This talk is based on our following research papers:
Zaman, M, Vo-Thanh, T, Nguyen, C T-K, Hasan, R, Akter, S. Mariani, M. & Hikkerova, L., (2022) ‘Motives for posting fake reviews:Evidence from a cross-cultural comparison’. Journal of Business Research.
Hasan, MR;Abdunurova, A;Wang, WW;Zheng, JW;Shams, SMR (2020) ‘Using deep learning to investigate digital behavior in culinary tourism’. Journal of Place Management and Development.
Social media can influence different stages of a consumer’s journey. These stages are described below.
At this stage, social media ads, social media posts, blogs, or referrals from online influencers, friends, or family influence potential consumers’ decision-making.
At this stage, consumers do their own research about a product or service. For example, consumers can focus on user-generated content (UGC), which is provided by other consumers who have used the product before. A consumer will trust the judgment of other consumers as they have previous experience and can encourage purchasing of potential consumers. Some examples of UGCs are reviews, star ratings, or even blog posts.
At this stage, the consumer decides to buy the product or service. They may post on social media regarding their purchase and this would be useful to other potential consumers.
At this stage, the consumer uses the product and gains satisfaction from utilizing the product. The consumer may then create some UGC for example a blog post, Youtube video, or Tiktok video on how to use the product. This UGC can influence and help other potential consumers who may be in the consideration or evaluation stages.
At this stage, the consumer starts to promote the brand via social media platforms. This yet again is useful to potential consumers as consumers trust in the judgment of other consumers who have gained a positive experience from using the product. So, the consumer becomes a brand ambassador as they are spreading positive information which can influence other consumers.
At this stage, the consumer has created a bond with the brand and is loyal to them. This consumer may repurchase the product again. Promote others to the use of the brand and build a relationship with the brand and follow the brand on social media to keep up with the latest updates on new products.
There are five website characteristics, which can provide a good user experience. These are:
- Coherence: the site must make sense to the user and have a simplistic but creative design as well as be easy to read and not have an information overload, adequate font, and readable sizes.
- Complexity: the site must have different categories of text on different pages, so the user is not overwhelmed by the amount of info on one webpage. The different pages should be clearly named with what they contain so the user can find them easily and fast.
- Legibility: there should be a home menu link on every page of the site and it will let the user move back and forward to different pages easily and they will not get lost and frustrated when using the webpage.
- Site personality and style: This means that the site should be clear to the user through the colors and the images as well as the content contained within the webpage. It lets the user know if the webpage is a fun social one or a more serious business one.
- Visual design: the user experience also depends on how well the webpage works like the downloading speed as well as the resolution of the screen of the computer and the type of web browser that is used and what device the user is accessing the webpage on.
There are two types of User Experience (UX).
One type of UX is called tactical or technical UX: this represents the core principles of good user interaction and design are applied. A good interaction design makes sure that every user interaction is well thought through and that it serves the user in the simplest and most effective way possible. Conversion optimization focuses on ensuring that the user finds their way to the end of their goal of going on the page without dropping out of the conversion funnel. This type of UX uses the conversion rate as well as the method of split A/B testing
The other type of UX is Strategic or human UX: For this type of UX, the company gets into the realm of user insights and brand. the role of UX at this point is to find out about the needs of people and to design an experience that meets those needs in a way that fits the brand. The whole point of using this type of UX can be many different reasons. It can be used to create a fun place for people to hang out. It can be used to create a no-nonsense solution-based experience. It can be used to create a content-heavy deep site or a place where people can chat and discuss topics or make an exclusive and members-only site.
The following tools are very useful for your User Experience (UX) Research
• Heatmap software. This is a tool that shows researchers where the users move around the website with their mouse and where they hover their mouse and for how long. It gives the researchers an indication of where the appeal for most users comes from and what are elements of the page the users are more interested in. The following image is an example of heatmap software used on the Scales4research.com website. The Blue dots provide an indication of where the appeal for most users comes from and what are elements of the page the users are more interested in.
• Usability testing. This is when the researcher and the users are together while the users use the website, and the user will test the UX and will let the researcher know of any improvements needed and what are the strengths and weaknesses of the UX, and what can be improved.
• Eyeball tracking. This is when the users’ eyes are tracked to see where they are looking on the screen. It lets the researcher know what more appealing aspects of the page are and what users are more attracted to.
• Split A/B testing. This is useful when two different versions of the same webpage are running simultaneously to see which one is the better performer and is more suitable for the UX.
• Web analytics. This is used across all websites to provide detailed numbers of visitors to the site and how long they spent on it and how they got there and where.
The definition of UX is the overall experience of a person using a product such as a website or an app, especially in terms of how easy or pleasing it is to use.
Companies can no longer assume that if they have built a great and easy-to-use website that it will still satisfy all users. Users on a mobile phone will have a different view and experience as they will interact with the website through touch rather than a keyboard. Users on a mobile phone can also be interrupted by calls and are more likely to be looking to absorb on the website than actually make a purchase compared to a desktop user. These differences are a very important factor for the company to keep in mind.
There are three main reasons for the digital display campaign
- Awareness: If your company is less focused on direct sales through digital channels then a Digital display campaign will play a big part in your conversion journey. High volumes of online sales results in you having to play in a highly competitive market, therefore, resulting in a need for awareness advertising. E.g., an estate agent.
- Direct response prospecting: If your company is focused on sales and you are targeting the right customers at the right time with the right message. Direct response is suitable if you are trying to maximize your sales volume to the full potential but aiming for it at the lowest cost possible.
- Retargeting: They highly target customers by chasing users with reminders of the products and prices they have been previously quoted. It can be highly effective in ensuring that your conversion rate is optimized even after the user has disappeared out of the picture. It can be very popular in retail and travel sectors where people shop for similar products.