look up information on their smartphones while in the middle of a task and 82% consult their phones while they're standing in a store deciding which product to buy. One in 10 of those end up buying a different product than they had planned.

How often do you start looking at something, only to be distracted and come back later on another device? In short, gone are the days of a linear customer journey. Nowadays, people dip in and out of the process at convenient moments - hence the importance of crafting intentional, memorable and effective micro-moments through behavioural CX design.

There are 4 types of micro-moments we have to consider when analysing the user journey. 

1. **I-want-to-know moments:** When someone is exploring or researching, but is not necessarily in purchase mode
2. **I-want-to-go moments:** When someone is looking for a local business or is considering buying a product at a nearby store.
3. **I-want-to-do moments:** When someone wants help completing a task or trying something new.
4. **I-want-to-buy moments:** When someone is ready to make a purchase and may need help deciding what to buy or how to buy it.

So how do we address these micromoments within the user journey? 

### 1. Use the Peak End Rule

Think back to the last time you watched a movie. What feeling did you come away with? Chances are, when you look back at it, the parts that stick out to you are the peaks, that is the best or worst points of an experience, as well as the end. Psychologists call this the Peak End Rule and have shown that the human brain tends not to remember the whole experience when evaluating an experience, but those particular defining moments.

So if you want to design memorable experiences into your CX journey, then use the peak end rule. You should fill out any negative pits in your journey first, as one negative pit can throw the whole experience off. Then focus on creating peaks through the elevation of one’s sensory experience, and through breaking the script in a way as to create a memorable moment, especially towards the end.


>PWC found that 32% of all customers would stop doing business with a brand they loved after just one bad experience. 

An example of this is Overclockers, a custom PC company who always ship their computer components with a surprise treat. By placing an unexpected (and inexpensive) bag of haribos in their boxes, they not only create a moment of sensory elevation but also break the script in a memorable way, that means that customers will talk about them. A great way to boost sales through word of mouth marketing.

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### 2. Invest in brand awareness micro-moments


>69% of online consumers agree that the quality, timing, or relevance of a company's message influences their perception of a brand. 

That’s why you should design your content marketing strategy to meet your customer's **I-want-to-know moments**, delivering them information that they will find valuable when they are still in an exploratory mode, this helps to keep you front of mind. 

You can also help customers in their **I-want-to-go moments** through store locators by using post codes finders to easily direct them to your local store, or to business vendors selling your products. That’s because, according to Nielsen, 70% of smartphone shoppers use a store locator to arrange their shopping trip.

In a **I-want-to-do moment**, you should make sure that the ability to get help or to find what it is they are looking for, is as frictionless as possible. Consider using natural language processing to optimize search or using data driven product or help recommendations.

Finally, for **I-want-to-buy moments**, use UX audits and user testing to work out if your information hierarchy and navigation is optimized and utilise behavioural UX to create a frictionless flow whilst blocking out all distractions for your customer’s streamlined purchase journey. 

### 3. Don't mix moments

It is very important to be intentional with your CX design and not to mix moments. For example, you wouldn’t want to mix **'I want to know' moments** with **'I want to buy' moments** e.g. forcing customers to sign up for a newsletter in order to complete their purchase, or overselling in your blog posts, newsletters and social. 

By analysing your customer’s journey, you can identify the particular micro-moments your customers will be in and when. This allows you to be much more strategic and intentional about meeting your customer’s needs at the right time, with targeted content or microinteractions that can help someone make a purchase. 

Within behavioural UX, we try to deliver well timed ‘hot-triggers’ in the path of motivated people. For instance, a well timed deal for a first time customer, when they are about to click off your e-commerce store, but have something in the basket, can be the push that is needed to create a loyal customer. You should however, avoid the dangers of using brand awareness tools incorrectly e.g. overuse of PPC, remarketing to customers who have already converted.

### 4. Be consistent but flexible across devices

Whilst its important to keep a consistent brand, look and feel across devices, in some cases, it might be highly beneficial to consider a differentiated experience depending on the device. For example, Fitbit's ecosystem considers the typical tasks users engage in on different devices and puts the features and functions that are used most for desktop and for mobile, front and centre in the versions for their respective devices. 

That is to say, it is vital to consider not just which device the customer is using at a time, but also why your customer is accessing your app or website in that particular way at that particular time. Once you know why, you can then meet their needs, creating happy customers and generate more sales. 

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### 5. Be there when they need you

Customers expect convenience more than ever before and will default to the product which offers them that. In many cases, they will do this even if it's more expensive - such as with the growing number of brands like Getir offering instant grocery delivery at much higher prices than a trip to the store. That’s why it’s important to be there for your customers when they need you most.

For example, Hyundai recognised that customer journeys began online but ended at a dealership. But getting to the dealership was consistently an issue for customers. That's when they started offering test drives not just in their dealerships but also at customers' homes, offices or other spots - resulting in massive success for the company.

So how do you leverage the power of micromoments to increase sales? 

When delivered correctly, and in accordance to specific touchpoints across the user journey, micromoments are a very powerful way to engage brand loyalty and increase conversions. There are so many personalised ways that you can leverage these micromoments in a way that is unique to your brand. 

Unsure how? Get in touch today. 







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5 ways to Leverage Micro-moments for increased sales

You may remember that back In 2020, Google gradually began rolling out an update to their core algorithm, which promised to take into account measures of the quality of web page experiences in its search ranking. 
 
Page Experience metrics included Core Web Vitals, which measure real-world user experience for loading performance, interactivity, and visual stability. Specifically, the three core metrics according to which Google aims to measure quality of user experience on web pages by are:
 
- **Largest Contentful Paint (LCP):** Measures how long it takes for the main content of a page to load. 
- **First Input Delay (FID):** Measures how long it takes for a page to process a users’ first interaction - perhaps a button click - on a website. 
- **Cumulative Layout Shift (CLS):** Measures how much content on a page shifts around while loading. This is perhaps the most involved measure of the three, as it doesn’t track speed, but rather visual stability of the page. 

![image1.png](https://pome-backend.fra1.digitaloceanspaces.com/675d5f549c349ad846b2974b8a5f8b8e.png)

Beyond those, Google also talked about taking into account the sites’ mobile-friendliness, safe-browsing, HTTPS-security, and adherence to intrusive interstitial guidelines, meaning an absence of annoying pop-ups.
 
Did these plans of making page experience an important part of Google search rankings actually pan out? Not so, according to an analysis by Sistrix: When the SEO company tracked Google Search ranking changes of 46,042 sites after the completion of the full Page Experience update, they found that sites not meeting those basic UX requirements did not receive a poorer Google ranking. They even found a “slight positive trend in Google visibility” for sites with bad UX practice.
 
**_So was google lying to us the whole time?_**

![image2.jpg](https://pome-backend.fra1.digitaloceanspaces.com/0a634af7a1307a32e19162ca5573aa42.jpg)
 
While Google Search rankings might more accurately reflect Page Experience as a matter of concern in the future, it's worth reminding ourselves why we want better user experiences in the first place - and that it's not just to increase Google Search rank.
User experience is fundamental to improving business performance, increasing page views by over 40%, decreasing bounce rates by 50% and increasing total sales by 70%. (as shown by a study by Djamasbi and colleagues). So it’s still critical for companies to invest in updating their user experience, even if Google is not ranking on it. 
 
To help kickstart your journey to better user experience, we have gathered some primitive best practice principles for consideration.

1. **Is your hero message powerful?**
The landing page hero needs to make a powerful first impression, setting the tone for your brand. It needs to be inspiring and stir the right emotions and mental associations in order to engage. 

2. **Are you building credibility?**
Trust is hard to establish and easy to lose. If your website is full of typos or broken links leading to 404 pages, credibility is quickly undermined, as this shows your customers that you are not interested in ensuring quality experiences.

3. **Is your audience in control?**
Rather than overwhelming with information, make sure that, at each point of the user journey, users feel motivated to learn more about your products or services, and that they are comfortable with the level of insight you give at each stage. 
 
4. **Can you optimise your navigation?**
Aside from information architecture, there are also navigational elements that need to be optimised in order to not complicate the user journey. Buttons must be clearly visible and easy to press, and just as easy to interact with on desktop as on a mobile device. Navigation must be simple and aided by an easily accessible search function. This way you ensure that even very time-poor users do not feel frustrated. All of this is crucial to optimising conversion rates.
 
So whether you invested in user experience for the sake of your Google ranking or not, it's still  paramount to the success of any website or online service. 
 
[Reach out to the Pomegranate Team](/contact) today to supercharge your digital experience for business success.



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Did Google lie to us? 

Launching a new product or brand is daunting for every company. Being able to understand the market entry, the barriers for growth and how to communicate optimally and all whilst trying to mitigate risk of failure, is no mean feat! Our Ei™  Web Pulse technology provides businesses with a unique depth and accuracy of insight to ensure the challenges are transformed into opportunity. . 

**Web Pulse in Action**

To comprehensively put Web Pulse to the test, we took to investigating Apple’s latest M1 product launch, to see where there were missed opportunities in the market and how Apple could have established a better communication strategy with their target audience. 

Apple recently launched a new chip specifically designed for Mac which delivers “incredible performance, custom technology and revolutionary power”. Although it’s set to be the next breakthrough in technology, the lack of marketing and customer understanding could have severe consequences for the product. 

_Did you know it was launching?_ We certainly didn’t.

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**Web Pulse: The key to understanding audience engagement.**

The Web Pulse is a shortcut to traditional methods of gathering insights on a large-scale. It allows us to quickly assess customer opinion on B2C brands and products for an initial SWOT analysis. It also analyses different aspects of social media, news articles and Google trends to see what audiences are saying about a brand or product.

We use Web Pulse as a precursor to a survey to allow us to develop a detailed understanding of the subject area and target demographic so that we can collate detailed and more accurate research. Our findings subsequently have a bigger impact on results. 

**The News Pulse**
_The News Pulse investigates hundreds of the most recent news articles to establish the general consensus._

We scraped and analysed 100 of the most recent news articles on the M1 product line and used our Natural Language Processing (NLP) tool to calculate the polarity of the sentiments from the articles. It was apparent that consumers were excited for the release of the new product and the speed of the chip. The only negative comments were focused around the lack of compatibility with other products, as software was built for intel chipsets, which are now left behind. 

We then compared these insights with how often each article was shared on Twitter as a proxy for social media engagement. It was interesting to see that the engagement through the shared articles mostly came from brand enthusiasts and tech savvy consumers, which is of course, representative of Apple's customer base and a reflection of their founding identity. The brand enthusiasts have similar traits to Steve Jobs and the tech enthusiasts to that of co-founder Wozniack. 

![4a0dd7ace126417694e6fc571d4b85be.jpeg](https://pome-backend.fra1.digitaloceanspaces.com/949449323d2fb4b4f2541255b8ea01f0.jpeg)

**The Social Pulse**

_The Social Pulse automatically analyses the sentiment of conversations across social platforms._

To investigate the social communications of Apple’s M1 we took to Twitter. Here, the sentiment towards the product was generally positive - a good sign for Apple. Based on the word choice used throughout the messaging, the Social Pulse estimated the gender of the authors to be predominantly male. This is important for Apple to recognise and reflect the same tone and style through their marketing communications.  

The Social Pulse is also able to understand the words and phrases used by the authors. Interestingly the word “M1” was used 6 times more than the word “Apple”, which expresses the importance to the product rather than the brand to customers. People were excited about the new model being able to outperform its current devices, showing that it is not just the brand name alone that can enthuse people.

![badefcd5caed44f0871571fe46c08eaa.jpeg](https://pome-backend.fra1.digitaloceanspaces.com/8dd6d5a4037420de55b5932ebcd8f832.jpeg)

The most important finding was that Apple’s marketing communications were not reaching their “tech-savvy” customers effectively.  Apple is taking a huge gamble by not communicating effectively with this particular persona, as they would be an audience ripe for capture.  

**The Trend Pulse**

_Trend Pulse analyses Google search trends related to particular products on a global scale._

There was a decline in Google searches for M1 prior to the product release on November 17th 2020. This is a huge indicator of how unsuccessful Apple's pre-launch marketing campaign was. Leading up to a new product launch, there usually is a surge in volume of searches and conversations on the topic. However, in fact, Apple saw a decline in searches, therefore missing the opportunity to create a virtual hype and expand awareness of the M1 chip

![26dfc474b2234cd4a2521939eb735734.jpeg](https://pome-backend.fra1.digitaloceanspaces.com/49dccb95d1c16b78b468b9d814b59c7c.jpeg)

The highest volume of searches were in China, which we assume is related to Apple’s huge growth in revenue here during 2019 (almost double that seen in  the US and EU markets).

China recently had a comparably low debt to GDP ratio, meaning that it is set for successful future economic growth, excelling the US and EU nations. For Apple, it means that they will see a continued rise of new consumers from China. They should be targeting this market, or else  they risk losing their customers to the likes of Intel

![3a992a60d4b643f2a8fb09d2bf9f1110.jpeg](https://pome-backend.fra1.digitaloceanspaces.com/ec2b9c1b7c0d5d4fb5c09f9cce8201e4.jpeg)

**Apple’s solution to excelling their marketing communications**

Using our Web Pulse technology pre-launch would have helped Apple to reach the most reliable audiences, saving them marketing budget through a focused approach. Our technology has highlighted: 

* The market through public conversations for Apple’s latest product 

* Apple’s two core audiences, one of which is not targeted through marketing

* New global opportunities for increased growth 

**Understanding conversations**

The News Pulse tool helped us to establish Apple’s positioning in the market. Through the Social Pulse, we were able to understand most common sentiments around the M1 product line. Specifically, our detailed analysis of conversations had shown that people were extremely excited about the significant performance increase of the chipset, albeit some were worried about compatibility issues with existing software.

**Missed marketing opportunities**

It is clear to see that one of Apple’s core target audiences, the “tech-savvy,” are not being targeted through Apple’s marketing communications. This is dangerous for the brand, as it means they could easily lose their customers to competitors. The evidence for this is the conversations around “M1” rather than “Apple”: the new feature excited people even more so than the brand name.   

**Commercial growth**

The Google searches leading up to the release of M1 were dramatically declining pre-launch. This shows that Apple’s communications were not resonating with their audiences at all. It was interesting to find that the small number of searches that were happening were concentrated in China. Apple has an opportunity to increase their growth through China’s ever growing economy if they target their marketing correctly.  

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Our methodology is helping brands to deconstruct conversations and deep dive into the emotional valence and sentiment around their branding and products. By accurately analysing the patterns and trends of conversations, we are helping all types of brands to communicate effectively with their audiences.  

[Book a call with our team](/contact) to understand how Web Pulse can help your brand. 

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Apple M1 Case study - The missing marketing opportunity. 

# Have you heard of Google’s Page experience?

It is common knowledge that Google is introducing significant changes to its algorithms in 2021, by ranking site searches based on how effectively websites are optimised for customer experience, rather than solely on SEO. This has huge potential consequences for brands, especially in terms of their relationships with digital customers. Google has had this planned for a while, but due to the scramble for new digital propositions triggered by the pandemic, the search engine offered a grace period to businesses, allowing them time to prepare. But with the May rollout looming, time is running out to sharpen your online experience and protect your search ranking.

**Why is it so important?**

>“The page experience signal measures aspects of how users perceive the experience of interacting with a web page. Optimizing for these factors makes the web more delightful for users across all web browsers and surfaces, and helps sites evolve towards user expectations on mobile. We believe this will contribute to business success on the web as users grow more engaged and can transact with less friction.” Google.

As Healthcare brands already know, the transition to digital can be challenging and competition within the sector is fierce. But Google’s 200 new ranking factors mean that success will ultimately boil down to customer experience. Human behaviours are dynamic and highly contextual, so technology and search engines must also evolve to keep up. With Google focusing their algorithm changes on mobile searches first, we’re here to offer Healthcare companies some insight on how to fully embrace the mobile shift of consumers.

According to GE Healthcare, ‘75% of frequent healthcare consumers are frustrated and unsatisfied with their experience.’ So the question is how can we improve it?

Firstly, basic hygiene is important - we’re talking website speed, error checks, and mobile optimisation. Whilst these are undoubtedly important, effective UX begins with emotional design methodology. In other words, building love for your brand. And its principles apply consistently across all industries.

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Don Norman, the founding father of emotional design, claims it exists on three levels - Visceral, Behavioural and Reflective. Together, they shape our emotional reactions to experiences, and ultimately our purchase decisions.

## Building Trust

Step one is to create an initial sensory experience, setting the mood for the customer, and compelling them to experience and trust the brand. Don Norman calls this Visceral design. This is a foundational step in the relationship, as it builds a positive pre-conscious emotion towards your brand and product.

Trust can be built through marketing and brand awareness. It's especially important for Healthcare brands to build trust and communicate openly and honestly through their messaging, but also through visually stimulating and engaging landing pages. Remember: consumers' attention is a scarce commodity. Your mobile site has under 3 seconds to engage a user, or they are gone.

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### Tips for building trust

#### 1. Powerful hero message

Your mobile site needs a homepage hero to set the tone for your brand and make a powerful first impression. Beckman-Coulter shows us what not to do. Their uninspiring hero and emotionless text serve only to frustrate the user. Those who are new to the brand are immediately left uninterested and disengaged. By contrast, the Siemens Healthineers homepage elicits excitement, optimism, and a desire to know more, leading to more time on the site and a higher probability of conversion.

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#### 2. Don’t overwhelm your audience

Achieving a well-measured delivery of content at each stage of the journey can be tricky, yet it’s critical in making your users feel comfortable, especially when giving away their information. To build sufficient brand trust for users to take action, they must first feel motivated and comfortable. This applies both to retail brands and B2B.

#### 3. Sweat the small stuff

Typos, broken links and other errors undermine credibility. 404 error pages convey sloppiness and a lack of pride in your brand. This not only fuels customers’ frustrations but also shows them that you are unwilling to pay attention to details.

## Connecting to consumer behaviour
There are many design principles which can influence consumer behaviour. Behavioural Emotional Design elicits reactions as the consumer is immersed in the experience. How they react and the emotions they express (joy, anger, satisfaction) all derive from the behavioural design and its usability. These stem from the functionality and usability of the experience, such as speed and ease of navigation.

###Designing mobile experiences to stimulate positive behaviours:

Even the basics of mobile responsive design are often overlooked by brands, and will affect your site usability following Google’s updates.

#### 1. Navigation

Mobile navigations can needlessly complicate the user experience. They must be big enough to allow the user to select the right options with their fingers, but compact enough to make the options simple. A nav that does not respond well to mobile touches or one that does not fit on the page causes frustration and stress, increasing bounce rates. A clear, relatable and easy to use navigation will mean not only will users quickly find what they need, but they will also feel joy and satisfaction. Siemens Healthineers is a perfect example of navigation which has not been optimised for mobile - with categories hanging off of the edge and unable to read, it instantly makes the user disheartened and frustrated.

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#### 2. Search functions

Users are time-poor. Complex navigation and the inability to search, or a poorly designed and imprecise search tool, will create frustration and harm conversion.

#### 3. Button functionality

An obvious but often overlooked error. Mobile is browsed with fingers and thumbs, making it harder to click precisely on buttons and calls to action - especially if there is not enough space to hit them. An effective pixel area should be at least 1cm square. Here you can see examples of good button functionality and poor spacing and functionality.

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## Harnessing Emotion

Reflective emotional design is how the user feels having immersed themself in the experience. It is how they remember it. Positive reflective emotion is paramount, as it encourages return and advocacy. Techniques such as personalisation, positive surprise, relatable voice and micro interactions are vital in cultivating positive emotions.

Tips for creating positive emotions and improving conversion

#### 1. Tailored experiences

Consumers are diverse and respond to being treated as individuals. Whilst there can be a fine line between personalisation and privacy within healthcare, users must feel that you are invested in them as people. Analysing user data and behaviours online can help build an understanding of their wants and needs, leading to a more personalised experience. Siemens have begun implementing personalised responses into their website, with a ‘how can I help you’ element available to help users search more efficiently.

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#### 2. Microinteractions

Microinteractions are often imperceptible yet potentially decisive moments which can hugely impact the user’s overall experience. They mirror the principles of body language through a two-way digital experience. With attention to detail, they enable designs to form a personal bond with customers, distinguishing you from competitors and leaving users with positive reflections on the experience, as well as, greater affinity with the brand. Siemens have adhered to these principles in their site design, ensuring that all buttons have colour responses. These small touches provoke emotions, enticing users to explore further.

Healthcare brands have been slow to adopt the changes to digital. But delivering an excellent customer and user experience is not something they can afford to ignore. In the digital age, customer attention and patience are in short supply and therefore it is important to acknowledge these foundational steps to increasing user experience in order to minimise the chances of being knocked by Google’s changes in algorithms. Brands that fail to embrace emotional design methodology will quickly find themselves overtaken, punished by Google’s new wave of algorithms.

At Pomegranate we want to ensure that all businesses are harnessing the power of digital and are harnessing the power of emotional design to boost business growth. We would be happy to teach you more about our methodology and how you can get ready for Google’s changes.

[Get in touch](/contact)

Keep up-to-date with the latest news, events, webinars and insights from the Pomegranate team