The Neuro-AI impact on CRO and lead generation
Know before you launch why and how your designs will maximize lead generation.
This blog is for growth hackers, lead generation marketers, CRO experts, designers and anyone looking for a creative way to optimize their ads in seconds, before the campaign is even launched.
Why guess, waste time and money using AB testing, to see what “clicks” with your consumer, when you can know in advance ?
- When it comes to conversion rate optimization or lead generation, a lot of work is done, tested and optimized beforehand, except for…the designs.
- Constrained by the needs of user data, the best lead generation campaigns have to wait for the design social media ads, landing pages and other websites to be AB tested for days or weeks before being improved and approved.
- Growth hackers, Marketers and Designers working in fast moving markets have had to live with this inefficiency…until now.
“Every product is sold first, to its audience’s brain”
The right design of an ad alone can multiply by 2, 4 or even more, the performance of the ad. A recent study showed that 47% of a brand’s sales lift from advertising is due to the creatives. You may have the best strategy, if the design is poor, you will convert less prospects to customers.
Marketers have attempted to minimize the impact of underperforming ads by becoming experts at performing AB test or split test, in order to discover the design that works best. However, the AB test model has 3 major limitations, it is reactive, slow and non-explanatory.
What truly matters in lead generation design, is what appeals to the consumer’s mind: what they look at and more importantly, what they remember. More than clicks and mouse movements, this is what plays a critical role in the consumer buying decision process. Why? Simply because every product is sold first, to its audience’s brain.
When we talk about the brain and what consumers look at and remember, neuroscience is the most valid method and provides the most reliable results. Neuroscience combined with advances in AI give marketers and designers access to what the consumer sees and remembers in any of the designs, in seconds and prior to showing their content to anyone.
“A prediction rate of 100% of the best performing designs”
We took 4 well-known documented examples of AB testing and compared them to the results generated by our solution (our Neuro-AI software has never been exposed to these contents previously). Hippoc Neuro-AI Software predicted with 100% success which design will better perform.
Hippoc knows Neuro-AI works better, faster and more cost effectively than AB testing for design optimization
How does Hippoc Neuro-AI software work?
Our platform simulates the consumer brain thanks to 1.4 billion data points and billions of artificial neurons to accurately predict, consumers’ instant attention (what the audience looks at) and lasting memory recall (what the audience remembers).
Combining these 2 metrics, we create the “overall score” which shows the effectiveness of a design as processed by the brain of the consumer. The greater the “overall score” the better the visual will create an effective cognitive impact on your audience, the more the advertising will perform.
Using Hippoc’s Neuro-AI software, marketers & designers can compare multiple versions of all types of visual content (creative, video, social media ad, landing page, website, etc.), identify which designs will perform the best, and quickly understand what to tweak on the creative designs to optimize every design’s effectiveness.
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Humana increased their CTR by 433%.
The case of Humana is widely known in the AB test world. The assurance carrier company used AB tests to increase the CTR of their ads by 433% between the control and the variation of the ad, simply by cleaning text, making the CTA (call to action) more visible and changing the picture.
Above, we can observe that the variation (image 2) has a significantly higher overall score than the control (image 1). The variation is actually better at capturing instant attention and creating a long lasting memory trace in the audience’s mind for every zone of interest.
See the full report here | Source
2. WorkZone increased its form submission through its testimonial page by 34%
WorkZone thought the testimonial logos overpowered the form to request a demo on the same page, distracting the audience from filling it. In this sense, they decided to create a page variation with the logo in gray scale and see whether the change would increase the number of demo requests or not. Workzone found that the variation outperformed the control page and increased the form submissions by 34% (with high statistical significance).
WorkZone thought the testimonial logos overpowered the form to request a demo on the same page, distracting the audience from filling it. In this sense, they decided to create a page variation with the logo in gray scale and see whether the change would increase the number of demo requests or not. Workzone found that the variation outperformed the control page and increased the form submissions by 34% (with high statistical significance).
Here, the recommendations for optimizing the page are to reduce the testimonial cognitive demand and change the logo position.
See the full report here | Source
3. Spreadshirt increased their CTR by 606% and their purchases by 11.2% by redesigning their website
Using AB testing, Spreadshirt created a new website (image 2 below) as a variation of their previous website (control; image 1). In their new design, they decided to put less information than in the control and increased both the clicks by 606% and the engagement by 11.2%.
As you can see, our prediction shows that the variation is indeed better than the control version as it has a higher overall score for the audience. The headline, the graph and the CTA are more attention-grabbing and memorable.
Here the recommendations for optimization are to tweak the headline of the image 2
Access the full report here | Source
Between two different designs presenting the same persuasive arguments, the one that is more efficient in terms of memory and attention presenting these arguments, will always be the more relevant for your business (maximizing the effect of these arguments on the consumers).
Summary
The Hippoc Neuro-AI software is designed to measure and optimize consumer attention and memory recall in advance and in seconds for all your visual communication.
Hippoc as part of the visual content design process dramatically increases the time to market of critical lead generation content. The unbeatable combination of predicting in advance visual content effectiveness and with better accuracy than many traditional methods, designers, marketers and product managers will have confidence in the marketing impact of all their visual content, prior to releasing it.
