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Persuasive e commerce workshop - Spryker

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Persuasive E-commerce
Masterclass & workshop
Link to full presentation will be shared at the end

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Meet Bouba & Kiki
The Bouba & Kiki Effect

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Persuasive E-commerce
Masterclass & workshop

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Persuasive e commerce workshop - Spryker

  1. 1. Persuasive E-commerce Masterclass & workshop Link to full presentation will be shared at the end
  2. 2. Meet Bouba & Kiki The Bouba & Kiki Effect
  3. 3. Persuasive E-commerce Masterclass & workshop
  4. 4. Today's session Future Theory Applied ( w o r k s h o p )
  5. 5. Persuasion?
  6. 6. Increasing Motivation Persuasion Removing Friction (Us)ability
  7. 7. Friction Motivation Activation Threshold F a i l S u c c e s s T r i g g e r s O n l i n e M a r k e t i n g low low high high
  8. 8. When you’re walking down a street…
  9. 9. Community Builder Award
  10. 10. Wait, who’s talking? Guido X Jansen Global Business & Technology Evangelist @ Spryker Cognitive Psychologist. E-commerce Experimentation & Customer Experience Optimization Specialist Data User Research Experiments / Validation
  11. 11. Today's session Future Theory Applied ( w o r k s h o p )
  12. 12. Questions?
  13. 13. Theory A: Something about e-commerce… B: Something about the brain…
  14. 14. A: Something about e-commerce…
  15. 15. Online conversion rates s***
  16. 16. …compared to offline…
  17. 17. *when there’s no lockdown…
  18. 18. Average conversion rates Offline 25-35% Online 0.7-7.2%
  19. 19. E-commerce conversion rate by product type Source: https://www.growcode.com/blog/ecommerce-conversion-rate
  20. 20. Ecommerce conversion rate by country Source: https://ecommerce-europe.eu
  21. 21. Examples of good online conversion rates 8-11% 13% (excluding Prime) 15,8% 25,3% 40,6%
  22. 22. Why are online conversion rates so low?
  23. 23. Online lacks several key factors used in offline stores Just some examples: No commitment until checkout No direct feedback Less sensory input Less personalization
  24. 24. Luckily, there’s a workaround
  25. 25. B: Something about the brain…
  26. 26. 11,000,000 bits/sec
  27. 27. 20 Watts
  28. 28. 50 bits (0.00045%)
  29. 29. 99%
  30. 30. Our decisions are for 90-99% unconscious
  31. 31. Our brain is lazy. “Fixing reality” is “cheaper”.
  32. 32. Some assumptions our brain makes…
  33. 33. Expensive = Good Quality
  34. 34. White coat = truth
  35. 35. More = Better
  36. 36. Because… = a good reason
  37. 37. Shiny = New
  38. 38. Beautiful = User friendly
  39. 39. Unknown = Creepy
  40. 40. Familiar = Safe
  41. 41. LIMITED Knowledge Time Resources Automated thoughts and actions
  42. 42. Heuristics Intuition / Common Sense / Rule of Thumb / Educated Guess
  43. 43. Heuristics Intuition / Common Sense / Rule of Thumb / Educated Guess Cognitive Bias / Prejudices
  44. 44. Heuristic Categories (coping strategies) Too much information Too little information What to remember Time limitations
  45. 45. 49 We all have many biases … we’re not even aware of most of them… … and even when we are, we still can’t ignore it.
  46. 46. Sure, this all sounds plausible but I’m perfectly aware of all the decisions I make. They don’t fool me!” -You
  47. 47. 51 Let’s try this… Availability heuristic
  48. 48. Casualties from deadly situations Terrorism Airplane Crash Any Natural Disaster Swimming Pool
  49. 49. Actual Statistics 50% more people die drowning than the 3 other situations… … combined Terrorism Airplane Crash Any Natural Disaster Swimming Pool
  50. 50. Get your phone out and open (Google) Maps
  51. 51. Zoom in on a city in Japan
  52. 52. 1 2 3 4 5 6 7
  53. 53. 57 Our (experienced) brain sets the default, but experiences between people will (obviously) be different
  54. 54. Quickly guess the outcome 1×2×3×4×5×6×7×8 = 512
  55. 55. Quickly guess the outcome 1×2×3×4×5×6×7×8 = 8×7×6×5×4×3×2×1 = 512 2.250 Correct answer = 40.320
  56. 56. Theory conclusion: ﹘ Big difference between online and offline conversion ﹘ We have many Cognitive Biases and we are not aware of most
  57. 57. Today's session Future Theory Applied ( w o r k s h o p )
  58. 58. 6 7 Weapons of Influence 1 : Reciprocation 4 : Authority 2 : Commitment & Consistency 6 : Scarcity 3 : Social Proof 5 : Liking 7 : Unity
  59. 59. 65 1: Reciprocity We’re expecting something back Cialdini
  60. 60. Reciprocation ● Newsletter ● eBook ● Tutorials ● Courses ● Webinar/Podcast ● Software ● Apps ● Giftboxes ● Swag ● … ● Be the first ● Be unexpected ● Provide real (personal) value ● Keep on giving ● Don’t turn it around (reverse reciprocity is just an “exchange”)
  61. 61. 67 2: Commitment & Consistency We’re sticking to it Cialdini
  62. 62. Familiarity heuristic / Halo effect
  63. 63. 72 3: Social Proof We’re copycats Cialdini
  64. 64. Conformity research by Solomon Ash
  65. 65. Social following & engagement
  66. 66. Show your users / clients
  67. 67. Reviews / testimonials
  68. 68. Customers who bought this items also bought…
  69. 69. Always Be Testing “In the past month, [x] customers bought this product” Socially acceptable products Socially undesirable products
  70. 70. 79 Social proof
  71. 71. Social proof variants rejected
  72. 72. Social proof works especially well with… ● Same kind of people (ingroup) ● Uncertainty about choice ● Inexperience
  73. 73. How to start a movement: Sasquatch Music Festival 2009
  74. 74. 83 4: Authority We’re compliant Cialdini
  75. 75. Industry leaders / influencers
  76. 76. Industry leaders / influencers
  77. 77. Industry leaders / influencers
  78. 78. Trust Logo’s
  79. 79. Don’t fake it
  80. 80. 89 5: Liking We like our friends better Cialdini
  81. 81. All things being equal, people will do business with a friend. All things unequal, people will still do business with a friend. Mark McCormack
  82. 82. Our challenge
  83. 83. Referrals
  84. 84. Liking benefits from… ● Attractiveness ● Similarity ● Compliments ● Get likeable people to promote you
  85. 85. 94 6: Scarcity The less there is, the more we want it Cialdini
  86. 86. Limited availability
  87. 87. 10% discount restrictions Version A: no limit per person Version B: 12 cans limit per person average 3 cans sold average 7 cans sold
  88. 88. Scarcity in… ● Time ● Amount/Stock ● Access ● …
  89. 89. 98 7: Unity Liking: Surface level similarities Unity: Shared similarities Cialdini
  90. 90. 99 Appeal to the “We” or “Them” Family, location, religion, social group, products bought, pets, holidays…
  91. 91. PS: It’s not just these 7, it’s probably closer to 700 https://en.wikipedia.org/wiki/List_of_cognitive_biases 1 : Reciprocation 4 : Authority 2 : Commitment & Consistency 6 : Scarcity 3 : Social Proof 5 : Liking 7 : Unity
  92. 92. The Cognitive Bias Codex
  93. 93. Let’s go through a couple more…
  94. 94. 103 Choice Paralysis
  95. 95. Choice Paralysis
  96. 96. Jam Experiment 6 options 24 options Tasting Buying 40% 60% 12% 1.6%
  97. 97. Hobson’s +1 Choice 4.77% lift
  98. 98. Choice Paralysis
  99. 99. Book online now, and you get: Book online now, and you get: 14% Lift
  100. 100. 109 (remove/reduce) Friction
  101. 101. Remove friction +6-18%
  102. 102. 111 Don’t make users think A: “Hidden” Fees B: Fees right below pricing 12.5% uplift in CR
  103. 103. 112 Perceptual Contrast / Framing Anchoring and adjustment heuristic
  104. 104. $8 $13 $20 Perceptual Contrast / Framing $45
  105. 105. Perceptual Contrast / Framing Web subscription: $59 Print Subscription: $125 Web & Print Subscription: $125 16% 0% 84% 68% 32%
  106. 106. The Ugly Brother Effect
  107. 107. 116 Distractions
  108. 108. A: Addons on PDP B: No Addons on PDP 14.9% Uplift in CR
  109. 109. A: Product Description B: No Product Description Removed product description 10.8% Uplift in CR
  110. 110. Etsy A/B Tests Smaller & Shorter Product Titles
  111. 111. 120 Reassurances
  112. 112. Product Reassurances (Amazon Canada)
  113. 113. 122 Seeing is believing
  114. 114. 123 Because…
  115. 115. The Power of “Because…”
  116. 116. The Power of “Because…” Variant 1: May I use the Xerox Machine? Variant 2: May I use the Xerox Machine … because I’m in a rush? Variant 3: May I use the Xerox Machine … because I have to make some copies? 60% 94% 93%
  117. 117. The Power of “Because…”
  118. 118. Today's session Future Theory Applied ( w o r k s h o p )
  119. 119. Workshop! 1: Pick 1 (product) page 2: Optimize based on this presentation or card deck (scan QR code or go to URL) 3: Present 3 persuasion optimizations! gui.do/cards
  120. 120. Today's session Future Theory Applied ( w o r k s h o p )
  121. 121. 130 E-commerce in 5 years automated persuasive profiling / targeting Now: “Optimize for the average customer” Communication is the same for everyone Problem: Large individual differences (... but we see consistent behavior on an individual level) Future: Dynamic websites tuned to specific audiences Everyone gets a different sales pitch
  122. 122. Gartners Hype Cycle for Digital Marketing 2021
  123. 123. Gartners Top Strategic Technology Trends for 2022 Decision Intelligence (DI) Decision intelligence is a practical discipline used to improve decision making by explicitly understanding and engineering how decisions are made, and outcomes evaluated, managed and improved by feedback. Composable Applications Demand for business adaptability directs organizations toward technology architecture that supports fast, safe and efficient application change Total Experience (TX) TX is a business strategy that combines the disciplines of customer experience (CX), employee experience (EX), user experience (UX) and multiexperience (MX). The goal of TX is to drive greater customer and employee confidence, satisfaction, loyalty and advocacy. https://www.gartner.com/en/information-technology/insights/top-technology-trends
  124. 124. Already available through
  125. 125. 134 2 final notes
  126. 126. 135 1: Prioritize (Hierarchy of optimization) Persuasion Usability Functionality Technology
  127. 127. 2: Experiment & Validate!
  128. 128. 137 What’s next? ﹘ “Psychology of E-commerce” blogseries on gui.do ﹘ Books ﹘ Online courses ﹘ More sessions by Guido: gui.do/presentation ﹘ …
  129. 129. Further reading
  130. 130. Let’s connect! Guido X Jansen Global Business & Technology Evangelist @ Spryker gui.do @guido linkedin.com/in/gxjansen guido.jansen@spryker.com Slides & more: gui.do/onpersuasion

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