Persuasion Profiling                         Changing the Game of Real-time Decisioning                                   ...
Me                                            Co Founder ScienceRockstars                                             crea...
Science Rockstars      Science Rockstars was founded on the belief that good science                         leads to grea...
Changing the Rules???PersuasionAPI is a product created by Science Rockstars™   4                                         ...
New Rules of Online Marketing                             Less is More (Persuasion)                           Persuade ind...
Persuasion                   The goal of persuasion is to change                    someone’s attitudes or behavior.Persua...
Does Persuasion work?     • Slide with the“Please reuse “Please reuse       towell exampletowels. Most the towels. Most   ...
It’s how you ask…            It’s only partly what you want people to do, it’s how you ask it!                            ...
Meet Bob: 6 Weapons of Influence    • Authority    • Commitment & Consistency    • Liking    • Reciprocity    • Scarcity  ...
Respect my Authoritah!                                                           10PersuasionAPI is a product created by S...
Commiting to a wish list,       motivates commiting to a buy                                                           11P...
Being sweet persuades                                                           12PersuasionAPI is a product created by Sc...
Giving stuff away                                for free persuades                                                       ...
Scarcity Persuades                                                           14PersuasionAPI is a product created by Scien...
Reviews are a form                               of Social Proof                                                          ...
Meet Bob: 6 Weapons of Influence    • Authority    • Commitment & Consistency    • Liking    • Reciprocity    • Scarcity  ...
If Amazon does it…                                                           17PersuasionAPI is a product created by Scien...
The Art of Persuasion                                                           18PersuasionAPI is a product created by Sc...
Side step: Advanced Persuasion     via Facebook                                                           19PersuasionAPI ...
Putting Persuasive Triggers in     the Path of visitors                                                           20Persua...
What you already should be doing                               Social proof                                               ...
Less persuasion is                                more persuasion                      1. “100s of others have taken this ...
People are different (duh!)PersuasionAPI is a product created by Science Rockstars™   23
Not everyone obeys                        the laws of social proof                      Slide with the                    ...
There are people that                            question authority                      Slide with the                   ...
People are consistently different                                                           26PersuasionAPI is a product c...
Persuade individuals rather         than a group                                                           27PersuasionAPI...
Persuasion Profile:            Normal Page:            A1 (Scarcity):            A2 (Authority):            A3 (Consensus)...
We log the success            Normal Page:            A1 (Scarcity):            A2 (Authority):            A3 (Consensus):...
We improve our advice            Normal Page:            A1 (Scarcity):            A2 (Authority):            A3 (Consensu...
User navigates, we improve                  First page served:                  Second page served:            Third page ...
Increasing chance of conversion    for each customer individualy                                          Third page serve...
Wait… There’s more! Bridgingoptimalization and personalization                                           CRM              ...
Paving the way for                      Multi-channel Persuasion                                          Third contact:  ...
Learning beats testing                                   (any day)                                           Exploit vs. E...
Make out like a Bandit                                                      36Beta Launch presentations Q2 2012           ...
It will beat your A/B test…                                    Optimize conversion over time.                             ...
And we will get better…    Optimize the choice of persuasion principles at the level of individual                        ...
Paradigm Shift                               in Online Marketing                                     VS  Content  Test  ...
It really works…                                                           40PersuasionAPI is a product created by Science...
It works on different levels                                                           41PersuasionAPI is a product create...
A Persuasion Profiling Case…                                    How can you be as successful as the others?               ...
Casestudy Philips Directlife:      • Slide with the        towell exampleBeta Launch presentations Q2 2012             43
Philips Reminder Email      • Slide with$),      Dear ($ firstname the        towell doing? We hope all is well. It is $#$...
Scarcity Email     • Slide with the     1. We would like to remind you to connect it to your PC soon       towell example ...
Authority Email     • Slide with coaches recommend frequent uploads of     1. Experienced the       towell example will he...
Social Proof Email     • Slide with the connect their Activity Monitor     1. People like you who       towell example are...
Summarizing the results:     • Slide with the       towell example     Increase in email click-through:      (at the 5th r...
Persuasion Profiling                                          Are you ready to Beta?                                      ...
Persuasion Profiling                                          Now the game has changed,                                   ...
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Changing the game of real time decisioning

  1. 1. Persuasion Profiling Changing the Game of Real-time Decisioning 1PersuasionAPI is a product created by Science Rockstars™
  2. 2. Me Co Founder ScienceRockstars creators of PersuasionAPI Initiator of Design for Conversion I am pretty sure his name started with a D. 2PersuasionAPI is a product created by Science Rockstars™ 2
  3. 3. Science Rockstars Science Rockstars was founded on the belief that good science leads to great business. 3PersuasionAPI is a product created by Science Rockstars™ 3
  4. 4. Changing the Rules???PersuasionAPI is a product created by Science Rockstars™ 4 4
  5. 5. New Rules of Online Marketing Less is More (Persuasion) Persuade individuals rather than a group Learning beats testingPersuasionAPI is a product created by Science Rockstars™ 5 5
  6. 6. Persuasion The goal of persuasion is to change someone’s attitudes or behavior.PersuasionAPI is a product created by Science Rockstars™ 6 6
  7. 7. Does Persuasion work? • Slide with the“Please reuse “Please reuse towell exampletowels. Most the towels. Most the people reused people who their towel stayed in this during their room reused stay” their towel during their stay”PersuasionAPI is a product created by Science Rockstars™ 7 7
  8. 8. It’s how you ask… It’s only partly what you want people to do, it’s how you ask it! 8Beta Launch presentations Q2 2012 8
  9. 9. Meet Bob: 6 Weapons of Influence • Authority • Commitment & Consistency • Liking • Reciprocity • Scarcity • Social Proof Bob Cialdini 9PersuasionAPI is a product created by Science Rockstars™ 9
  10. 10. Respect my Authoritah! 10PersuasionAPI is a product created by Science Rockstars™ 10
  11. 11. Commiting to a wish list, motivates commiting to a buy 11PersuasionAPI is a product created by Science Rockstars™ 11
  12. 12. Being sweet persuades 12PersuasionAPI is a product created by Science Rockstars™ 12
  13. 13. Giving stuff away for free persuades 13PersuasionAPI is a product created by Science Rockstars™ 13
  14. 14. Scarcity Persuades 14PersuasionAPI is a product created by Science Rockstars™ 14
  15. 15. Reviews are a form of Social Proof 15PersuasionAPI is a product created by Science Rockstars™ 15
  16. 16. Meet Bob: 6 Weapons of Influence • Authority • Commitment & Consistency • Liking • Reciprocity • Scarcity • Social Proof Bob Cialdini 16PersuasionAPI is a product created by Science Rockstars™ 16
  17. 17. If Amazon does it… 17PersuasionAPI is a product created by Science Rockstars™ 17
  18. 18. The Art of Persuasion 18PersuasionAPI is a product created by Science Rockstars™ 18
  19. 19. Side step: Advanced Persuasion via Facebook 19PersuasionAPI is a product created by Science Rockstars™ 19
  20. 20. Putting Persuasive Triggers in the Path of visitors 20PersuasionAPI is a product created by Science Rockstars™ 20
  21. 21. What you already should be doing Social proof Scarcity Social proof Liking Consistency & Commitment Social proof Consistency & Social proof Commitment Framing Scarcity Social proof Scarcity Social proof 21 21PersuasionAPI is a product created by Science Rockstars™
  22. 22. Less persuasion is more persuasion 1. “100s of others have taken this study before.” 2. “Professor Ford recommends taking this study.” 3. “There are only 18 hours left to participate in this study.” VS 1. “100s participated, & Professor Ford recommends it. Only 18 hours left.” 2. “Prof. Ford recommends it, 100s participated, only 18 hours left.” 3. “Only 18 hours left, & Professor Ford recommends it. 100s took it.”PersuasionAPI is a product created by Science Rockstars™ 22
  23. 23. People are different (duh!)PersuasionAPI is a product created by Science Rockstars™ 23
  24. 24. Not everyone obeys the laws of social proof Slide with the towell example 24PersuasionAPI is a product created by Science Rockstars™ 24
  25. 25. There are people that question authority Slide with the towell example 25PersuasionAPI is a product created by Science Rockstars™ 25
  26. 26. People are consistently different 26PersuasionAPI is a product created by Science Rockstars™ 26
  27. 27. Persuade individuals rather than a group 27PersuasionAPI is a product created by Science Rockstars™ 27
  28. 28. Persuasion Profile: Normal Page: A1 (Scarcity): A2 (Authority): A3 (Consensus): Effect A persuasion profile is a collection of the estimates of the effect of persuasion principles for each individual customer 28 28Beta Launch presentations Q2 2012
  29. 29. We log the success Normal Page: A1 (Scarcity): A2 (Authority): A3 (Consensus): Effect • We can monitor the success of each page served to a user. • We will keep updates of the average performance of your served page variations, and of the performance for each client. 29Beta Launch presentations Q2 2012 29
  30. 30. We improve our advice Normal Page: A1 (Scarcity): A2 (Authority): A3 (Consensus): Effect • Based on the response of each visitor we will update our advice for that user • The new advice is a combination of the response of that visitor, as well as that of other clients 30Beta Launch presentations Q2 2012 30
  31. 31. User navigates, we improve First page served: Second page served: Third page served: Normal: Normal: Normal: A1: A1: A1: A2: A2: A2: A3: A3: A3: Effect Effect Effect • And so on, for each individual customer... • Real time analytics is most effective in predicting behavior 31Beta Launch presentations Q2 2012 31
  32. 32. Increasing chance of conversion for each customer individualy Third page served: Normal: A1: A2: A3: Effect 32Beta Launch presentations Q2 2012 32
  33. 33. Wait… There’s more! Bridgingoptimalization and personalization CRM Third contact: Normal: A1: A2: A3: Effect 33Beta Launch presentations Q2 2012 33
  34. 34. Paving the way for Multi-channel Persuasion Third contact: Normal: A1: A2: A3: Effect 34Beta Launch presentations Q2 2012 34
  35. 35. Learning beats testing (any day) Exploit vs. Explore What if it’s the first visit? How much learning do you need? 35Beta Launch presentations Q2 2012 35
  36. 36. Make out like a Bandit 36Beta Launch presentations Q2 2012 36
  37. 37. It will beat your A/B test… Optimize conversion over time. 37Beta Launch presentations Q2 2012 37
  38. 38. And we will get better… Optimize the choice of persuasion principles at the level of individual clients 38Beta Launch presentations Q2 2012 38
  39. 39. Paradigm Shift in Online Marketing VS Content  Test  Decide Content & Continuous Optimization 39Beta Launch presentations Q2 2012 39
  40. 40. It really works… 40PersuasionAPI is a product created by Science Rockstars™ 40
  41. 41. It works on different levels 41PersuasionAPI is a product created by Science Rockstars™ 41
  42. 42. A Persuasion Profiling Case… How can you be as successful as the others? 42Beta Launch presentations Q2 2012 42
  43. 43. Casestudy Philips Directlife: • Slide with the towell exampleBeta Launch presentations Q2 2012 43
  44. 44. Philips Reminder Email • Slide with$), Dear ($ firstname the towell doing? We hope all is well. It is $#$ days since the last How are you example time you connected your Activity Monitor. [ $ Message $ ] We would like to remind you to connect it to your PC soon and stay in touch with Philips DirectLife Sincerely, The DirectLife TeamBeta Launch presentations Q2 2012 44
  45. 45. Scarcity Email • Slide with the 1. We would like to remind you to connect it to your PC soon towell example . . . . Today is a great day to start so and stay in touch with make sure you do not miss out on your participation in . . . ! 2. Any chance to connect your Activity Monitor is a chance to learn about your own activities. Take the opportunity to learn about your activities right now.PersuasionAPI is a product created by Science Rockstars™ 45
  46. 46. Authority Email • Slide with coaches recommend frequent uploads of 1. Experienced the towell example will help you to gain more insight your activity data. This and be more active! 2. Activity experts recommend moderate to high activity on a daily basis and connecting to the . . . platform will help you to reach this target!PersuasionAPI is a product created by Science Rockstars™ 46
  47. 47. Social Proof Email • Slide with the connect their Activity Monitor 1. People like you who towell example are more likely to benefit from the frequently with their PC program and obtain a healthy lifestyle! 2. 6. Thousands of people are participating actively in the program and they stay connected at least once a week. Join the group!PersuasionAPI is a product created by Science Rockstars™ 47
  48. 48. Summarizing the results: • Slide with the towell example Increase in email click-through: (at the 5th reminder) >100% Increase in e-commerce revenue: >25%PersuasionAPI is a product created by Science Rockstars™ 48
  49. 49. Persuasion Profiling Are you ready to Beta? 49PersuasionAPI is a product created by Science Rockstars™ 49
  50. 50. Persuasion Profiling Now the game has changed, what’s going to be your play? @arjanharing @persuasionapi 50PersuasionAPI is a product created by Science Rockstars™ 50

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