Increasing conversions using the Science of Persuasion


Published on

Conversion Keynote from the E-consultancy Online Marketing Masterclass.

Published in: Business, Technology
  • 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<br /><br/>
    Are you sure you want to  Yes  No
    Your message goes here
  • Never one to squander a thank you<br /><br/>
    Are you sure you want to  Yes  No
    Your message goes here
  • 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.<br /><br/>
    Are you sure you want to  Yes  No
    Your message goes here
  • 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<br /><br/>
    Are you sure you want to  Yes  No
    Your message goes here
  • PW's open when...<br /><br/>
    Are you sure you want to  Yes  No
    Your message goes here
No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide
  • 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]
  • Increasing conversions using the Science of Persuasion

    1. 1. <ul><li>21 November 2007 Richard Sedley , cScape Customer Engagement Director </li></ul><ul><li>Key words: </li></ul><ul><li>conversion, marketing, persuasion, motivation, web2.0 </li></ul><ul><li>customer engagement, credibility, cscape, e-consultancy </li></ul>The role of persuasion in online conversion E-consultancy Online Marketing Masterclass: Conversion Keynote
    2. 2. What’s the most powerful page on your website?
    3. 3. Utility The conversion triangle Persuasion Usability
    4. 4. <ul><li>The goal of persuasion is to change someone’s attitudes or behaviour. </li></ul><ul><li>Make them comply with a request using an understanding of human psychology </li></ul>What is persuasion?
    5. 6. <ul><li>Credibility </li></ul><ul><li>Social proof </li></ul><ul><li>Storytelling </li></ul><ul><li>Timing </li></ul>Overview
    6. 8. <ul><li>Elaboration Likelihood Model </li></ul><ul><ul><li>High elaboration (central route) </li></ul></ul><ul><ul><ul><li>Requires great deal of thought to make a decision </li></ul></ul></ul><ul><ul><li>Low elaboration (peripheral route) </li></ul></ul><ul><ul><ul><li>Requires little thought, reliant on decisional heuristics </li></ul></ul></ul>How we make our decisions Petty & Cacioppo, 1981
    7. 9. The need for decisional heuristics 500 milliseconds to determine credibility 4 seconds to determine usefulness
    8. 10. <ul><li>Presumed </li></ul><ul><li>Surface </li></ul><ul><li>Reputed </li></ul><ul><li>Earned </li></ul>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
    9. 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
    10. 12. Social proof (consensus) Experiment: Milgrim, Bikman and Birkowitz
    11. 15. Good testimonials... Why testimonials do (and don’t) work: Holly Buchanan, Future Now Sean DeSouza: Pyschotactics Marketing Experiments: Optimizing site design <ul><ul><li>are focused. Talk about specific benefits or personal situations </li></ul></ul><ul><ul><li>overcome objections. Target conversion barriers </li></ul></ul><ul><ul><li>are contextual. Position where customer might ask questions and need reassurance </li></ul></ul><ul><ul><li>are plentiful. Build a wall of satisfaction </li></ul></ul><ul><ul><li>are credible. Lead with skeptics and problems </li></ul></ul>
    12. 16. Copyright: Steve Double -
    13. 17. <ul><li>The first, the last, the best and the rarest? </li></ul>Make them feel proud?
    14. 18. Copyright: Steve Double -
    15. 22. <ul><li>When you are in a good mood </li></ul><ul><li>When your world view no longer makes sense </li></ul><ul><li>When you can take action immediately </li></ul><ul><li>When you feel indebted because of a favour </li></ul><ul><li>Immediately after you have made a mistake </li></ul><ul><li>Immediately after you have denied a request </li></ul>Persuasion windows Stanford University, Persuasive Technology Lab, 2003
    16. 24. What’s the most powerful page on your website?
    17. 25. Exploit a thank you?
    18. 26. <ul><li>Persuasion is about aligning our needs and desires with the needs and desires of our customers - for mutual benefit </li></ul><ul><li>Creation of persuasion pathways </li></ul><ul><li>Right-touching through persuasion windows </li></ul><ul><li>As part of engagement modeling </li></ul>The value of persuasion
    19. 27. Thanks for listening <ul><li>Richard Sedley: </li></ul><ul><li>cScape newsletter: </li></ul><ul><li>Blog: www. </li></ul><ul><li>Grab me, say hello pick up a copy of 10 tips for online persuasion </li></ul><ul><li>Are you headlines failing? </li></ul><ul><li>Setting customer alarm clocks </li></ul><ul><li>Using your authority </li></ul><ul><li>More than just buttons </li></ul><ul><li>Avoiding trade-offs </li></ul><ul><li>Exploiting a thank you </li></ul><ul><li>Do you have social proof? </li></ul><ul><li>How credible are you? </li></ul><ul><li>Make them feel proud </li></ul><ul><li>The right picture says more </li></ul>