BuyerMinds Innovation Talk Persuasion Design @ Reed Business

Persuasion Design Reed Innovation Talk 09 mei 2011

What’s in it for you?
Maak kennis met revolutie in marketing
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Definitie Persuasion Design
Ontwerpen van technologie die leidt tot meetbare gedragsverandering

Behavioral Model Trigger Interaction/ UX design Online marketing Overtuigings- psychologie BJ Fogg, Stanford Persuasive Technology Lab - + Ability “ No” “ Yes” + Motivation

Put Hot Triggers
in the Path of Motivated People

Behavioral Model Cold trigger: can’t take action now Hot trigger: can take action, easy

Put Hot Triggers
in the Path of Motivated People
2. Ability 1. Motivation 3. Triggers

Motivation Trigger - + Ability + Motivation

MOTIVATION BOOSTERS
SOCIAL PROOF
SCARCITY
LIKING
AUTHORITY
RECIPROCATION
COMMITMENT

1. Social Proof

2. Scarcity

2. Scarcity Scarcity Hoe langer je wacht met meedoen, hoe minder startpunten je krijgt.

Scarcity + Social Proof

Scarcity + Social Proof Social Proof Biedingen van anderen laten zien met naam is ultieme social proof. Tevens game en competie element.

Scarcity + Social Proof

3. Liking

3. Liking: copy Tone of Voice Vriendelijk geformuleerde foutmeldingen in mensentaal. Tone of Voice Robotachtig Tone of Voice Beschuldigend

4. Authority

5. Reciprocation

6. Commitment ? Ja ? Ja Doen? Ja

6. Commitment

Nog meer principes…

Choice Paralysis

Perceptual Contrast

Perceptual Contrast 27% meer omzet

Ability Trigger - + Ability + Motivation

Ability Boosters
Mobile Devices
Micro Payments
Simplicity

Simplicity

Simplicity Direct invullen in de banner

Triggers Trigger - + Ability + Motivation

Hot Triggers
Social Networks
Retargeting
Smart Bannering
Search Engine Marketing

Social Networks

Sharable Objects

Likes verzamelen

Retargeting Zoekopdracht in marktplaats/beslist komt terug in banner op telegraaf.nl

Smart Bannering

Smart Bannering Visiting Reason: Check Flight Info

Smart Bannering Push Business Goal: Print Personal Brochure With Coupons Provide Asked Content: Flight Details

Smart Bannering

Interception Push: Gather Supporters e-mail

Interception Second Visit Push: Get Facebook likes

DIFFERENTIATIE

Psychologie van de verschillen Snel Langzaam Logica Emotie Competitive Spontaneous Methodical Humanistic

Psychologie van de verschillen Snel Langzaam Logica Emotie Melancholic Choleric Phlegmatic Sanguine

Psychologie van de verschillen Snel Langzaam Logica Emotie Rational Artisan Guardian Idealist

Psychologie van de verschillen Snel Langzaam Logica Emotie D i S C Dominance Influence Conscientious Steadiness

Psychologie van de verschillen Snel Langzaam Logica Emotie Doelgericht (Wat) Fungericht (Waarom) Inhoudsgericht (Hoe) Relatiegericht (Wie)

Verschillende mensen verschillend overtuigen

Liquid design ? ? ? ? ? ? ? ? ? ? ?

Liquid design
Variabelen
Type ondernemer
Beroeptype/branche
Oriëntatiefase
Beslisfase
Klant fase
Instapper
Overstapper
Aanvullers
Leeftijd
Volwassenheid ondernemer.
Mate van risico vermijden.
Betrokkenheid/interesse
Doelgericht
Fungericht
Inhoudsgericht
Relatiegericht
Url
Affiliate
Search
Adwords

TESTING AND OPTIMIZING

BuyerMinds Innovation Talk Persuasion Design @ Reed Business

by BuyerMinds on May 09, 2011

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BuyerMinds Innovation Talk Persuasion Design @ Reed Business — Presentation Transcript