Logan Tod
               Wednesday 2 April 2008




           Persuasion
  Stone Roses, child nursery,
The Economist & br...
A few things learnt…

• Credibility
• Influence
• Timing
A few things bouncing…

• The power of storytelling
• Semantic vs. episodic memory
• The role of relativity
The conversion triangle
            Utility




Usability             Persuasion
What is persuasion?

The goal of persuasion
is to change someone’s
 attitudes or behaviour.
     Make them comply with a r...
How we make our decisions
Elaboration Likelihood Model

  • High elaboration (central route)
    Requires great deal of th...
The need for
 decisional heuristics




500 milliseconds to         4 seconds to
determine credibility   determine usefuln...
• Credibility
• Motivation
• Timing
Four types of credibility
• Presumed =    General assumptions in the
                mind of the perceiver
• Surface   =  ...
The power of credibility
A                          B




                                                     Marketing E...
• Credibility
• Influence
• Timing
Principles of influence

• Reciprocity
• Commitment and consistency
• Social proof
• Affinity (Liking)
• Authority
• Scarc...
Incentives and reciprocity
         A                                               B
       Sign-up                      ...
Social proof (consensus)




                   Experiment: Milgrim, Bikman and Birkowitz
Good testimonials...
• are focused – talk about specific benefits or
  personal situations
• overcome objections – target ...
• Credibility
• Motivation
• Timing
Persuasion windows

• When you are in a good mood
• When your world view no longer makes sense
• When you can take action ...
• The power of storytelling
• Semantic vs. episodic memory
• The role of relativity
Copyright: Steve Double - www.double-whammy.com
Make them feel proud?

           The first,
           the last,
           the best
           and the rarest?
Elements of a good story
• PASSION to make your customers care
• a HERO to drive the action
• an ANTAGONIST to challenge t...
• The power of storytelling
• Semantic vs. episodic memory
• The role of relativity
The role of memory
     in the customer odyssey
                     individua                   The mem
                 ...
• The power of storytelling
• Semantic vs. episodic memory
• The role of relativity
68%



32%
16%


      0%

84%
Thanks for listening
•   Richard Sedley: r.sedley@cscape.com

•   cScape newsletter: www.cscape.com

•   Blog: loopstatic....
Online Persuasion: What I'm currently thinking about
Online Persuasion: What I'm currently thinking about
Online Persuasion: What I'm currently thinking about
Online Persuasion: What I'm currently thinking about
Online Persuasion: What I'm currently thinking about
Online Persuasion: What I'm currently thinking about
Online Persuasion: What I'm currently thinking about
Online Persuasion: What I'm currently thinking about
Online Persuasion: What I'm currently thinking about
Online Persuasion: What I'm currently thinking about
Online Persuasion: What I'm currently thinking about
Online Persuasion: What I'm currently thinking about
Online Persuasion: What I'm currently thinking about
Online Persuasion: What I'm currently thinking about
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Online Persuasion: What I'm currently thinking about

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Short presentation I delivered to Logan Tod as part of a staff lunch exchange.

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Online Persuasion: What I'm currently thinking about

  1. 1. Logan Tod Wednesday 2 April 2008 Persuasion Stone Roses, child nursery, The Economist & bread makers, Richard Sedley, cScape Customer Engagement Director Key words: marketing, persuasion, motivation, conversion customer engagement, credibility, logan tod, cscape
  2. 2. A few things learnt… • Credibility • Influence • Timing
  3. 3. A few things bouncing… • The power of storytelling • Semantic vs. episodic memory • The role of relativity
  4. 4. The conversion triangle Utility Usability Persuasion
  5. 5. What is persuasion? The goal of persuasion is to change someone’s attitudes or behaviour. Make them comply with a request using an understanding of human psychology.
  6. 6. How we make our decisions 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 Petty & Cacioppo, 1981
  7. 7. The need for decisional heuristics 500 milliseconds to 4 seconds to determine credibility determine usefulness
  8. 8. • Credibility • Motivation • Timing
  9. 9. Four types of credibility • Presumed = General assumptions in the mind of the perceiver • Surface = Simple inspection or initial first hand experience • Reputed = Third party endorsements, reports or referrals • Earned = First hand experience that extends over time Stanford University, Persuasive Technology Lab, 2003
  10. 10. The power of credibility A B Marketing Experiments Journal, Feb 2007 Conversion rate = 2.69% Conversion rate = 3.03% % change = 12.64% Projected monthly gain = $30,582.30
  11. 11. • Credibility • Influence • Timing
  12. 12. Principles of influence • Reciprocity • Commitment and consistency • Social proof • Affinity (Liking) • Authority • Scarcity Robert Cialdini, Influence: The Psychology of Persuasion, 1984
  13. 13. Incentives and reciprocity A B Sign-up Report Report Sign-up Conversion rate = 84% Conversion rate = 72% 44% 91% completion accuracy completion accuracy Embedded Persuasive Strategies to Obtain Visitors’ Data. Gamberini, Petrucci, Spoto, Spagnolli
  14. 14. Social proof (consensus) Experiment: Milgrim, Bikman and Birkowitz
  15. 15. Good testimonials... • 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 testimonials • are credible – lead with skeptics and problems Why testimonials do (and don’t) work: Holly Buchanan, Future Now Sean DeSouza: Pyschotactics Marketing Experiments: Optimizing site design
  16. 16. • Credibility • Motivation • Timing
  17. 17. Persuasion windows • 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 Stanford University, Persuasive Technology Lab, 2003
  18. 18. • The power of storytelling • Semantic vs. episodic memory • The role of relativity
  19. 19. Copyright: Steve Double - www.double-whammy.com
  20. 20. Make them feel proud? The first, the last, the best and the rarest?
  21. 21. Elements of a good story • PASSION to make your customers care • a HERO to drive the action • an ANTAGONIST 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 by Maxwell and Dickman
  22. 22. • The power of storytelling • Semantic vs. episodic memory • The role of relativity
  23. 23. The role of memory in the customer odyssey individua The mem l features ory of ep or the un hemeral ique part details, iculars of an exper ience. The me m gist, the ory of meani genera ng. Me l signifi m cance o ory that prese f remem rv bered e es only the xperien ces.
  24. 24. • The power of storytelling • Semantic vs. episodic memory • The role of relativity
  25. 25. 68% 32%
  26. 26. 16% 0% 84%
  27. 27. Thanks for listening • Richard Sedley: r.sedley@cscape.com • cScape newsletter: www.cscape.com • Blog: loopstatic.com • Ideas: richard-sedley.tumblr.com • Snips: sedley.tumblr.com • Twitter: twitter.com/richardsedley • Linkedin: linkedin.com/in/richardsedley • Facebook: profile.to/richard
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