Changing the game of UX - Persuasion Profiling
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Changing the game of UX - Persuasion Profiling

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  • In june of thisyear we had a bbq in ournewlyopened office. There was a table tennis tablethereso I thoughtitwouldbenice to tryhustlesome of the otherpeoplethatworked at the office. But at the moment I wanted to serve, my opponent said: New Rules! I have to beable to see the ball the whole time whenyou serve.I want to share a short storywithyou. When I was 12 I played in the nationalcompetition league of table tennis in Holland. I wasn’t the best player, but I won a lot of games. My biggestweapon was my service. It was verydifficult to return, mostlybecause I wouldgivesome special kind of spin to it, without my opponent seeingit.Can I invite someonefrom the audience to return my service? It’s been a while, but I think I never lost the magic touch. See, unstoppable.My service went fromunstoppable to worthless in onlyseconds. I went from winning a lot of games, to a mediocre player, trying to hang on.Topic of today is somethingnew in online marketing. It’s persuasionprofiling, somethingwhat I thinkwillchange the way online marketing is done. Pleasejudgeforyourself.
  • Little talk about myself: Arjan Haring my role within the company is setting up consultancy/client services and marketing/pr. At the moment I like to call myself a spindoctor, because of my large network. But colleagues have recent called me the hustler.Last year april I startedthiscompanywith a goodfriendwhodid part of hisPhD at Stanford (that’salsowhen we werefeaturedby WIRED). Hiscientificwork is the basis forourtechnology. Itfittedperfectly in a vision of marketing I alreadydevelopedmyselfthat’s a mix of datamining, psychology and design.Weird, but I can’tseem to remember the name of mycofounder right now…
  • We want to be a safe haven forscientiststhatpioneerworkthat impacts the way we do business. And also to business peoplethatsee the hugepotential of science to change the rules of the game.
  • I will be talking about persuasion. Means vs. Ends Distinction.
  • An example of persuasion. 27% more likely. 33% more likely
  • Clubbing seals example
  • Similarity – wallets in NYC lost and found studyHumorBeing humanThis also works physical attractiveness. One of many the reasons why you are so persuaded by this talk…. Strike a pose
  • Getting questionnaires filled in and sent back. Instead of promising a transfer of 10 dollar when you’ve sent in the filled in questionnaire, it’s more effective to accompany the questionnaire with a 5 dollar bill. Response rates will sky rocket.
  • People do what other people do. The Asch conformity experiments already showed us that people will follow the herd, even in situations when that doesn’t give the best results. - this is my only evolutionary sidestep I will take during this talk. But scientific research has shown that people are influenced by these strategies because at some point they were evolutionary beneficiary. Imagine yourself 20.000 years ago standing on the savannah. All of a sudden everyone around you starts running. What do you do? Take your time to examine your surroundings. Try to figure out if there really is something wrong, and if it’s worth running from. RunPeople that chose A. would be more likely to be torn apart by a hungry saber-tooth tiger. And thus being filtered from the gene pool. Online following the hurd can take many shapes and sizes.In that sense, a regular review is also part of the persuasive architecture of a website.
  • First, notice the low cost of liking. Unlike a brand, the person isn’t committing to liking much other than something consistent with their personality. This is a great way of building a community on facebook. Don’t ask users to like Keebler, ask them to like fudge stripe cookies, or just cookies. Still, have a page for your brand, but similar to a mobile app, don’t be afraid to have multiple pages for more focused engagement. In the case of Being Conservative, persons are liking the fact that they are conservative and consequently are being marketed to quite successfully.The motivation for showing their support for conservative views already exists. This page offers a trigger to like being conservative with a very low cost. That is, it’s very easy to do. Once the user likes the page, the organization continues to produces content that is consistent with their users’ motivations and with a low cost. They consistently ask the users to like that content thus putting a trigger in the user’s path. Combined with some of the influence patterns found below, they have developed a strong persuasive architecture.
  • Notice (1) that the organization is putting out a message that they know their fans will like. Other times they encourage their fans to like it and they generate tens of thousands of likes and thousands of comments. However, those don’t directly translate into a ROI. But using the principle of commitment and consistency they ask the fans, one day later, to purchase a shirt that has that very message on it.(2) “TODAY ONLY” for the t-shirt sales? Why would the organization limit t-shirt sales to one day? According to the scarcity principle it’s to trigger an action. Namely, the purchase of the shirt. And in conjunction with the commitment and consistency principle it allows the organization to leverage this principle while the fan’s previous consistent act, liking the post with the same quote, is still fresh in their minds. While the Internet seemingly makes anything you want available at any time of the day, the scarcity principle is often employed by online marketers to trigger an action. It’s a powerful and consistently fruitful persuasion pattern.Also, notice (3) that they are using an image that many conservatives hold in high regard. Here, the organization is implementing a strategy that instantiates the liking principle and the authority principle. Research shows that persons are more likely to perform a call to action when it’s requested by or associated with someone who is attractive, similar to them, and/or familiar. By leveraging authority figures, social media friends, and other conservatives (page fans), Being Conservative is able to implement this persuasion pattern in a big way.
  • For the people in the front: what influencing strategies are being used on the random product page of Booking.com?Some numbers on Booking.com:350.000 bookings per dayOver 1 billion visits in August>30 million unique visitors per monthTop10 Biggest spenders on Google Addwords (over 50 million dollar per year)# 150 in the Alexa Top visited websitesOur picks`Interesting to see the meansvsends. Thehow versus the what.Whenmycofounder Maurits Kaptein (ha! I rememberedhis name again) startedhisPhD in influencestrategieshewonderedhowit all worked… all the Cialdinistrategieswork, right? Buthow to usethem. And also in this case, is ittruethatusing all the strategies at onceworksbetter? And how does itworkbetter?
  • Over a million Google Adds
  • Almost all research done in social psychology is based on average effect. Group level effects that is. So in the famous Millgramstudiy of obedience, the authority cues were effective 60% of the time. But that means that 40% didn’t react, or was even negatively affected.Does everyone respond in the same fashion?
  • Does everyone respond in the same fashion?
  • Important questions
  • So for each user its an estimate of what persuasive arguments work. Which then can subsequently be used to select content. The grey lines show how certain we are of our estimates.
  • 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.
  • Based on the response of each visitor we will update our advice for that userThe new advice is a combination of the response of that visitor, as well as that of other clients
  • So a webpage using persuasion profiling won’t seem different from a webpage that doesn’t use persuasion profiling. Our api works on the background
  • Does everyone respond in the same fashion?
  • Does everyone respond in the same fashion?

Changing the game of UX - Persuasion Profiling Changing the game of UX - Persuasion Profiling Presentation Transcript

  • Persuasion Profiling Changing the Game of UX #DxFSF 1PersuasionAPI is a product created by Science Rockstars™
  • New Rules of Online Marketing !   Less is More (Persuasion) !   Persuade individuals rather than a group #DxFSF 2PersuasionAPI is a product created by Science Rockstars™ 2
  • Arjan Haring Co Founder ScienceRockstars creators of PersuasionAPI Initiator of Design for Conversion (anno 2008) I am pretty sure his name started with a D. #DxFSF 3PersuasionAPI is a product created by Science Rockstars™ 3
  • Science Rockstars Science Rockstars was founded on the belief that good science leads to great business. #DxFSF 4PersuasionAPI is a product created by Science Rockstars™ 4
  • Persuasion The goal of persuasion is to change someone s attitude or behavior. It’s about HOW you ask something, not WHAT you ask people to do.PersuasionAPI is a product created by Science Rockstars™ #DxFSF 5 5
  • 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™ #DxFSF 6 6
  • Meet Bob: 6 Weapons of Influence •  Authority •  Commitment & Consistency •  Liking •  Reciprocity •  Scarcity •  Social Proof Bob Cialdini #DxFSF 7PersuasionAPI is a product created by Science Rockstars™ 7
  • Respect my Authoritah! #DxFSF 8PersuasionAPI is a product created by Science Rockstars™ 8
  • Commiting to a wish list, motivates commiting to a buy #DxFSF 9PersuasionAPI is a product created by Science Rockstars™ 9
  • Being sweet persuades #DxFSF 10PersuasionAPI is a product created by Science Rockstars™ 10
  • Giving stuff away for free persuades #DxFSF 11PersuasionAPI is a product created by Science Rockstars™ 11
  • Scarcity Persuades #DxFSF 12PersuasionAPI is a product created by Science Rockstars™ 12
  • Reviews are a form of Social Proof #DxFSF 13PersuasionAPI is a product created by Science Rockstars™ 13
  • Meet Bob: 6 Weapons of Influence •  Authority •  Commitment & Consistency •  Liking •  Reciprocity •  Scarcity •  Social Proof Bob Cialdini #DxFSF 14PersuasionAPI is a product created by Science Rockstars™ 14
  • Online Persuasion #DxFSF 15PersuasionAPI is a product created by Science Rockstars™ 15
  • The Art of Persuasion #DxFSF 16PersuasionAPI is a product created by Science Rockstars™ 16
  • Advanced Persuasion via Facebook -  low cost of liking -  existing motivation -  hot triggers Source: Robert Neal.com #DxFSF 17PersuasionAPI is a product created by Science Rockstars™ 17
  • Putting Persuasive Triggers in the Path of visitors 1. Commitment 2. Scarcity 3. Authority #DxFSF 18PersuasionAPI is a product created by Science Rockstars™ 18
  • 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 #DxFSF 19 19PersuasionAPI is a product created by Science Rockstars™
  • 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™ #DxFSF 20
  • People are different (duh!)PersuasionAPI is a product created by Science Rockstars™ #DxFSF 21
  • Not everyone obeys the laws of social proof Slide with the towell example #DxFSF 22PersuasionAPI is a product created by Science Rockstars™ 22
  • There are people that question authority Slide with the towell example #DxFSF 23PersuasionAPI is a product created by Science Rockstars™ 23
  • People are consistently different #DxFSF 24PersuasionAPI is a product created by Science Rockstars™ 24
  • Persuade individuals rather than a group  PersuasionAPI is a product created by Science Rockstars™ #DxFSF 25 25
  • 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 26 26Beta Launch presentations Q2 2012 #DxFSF
  • 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. 27Beta Launch presentations Q2 2012 #DxFSF 27
  • 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 28Beta Launch presentations Q2 2012 #DxFSF 28
  • Increasing chance of conversion for each customer individualy Third page served: Normal: A1: A2: A3: Effect 29Beta Launch presentations Q2 2012 #DxFSF 29
  • Wait… There’s more! Bridgingoptimalization and personalization CRM Third contact: Normal: A1: A2: A3: Effect 30Beta Launch presentations Q2 2012 #DxFSF 30
  • Paving the way for Multi-channel Persuasion Third contact: Normal: A1: A2: A3: Effect 31Beta Launch presentations Q2 2012 #DxFSF 31
  • It really works… #DxFSF 32PersuasionAPI is a product created by Science Rockstars™ 32
  • It works on different levels #DxFSF 33PersuasionAPI is a product created by Science Rockstars™ 33
  • Casestudy Philips Directlife: • Slide with the towell exampleBeta Launch presentations Q2 2012 #DxFSF 34
  • 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 Team Beta Launch presentations Q2 2012 #DxFSF 35
  • 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™ #DxFSF 36
  • 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™ #DxFSF 37
  • 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.  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™ #DxFSF 38
  • 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™ #DxFSF 39
  • Persuasion Profiling Now the game has changed, what’s going to be your play? @arjanharing @persuasionapi 40PersuasionAPI is a product created by Science Rockstars™ 40