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Increasing conversions using the Science of Persuasion

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  • + richardsedley Richard Sedley 3 years ago
    I’ve added my notes from when I presented this so hopefully some of the more image orientated slides will make a bit more sense. (Because of the way Slideshare shows the comments you need to select the ’Comments on slide’ tab just below the slides in order to read the comments in the correct order)

    Richard

  • + richardsedley Richard Sedley 3 years ago
    Never one to squander a thank you

  • + richardsedley Richard Sedley 3 years ago
    Well, it’s probably your thank you pages. There you’ve got a persuasive window, there you’ve got an opportunity to talk to people, you’ve got a situation where someone is already committed to you and has already decided to do something.

    Marketing Sherpa did an analysis in January this year where they looked at their own thank you pages. 39 per cent of the people who viewed them accepted offers for something else. Where else do you get 39 per cent of your audience committing to do something else? What was interesting was that 29 per cent went for the most popular offer and 10 per cent went for other offers. So showing one offer is not enough. You need to be able to give people choice in these kind of moments. These are your moments of power, these are your persuasion windows that you need to make the most of in order to maximise the impact that you have on your sites.

  • + richardsedley Richard Sedley 3 years ago
    E-consultancy website opens a persuasion window by refusing access to non-subscribers and takes advantage of it by up-selling

    Immediately after you’ve denied a request.

    Once someone has moved from this page the power of the up-sell dissipates. Your Persuasion Window closes

  • + richardsedley Richard Sedley 3 years ago
    PW’s open when...

  • + richardsedley Richard Sedley 3 years ago
    Eventually we put up this sign. And it worked. Right place, right time = a persuasion window.

  • + richardsedley Richard Sedley 3 years ago
    This is her nursery. Rubbish kept getting dumped at the fence at the end. Nursery tried asking people nicely, treating them and using moral blackmail but still couldn’t stop the rubbish being dumped.

  • + richardsedley Richard Sedley 3 years ago
    This is my daughter Marianne

  • + richardsedley Richard Sedley 3 years ago
    Someone sent me a link to this the other day which I thought I’d share. Imagine the stories customers could write for themselves around an ecommerce site like this:

    [CLICK TO VIEW ANIMATION AND WEBSITE]

  • + richardsedley Richard Sedley 3 years ago
    Do you make your customers feel they are taking part in something special by choosing your products or services? A simple way is giving your customers information that confirms they made the right choice. If your current customers are potentially your best sales force, why not give them the tools to spread the word?

    Was your event the best attended, the first or the last? Do other well-respected companies, individuals, academic institutions or governments use your product? Select facts that confirm your customer’s wise decision in choosing you and help to ensure that others will get to hear about that choice, too.

    These kind of stories are great of both retention and acquisition but what people often miss is that our search for stories is one of the biggest factors in our decision making.Research in this area is beginning to indicate that storytelling is in fact the most powerful way that we reach understanding an decision making. In 2001 Professor Anthony Monaco and his team at Oxford University identified a gene called FoxP2 that indicates that this is in fact hardwired into our genome

    Providing pre-made stories that our customers can use can be the simple difference between conversion and a bounce.

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Notes on slide 1

Thank you for inviting me. Ok for the next 30 minutes I’m going you talk to you about Persuasion. Persuasion in the context of online conversions. When I’m not presenting at great E-consultancy events my day job is running my company cScape’s Customer Engagement Unit. We work with our clients to optimise their website, marketing campaigns and ultimately help them build lasting and productive relationships with their customers. So when I come to events like this I’m looking to perhaps solve a couple of problems I’m facing or most probably to learn at least a couple of things that are going to make me look smart and that I can use when I get back to work. So I thought that’s what I’d try and do for you today. [CLICK]

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Increasing conversions using the Science of Persuasion - Presentation Transcript

    • 21 November 2007 Richard Sedley , cScape Customer Engagement Director
    • Key words:
    • conversion, marketing, persuasion, motivation, web2.0
    • customer engagement, credibility, cscape, e-consultancy
    The role of persuasion in online conversion E-consultancy Online Marketing Masterclass: Conversion Keynote
  2. What’s the most powerful page on your website?
  3. Utility The conversion triangle Persuasion Usability
    • The goal of persuasion is to change someone’s attitudes or behaviour.
    • Make them comply with a request using an understanding of human psychology
    What is persuasion?
  5.  
    • Credibility
    • Social proof
    • Storytelling
    • Timing
    Overview
  7.  
    • 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
    How we make our decisions Petty & Cacioppo, 1981
  9. The need for decisional heuristics 500 milliseconds to determine credibility 4 seconds to determine usefulness
    • Presumed
    • Surface
    • Reputed
    • Earned
    Four types of credibility Stanford University, Persuasive Technology Lab, 2003 General assumptions in the mind of the perceiver Simple inspection or initial first hand experience Third party endorsements, reports or referrals First hand experience that extends over time
  11. The power of credibility A B Conversion rate = 2.69% Conversion rate = 3.03% % change = 12.64% Projected monthly gain = $30,582.30 Marketing Experiments Journal, Feb 2007
  12. Social proof (consensus) Experiment: Milgrim, Bikman and Birkowitz
  13.  
  14.  
  15. Good testimonials... Why testimonials do (and don’t) work: Holly Buchanan, Future Now Sean DeSouza: Pyschotactics Marketing Experiments: Optimizing site design
      • 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
  16. Copyright: Steve Double - www.double-whammy.com
    • The first, the last, the best and the rarest?
    Make them feel proud?
  18. Copyright: Steve Double - www.double-whammy.com
  19.  
  20.  
  21.  
    • 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
    Persuasion windows Stanford University, Persuasive Technology Lab, 2003
  23.  
  24. What’s the most powerful page on your website?
  25. Exploit a thank you?
    • Persuasion is about aligning our needs and desires with the needs and desires of our customers - for mutual benefit
    • Creation of persuasion pathways
    • Right-touching through persuasion windows
    • As part of engagement modeling
    The value of persuasion
  27. Thanks for listening
    • Richard Sedley: r.sedley@cscape.com
    • cScape newsletter: www.cscape.com
    • Blog: www. loopstatic.com
    • Grab me, say hello pick up a copy of 10 tips for online persuasion
    • Are you headlines failing?
    • Setting customer alarm clocks
    • Using your authority
    • More than just buttons
    • Avoiding trade-offs
    • Exploiting a thank you
    • Do you have social proof?
    • How credible are you?
    • Make them feel proud
    • The right picture says more

+ Richard SedleyRichard Sedley, 3 years ago

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