Don’t you sometimes wish you could grab your target audience by the collar the minute they land on your landing page, product page, or YouTube video? And achieve that without ever needing to go LIVE with any of the above…? Sounds crazy, right?
Luckily, AI-driven predictive visual analytics is changing the game, empowering brands to optimise their campaigns by leveraging the power of AI.
In this article, we discuss five things you might not know you can do with predictive heatmaps.
1) Improve performance of digital pack shots
At Dragonfly AI, our predictive heatmaps help you to identify how consumers digest the visual information on your packaging. We can show you exactly which elements within your current design are winning attention and in what sequence. Is the consumer seeing what you want them to see when you want them to see it? Let’s say your product is a jar of honey. Is the right thing taking priority? Do you have the logo in the right place? Is the claim that it’s ‘organic’ printed in the optimal font size? Is the picture of the bee large enough? Or too large? We show you via clearly visualized heatmaps exactly what’s working (in the instance our good friends at The London Honey Company) – and what isn’t – before your product ever reaches the consumer. Our metrics quantify the visual saliency of your current design, thus helping your designers to tweak, improve and optimize the final draft long before you pay for production. We can also run what we call ‘A/Bn testing’ for any number of variants of your packaging design, to remove subjectivity from design process and give you an unbiased report within seconds. This process helps you to create internal standards for on-pack visual hierarchy while ensuring your product has the best possible chance of being spotted by the consumer.
2) Increase your share of attention on shop shelves
When we look at an individual package, we are essentially deciphering a hierarchy of elements within that design. Predictive heatmaps help you to see clearly which of your key assets are being spotted by the customer first. Heatmaps also show you how the entire package stands out in the context of a shelf when surrounded by competitors. If a customer is already looking for your product, there’s a good chance they’ll recognise it if they see it. However, if the customer is interested in a product range or even an impulse-purchase then it is even more crucial that you catch their attention before your competitors do. Harvard professor Gerald Zaltman famously claimed that 95% of our purchasing decisions are made subconsciously. Dragonfly AI ensures that your product is picked up by the subconscious. We analyse real-world scenes in real-time to see how your product is faring against competitors. We can also help you in the planogram stage, long before your product goes live, by creating a mock-up shelf and running variant tests to see how your product would eventually stand out ‘in the wild’. This ensures that you maximize your brand exposure once your product does eventually make it to the shelf.
3) Optimize the path-to-purchase journey
Consumers tend to follow the path easiest for them. This means it’s important to give them quick and obvious routes to purchase. Our predictive heatmaps make sure it’s as easy as possible for your customer to get from homepage to check-out, and in the fastest possible time. We can tell you exactly how effective your current set-up is and how to improve the user experience (UX) from an emotional perspective, especially in a way that is conducive to quick decisions and doesn’t distract a user from making a purchase. Once a website goes live, you can always collect data over a month, say, and analyse it all retrospectively; however, Dragonfly AI provides instant predictive insight. This tells you ahead of time if the right things are getting attention. Research suggests that the human brain can only process up to five distinct regions of visual interest in the zero moment of truth, so it’s important not to make your web page too ‘busy’ or you risk losing your user’s interest. Our predictive heatmaps help you to streamline the path-to-purchase by reducing unnecessary noise and drawing shoppers directly to the elements that are critical to driving purchasing behaviours. This process helps you to increase online sales by reducing drop-off and cart abandonment rates.
4) Increase adoption of low-cost support channels
Let’s say a customer is browsing your website: if you want them to telephone your call centre or pay by direct debit as a zero cost self serve option, for example, our predictive heatmaps can show you exactly how to make the ‘call-to-action’ button more conspicuous on the web page. It’s well-known in web design that if you provide a form field where a user has to select a drop-down menu, most will click on the top option rather than the correct one. That’s just human nature online. Our predictive heatmaps show you exactly where and how to tweak the element that you need to appear more obvious to a user, in order to get them to move more quickly and efficiently from A to B. The call-to-action is usually the most important part of the process, so, by getting this right, you solve customer queries faster and improve customer satisfaction. Our heatmaps basically help you to help your customer find relevant information more easily, thus ensuring you decrease the burden on your customer support team and reduce support costs through encouraging customers to increase adoption of self-service channels.
5) Improve click-through rates on key promotion
When you conduct a traditional A/B or MVT test on a webpage, you normally have around three or four options of the layout that you test over a week or so, during which time you collect and analyse the performance data created by all the users who click through the site. This helps you ultimately to choose whichever layout design performed best for your requirements. With Dragonfly AI, however, we use our own bespoke ‘A/Bn testing’ you can conduct up to fifty predictive tests per hour. This means that you can test multiple layout variants long before your site goes live, analysing each element’s share of attention within every layout provided. On one particular web page, the area of interest (AOI) might be your ‘50% off’ promotional banner or your call-to-action button like ‘Book here’ or ‘Buy now. Our heatmap shows you the saliency hierarchy of all of these elements so that you can adjust your design until all of your AOI are receiving the intended attention. Then, once you do eventually publish, you know that you’ve already maximized the visibility and efficacy of your key campaign content, which thereby streamlines the UX and increases your campaign ROI. This process also helps you to build intelligence on how design impacts performance and gives you the best possible chance of winning attention in today’s hyper-competitive, post-pandemic market.
To find out more about how Dragonfly AI can help you optimise your content, book your personalised demo.