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Persuasion Profiling
       is changing the concept of marketing without you even knowing it!




                        ...
Me
                                    Chief Science Officer PersuasionAPI

                                              ...
Q1: Persuasion?

       • The goal of persuasion is to change
         someone’s attitudes or behavior.




Beta Launch pr...
Q2: Does that work?
     • Slide reuse the
    “Please   with “Please reuse                        “Please reuse
       to...
It’s how you ask…
             It’s only partly what you want people to do, it’s how you ask it!




                     ...
6 Principles of Persuasion




                                                 6


Beta Launch presentations Q2 2012     ...
Persuasion Online




Beta Launch presentations Q2 2012                       7
                                          ...
Q3: How do we use this?
                            Should we use all the persuasion we can think of?




                ...
No!
      • Slide with the
      Clicks onexample
        towell multi-principle ads:       .18 %

       And on single pr...
Q4: Are we all the same?
                            Should we use the same principles for everyone?




                 ...
2 Scenarios:

                                     Average




                                                           ...
We are different, but consistent…




                                    12
Beta Launch presentations Q2 2012
Persuasion Profiles
          Wouldn't you like to know how to adjust
      your (online) presence in a way that you incre...
Persuasion Profile:

            Normal Page:

            A1 (Scarcity):

            A2 (Authority):

           A3 (Con...
It’s a new dimension:




                                                        15
Beta Launch presentations Q2 2012
Q5: How is it done?
 How can you use persuasion profiles on your website, in your emails, or
                          in ...
Step 1: Review your Sales Strategy
                            Implementations



                                        ...
Step 2: You integrate with the PersuasionAPI
                            Cloud Services


           Your web server      ...
Example of adjusted page


                                           •1: Log Client ID (e.g. via
                        ...
Step 3: We log the success

            Normal Page:

            A1 (Scarcity):

            A2 (Authority):

           ...
Step 4: We improve our advice

            Normal Page:

            A1 (Scarcity):

            A2 (Authority):

        ...
Step 5: User navigates, we improve
                  First page served:                  Second page served:            Th...
Explore vs. Exploit
                                         What if it’s the first visit?
                               ...
Competing Principles




                                                     24
Beta Launch presentations Q2 2012        ...
It will beat your A/B test…
                                    Optimize conversion over time.




                       ...
And we will get better…
    Optimize the choice of persuasion principles at the level of individual
                      ...
Some Results…
                       How do you know persuasion profiles are successful?




                             ...
You test it!




                   • 20% of your clients will receive your original page
                   • 80% will re...
Results
      • Slide with the
      Increase example
        towell in email click through:
       (at the 5th reminder)
...
Persuasion Profiling
                                      Are you ready to Beta?

                  Launch April 1st in N...
Wow!


       @persuasionAPI


                   31
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5 Questions about Persuasion Profiling Slide 1 5 Questions about Persuasion Profiling Slide 2 5 Questions about Persuasion Profiling Slide 3 5 Questions about Persuasion Profiling Slide 4 5 Questions about Persuasion Profiling Slide 5 5 Questions about Persuasion Profiling Slide 6 5 Questions about Persuasion Profiling Slide 7 5 Questions about Persuasion Profiling Slide 8 5 Questions about Persuasion Profiling Slide 9 5 Questions about Persuasion Profiling Slide 10 5 Questions about Persuasion Profiling Slide 11 5 Questions about Persuasion Profiling Slide 12 5 Questions about Persuasion Profiling Slide 13 5 Questions about Persuasion Profiling Slide 14 5 Questions about Persuasion Profiling Slide 15 5 Questions about Persuasion Profiling Slide 16 5 Questions about Persuasion Profiling Slide 17 5 Questions about Persuasion Profiling Slide 18 5 Questions about Persuasion Profiling Slide 19 5 Questions about Persuasion Profiling Slide 20 5 Questions about Persuasion Profiling Slide 21 5 Questions about Persuasion Profiling Slide 22 5 Questions about Persuasion Profiling Slide 23 5 Questions about Persuasion Profiling Slide 24 5 Questions about Persuasion Profiling Slide 25 5 Questions about Persuasion Profiling Slide 26 5 Questions about Persuasion Profiling Slide 27 5 Questions about Persuasion Profiling Slide 28 5 Questions about Persuasion Profiling Slide 29 5 Questions about Persuasion Profiling Slide 30 5 Questions about Persuasion Profiling Slide 31
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#conversion12 Keynote talk by Maurits Kaptein, Science Rockstars.

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5 Questions about Persuasion Profiling

  1. 1. Persuasion Profiling is changing the concept of marketing without you even knowing it! 1 Beta Launch presentations Q2 2012
  2. 2. Me Chief Science Officer PersuasionAPI Researcher at: Eindhoven University of Technology Aalto School of Economics (Helsinki) Stanford University (Stanford) 2 Beta Launch presentations Q2 2012
  3. 3. Q1: Persuasion? • The goal of persuasion is to change someone’s attitudes or behavior. Beta Launch presentations Q2 2012 3 3
  4. 4. Q2: Does that work? • Slide reuse the “Please with “Please reuse “Please reuse towell example towel. your towel” your your towel. Most people Most people reused their who stayed in towel during this room their stay” reused their towel during their stay” Beta Launch presentations Q2 2012 4 4
  5. 5. It’s how you ask… It’s only partly what you want people to do, it’s how you ask it! 5 Beta Launch presentations Q2 2012
  6. 6. 6 Principles of Persuasion 6 Beta Launch presentations Q2 2012 6 6
  7. 7. Persuasion Online Beta Launch presentations Q2 2012 7 7
  8. 8. Q3: How do we use this? Should we use all the persuasion we can think of? 8 Beta Launch presentations Q2 2012
  9. 9. No! • Slide with the Clicks onexample towell multi-principle ads: .18 % And on single principle ads: .36% Beta Launch presentations Q2 2012 9 9
  10. 10. Q4: Are we all the same? Should we use the same principles for everyone? 10 Beta Launch presentations Q2 2012
  11. 11. 2 Scenarios: Average Average Individuals Individuals - + - + Effect of using a strategy Effect of using a strategy Beta Launch presentations Q2 2012 11 11
  12. 12. We are different, but consistent… 12 Beta Launch presentations Q2 2012
  13. 13. Persuasion Profiles Wouldn't you like to know how to adjust your (online) presence in a way that you increase the chance of conversion for each user individually? 13 13 Beta Launch presentations Q2 2012
  14. 14. Persuasion Profile: Normal Page: A1 (Scarcity): A2 (Authority): A3 (Consensus): Effect •A persuasion profile is a collection of the estimates of the effect of persuasion principles for each individual user 14 14 Beta Launch presentations Q2 2012
  15. 15. It’s a new dimension: 15 Beta Launch presentations Q2 2012
  16. 16. Q5: How is it done? How can you use persuasion profiles on your website, in your emails, or in other channels? 16 Beta Launch presentations Q2 2012
  17. 17. Step 1: Review your Sales Strategy Implementations Marketeer 17 Beta Launch presentations Q2 2012 17
  18. 18. Step 2: You integrate with the PersuasionAPI Cloud Services Your web server PersuasionAPI server 1) Point to PersuasionAPI Service 2) Dynamic adjustments on Page based on PersuasionAPI adviceid 3) Hooks for user behavior monitoring (log event, view event, success event) 18 Beta Launch presentations Q2 2012 18
  19. 19. Example of adjusted page •1: Log Client ID (e.g. via dynamic image, cookie, etc) •2. Link(s) to log success of the Sales Strategy •3. Hooks to log non- responsiveness to a Sales Strategy 19 Beta Launch presentations Q2 2012 19
  20. 20. Step 3: We log the success Normal Page: A1 (Scarcity): A2 (Authority): A3 (Consensus): Effect • Based on the dynamic image and the link we can monitor the success of each page served to a user. • We will keep updates of the average performance of your served page variations, and of the performance for each client. 20 Beta Launch presentations Q2 2012 20
  21. 21. Step 4: We improve our advice Normal Page: A1 (Scarcity): A2 (Authority): A3 (Consensus): Effect • Based on the response of each client we will update our advice for that user • The new advice is a combination of the response of that client, as well as that of other clients 21 Beta Launch presentations Q2 2012 21
  22. 22. Step 5: User navigates, we improve First page served: Second page served: Third page served: Normal: Normal: Normal: A1: A1: A1: A2: A2: A2: A3: A3: A3: Effect Effect Effect • And so on, for each individual client... • Real time analytics is most effective in predicting behavior 22 Beta Launch presentations Q2 2012 22
  23. 23. Explore vs. Exploit What if it’s the first visit? How much learning do you need? 23 Beta Launch presentations Q2 2012
  24. 24. Competing Principles 24 Beta Launch presentations Q2 2012 24
  25. 25. It will beat your A/B test… Optimize conversion over time. 25 Beta Launch presentations Q2 2012
  26. 26. And we will get better… Optimize the choice of persuasion principles at the level of individual clients 26 Beta Launch presentations Q2 2012
  27. 27. Some Results… How do you know persuasion profiles are successful? 27 Beta Launch presentations Q2 2012
  28. 28. You test it! • 20% of your clients will receive your original page • 80% will receive pages with persuasive content that is dynamically updated 28 Beta Launch presentations Q2 2012 28
  29. 29. Results • Slide with the Increase example towell in email click through: (at the 5th reminder) >100% Increase in e-commerce revenue: >25% Beta Launch presentations Q2 2012 29 29
  30. 30. Persuasion Profiling Are you ready to Beta? Launch April 1st in Netherlands, from May onwards rest of Europe & Russia. Q3/4 2012 launch USA with version 1. 30 30 Beta Launch presentations Q2 2012
  31. 31. Wow! @persuasionAPI 31
  • NamrataBagaria1

    Dec. 2, 2019
  • hjjoachim

    Jan. 15, 2015
  • Johnverhoeven

    Sep. 23, 2013

#conversion12 Keynote talk by Maurits Kaptein, Science Rockstars.

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