The document outlines six persuasive principles for digital effectiveness, emphasizing the importance of motivation and ability in triggering desired behaviors. Key concepts include the use of storytelling to engage customers, the impact of social proof, and techniques like reciprocity and relativity to enhance conversion rates. These strategies aim to improve digital interactions and increase user engagement.

1. 6 Persuasive Principles for Digital EffectivenessRichard Sedley

9. http://architectures.danlockton.co.uk

11. Trigger the behavior!High motivationIncreasing likeliness to perform target behaviorLowmotivationLowabilityHighabilityBJ Fogg: behaviormodel.org

14. www.behaviormodel.org

16. 01Persuasion Windows

20. Persuasion windows open… when you are in a good mood

21. when your world view no longer makes sense

22. when you can take action immediately

23. when you feel indebted because of a favour

24. immediately after you have made a mistake

25. immediately after you have denied a requestPersuasive Technology: Using Computers to Change What We Think and Do, BJ FoggStanford University, Persuasive Technology Lab, 2003

27. 02Storytelling

28. StorytellingCopyright: Steve Double - www.double-whammy.com

29. Elements of a good storyPASSION to make your customers care

30. a HERO to drive the action

31. anANTAGONIST to challenge the hero

32. a moment of AWARENESS where the hero realises how to overcome his or her obstacles

33. TRANSFORMATION wherein the hero accomplishes his or her desired goalsThe Elements of Persuasion: Use Storytelling to Pitch Better, Sell Faster & Win More Business, Richard Maxwell & Robert Dickman

34. 03Social proof

35. Social proofExperiment: Milgrim, Bikman and Birkowitz

36. Social proof

37. 05Error / correction

40. 05Reciprocity

41. 44%completion accuracy91%completion accuracyReciprocityABFormWhitepaperWhitepaperFormConversion rate = 84%Conversion rate = 72%Embedded Persuasive Strategies to Obtain Visitors’ Data. Gamberini, Petrucci, Spoto, Spagnolli

43. 06Relativity

44. Incentives and reciprocityValue is relative68%32%

45. Incentives and reciprocityValue is relative16%0%84%

46. William-Sonoma £275 1988

47. Persuasive Principles for Digital EffectivenessPersuasion WindowsStorytellingSocial proofError / correctionReciprocityRelativity

48. Thank’sfor listeningRichard Sedleyr.sedley@cscape.comTwitter.com/richardsedley