Persuasion Labs - The Basics


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This presentation is a short overview of the basics of online persuasion, the cornerstone of Persuasion Labs(TM). Specializing in convincing users to click (and convert) based on the ethical application of proven, psychological principles of decision-making & persuasion, Persuasion Labs works with ecommerce clients to improve their web usability, IA and messaging... with the help of A/B & multivariate tests to prove results.

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Persuasion Labs - The Basics

  1. 1. PERSUASION ARCHITECTURE 7 Principles of Persuasion to Apply to Your Online Marketing Messaging/Copy A Persuasion Labs™ Presentation
  2. 2. <ul><li>Traditionally, we’ve understood the way we organize information to be information architecture. </li></ul><ul><li>(Simply put.) </li></ul>
  3. 3. <ul><li>PERSUASION ARCHITECTURE </li></ul><ul><li>takes that further. </li></ul><ul><li>It’s about applying proven principles of persuasion to the layout (e.g., wireframes) and messaging of websites. </li></ul>
  4. 4. Good Web Messaging to Date <ul><li>“ What’s in it for me?” </li></ul><ul><li>Benefits first, features second </li></ul><ul><li>Break it up (chunking) </li></ul><ul><li>Use bullets and bolding </li></ul><ul><li>Create a hierarchy </li></ul><ul><li>Clever/Creative vs. clear </li></ul>THE IDEA: Make content usable to make it easier for users to read our messages Still GREAT
  5. 5. Newfangled Messaging Adds <ul><li>Highlight words (as with a highlighter pen) </li></ul><ul><li>Increase font sizes </li></ul><ul><li>Capitalize headlines </li></ul><ul><li>Mix up fonts </li></ul><ul><li>Use a “ragged right” </li></ul>AWESOME, too
  6. 6. <ul><li>… But we can actually </li></ul><ul><li>convince users to click with persuasive messaging as a part of persuasion architecture. </li></ul>
  7. 7. <ul><li>The 7 Principles of Persuasion: </li></ul><ul><li>An Introduction to How to Persuade Consumers </li></ul>
  8. 8. 7 Principles of Persuasion <ul><li>Reciprocity </li></ul><ul><li>Authority </li></ul><ul><li>Commitment/ Consistency </li></ul><ul><li>Scarcity </li></ul><ul><li>Liking </li></ul><ul><li>Compromise </li></ul><ul><li>Social Proof </li></ul>Based on extensive research by behavioral psychologists, social psychologists and decision researchers, including: Robert B. Cialdini, PhD Noah J. Goldstein, PhD Steve J. Martin Neil Martin, PhD
  9. 9. RECIPROCITY When someone does you a favor (does something nice for you), you feel obligated to return the favor.
  10. 10. AUTHORITY We look to experts for guidance as we make our decisions.
  11. 11. COMMITMENT/CONSISTENCY We make commitments and have values. And we want to act consistently with both of those.
  12. 12. SCARCITY You can’t have it… so you want it.
  13. 13. LIKING The more we like people, the more we want to say yes to them.
  14. 14. COMPROMISE When given multiple options, we assess our needs vs. wants and choose in the middle.
  15. 15. SOCIAL PROOF We look to what others do to guide our own decisions and behavior.
  16. 16. <ul><li>Some PROOF That These Principles Actually Persuade </li></ul>
  17. 17. Give a Coke. Get a sale. <ul><li>A man was in a room with another man. He left the room and came back with a can of Coke for himself and the other man. Later, he asked the man if he wanted to buy some raffle tickets. </li></ul><ul><li>RESULT: </li></ul><ul><li>People who received a Coke ended up buying 50% more raffle tickets than those who didn’t get one. </li></ul>Reciprocity
  18. 18. Expensive helps persuade. <ul><li>Williams Sonoma carried just one inexpensive bread-maker. Then they introduced a more expensive one… and sales of the less expensive one nearly doubled . </li></ul>TAKEAWAY: People make “compromise choices”. So putting an expensive product next to the one you actually want to sell can help increase sales. (Conversely: Good luck selling expensive if it’s next to cheap!) 119.95 199.95 Compromise
  19. 19. Well, if everyone’s doing it… <ul><li>Decision researchers ran a test in a hotel room. One card read, “Please be kind to the environment and reuse your towels.” The other read, “89% of our guests reuse their towels.” The second message resulted in a 26% increase in participation. </li></ul>TAKEAWAY: Even though people say they’ll act based on one message, they may actually act based on social ‘pressure’. Social Proof
  20. 20. <ul><li>Why Can People Be So Easily Persuaded? </li></ul>
  21. 21. The power of habit <ul><li>95% of the actions we take every day are based on habit </li></ul><ul><ul><li>We think consciously about just 5% of our decisions (using our “executive mind”) </li></ul></ul><ul><ul><li>We don’t actually process thoughts for each of our decisions </li></ul></ul><ul><li>People depend on routine & automatic behaviors to survive (which is why you don’t remember details of your drive to work every morning) </li></ul>
  22. 22. <ul><li>So, when the usual signs are right, we trust that we’re doing the right thing. </li></ul><ul><li>Getting those signs right is where persuasion messaging & architecture comes in. </li></ul>
  23. 23. NEXT Apply these 7 principles (and additional learnings) ethically to your messaging & layouts to maximize persuasion opportunity. (Watch for a PPT on that on soon.)
  24. 24. LANCE JONES, Senior Web Consultant JOANNA WIEBE, Senior Copy Consultant Call us in North America at 778-430-1811