Changing the game of UX - Persuasion Profiling

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

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Changing the game of UX - Persuasion Profiling

by Arjan Haring on Oct 13, 2012

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Changing the game of UX - Persuasion Profiling Presentation Transcript