PersuasionAPI at Design for Conversion Koln
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PersuasionAPI at Design for Conversion Koln

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science (and practice) of persuasion profiling presented at the 6th Design for Conversion in Cologne. #dfc6

science (and practice) of persuasion profiling presented at the 6th Design for Conversion in Cologne. #dfc6

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  • The Last 15 Minutes of DfC we are happy to introduce the way we think design for conversion will head the following years.
  • To do so, I would like you to meet Bob. Bob races bikes, reads science fiction, and loves Orange (the color that is)
  • So what have we done over the last years to design for Bob? Lets have a look at his Amazon.com page
  • First, we created reccomendation engines: Bob now gets to see science fiction novels instead of books on world war II – ones he would neve buy.That was a great improvement.
  • Next, we focused on the color of buttons. We AB tested the crap out of them, and found out that more people like orange (we have no clue why…)But anyway, Bob’s button is orange!
  • However, Bob did not buy the book…
  • Why not? Because more important than the color was the Facebook Like button on the page. Over 15.000 people like this book…
  • And what I did not tell you about Bob – but all his good friends know – is that bob does not follow the herd.Bob will never buy things that everyone else has already bought.
  • Thus, more important than out buttons or background is the use of persuasion to increase conversion. Cialdini identifies 6 principles of persuasion:..[explain]..
  • Recent scientific work shows that there are large individual differences in the responses to the persuasion principles: While the Like button works great for some consumers, it never works for Bob.Digging deeper we found that just trying every trick in the book fails: You need to approach your consumers using the right persuasion principle
  • [To Arjan?]So that is exactly what we do with PersuasionAPI.We provide our clients with software to monitor the effectiveness of different persuasion attempts and in real time, at the level of an individual client, we suggest the best principle.Just to increase conversion…
  • Randomized Probability Matching to make sure

PersuasionAPI at Design for Conversion Koln Presentation Transcript

  • 1. PersuasionProfiling @ DfC
    Maurits Kaptein & Arjan Haring
    Empericalworkby Dean Eckles, Steven Duplinksy & Maurits Kaptein
  • 2. The DfCJacket
    Photo by Barbara Koop
  • 3. Meet Bob:
    • Bob likes to Race bikes
    • 4. Bob reads science fiction novels
    • 5. Bob’s favorite color is orange
  • DfCfor Bob
    (15.063)
  • 6. We selected the product to fit Bob:
  • 7. We AB tested the crap out of the buttons:
  • 8. Bob didn’t buy….
  • 9. Why Bob did not buy:
    (15.063)
  • 10.
  • 11. 6 Principles of Persuasion
    Liking
    Social Proof
    Authority
    Commitment
    Reciprocity
    Scarcity
  • 12. Responses to Persuasion
    Large individual differences
    But people are consistent
    “Trying every trick in the book” fails
  • 13. Persuasion Profiling
  • 14. Optimize Explore - Exploit
  • 15. How do you use persuasion?
    Design your Persuasive Strategies
    Measure their success
    Optimize your designs
    Dynamically
    At an individual level
  • 16. www.persuasion-profiling.com