10 Insights On the Psychology of Online Persuasion | Nathalie Nahai

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Nathalie Nahai is a Web Psychologist and best-selling author of 'Webs of Influence: The Psychology of Online Persuasion' (Pearson). With a background in psychology, web design and digital strategy, Nathalie coined the term ‘web psychology’ in 2011, defining it as ‘the empirical study of how our online environments influence our attitudes and behaviours’.

Nathalie helps businesses apply scientific rigour to their design and decision-making processes, to achieve better engagement online. She lectures internationally on the subject of web psychology (clients include eBay, Harvard Business Review and Google), and has worked with Fortune 500 companies, design agencies and SME’s. Nathalie also writes for Marketing Week and Psychology Today, and contributes to national publications and radio on the subject of online behaviour and research.

Published in: Marketing

10 Insights On the Psychology of Online Persuasion | Nathalie Nahai

  1. 1. Powered by insights from Nathalie Nahai
  2. 2. This presentation consists of highlights from the interview with Moe Abdou, founder & host of 33voices®.
  3. 3. Nathalie Nahai Nathalie Nahai is a Web Psychologist and best-selling author of ‘Webs of Influence: The Psychology of Online Persuasion’ (Pearson). With a back- ground in psychology, web design and digital strategy, Nathalie coined the term ‘web psychology’ in 2011, defining it as ‘the empirical study of how our online environments influ- ence our attitudes and behaviours’. @TheWebPsych
  4. 4. 1 Great websites balance aesthetics and functionality while always delivering relevant information that people want.
  5. 5. 2 The three secrets to online influence are:
  6. 6. 2 The three secrets to online influence are: Know who you’re targeting - see the world through my eyes
  7. 7. 2 The three secrets to online influence are: Communicate persuasively - speak to me in a language that I understand
  8. 8. 2 The three secrets to online influence are: Sell with integrity - let me buy what I want
  9. 9. 3 As human beings, our decisions are first influenced by our feelings, and later justified with facts. Move me to action.
  10. 10. 4 “Communication is one act, in which the brain of the communicator, and the brain of the listener are trying to be coupled, and merging as one.” - Dr. Uri Hasson
  11. 11. 5 Beauty is a universal language. use imagery to tap my emotions and video to elevate it.
  12. 12. 6 Social persuasion online is awarded only to real people, not avatars. be yourself and nothing else.
  13. 13. 7 To sell with integrity means doing for others what you would otherwise do for yourself - unequivocally, all the time.
  14. 14. 8 A first time visitor to your website is scanning for cues to trust you. Here’s what they’re looking for:
  15. 15. 8 A first time visitor to your website is scanning for cues to trust you. Here’s what they’re looking for: Authority - Expert appeal
  16. 16. 8 A first time visitor to your website is scanning for cues to trust you. Here’s what they’re looking for: Logos - Partners you’ve worked with
  17. 17. 8 A first time visitor to your website is scanning for cues to trust you. Here’s what they’re looking for: testimonials - real and unfiltered
  18. 18. 8 A first time visitor to your website is scanning for cues to trust you. Here’s what they’re looking for: HD images
  19. 19. 8 A first time visitor to your website is scanning for cues to trust you. Here’s what they’re looking for: The blue color pallet
  20. 20. 9 Never treat all cultures equally. Customize your website according to these six dimensions:
  21. 21. 9 Never treat all cultures equally. Customize your website according to these six dimensions: The unequal distribution of power
  22. 22. 9 Never treat all cultures equally. Customize your website according to these six dimensions: Individualism vs Collectivism
  23. 23. 9 Never treat all cultures equally. Customize your website according to these six dimensions: masculinity vs femininity
  24. 24. 9 Never treat all cultures equally. Customize your website according to these six dimensions: Uncertainty Avoidance
  25. 25. 9 Never treat all cultures equally. Customize your website according to these six dimensions: long-term orientation
  26. 26. 9 Never treat all cultures equally. Customize your website according to these six dimensions: Indulgence vs constraint
  27. 27. 9 Never treat all cultures equally. Customize your website according to these six dimensions:
  28. 28. 10 In the end,it’s the value that you consistently add to your audience that will determine your fate. How am I better off having spent time on your site?
  29. 29. If I’m visiting your website for the first time, why should I trust you? REALLY REFLECT...
  30. 30. Connect WITH US! Tell us what you think Chase@33voices.com

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