What motivates your customers to buy from you? If you’re still trying to figure it out, join our next webinar to discover how you can leverage human nature and basic psychology to drive conversions. Hosted by our Marketing Director Kath Pay, this webinar reveals how you can use copy, design and persuasive techniques to trigger positive, often subconscious responses that are innate within all of us, to encourage action.

1. Leveraging Psychology for
e-commerce
Presenter: Kath Pay
Marketing Director, cloud.IQ
Co-Founder, Plan to Engage
www.cloud-iq.com

2. Your presenter –
Kath Pay
• Marketing Director, cloud.IQ,
Co-Founder, Plan to Engage
• Email Marketing Consultant,
Trainer & Speaker
• Lead trainer for Email
Marketing for Econsultancy
& the IDM in the UK
@kathpay
@cloudiqapps
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3. Some of our clients
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4. Use this information responsibly!
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5. Want to view the recorded webinar?
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Please click here
to gain access

6. Leverage Personalities
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7. 4 types of web users Jakob
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Nielsen
2007

8. 4 very different approaches
A:
Search
Dominant/Compe<<ve
B:
Naviga<on
Dominant/Methodical
C:
Tool
Dominant/Spontaneous
D:
Successful/Humanis<c
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9. Methodical
–
HOW-­‐type
Ques6ons
Humanis6c
–
WHO-­‐type
Ques6ons
What's
the
fine
print?
How
does
this
work?
How
can
I
plan
ahead?
What
proof
do
you
have?
Can
you
guarantee
that?
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How
will
your
product
or
service
make
me
feel?
Who
uses
your
products/service?
Who
are
you?
Tell
me
who
is
on
your
staff,
and
let
me
see
bios
What
will
it
feel
like
to
work
with
you?
What
experience
have
others
had
with
you?
Can
I
trust
you?
What
are
your
values?
Spontaneous
–
WHY
&
WHEN
Compe<<ve
–
WHAT-­‐type
Ques<ons
How
can
you
get
me
to
what
I
need
quickly?
Do
you
offer
superior
service?
Can
I
customize
your
product
or
service?
Can
you
help
me
narrow
down
my
choices?
How
quickly
can
I
take
ac<on
and
achieve
my
goals?
Why
will
this
let
me
enjoy
life
more?
What
are
your
compe<<ve
advantages?
What
makes
you
the
superior
choice?
What
makes
you
a
credible
company?
What
can
you
do
to
help
make
me
look
cuYng
edge?
What
are
your
creden<als?
What
can
you
do
to
help
me
achieve
my
goals?

10. Design for Personalities
Spontaneous
Humanis<c
Compe<<ve
Methodical
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11. Two main drivers innate to us all
To Avoid Pain To Gain Pleasure
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12. loss aversion refers to people's
tendency to strongly prefer avoiding
losses to acquiring gains.
Some studies suggest that losses are
twice as powerful, psychologically, as
gains.
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13. The desire to avoid loss is a strong motivator for many.
Loss Aversion/Scarcity
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14. Scarcity
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15. Animated gif to assist you
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18. Priming
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19. Priming
Experiment
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22. Use
emo<on
to
engage
them
• Drawing
audience
in
emo<onally
by
using
images
to
prime
them
• 11,000
visitors
tested
for
each
page
• Increased
conversions
by
40.18%
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Visual
Website
Op<mizer

23. Cognitive Ease
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24. Use explicit visual guides
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25. Use Implicit visual cues
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26. Help them to make a decision
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27. Images can be powerful
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Source:
Neuromarke<ng

28. Use images to support your objective
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Source:
Neuromarke<ng

29. Which is true?
• Adolf
Hitler
was
born
in
1892
• Adolf
Hitler
was
born
in
1887
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30. Make the objective clear
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31. When making decisions, we often look at the behavior of others as an example.
Social Proof
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32. Wisdom of the Crowd
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33. Modcloth – shoppers vote on future styles. 2
x sales
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Betfairs case
Study
The test hypothesis was
that replacing the
mobile offering (which
potentially encouraged
audience to channel
hop) with a message
that emphasised a
persuasion principle
should have greater
impact on conversions
and increase the
clickthrough rate (CTR)
to the registration
page.
VisualWebsiteOp<mizer

35. Reciprocity
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36. Loss Aversion
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37. Socialproof – 7% uplift in CTR
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96%
Sta<s<cal
Confidence

38. Agreeing to a small task will make it harder to say no to a large task later.
Commitment/Foot in the
Door
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39. A consistency & commitment experiment
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42. Use the power of a subtle nod
The consistency principle: get them to
answer “yes” to a couple of questions
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43. Case Study: Control version
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Marke<ngExperiments

44. 400% uplift in CTR’s
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45. Anchoring Effect
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46. How old was
Ghandi when he
died?
• Did Mahatma Gandhi die
before or after the age of
35?
• Did Mahatma Gandhi die
before or after the age of
140?
Q: How old was Mahatma
Gandhi when he died?
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48. Framing
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49. Which
one
is
more
reassuring?
Same information – just framing it differently
• The
odds
of
survival
one
month
ader
surgery
are
90%
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• Mortality
within
one
month
of
surgery
is
10%

50. “Get” not “Buy”
State the benefit rather than what they are parting with. Positive VS negative. WIIFM is
obvious.
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51. Sequence matters
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52. Who do you think has the better
characteristics?
• Alan:
intelligent-­‐
industrious
–
impulsive
–
cri<cal
–
stubborn
–
envious
• Ben:
envious
–
stubborn
–
cri<cal
–
impulsive
–
industrious
-­‐
intelligent
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53. Remember to test everything!
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54. www.cloud-iq.com
35 Kingsland Rd
Shoreditch
London E2 8AA
United Kingdom
T : +44 (0)845 498 9426
F : +44 (0)2077 397 742
Email : uk@cloud-iq.com
Get in touch for
more information