Persuasion, Personality, Conversion - PPC for the Smart Kids

@paulrouke #CS13
What is Usability and User Experience?A brilliant reference for persuasive techniques

@paulrouke #CS13
Persuasion, Personality, Conversion –
PPC for the Smart Kids
by Paul Rouke (@paulrouke)
Founder & Director of Optimisation at PRWD
5th Septmber 2013 @
Conversion Summit, Frankfurt

@paulrouke #CS13
PRWD work closely with brands to
optimise their online conversion rate
across desktop, tablet and mobile
About Us

@paulrouke #CS13
What is Usability and User Experience?About this session
• Leading examples of where brands are using some of the
most influential persuasive techniques
• Examples of where brands are combining different
persuasive techniques to enhance their influence on
positive user behaviour
• Examples of one of the most significant missing
ingredients in almost all online experiences

@paulrouke #CS13
What is Usability and User Experience?A brilliant reference for persuasive techniques
Getmentalnotes.com

@paulrouke #CS13
ScarcityRecency
Social Proof
How Booking.com use scarcity and other
persuasive techniques...
Saving

@paulrouke #CS13
What is Usability and User Experience?
See how Booking.com persuades visitors to book
http://bit.ly/bookingBP

@paulrouke #CS13
Tips to demonstrate scarcity & encourage action
Use words such as “selling fast” on some products to introduce social proof
Use words such as “last few remaining” to create intrigue
If you indicate current activity (like Booking.com) make this genuine
Provide a filter in your navigation for “low stock availability” as some users will be
attracted to these products
Position the stock message in close proximity to the call to action
Indicate when someone last made a purchase decision
Indicate scarcity more than once, using different language to say the same thing

@paulrouke #CS13
Vancouver Convention Centre pay considerable attention to
the importance of establishing & demonstrating social proof
– they also provide different types of content to engage
visitors in ways appropriate to their behaviour

@paulrouke #CS13
When I see examples of big
organisations who have hosted
events and conferences at a
particular venue this has a strong
influence on how I think about that
venue. Video testimonials are
more convincing than written
testimonials.
“
A user taking part in an in-depth research study

@paulrouke #CS13
As well as showing ratings on the lister pages, Speedo
position the star rating & number of reviews in the ideal
position where users will focus attention on

@paulrouke #CS13
Ratings are provided in a number of important areas, which
visitors can filter by, and Speedo go to considerable lengths
to ensure visitors can empathise with the reviewers

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I really like how the reviews are
designed with the little bar-charts.
You see where people are happy or
disappointed with a product.
I really like how you classify what
type of swimmer you are.
I can tell if the reviewer is in the
same mind-frame as me.
“
A user on the Speedo website

@paulrouke #CS13
Tips to showcasing social proof
Don't rely on ratings being on your product pages - use them through the
user journey in key areas of focus for visitors
Bring customer comments to the surface, not hidden away in tabs
Combine both famous & non famous people to provide social proof about
your proposition & service/products
Allow visitors to filter reviews to find the most relevant ones that they can
empathise with
Provide reviewers with the opportunity to describe/categorise themselves
– demonstrate authenticity & allow visitors to empathise with them

@paulrouke #CS13
ASOS have provided customers with a perfect way to
consider a wider range of products rather than having to
make a decision to ‘add or not to add to my basket’ – plus
they provide a seamless experience to purchase items

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So how many visitors are
using this feature?

@paulrouke #CS13
Short answer? Shitloads.
Hundreds of thousands
of saves a day.
“
James Hart, eCommerce Director at ASOS

@paulrouke #CS13
When we started working with Molton Brown their shopping
basket wasn’t encouraging visitors to proceed to checkout

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The revised shopping basket aims to encourage visitors to act
on their previous decision to add products into their basket
1
2
3
4
5
6
7
8
1
Checkout is now the most prominent CTA
2
Dynamic messaging encourages additional purchases
3
Delivery costs & timescales are now visible
Emphasis is drawn to the FREE samples & gift options
4
5
Ticks are used to demonstrate positive messaging
6
Users are discouraged from trying to obtain a promo code
Security assurances are provided to increase confidence
7
The call to action provides security assurance
8

@paulrouke #CS13
What is Usability and User Experience?How did these combined changes impact the
performance of this page?
Visitors proceeding to checkout
increased by 37%

@paulrouke #CS13
Tips to maintaining visitor’s momentum
Repeat key proposition messages through the user journey, not just at the
initial decision making point
Provide customers with a lower level of initial commitment, not just ‘add to
basket’
Focus the user on what they are there to do - distractions can be toxic
Use colours to draw peoples attention to your key persuasive elements -
just being there isn't always enough
Use ticks to provide positive, visual affirmation of what the user has done
and what benefits they will be getting

@paulrouke #CS13
ASOS originally used the phrase “create an account” in both
the copy and on the call to action for new customers. They
also had 3 competing calls to action using the same button
style

@paulrouke #CS13
ASOS now provide one the most simple, barrier free
checkout pages for new customers – simply asking them to
continue

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What is Usability and User Experience?How did this message change and call to
action impact the performance of this page?
Abandonment Rate
Was Reduced by 50%

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AllSaints originally provided new customers with 2 different
options at the start of checkout – create an account or
continue as a guest

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The redesigned checkout provided new customers with one
option which was to start entering their details, whilst de-
emphasising the login facility for returning customers so as
not to distract new visitors

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What is Usability and User Experience?How did this reduction in choices for new
customers affect conversion rate?
New customer conversion
rate Increased by 18%

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The new order confirmation page for this retailer aims to
focus first time buyers attention on choosing to create their
account – see also the aspirational imagery to get customers
thinking about the goal of their online shopping journey

@paulrouke #CS13
Tips for reducing choice & improving completion
Provide visitors with as few options as possible, just one if they are new
customers and you are selling online
On key landing pages limit the number of calls to action to focus the visitor
on what you want them to do
Pay particular attention (and test) the wording on your call to action
elements, to understand how they impact completion
Reduce or even remove text that accompanies primary action buttons as
this slows down progress or is often disregarded
Use tick icons to highlight the benefits users will get by making a decision
Aim to create a sense of momentum by allowing visitors to make quick &
easy decisions early on within a process of pages/tasks

@paulrouke #CS13

@paulrouke #CS13
Believe it or not on first viewing, Lings Cars feature a wealth
of persuasive techniques to encourage visitors to buy

@paulrouke #CS13
Assuming you can fulfil the
service or goods supply
that you offer, the biggest
thing to get right is simply
to emotionalise your
offering
“
The irrepressible Ling Valentine (@LINGScars)

@paulrouke #CS13
It is about gaining trust
and then providing a
way to deliver a 100%
digital service, while
remaining personal.
“
The mad as toast Ling Valentine (@LINGScars)

@paulrouke #CS13
Would you trust this woman?!

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In 2012 the RRP of the cars
they leased online was over
€58million

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See how Lings Cars persuades visitors to buy
http://bit.ly/batshitinsane

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Bella Center in Copenhagen provide a very boring, in-
personal experience when visitors are interested in making
contact

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Manchester Central have a clear understanding that “people
buy people” and provide visibility of who are the key
contacts that potential buyers will be working with

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Richer Sounds also recognise the importance of
demonstrating their personality and humanising their online
content

@paulrouke #CS13
You need to bring people
and emotions to the front.
We do business with
people, the human touch
is the way things are
moving towards
“
A user looking for a service provider online

@paulrouke #CS13
Tips for introducing delighters, personality &
humanising your online content
People buy people - show visitors who they will be dealing with, not just
names, emails and telephone numbers
Pay close attention to goal completion pages of your site and provide
content which adds value
Look at opportunities in your copy to demonstrate some personality
Don’t be afraid to show your human side
Use language which resonates with visitors & potential buyers
Provide short video case studies & client testimonials to let your customers
sell your products & services for you

@paulrouke #CS13
Summary
> Persuasive design is everywhere (in small bits)
> Instilling trust is fundamental, no matter who you are
> Avoid the dark arts (see http://wiki.darkpatterns.org)
to remain credible & trustworthy
> Focus on the full customer journey, including the
end
Combine usability, persuasion & personality for the
biggest commercial (and user experience) impact

@paulrouke #CS13
Extensive usability, persuasion &
conversion resources available online here:
bit.ly/CROresources

Persuasion, Personality, Conversion - PPC for the Smart Kids

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