Persuasion Tactics for Increased Sales and Signups

Powerful Persuasion Tactics for Increased Sales and Signups.
Lauren Martin www.sitemotif.com

Persuasion versus Usability
Usability makes it easier for someone to do something, it makes it useable.
Persuasion is behind the persons motivation to do that thing in the first place.
At every barrier in usability there must be more motivation to complete the task than the effort required to complete it.

Why persuasion works
Because it provides proven shortcuts for us that reduces our already maxed out daily cognitive load.
We have learned these automatic fixed-action patterns. It’s a very efficient way of behaving as it reduces the need to analyze our every decision.

How does that help me?
So how can I use persuasion to
Push the sale?
Get new customers?
And Increase customer loyality?

Contrast Principle
Perception based on what is presented immediately prior providing a contrast.

Contrast Principle

Reciprocation
Obligation to repay favors.

Free Gift

Reciprocation

Free 1 Month Trial

Reject then Retreat
Uses contrast principle, concession is a favor, therefore you return favor by complying with retreat.

Request…

Then…

Retreat

Motivation
Challenges
Experimentation
Clear Goals
Strong Feedback
Competition
Reward
Recognition

Make it Easy to Experiment

Provide Clear Goals

Challenges & Reward

Encourage Exploration

Commitment & Consistency
Once we make a choice, we will commit to it.
Public written commitments are strongest
Many small commitments can change our self image
Low-ball Tactic
Foot-in-the-door
Ask someone to watch your stuff

Public Commitments

Written Commitments

Commitment to a Product

Lowballing
89.00
89.00
178.00
+

Social Proof
We look to the actions of others for examples.
“fast-selling” “most popular”
Number sold
The more people, the better.
Long lines
Customer testimonials
Ratings and Reviews

Social Proof

Social Proof with Similar People

Liking
We’re more likely to comply with those we like.
Physical attractiveness
Suckers to flattery
Want people to cooperate with us
Familiarity with things
Conditioning
Positive association
Similarity, “just like us”

People Who are Like Us

Working Together

Familiarity

Flattery

Scarcity
Limited availability
Fear of loss
Deadlines
Competition
exclusivity.

Exclusivity

Scarcity on Overstock.com

Scarcity

Supply & Demand / Exclusivity

Choices
Don’t have too many similar options
When your options get smaller gradually, you are more likely to make a choice.
Too many options overwhelm.

Reduce Options

Reduce Visible Options

Organize Options

Help them make a choice

What is it you want to do?
Push the Sale?
One day sales, timeline on offer
Limited edition items, short supply
Show positive reviews by other customers
Show similar purchases by similar customers
Provide a reason, “because” you deserve it
Show it in comparison, you might like this instead
Provide gifts with purchase
Show how many other people made this purchase
Frame it right, not “Still 10 left” but “Only 10 more” instead of “only one payment of 49.95” use “only 3 payments of 16.65”
Prominance, this is front page stuff

Get new customers?
Offer free trials, and gifts through promotions
Give current customers discounts for recommending friends
New customer only discounted rates
Attract attention with bright colors, and pretty people
Show how many others are doing this, using this service, buying this product
Associate your produt or service with other positive feelings and images
Resolve suspicions, show there is no “catch”

Increase Customer Loyalty & Membership?
Customer Rewards and Frequent Buyer Punch Cards
Exclusive invite only offers
Access to pre-sale discounts
Free or discounted shipping for members
Give incentives and challenges towards rewards, frequent flyer miles
Encourage exploration, you might also like our other offerings, cross sell and upsell
Good defaults, automatically enroll me when I sign up
Feedback, you this close to your free gift, do this to get there
Ask for commitments, leave a review for us on your new product

Good Resources on Persuasion
InfluenceThe Psychology of Persuasion By: Robert Cialdini
Neuro Web DesignWhat makes them click? By: Susan Weinschenk

More Resources…
Design with Intent Toolkit: http://architectures.danlockton.co.uk/2009/04/06/the-design-with-intent-toolkit/
Mind Bites: http://www.will-lion.com/mindbites/
Persuasive Design by Sebastian Deterding: http://www.slideshare.net/dings/persuasive-web-design-how-to-separate-users-from-their-bad-behaviours

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Persuasion Tactics for Increased Sales and Signups

by Lauren Martin

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