A few of the UK’s leading ecommerce professionals gathered at The Fragment the other day for the second Ecommerce Conversion World conference.Hosted by AWA digital, participants were treated to two talks. One from Dr Joe Gladstone, and one from Craig Sullivan. Dr Joe Gladstone Dr Joe Gladstone, Assistant Teacher of customer behaviour at University College London, and regular factor at the BBC, highlighted the power of pushes and how they can affect customer choices and behaviour.He also discussed how business are now using digital footprints to predict character types. In fact, he exposed that business can tell a lot from your likes on Facebook(and this doesn’t indicate the posts you like, it implies the companies or pages you like). Predictive analytics, based on your Facebook likes, can even inform if your moms and dads were together at the age of 21, in addition to your emotional stability. To do this, they use particular value decay, followed by a forecast model.This assists business forecast character characteristics of their clients, and therefore the behaviour they are likely to exhibit.You can inform from these personality type what customised
pushes are likely to be efficient for your target market. These nudges can either be through adverts or making use of personalisation
on your website.For example, if they come from an audience filled with extroverts, they are more likely to respond to an advertisement that includes an image of somebody dancing, surrounded by individuals, in a club. Whereas an introverted
audience would respond much better to an advert revealing one individual, doing something on their own.So in answer to the concern can money purchase joy? Yes, it can-“Loan purchases joy when spending fits our character “Dr Joe Gladstone.Craig Sullivan Craig Sullivan, who has been mixing UX, Analytics and A/B Testing for over 12 years for
business like Spotify and eBay, shared his insights of auditing over 480 Google Analytics accounts. His summary: over 95% of these accounts were poorly configured.