It’s the season to be jolly and according to a new report, 55% of Black Friday sales were conducted online this year, with over 50% of shoppers spending more money this Black Friday than they did last year.
Our rising commitment to eCommerce since the pandemic looks very much as though it is here to stay, and brands are leveraging the power of their SKUs in the digital aisle more than ever to underpin their Christmas sales targets.
Amazon was found to be the most popular online retailer, followed by Argos. Competition on Amazon is fierce, and brands are becoming increasingly sophisticated in their approach to thumbnail image, MRHI and digital SKU optimisation to win a greater share of attention on the digital shelf.
Understanding consumer attention using AI
Traditionally historical performance data is used by brands to gather insight into how many users have viewed, clicked, and purchased their products. But imagine if you could get a metric that provided you with insight on how well your products are predicted to perform before they hit the shelf?
Before we look into this, let’s first take a gander at how AI and more specifically predictive visual analytic solutions are helping brands really understand consumer attention.
Here at Dragonfly AI HQ, we help many of the world’s leading brands and agencies to predict how a wide range of creative assets will perform across channels including banner ads, webpages, and product thumbnails for the likes of Amazon. It saves them time on production cost and improves their ROI by showing how content is predicted to perform.
How do we do this?
Our platform uses cutting edge neuroscience based on actual human brain function to accurately predict whether creative assets are likely to win consumer attention and, whether your audience will see the elements that matter most…
Let’s look at this in a bit more detail.
Our AI is based on a biological algorithm that simulates the way the human brain subconsciously (system 1 natural biological process) prioritises visual information before the conscious mind (system 2 top down processing) kicks in. Given this biological analysis is universal to human beings, it means our predictions apply to any audience you might be targeting. The Dragonfly AI algorithm models the pre-cognitive phase in the brain and predicts where consumers will look before their preferences (emotional response, ‘likes’ and ‘dislikes’) and other learned behaviours start influencing their actions.
So, in a nutshell we can show you exactly where a customer is likely to look first and in what order their attention sequences product, advertising and pretty much any brand content you want to take a look at.
Improving performance through attention metrics
Our research indicates that 10% improvement in key attention scores equates to as much as a 3% improvement in best seller ranking across Amazon, demonstrating a direct correlation between attention and ROI performance.
At Dragonfly AI, we use 3 key metrics which enable us to understand how your digital thumbnails are performing in terms of attention and then optimise to improve effectiveness and thus sales.
- Probability of perception (PoP) helps assess visual communication hierarchy and understand which key elements of your content are being seen by a customer in the first “zero moment of truth”.
- Share of attention (SoA) metric predicts how 100% of a customer’s eye fixations are distributed across your content
- Lastly Digestibility score is based on the number of key elements and distribution of their Probability of Perception scores. This score tells you how easily these elements are digested by the viewer at first glance. The higher the digestibility the better the user experience.
So, no matter what you’re promoting this festive season, ensuring you optimise your assets for attention will help you stand out against the crowd and help meet your performance goals.
Want to find out more on how to improve your digital performance. Don’t be the last turkey on the shelf get in touch with one of our experts and we will show you what you can do with Dragonfly AI.