Persuasion; Surefire ways to boost your conversion rate - Stephen Pavlovich

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  • Not just usual principles like scarcity, social proof, etc.
  • Religion, brainwashing, cults, TV, advertising
  • Price comparison
  • Persuasion; Surefire ways to boost your conversion rate - Stephen Pavlovich

    1. 1. PERSUASION<br />Surefire Psychological Tactics To Boost Your Conversion Rate<br />Stephen Pavlovich<br />
    2. 2.
    3. 3. Conversion rate optimisation = making more people do what you want<br />
    4. 4. PERSUASION<br />USABILITY<br />More visitors want to convert<br />More visitors can convert<br />
    5. 5. PERSUASION<br /><ul><li>Principles of persuasion
    6. 6. Why they work
    7. 7. How you can implement them online</li></li></ul><li>Persuasion isn’t new<br />
    8. 8. The media are new<br />The ability to test is new<br />Persuasion isn’t new<br />
    9. 9. We can take inspiration from many sources – not just online<br />
    10. 10. perpetualplum<br />[photo]Matt<br />
    11. 11. PERSUASION<br />How it works<br />
    12. 12. People develop cognitive shortcuts – assumptions <br />
    13. 13. These can be manipulated<br />People develop cognitive shortcuts – assumptions <br />
    14. 14. Good<br />Expensive<br />mrapplegate<br />
    15. 15. Good<br />Expensive<br />iujaz<br />
    16. 16. Good<br />Expensive<br />blakie<br />
    17. 17. Expensive = Good<br />blakie<br />
    18. 18. CHIVAS EFFECT<br />Q: How do you increase sales?<br />A: Put the price up<br />Alexisol<br />
    19. 19.
    20. 20. http://wiki.darkpatterns.org<br />
    21. 21. http://wiki.darkpatterns.org<br />
    22. 22. http://wiki.darkpatterns.org<br />
    23. 23. PERSUASION<br />Transactional<br />
    24. 24. DAMAGING ADMISSIONS<br />planetina<br />
    25. 25. DAMAGING ADMISSIONS<br />Dave<br />John<br />planetina<br />
    26. 26. DAMAGING ADMISSIONS<br />“Sometimes, John can be a little difficult to get along with.”<br />Dave<br />John<br />planetina<br />
    27. 27. DAMAGING ADMISSIONS<br /><ul><li>Forces you to identify and overcome the main objections
    28. 28. Enhances your credibility (trust)</li></li></ul><li>
    29. 29. “Where’s the free trial?”<br />
    30. 30. Do you have a free trial?<br />Instead of a free trial, we include an “automatic moneyback guarantee”. If you’re not completely happy in the first 30 days, you can get an automatic refund. No phone numbers to call, no forms to fill in. Just click one button and you’re done.<br />“Where’s the free trial?”<br />
    31. 31.
    32. 32.
    33. 33. DAMAGING ADMISSIONS<br /><ul><li>What are the main reasons why a visitor might not buy from you?
    34. 34. How can you turn this into an advantage?</li></li></ul><li>APPLES AND ORANGES<br />planetina<br />
    35. 35. SCARCITY (POST-SCARCITY)<br />planetina<br />
    36. 36. SOCIAL PROOF (ENGINEERED)<br />planetina<br />
    37. 37. PERSUASION<br />Membership<br />
    38. 38. Gym membership<br />yuan2003<br />
    39. 39. Cults<br />
    40. 40. RETENTION STRATEGIES<br />Usage + habits<br />Community<br />Pain of loss<br />Barrier to exit<br />Reactivate<br />
    41. 41. RETENTION STRATEGIES<br />Usage + habits<br />Community<br />Pain of loss<br />Barrier to exit<br />Reactivate<br />
    42. 42. RETENTION STRATEGIES<br />Usage + habits<br />Community<br />Pain of loss<br />Barrier to exit<br />Reactivate<br />
    43. 43. RETENTION STRATEGIES<br />Usage + habits<br />Community<br />Pain of loss<br />Barrier to exit<br />Reactivate<br />
    44. 44. RETENTION STRATEGIES<br /><ul><li>Immediate impact
    45. 45. Community</li></li></ul><li>RETENTION STRATEGIES<br /><ul><li>Part of a community. Guilty about leaving. Personal relationship. Bonds with other members.
    46. 46. Commitment to the product. Success stories after the sale, not just before. Use it. Lovefilm – always 10 in your queue (suggestions).
    47. 47. Value them. Get feedback and improve the product (covers community too).
    48. 48. Pain of loss. Ppl want to avoid loss, so resell benefits.
    49. 49. Barrier to exit. Increase benefits the longer they’re a member.
    50. 50. Retarget canceled members. Offer specific to why they quit (scarcity – not around for ever, consistency – you quit because of this, now we fixed it).</li>

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