The Million Pound Button: When creativity meets analytics
The instantaneous and continuous nature of how we measure the effectiveness of our creative work presents daily challenges for our team.
For most of my career, I’ve worked for clients. In this relationship, often my role would be a little more fleeting in the lifespan of a business or project, it was a supplier/delivery role. We take a brief for a new logo, a new website, a marketing campaign. We’d then roll our sleeves-up and get on with it – our relationship was far more transactional.
Since then, I’ve made a move from agency to in-house.
Now, as the creative director of crowdfunder.co.uk, the work myself and our team ‘put out’ gets instant feedback. Not always on its aesthetic. But always on its effectiveness. Less important are ‘our’ subjective views on the visual or look and feel. In our world, it’s the views of our audience – and everyday they’re unconsciously letting us know what they think. They’re telling us whether or not form is actually following function. Their opinion is measured and translated through Google Analytics.
So, as creative director, I’ll craft and present our new brand look and feel, or a new product – the colour palette guidelines, creative treatment of imagery and such like. Of course, it’s not developed blindly and without consideration of its intended audience, nor its objectives. But it’s ‘our interpretation’ and we release it with nervous anticipation.
With 15,000 people hitting our site on a quiet day, it is only moments until we can see how our customers are interacting with the site, our creative work interpreted in code.
We can instantly glean whether ‘maybe’ a button is too small or on the wrong part of the page. We can release an alternative version and test the new one against the old.
It’s the immediacy that excites me.
Google doesn’t tell us what’s wrong, it only gives us numbers. Recently, whilst focussing on a high drop off point on the site, it was suggested that we change a button colour from our ‘brand blue’ to bright orange… “just for a test”. The creatives winced. The developers changed it.
The change in interaction that the colour change invoked is valued at around £1m extra through the site per year. That’s the million pound button – and we’re always looking for the next one!
So, what’s the moral of the story?Our work only exists to get an interaction.Click To Tweet
I suppose that creative directors and their teams are communicators first and foremost. Our work only exists to get an interaction. And if there’s no reaction at first, you might just have to paint it bright orange!
Top tips for dealing with reality:
Justify creative decisions by its effectiveness with its intended audience
You’re a communicator and a commercial designer, you’re judged on how well your work actually works.
Make small changes
In terms of efficacy, some of the smallest changes can bring some of the biggest impacts.
It’s never been easier to get instant feedback on your work. Don’t be afraid to do that. Before you spend time building something, send it out – you’ll be amazed at what you learn.http://openforideas.org/blog/2016/12/14/the-million-pound-button-when-creativity-meets-analytics/https://i2.wp.com/openforideas.org/wp-content/uploads/2016/12/millionbutton.jpg?fit=1024%2C576https://i2.wp.com/openforideas.org/wp-content/uploads/2016/12/millionbutton.jpg?resize=150%2C150Corporate Creativitya million pounds,analytics,button,crowdfunder,effectiveness,test