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Persuasion - three sure fire psychological tactics to boost your sales - Stephen Pavlovich

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Persuasion - three sure fire psychological tactics to boost your sales - Stephen Pavlovich

  1. 1. PERSUASIONThree Surefire Psychological Tactics To Boost Your Sales Stephen Pavlovich
  2. 2. Large increases in revenue from conversion rate optimisation
  3. 3. One test added over £100m/yrLarge increases in revenue from conversion rate optimisation
  4. 4. Persuasion isn’t new
  5. 5. The media are newThe ability to test is newPersuasion isn’t new
  6. 6. We can take inspiration from many sources – not just online
  7. 7. perpetualplum [photo]Matt
  8. 8. PERSUASION Over-simplified
  9. 9. People developcognitive shortcuts – assumptions
  10. 10. These can be manipulated People develop cognitive shortcuts – assumptions
  11. 11. Expensive Goodmrapplegate
  12. 12. Expensive Goodiujaz
  13. 13. mrapplegate
  14. 14. “Reassuringly Expensive”mrapplegate
  15. 15. “How do you increase sales?”Alexisol
  16. 16. A: Put the price upAlexisol
  17. 17. 1.TEST PRICING
  18. 18. 1. TEST PRICING If you can, test pricing Fewer sales can mean bigger profit It’s easier if you:  use landing pages (not large sites)  sell a unique product  have a forgiving developer
  19. 19. How usability affects influence
  20. 20. http://wiki.darkpatterns.org
  21. 21. http://wiki.darkpatterns.org
  22. 22. http://wiki.darkpatterns.org
  23. 23. 2.TEST “DEFAULTS”
  24. 24. 2. TEST DEFAULTS Usability tests will show you how visitors use your website (eg whatusersdo.com) What mistakes do they make? How can you fix them? (Can you use them for evil?)
  25. 25. Identify your bad points
  26. 26. Dave Johnplanetina
  27. 27. “Sometimes, John can be a little difficult to get along with.” Dave Johnplanetina
  28. 28. Dave Johnplanetina
  29. 29. Identify objections Dave John + enhance credibilityplanetina
  30. 30. “Where’s the free trial?”
  31. 31. Instead of a free trial, we include an “automaticmoneyback guarantee”… “Where’s the free trial?”
  32. 32. 3. IF YOU CAN’T FIX IT,CHANGE PERCEPTION
  33. 33. DAMAGING ADMISSIONS Survey your visitors and customers Find out why they wouldn’t (nearly didn’t) buy from you If you can, fix it (and test it) If you can’t, turn it into an advantage
  34. 34. ANY QUESTIONS? Stephen Pavlovich Conversion Factory

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