This presentation demonstrates the value of understanding and using a variety of behavioural economics principles to achieve results in your digital marketing campaign.

1. 15 Behavioural Economics Principles to
increase Conversions
A4U Expo 2012
http://twitter.com/kelvinnewman
kelvin.newman@SiteVisibility.co.uk

2. Strategy Director
SiteVisibility
A digital agency specialising in
retail, travel and financial services

3. Organiser
BrightonSEO
The Free SEO Conference

4. Co-Founder
Clockwork Talent
Decent Digital Recruitment

5. Text
Social Proof
roblawton

6. tendency of people
assume the actions of
others reflect correct
behaviour for a given
situation

7. Text
Loss Aversion
Images_of_Money

8. the disutility of giving up
an object is greater than
the utility associated with
acquiring it

9. Anchoring
Text
Alex Bellink

10. the tendency to rely too
heavily, or "anchor," on a
past reference or on one
trait or piece of
information when making
decisions

11. Text
Choice
Supportive
Bias
shawncampbell

12. the tendency to remember
one's choices as better
than they actually were.

13. Decoy Effect
Text
ymorimo

14. preferences change when
there is a third option that
is asymmetrically
dominated

15. Text
Distinction
Bias
cliff1066â„¢

16. the tendency to view two
options as more dissimilar
when evaluating them
simultaneously than when
evaluating them
separately

17. Experimenters Bias
Text
[F]oxymoron

18. the tendency to believe
data that agrees with their
expectations and to
disbelieve, discard, or
downgrade data that
appear to conflict with
those expectations

19. Functional
Fixedness
Text
jamingray

20. limits a person to using an
object only in the way it is
traditionally used

21. Hyperbolic
Discounting
Text
Identity Photogr@phy

22. the tendency for people to
have a stronger
preference for more
immediate payoffs
relative to later payoffs,
where the tendency
increases the closer to the
present both payoffs are

23. Knowledge
Bias
Text
Vox Efx

24. the tendency of people to
choose the option they
know best rather than the
best option

25. Post Purchase
Rationalisation
Text
preetamrai

26. the tendency to persuade
oneself through rational
argument that a purchase
was a good value

27. Psuedocertainity
Effect
Text
matsuyuki

28. the tendency to make risk-
averse choices if the
expected outcome is
positive, but make risk-
seeking choices to avoid
negative outcomes

29. Zero Risk
Bias
JD Hancock

30. preference for reducing a
small risk to zero over a
greater reduction in a
larger risk

31. Dunning-
Kruger
Text
Effect

32. tendency of unskilled
individuals suffer from
illusory superiority
mistakenly rating their
ability much higher than
average.

33. False
Consensus
Text
JD Hancock

34. the tendency to
overestimate how much
other people agree with
him or her

35. The slides will be on
slideshare.net/kelvinnewman
You can also follow me on
Twitter
twitter.com/kelvinnewman

36. fin.