From Purpose to Person
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From Purpose to Person!
Actually…!it is about the progression of both.!
What stops us from starting?!
A journey of a thousand miles must begin with a single step.!
- Lao Tzu
Translated The way of the path and the virtue(loosely)
Wu Wei & Theory of Non Action!
The Wu Wei theory states that beings act naturally in accordance with the
Tao, they do not "do" something, they just behave as they are naturally
ordained to.
Example Trees don’t take action to grow, they just do.
Wu Wei & Websites!Websites are the ultimate
example of ‘always on’ mass communication.
“They do not ‘do’ something, they just behave as they are naturally ordained to.”
Users are the trees,our websites their environment
We limit user interaction and block natural behavior by not
respecting the individual.
Wu Wei & Personalisation!Knowing to Act
Knowing Not to Act
Not Acting
Acting 1
2
3
Start with ‘should you act’.!Why? To convince the boss…
Get data to build your case!
Digital analytics, heatmap analysis, surveys, or even simpel A/B testing** focus on getting data, not the method
The proof is inside…
1 simple persuasion technique!
Show them that users act different based on 3 simple segments (2 shown here):
All Visitors
Returning Visitors
Looking at 95% significance or higher, all visitors matches returning visitors
various goals
various goals
Returning Visitors
1 simple persuasion technique!
Show them that users act different based on 3 simple segments (2 shown here):
Customers
Looking at 95% significance or higher, returning visitors behave differently than customers
various goals
various goals
1 simple persuasion technique!
Conclusion #1!Returning visitors natural drive is to:!
• need more information before committing and therefore proceed to the product detail page!
• choose a welcome gift (new customers only) and then proceed to purchase process
various goals
1 simple persuasion technique!
Conclusion #2!Existing customers natural drive is to:!
• seek more contact with company; research suggests for customer support reasons!
• enter the purchase process from this page which lets them up-/downgrade their subscription
What stops us from starting?!“A journey of a thousand miles must begin with a single step.”!
Some of the more common reasons for not starting:!• Don’t know where to start!• Not enough (skilled) resources!• Costs are to steep!• Worried about privacy lash back
Acting & Knowing to Act!Knowing to Act
Knowing Not to Act
Not Acting
Acting 1
2
3
It all boils down to this.!
Scan
Focus
1 = many
1 = few
1 = 1
1 = plenty
Personalisation is the most granular level of user segmentation.
Personalisation is also a process of adapting a
business culture to a user’s natural flow.
Rule #1 = Bite < Chew!
Resources needed1 = many
1 = few
1 = 1
1 = plenty
PeopleTimeMoney
Rule #1 = Bite < Chew!
1 = many 1 = few 1 = 11 = plenty
Are you generating internal traction and ROI, becoming more skilled?Increase investment and move on to next level of granularity.
100 1 2 3 4 5 6 7 8 9
10
-2
-1
0
1
2
3
4
5
6
7
8
9
Time
Mon
ey
Investment
ROI
Skills & Resources
Initial Investments
Bottom Line!
Move to next level
Acting & Knowing to Act!Knowing to Act
Knowing Not to Act
Not Acting
Acting 1
2
3
Some of the more common reasons for not starting:!• Don’t know where to start!• Not enough (skilled) resources!• Costs are to steep!• Worried about privacy lash back
What stops us from starting?!“A journey of a thousand miles must begin with a single step.”!
Privacy Matters!
…but privacy isn’t anonymity.In a 2014 study on offline shopping, consumer stated, 8 out of 10, that they would not like it if their in-store behavior would be tracked, but 61% would be willing to consider it if given enough incentive, something in return.!
Privacy Fears!“Fear stems from lack of
understanding.”Tips to improve understanding:!!•!talk about recommendations (helpful),
not personalisation (pushy and infringing)!!•!make users feel in control!!•!trigger participation by incentives, or
gamification like Amazon Betterizer!!•!be transparent on personalisation usage!!•!don't be the stalker, be the assistant,
be the bringer of good news!!•!always allow users to change their
settings
Recommendations & Control!
Recommendations & Control!
Be the assistant!
“improve your shopping experience”
Allow users to change settings!
Acting & Knowing to Act!Knowing to Act
Knowing Not to Act
Not Acting
Acting 1
2
3
Some of the more common reasons for not starting:!• Don’t know where to start!• Not enough (skilled) resources!• Costs are to steep!• Worried about privacy lash back
What stops us from starting?!“A journey of a thousand miles must begin with a single step.”!
This is you… after today.
The only thing standing between you and your goal is the bullshit story you keep telling yourself as to why you can't achieve it
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