SEOshop Connect - Get behind your data door Webpower
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De presentatie van Webpower zoals gebruikt tijdens de breakout sessie "Get behind your data" tijdens SEOshop Connect conference 2015. Meer informatie: http://www.webpower.eu/nl/ of http://www.seoshop.nl/
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SEOshop Connect - Get behind your data door Webpower
- 2. Barbara Koop Director Customer Experience & Expert Services Get behind your data
- 3. Video 3
- 4. Cognitive Biases A cognitive bias is a pattern of deviation in judgment that occurs in particular situations, leading to what is broadly called irrationality. 4
- 5. Framing Effect The framing effect describes that presenting the same option in different formats can alter people's decisions. 5
- 6. Framing Effect 6 Source: Prof. Dan Ariely 68% 16% 32% 0% 84% Total: $ 8012 Total: $11444
- 7. Anchoring Anchoring is a cognitive bias that describes the common human tendency to rely too heavily, or "anchor," on one trait or piece of information when making decisions. 7
- 8. Anchoring 8
- 9. Anchoring 9
- 10. Behavior = Motivation * Ability * Trigger (BJ Fogg) 10
- 11. Behavior = Motivation * Ability * Trigger (BJ Fogg) 11 - low cost of liking - existing motivation - hot triggers Source: Robert Neal.com
- 12. Putting hot triggers in the path of motivated people 12 1. Commitment 2. Scarcity 3. Authority 12
- 13. Persuasion: So.. What makes people tick? 13
- 14. 14 6 Principles of Persuasion (Cialdini) 14 14
- 15. Social Proof 15Asch conformity experiments (1950s)
- 16. Authority 1 6 65% of people went up to 450 volts Cues of authority were essential
- 17. How is that applied? 17
- 18. Popularity Lists: influence of numbers 18
- 21. 21 Find the persuasion arguments
- 22. 22 Scarcity Social proof Social proof Consistency & Commitment Social proof Framing Liking Social proof Scarcity Scarcity Social proof Consistency & Commitment Social proof
- 23. Less persuasion is more persuasion 1. “100s of others have taken this study before.” 2. “Professor Ford recommends taking this study.” 3. “There are only 18 hours left to participate in this study.” • VS 1. “100s participated, & Professor Ford recommends it. Only 18 hours left.” 2. “Prof. Ford recommends it, 100s participated, only 18 hours left.” 3. “Only 18 hours left, & Professor Ford recommends it. 100s took it.” 23
- 24. The results Clicks on multi-principle ads: .18 % And on single principle ads: .36% 24 24
- 25. 25 So how can less be more? Scarcity Social proof Social proof Consistency & Commitment Social proof Framing Liking Social proof Scarcity Scarcity Social proof Consistency & Commitment Social proof
- 27. Not everyone obeys the laws of social proof 27
- 28. There are people that question authority 28 28
- 29. 29 People are consistently different 29
- 30. 30 So.. Persuade individuals rather than a group 30
- 31. We should differentiate & select.. But how? 31
- 32. 32 The goal of persuasion is to influence someone’s attitude or behavior.
- 33. We think we know about our customers..
- 34. 34 The key to persuasion is to understand and influence motivations behind the data..
- 35. 35 IQ IQ, or intelligence quotient, is the score derived from one of several standardized tests designed to assess an individual's intelligence. EQ, or emotional quotient is defined as an individual's ability to identify, evaluate, control, and express emotions. EQ
- 36. 36 The goal of persuasion is to influence someone’s behavior
- 37. A Persuasion Profile 3737 Normal Page: Scarcity: Authority: Social proof: EffectEffect A persuasion profile is a collection of the estimates of the effect of persuasion principles for each individual customer
- 38. Updating the profile 3838 Based on the response of each client we will update our advice for that user. The new advice is a combination of the response of that client, as well as that of other clients Normal Page: Scarcity: Authority: Social proof: EffectEffect
- 39. Over and over again… 39 Normal page: Social proof: Authority: Scarcity: Effect First page served: Effect Second page served: Effect Third page served: 39
- 40. Increasing chance of conversion for each customer individually 40 Effect Third page served: Normal page: Social proof: Authority: Scarcity:
- 41. PersuasionAPI.. How does it work for you? 41
- 42. Implementations in PersuasionAPI 42 Variant 1 “Bestseller” “80% of people..” “One of our most popular” Authority Social proof Scarcity Original Strategies Implementations Variant 2 Variant 3 Variant 4
- 43. The PersuasionAPI advice We will return the best strategy given the person, and given the previous behavior 43 Variant 1Authority Social proof Scarcity Original Implementations Variant 2 Variant 3 Variant 4 Strategies
- 44. The PersuasionAPI advice • You choose the implementations 44 Variant 1Authority Social proof Scarcity Original Implementations Variant 2 Variant 3 Variant 4 Strategies
- 45. StrategySets 45 Adaptive models Baseline PersAPI 80% 20% Variant 5 Variant 1Authority Social proof Scarcity Implementations Variant 2 Variant 3 Variant 4 Strategies Original
- 48. authority scarcity social proof
- 49. 49 PersuasionAPI in email - landingpage
- 50. PersuasionAPI on email subjectline 50 authority “Exclusive hotel deals hand-picked by our experts.” “Top deals from us- the world's #1 website for booking hotels.” scarcity “Our lowest rates are here, grab them before they're gone.” “Last chance, these deals are going, going… almost gone.” social proof “The latest deals in this week's trending cities.” “Millions of people are choosing deals in these cities.”
- 51. 51 Booking.com increases conversion over 10% and scale up to 20M persuasion profiles worldwide
- 52. 52 Based on a true story Short listed as marketing book of the year by PIM in 2013
- 53. Questions?
Editor's Notes
- Notice (1) that the organization is putting out a message that they know their fans will like. Other times they encourage their fans to like it and they generate tens of thousands of likes and thousands of comments. However, those don’t directly translate into a ROI. But using the principle of commitment and consistency they ask the fans, one day later, to purchase a shirt that has that very message on it. This pattern has been found to be highly effective. In 1966 psychologists Jonathan Freedman and Scott Fraser published a study where they asked homeowners to put obnoxiously large and unsightly sign in their yard that said “Drive Carefully.” Understandably the conversion (or compliance) rate was rather low, 17 percent. However, the researchers were able to get the conversion rate up to 76 percent by changing one simple variable. For the group that converted at 76 percent the researchers simply added an additional call to action a couple of weeks earlier. This time the call to action has a much lower cost. They asked the homeowners to put a small sticker in their window that said “Be a safe driver.” Almost all of the homeowners asked, agreed to put the sticker in their window. Then, two weeks later when asked to put the obnoxious sign in their yard, the researchers were able to attain the 76 percent conversion rate. This commitment and consistency principle has been shown in other studies and is clearly seen in the persuasion patterns in Being Conservative’s facebook strategy. (2) “TODAY ONLY” for the t-shirt sales? Why would the organization limit t-shirt sales to one day? According to the scarcity principle it’s to trigger an action. Namely, the purchase of the shirt. And in conjunction with the commitment and consistency principle it allows the organization to leverage this principle while the fan’s previous consistent act, liking the post with the same quote, is still fresh in their minds. While the Internet seemingly makes anything you want available at any time of the day, the scarcity principle is often employed by online marketers to trigger an action. It’s a powerful and consistently fruitful persuasion pattern. Also, notice (3) that they are using an image that many conservatives hold in high regard. Here, the organization is implementing a strategy that instantiates the liking principle and the authority principle. Research shows that persons are more likely to perform a call to action when it’s requested by or associated with someone who is attractive, similar to them, and/or familiar. By leveraging authority figures, social media friends, and other conservatives (page fans), Being Conservative is able to implement this persuasion pattern in a big way.
- Briefly go through each of the six: Consensus (previous example) Liking (Similarity wallet example) Expertise (Milgram example) Commitment (Sign in garden example) Scarcity (Abundantly available example) Reciprocity (Free books example)
- Asch already in the 1950’s did this amazingly cool experiment. He showed people the two cards here on the slide and asked, which line is as long as the line on the left: A, B, or C. Well since most people are not morons, almost everyone chooses B (well, in his experiment with 35 people Asch identified one moron, the guy choose A..) However, when we set the experiment up differently so that you can see and hear the answers of nine others before you are asked to give your answer, and if all of the other say, without hesitations, line number A, things change. Suddenly Asch had lots of morons: about 75% of his participants choose A if others had chosen A before them. We just say what other people say. We are
- Begin at 4 minutes. In July 1961 (just three months after the start of the trial of German Nazi war criminal Adolf Eichmann in Jerusalem, Befehl is Befehl) Stanley Milgram setup an experiment in which a participant (the Teacher) allegedly had to test another participant (the Learner). The learner had had time to memorize a list of words and the teacher had to test the learner. When a faulty answer was given, the teacher could give an electroshock to the learner to “punish” him for not memorizing the list correctly. The teacher could not see the learner – he was in a different room – but could hear the learner vividly. Every time the learner made a mistake the teacher could crank up the power. Now, the Experimenter – mister Milgram himself – wearing a lab coat and looking as scientific as possible was encouraging the teacher to crank up the dials. They started with a 10 volt shock, next a 20 volt, and increasing and increasing… So, how far did people go? 450 volts was the maximum, and could actually kill someone. Do you think anyone went that far? Yes? Show off hands of people that think as much as 10% went up to the maximum, 20%? 30%? Well 65% of people went up to 450 volts (after hearing screaming and pain from the learner). As long as the experimenter looked serious and authoritive he was able to convince a large majority of people from the street to go as far as kill somebody for not memorizing a word. Without a white jacket and the other cues of scientific authority the compliance rate quickly goes down. Its authority cues that make us do pretty weird things.
- 2 minutes, everybody walk to the front. Write down in your own notebook Then shout what you found.
- Our picks
- Talk about the google add study
- Discussion on how to trim down arguments
- Does everyone respond in the same fashion?
- Does everyone respond in the same fashion?
- Important questions
- Just a few years ago, the biggest struggle for companies was that they had too little data. Now they have too much. We collect, measure, implement all kinds of tools but in the end, all we see is the result of your customer’s actions. Just the tip of the iceberg. To influence that, you have to get behind the data.