Nathalie Nahai - 15 psych tips to help you sell more online

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Do you want to drive more sales through your website?

In this presentation, Nathalie covers 15 top psychological tips that you can use to sell more persuasively online. Using case studies and examples of best practice, you'll take away key insights that you can apply to your website, whether you run an SME or a Fortune 500 business.

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Nathalie Nahai - 15 psych tips to help you sell more online

  1. 15 PSYCH TIPS TO HELP YOU SELL MORE ONLINE THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 1  
  2. 1  2  3  4  5  INTRODUCTION BARRIERS KEY QUESTIONS TOP 15 PSYCH TIPS EFFECTIVE SALES WEBSITES THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 2  
  3. 1  2  3  4  5  INTRODUCTION BARRIERS KEY QUESTIONS TOP 15 PSYCH TIPS EFFECTIVE SALES WEBSITES THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 3  
  4. 1  2  3  4  5  INTRODUCTION BARRIERS KEY QUESTIONS TOP 15 PSYCH TIPS EFFECTIVE SALES WEBSITES THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 4  
  5. 1  2  3  4  5  INTRODUCTION BARRIERS KEY QUESTIONS TOP 15 PSYCH TIPS EFFECTIVE SALES WEBSITES THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 5  
  6. 1  2  3  4  5  INTRODUCTION BARRIERS KEY QUESTIONS TOP 15 PSYCH TIPS EFFECTIVE SALES WEBSITES THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 6  
  7. 1 INTRODUCTION THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 7  
  8. WEBS OF INFLUENCE THE PSYCHOLOGY OF ONLINE PERSUASION Pearson, 2012 UK | EU | USA | KOREA | JAPAN | CHINA THE WEB PSYCHOLOGIST @THEWEBPSYCH @THEWEBPSYCH 8   All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  9. THE WEB PSYCHOLOGIST @THEWEBPSYCH @THEWEBPSYCH 9   All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  10. WEB PSYCHOLOGY “ The empirical study of how online environments influence our attitudes and behaviours THE WEB PSYCHOLOGIST @THEWEBPSYCH ” @THEWEBPSYCH 10   All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  11. neuroscience behavioural economics cognitive psychology neuroaesthetics THE WEB PSYCHOLOGIST @THEWEBPSYCH HCI WEB PSYCHOLOGY cross-cultural psychology user experience social psychology All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 11  
  12. IT’S ABOUT CONTEXT PSYCHOLOGY INDIVIDUAL CULTURAL THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 12  
  13. 3 SECRETS TO ONLINE SUCCESS THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 13  
  14. 1  KNOW WHO YOU’RE TARGETING 2  COMMUNICATE PERSUASIVELY 3  SELL WITH INTEGRITY THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 14  
  15. 1  KNOW WHO YOU’RE TARGETING 2  COMMUNICATE PERSUASIVELY 3  SELL WITH INTEGRITY THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 15  
  16. 1  KNOW WHO YOU’RE TARGETING 2  COMMUNICATE PERSUASIVELY 3  SELL WITH INTEGRITY THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 16  
  17. 2 BARRIERS THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 17  
  18. SO, WHAT STOPS PEOPLE FROM BUYING ONLINE? THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 18  
  19. RISK, TRUST & PRIVACY “ A lack of trust and face-to-face interaction prevents many people from purchasing online Peter  de  Vries  &  Ad  Pruyn  (2007)   THE WEB PSYCHOLOGIST @THEWEBPSYCH ” All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 19  
  20. CONSUMER TRENDS What stops us buying online? Lack of customer service Privacy / security concerns No real salesperson Ahuja  et  al  (2003)   THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 20  
  21. CONSUMER TRENDS What information do we trust? Consumer reviews Earned media Nielsen  (2012)   THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 21  
  22. RISK, TRUST & PRIVACY 1  Require greater trust / confidence online vs. face to face 2  First thing visitors do: subconsciously scan for trust cues 3  New visitors assess trust via your website’s functionality, design & reputation Ref:  (4)  (5)  (6)   THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 22  
  23. RISK, TRUST & PRIVACY 1  Require greater trust / confidence online vs. face to face 2  First thing visitors do: subconsciously scan for trust cues 3  New visitors assess trust via your website’s functionality, design & reputation Ref:  (4)  (5)  (6)   THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 23  
  24. RISK, TRUST & PRIVACY 1  Require greater trust / confidence online vs. face to face 2  First thing visitors do: subconsciously scan for trust cues 3  New visitors assess trust via your website’s functionality, design & reputation Ref:  (4)  (5)  (6)   THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 24  
  25. 3 KEY QUESTIONS THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 25  
  26. WHO ARE YOU AS A BUSINESS? THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 26  
  27. WHO IS YOUR TARGET MARKET? THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 27  
  28. WHAT IS YOUR WEBSITE’S PRIMARY GOAL? THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 28  
  29. 4 TOP 15 PSYCH TIPS THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 29  
  30. 1 SCARCITY THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 30  
  31. THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 31  
  32. THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 32  
  33. 2 AUTHORITY THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 33  
  34. THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 34  
  35. THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 35  
  36. TO ILLUSTRATE THE NEXT FEW POINTS, WHAT DO YOU NOTICE HERE? THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 36  
  37. THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 37  
  38. THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 38  
  39. THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 39  
  40. 3 CHARM PRICES THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 40  
  41. THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 41  
  42. 4 POWER OF THREE THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 42  
  43. THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 43  
  44. CHOICE When faced with graded options we go for the middle one – in value and location: 1  Wine experiment 2  Grocery stores 3  Online options Rodway  et  al  (2012)   THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 44  
  45. 5 PAINLESS THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 45  
  46. THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 46  
  47. 6 RATINGS THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 47  
  48. THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 48  
  49. 7 TESTIMONIALS THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 49  
  50. THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 50  
  51. 8 CREDIBILITY THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 51  
  52. THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 52  
  53. 9 SECURITY THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 53  
  54. THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 54  
  55. 10 RECIPROCITY THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 55  
  56. THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 56  
  57. 11 SOCIAL PROOF THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 57  
  58. THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 58  
  59. 12 CONTRAST & CONCRETE THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 59  
  60. THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 60  
  61. THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 61  
  62. 13 SALES BUTTONS THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 62  
  63. THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 63  
  64. 14 FRAME IN TERMS OF LOSS THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 64  
  65. WHICH IS MORE PERSUASIVE? 1  You’ll save money by replacing the insulation in your home. 2  You’re losing money by not replacing the insulation in your home. Rodway  et  al  (2012)   THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 65  
  66. 15 TEST, TEST, TEST! THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 66  
  67. How users will look at your website within the first few seconds of their visit Computational neuroscientific model of human attention >90% predictive accuracy vs. empirical studies THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 67  
  68. 5 EFFECTIVE SALES WEBSITES THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 68  
  69. ATTENTION OPTIMISATION CASE STUDY THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 69  
  70. THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 70  
  71. THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 71  
  72. ATTENTION OPTIMISATION CASE STUDY THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 72  
  73. THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 73  
  74. THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 74  
  75. REFERENCES 1  P. de Vries and A. Pruyn (2007). Source salience and the persuasiveness of peer recommendations: The mediating role of social trust. Persuasive, LNCS, 4744: 164–75. 2  M. Ahuja, B. Gupta, P. Raman (2003). An empirical investigation of online consumer purchasing behaviour. Communications of the ACM, 46: 145–51. 3  Nielsen (2012). Global trust in advertising and brand messages. Available online at: www.nielsen.com/us/en/insights/reports-downloads/2012/global-trust-in-advertisingand-brand-messages.html 4  H. Van der Heijden, T. Verhagen and M. Creemers (2003). Understanding online purchase intentions: Contributions from technology and trust perspectives. European Journal of Information Systems, 12: 41–8. 5  E. Andrade, V. Kaltcheva and B. Weitz (2002). Self-disclosure on the Web: The impact of privacy policy, reward and brand reputation. Advances in Consumer Research, 29: 350–3. 6  M. F. Wolfinbarger and M. C. Gilly (2002) .comQ: Dimensionalizing, measuring and predicting quality of the e-tailing experience. MSI Working Paper Series, No. 02-100. 7  P. Rodway, A.Schepman and J. Lambert (2012). Preferring the One in the Middle: Further Evidence for the Centre-stage Effect. Applied Cognitive Psychology, 26 (2), 215-222 THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 75  
  76. THANK YOU! INSTITUTE OF WEB PSYCHOLOGY .COM THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 76  

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