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Most definitely! Just ask any teacher if classrooms have different personalities — absolutely! Ask any performer/speaker if audiences have different personalities — without question! As a 25-year professor, it was fascinating to witness changes in energy, dynamics, motivation and participation from semester to semester from class to class. Same professor + same material + same presentation = totally different classes. Sometimes I’d knock myself out trying to ‘breath life’ into my students with my abounding enthusiasm for my topic, only to feel so ineffective. Other classes would ‘run away’ with every topic that came up, filled with examples, questions and sharing! My course evaluation would be ‘glowing’ because THEY were glowing!What’s Gives the crowd a personality?According, in part, to social psychologist Kimball Young, social facilitation holds the secrets. A group shares a common object of attention— one that is compelling, angering, or exciting. A charasmatic person in the group takes ‘responsibility’ for passionate expression thus triggering a cascade of responses in the group members:Emotional Freedom: The group members under the ‘protecton of the group’ are able to relinquish the controlled ‘sense-of-self.’ They are freed up to express opinions and feelings with greater impulsivity, as they give and receive support building the ‘welfare of the group.’Ego-expansion: With the support from the group, members become individually ‘important’ by bolstering the ideas and points of others, displaying loyalty through direct support or, through a display of outrage to shared threats, scapegoats, injustices, etc.Cohesion: As the individuals are drawn to the positive social regard fostered within the group, the group becomes unified and energized. The collective beliefs and emotions can form a potential foundation capable of launching plans, power and action. Group/crowd behavior, for better or worse, is often shaped by this process.Chapter 21: Crowd Behavior and Personality

Lots of people here suggest A/B testing. However, A/B testing is actually just a way to measure the impact of some modification on your page - "verify your hypothesis" in egghead-speak ;)Obviously, before you can A/B test anything, you need to come up with some ideas for changes. Some people would say that it's easy - that even a hue of the call to action buttons can have a great impact on conversion. It's probably true if you're dealing with Google-like traffic, but with smaller one you'll most likely just wait ages to find out that the change was negligible.Therefore, you need some way to test your current page in order to identify possible conversion bottlenecks. Starting with that data in mind can easily lead you to insightful and effective A/B tests.There are two kinds of tests you can perform: you can either invite external people (aka not your existing visitors) to do some test for you, or gather data by observing your visitors without their active participation.Tests with external people:task-based testing - you tell people what they are supposed to do (like "you want to buy a video game for your child. find one and go to checkout") and see how many people reach their goal and where they struggle if they can'tpoint testing - you show people a screenshot of your page and ask them to mark some important pieces ("mark confusing entries", "where would you click if you wanted to log in" etc.)card sorting - you ask people to segregate and categorize stuff together. Great for planning out menu/category structure, so people can find stuff exactly where they expect it to be.Tests with existing visitors:click tracking - generate a heatmap showing you the "hottest" and "coldest" areas of your page, as in where people clicked most and least. This method can identify interesting and unexpected (and painful!) problems, like screenshots that might seem clickable and "steal" clicks from genuine call to action button.evaluating forms - very useful for any kind of signup or request forms. You analyze the input fields of your form for spent time, number of drop-outs, number of returns etc. Maybe your visitors don't want to provide some info and drop out when they find out it's required - and maybe you don't need to have it required after all?session recordings - watch how people browse your site. Not really useful for analyzing lots of visits, but watching some recordings from time to time can sometimes make you realize some patternsFor all these tests I mentioned (plus a few more) you can use UsabilityTools. There are also more specific tools just for one type of test, like CrazyEgg, FullStory or Formstack.Of course if your conversion process is simply "leave e-mail and click signup" then there's little value in performing for instance task-based testing, but then here click tracking can shine. However, if conversion process is complex and requires several choices from visitor, task-based testing can provide great insights. Sometimes it's worth to combine several types of tests, and that's where UsabilityTools can shine (it also allows to hire external people with integrated research panel, so one less thing to worry about).So now, when you have some data to act on, you can prepare A/B test - using for instance Optimizely or VWO - and watch your conversion rate grow! (or not - but I'm holding thumbs, so it will! :))

Crafting Creative Communication is a programme specially designed for people who want to pursue a career as Ideators. Today, the need is for conceptual thinkers who are also 'executors'. In other words, Ideators are more than just Copywriters, Art Directors, Designers, TV Commercials makers or even web designers. They think big.While MICA genuinely believes that everybody is creative, we also believe that there is an important difference between being creative as a person or as a fine-artist, and being creative in a commercial sense. Advertising and its related fields call for creativity as a highly disciplined, commercialized practice.Therefore, to start with, the Crafting Creative Communication course evaluates and chooses applicants based on their innate creative attitude and talent. Next, during the course, it aims to instil in them qualities such as a sense of commitment, discipline, and teamwork, all of which are essential for solving problems, brand-related or social. Along with this, there is the coursework itself – intensive, interactive sessions where essential advertising creativity skills are taught and practiced.Candidates interested in this course do not need to appear for CAT (Common Admission Test). However, a Bachelor’s degree or an equivalent qualification in any discipline recognized by the Association of Indian Universities is requisite. There is an initial application form that needs to be filled up, followed by a 48 hour written test. The written test is conducted through the internet/email and successful candidates are shortlisted for a campus interview to be held at MICA. The final selection of the candidates is based on their overall performance.Overall, MICA looks for participants who are intellectually curious and imaginative, have diverse interests and a sense of humour. A flair for writing and the ability to visualize will be seen as a major advantage. They should be reasonably knowledgeable about advertising, possess lateral thinking capabilities, and above all, show strength of character.To know more about the curriculum, go here: https://www.mica.ac.in/crafting-creative-communication/curriculum