# 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.


>“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.

![Self reporting techniques video](https://pome-backend.fra1.digitaloceanspaces.com/ceb1d6dac08181797256609273db0482.gif)

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?

When making online purchases, today's consumers have very high expectations of e-commerce platforms. They expect highly personalised experiences driven by their past behaviours, in order to predict their individual needs. Achieving this level of personalisation requires a seamless collaboration between design and development teams like those at Pomegranate and [DigitSense](https://digit-sense.com/), to turn data insights into dynamic, user-centric interfaces and seamless experiences.

A dynamic personalisation strategy relies on the seamless integration of a robust Content Management System. The integrated CMS allows us to **create, manage, and deliver** personalised content across the platform. Rule-based personalisation is introduced based on [user behaviour and preferences.](https://digit-sense.com/our-insights/detail/blog/unlocking-ux-design-from-pivotal-psychological-studies) For instance, if a customer frequently purchases from a specific category, the system dynamically adjusts the homepage to highlight similar products during their subsequent visits. 

Taking this one step further the data is then run through machine learning algorithms that integrate and analyse vast datasets and predict user preferences. These algorithms continuously adapt, learning from user interactions to refine recommendations and personalise content delivery as well. 

Once these integrations are established, UX designers can tailor journeys based on individual preferences, behaviours, and needs. Enhancing customer engagement and satisfaction and ultimately contributing to increased conversions. 

During this process, UX designers consider elements such as:

**Creating user-centric design** requires taking a deep dive into understanding how users interact with the e-commerce platform. Behavioural insights collated from other areas of the site and stored in the CMS system play a crucial role in understanding user preferences, tendencies and navigation patterns. 

Once pain points are identified, the UX Team are then able to understand the way users naturally interact with the platform. From the placement of buttons to the structure of menus, every element is strategically positioned to **enhance user satisfaction** and facilitate a more enjoyable and **efficient user journey.**

**Predictive personalisation** then takes user-centric design to the next level by using the power of data analysis. By analysing past user behaviours, e-commerce platforms can **uncover patterns and trends that hint at future actions.** This predictive capability enables proactive adjustments to the user interface, anticipating user needs and preferences before they are expressed.For instance, if a user constantly searches for a particular category of products during a specific season, the platform can dynamically showcase relevant items as that season approaches,  creating a sense of **anticipation and satisfaction.** This not only enhances the user experience but also contributes to **increased engagement and conversions.**

By integrating behavioural insights into both the design and development process, e-commerce platforms are capable of elevating the user experience like never beforeHarnessing the power of predictive analysis, we are able to guide businesses to the best route for conversion, ensuring seamless navigation and increased engagement. Ready to unlock the full potential of smart design? [Click here.](https://pomegranate.co.uk/contact)


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The Power of Data-Driven E-Commerce

Artificial Intelligence (AI) has emerged as a transformative force in healthcare, revolutionising patient care in ways that were once unimaginable. From diagnostics to treatment plans, AI is playing a pivotal role in enhancing efficiency and outcomes. However, the successful integration of AI in healthcare relies heavily on User Experience (UX) design, ensuring that these technological advancements align seamlessly with the needs and expectations of both healthcare professionals and patients.

**Enhancing the physicians capabilities**

![healtcare 1.png](https://pome-backend.fra1.digitaloceanspaces.com/ef7d2ad1d347f74affe5af9b2e2ec94d.png)

One of the most significant contributions of AI in healthcare is its ability to enhance diagnostic accuracy. Machine learning algorithms can analyse vast amounts of medical data, including images, to identify patterns and anomalies that may escape the human eye. Early advancements in tools such as AI powered conversational interfaces have demonstrated examples of how they could be used in the future for patient diagnostics, improving treatment plans and streamlining administrative tasks. 

With thoughtful UX designs, we could see these AI powered tools play a key role in ensuring administrative interfaces are efficient and user-friendly, minimising the risk of errors and improving overall workflow. Similarly, in diagnostics these AI tools would enable the physician to quickly and efficiently analyse, digest and personalise medicine to facilitate informed decision-making for individual patients. 

We spoke with Philipp Streicher, PhD in Cognitive Science, Head of Data Science at Pomegranate who added, 

_“The chatbot could point out areas of concern in the scans, cite relevant research papers that support the model's predictions, and provide suggested next steps like additional testing or potential treatment plans. If the doctor agrees with the assessment, the chatbot could automatically fill out the paperwork to schedule the recommended diagnostic test._

_This type of friendly, collaborative interaction allows the AI technology to flexibly fit into the doctor's workflow rather than disrupt it.”_

AI-powered diagnostic tools are not meant to replace healthcare professionals but to augment their capabilities, providing faster and more accurate assessments. This is where UX design steps in, ensuring that these tools are intuitive, user-friendly, and integrate seamlessly into existing workflows.

**Enhancing Patient Engagement**

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Patient engagement is a critical aspect of modern healthcare, and AI can contribute significantly to this by providing personalised health information, reminders, and even virtual health assistants. Speaking to how this could develop with a conversational interface tool Philipp Streicher PhD said,

_“a patient portal chatbot could answer questions about the diagnosis and relay information back to the care team, creating a positive experience for the patient as well.”_

UX design becomes paramount in creating patient-facing applications that are not only informative but also accessible and engaging. From user-friendly mobile apps to interactive websites, a well-designed UX ensures that patients can easily navigate and utilise these tools to manage their health effectively.

**Challenges and Ethical Considerations**

![93026756 1.png](https://pome-backend.fra1.digitaloceanspaces.com/0dbdc0eb925dc8c17c6c13f86477bb27.png)

While the integration of AI in healthcare brings about numerous benefits, it is not without challenges. Issues such as data privacy, bias in algorithms, and ethical considerations must be addressed. UX designers need to work closely with healthcare stakeholders to develop interfaces that prioritise transparency, user consent, and ethical use of AI technologies, instilling trust in both healthcare professionals and patients.


The fusion of AI and healthcare holds immense promise for the future of patient care. As we continue to witness groundbreaking advancements, the synergy between AI and UX design becomes increasingly crucial. By placing the user experience at the forefront, healthcare professionals can harness the full potential of AI to deliver more accurate diagnoses, personalised treatment plans, and improved patient engagement. The collaborative efforts of AI and UX design pave the way for a healthcare landscape that is not only technologically advanced but also human-centric, ultimately benefiting both providers and recipients of healthcare services.


If you would like to discuss how this approach can be applied to optimise your infrastructure, you can get in touch with Phillip Streicher Head of Data Science and take the first step towards [advancing your digital experience.](https://pomegranate.co.uk/contact)


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Future-Proofing Health Care with AI & UX


In the fast paced world of business, where success is a constant pursuit, there lies an exciting path paved with innovation, creativity, and the relentless quest to understand and cater to customer needs. This exhilarating journey is none other than User Experience (UX) Optimisation, a critical aspect of business strategy that holds the key to unlocking higher conversion rates. In this article, we will explore how UX optimisation has become the catalyst for businesses to thrive in the digital age.


**1 - Setting the Stage**

In the digital landscape, the customer is the central character, and their journey through a website or application is akin to embarking on an epic adventure. UX optimisation serves as the compass that guides this expedition. It focuses on enhancing the usability, accessibility, and overall satisfaction of users, ensuring they have a seamless and captivating experience.

But….

Just like a skilled archer aiming for the bullseye, businesses that invest in UX optimisation have a significant advantage over their competitors. A study by Forrester Research, shows that every dollar invested in UX design yields a return of up to $100. That's a staggering 9,900% ROI. With that in mind, streamlining user interfaces, creating intuitive navigation, and personalising interactions help to create a lasting impact on visitors, enticing them to stay longer, explore further, and, most importantly, convert into loyal customers.


![The UX adventure (4).png](https://pome-backend.fra1.digitaloceanspaces.com/f7999b3732df45fb8f53f66a89880767.png)

**2 - The Battle of First Impressions**

First impressions are everything. A poorly designed website or app is like a castle with a crumbling façade, repelling potential customers away. On the contrary, a visually appealing and user-friendly interface acts as an inviting gateway, beckoning customers to enter and discover what lies within. Businesses that heed the importance of UX optimisation win the battle of first impressions and gain a head start towards higher conversion rates.


**3 - Empathy and Understanding**

Every great tale has a protagonist, and in this narrative, the customer takes the lead. UX optimisation is not just about flashy graphics or fancy animations; it is about empathy and understanding. By delving deep into customer behaviours, pain points, and preferences, businesses can create tailored experiences that resonate with their audience, forging a strong emotional connection and fostering brand loyalty.


![The UX adventure (3).png](https://pome-backend.fra1.digitaloceanspaces.com/ea0504a52bde086a9217a9ed1c91ceb5.png)

**4 - Thriving in the Mobile Era**

The digital landscape is ever-evolving, and the mobile era is in full swing. Mobile devices have become the trusted companions of consumers with nearly 60% of all Online Searches being carried out by mobile, and businesses must now adapt to this new frontier. UX optimisation in the mobile realm demands responsive design, thumb-friendly interfaces, and lightning-fast loading times. For example, a Google study reported that 61% of users are unlikely to return to a mobile site they had trouble accessing. Those who embrace this challenge can be sure to witness their conversion rates soar to new heights.


**5 - Navigating the User Journey**

In the exciting adventure of UX optimisation, the user journey is the roadmap that guides both businesses and customers. By carefully mapping out each touchpoint and interaction, businesses can eliminate roadblocks, enhance usability, and create a smooth and delightful expedition for their users. The result? A higher likelihood of reaching the coveted destination - the conversion point.


![The UX adventure (2).png](https://pome-backend.fra1.digitaloceanspaces.com/e3a81c7c2ad71fff32c642b8dcbed3fb.png)

**6 - Building Trust and Credibility through UX**

In the realm of UX optimisation, trust and credibility are precious assets in a digital world full of scams and cyber threats. UX optimisation plays a vital role in building trust between businesses and customers through secure payment gateways and transparent communication. Crafting a seamless user experience strengthens credibility, fortifies reputations, and fosters unwavering confidence in this epic saga of digital adventure.


**7 - Conclusion**

As the story draws to a close, one thing is clear - the thrilling journey of UX optimisation is an unending pursuit of perfection. In a business-oriented world, where conversion rates are the ultimate prize, understanding and catering to the needs of customers is the key to success. The importance of UX optimisation cannot be underestimated. It is the magical thread that weaves together businesses and their customers, creating extraordinary experiences and propelling businesses towards the pinnacle of triumph. So, dear reader, let this tale inspire you to embark on your own UX optimisation odyssey and unlock the boundless potential that awaits. May your conversion rates soar and your business reach new heights. Happy optimising!


If you would like to begin your own adventure into UX optimisation check out [UX Pulse](https://pomegranate.co.uk/pulse?utm_content=252530354&utm_medium=social&utm_source=linkedin&hss_channel=lcp-971809), our go to solution for UX optimisation.



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The Voyage to UX Optimisation

## You've diagnosed the gap. Now here's how to close it.

Diagnosis without treatment isn't a strategy. Having established in our last two blogs that [expectation failure drives poor retention](https://pomegranate.co.uk/our-blog/why-consumer-health-customers-abandon-their-digital-journey) in the consumer health space and how [behavioural data diagnoses it](https://pomegranate.co.uk/our-blog/how-behavioural-insights-drive-growth-in-consumer-health), the only question left is: 

_Once you know where the gap is, how do you close it, systematically and at scale?_

That's what this blog is about. It's the treatment plan behind the diagnosis.

## Build Data: understand how your customers act, decide, and feel
 
Most consumer health brands are data-rich but insight-poor. They track the vital signs (traffic, clicks, installs), but often miss the behavioural signals that predict whether someone will stay, return, or churn. That gap is where expectations fail — and it's why the first stage of our methodology isn't about designing anything. It's about understanding everything.

[76% of UK adults take supplements, yet 52% find the information confusing](https://www.which.co.uk/news/article/are-you-supplementing-safely-a3f390R84ZGF). That's not a product problem. It's a signal that brands are communicating from assumption rather than evidence: telling customers what they think they want to hear, rather than what actually moves them, and funnelling it through their UX, marketing, and communications.

This is where our three-step behavioural methodology begins, anchored in Emotional Ignition™. Before we redesign a single touchpoint or rewrite a single message, we diagnose the behavioural data: analysing patterns across customer journeys, applying psychological profiling, and using techniques like structural equation modelling to surface the hidden motivations driving or blocking purchase. 

_The goal is precise: close the gap between what brands assume about their customers and what's actually true_.

>Precision Biotics assumed their customers bought probiotics to relieve gut problems. We tested that assumption with 400 consumers, and used behavioural modelling to explore how motivation, brand perception, and probiotic category engagement relate to & influence purchase intention.
The strongest predictors of purchase weren't digestive symptoms or clinical need: they were lifestyle factors: healthy eating, fitness, and general well-being. The customer base was wellness-motivated, not symptom-driven. 
That single insight helped re-shape their existing messaging.The strongest predictors of purchase weren't digestive symptoms or clinical need: they were lifestyle factors: healthy eating, fitness, and general well-being. The customer base was wellness-motivated, not symptom-driven. 
That single insight helped re-shape their existing messaging.
[
Learn more about our work with Precision Biotics →](https://pomegranate.co.uk/our-work/precision-biotics)

## Build Personalisation: remove friction, increase relevance, design for your real customer

Once we understand the audience, we use those insights to redesign the digital experience, first structurally, then cosmetically. That means:

- Rebuilding user journeys around real customer motivations
- Removing friction points that cause abandonment
- Embedding trust signals at the moments customers need them most.

This is where the Expectation Window and Behaviour Window from [Blog 1](https://pomegranate.co.uk/our-blog/why-consumer-health-customers-abandon-their-digital-journey) become actionable. 

Every touchpoint, from the homepage to the post-purchase email, is redesigned to deliver on the promise that brought the customer there and keep them engaged long enough for habit formation to take hold, which can take a median of [59 to 66 days](https://www.mdpi.com/2227-9032/12/23/2488).

The signals of intention, friction, and trust from [Blog 2](https://pomegranate.co.uk/our-blog/how-behavioural-insights-drive-growth-in-consumer-health) become the design brief. 

- Friction signals tell us where to simplify. 
- Trust signals tell us what to reinforce. 
- Intention signals tell us what customers are actually there for, and that's what the experience should lead with.

The result is a digital experience that feels less like a website or an ad or an promotion emails and more like an experience, one that meets customers where they are, speaks to what they actually care about, and makes the next step feel obvious.

>For Precision Biotics, the insight demanded a complete repositioning. Their brand had been built around symptoms and conditions.
We used the behavioural insights to rebuild their positioning around the lifestyle values held by their actual customers. That shift ran through product positioning, channel strategy, and the creative direction for both paid and organic. The messaging changed. The visual language changed. And so did the customers it attracted.We used the behavioural insights to rebuild their positioning around the lifestyle values held by their actual customers. That shift ran through product positioning, channel strategy, and the creative direction for both paid and organic. The messaging changed. The visual language changed. And so did the customers it attracted.

[Learn more about our work with Precision Biotics →](https://pomegranate.co.uk/our-work/precision-biotics)

## Build Trust: create the conditions for acquisition, retention, and repeat purchasing

Trust isn't a feeling; it's a pattern of consistent, relevant experiences that accumulates over time.

Personalisation accelerates that pattern, but it doesn’t replace the other conditions that make it possible. In consumer health, where customers are sharing health goals and personal data, trust is also built through honest communication, consistent delivery on promises, and visible care in how sensitive information is handled. When those conditions stack across every touchpoint, the relationship shifts. Customers stop evaluating and start committing.

69% of supplement users say a personalised regimen matters to them, and 71% show loyalty to the brands that deliver it. These aren't soft metrics; they're the commercial case for getting the first two stages right. 

Brands that win the Expectation Window and sustain engagement through the Behaviour Window don't just retain customers; they turn them into active participants in their own experience. 

_They complete onboarding flows. They share health goals. They refer friends. They buy again._

>Precision Biotics saw exactly that cycle play out. Once their digital experience reflected what customers actually valued, the relationship shifted from a brand selling a product to one supporting a lifestyle their customers had already chosen. 
Acquisition and retention both improved significantly. The repositioning worked because the messaging finally matched the audience: people already invested in their own well-being, not people looking for a clinical fix. The brand stopped trying to convince and started speaking to an existing motivation.Acquisition and retention both improved significantly. The repositioning worked because the messaging finally matched the audience: people already invested in their own well-being, not people looking for a clinical fix. The brand stopped trying to convince and started speaking to an existing motivation.

[Learn more about our work with Precision Biotics →](https://pomegranate.co.uk/our-work/precision-biotics)

## The treatment plan is the competitive advantage

Expectation failure can be treated. Behavioural data can help with diagnosis. And when you build the right digital experience on top of that foundation, the commercial results compound.

We've seen this cycle play out across consumer health and beyond, with [Precision Biotics](https://pomegranate.co.uk/our-work/precision-biotics), Bimuno, and [LNDR](https://pomegranate.co.uk/our-work/lndr) among others. Different categories, different gaps, same approach: Diagnose the data. Personalise the experience. Build the trust.

The difference between brands that plateau and brands that grow isn't about the data they have. It's whether they know what it's telling them. 

If your retention and acquisition rates are underperforming, that's the gap our behavioural methodology is built to close.

Let's start to diagnose together. [Get in touch →](https://pomegranate.co.uk/contact)

This is the final part of our three-part series on behavioural science in consumer health.


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The treatment plan: How behavioural science closes the consumer health retention gap

The apparent signs of an economic downturn are making its presence felt inside both boardrooms and households these days, manifesting in the form of rocketing interest rates, the rising cost of living, supply chain disruptions and much more. 

Businesses are feeling the pinch as budgets tighten and as a result, transactions have to be deliberated hard to gauge the ROI as well as the direction of the economy before being signed off. 

At the consumer level, though, the pandemic's compounded effects and a changing digital landscape mean that the[ consumer’s appetite for a quality online shopping experience remains strong](https://www.ons.gov.uk/businessindustryandtrade/retailindustry/articles/howourspendinghaschangedsincetheendofcoronaviruscovid19restrictions/2022-07-11). Global e-commerce is set to grow at a percentage point increase each year. This is further evidence to show that even in the face of an economic downturn, there is always a demand for quality products and services that continue to remain competitive and perform well. 

### So what does this mean for digital experiences?

As economies tighten, every company will set their sights on providing its customers with an unparalleled digital experience for business survival. After all, no brand can afford to risk a bad customer experience or a disengaged audience base in this economic climate!

This is why even small incremental changes that are thoughtfully designed can have a massive impact on how customers engage, convert and remain loyal to the brand. 

![AdobeStock_563988706.jpeg](https://pome-backend.fra1.digitaloceanspaces.com/a1a1e901b4059a831f15f1ba77351e4d.jpeg)

In order to be able to achieve this, it is imperative for brands to accurately understand their customer’s context, behaviour, motivations and needs to be able to effectively build trusting relationships with their customers and deliver what they want. 
**So how can businesses that want to continue evolving their needs and customer experience do more with less money, time & resources?**

**_Introducing Rapid Research_**

Rapid research involves a structured and systematic approach to conducting research quickly and efficiently without raising high costs. In addition to providing essential customer insights, rapid research allows businesses to target quick wins and opportunities through efficient research and testing cycles. 

Here are some specific ways that rapid research can be beneficial for companies who want to ‘make their digital assets sweat’:


**1. Prioritising resources:** Rapid research can help companies identify the most critical areas of their business, allowing them to prioritise their limited resources where they are most needed.

**2. Reducing costs:** By conducting research quickly and efficiently, companies can focus on immediate priorities and reduce the costs associated with traditional research methods, such as conducting extensive interviews or surveys.

**3. Identifying new opportunities:** Rapid research can help companies identify new opportunities for growth and expansion, even in a recessionary environment, allowing them to make strategic investments in their business.

**4. Improving decision-making:** By having access to tangible customer insights, companies can make informed decisions, even in the face of budget cuts and economic uncertainty.

![AdobeStock_316503409.jpeg](https://pome-backend.fra1.digitaloceanspaces.com/e11f35a4ebf3dd976727c878416dc6ea.jpeg)

Given its nature and process, Rapid Research seems best suited for tactical projects where designs and assumptions are tested and validated. Therefore, your Rapid Research framework would be most efficient in terms of time, scale and budget if it utilised the methodologies below: 

**Usability Testing:** An in-person or remote observation of participants in a live setting to understand the behaviours, goals, pain points and motivations that they may experience when using a product or service. 

**Interviews:** A shorter version of the traditional interview that centres around asking focused questions to understand the users’ experience, feelings or sentiments around new or improved products or services

**Concept Testing:** Sharing and testing early stage or new ideas through prototypes or even sketches with participants to understand reactions and responses to it

**Here’s the framework that Google uses for a 1 - week sprint:**

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Overall, if you are an SME that is looking for ways to be agile, efficient yet innovative, setting up a Rapid Research framework might just be the way to do it. It could be the integral research tool that could provide immeasurable value to businesses of all sizes, but especially smaller businesses that want to make informed decisions, respond to market changes, and identify new opportunities for growth, all while reducing costs and improving the bottom line. 


Check out our [research projects](https://pomegranate.co.uk/our-work)










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Could Rapid Research be a game-changer for smaller businesses?

Confused customers. Endless product questions. Support teams trapped in an infinite loop of routine queries. The [beauty industry's digital experience](https://www.linkedin.com/pulse/unlock-power-ai-drive-customer-loyalty-your-ecommerce-hvjwe/?trackingId=vjy5e9MASTeFUbuPh7%2B0bQ%3D%3D) has always lacked that crucial in-store guidance—until now.

## Smart AI Beauty Assistant: Face Analysis Technology Beyond Keywords

Our [Fenty Beauty prototype](https://vimeo.com/938557986/b27b1d44eb) breaks the mould with an AI beauty assistant that analyses customer selfies precisely, recommends perfect product matches with Fenty's signature confidence, and lets people buy instantly without leaving the chat. All while handling those repetitive questions that eat up your team's day.

:vimeo[938557986]

## The AI Assistant Advantage: Psychology-Driven Customer Experience

Let's get real—when customers trust they're getting the correct shade from an AI matching assistant, they buy more confidently, uncertainty vanishes, and conversion rates jump.

And when your support team escapes answering the same general queries all day thanks to intelligent AI assistants, they [free up time to focus on conversations that further move the customer experience forward](https://www.linkedin.com/pulse/ai-customer-service-friend-foe-spoiler-its-game-changer-rso3e/?trackingId=OOlVNkXQQsWY%2Bf82NAsbBQ%3D%3D).

## AI Virtual Assistant Benefits: Beyond the Quick Fix

Think about the ripple effect. Increased first-purchase confidence with AI shopping assistants can:

- Drive customer acquisition
- Create higher basket values from spot-on AI-powered recommendations
- Support your teams to tackle genuine challenges while AI assistants handle routine inquiries

## Implementing AI Customer Assistants: Transform Your Digital Beauty Experience

You can give your team back their time while transforming how customers experience your brand online with cutting-edge AI assistant technology.

Reclaim your time by [speaking to us](https://pomegranate.co.uk/contact?utm_source=website&utm_medium=pdf&utm_campaign=ai_readiness) about our AI assistant solutions that deliver for both your team and customers.


Our Fenty AI Assistant Prototype: Revolutionising Beauty Shopping 

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The mastery of psychological principles governing decision-making can be the difference in making a customer a loyal repeat purchaser, or just someone who passes by your website. With users being presented with hundreds of decisions everyday, this article will be a one-stop guide to all psychological decision-making strategies underpinned in user experience (UX) design. Helping provide a nuanced understanding of their application and the substantial benefits they yield for businesses.

This is a continuously evolving article with links to more in-depth analysis of psychological principles being added.


**Cognitive Load Management for Optimal User Satisfaction:**

Cognitive load refers to the mental effort required for processing information. Users can experience cognitive overload when faced with excessive stimuli or choices. By leveraging insights from cognitive psychology, businesses can strategically manage cognitive load in UX design. For example, consider the streamlined interface of Apple's iOS. The minimalist design and straightforward navigation reduce cognitive load, providing users with an aesthetically pleasing and intuitive experience. 

This makes users more likely to engage with the platform, spend more time exploring its features, and return for future interactions. This heightened satisfaction fosters brand loyalty, increasing the likelihood that users will choose the platform over competitors, helping to foster loyalty and positive brand perception.

**Hick's Law for Navigating the Complexity of Decision-Making for Enhanced Conversions:**

Hick's Law highlights the relationship between the number of choices presented and the time it takes to make a decision. E-commerce giant Amazon strategically applies Hick's Law to its advantage. The "Buy Now with 1-Click" feature minimises decision-making complexity by reducing the number of steps required for a purchase. Streamlining decision-making processes, as per Hick's Law, reduces the time users spend contemplating choices. 

In e-commerce, this translates to faster purchase decisions and increased conversion rates. Additionally, a simplified decision-making process contributes to a positive user experience, promoting user retention and brand advocacy.


**Strategic Defaults and the Subtle Art of Decision-Making Defaults:**

Defaults significantly influence decision-making, as individuals often opt for the default setting due to the cognitive effort required to make an alternative choice. Google's personalised search engine algorithms exemplify the use of strategic defaults. By presenting search results tailored to users' preferences and past behaviour, Google subtly guides decision-making. 

Users often find these default results highly relevant, saving them the cognitive effort of sifting through irrelevant information and contributing to a positive user experience. Businesses benefit from increased user satisfaction, as well as improved efficiency in processes such as onboarding and account setup.


**Minimising Cognitive Friction: Streamlining User Interactions for Efficiency:**

Cognitive friction arises when users encounter obstacles or complexities in their interactions, hindering the flow of decision-making. Platforms like Dropbox exemplify the reduction of cognitive friction. By employing a drag-and-drop file upload system and intuitive folder structures, users experience a seamless process, minimising cognitive friction. 

This user-centric approach ensures that decision-making processes, such as organising files, are efficient and frustration-free. As a brand's digital experience, a frictionless experience encourages users to explore additional features and functionalities, contributing to a comprehensive and positive user engagement.


**Social Proof and Trust Building:**

Social proof is rooted in the human tendency to follow the actions and opinions of others, especially in uncertain situations. For example, TripAdvisor is extremely effective at leveraging social proof effectively. User reviews and ratings provide potential travellers with insights from others who have experienced the same destinations. 

This social validation builds trust and confidence, influencing decision-making and encouraging users to engage with the platform. These positive reviews and testimonials contribute to a favourable brand image, influencing users' decision-making processes positively. Businesses experience increased conversion rates as users are more likely to trust and engage with a platform endorsed by their peers.


**The Endowment Effect and Personalised Engagement:**

The endowment effect suggests that individuals assign higher value to items they perceive as their own or have customised. Online retailers like Nike offer customization options for products like sneakers. 

By allowing users to design their shoes, Nike taps into the endowment effect. Customers feel a sense of ownership over their creations, leading to increased satisfaction and a higher likelihood of purchase. Businesses benefit from increased customer lifetime value, as well as positive brand advocacy through personalised, memorable interactions.


In a world filled with daily decisions, mastering the interplay of psychology and UX design is essential for businesses. At Pomegranate, our expertise in seamlessly combining these disciplines is the driving force behind our work, positioning us as leaders and ensuring sustained excellence. To learn more about our approach and how it can benefit your projects, send us a message and elevate your user experience with us.



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Decoding User Experience

In today's digital landscape, where attention spans are shorter than ever, businesses are constantly seeking innovative ways to engage and retain their customers. One such approach that has gained significant popularity is gamification. Gamification serves as a way to not only enhance user engagement but also drives motivation, learning, and overall customer satisfaction. 

In this series of articles, we will explore the concept of gamification and go through all the in’s and out’s. 

**What is Gamification?**

Gamification refers to the process of incorporating game-like elements into non-game scenarios. It leverages the innate human desire for competition, achievement, and reward to enhance user experiences. While games typically feature elements like points, levels, challenges, and rewards, gamification adapts these mechanics to contexts such as websites, applications, e-learning platforms, and even physical products.

**Benefits of Gamification in Digital Design**

There are several benefits businesses can gain from utilising gamification theory in enhancing their digital experience.

The first of which is **enhanced user engagement.** Gamification captivates users by making the product more enjoyable and immersive. The inclusion of game elements provides a sense of fun and excitement, which  increases user engagement and time spent on the product, which translates to an increase in up-sell revenue by up to 38%. As well as this it can lead to an **increased motivation and behaviour change.** By using rewards, badges, and achievements incentivise users to adopt desired behaviours or complete specific tasks. By creating a sense of progress and accomplishment, gamified products can motivate users to achieve their goals.

Gamification can also lead to **improved learning and skill development.** It has proven to be an effective tool for learning and skill development. By incorporating educational content into a game-like environment, users can acquire knowledge and develop new skills in an engaging and interactive manner. Furthermore, what gamification allows businesses to do is gather valuable **data and insights.** By tracking user interactions, progress, and preferences, companies can gain insights into user behaviour, preferences, and pain points. This data can then be utilised to refine product design, personalise user experiences, and make data-driven decisions.

Finally, gamification allows you to build **customer loyalty and retention** at a much faster rate than compared to normal methods. This is due to it  fostering a sense of loyalty and attachment to a product. Users who are engaged and rewarded are more likely to remain loyal, leading to increased customer retention and reduced churn rates.

**Gamification Techniques**

There are several techniques that designers employ to incorporate gamification into their products. Let's explore a few of the most common ones:

**Points and Leaderboards:** Implementing a point system and leaderboards allows users to earn points for completing tasks or achieving milestones. This fosters competition and encourages users to strive for higher rankings, thereby increasing engagement and motivation.

**Badges and Achievements:** Similar to points, badges and achievements serve as visual representations of a user's accomplishments. They provide a sense of recognition and accomplishment, driving users to explore and engage more deeply with the product.

**Progression and Levels:** Dividing a product into levels or stages enables users to unlock new content, features, or challenges as they progress. This approach creates a sense of advancement, encouraging users to stay engaged and complete tasks to reach the next level.

**Challenges and Quests:** Integrating challenges and quests within a product can make the experience more interactive and exciting. By presenting users with specific goals and tasks, it encourages active participation and stimulates problem-solving skills.

**Case Studies: Successful Implementation of Gamification**
![Duolingo.jpeg](https://pome-backend.fra1.digitaloceanspaces.com/5c35ca7e54529ffb3f1d9161fbc92ba4.jpeg)
Numerous companies have successfully integrated gamification into their products and witnessed remarkable results. One notable example is Duolingo, a language-learning platform that employs gamified techniques such as points, levels, and streaks to motivate users to learn and practice languages consistently. This approach has made language learning a fun and addictive experience for millions of users worldwide. Which has meant not only increased user engagement but also great word of mouth marketing, which has allowed it to gain viral success due to its gamification mechanics. 

**Conclusion**

Gamification in product design has emerged as a powerful tool for engaging and delighting users. By tapping into the inherent human desire for achievement, competition, and reward, companies can create immersive experiences that drive motivation, learning, and customer satisfaction. 




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Gamification  Levelling up your Experiences

Imagine announcing that your AI chatbot was doing the equivalent work of 700 full-time agents and projecting $40 million in savings¹.

Now, imagine finding yourself in headlines worldwide being called an AI failure story.

This is exactly what happened to Klarna, BUT the real narrative has been completely misunderstood.

We sat down with [Dr. Philipp Streicher](https://www.linkedin.com/in/philippstreicher/?lipi=urn%3Ali%3Apage%3Ad_flagship3_pulse_read%3BrVY%2BciLMS3mQlpB%2BMcyMGA%3D%3D), Pomegranate's Lead Data & AI Scientist, to break down why this story reveals less failure and more good lessons learned.

## Phil, the headlines are calling Klarna's move to rehire humans an AI failure. What's your take?

"Look, from what we have read that narrative completely misses what actually happened here.

Back at the start of 2024, reports showed that their bot was handling over 2 million conversations monthly, reducing resolution times by 5 minutes and projecting $40 million in profit improvements². The technical performance was brilliant.

And according to [Klarna spokesperson](https://www.customerexperiencedive.com/news/klarna-reinvests-human-talent-customer-service-AI-chatbot/747586/), Klarna's AI chatbot hasn't stopped; it's still running at full capacity today, handling two-thirds of customer interactions and delivering those impressive metrics³. The story here is that they integrated human agents back into their service mix to drive strategic advancement."

## So what was the actual problem then?

"Well, customer satisfaction dropped 22% after the AI rollout⁴. That's the metric that wasn't making headlines alongside all the cost savings.

From a behavioural standpoint, this makes perfect sense. The AI could process information efficiently, but it couldn't handle the emotional complexity of human frustration or provide the empathy people needed for sensitive financial situations."

## So, how did they solve this?

"Brilliantly, actually. The lesson here, and what fundamentally came out of this, is Klarna's new philosophy: "AI gives us speed, talent gives us empathy."

They created what they call an "Uber-type setup"—remote, flexible human agents who handle complex situations while AI continues to manage routine queries⁵. It's not about choosing efficiency or satisfaction; it's about strategically combining both."

## Is this approach working financially?

"The numbers suggest it is. They achieved the projected $40 million profit improvement⁶, with customer service costs per transaction decreasing by 40% since early 2023⁷.

More importantly, though, they're building sustainable customer relationships rather than just optimising for short-term efficiency."

## What does this mean for other companies that use AI?

"The key insight is that optimal AI deployment isn't about replacement, it's about strategic integration. The most effective solutions combine AI efficiency with human expertise, where each adds unique value.

It's about building teams that leverage the strengths of both human and digital resource."

## So, what's your advice for companies deploying AI in their customer service?

"Monitor holistic metrics, not just efficiency ones. Customer satisfaction and brand perception matter just as much as operational performance.

The most successful companies won't be those replacing humans with AI entirely, but instead those thoughtfully combining AI capabilities with human strengths."

## Do you have any final thoughts on where this leaves us?

"This story perfectly illustrates why understanding customer behaviour is crucial in AI deployment. The question isn't whether AI can do the job, it's whether pure efficiency creates the kind of customer experience that builds lasting loyalty and aligns your brand values.

What Klarna did, evolving from an AI-only to an AI-plus-human approach, demonstrates sophisticated thinking that the industry should study, not dismiss."

Ready to build an AI strategy that optimises for long-term success? [Speak with our Pomegranate team today.](https://pomegranate.co.uk/contact?utm_source=Linkedin&utm_medium=social)

###### References

###### 1. PR Newswire. (2024). Klarna AI assistant handles two-thirds of customer service chats in its first month.

###### 2. Tech.eu. (2024). Klarna's AI chatbot handles 2.3 million conversations in first month.

###### 3. CX Dive. (2025). Klarna changes its AI tune and again recruits humans for customer service.

###### 4. Strategic Marketing Tribe. (2025). Klarna AI Backlash: Human Support Trend 2025.

###### 5. CX Dive. (2025). Klarna changes its AI tune and recruits humans for customer service.

###### 6. eMarketer. (2025). Klarna reports strong Q1 2025 metrics.

###### 7. Tech.eu. (2025). Klarna Q1 revenues climb to $700M but losses widen.

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The Real Story Behind Klarna's AI Evolution: In Conversation with Dr Philipp Streicher

_Duncan Thomas, Co-Founder, CEO and Head of Innovation at Pomegranate_

Most health brands will read the headline ‘Nearly four in five are sick of health brands’ hard sell’ as a bold instruction to sell less and soften their tone across their website and marketing communications. But the reality is that people aren’t objecting to being sold to; they’re objecting to being sold to before of value is given, and that is a question of where commercial intent sits in a customer journey rather than how the copy is written. In this blog, [Duncan Thomas](https://www.linkedin.com/in/duncan456/), Founder of Pomegranate, breaks down what that really means for health brands.

>Consumers are not objecting to being sold to, they are objecting to being sold to before any real value has been given, and to being asked to reveal so much about themselves without ever being told why. Both of those are design decisions, which is the uncomfortable part, because it means the problem was never the tone of the copy.

### In this article
- Why health buying doesn’t work like retail buying
- The tactics that only work if the buyer is worried
- The health quiz that can never say no
- Four trust failures in one live health journey
- What consumers asked health brands to do differently
- Why the answer isn’t selling less

Every consumer health brand should have two stats pinned above its roadmap. First, 85% of engaged health consumers say they would pay more for a brand with a good reputation they trust.1 That is the premium: available, measurable, and what most acquisition strategies are implicitly chasing. Second, 79% of those same people become more sceptical the moment a brand seems to be pushing for the sale.¹ That is the blocker. Pushing tells people the brand’s interest has moved from their outcome to its sale.

###### _The consumer health trust study is self-reported, from a paid panel of 188 digitally active UK consumer health users aged 18 to 44._

So brands are not choosing between growth and trust. They are funding one by spending the other, reaching for the tactics that capture the premium without noticing they are the same tactics that dissolve it. The cost is real, and it never shows up on the dashboard.

Dig deeper into the data, and a single, reasonable request emerges. Just over half, 51%, say personalisation turns intrusive when recommendations feel driven by selling rather than health. For 35% it turns intrusive when the tone becomes pushy, judgemental or alarmist, and for 29% when recommendations arrive too frequently.¹

![Smiling woman in a rust sports top, hands on hips](https://pome-backend.fra1.digitaloceanspaces.com/71b64842f52f6cabdd48c0e3aa3602f6.png)

Each describes the same moment: someone can see the commercial machinery working and cannot see what they get in return. Which means the premium relationship and the blocker are not two findings; they are one instinct seen from two sides.

_People will fund a relationship they believe is reciprocal. They will not fund one that only extracts._

## Why health buying doesn’t work like the retail buying journey

The conversion approach most health brands are running was written for a market where anything delaying checkout is correctly treated as friction. In retail, that logic is sound. The decision is fast, the stakes are low, and streamlining genuinely serves the customer as well as the seller.

Three things change in health. The downside of a wrong decision is asymmetric: a misjudged retail purchase costs money, a misjudged health purchase can cost months of a condition going unaddressed, so vigilance rises accordingly.

The decision is often made from a position of uncertainty or discomfort, which raises sensitivity to anything resembling pressure.

And health borrows its authority from medicine, where nobody expects to be upsold. When a pharmacist recommends something, the recommendation carries weight precisely because it is not understood as a sales act; that authority sits in consumer health too. Our research values that inherited authority: 76% would pay more for a brand endorsed by the NHS or a medical professional.¹

Imported into health, the retail definition of friction cannot tell the difference between friction that costs a sale and deliberation that earns one. Under pressure to sweat the marketing activity, what gets cut is predictable, and it is rarely anything a team would defend losing if the decision were made out loud.


>Emotional depth and personal value are being dangerously dispensed with for the sake of the quick win. The pressure to sweat the asset means anything slowing the funnel gets stripped out, so segmentation, onboarding and explanation are the first things cut. Those are precisely the things that build confidence in a health decision. What survives is a fast path with no empathy in it.

Health brands inherit medicine’s authority and then spend it on mechanics built for a market with none of these conditions. Retail has taught health brands a great deal, but the transplanting has now gone far enough.

_Consumers’ decisions require emotional responsibility and genuine support, because people are deciding what to put in their bodies._

## The tactics that only work if the buyer is worried

Aggressive sell versus gentle nurture is the wrong question. The one worth asking is which of your tactics would survive a customer who was not feeling any real concern.

The [research](https://consumerhealthreport.pomegranate.co.uk/trust?utm_source=website&utm_medium=blog&utm_campaign=consumer_health_trust) points to a group of consumers who reject aggressive or shame-based marketing, and communications that read as pushy, judgemental or alarmist. Some of what they are rejecting is simply out of place. Urgency countdowns and cross-sell were built for retail, where they work, and where nobody minds much. Move them into health and they misfire, but the fault is in the transplant rather than the tactic.

![Graph of consumer trust attitude statements](https://pome-backend.fra1.digitaloceanspaces.com/8ac251cd08376745bb435b3e02cf1b35.png)

Confirm-shaming someone about their own body is a different case. It was never neutral, and it is no longer even novel: the tactic peaked in the Tumblr era around 2016, and by 2019 researchers were cataloguing it across thousands of shopping sites as documented practice.² Alarmist framing has no retail equivalent at all, because retail has no equivalent anxiety to convert.

That is the real distinction. Urgency and cross-sell misfire in health. Confirm-shaming and alarmist framing do the opposite: they only function here, because health is the one market that supplies what they run on. A brand using them is monetising the same fear it claims to be treating. That is the line worth drawing. Not how hard you sell, but whether the sale needs the person to be afraid.

The most widespread version of this is also the most elaborate, and the most likely to be sitting on a brand’s own site right now.

## The health quiz that can never say no

The health quiz is built to present a brand that cares, one seriously trying to diagnose and help, when very often it turns out to be something else.

What gives it away is that the output cannot vary in any way that matters. Of the many we reviewed across personalised vitamins, protein, and sports supplements, only a handful could conclude that someone’s regime was already adequate and that no product was needed.

_A quiz that can never say no is not an assessment with a commercial outcome attached. It is lead capture wearing a lab coat._

People feel the cost of this directly. Nearly half, 49%, say personalisation turns intrusive the moment it draws on data they did not realise they had shared,¹ and a long assessment is an efficient way to collect precisely that while appearing to offer a service in return. One street interview participant described what the format does even when it works exactly as intended:

>“It gives me pressure..if someone made a plan for me”  – Street interview, Building Trust in Consumer Health, Pomegranate 2026

The discomfort does not come from any single question; it comes from the cumulative shape of the set. Sleep, energy, focus, digestion, stress, recovery: every item is a possible deficit, and by the end the person has been walked through an inventory of everything that might be wrong with them. The product then arrives as relief from a problem the questionnaire assembled.

So the quiz itself is not the problem. Built with real integrity, it can deliver practical insight and an honest answer, including no. The difficulty is holding attention and starting a useful interaction while navigating someone’s emotions responsibly.

## Four trust failures in one live health journey

Our experience design team recently ran a behavioural audit of a consumer health brand’s digital experience. Almost nothing we found was a budget constraint, and most issues identified came down to a choice about where commercial intent sat.

**The reason to care sat below the transaction.** The emotional hook, the account of what the product changes and why it matters, appeared underneath the product grid and the buy mechanism. The pages often led with the ask and explained the value afterwards, which inverts the sequence that works for health consumers.

**The endorsement section read as users and was in fact investors.** Recognisable names presented as advocates, with a financial interest not visible at that point on the page. An endorsement later discovered to be an equity position does not fall back to neutral. It becomes information about the brand’s honesty.

**A featured testimonial normalised consumption well beyond intended use.** It was presented as enthusiasm but functioned as permission. In health, that is not social proof, it is a brand allowing overuse to be encouraged because volume is what it sells.

**Half a dozen overlapping product lines with no guided route**. A first-time visitor had to self-diagnose across formats and ingredients with nothing to help them. Experienced buyers coped, and everyone else was left to guess or to leave.

Not one of these needed more traffic to fix. In each case, the brand had something worth saying and had placed it where the layout preferred rather than where the decision was being made.

## What consumers asked health brands to do differently

Every health brand on the market says it puts the customer first. The ones people believe are the ones who prove it with a value exchange. Each of the five below has a question attached, and every question has a version of the answer that costs money.

1. **Publish what the market withholds.** Realistic timelines, what the product will not do, the variability in outcomes, who tends not to benefit. Examine.com built a business on exactly this, funding independent analysis rather than supplement sales, which is why its verdicts carry weight.³ Ask: does anything you publish tell a reader something you would rather they didn’t know?

2. **Say who should not buy.** Explicit disqualification forfeits revenue in the moment and buys credibility for everything else on the page. It also removes the customers most likely to churn and complain, so the cost is smaller than it looks. Ask: can your assessment tool ever conclude that someone does not need your product?

3. **Make usefulness available before the transaction.** Holland & Barrett offers free consultations with qualified advisers whether or not you buy, which is the shop floor model translated into a digital journey.⁴ DR.VEGAN varies its refund window by product, calibrated to how long that formula is expected to take to work.⁵ Both cost the business something real. Ask: what does a visitor leave with if they leave without buying?

4. **Explain every ask at the point it is made.** A recommendation that states its own basis is defensible. One that appears without reasoning is a guess the person has to interpret, and they usually interpret it commercially. The same applies to data: what is collected, why it is needed, and what it enables, stated where the request happens. Ask: can a customer tell why they were shown this, and what happens to what they told you?

>If it says, ‘we can see you’ve purchased this in the past, we recommend this’, then I don’t mind. If it’s just mass market, I’m immediately switched off.  – Street interview, Building Trust in Consumer Health, Pomegranate 2026

5. Ask for no more than you have earned. A first visit can reasonably support an email address. It cannot support a subscription commitment, a full health profile and a recurring order all at once. Ask: does your journey treat a first-time visitor differently from a returning buyer? If there is no onboarding and no segmentation, you are running one path built for people who already trust you, and asking everyone else for commitment at the same speed.

## Why the answer isn’t selling less

Pulling back on commercial ambition is the wrong correction, and most ecommerce and marketing teams cannot afford it anyway.

Proportionality is one of the five trust constructs this research is built on: is the brand asking only what is reasonable, relevant and justified for the value it is providing? A subscription commitment requested before a product has demonstrated anything fails that test. The same request made once results are evident does not.

Explainability is the other half. Around a quarter of people, 24.5%, say personalisation feels intrusive simply because they cannot tell why a recommendation was made.¹ Surface the logic and the same tactic stops reading as surveillance and starts reading as service.

Neither of these requires a softer commercial target, additional traffic or additional budget. They require the experience to give something before it asks for anything, which is a question of how the customer journey is built rather than how it is written.

###### References
###### 1. Pomegranate (2026). Building Trust in Consumer Health. Survey of 188 digitally active UK consumer health users aged 18 to 44, recruited via paid panel, fieldwork January to March 2026. Self-reported and recalled data, not nationally representative.
###### 2. Brignull, H. (2010), who coined the term dark patterns for the wider family of tactics. Prevalence of confirmshaming per Mathur et al. (2019), Dark Patterns at Scale: Findings from a Crawl of 11K Shopping Websites, Princeton University.
###### 3. Examine.com independent supplement analysis; funding model per Examine.com.
###### 4. Holland & Barrett free adviser consultations; per Holland & Barrett support pages.
###### 5. DR.VEGAN money-back guarantee, tiered by product to expected time-to-benefit; per DR.VEGAN guarantee policy.

The full research into what UK consumers trust in health brands, what makes them sceptical, and what they asked brands to do differently. Use it to pressure-test your own journey.

Build trust without breaking it

Woman in headphones opening a shaker bottle

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Nearly four in five are sick of health brands’ hard sell

## Why AI isn't optional anymore for online retailers

The days of treating artificial intelligence (AI) as a futuristic luxury are officially over. For e-commerce businesses, AI has transformed from a competitive edge into a baseline necessity, with 84% of companies now prioritising its implementation¹.

The shift isn't just trendy tech posturing; it's a response to measurable, significant business impact. Companies implementing AI report an average **revenue increase of 10-12%**².

***But what's driving this urgency?***

The growing sophistication of customer expectations. Today's online shoppers demand personalisation at every touchpoint. They expect frictionless experiences, anticipating their needs, and they'll abandon carts without hesitation when their expectations aren't met.

As global e-commerce sales reach $8 trillion by 2027³, businesses experiencing exponential sales growth will strategically leverage artificial intelligence in e-commerce across their operations.

## Where AI delivers tangible returns for e-commerce

Across the e-commerce ecosystem, AI is generating concrete, measurable returns:

### Revenue acceleration

Beyond the overall 10-12% revenue lift, AI implementation creates multiple revenue-enhancing effects:

- Personalisation through AI leads to a **40% increase in revenue**⁴
- AI-powered recommendation engines drive between **35-40% of sales** for businesses that implement them effectively⁵
- Dynamic pricing algorithms boost profits by **5-10%** through real-time price adjustments⁶

### Operational efficiency

The back-office impact is equally compelling:

- AI-enabled supply chain planning has increased revenue by up to 4%, reduced inventory by up to **20%**, and lowered supply chain costs by up to 10%⁷
- Marketing ROI improves by **15-25%** when AI is used to personalise customer interactions⁸
- Email marketing supported by AI personalisation achieves a remarkable **38:1 ROI**⁹

### Implementation timeline

The financial impact isn't years away either.

High-performing AI implementations typically show positive ROI within 6-9 months for customer-facing applications, while back-office implementations (inventory management, demand forecasting) generally require 12-18 months¹⁰.

## Calvin Klein: Targeted engagement that pays off

One example of AI delivering precise, measurable value comes from [Calvin Klein](https://www.calvinklein.co.uk).

Faced with rising cart abandonment on high-value items and without the option to discount heavily, they turned to machine learning to uncover the problem.

By processing real-time behavioural data, they identified a clear hesitation point: shoppers were pausing, not refusing.

Rather than offering blanket incentives, Calvin Klein used AI to trigger personalised instalment offers for price-sensitive customers when they were most likely to abandon their cart.

**The result?** A seamless blend of personalisation and profitability.

![The Business Case for AI Implementation in Ecommerce - Clavin Klein Image.png](https://pome-backend.fra1.digitaloceanspaces.com/937fb51c9024b529c4421392fb819309.png)

With a 32× ROI, a 2.87× lift in average basket size, 15% revenue growth, and a 1.8× boost in conversions¹¹, Calvin Klein's team were able to implement AI interventions that unlocked significant gains.

## Challenges to successful AI implementation

AI implementation delivers strong returns—but only when approached with the right strategy, infrastructure, and expertise. Success depends on having a knowledgeable team that can anticipate and overcome the common hurdles that often derail AI initiatives.

### Data quality and management

AI algorithms require vast amounts of high-quality data, yet 56% of companies cite poor data quality as a primary barrier to adoption¹.

### Technical integration complexities

Legacy systems often obstruct AI integration, requiring detailed mapping of current systems and solutions for smooth data flow between platforms¹².

### Privacy and security concerns

With 40% of online shoppers avoiding purchases due to data security concerns, ensuring compliance with regulations like GDPR and CCPA is essential¹³.

### Talent and expertise gaps

Finding and retaining skilled AI talent remains challenging, with 38% of companies facing shortages in implementation expertise¹⁴.

Even with these challenges, businesses that align AI initiatives with clear objectives—and invest in the right people and infrastructure—are best positioned for success. However, effective AI implementation is never a guesswork exercise; it must be intentional, informed, and embedded in business strategy.

## Conclusion

The business case for AI in e-commerce is no longer up for debate. AI is fundamentally reshaping how retailers operate and compete, from driving revenue and improving efficiency to delivering deeply personalised customer experiences.

While challenges exist, leaders like Calvin Klein show that with a clear strategy, the right tools, and thoughtful execution, AI adoption delivers real, measurable results.

For today's online retailers, the question isn't *if* they should implement AI, but *how fast and how effectively* they can do so to stay ahead in an increasingly AI-driven market.

## References

## References

[1] McKinsey & Company, "Generative AI in retail: LLM to ROI," 2024.
[2] Datascience, "Challenges for AI in e-commerce," 2024.
[3] G2, "2024 Trends: AI to Revolutionise E-commerce Personalisation," 2024.
[4] SPD Technology, "Generative AI in eCommerce: Applications and Trends," 2024.
[5] iMerit, "25 Best Retail, Sales, and Ecommerce Datasets for Machine Learning," 2024.
[6] Digitalocean, "AI in E-commerce: Artificial Intelligence Trends Shaping the Future of Retail in 2025," 2025.
[7] Bloomreach, "AI for Ecommerce: How It's Transforming the Future," 2024.
[8] Keymakr, "Using AI for Demand Forecasting in E-commerce," 2024.
[9] Master of Code, "Generative AI in Retail: Use Cases with Real-Life Examples," 2024.
[10] SellersCommerce, "AI In ECommerce Statistics (2025)," 2025.
[11] Quinengine, "Calvin Klein drives 32x ROI offering timely payment flexibility and targeted incentives," 2024.
[12] Sand Technologies, "From Investment to Impact: A Practical Guide to Measuring AI ROI," 2024.
[13] Appinventiv, "How Machine Learning is Shaping eCommerce - 10 Benefits, Use Cases, Best Practices," 2024.
[14] Bloomreach, "Measuring ROI of Machine Learning in Ecommerce," 2024.

The Business Case for AI Implementation in E-commerce

Read the first article in our series: [The Business Case for Systematic AI Implementation in Ecommerce](https://pomegranate.co.uk/articles/the-business-case-for-ai-in-ecommerce?utm_source=owned&utm_medium=website&utm_campaign=ai_readiness)

The global AI-enabled ecommerce market is expected to reach **£16.8 billion by 2030**, growing at a CAGR of 15.7%¹. Behind these impressive numbers are real-world applications that are reshaping customer experiences and business operations alike.

Machine learning (ML) is one of the artificial intelligence applications that are driving the most significant transformations in e-commerce and revolutionising how we shop online.

Companies leveraging machine learning report an average revenue increase of 10-12%, with AI projected to enhance profitability by **59% by 2035**² supporting measurable improvements across:

- product performance
- supply chain accuracy
- customer satisfaction

***But what makes machine learning so transformative for ecommerce?***

Unlike traditional programming, machine learning (ML) systems learn from owned data, continually improving their performance without explicit programming. This continuous commitment to self-improving quality makes ML uniquely suited to tackle ecommerce's most persistent challenges.

## Machine learning applications revolutionising ecommerce

### Personalised product recommendations

Perhaps the most visible ML application in ecommerce, recommendation engines analyse customer behaviour, purchase history, and preferences to suggest relevant products, services or experiences. These systems typically use two approaches:

- **Content-based filtering**: Analysing a customer's purchase and browsing history to recommend similar products
- **Collaborative filtering**: Suggesting products purchased by users with similar buying patterns

The results speak for themselves: Sweaty Betty, a UK activewear retailer, saw a 62% increase in revenue after implementing AI-powered recommendation quizzes, accompanied by a 52% rise in items per transaction and a 57% higher average order value³.


### Dynamic pricing optimisation

Ever wonder why prices seem to fluctuate on e-commerce sites? That's ML at work. Pricing algorithms analyse competitive pricing, customer behaviour, inventory levels, and market trends to adjust prices in real-time for maximum profitability.

Online retailers using ML for dynamic pricing have reported profit margin increases of 5-10% by analysing factors like current market demand, competitor pricing, customer price sensitivity, and inventory levels⁴.

![Woman checking website performance on desktop](https://pome-backend.fra1.digitaloceanspaces.com/0d6cbc1450a15213393f32494d12043b.png)

### Intelligent search and product discovery

Traditional keyword search is being replaced by ML-powered search engines that understand natural language queries, recognise customer intent, and deliver contextually relevant results.

Sephora's AI-based visual search allows customers to upload a photo to find matching products. Shoppers can snap a picture of a lipstick shade or foundation and immediately see matching products – significantly improving conversion rates and customer satisfaction⁵.

### Inventory and demand forecasting

Perhaps the most impactful behind-the-scenes application, ML algorithms process historical sales data, seasonal trends, external events, and market indicators to predict future demand with unprecedented accuracy.

According to McKinsey, retailers using AI-powered demand forecasting have reduced out-of-stock incidents by up to 65% while decreasing inventory costs by 10-15%⁶. In an era of supply chain disruptions, this capability has become invaluable.

## Implementation challenges and practical solutions

Despite the clear benefits, implementing ML in ecommerce isn't without challenges:

### Data quality and management

ML models are only as good as the data they're trained on. Poor quality, inconsistent, or insufficient data leads to inaccurate insights.

Solution: Implement robust data governance policies, create processes to clean and validate data, and establish enterprise data warehouses that combine data from various sources⁷.

![Man looking at data](https://pome-backend.fra1.digitaloceanspaces.com/6e45ec03b66fe466cf46b332c59a1768.png)
### Integration with existing systems

Integrating ML solutions with legacy ecommerce platforms can be complex and disruptive.

Solution: Use APIs and modular approaches to connect ML models with current systems, implement incrementally rather than replacing entire systems, and consider cloud-based ML services that offer pre-built integration capabilities⁸.

### Talent and expertise gaps

Finding and retaining skilled data scientists and ML engineers is difficult and expensive.

Solution: Partner with specialised AI service providers [like us](https://pomegranate.co.uk/contact?utm_source=owned&utm_medium=website&utm_campaign=ai_readiness), invest in training existing staff, and consider pre-built AI-powered solutions for common use cases⁹.

## Conclusion

Machine learning is one of the strategic ways an ecommerce business can leverage AI to understand customers better, merchandise products effectively, manage inventory efficiently, and optimise operations for growth.

As ML technology continues to evolve, ecommerce businesses that strategically implement these solutions will be best positioned to deliver exceptional customer experiences, optimise operations, and drive sustainable growth in an increasingly competitive digital marketplace.

If you're looking for an AI provider or partner who can support your e-commerce business, please [reach out to our team for a free consultation](https://pomegranate.co.uk/contact?utm_source=owned&utm_medium=website&utm_campaign=ai_readiness).

Catch up on our previous article: [The Business Case for Systematic AI Implementation in Ecommerce](https://pomegranate.co.uk/articles/the-business-case-for-ai-in-ecommerce?utm_source=owned&utm_medium=website&utm_campaign=ai_readiness)

## References

[1] Masterofcode (2024) 'Generative AI in Retail: Use Cases with Real-Life Examples'.

[2] SellersCommerce (2025) 'AI In ECommerce Statistics (2025)'.

[3] Algolia (2024) 'Generative AI in ecommerce: potentially huge ROI booster'.

[4] AMZScout Blog (2025) 'ECommerce Statistics and Facts for 2025'.

[5] LinkedIn (2024) 'The Impact of Generative AI on Ecommerce'.

[6] Ufleet (2025) '10 AI Trends That Will Revolutionize E-Commerce in 2025'.

[7] SwiftERM (2024) 'The Challenges Of AI For Ecommerce - SwiftERM AI Technology'.

[8] Digital Commerce 360 (2025) 'AI's transformative ecommerce role: What to expect in 2025'.

[9] BigCommerce (2025) 'How Ecommerce AI is Transforming Business in 2025'.

[10] Multichannelmerchant (2024) 'Practical Machine Learning: Using Data to Optimize Inventory Forecasting'.

Online Shopping with machine learning How Machine Learning is Revolutionising E-commerce Practical Applications and Real Results  

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How Machine Learning is Revolutionising E-commerce: Practical Applications and Real Results

With recent advancements in artificial intelligence (AI), technology has made significant strides across various industries, particularly in the realm of white goods. In this article we’ll take a look at how AI is helping to not only redefine smart appliances functionalities but also establish new standards for user interactions and satisfaction in UX.

**Adaptive Learning**

Smart appliances equipped with adaptive learning algorithms analyse user behaviours and preferences over time. From the temperature settings in a smart oven to the water usage patterns in a washing machine, these appliances learn and adapt to individual user needs, creating a highly personalised and intuitive UX. Users can **enjoy a seamless and tailored experience without the need for constant manual adjustments.**

**Energy Efficiency for Sustainable and Cost-Effective UX**

Another benefit of smart appliances is that it  can automatically adjust settings based on real-time energy pricing or usage patterns, offering users an eco-friendly and economically sound experience. This allows for both, **increased sustainability and cost-effectiveness for clients based on their situation.** The transparent communication of these features contributes to a positive UX by aligning with users' values and expectations.

**Proactive Maintenance Ensuring Reliability**

From a UX perspective, the reliability of smart appliances is significantly improved through AI-driven predictive maintenance. By continuously monitoring their own performance, these appliances can detect potential issues before they escalate. Users receive timely alerts, creating a sense of trust and dependability in the UX. This proactive approach **minimises disruptions and ensures a smoother overall user journey.**

**Remote Control and Monitoring Enhancing Convenience**

With dedicated mobile apps or voice-activated virtual assistants, users can seamlessly manage their appliances from the comfort of their smartphones or smart speakers. This level of convenience not only **streamlines daily tasks** but also transforms the way users interact with their household tools.

For instance myQ, a global leader in smart garage access technology, allows users to use their smart device to open their garage doors remotely. Although this automation improved daily tasks for customers, we discovered that a perceived complexity in the setup process deterred potential users from connecting to the myQ app. By **streamlining the customer journey and incorporating clear indicators,** we helped to significantly alleviate these concerns. Emphasising the crucial role of user experience (UX) in not only improving usability but also helping to increase adoption rates.

**Conclusion**

As pioneers in UX design, our company understands the key to unlocking the full potential of UX in smart appliances. Just as the myQ app has redefined the garage experience, our expertise in UX design can redefine how users interact with and navigate the digital landscape, making websites/apps not just platforms but seamless, and indispensable elements of modern e-commerce. 

If you would like to find out more on how we’re employing this technology, [talk to us here.](https://pomegranate.co.uk/contact)


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Shaping Smart Appliance Adoption with AI and UX

## The consumer health digital experience crisis hiding in your data

When we look across the consumer health landscape, the market is buoyant. _But is it healthy?_

On the surface, it's certainly thriving: the global dietary supplements market reached [$192.65 billion in 2024 and is projected to grow to $414.52 billion by 2033](https://www.grandviewresearch.com/industry-analysis/dietary-supplements-market-report). 

But look closer, and you'll find some worrying signs hidden in the metrics: [e-commerce cart abandonment rates top 70%](https://baymard.com/lists/cart-abandonment-rate); supplement subscription models commonly experience [monthly churn rates of 5–8%](https://www.peasy.nu/blog/subscription-analytics-for-vitamin-and-supplement-brands). These are not the markers of rude health; they're symptoms of expectation failure - and that’s what we’re breaking down today.

## What is expectation failure?

Expectation failure occurs when the experience customers anticipate doesn't match the one they receive — whether on a website, in an app, or through an e-commerce platform. When that gap opens up, they vote with their feet, and engagement plummets.

Happily, expectation failure is a treatable condition. In this blog series, we'll explore how behavioural science gives us a clear, evidence-based framework for diagnosing expectation gaps and restoring digital health across every touchpoint.

## People arrive with expectations long before they interact with your digital experience
We may like to think customers land on our digital channels with an open mind and wallet, but in reality, they arrive with expectations shaped by marketing messages, peer recommendations, and their wider digital experiences.

Expectation Confirmation Theory (ECT) tells us that users form beliefs about usefulness, effort, credibility, and benefits long before they engage with a product. When reality doesn't live up to those beliefs, a gap opens — and it's particularly visible in the UK supplement market, where [76% of adults take supplements, yet 52% find supplement information confusing and only 35% consistently read labels](https://www.which.co.uk/news/article/are-you-supplementing-safely-a3f390R84ZGF). That's a motivated population actively looking for clarity, reassurance, and guidance — _but not often finding it._

>**Bimuno knew this gap well.** Their prebiotic supplements were scientifically sound, but clinical language was quietly creating distance. Words like "stomach" weren't landing — customers needed "tummy." Through audience research and behavioural segmentation, we identified the language barriers and rebuilt their digital ecosystem around accessible, relatable messaging. The result: a **61% increase in sales within six months**.

## When expectations fail, digital engagement drops immediately

Timing plays a crucial role in ECT. If the functionality, performance, or value a user expects isn't delivered early enough, they abandon their journey before any behavioural intervention can take effect.

It's a pattern that repeats across consumer health. Brands attract strong initial interest — high traffic, high intent, high curiosity — but struggle to convert that early energy into long-term digital health. In the UK, [4 in 10 consumers now buy their supplements online](https://www.openborder.com/blog/charting-the-uks-supplement-ecommerce-surge). Yet online supplement retail growth sits at a [modest 3.9% CAGR](https://www.ibisworld.com/united-kingdom/industry/online-vitamin-supplement-retailing/14644/).

_Brands are attracting visitors. They're just not keeping them._

If you're seeing a gap between initial engagement and long-term adherence, or if 'unmet expectations' is surfacing as a leading cause of voluntary cancellation, it's time to formulate a treatment plan.

[_Read how to turn data into decisions in Blog 2 →_](https://pomegranate.co.uk/our-blog/how-behavioural-insights-drive-growth-in-consumer-health)

## Behavioural mechanisms sustain long-term use, but only after expectations are met

Expectations get customers through the door, but behavioural design locks them in. Two mechanisms are particularly well evidenced here:

**Habit formation** depends on steady repetition and takes a median of [59–66 days to establish](https://www.mdpi.com/2227-9032/12/23/2488), which means customers need to stay engaged long enough for the behaviour to stick.

**Specific personalisation** speaks directly to a person's needs and preferences, giving them a reason to return. And it works: [69% of supplement users](https://www.crnusa.org/newsroom/crn-survey-shows-consistent-supplement-usage-increase-specialty-product-use-over-time) say a personalised regimen matters to them, and [71% show loyalty](https://www.crnusa.org/newsroom/crn-survey-shows-consistent-supplement-usage-increase-specialty-product-use-over-time) to the brands that deliver it.

When these mechanisms come together, they strengthen a brand's stickiness across every touchpoint — but only if initial expectations have already been met. Brands therefore need to win in both the immediate **Expectation Window** (the first moments of interaction) and the longer-term **Behaviour Window** (the sustained engagement phase) if they want customers to stay and pay.

[_Next: Learn how behavioural data drives growth in Blog 2 →_](https://pomegranate.co.uk/our-blog/how-behavioural-insights-drive-growth-in-consumer-health)

## What consumer health brands can do next

Expectation failure is the underlying condition that weakens every other behavioural mechanism. Leave it untreated, and the entire digital journey is at risk. Brands need to act like seasoned clinicians: diagnose expectation gaps, assess root causes, and intervene before disengagement becomes chronic.

That starts with a full audit of every digital touchpoint — checking whether the promises you make match the experiences you deliver, and building behavioural scaffolding from day one. When expectation aligns with experience, you create the conditions for long-term digital health.

_This is part one of our four-part series on behavioural science in consumer health._

[_Continue to Blog 2: From Data to Decisions →_](https://pomegranate.co.uk/our-blog/how-behavioural-insights-drive-growth-in-consumer-health)




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Expectation Failure: Why consumer health customers abandon their digital journey (And how to fix it)

AI integration is becoming commonplace across businesses, whether being utilised as a note-taker in meetings or a chatbot on websites. Despite some companies choosing to experiment with the tool, there is a large amount of scepticism surrounding AI. Coverage in the international news chooses to highlight the potential risks of AI tools, such as increased redundancy due to the elimination of human workers. 

![Group 626159.png](https://pome-backend.fra1.digitaloceanspaces.com/ea2b4ce9d141f568bbcc1dd5c0a7baae.png)

Consequently, we’re seeing businesses feeling paralysed when it comes to AI, torn between the exciting opportunities and the potential risks.
 
However, it's crucial to recognise rather than completely disrupting your business, **AI has the potential to complement existing strategies and enhance customer experiences.**

In an attempt to make this subject more relatable to your business, we have been exploring the capabilities of AI within AI-powered Assistants designed to support and enhance your business strategy.

At a glance, it may be difficult to discern between old chatbots and AI-powered Assistants - particularly if you’re going solely by user interface. The main contrast is the ‘brain’ behind the interface, and its ability to understand complex customer enquiries to formulate a helpful response. 

Our in-house AI team have built a working prototype of this tool to demonstrate how it could be applied to a B2C site such as Fenty Beauty. 

[![Screenshot 2024-03-26 at 11.42.59.png](https://pome-backend.fra1.digitaloceanspaces.com/415a603bedbf693fee15fd1d878ec7f5.png)](https://pomegranate.co.uk/webinars/conversational-interfaces-webinar?utm_source=linkedin&utm_medium=carousel&utm_campaign=pome)

[Take a closer of look at this example in the webinar](https://pomegranate.co.uk/webinars/conversational-interfaces-webinar?utm_source=linkedin&utm_medium=carousel&utm_campaign=pome)

The AI Assistant can easily interpret a customer’s query and provide an **‘Add to Basket’ option for a recommended product** while responding using Fenty’s tone of voice. It is then able to take this one step further, by allowing the customer to quickly navigate using **picture recognition** to recognise skin tone and make recommendations for appropriate products. These features combined, provide the customer with the **full sales experience**, even providing information on the refunds and return policies, completing the sales experience they would hope to get in store. 

And companies such as Klarna have already seen promising results with the tool being able to handle between 2-3 million conversations during its launch phase, **doing the work of approximately 700 full-time agents**. This ultimately led to a 25% reduction in repeat customer service enquiries.

With success like this, there’s no doubt that the **use of AI Assistants will proliferate over the coming years** - and it’s not just large organisations that will capitalise on this trend. With SMEs being more agile and not being tied down to legacy technology, we foresee they will be able to quickly become leaders in the space. There's a great opportunity here for companies to get on-boarded quickly and set customer expectations in this new emerging technology. 

If you’d like to hear about this in more detail, we have recently hosted a webinar Beyond the Bot: How AI is Changing the Website Experience discussing this technology including some additional examples of application into B2B and B2C businesses and discussing the key considerations for companies looking to get started with AI. 

[Watch it here](https://pomegranate.co.uk/webinars/conversational-interfaces-webinar?utm_source=linkedin&utm_medium=carousel&utm_campaign=pome) or get in touch today.


Beyond the Bot: How AI is Changing the Website Experience

_Duncan Thomas, Co-Founder, CEO and Head of Innovation at Pomegranate_

Most consumer health brands treat a weak conversion curve as an evidence problem, and answer it with more proof. But the reality is that evidence doesn’t create the decision to buy; it only gives the customer permission to act on a decision already forming, which is why the same clinical trial reassures one buyer at the point of commitment and reads as a sales pitch to another three clicks earlier. In this blog, Duncan Thomas, Founder of Pomegranate, breaks down what that means in practice.

>The problem is rarely the strength of your evidence, it’s where that evidence sits, and the costliest gap of all comes after purchase, where 51% of consumers have already walked away from a product they couldn’t tell was working

### In this article
- What a 1981 BMJ study proves about branded evidence
- The five types of proof in a consumer health journey
- How buyer motive changes the evidence you need
- Why half of UK consumers stop using a health product
- Do certifications and seals do the work on their own?
- Why sequence matters more than the strength of your evidence

The consumer health industry has never held more proof. Published trials, USP seals, NSF certifications, practitioner endorsements, traceable supply chains. Yet conversion curves and month-three churn tell a different story. The problem is rarely the evidence itself. It is a misunderstanding of what evidence actually does in a buying journey.
Here is the position we want you to test against your own funnel: proof does not persuade; it permits. The decision to buy a health product forms emotionally, from desire, identity and hope. Evidence does not create that decision. It removes the barrier to acting on a decision already in motion. Deploy it before desire exists, and you trigger scepticism. Withhold it at the moment of commitment, and the purchase quietly dies. 

_Most brands do not have a proof problem. They have a proof application problem._

## What a 1981 BMJ study proves about branded evidence

In 1981, the British Medical Journal published a [study](https://pmc.ncbi.nlm.nih.gov/articles/PMC1505530/) by Branthwaite and Cooper that should be pinned above every consumer health marketer’s desk. Women with headaches were given branded or unbranded tablets, containing either a real analgesic or nothing at all. Branded tablets significantly outperformed identical unbranded ones, and the branding effect was strongest in the placebo group. The researchers attributed it to confidence: belief in the brand produced measurable relief.¹ 

The context around the evidence changed how the product actually felt. Proof is an experience, and its effect depends on the emotional state the customer is in when they meet it.

![Branded vs unbranded pills: branding eased pain](https://pome-backend.fra1.digitaloceanspaces.com/7c581f8b887af8fe377a173555576b8d.png)

## The five types of proof in a consumer health journey

Proof is not a message. It is an architecture. Our own research confirms this is not a historical curiosity. In the [consumer health trust study](https://hubs.li/Q04z35LD0) we published this year, the three top factors when choosing a new health product sat almost level: evidence of tangible health benefits (49.5%), positive reviews from other users or someone they know (44.7%), and clear scientific evidence such as clinical trials (44.1%).²  These are not three separate demands. They are three forms of the same question, asked by different people in different emotional states: will this work for me?

_The consumer health trust study is self-reported, from a paid panel of 188 digitally active UK consumer health users aged 18 to 44._

This is why proof cannot be one thing deployed at one moment. Across the customer journey, it does at least five distinct jobs, and the type, dose and format must change at each:

- **Ambient proof** works early, before the customer has consciously asked whether you are legitimate. Headline signals only: a seal, a practitioner association, visible adoption.
- **Acute proof** works at product selection, the true permission moment, where the mechanism, the study and the differentiator earn their place.
- **Trial proof** lowers the risk of first commitment.
- **Self proof** helps the customer feel the product working after purchase.
- **Adherence proof** keeps reinforcing the choice until the behaviour becomes habit.

![Health consumer journey: five stages to adherence](https://pome-backend.fra1.digitaloceanspaces.com/73449824a17c7aef2070517d22f92e83.png)

Three strong operators weight this architecture differently:

[Thorne](https://www.thorne.com/company/strategic-collaborations) builds through a cascade of institutionally respected sources, anchored by a Master Clinical Study Agreement with Mayo Clinic and trust from more than 46,000 healthcare professionals.³

[Momentous](https://www.livemomentous.com/blogs/all/nsf-certified-for-sport-explained) plays the elite validation game: patented, clinically studied ingredient forms, NSF or Informed Sport certification across the range, a named scientific advisory bench, and partnerships spanning more than 175 professional and collegiate sports programmes.⁴

[DR.VEGAN](https://www.drvegan.com/pages/money-back-guarantee) plays a different role in the architecture: trial proof. Its money-back guarantee isn’t one-size. The refund window varies by product, calibrated to how long that formula is expected to take to deliver a benefit, so the risk period matches the body’s actual timeline rather than an arbitrary industry standard.⁵

All three are superb at granting permission. But none of them creates desire with evidence. Desire comes from somewhere else entirely, and the smartest brands know it.

## How buyer motive changes the evidence you need

Proof also needs to match why the customer is buying, not just where they are in the journey. Get this wrong and the same evidence either works or backfires, depending on the motive it meets.

![Three buyer types need volume, precision or depth](https://pome-backend.fra1.digitaloceanspaces.com/71cdba12385f8fa72f7b82f8346040a9.png)

**The aesthetics buyer**, buying to look good, wants volume: reviews, testimonials, safety in numbers. Serve them a meta-analysis, and you create friction where none existed.

**The proactive optimiser**, engaged with the evolving science and playing deliberately with their own biology to protect quality of life, wants depth: trials, mechanisms, the provenance of the science. Serve them five-star reviews, and they’ll assume you have nothing stronger to offer.

**The customer resolving a health condition** sets the bar highest of all. The stakes are personal and the risk of getting it wrong feels real, so volume and mechanism explanations aren’t enough on their own. This buyer wants precision: which trial, on whom, at what dose, and ideally some practitioner-level signal standing behind it. Thin proof here doesn’t just fail to reassure. It reads as the brand not taking the condition seriously.

The same product and the same evidence base can serve all three. The proof either permits or blocks, depending on the motive it meets. You can’t sequence proof correctly until you’ve diagnosed the desire it has to serve.

## Why half of UK consumers stop using a health product

Only 37% predicted that a lack of results would be the thing to break their trust. Yet 51% told us they had, at some point, already stopped using a health product because it failed to deliver results.² Outcome disappointment is the most under-feared exit trigger in the [dataset](https://hubs.li/Q04z35LD0), and it is where supplement economics quietly bleed out.

![37% predicted trust loss; 51% stopped using it](https://pome-backend.fra1.digitaloceanspaces.com/55ed39886cff78e720fc8f59326b5236.png)

The reason is structural. Most supplement benefits are cumulative, subtle and invisible. As one of our street interview participants put it: _"If you can actually feel what it does! That’s the key thing, you know it’s working."_ And the silent churn version, from another: 

>Sometimes I feel like it doesn’t do anything to me, and I’m like, okay, maybe I should not be taking it. 
-Pomegranate street interviews, January to March 2026-Pomegranate street interviews, January to March 2026

_This is where the most sophisticated proof in the journey lives, and in our experience almost nobody designs for it._

The science here is remarkable. In [Ted Kaptchuk’s landmark trial](https://pmc.ncbi.nlm.nih.gov/articles/PMC3008733/), patients were told plainly that their pills contained no active medication, but that pills like these had been shown in prior research to trigger real, measurable improvement through the body’s own response to expectation and ritual.⁶ The ritual of taking the pill, and the expectation it creates, produced a genuine physiological response even though the patient knew there was no drug inside it. Knowing the truth did not cancel the effect. Patients still reported significant symptom improvement, a result since confirmed across other conditions by meta-analysis.⁷ _Honest information about how expectation affects the body turned out to be, in itself, a kind of active ingredient._

We applied this principle with Bimuno, a prebiotic whose effect cannot be directly seen or felt. The work was not to assert efficacy harder but to narrate it: telling customers what the science shows is happening inside the body at each key stage, using visual mechanics that connect the brain to physiological change it cannot otherwise perceive. Self-proof is proof the customer generates. It converts a claim into an experience, and experience is what survives month three. 

![Bimuno free trial customer journey map across web, email and offline](https://pome-backend.fra1.digitaloceanspaces.com/0ae447be5f2aab14a641ed16985c491a.png)

## Do certifications and seals do the work on their own?

The objection we hear most from CMOs runs like this: customers cannot read a clinical paper anyway, an FDA approval or NSF seal is all they look for, and new evidence is slow and expensive. Every part of that observation is correct, and yet the conclusion drawn from it is wrong.

The badge working without being read is not evidence that proof does not matter. It is evidence that _proof functions as permission, not persuasion_. Certifications and seals do real work for brand perception even when most buyers never examine what stands behind them.⁸

But the badge only works for the first purchase. At week six, when the customer feels nothing, they quietly stop buying.

Evidence can also go stale. We have worked with a pharma brand holding a genuinely rare regulatory approval whose conversion still flattened. The evidence was true. It just was not current any more. Where practitioners are part of your advocacy, proof has to stay current or it stops doing its job.

The real cost to most brands isn’t running new trials. It’s failing to place the proof they already have at the right moments.

Our [research](https://hubs.li/Q04z35LD0) puts the commercial stakes plainly: 85.6% of consumers will pay more for a brand they trust, while 79.3% grow sceptical the moment a brand feels aggressively sales-led. Consumers told us, in their own words, to establish value and trust first, then sell. They are asking for the right order. Almost nobody is giving it to them.

![Your evidence is impeccable. So why isn’t it converting? Image 5.png](https://pome-backend.fra1.digitaloceanspaces.com/e48faa29b302cef9695476490df0590d.png)

## Why sequence matters more than the strength of your evidence

Proof is critical, but the sequence cannot be ignored. Efficacy will only become more important as customer cynicism rises. But efficacy alone earns nothing. What determines whether your evidence converts is whether it is _accessible when the customer needs it_, _understandable in a form they can feel_, and _positioned at the right moment_, in the right format, in the right emotional state.

That discipline is the piece almost every consumer health brand ignores, because it lives not in the evidence library but in the design of the experience.

Most brands miss this twice over. They under-design where and how proof markers actually appear, and they ignore the value sitting inside the trial and the onboarding period, where data gathered from the customer can be fed straight back to them, reinforcing belief in the effect as it happens through their website, marketing automations and digital marketing.

>You have spent years and millions proving your product works. Have you spent anything helping your customer feel ‘permitted’ to believe you?

If you want to improve the design of your customer permission journey, and develop your relationships around sustainable trust, [let us show you](https://pomegranate.co.uk/contact) the new realm of experience design.


###### References
###### 1. Branthwaite, A. and Cooper, P. (1981). Analgesic effects of branding in treatment of headaches. British Medical Journal, 282(6276), 1576 to 1578.
###### 2. Pomegranate (2026). Building Trust in Consumer Health. Survey of 188 digitally active UK consumer health users aged 18 to 44, recruited via paid panel, fieldwork January to March 2026. Self-reported and recalled data, not nationally representative.
###### 3. Thorne and Mayo Clinic Master Clinical Study Agreement (2014 to present); practitioner figures per Thorne press materials.
###### 4. Momentous certifications and partnership figures per Momentous and Business Wire (2024).
###### 5. DR.VEGAN money-back guarantee, tiered by product to expected time-to-benefit; per DR.VEGAN guarantee policy.
###### 6. Kaptchuk, T.J. et al. (2010). Placebos without deception: a randomized controlled trial in irritable bowel syndrome. PLoS ONE, 5(12), e15591.
###### 7. von Wernsdorff, M. et al. (2021). Effects of open-label placebos in clinical trials: a systematic review and meta-analysis. Scientific Reports, 11, 3855.
###### 8. Carpenter, G.S., Glazer, R. and Nakamoto, K. (1994). Meaningful brands from meaningless differentiation: the dependence on irrelevant attributes. Journal of Marketing Research, 31(3), 339 to 350.


The full research into how UK consumers judge evidence and why they stop buying, plus the case study of a brand that fixed it. Use it to audit where your own proof is failing.

See what proof you’re missing

Friends laughing as they hang from a sunny wall

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Your evidence is impeccable. So why isn’t it converting?

Businesses are constantly seeking innovative ways to enhance customer satisfaction and loyalty. One such way that has been gaining momentum is Customer Experience Artificial Intelligence (CX AI). This cutting-edge technology promises to **revolutionise how businesses interact with their customers, offering personalised experiences and streamlined processes like never before.** However, the successful integration of CX AI relies not only on the readiness of your businesses but also on the readiness of your customers. 

In this article, we explore the potential of customer experience AI and offer strategies to ensure your customers are ready to embrace it.

### Understanding Customer Experience AI

Customer Experience AI encompasses a range of technologies, including everything from chatbots and virtual assistants, to sentiment analysis and predictive analytics, all aimed at enhancing the customer journey. By using vast amounts of data and sophisticated algorithms, **AI systems can anticipate customer needs, provide real-time assistance, and deliver personalised recommendations,** ultimately fostering deeper engagement and loyalty.

### Benefits of customer experience AI for Businesses and Customers

For businesses, the adoption of customer experience AI brings numerous advantages, including **increased operational efficiency, cost savings, and the ability to scale personalised interactions like never before.** By automating routine tasks and providing intelligent insights, AI enables companies to deliver seamless experiences across various touchpoints, driving customer satisfaction and retention to new all time highs.


While the potential of  AI is immense, its successful implementation hinges on customer acceptance and adoption. Here are some strategies to prepare your customers for the era of CX AI:

**Educate and Communicate:**

- Create targeted educational materials tailored to different customer segments, addressing their specific needs and concerns.
- Utilise multiple communication channels such as email newsletters, social media, and in-app notifications to disseminate information about AI initiatives.
- Host webinars or workshops to provide hands-on demonstrations and Q&A sessions, allowing customers to interact directly with AI tools and experts.

**Demonstrate Value:**

- Conduct pilot programs or beta tests to allow select customers to experience the benefits of CX AI firsthand before full-scale implementation.
- Share case studies and testimonials from early adopters to illustrate tangible outcomes and ROI generated through AI adoption.
- Provide interactive simulations or virtual tours showcasing how AI will enhance various aspects of the customer journey, from discovery to post-purchase support.

**Ensure Transparency:**

- Develop easily accessible privacy policies and data usage guidelines, written in clear, non-technical language, to reassure customers about the responsible use of their personal information.
- Enable customers to review and update their privacy preferences regularly, empowering them to exercise control over the collection and use of their data.


**Gather Feedback and Iterate:**

- Receive feedback from customers at various touchpoints throughout their journey with AI, using surveys, feedback forms, and sentiment analysis tools to capture insights.
- Actively monitor customer satisfaction metrics and usage analytics to identify areas for improvement and prioritise enhancements based on customer feedback.
- Engage customers in co-creation initiatives, inviting them to participate in ideation sessions or focus groups to co-design future iterations of AI solutions.


**Emphasise Human Touch:**

- Train or fine-tune AI-powered chatbots and virtual assistants to seamlessly escalate complex inquiries to human agents when needed, ensuring a smooth transition between automated and human-assisted support.
- Personalise interactions by integrating human elements such as empathy, humour, and cultural sensitivity into AI-generated responses, enhancing the overall customer experience.
- Offer hybrid support options that combine the efficiency of AI-driven automation with the empathy and expertise of human representatives, providing customers with the best of both worlds.

As businesses continue to invest into customer experience AI technologies, preparing customers for this shift is paramount. By using the steps above as a starting point, you can help show customers the value of AI. If you would like to find out more contact our [experts here](https://pomegranate.co.uk/contact)

If you're interested in the full AI Readiness experience, join us on June 20th at 12:30 GMT+1 for our "AI Ready or Not" webinar. We'll cover everything you need to know to advance your AI journey. [Sign up here](https://content.pomegranate.co.uk/ai-ready-or-not-webinar)

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Preparing your Customers for the future of AI

The digital landscape is continually evolving, with younger audiences reshaping the way they search for information online. [Recent trends show a significant shift from traditional search engines like Google to social platforms such as TikTok and Instagram.](https://techcrunch.com/2022/07/12/google-exec-suggests-instagram-and-tiktok-are-eating-into-googles-core-products-search-and-maps/) This change is not just a fleeting trend but a fundamental shift in how customers are engaging with digital content, particularly when searching for specific types of information.

### Understanding the Shift: Why TikTok and Instagram?

Younger audiences, particularly Gen Z, are moving towards TikTok and Instagram for various reasons:

1. **Visual Appeal**: Social media platforms like TikTok and Instagram cater to the preference for visual content, making them ideal for searches related to fashion, travel, and lifestyle. Google have disclosed that **40% of Gen Z prefer searching on TikTok or Instagram over Google** for these categories.
2. **Peer Influence and Authenticity**: Gen Z values authenticity, and they trust peer recommendations more than traditional search results. **86% of Gen Z say they trust influencers' recommendations** on these platforms . This trust drives them to use TikTok and Instagram for more personalised and relatable search experiences.
3. **Community and Trends**: TikTok and Instagram thrive on trends and community-driven content. This dynamic environment keeps users engaged and coming back for more. According to Google’s own research, **nearly 50% of Gen Z turn to TikTok for product recommendations and local discoveries** .

### The Changing Customer Journey

These trends highlight a broader shift in the customer journey, emphasising the need for businesses to adapt their digital strategies to meet consumers where they are. This is where Pomegranate’s expertise becomes invaluable. Our **insight-driven digital experiences** and **behavioural science** approaches allow us to create connected, multi-channel marketing campaigns and digital experiences that engage audiences across the relevant platforms for your target audience.

### Leveraging Insights for Better Engagement

Understanding platform-specific trends and behaviours is crucial for businesses aiming to capture this audience. For example, knowing what content works on TikTok or Instagram can guide your marketing strategy to be more effective and resonate with younger demographics.

### Looking Ahead

As the digital landscape continues to shift, businesses must remain agile, adapting to the changing nature of customer journeys. TikTok and Instagram are not just social media platforms; they are becoming essential tools in the consumer's search. By understanding and leveraging these shifts, businesses can create compelling digital experiences that resonate with today’s audiences.

At Pomegranate, we’re here to help you navigate these changes with innovative, data-driven strategies. We’d love to discuss this further, reach out to us via [email](mailto:jessica.m@pomegranate.co.uk) to continue this conversation and how we can support your business in this evolving environment.

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Gen Z and the Evolving Keyword Search Journey

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.

![Haribo.jpeg](https://pome-backend.fra1.digitaloceanspaces.com/202931b99d648235c86160f3d43bcd5d.jpeg)

### 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. 

![Screenshot 2022-06-21 at 16.38.07.png](https://pome-backend.fra1.digitaloceanspaces.com/20035ec758b9653eac2259ac39374ae1.png)

### 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

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.

![shutterstock_745137418.jpg](https://pome-backend.fra1.digitaloceanspaces.com/0ad473a49a9701aa6db8a5502bcfcca3.jpg)

### **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.

![Facebook.webp](https://pome-backend.fra1.digitaloceanspaces.com/94fd4a04c24c0b0068bf8712c75e6101.webp)

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.

![Screenshot 2022-06-21 at 15.52.13.png](https://pome-backend.fra1.digitaloceanspaces.com/615eab16d1e33f7bcecc84d99e5d0bc3.png)

**###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?**

![E02584187-Google-GMP-Future-of-Analytics-B.max-1000x1000.png](https://pome-backend.fra1.digitaloceanspaces.com/b9707eb8359b811cce421a71ba392fd8.png)

### 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

![Google_Analytics_new_reporting.gif](fra1.digitaloceanspaces.com/pome-backend/6e9f0d2a1a52dca9ada3e14abb3b0032.gif)

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?

Vitl, a UK-based startup producing personalised vitamins, which has considerable growth potential, but to achieve this we felt they needed to better understand their market landscape and refine their marketing strategy. 

Personalisation, a topic that has exploded across all industries in recent years, but particularly in the health and wellness industry. Companies are now using the personalised angle to provide consumers with products that fit perfectly for them - a significant competitive advantage to better meet the needs of their customers.  

[Vitl,](https://vitl.com/) a UK-based startup producing personalised vitamins, is one those companies. It has a considerable growth potential, but to achieve this we felt they needed to better understand their market landscape and refine their marketing strategy. 

Using our proprietary Market Matrix technology, we quickly understood who Vitl’s core competitors are, and how they could capture unrealised market opportunities to find an ideal market niche.

By collecting historical data from 1,300 web pages on core competitors, we were able to peek into the past of rivaling companies to identify trends for the future of the Vitamin industry and generate insights which will help Vitl capture a more significant market share.

Our Web Pulse quickly established a ranking of competitors, who interestingly enough, are all based in the US, an interesting point when Vitl pulls most of its traffic from the UK. 

The least threatening three are, in order of importance, Dailygem, who are facing a downward trend of traffic, Humnutrition, and Takecareof, who outperforms the others mostly because, added to traffic from the US, they also have some popularity in Japan.

The biggest threat to Vitl is the company that the Web Pulse identified as the market leader in providing personalised vitamins: Ritual. Its traffic dwarfs Vitl, with search volume coming from the US, UK and Canada in equal measure. This is also reflected in company size and funding: Ritual has total budget of 40.5M USD, whereas Vitl has 1.3M USD in funding and more than 10 times fewer employees.

**So where is VITL’s opportunity to explode the market?**

![pome-keywords.png](https://pome-backend.fra1.digitaloceanspaces.com/978694f473acd9e96c79836118ba3d89.png)

Based on keyword usage of all competitors, multivitamins were a core marketing focus, as seen in the figure above.

Similarly, as the keyword analysis above reveals, emphasis is placed on educating the prospective customer on the benefits of consuming the products: give them all the essential nutrients they need and supporting a healthy lifestyle. The keyword analysis also highlighted a strong focus on a female audience.

Based on this, it’s essential that Vitl educate their customers on the benefits of their vitamins, emphasising the importance of daily intake (perhaps using regular communications to remind them) and to focus on a female audience, as we will discuss in more detail later.

**Sometimes fewer options are better**

Trends also highlighted that multivitamins are a far more popular product than single vitamins. From this we can learn that overcomplicating the offering can overwhelm the user by giving them too much choice, this most commonly will lead to abandonment rather than purchase. 

![pome-multivitamins.png](https://pome-backend.fra1.digitaloceanspaces.com/d975e5d817548839c1b6704ad8e892ba.png)

From this, Vitl can learn that, rather than offering choice, giving concrete packaged offerings, such as  one multivitamin - or prepackaged multivitamins for specific use cases - rather than dozens of individual vitamins, is the way to go. This is reflected by leading brands offering single vitamin products, which forcefully makes this point.

**Female focus is here to stay…**

Another interesting find is that women make up most of the audience for vitamins and nutritional supplements. This is also reflected in Google Search volume trends over time, as shown in the figure below, with women generally displaying a consistently greater interest in both vitamins and nutrition. While we can speculate as to where this gender gap comes from - perhaps this comes down to a [greater health-interest](https://www.ncbi.nlm.nih.gov/pmc/articles/PMC5033515/) and [risk aversion among women](https://psycnet.apa.org/buy/1999-13573-004?mod=article_inline). 

But it’s not just because the interest in vitamins and nutrition, related search trends for women are predominantly on tablets and supplements for hair and skin care, as well as on gummy candy, all of which are mostly purchased by female customers. 

Vitl already focuses on a female audience more so than a male one - and we think this confirms that they know their audience! 

![pome-market-opportunity.png](https://pome-backend.fra1.digitaloceanspaces.com/0fa4b76bcfe845a5ff233a6a2b038397.png)

**A Marketing Misalignment**

When comparing search volumes on vitamins and nutrition more generally, it was found that the interest in nutrition consistently and vastly outperforms that of interest in vitamins.

Historically, vitamins have been more closely associated with supplements, and nutrition is more general concern for diet and health. This may explain the greater number of people searching for nutrition over multivitamins. 

Landing pages of leading health sector companies focus very much on multivitamins rather than nutrition, a misalignment between customer needs and marketing solutions. 

Offering a product which promotes nutrition, should gain higher attraction and engagement.

![pome-landing page keyword trends.png](https://pome-backend.fra1.digitaloceanspaces.com/a78d5776c41241eb4140bc4d1d06ad8e.png)

‘Nutritional Completeness’ is a huge untapped opportunity for the health and wellbeing business! While there are already noteable companies offering products in this space, like Soylent, YFood and the UK-based market-leader Huel, the market is far from mature with plenty of growth potential.

![pome-life-multivitamins.png](https://pome-backend.fra1.digitaloceanspaces.com/a0153f5d0abc529826afe884f09b2e97.png)

**Wellbeing and preventative care**

Until recently, multivitamins have been marketed as health-promoting, rather than part of a healthy lifestyle. This has recently changed, with a wellbeing-lifestyle being the new focus point. This subtle difference marks the divide between preventative care and treatment.

We conducted a similar analysis for Precision Biotics, whereby it was apparent that probiotic products were purchased to ensure future wellbeing rather than counter current health problems. This small yet meaningful difference made a huge impact on the communications and branding that was needed to engage consumers. 

**Vitamins as part of a lifestyle**

The importance of wellbeing and preventative care to consumers is much more significant now that it ever has been, so by framing multivitamins and supplements for optimal nutrition as part of a generally healthy lifestyle, and by talking about healthy diets and fitness routines means that Vitl can connect to a wider audience, increasing outreach and building a more loyal customer base. 

**Actionable Insights for Vitl**

From a short deep dive into the world of personalised vitamins we have found a several untapped potentials that will help Vitl to grow their outreach and optimise their strategy. 

This is just a high-level look at what we achieve to help our clients better understand their audience and competitive landscape, by offering actionable insights on how they can grow and optimise their strategies to impact business success. 

[Intrigued? Get in touch today → ](https://pomegranate.co.uk/contact)


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Identifying Growth potential for Vitl. 

It is estimated that about 71% of baskets are abandoned mid-way through the shopping process - due to complicated checkout flows with unexpected costs, tedious forms and registration processes. This could be a massive blow to online stores, as it’s estimated that the e-commerce industry loses billions of sales due to basket abandonment each year.

**So what makes some checkout journeys uniquely satisfying and motivating?**

The answer could be in a framework called [Fogg’s Behaviour Model](https://behaviormodel.org/). While behaviour is incredibly complex and challenging to predict, FBM could provide us with a way to design a frictionless and persuasive online shopping experience.

The framework posits that Behaviour = Motivation x Ability x Prompt

The sweet spot is the upper right quadrant - high motivation + high ability. If someone has high motivation but low ability, we’re likely to be left with a frustrated customer. 

Alternately, low motivation with high ability could result in a reluctant customer. Someone with both motivation and the ability to complete the task is the ideal candidate for a behaviour prompt that ultimately results in a conversion.

So what does a good example of Fogg’s Behaviour Model look like? 

![pome-Fogg behaviour model.png](https://pome-backend.fra1.digitaloceanspaces.com/3255b621227dd776f35001b1a28edf03.png)

**The Amazon’s checkout process**

Right from the first Amazon promotional email to the checkout process on the website, all the relevant elements for Fogg’s Model are in place. The promotional email tailored to show products you’ve previously shown interest in acts as a motivation and a prompt. 

![pome-amazon-checkout.png](https://pome-backend.fra1.digitaloceanspaces.com/413f2dac731816f5cc7a5c4e00213d09.png)
When you click on it and get taken to the product page, you’re then able to see the images, ratings and reviews. All of these serve to increase your motivation. 

The ‘Buy Now’ button acts as the prompt, and Amazon’s checkout process ensures an effortless checkout in just a couple of clicks. 

(With certain Amazon-compatible products like an Echo device, Amazon goes 1 step further in increasing ease of use by even auto-linking the Echo device to the Amazon account for a faster setup process)

**Focusing on Ease of Use**

While most e-commerce experiences have these elements present to some degree, it highlights the need to improve the components lacking from the FBM to provide the ideal online shopping experience. 

We can anticipate that anyone entering an e-commerce website already has the motivation and some intent to purchase, thanks to well-placed marketing or various other factors. Motivation is also the most challenging factor to influence in the scenarios lacking it. 

Ability, combined with the correct prompts, is the element that is the easiest to influence in this model. Therefore, ensuring an easy, intuitive and frictionless checkout process for customers is crucial. 

So here are some tips on reducing friction and increasing ease of use. 

**The start of a checkout process**

The checkout process starts as soon as someone adds something to the basket. Therefore, one of the most fundamental design considerations is to make it exceedingly clear and obvious when an item is added to the basket. The lack of feedback through animation or a confirmation text element is a common pitfall for many e-commerce sites. 

**Who’s doing it well? Gruum:**

When you add an item to the basket, there is a sliding component that gives clear feedback that a product has been added, along with additional details such as price and quantity and the option to View Basket or Checkout.

![Checkout process Grum](https://pome-backend.fra1.digitaloceanspaces.com/52be0b51da6b6ca9ef14c080f30ba56e.gif)

**A clear display of cart contents**

Another essential consideration is ensuring customers don’t have to think hard about what we’re showing them on the website. Therefore, the checkout process must clearly indicate what items are being purchased in what quantity, style/colour/size, and includes Returns Policy and all the necessary product details.

Most importantly, we can be transparent and upfront with customers by showing prices throughout the shopping process. ‘Hidden’ fees through taxes or shipping costs are the most widely recognised pain point for customers resulting in nearly half of all shopping cart abandonment, according to the Baymard Institute.

![pome-asos-checkout.png](https://pome-backend.fra1.digitaloceanspaces.com/8a5b914f8611257afab1d6bdfef8dad3.png)


Asos has a clear checkout experience that captures all the essential details about the products selected and the costs up to this point.

**Don’t scare shoppers off.**

Many e-commerce stores expect shoppers to register for an account before completing the checkout. Forced registrations are the second leading cause of shopping cart abandonment, accounting for about 24% of all shopping cart abandonment in 2022 (Baymard Institute). 

Offering shoppers ‘Guest Checkouts’ goes a long way in creating a checkout experience that increases the ability of shoppers to breeze through the checkout process. 

![pome-reasons for abandonments.png](https://pome-backend.fra1.digitaloceanspaces.com/2b477c98e84b1fb1b955abd2a9c393c6.png)

**Conclusion**

If you are looking for ways to increase engagement and conversion on your e-commerce website or app, get in touch with us at Pomegranate. We would love to apply behavioural design to craft an addictive and engaging e-commerce experience that is [destined to convert.](https://pomegranate.co.uk/contact)


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The key to designing an addictive online checkout experience?

**So what does the future hold for interaction design?**

With the emergence of a genuinely interoperable metaverse, Apple and Google announcing their augmented reality glasses, and even breakthroughs with AR contact lenses, we live at the dawn of a new age of immersive digital experiences. Soon our digital experiences will move beyond the confines of a flat screen and appear to be situations in actual or virtual 3D space. 

As we move beyond the screen and into the world of augmented reality (AR) and virtual reality (VR), the way we interact with technology is changing. We believe that the future of interaction design may borrow heavily from video game mechanics.

When the first iPhone was released, Apple used skeuomorphic (closely resembling real objects) design principles, to bring their interface and apps to life. The alarm apps looked like a real life alarm clock, a recording app looked like a microphone recorder, and even the e-book reader looked like a bookshelf.

![1.png](https://pome-backend.fra1.digitaloceanspaces.com/7ef054d0174c542d43c1fb79186a430a.png)

Of course the world of design has moved a lot from then.

Users have learnt the affordances of new 2D flat interfaces and have acquired conceptual models for how these interactions work. But as we move into the new age of ubiquitous 3D interfaces, there is a good chance that we will look again to the real world of turning knobs, switches and buttons with a sense of physicality to them, before we move to and learn more abstract gesture based interactions. 

So what makes good interaction design? And how can we apply it effectively in the world of 3D?

**Juicy Interactions**

The idea of ‘Juicy Interactions’ originally comes from the world of game design. It describes interactions that go beyond the mundane, making something fun, playful and addictive. In gamification, you combine goals with rewards, motivations, rules and interactions that give you feedback. This feedback, is central to what makes an interaction so ‘juicy’.

There are many aspects to juicy interaction design, that need to be considered to support and provide an engaging user experience. 

![2.png](https://pome-backend.fra1.digitaloceanspaces.com/05f977ad46c29eb8264a9dc796ffabe1.png)

_Interact with our Juicy Interactions:_

**Tactile** - They feel physical, mechanical or natural. Think of what makes a fidget cube so satisfying. It is the tactility of the interactions in of themselves.

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**Inviting** - An interaction is inviting when it beckons you to interact with it some more. A button may be inviting purely from its visual design, but then when you combine it with an interesting hover state, then it begs you to click it, just to see what’s on the other side. **A tactic not to be overlooked in the purchasing journey.**

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**Repeatable** - This may seem obvious, but if you want your users to repeatedly play with an interaction, then its feedback and effects should be repeatable. 

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**Coherent** - You also want to create interactions that fit with the design of the rest of the interface, a consistent design language. If your interface is all 2D, don’t just throw in a single 3D interaction in there, unless it makes sense in the system as a whole.

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**Continuous** - Feedback should appear at the moment the users expects it, without a delay that would make it feel unnatural, and should feel continuous with the point of interaction.

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**Emergent** - Similar the previous point, the interaction should not break the user’s flow, but instead appear where it makes sense, whilst not being distracting.

**Balanced** - There needs to be a balance in feedback frequency. Both too much or too little feedback could leave the user confused. In most situations, it is best not to overdo it with direct feedback such as notifications

**Fresh** - Finally, interactions need to feel fresh rather than stale. They need to be different enough from the norm to pique one’s interest. Boring interactions aren’t juicy

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These interactions are central to experience design, because they sit at the nexus of every decision your user makes on your site or digital product. Whether they convert or not, sometimes comes down to details of the interaction itself, and how fluid their experience has been up to that point. Will the checkout experience feel effortless? Yes? Then I may be more likely to be swayed to buy this product rather than leave it in checkout. Does the subscription button feel warm and inviting? Yes? Then why not. 

Good interaction design can benefit your business enormously, helping you to grow your sales, optimize your customer’s experience, and differentiate your brand allowing you to stick out from the competition.

The next time you’re thinking of levelling up your interaction design, whether 3D or 2D, [get in touch with us](https://pomegranate.co.uk/contact). And we can help you create digital experiences that really pop, utilizing juicy interaction design to supercharge your conversions through our behavioural expertise.

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Creating Juicy 3D Microinteractions

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. 

![66c08e8af36e4c718d2020f489ffafc7.jpeg](https://pome-backend.fra1.digitaloceanspaces.com/b9b5efae2b7ff46c6f68666280db7e66.jpeg)

### 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. 


![d4ecd5992f53476f8949bd61fb3f5cd7.jpeg](https://pome-backend.fra1.digitaloceanspaces.com/9fd06b6d1e80a44037d8ee6e487bdbb8.jpeg)

### 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

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.

![430f7c4b48b245d484214fdb218e88bd.jpeg](https://pome-backend.fra1.digitaloceanspaces.com/596f532fc110e545abcf9e619ec297fa.jpeg)

**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.

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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.  

![0295d7408dfa4f1caafcb01a3b5e4b18.jpeg](https://pome-backend.fra1.digitaloceanspaces.com/642b796f75c98ec5fc9ff380e0174eed.jpeg)

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. 

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