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The Secret Psychology Of Online Persuasion

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The Secret Psychology of Online Persuasion …

The Secret Psychology of Online Persuasion

In this revealing presentation, Web Psychologist Nathalie Nahai reveals how you can understand the brain’s primal, emotional and rational systems to predict the behaviour of prospects and tailor your marketing communications for more engagement.

Watch this presentation to discover how to:

- Leverage the brain’s primal, emotional and rational systems to engage customers and prospects persuasively
- Employ specific online persuasion techniques on your website and in your marketing campaigns
- Improve your marketing communications with a solid understanding of basic web psychology principles

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  • 1. THE SECRET PSYCHOLOGY OF ONLINE PERSUASION THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 2. TODAY’S TALK 1 The ‘Three Systems’ Brain 2 Primal 3 Emotional 4 Rational 5 Key Takeaways THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 3. DOWNLOAD THE SLIDES bit.ly/webpsych THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 4. FIRST… AN INTRODUCTION THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 5. NATHALIE NAHAI THE WEB PSYCHOLOGIST Twitter: @thewebpsych Website: thewebpsychologist.com Institute: instituteofwebpsychology.com THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 6. WEBS OF INFLUENCE THE PSYCHOLOGY OF ONLINE PERSUASION Pearson, 2012 UK | EU | USA | KOREA | JAPAN | CHINA THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 7. THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 8. WEB PSYCHOLOGY [ I coined the term ‘Web Psychology’ ] in 2011 and defined it as… THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 9. WEB PSYCHOLOGY The empirical study of how online environments influence our attitudes and behaviours “ THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. ”
  • 10. WEB PSYCHOLOGY HCI neuroscience neuro-aesthetics THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. user experience social psychology cognitive psychology cross-cultural psychology behavioural economics persuasive technology personality psychology digital humanities marketing
  • 11. HOW IT HELPS YOU [ Web Psychology is a psychological toolkit that will help you design more persuasive ] websites, marketing, and user experiences THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 12. 1 ‘THREE SYSTEMS’ BRAIN THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 13. THE ‘THREE SYSTEMS’ • Triune brain • Brain is highly complex • Useful model • Understand hidden motivations • Design persuasive experiences THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 14. THE ‘THREE SYSTEMS’ • Primal THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 15. THE ‘THREE SYSTEMS’ • Primal • Emotional THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 16. THE ‘THREE SYSTEMS’ • Primal • Emotional • Rational THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 17. 2 PRIMAL THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 18. PRIMAL • Common to all animals • Basic vital functions • Risky vs. Safe (FFF) • Sex • Food THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 19. KEY PRINCIPLES • Cues for sex • Images of food • Motion • Contrast & concrete • Peak end rule • Scarcity THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 20. Julian Wolkenstein – Symmetrical Portraits THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 21. KEY PRINCIPLES • Cues for sex • Images of food • Motion • Contrast & concrete • Peak end rule • Scarcity THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 22. FTHoEo dW E–B m PSaYkCeHsO aL OvGirItSuTa l space ‘feel’ more real @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 23. KEY PRINCIPLES • Cues for sex • Images of food • Motion • Contrast & concrete • Peak end rule • Scarcity THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 24. THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 25. KEY PRINCIPLES • Cues for sex • Images of food • Motion • Contrast & concrete • Peak end rule • Scarcity THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 26. THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 27. KEY PRINCIPLES • Cues for sex • Images of food • Motion • Contrast & concrete • Peak end rule • Scarcity THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 28. THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 29. KEY PRINCIPLES • Cues for sex • Images of food • Motion • Contrast & concrete • Peak end rule • Scarcity THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 30. THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 31. STHcaE rWciEtBy P–S YliCmHiOteLdO GtiImSTe , limited stock @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 32. STHcaE rWciEtBy P–S YliCmHiOteLdO GtiImSTe , limited stock @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 33. 3 EMOTIONAL THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 34. EMOTIONAL • Limbic system • Ancient & automatic • Amygdala fear, relevance, trust • Thalamus happy, sad, disgusted • VTA dopamine – risk & reward THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 35. KEY PRINCIPLES • Empathy (mirror neurons) • Pleasure & pain • Body language • Story-telling • Images of faces THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 36. MIRROR NEURONS [ Placed electrodes in ventral premotor cortex of macaques, to study neurons specialized in ] control of hand and mouth actions… 10% mirror actions - Rizzolatti et al (1992) THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 37. MIRRORING THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 38. MIND-READING “ Building block of human interaction - assisting in “mind-reading” and allowing people to understand and to share the feelings of others ” - Hatfield et al (2009) THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 39. KEY PRINCIPLES • Empathy (mirror neurons) • Pleasure & pain • Body language • Story-telling • Images of faces THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 40. THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 41. ETHmEo WtioEBn aPSl YeCnHgOaLgOeGmISeT nt – identify wider impact @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 42. ETHmEo WtioEBn aPSl YeCnHgOaLgOeGmISeT nt – identify wider impact @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 43. ETHmEo WtioEBn aPSl YeCnHgOaLgOeGmISeT nt – identify wider impact @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 44. ETHmEo WtioEBn aPSl YeCnHgOaLgOeGmISeT nt – identify wider impact @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 45. ASK YOURSELF “ How does purchasing your product translate into a greater impact worth celebrating? ” THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 46. KEY PRINCIPLES • Empathy (mirror neurons) • Pleasure & pain • Body language • Story-telling • Images of faces THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 47. BTHoEd yW ELBa nPgSYuCaHgOeL O–G oISpTe n, smiling, eye-gaze @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 48. KEY PRINCIPLES • Empathy (mirror neurons) • Pleasure & pain • Body language • Story-telling • Images of faces THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 49. TTHelEl Wa EsBto PrSyY C–H mOLaOkGeI SitT surprising and funny @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 50. TTHelEl Wa EsBto PrSyY C–H mOLaOkGeI SitT surprising and funny @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 51. TTHelEl Wa EsBto PrSyY C–H mOLaOkGeI SitT surprising and funny @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 52. KEY PRINCIPLES • Empathy (mirror neurons) • Pleasure & pain • Body language • Story-telling • Images of faces THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 53. UTHsEe WfaEcBe PsS –Y CtHeOll LaO GstIoSTr y @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 54. UTHsEe WfaEcBe PsS –Y CeHmOoLOtiGoInSaT l engagement @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 55. 4 RATIONAL THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 56. RATIONAL • Unique to humans • Higher cognitive functions • Plan, organise, problem-solve • Social learning & innovation • Language, abstract thought THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 57. KEY PRINCIPLES • Enable post-rationalisation • Product demonstration • Listing specs / product benefits • Give evidence that it works • Be the authority THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 58. REWARD THEM [ Positive reinforcement – thank your customers! “You made a good decision for signing up” ] (to an email, webinar, event, order, etc.) Give a video / freebie / resources THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 59. KEY PRINCIPLES • Enable post-rationalisation • Product demonstration • Listing specs / product benefits • Give evidence that it works • Be the authority THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 60. STHoEc iWaEl Bp rPoSoYCf H–O yLoOuGrIS pT eers are all buying it @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 61. STHoEc iWaEl Bp rPoSoYCf H–O yLoOuGrIS pT eers are all buying it @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 62. KEY PRINCIPLES • Enable post-rationalisation • Product demonstration • Listing specs / product benefits • Give evidence that it works • Be the authority THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 63. LTiHsEt sWpEeBc iPfSicYaCtHioOnLOs GIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 64. LTiHsEt sWpEeBc iPfSicYaCtHioOnLOs GIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 65. KEY PRINCIPLES • Enable post-rationalisation • Product demonstration • Listing specs / product benefits • Give evidence that it works • Be the authority THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 66. THE WEB PSYCHOLOGIST @TheW6eb6P All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. sych EVIDENCE
  • 67. KEY PRINCIPLES • Enable post-rationalisation • Product demonstration • Listing specs / product benefits • Give evidence that it works • Be the authority THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 68. AUTHORITY THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 69. 5 KEY TAKEAWAYS THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 70. KEY TAKEAWAYS To be persuasive online in ecommerce, marketing and customer engagement, you have to target all 3 systems. THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 71. KEY TAKEAWAYS To be persuasive online in ecommerce, marketing and customer engagement, you have to target all 3 systems. Your message, content and website should be: THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 72. KEY TAKEAWAYS To be persuasive online in ecommerce, marketing and customer engagement, you have to target all 3 systems. Your message, content and website should be: þ Primal Arousing THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 73. KEY TAKEAWAYS To be persuasive online in ecommerce, marketing and customer engagement, you have to target all 3 systems. Your message, content and website should be: þ Primal Arousing þ Emotional Emotionally effective THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 74. KEY TAKEAWAYS To be persuasive online in ecommerce, marketing and customer engagement, you have to target all 3 systems. Your message, content and website should be: þ Primal Arousing þ Emotional Emotionally effective þ Rational Intellectually compelling THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 75. REFERENCES 1 Julian Wolkenstein (2012): http://www.julianwolkenstein.com/index.php/project/symmetrical-portraits/ 2 Squarespace (2013): http://www.squarespace.com/ 3 Standard Life Investments – Mohawk: http://www.creativebrief.com/agency/work/21462/3097/standard-life-investments-advertising-digital-potential-delivered-by-mohawk-ltd 4 Worchel, S., Lee, J., & Adewole, A. (1975). Effects of supply and demand on ratings of object value. Journal of Personality and Social Psychology, 32(5), THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. pp. 906-914. 5 Infine Wordpress Theme (2014): http://wp.infine.byaviators.com/ 6 Achica (2013). http://www.achica.com 7 Di Pellegrino, G., Fadiga, L., Fogassi, L., Gallese, V., & Rizzolatti, G. (1992). Understanding motor events: A neurophysiological study. Experimental Brain Research, 91, pp. 176-180. 8 Monkey Image Credit: Evolution of Neonatal Imitation. Gross L, PLoS Biology Vol. 4/9/2006, e311 doi:10.1371/journal.pbio.0040311 9 Laird, J. D., Cuniff, M., Sheehan, K., Shulman, D., & Strum, G. (1989). Emotion specific effects of facial expressions on memory for life events. Journal of Social Behavior and Personality, 4, pp. 87-98. 10 Fail Blog Nut Shots (2012). http://www.youtube.com/watch?v=apVZCG5zAxw&feature=c4-overview&list=UUONQ53-nTMwqiRhj3sRaiAQ 11 Given Goods Co. (2014): http://givengoods.co/ & http://givengoods.co/impact-map 12 Marie Forleo (2013): http://www.marieforleo.com/ 13 Beta Brand (2014): http://www.betabrand.com/ 14 Charity Water (2014): http://www.charitywater.org/ 15 Nasty Gal (2014): http://theclick.nastygal.com/ 16 Olapic (2014): http://learn.olapic.com/request-knowledge 17 Nikon (2013): http://www.nikonusa.com/ 18 Hootsuite (2013): https://hootsuite.com/plans 19 Boots No 7 (2014): http://www.boots.com/en/No-7/No7-Skincare/ 20 Clinique (2013): http://www.clinique.co.uk/cms/why_clinique/index.tmpl#
  • 76. Twitter: @thewebpsych Website: thewebpsychologist.com Email: hello@thewebpsychologist.com THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. 76 THANK YOU!

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