Copyright © 2011, SiteTuners.com - All Rights Reserved. 2•is changing the concept of marketing without you even knowingit!...
Copyright © 2011, SiteTuners.com - All Rights Reserved.•Slide with thetowell example33
Copyright © 2011, SiteTuners.com - All Rights Reserved.•Slide with thetowell example44
Copyright © 2011, SiteTuners.com - All Rights Reserved.•Slide with thetowell example55
Copyright © 2011, SiteTuners.com - All Rights Reserved. 6Persuasion Profiling in 5 SimpleQuestions..And a few examples.6
Copyright © 2011, SiteTuners.com - All Rights Reserved. 7• The goal of persuasion is to changesomeone’s attitudes or behav...
Copyright © 2011, SiteTuners.com - All Rights Reserved.• Slide with thetowell example8Q2: Does that work?8“Please reuseyou...
Copyright © 2011, SiteTuners.com - All Rights Reserved. 9•It’s only partly what you want people to do, it’s how you ask it...
Copyright © 2011, SiteTuners.com - All Rights Reserved. 16 Principles of Persuasion1010
Copyright © 2011, SiteTuners.com - All Rights Reserved. 11•Should we use all the persuasion we can think of?Q3: How do we ...
Copyright © 2011, SiteTuners.com - All Rights Reserved. 1Beta Launch presentations Q2 2012Persuasion Online12
Copyright © 2011, SiteTuners.com - All Rights Reserved.• Slide with thetowell example1No!13Clicks on multi-principle ads: ...
Copyright © 2011, SiteTuners.com - All Rights Reserved. 14•Should we use the same principles for everyone?Q4: Are we all t...
Copyright © 2011, SiteTuners.com - All Rights Reserved. 12 Scenarios:15Effect of using a strategyAverageIndividuals+-Indiv...
Copyright © 2011, SiteTuners.com - All Rights Reserved. 16We are different, but consistent…
Copyright © 2011, SiteTuners.com - All Rights Reserved. 17Persuasion ProfilesWouldnt you like to know how to adjustyour (o...
Copyright © 2011, SiteTuners.com - All Rights Reserved. 18Persuasion Profile:•A persuasion profile is a collection of thee...
Copyright © 2011, SiteTuners.com - All Rights Reserved.19It’s a new dimension:
Copyright © 2011, SiteTuners.com - All Rights Reserved. 20•How can you use persuasion profiles on your website, in yourema...
Copyright © 2011, SiteTuners.com - All Rights Reserved. 2Step 1: Review your Sales StrategyImplementations21Marketeer
Copyright © 2011, SiteTuners.com - All Rights Reserved. 2Step 2: You integrate with the PersuasionAPICloud Services1) Poin...
Copyright © 2011, SiteTuners.com - All Rights Reserved. 2Example of adjusted page•1: Log Client ID (e.g.via dynamic image,...
Copyright © 2011, SiteTuners.com - All Rights Reserved. 2Step 3: We log the success• Based on the dynamic image and the li...
Copyright © 2011, SiteTuners.com - All Rights Reserved. 2Step 4: We improve our advice• Based on the response of each clie...
Copyright © 2011, SiteTuners.com - All Rights Reserved. 2Step 5: User navigates, we improve• And so on, for each individua...
Copyright © 2011, SiteTuners.com - All Rights Reserved. 27•What if it’s the first visit?How much learning do you need?Expl...
Copyright © 2011, SiteTuners.com - All Rights Reserved. 28Competing Principles28
Copyright © 2011, SiteTuners.com - All Rights Reserved. 29•Optimize conversion over time.It will beat your A/B test…
Copyright © 2011, SiteTuners.com - All Rights Reserved. 30•Optimize the choice of persuasion principles at the level ofind...
Copyright © 2011, SiteTuners.com - All Rights Reserved. 31•How do you know persuasion profiles are successful?Some Results…
Copyright © 2011, SiteTuners.com - All Rights Reserved. 3You test it!• 20% of your clients will receive your original page...
Copyright © 2011, SiteTuners.com - All Rights Reserved. 333
Copyright © 2011, SiteTuners.com - All Rights Reserved. 3So, where did those examples go?34
Copyright © 2011, SiteTuners.com - All Rights Reserved. 35Beta Launch presentations Q2 2012Example 1: AmEx
Copyright © 2011, SiteTuners.com - All Rights Reserved. 36Beta Launch presentations Q2 2012Example 1:Three versions:
Copyright © 2011, SiteTuners.com - All Rights Reserved. 37Beta Launch presentations Q2 2012Example 1: Social proof:“Join o...
Copyright © 2011, SiteTuners.com - All Rights Reserved. 38Beta Launch presentations Q2 2012Example 1: Authority:“The lonel...
Copyright © 2011, SiteTuners.com - All Rights Reserved. 39Beta Launch presentations Q2 2012Example 1: Scarcity:“Only thisw...
Copyright © 2011, SiteTuners.com - All Rights Reserved.• Slide with thetowell example4Results40Increase in email click thr...
Copyright © 2011, SiteTuners.com - All Rights Reserved. 41Persuasion Profilingwww.persuasionapi.comwww.sciencerockstars.co...
Copyright © 2011, SiteTuners.com - All Rights Reserved. 42Wow!@persuasionAPI
Copyright © 2013, SiteTuners - All Rights Reserved.Express Review - Special Offer - $100 Off• 45 or 90-min interactive rev...
Copyright © 2013, SiteTuners - All Rights Reserved.Save $200 off U.S. Conversion ConferencesOther 2013 shows:June 11-12Chi...
Copyright © 2013, SiteTuners - All Rights Reserved.Q&A and Contact Infotim@sitetuners.com(619) 990-9062 mobile(619) 223-80...
[Webinar] Persuasion Profiling:  Changing the Game of Online Marketing
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[Webinar] Persuasion Profiling: Changing the Game of Online Marketing

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None of your customers are the same. Learn how to build intelligent profiles that apply the best persuasion principle to each visitor.
Profiling a customer's likes and dislikes is just the beginning. Imagine how much more powerful your efforts would be if you knew what made your customers tick. Tune in to learn about persuason profiles and how you can create the optimal persuasion strategy for your business.

SiteTuners is pleased to host Maurits Kaptein, Co-founder and Chief Scientist of Science Rockstars, for this fascinating look into persuasion profiles.

Published in: Technology, News & Politics
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[Webinar] Persuasion Profiling: Changing the Game of Online Marketing

  1. 1. Copyright © 2013 - All Rights Reserved.Persuasion Profiling:Changing the Game of Online MarketingFeatured SpeakerMaurits KapteinScience Rockstars@mauritskateHost & ModeratorTim AshSiteTuners@tim_ash#PersuasionAPI
  2. 2. Copyright © 2011, SiteTuners.com - All Rights Reserved. 2•is changing the concept of marketing without you even knowingit!Persuasion ProfilingMaurits Kaptein, CSO & CoFounder maurits@sciencerockstars.com
  3. 3. Copyright © 2011, SiteTuners.com - All Rights Reserved.•Slide with thetowell example33
  4. 4. Copyright © 2011, SiteTuners.com - All Rights Reserved.•Slide with thetowell example44
  5. 5. Copyright © 2011, SiteTuners.com - All Rights Reserved.•Slide with thetowell example55
  6. 6. Copyright © 2011, SiteTuners.com - All Rights Reserved. 6Persuasion Profiling in 5 SimpleQuestions..And a few examples.6
  7. 7. Copyright © 2011, SiteTuners.com - All Rights Reserved. 7• The goal of persuasion is to changesomeone’s attitudes or behavior.Q1: Persuasion?7
  8. 8. Copyright © 2011, SiteTuners.com - All Rights Reserved.• Slide with thetowell example8Q2: Does that work?8“Please reuseyour towel”“Please reuseyour towel.Most peoplereused theirtowel duringtheir stay”“Please reuseyour towel.Most peoplewho stayed inthis roomreused theirtowel duringtheir stay”
  9. 9. Copyright © 2011, SiteTuners.com - All Rights Reserved. 9•It’s only partly what you want people to do, it’s how you ask it!It’s how you ask…
  10. 10. Copyright © 2011, SiteTuners.com - All Rights Reserved. 16 Principles of Persuasion1010
  11. 11. Copyright © 2011, SiteTuners.com - All Rights Reserved. 11•Should we use all the persuasion we can think of?Q3: How do we use this?
  12. 12. Copyright © 2011, SiteTuners.com - All Rights Reserved. 1Beta Launch presentations Q2 2012Persuasion Online12
  13. 13. Copyright © 2011, SiteTuners.com - All Rights Reserved.• Slide with thetowell example1No!13Clicks on multi-principle ads: .18 %And on single principle ads: .36%
  14. 14. Copyright © 2011, SiteTuners.com - All Rights Reserved. 14•Should we use the same principles for everyone?Q4: Are we all the same?
  15. 15. Copyright © 2011, SiteTuners.com - All Rights Reserved. 12 Scenarios:15Effect of using a strategyAverageIndividuals+-IndividualsEffect of using a strategyAverage+-
  16. 16. Copyright © 2011, SiteTuners.com - All Rights Reserved. 16We are different, but consistent…
  17. 17. Copyright © 2011, SiteTuners.com - All Rights Reserved. 17Persuasion ProfilesWouldnt you like to know how to adjustyour (online) presence in a way that you increasethe chance of conversion for each user individually?17
  18. 18. Copyright © 2011, SiteTuners.com - All Rights Reserved. 18Persuasion Profile:•A persuasion profile is a collection of theestimates of the effect of persuasionprinciples for each individual userNormal Page:A1 (Scarcity):A2 (Authority):A3 (Consensus):Effect18Normal Page:A1 (Scarcity):A2 (Authority):A3 (Consensus):Effect
  19. 19. Copyright © 2011, SiteTuners.com - All Rights Reserved.19It’s a new dimension:
  20. 20. Copyright © 2011, SiteTuners.com - All Rights Reserved. 20•How can you use persuasion profiles on your website, in youremails, or in other channels?Q5: How is it done?
  21. 21. Copyright © 2011, SiteTuners.com - All Rights Reserved. 2Step 1: Review your Sales StrategyImplementations21Marketeer
  22. 22. Copyright © 2011, SiteTuners.com - All Rights Reserved. 2Step 2: You integrate with the PersuasionAPICloud Services1) Point to PersuasionAPIServiceYour web server PersuasionAPI server2) Dynamic adjustments on Pagebased on PersuasionAPI adviceid3) Hooks for user behaviormonitoring (log event, view event,success event)22
  23. 23. Copyright © 2011, SiteTuners.com - All Rights Reserved. 2Example of adjusted page•1: Log Client ID (e.g.via dynamic image,cookie, etc)•2. Link(s) to logsuccess of the SalesStrategy•3. Hooks to log non-responsiveness to aSales Strategy23
  24. 24. Copyright © 2011, SiteTuners.com - All Rights Reserved. 2Step 3: We log the success• Based on the dynamic image and the link we can monitor thesuccess of each page served to a user.• We will keep updates of the average performance of yourserved page variations, and of the performance for eachclient.Normal Page:A1 (Scarcity):A2 (Authority):A3 (Consensus):Effect24
  25. 25. Copyright © 2011, SiteTuners.com - All Rights Reserved. 2Step 4: We improve our advice• Based on the response of each client we will update our advice for thatuser• The new advice is a combination of the response of that client, as wellas that of other clientsNormal Page:A1 (Scarcity):A2 (Authority):A3 (Consensus):Effect25Normal Page:A1 (Scarcity):A2 (Authority):A3 (Consensus):Effect
  26. 26. Copyright © 2011, SiteTuners.com - All Rights Reserved. 2Step 5: User navigates, we improve• And so on, for each individual client...• Real time analytics is most effective in predictingbehaviorNormal:A1:A2:A3:EffectFirst page served:Normal:A1:A2:A3:EffectSecond page served:Normal:A1:A2:A3:EffectThird page served:26
  27. 27. Copyright © 2011, SiteTuners.com - All Rights Reserved. 27•What if it’s the first visit?How much learning do you need?Explore vs. Exploit
  28. 28. Copyright © 2011, SiteTuners.com - All Rights Reserved. 28Competing Principles28
  29. 29. Copyright © 2011, SiteTuners.com - All Rights Reserved. 29•Optimize conversion over time.It will beat your A/B test…
  30. 30. Copyright © 2011, SiteTuners.com - All Rights Reserved. 30•Optimize the choice of persuasion principles at the level ofindividual clientsAnd we will get better…
  31. 31. Copyright © 2011, SiteTuners.com - All Rights Reserved. 31•How do you know persuasion profiles are successful?Some Results…
  32. 32. Copyright © 2011, SiteTuners.com - All Rights Reserved. 3You test it!• 20% of your clients will receive your original page• 80% will receive pages with persuasive content that isdynamically updated32
  33. 33. Copyright © 2011, SiteTuners.com - All Rights Reserved. 333
  34. 34. Copyright © 2011, SiteTuners.com - All Rights Reserved. 3So, where did those examples go?34
  35. 35. Copyright © 2011, SiteTuners.com - All Rights Reserved. 35Beta Launch presentations Q2 2012Example 1: AmEx
  36. 36. Copyright © 2011, SiteTuners.com - All Rights Reserved. 36Beta Launch presentations Q2 2012Example 1:Three versions:
  37. 37. Copyright © 2011, SiteTuners.com - All Rights Reserved. 37Beta Launch presentations Q2 2012Example 1: Social proof:“Join one ofthe mostpopularinsuranceprogramsworld-wide”
  38. 38. Copyright © 2011, SiteTuners.com - All Rights Reserved. 38Beta Launch presentations Q2 2012Example 1: Authority:“The lonelyplanet, theworld-widetravel expert,recommends…”
  39. 39. Copyright © 2011, SiteTuners.com - All Rights Reserved. 39Beta Launch presentations Q2 2012Example 1: Scarcity:“Only thisweek: 10%discount onannual Selectand PrestiguePolicies”
  40. 40. Copyright © 2011, SiteTuners.com - All Rights Reserved.• Slide with thetowell example4Results40Increase in email click through: >100%(at the 5th reminder)Increase in e-commerce revenue: >25%
  41. 41. Copyright © 2011, SiteTuners.com - All Rights Reserved. 41Persuasion Profilingwww.persuasionapi.comwww.sciencerockstars.comRead about us on Wired,TechCrunch, Forbes.com41
  42. 42. Copyright © 2011, SiteTuners.com - All Rights Reserved. 42Wow!@persuasionAPI
  43. 43. Copyright © 2013, SiteTuners - All Rights Reserved.Express Review - Special Offer - $100 Off• 45 or 90-min interactive review of landing page• Video transcript recorded via GoToMeeting• Includes AttentionWizard “attention heatmap” of pagehttp://Express-Review.com – Starting at only $699$100 off if you order by June 15th(mention “ROCKSTARS” after you order)
  44. 44. Copyright © 2013, SiteTuners - All Rights Reserved.Save $200 off U.S. Conversion ConferencesOther 2013 shows:June 11-12Chicago Chicago – June 11-12Boston – September 30- Oct 1Paris – June 6London – October 23-24Use promo code “ROCKSTARS”Berlin – November 4-5
  45. 45. Copyright © 2013, SiteTuners - All Rights Reserved.Q&A and Contact Infotim@sitetuners.com(619) 990-9062 mobile(619) 223-8020 work PSTtwitter @tim_ashwww.linkedin.com/in/timashfacebook.com/tim.ash1skype tim_ash1

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