6 Principles of Persuasion
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6 Principles of Persuasion

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An adapted version of my presentation to the Design for Persuasion conference in Brussels, Oct 2009. This version was presented to the London IA event Nov 2009.

An adapted version of my presentation to the Design for Persuasion conference in Brussels, Oct 2009. This version was presented to the London IA event Nov 2009.

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6 Principles of Persuasion 6 Principles of Persuasion Presentation Transcript

  • 6 Persuasive Principles for Digital Effectiveness
    Richard Sedley
  • http://architectures.danlockton.co.uk
  • Trigger the behavior!
    High motivation
    Increasing likeliness to perform target behavior
    Low
    motivation
    Low
    ability
    High
    ability
    BJ Fogg: behaviormodel.org
  • www.behaviormodel.org
  • 01Persuasion Windows
  • Persuasion windows open…
    • 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
    Persuasive Technology: Using Computers to Change What We Think and Do, BJ Fogg
    Stanford University, Persuasive Technology Lab, 2003
  • 02Storytelling
  • Storytelling
    Copyright: Steve Double - www.double-whammy.com
  • Elements of a good story
    • PASSION to make your customers care
    • a HERO to drive the action
    • anANTAGONIST to challenge the hero
    • a moment of AWARENESS where the hero realises how to overcome his or her obstacles
    • TRANSFORMATION wherein the hero accomplishes his or her desired goals
    The Elements of Persuasion: Use Storytelling to Pitch Better, Sell Faster & Win More Business,
    Richard Maxwell & Robert Dickman
  • 03
    Social proof
  • Social proof
    Experiment: Milgrim, Bikman and Birkowitz
  • Social proof
  • 05
    Error / correction
  • 05Reciprocity
  • 44%
    completion accuracy
    91%
    completion accuracy
    Reciprocity
    A
    B
    Form
    Whitepaper
    Whitepaper
    Form
    Conversion rate = 84%
    Conversion rate = 72%
    Embedded Persuasive Strategies to Obtain Visitors’ Data. Gamberini, Petrucci, Spoto, Spagnolli
  • 06
    Relativity
  • Incentives and reciprocity
    Value is relative
    68%
    32%
  • Incentives and reciprocity
    Value is relative
    16%
    0%
    84%
  • William-Sonoma £275 1988
  • Persuasive Principles for Digital Effectiveness
    Persuasion Windows
    Storytelling
    Social proof
    Error / correction
    Reciprocity
    Relativity
  • Thank’sfor listening
    Richard Sedley
    r.sedley@cscape.com
    Twitter.com/richardsedley