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

Transcript

  • 1. PERSUASION
    Surefire Psychological Tactics To Boost Your Conversion Rate
    Stephen Pavlovich
  • 2.
  • 3. Conversion rate optimisation = making more people do what you want
  • 4. PERSUASION
    USABILITY
    More visitors want to convert
    More visitors can convert
  • 5. PERSUASION
    • Principles of persuasion
    • 6. Why they work
    • 7. How you can implement them online
  • Persuasion isn’t new
  • 8. The media are new
    The ability to test is new
    Persuasion isn’t new
  • 9. We can take inspiration from many sources – not just online
  • 10. perpetualplum
    [photo]Matt
  • 11. PERSUASION
    How it works
  • 12. People develop cognitive shortcuts – assumptions
  • 13. These can be manipulated
    People develop cognitive shortcuts – assumptions
  • 14. Good
    Expensive
    mrapplegate
  • 15. Good
    Expensive
    iujaz
  • 16. Good
    Expensive
    blakie
  • 17. Expensive = Good
    blakie
  • 18. CHIVAS EFFECT
    Q: How do you increase sales?
    A: Put the price up
    Alexisol
  • 19.
  • 20. http://wiki.darkpatterns.org
  • 21. http://wiki.darkpatterns.org
  • 22. http://wiki.darkpatterns.org
  • 23. PERSUASION
    Transactional
  • 24. DAMAGING ADMISSIONS
    planetina
  • 25. DAMAGING ADMISSIONS
    Dave
    John
    planetina
  • 26. DAMAGING ADMISSIONS
    “Sometimes, John can be a little difficult to get along with.”
    Dave
    John
    planetina
  • 27. DAMAGING ADMISSIONS
    • Forces you to identify and overcome the main objections
    • 28. Enhances your credibility (trust)
  • 29. “Where’s the free trial?”
  • 30. Do you have a free trial?
    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.
    “Where’s the free trial?”
  • 31.
  • 32.
  • 33. DAMAGING ADMISSIONS
    • What are the main reasons why a visitor might not buy from you?
    • 34. How can you turn this into an advantage?
  • APPLES AND ORANGES
    planetina
  • 35. SCARCITY (POST-SCARCITY)
    planetina
  • 36. SOCIAL PROOF (ENGINEERED)
    planetina
  • 37. PERSUASION
    Membership
  • 38. Gym membership
    yuan2003
  • 39. Cults
  • 40. RETENTION STRATEGIES
    Usage + habits
    Community
    Pain of loss
    Barrier to exit
    Reactivate
  • 41. RETENTION STRATEGIES
    Usage + habits
    Community
    Pain of loss
    Barrier to exit
    Reactivate
  • 42. RETENTION STRATEGIES
    Usage + habits
    Community
    Pain of loss
    Barrier to exit
    Reactivate
  • 43. RETENTION STRATEGIES
    Usage + habits
    Community
    Pain of loss
    Barrier to exit
    Reactivate
  • 44. RETENTION STRATEGIES
    • Immediate impact
    • 45. Community
  • RETENTION STRATEGIES
    • Part of a community. Guilty about leaving. Personal relationship. Bonds with other members.
    • 46. Commitment to the product. Success stories after the sale, not just before. Use it. Lovefilm – always 10 in your queue (suggestions).
    • 47. Value them. Get feedback and improve the product (covers community too).
    • 48. Pain of loss. Ppl want to avoid loss, so resell benefits.
    • 49. Barrier to exit. Increase benefits the longer they’re a member.
    • 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).