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6 Persuasive Principles for Digital Effectiveness<br />Richard Sedley<br />
http://architectures.danlockton.co.uk<br />
Trigger the behavior!<br />High motivation<br />Increasing likeliness to perform target behavior<br />Low<br />motivation<...
www.behaviormodel.org<br />
01Persuasion Windows<br />
Persuasion windows open…<br /><ul><li> when you are in a good mood
 when your world view no longer makes sense
 when you can take action immediately
 when you feel indebted because of a favour
 immediately after you have made a mistake
 immediately after you have denied a request</li></ul>Persuasive Technology: Using Computers to Change What We Think and D...
02Storytelling<br />
Storytelling<br />Copyright: Steve Double - www.double-whammy.com<br />
Elements of a good story<br /><ul><li>PASSION to make your customers care
a HERO to drive the action
anANTAGONIST to challenge the hero
a moment of AWARENESS where the hero realises how to overcome his or her obstacles
TRANSFORMATION wherein the hero accomplishes his or her desired goals</li></ul>The Elements of Persuasion: Use Storytellin...
03<br />Social proof<br />
Social proof<br />Experiment: Milgrim, Bikman and Birkowitz<br />
Social proof<br />
05<br />Error / correction<br />
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6 Principles of Persuasion

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An adapted version of my presentation to the Design for Persuasion conference in Brussels, Oct 2009. This version was presented to the London IA event Nov 2009.

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6 Principles of Persuasion

  1. 1. 6 Persuasive Principles for Digital Effectiveness<br />Richard Sedley<br />
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  9. 9. http://architectures.danlockton.co.uk<br />
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  11. 11. Trigger the behavior!<br />High motivation<br />Increasing likeliness to perform target behavior<br />Low<br />motivation<br />Low<br />ability<br />High<br />ability<br />BJ Fogg: behaviormodel.org<br />
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  14. 14. www.behaviormodel.org<br />
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  16. 16. 01Persuasion Windows<br />
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  20. 20. Persuasion windows open…<br /><ul><li> when you are in a good mood
  21. 21. when your world view no longer makes sense
  22. 22. when you can take action immediately
  23. 23. when you feel indebted because of a favour
  24. 24. immediately after you have made a mistake
  25. 25. immediately after you have denied a request</li></ul>Persuasive Technology: Using Computers to Change What We Think and Do, BJ Fogg<br />Stanford University, Persuasive Technology Lab, 2003<br />
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  27. 27. 02Storytelling<br />
  28. 28. Storytelling<br />Copyright: Steve Double - www.double-whammy.com<br />
  29. 29. Elements of a good story<br /><ul><li>PASSION to make your customers care
  30. 30. a HERO to drive the action
  31. 31. anANTAGONIST to challenge the hero
  32. 32. a moment of AWARENESS where the hero realises how to overcome his or her obstacles
  33. 33. TRANSFORMATION wherein the hero accomplishes his or her desired goals</li></ul>The Elements of Persuasion: Use Storytelling to Pitch Better, Sell Faster & Win More Business, <br />Richard Maxwell & Robert Dickman<br />
  34. 34. 03<br />Social proof<br />
  35. 35. Social proof<br />Experiment: Milgrim, Bikman and Birkowitz<br />
  36. 36. Social proof<br />
  37. 37. 05<br />Error / correction<br />
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  40. 40. 05Reciprocity<br />
  41. 41. 44%<br />completion accuracy<br />91%<br />completion accuracy<br />Reciprocity<br />A<br />B<br />Form<br />Whitepaper<br />Whitepaper<br />Form<br />Conversion rate = 84%<br />Conversion rate = 72%<br />Embedded Persuasive Strategies to Obtain Visitors’ Data. Gamberini, Petrucci, Spoto, Spagnolli<br />
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  43. 43. 06<br />Relativity<br />
  44. 44. Incentives and reciprocity<br />Value is relative<br />68%<br />32%<br />
  45. 45. Incentives and reciprocity<br />Value is relative<br />16%<br />0%<br />84%<br />
  46. 46. William-Sonoma £275 1988<br />
  47. 47. Persuasive Principles for Digital Effectiveness<br />Persuasion Windows<br />Storytelling<br />Social proof<br />Error / correction<br />Reciprocity<br />Relativity<br />
  48. 48. Thank’sfor listening<br />Richard Sedley<br />r.sedley@cscape.com<br />Twitter.com/richardsedley<br />

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