Customer Engagement and 10 Tips for Online Persuasion

Slide 1: The role of Persuasion in Customer Engagement Richard Sedley Director cScape Customer Engagement Unit

Slide 2: Overview • Customer Engagement: why now? • The role of Persuasion • 10 tips for online Persuasion

Slide 3: The importance of customer engagement “Customer engagement is probably the most important activity any organisation will undertake in the next 3 years.”

Slide 4: a Q a Q

Slide 6: Green Red Blue

Slide 9: Blogs Wikis Emails PPC Ajax Psycho- Customer Mobile RIA graphic Podcasting managed profiling relations Social Behavioural Contextual Video RSS networks targeting targeting casting

Slide 12: What’s the significance of CE?

Slide 13: How can you differentiate yourself? The science and practice of persuasion

Slide 14: What is persuasion? The goal of persuasion is to change someone’s attitudes or behaviour.

Slide 15: Why persuasion? Persuasion is the grease between acquisition, conversion and retention

Slide 16: Four corners of persuasion • Credibility • Principles of motivation • Persuasion Windows • Persuasion as a dialogue

Slide 17: 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

Slide 18: The power of credibility B A Marketing Experiments Journal, Feb 2007 Conversion rate = 3.03% Conversion rate = 2.69% % change = 12.64% Projected monthly gain = $30,582.30

Slide 19: Principles of motivation • Reciprocity • Commitment and consistency • Consensus • Affinity (Liking) • Authority • Scarcity Robert Cialdini, Influence: The Psychology of Persuasion, 1984

Slide 23: 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

Slide 24: Web2.0: Persuasion as a dialogue To influence a person to change their attitude or behaviour The process of persuasion changes the persuader

Slide 26: Ten tips for online Persuasion

Slide 27: Are your headlines failing? 1. Engage you audience 7% click through 2. Do you want to engage your audience? 11% click through 3. Are you failing to engage your best customers? 14% click through

Slide 28: Do you have social proof? “I think you’re great” “I think you’re great” “I think you’re great” “I think you’re great” “I think you’re great” “I think you’re great” “I think you’re great” “I think you’re great”

Slide 29: Make them feel proud The first, the last, the best and the rarest?

Slide 30: Exploit a thank you?

Slide 31: Set their alarm clock Provide reasons to return (regularly)

Slide 32: Use your authority Show off your status

Slide 33: The power of the portrait

Slide 34: More than just buttons Make sure you save your changes

Slide 35: Loss is more powerful than gain

Slide 36: Avoid trade-offs • At a Persuasion Window: • Choice = good • Trade-offs = bad

Slide 37: Thanks Richard Sedley r.sedley@cscape.com 1. Sign-up to the cScape newsletter 2. Register your interest in an optimisation clinic 3. Grab me and say hello