Emergence 2009
       eTourism Forum Cyprus
              19 February 2009




The role of persuasion
 in online conversio...
What’s the most
 powerful page
on your website?
The conversion triangle
            Utility




Usability             Persuasion
What is persuasion?

The goal of persuasion
is to change someone’s
 attitudes or behaviour.
    Make them comply with a re...
Overview

• Credibility    • Social proof
• Reciprocity    • Storytelling
• Decoying       • Timing
How we make our decisions
Elaboration Likelihood Model

  • High elaboration (central route)
    Requires great deal of th...
The need for
 decisional heuristics




500 milliseconds to         4 seconds to
determine credibility   determine usefuln...
Four types of credibility
• Presumed =    General assumptions in the
                mind of the perceiver
• Surface   =  ...
The power of credibility
A                          B




                                                     Marketing E...
Incentives and reciprocity
         A                                                  B
        Task                     ...
68%



32%
16%

      0%

84%
William-Sonoma £275 1988
Social proof (consensus)




                   Experiment: Milgrim, Bikman and Birkowitz
Good testimonials...
• are focused. Talk about specific benefits or
  personal situations
• overcome objections. Target co...
Copyright: Steve Double - www.double-whammy.com
Make them feel proud?

           The first,
           the last,
           the best
           and the rarest?
Copyright: Steve Double - www.double-whammy.com
Persuasion windows
• When you are in a good mood
• When your world view no longer makes sense
• When you can take action i...
What’s the most
 powerful page
on your website?
customer-engagement-network.com




 Thanks for listening.
 Email: r.sedley@cscape.com
 Give me you business card afterwar...
Persuasion Design in digital - etourism-forum
Persuasion Design in digital - etourism-forum
Persuasion Design in digital - etourism-forum
Persuasion Design in digital - etourism-forum
Persuasion Design in digital - etourism-forum
Persuasion Design in digital - etourism-forum
Persuasion Design in digital - etourism-forum
Persuasion Design in digital - etourism-forum
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Persuasion Design in digital - etourism-forum

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Persuasion in design, novel mechanism for effective discovery and adaptation to customer engagement in travel - etourism forum with Richard Sedley

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Transcript of "Persuasion Design in digital - etourism-forum"

  1. 1. Emergence 2009 eTourism Forum Cyprus 19 February 2009 The role of persuasion in online conversion Richard Sedley cScape Customer Engagement Director
  2. 2. What’s the most powerful page on your website?
  3. 3. The conversion triangle Utility Usability Persuasion
  4. 4. What is persuasion? The goal of persuasion is to change someone’s attitudes or behaviour. Make them comply with a request using an understanding of human psychology
  5. 5. Overview • Credibility • Social proof • Reciprocity • Storytelling • Decoying • Timing
  6. 6. How we make our decisions Elaboration Likelihood Model • High elaboration (central route) Requires great deal of thought to make a decision • Low elaboration (peripheral route) Requires little thought, reliant on decisional heuristics Petty & Cacioppo, 1981
  7. 7. The need for decisional heuristics 500 milliseconds to 4 seconds to determine credibility determine usefulness
  8. 8. Four types of credibility • Presumed = General assumptions in the mind of the perceiver • Surface = Simple inspection or initial first hand experience • Reputed = Third party endorsements, reports or referrals • Earned = First hand experience that extends over time Stanford University, Persuasive Technology Lab, 2003
  9. 9. The power of credibility A B Marketing Experiments Journal, Feb 2007 Conversion rate = 2.69% Conversion rate = 3.03% % change = 12.64% Projected monthly gain = $30,582.30
  10. 10. Incentives and reciprocity A B Task Incentive Incentive Task Conversion rate = 84% Conversion rate = 72% 44% 91% completion accuracy completion accuracy Embedded Persuasive Strategies to Obtain Visitors’ Data. Gamberini, Petrucci, Spoto, Spagnolli
  11. 11. 68% 32%
  12. 12. 16% 0% 84%
  13. 13. William-Sonoma £275 1988
  14. 14. Social proof (consensus) Experiment: Milgrim, Bikman and Birkowitz
  15. 15. Good testimonials... • are focused. Talk about specific benefits or personal situations • overcome objections. Target conversion barriers • are contextual. Position where customer might ask questions and need reassurance • are plentiful. Build a wall of satisfaction • are credible. Lead with skeptics and problems Why testimonials do (and don’t) work: Holly Buchanan, Future Now Sean DeSouza: Pyschotactics Marketing Experiments: Optimizing site design
  16. 16. Copyright: Steve Double - www.double-whammy.com
  17. 17. Make them feel proud? The first, the last, the best and the rarest?
  18. 18. Copyright: Steve Double - www.double-whammy.com
  19. 19. Persuasion windows • When you are in a good mood • When your world view no longer makes sense • When you can take action immediately • When you feel indebted because of a favour • Immediately after you have made a mistake • Immediately after you have denied a request Stanford University, Persuasive Technology Lab, 2003
  20. 20. What’s the most powerful page on your website?
  21. 21. customer-engagement-network.com Thanks for listening. Email: r.sedley@cscape.com Give me you business card afterwards and I’ll send you a sheet with 10 persuasive tips

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