Persuasion Tactics for Increased Sales and Signups


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Presentation from the South Florida User Experience Meetup.

Discusses some of the major persuasion tactics you can use in your website to draw people to the content you want them to see, encourage them to sign up, and close the sale.

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  • By presenting you with the highest package first, the 89.90 package doesn’t seem to high in comparison. For example, if you found out they have a 29.99 special first, the 89.90 package would feel like a rip off. It’s all about contrast order, the first item sets the bar so you want it to be more expensive, and the second item is evaluated against the first making it seem less expensive. Showing your cheapest packages first, applies the principal in reverse and just makes your regular packages look that much more expensive.
  • If I provide you with a trial of the service, or a free version with limited capability, you are more likely to repay the favor by purchasing a full version.
  • You are more likely to sign up for a paid version of the product, if they were nice enough to let you use a limited version for free.
  • Trails are a great sales tactic. Not only does reciprocity work for in their favor, but also fear of loss. Once we feel we have something, we feel more attached to it and are less willing to give it up.
  • Let’s say you decide it’s time you got some Anti-Malware protection for your computer and you find yourself at the Lavasoft site. You see that they have 3 different versions of the product. You decide to click on the top one to see what kind of cost you is involved, because you associate cost with quality, you know the free version isn’t going to be as good.
  • You see that it’s 26.95 for 1 year. Ok, this isn’t bad, but lets see what the free version is all about. So you click on the Ad-Aware Free link.
  • Here they give you a link to download the free version, but to your surprise you have also found a loophole, because now they are willing to give you the 26.95 version for free! All they ask is that you enter your name and email address. Considering this concession, that they are willing to make a deal with you, you determine that the least you can do is put in your information since your taking advantage of the offer.
  • We will remain consistent with a choice, because it is easier in life to make a decision once and stick with it, than to question every possible decision we encounter in a day.We are most likely to commit and remain consistent with things that have not only been written down, but done so in a public manner. Commitments can slowly start to change our self image, every time we commit to something we align ourselves to be consistent with that commitment, with a series of small commitments leading to a personality or behavior shiftLowballling, getting someone to commit to something because of an incentive, then giving them a chance to build their own supports to commit to the decision, then removing the initial incentive.Foot-in-the-door – a series of smaller requests to eventually lead to compliance with a larger request.When we have a feeling of public responsibility we are more likely to remain consistent with a commitment.
  • Not only do they get you to write a commitment to be greener, the fine text says that Nestle Waters North America Inc. can reproduce and modify your submission freely and for any purpose. Free marketing for them. Also notice the good defaults, by already having the special offers boxed checked when you arrive on the page.
  • By writing a positive revew about a product, you are making a public commitmet that this not only a product you own and use but one you like. This makes you much more likely to rate it even higher in the future, and to conitue to buy this type of product or brand, because you have now publicly identified yourself as a person who recommends it.
  • By providing an advantage at the point of making a commitment, a person will start to build additional reasons to stick with that commitment, and then the origional advantage can be removed and a person will still be happy with their coice.
  • We learn from observing others and gain validation by aligning our actions with those of others. This is especially true when we are in an ambiguous situation or unsure of ourselves.If we feel everyone else is doing something, it provides us with proof that we should probably be doing it tooThe more people that do an action, the more valid we feel that action isLong lines show that the thing at the end is worth the wait.Customer testimonials, ratings and reviews provide validation to us that something is a good decision
  • Out of 305 people who left reviews 242 of them thought this book deserved 5 stars! And a majority of them (427 of 438) found this review helpful, a testimonial by another person who highly recommends this book. That is proof enough, I think I will buy it now.Describing the person helps enhance the proof as we are most likely to follow those like us.
  • Not only have other customers bought this item, but 81% of them have purchased this book versus another option.
  • We are more likely to check these options out, not only because other customer bought these items, but because those were customers like us.
  • We are most likely to comply with a request for someone we likePhysical attractive people are most likely to get social advantages and gain our favorabilityWe are suckers to flattery and will like someone who flatters us even when the flattery is untrueWe want to feel that people are on our side, and working with us towards a common goalWe like things we are most familiar with, we are more likely to choose something we feel comfortable with alreadyPairings of positive things and products can condition us to associate positive feelings towards a request or product.People feel public approval when they are associated with something positive.We are more likely to help people who we feel are like us.
  • Priceline is on your side, and negotiates on your behalf.
  • By using several means of marketing we become more familiar with things, and therefore are more willing to like them. Brand exposure affects later choices.
  • Limited items tend to convey higher worth, as common items convey lower worthWe have a fear of losing things, especially things we feel we already hadWe feel a pressure to act when forced against a deadlineWhen forced to compete for something it becomes even more desirableSomething exclusive adds to the strength of it’s scarcity.
  • Persuasion Tactics for Increased Sales and Signups

    1. 1. Powerful Persuasion Tactics for Increased Sales and Signups.<br />Lauren Martin<br />
    2. 2. Persuasion versus Usability<br />Usability makes it easier for someone to do something, it makes it useable. <br />Persuasion is behind the persons motivation to do that thing in the first place. <br />At every barrier in usability there must be more motivation to complete the task than the effort required to complete it.<br />
    3. 3. Why persuasion works<br />Because it provides proven shortcuts for us that reduces our already maxed out daily cognitive load. <br />We have learned these automatic fixed-action patterns. It’s a very efficient way of behaving as it reduces the need to analyze our every decision.<br />
    4. 4. How does that help me?<br />So how can I use persuasion to<br />Push the sale?<br />Get new customers?<br />And Increase customer loyality?<br />
    5. 5. Contrast Principle<br />Perception based on what is presented immediately prior providing a contrast.<br />
    6. 6. Contrast Principle<br />
    7. 7. Reciprocation<br />Obligation to repay favors.<br />
    8. 8. Free Gift<br />
    9. 9. Reciprocation<br />
    10. 10. Free 1 Month Trial<br />
    11. 11. Reject then Retreat<br />Uses contrast principle, concession is a favor, therefore you return favor by complying with retreat.<br />
    12. 12. Request…<br />
    13. 13. Then…<br />
    14. 14. Retreat<br />
    15. 15. Motivation<br />Challenges<br />Experimentation<br />Clear Goals<br />Strong Feedback<br />Competition<br />Reward<br />Recognition<br />
    16. 16. Make it Easy to Experiment<br />
    17. 17. Provide Clear Goals<br />
    18. 18. Challenges & Reward<br />
    19. 19. Encourage Exploration<br />
    20. 20. Commitment & Consistency<br />Once we make a choice, we will commit to it.<br />Public written commitments are strongest<br />Many small commitments can change our self image<br />Low-ball Tactic<br />Foot-in-the-door<br />Ask someone to watch your stuff<br />
    21. 21. Public Commitments<br />
    22. 22. Written Commitments<br />
    23. 23. Commitment to a Product<br />
    24. 24. Lowballing<br />89.00<br />89.00<br />178.00<br />+<br />
    25. 25. Social Proof<br />We look to the actions of others for examples.<br />“fast-selling” “most popular” <br />Number sold<br />The more people, the better.<br />Long lines<br />Customer testimonials<br />Ratings and Reviews<br />
    26. 26. Social Proof<br />
    27. 27. Social Proof<br />
    28. 28. Social Proof with Similar People<br />
    29. 29. Liking<br />We’re more likely to comply with those we like.<br />Physical attractiveness<br />Suckers to flattery<br />Want people to cooperate with us<br />Familiarity with things<br />Conditioning<br />Positive association<br />Similarity, “just like us”<br />
    30. 30. People Who are Like Us<br />
    31. 31. Working Together<br />
    32. 32. Familiarity <br />
    33. 33. Flattery<br />
    34. 34. Scarcity<br />Limited availability<br />Fear of loss<br />Deadlines<br />Competition<br />exclusivity.<br />
    35. 35. Exclusivity<br />
    36. 36. Scarcity on<br />
    37. 37. Scarcity<br />
    38. 38. Supply & Demand / Exclusivity<br />
    39. 39. Choices<br />Don’t have too many similar options<br />When your options get smaller gradually, you are more likely to make a choice.<br />Too many options overwhelm.<br />
    40. 40. Reduce Options<br />
    41. 41. Reduce Visible Options<br />
    42. 42. Organize Options<br />
    43. 43. Help them make a choice<br />
    44. 44. What is it you want to do?<br />Push the Sale?<br />One day sales, timeline on offer<br />Limited edition items, short supply<br />Show positive reviews by other customers<br />Show similar purchases by similar customers<br />Provide a reason, “because” you deserve it<br />Show it in comparison, you might like this instead<br />Provide gifts with purchase<br />Show how many other people made this purchase<br />Frame it right, not “Still 10 left” but “Only 10 more” instead of “only one payment of 49.95” use “only 3 payments of 16.65”<br />Prominance, this is front page stuff<br />
    45. 45. What is it you want to do?<br />Get new customers?<br />Offer free trials, and gifts through promotions<br />Give current customers discounts for recommending friends<br />New customer only discounted rates<br />Attract attention with bright colors, and pretty people<br />Show how many others are doing this, using this service, buying this product<br />Associate your produt or service with other positive feelings and images<br />Resolve suspicions, show there is no “catch”<br />
    46. 46. What is it you want to do?<br />Increase Customer Loyalty & Membership?<br />Customer Rewards and Frequent Buyer Punch Cards<br />Exclusive invite only offers<br />Access to pre-sale discounts<br />Free or discounted shipping for members<br />Give incentives and challenges towards rewards, frequent flyer miles<br />Encourage exploration, you might also like our other offerings, cross sell and upsell<br />Good defaults, automatically enroll me when I sign up<br />Feedback, you this close to your free gift, do this to get there<br />Ask for commitments, leave a review for us on your new product<br />
    47. 47.
    48. 48.
    49. 49. Good Resources on Persuasion<br />InfluenceThe Psychology of Persuasion By: Robert Cialdini<br />Neuro Web DesignWhat makes them click? By: Susan Weinschenk<br />
    50. 50. More Resources…<br />Design with Intent Toolkit:<br />Mind Bites:<br />Persuasive Design by Sebastian Deterding:<br />