PERSUASIONThree Surefire Psychological Tactics To Boost Your Sales              Stephen Pavlovich
Large increases in revenue   from conversion rate       optimisation
One test added over £100m/yrLarge increases in revenue   from conversion rate       optimisation
Persuasion isn’t new
The media are newThe ability to test is newPersuasion isn’t new
We can take inspiration from many sources   – not just online
perpetualplum   [photo]Matt
PERSUASION    Over-simplified
People developcognitive shortcuts –   assumptions
These can be manipulated   People develop cognitive shortcuts –    assumptions
Expensive   Goodmrapplegate
Expensive   Goodiujaz
mrapplegate
“Reassuringly Expensive”mrapplegate
“How do you increase sales?”Alexisol
A: Put the price upAlexisol
1.TEST PRICING
1. TEST PRICING If you can, test pricing Fewer sales can mean bigger profit It’s easier if you:   use landing pages (n...
How usability affects           influence
http://wiki.darkpatterns.org
http://wiki.darkpatterns.org
http://wiki.darkpatterns.org
2.TEST “DEFAULTS”
2. TEST DEFAULTS Usability tests will show you how  visitors use your website (eg  whatusersdo.com) What mistakes do the...
Identify your bad           points
Dave   Johnplanetina
“Sometimes,                    John can be a                   little difficult to                   get along with.”     ...
Dave   Johnplanetina
Identify objections            Dave                John              + enhance credibilityplanetina
“Where’s the free trial?”
Instead of a free trial, we  include an “automaticmoneyback guarantee”… “Where’s the free trial?”
3.  IF YOU CAN’T FIX IT,CHANGE PERCEPTION
DAMAGING ADMISSIONS Survey your visitors and customers Find out why they wouldn’t (nearly  didn’t) buy from you If you ...
ANY QUESTIONS?    Stephen Pavlovich         Conversion Factory
Persuasion - three sure fire psychological tactics to boost your sales - Stephen Pavlovich
Persuasion - three sure fire psychological tactics to boost your sales - Stephen Pavlovich
Persuasion - three sure fire psychological tactics to boost your sales - Stephen Pavlovich
Persuasion - three sure fire psychological tactics to boost your sales - Stephen Pavlovich
Persuasion - three sure fire psychological tactics to boost your sales - Stephen Pavlovich
Persuasion - three sure fire psychological tactics to boost your sales - Stephen Pavlovich
Persuasion - three sure fire psychological tactics to boost your sales - Stephen Pavlovich
Persuasion - three sure fire psychological tactics to boost your sales - Stephen Pavlovich
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Persuasion - three sure fire psychological tactics to boost your sales - Stephen Pavlovich

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  • Religion, brainwashing, cults, TV, advertising
  • Persuasion - three sure fire psychological tactics to boost your sales - Stephen Pavlovich

    1. 1. PERSUASIONThree Surefire Psychological Tactics To Boost Your Sales Stephen Pavlovich
    2. 2. Large increases in revenue from conversion rate optimisation
    3. 3. One test added over £100m/yrLarge increases in revenue from conversion rate optimisation
    4. 4. Persuasion isn’t new
    5. 5. The media are newThe ability to test is newPersuasion isn’t new
    6. 6. We can take inspiration from many sources – not just online
    7. 7. perpetualplum [photo]Matt
    8. 8. PERSUASION Over-simplified
    9. 9. People developcognitive shortcuts – assumptions
    10. 10. These can be manipulated People develop cognitive shortcuts – assumptions
    11. 11. Expensive Goodmrapplegate
    12. 12. Expensive Goodiujaz
    13. 13. mrapplegate
    14. 14. “Reassuringly Expensive”mrapplegate
    15. 15. “How do you increase sales?”Alexisol
    16. 16. A: Put the price upAlexisol
    17. 17. 1.TEST PRICING
    18. 18. 1. TEST PRICING If you can, test pricing Fewer sales can mean bigger profit It’s easier if you:  use landing pages (not large sites)  sell a unique product  have a forgiving developer
    19. 19. How usability affects influence
    20. 20. http://wiki.darkpatterns.org
    21. 21. http://wiki.darkpatterns.org
    22. 22. http://wiki.darkpatterns.org
    23. 23. 2.TEST “DEFAULTS”
    24. 24. 2. TEST DEFAULTS Usability tests will show you how visitors use your website (eg whatusersdo.com) What mistakes do they make? How can you fix them? (Can you use them for evil?)
    25. 25. Identify your bad points
    26. 26. Dave Johnplanetina
    27. 27. “Sometimes, John can be a little difficult to get along with.” Dave Johnplanetina
    28. 28. Dave Johnplanetina
    29. 29. Identify objections Dave John + enhance credibilityplanetina
    30. 30. “Where’s the free trial?”
    31. 31. Instead of a free trial, we include an “automaticmoneyback guarantee”… “Where’s the free trial?”
    32. 32. 3. IF YOU CAN’T FIX IT,CHANGE PERCEPTION
    33. 33. DAMAGING ADMISSIONS Survey your visitors and customers Find out why they wouldn’t (nearly didn’t) buy from you If you can, fix it (and test it) If you can’t, turn it into an advantage
    34. 34. ANY QUESTIONS? Stephen Pavlovich Conversion Factory
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