Persuasion design

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Persuasion design

  1. 1. Persuasion Design <ul><li>BuyerMinds </li></ul>
  2. 2. What’s in it for you? <ul><li>Maak kennis met revolutie in marketing </li></ul><ul><li>Ideeën om online meer te overtuigen </li></ul>
  3. 3. Ontwerp technologie die leidt tot meetbare gedragsverandering <ul><li>Definitie Persuasion Design </li></ul>
  4. 4.
  5. 5.
  6. 6.
  7. 7.
  8. 8. Trigger Interaction/ UX design Online marketing Overtuigings- psychologie Behavioral Model BJ Fogg, Stanford Persuasive Technology Lab - + Ability “ No” “ Yes” + Motivation
  9. 9. Put Hot Triggers in the Path of Motivated People 2. Ability 1. Motivation 3. Triggers
  10. 10. Trigger Motivation - + Ability + Motivation
  11. 11. MOTIVATION BOOSTERS <ul><li>SOCIAL PROOF </li></ul><ul><li>SCARCITY </li></ul><ul><li>RECIPROCATION </li></ul><ul><li>AUTHORITY </li></ul><ul><li>LIKING </li></ul><ul><li>COMMITMENT </li></ul>
  12. 12. Social Proof
  13. 13. Social Proof
  14. 14. Social Proof
  15. 15. Social Proof
  16. 16. Scarcity
  17. 17. Scarcity
  18. 18. Scarcity
  19. 19. Scarcity Scarcity Hoe langer je wacht met meedoen, hoe minder startpunten je krijgt.
  20. 20. Scarcity + Social Proof
  21. 21. Scarcity + Social Proof Social Proof Biedingen van anderen laten zien met naam is ultieme social proof. Tevens game en competie element.
  22. 22. Scarcity + Social Proof
  23. 23. Liking
  24. 24. Liking
  25. 25. Liking
  26. 26. Liking
  27. 27. Liking: copy Tone of Voice Vriendelijk geformuleerde foutmeldingen in mensentaal. Tone of Voice Robotachtig Tone of Voice Beschuldigend
  28. 28. Authority
  29. 29. Authority
  30. 30. Reciprocation
  31. 32. Choice Paralysis
  32. 33. Choice Paralysis
  33. 34. Perceptual Contrast
  34. 35. Perceptual Contrast
  35. 36. Perceptual Contrast 27% meer omzet
  36. 37. Ability Trigger - + Ability + Motivation
  37. 38. Ability Boosters <ul><li>Mobile Devices </li></ul><ul><li>Micro Payments </li></ul><ul><li>Simplicity </li></ul>
  38. 39. Simplicity Direct invullen in de banner
  39. 42. Triggers Trigger - + Ability + Motivation
  40. 43. Hot Triggers <ul><li>Social Networks </li></ul><ul><li>Retargeting </li></ul><ul><li>Smart Bannering </li></ul><ul><li>Search Engine Marketing </li></ul>
  41. 44. Social Networks
  42. 45. Sharable Objects
  43. 46. Retargeting Zoekopdracht in marktplaats/beslist komt terug in banner op telegraaf.nl
  44. 47. Smart Bannering Visiting Reason: Check Flight Info
  45. 48. Smart Bannering Push Business Goal: Print Personal Brochure With Coupons Provide Asked Content: Flight Details
  46. 49. Interception Push: Gather Supporters e-mail
  47. 50. Interception Second Visit Push: Get Facebook likes
  48. 51. Differentiatie
  49. 52. Psychologie van de verschillen Snel Langzaam Logica Emotie Competitive Spontaneous Methodical Humanistic
  50. 53. Psychologie van de verschillen Snel Langzaam Logica Emotie Melancholic Choleric Phlegmatic Sanguine
  51. 54. Psychologie van de verschillen Snel Langzaam Logica Emotie Rational Artisan Guardian Idealist
  52. 55. Psychologie van de verschillen Snel Langzaam Logica Emotie D i S C Dominance Influence Conscientious Steadiness
  53. 56. Psychologie van de verschillen Snel Langzaam Logica Emotie Doelgericht (Wat) Fungericht (Waarom) Inhoudsgericht (Hoe) Relatiegericht (Wie)
  54. 57. Verschillende mensen verschillend overtuigen
  55. 58. TESTING AND OPTIMIZING

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