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Persuasion Design - A Framework for Behavior Management & Conversion Rate Optimization


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Persuasion Design is a framework for behavior management and conversion rate optimization. It is based on sound scientific principles in persuasion and social psychology, UX & interaction design, user behavior and data analysis.

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Persuasion Design - A Framework for Behavior Management & Conversion Rate Optimization

  1. 1. Persuasion Design A Framework for Behavior Management & Conversion Rate Optimization Sverre Bech-Sjøthun
  2. 2. «Everybody knows» That a website ought to meet user & business goals
  3. 3. «Everybody knows» That better usability = Higher goal achievement
  4. 4. The percentage of visitors performing a valuable action is your conversion rate
  5. 5. 90% 3% 7% Definitely yes Definitely maybe Definitely NO Sales Potential
  6. 6. There’s much more than just usability that’s crucial for success…
  7. 7. Online Revenue = • Visitors are mainly influenced by marketing, PR and customer loyalty • Conversion rate and Average sale is mainly influenced by:  Motivation to do desired action  Ability to do the desired action  Trigger to do the desired action Visitors X Conversion Rate X Average sale
  8. 8. Persuasion Design A Framework for Behavior Management & Conversion Rate Optimization By: Sverre Bech-Sjøthun A step-by-Step guide Full blog post on:
  9. 9. The challenge with standard split testing… A B Winner All website users:
  10. 10. Split testing problem: One size fits all?
  11. 11. Persuasion is like cooking a curry Same ingredients, very different dose. (I like my curries so hot I get a nose bleed…)
  12. 12. The average psychological profile
  13. 13. Every single user is slightly different:
  14. 14. Segmentation is key to success
  15. 15. First Identify Target Behavior • User objectives • Business objectives • Macro conversions • Micro conversions
  16. 16. Then Analyze User Behavior Qualitative How they think Quantitative What they do • Surveys • Personas • User testing • Etc. • Verify / tag data • Web analytics • Data mining • Etc.
  17. 17. Use the Behavior model
  18. 18. UX, Ability & Self Efficacy • Great UX make the system easy to use, thus increasing your ability to perform the task • Great UX also make the system seem easy to use. • When something seems easy to do, it increases your self-efficacy • Self-efficacy is your belief in your ability to succeed (in performing the task). • The more you believe in your ability, the higher motivation to complete the task.
  19. 19. Feeling (de)motivated yet? Try it for real on: …or better yet:
  20. 20. Use the Behavior model
  21. 21. Identify Test Candidates
  22. 22. Perform Monetization Modeling Put a price on each page
  23. 23. Identify Test Finalists Most valuable pages
  24. 24. Form and write down your hypothesis
  25. 25. Form Hypothesis • Test name • Test number: X - Date: X july, 201X • Hypothesis • Psycological trigger: • Solution: • Result: • What we learned/further tweaking:
  26. 26. Form Hypothesis
  27. 27. Create Tests Persuasion psychology Improve UX and/or
  28. 28. 3… 2… 1… Launch Test!
  29. 29. Identify Winning Combinations
  30. 30. Concept by Sverre Bech-Sjøthun Design by Remi Evjenth Løvik
  31. 31. Fundamental to persuasion psychology is the following:
  32. 32. The Habit loop - Charles Duhigg
  33. 33. Cognitive Ease The interplay between UX and Persuasion Psychology
  34. 34. The two «Systems » • System 1 operates automatically and quickly, with little or no effort and no sense of voluntary control. “The emotional brain” • System 2 allocates attention to complex computations. The operations of System 2 are often associated with the subjective experience of agency, choice and concentration. “The rational brain” - Daniel Kahneman
  35. 35. Great UX: When you are in a state of cognitive ease, you are probably in a good mood, you like what you see, believe what you hear, trust your intuitions and feel that the situation is comfortably familiar. Poor UX: When you feel strained, you are more likely to be vigilant and suspicious: you invest more effort in what you are doing, feel less comfortable, and make fewer errors, but you also are less intuitive and less creative than usual.
  36. 36. Great UX = Cognitive Ease …and allows your lazy System 2 to chill, leaving the decision making to System 1
  37. 37. System 1 detected
  38. 38. How we make our Decicions • We all see ourselves as rational beings • But we use our emotions to make the decision • Then justify with logic: Emotional • This is called rationalization • Reach the heart first, before fact are presented • Persuade the customers to make an emotional decision, and they will automatically rationalize, thus cementing the decision. The sale is yours. Rational
  39. 39. Cialdini’s 6 Principles of Persuasion
  40. 40. Reciprocity • If you give me something, and I owe you • Do me a favor, and I owe you • “Free” sample or “Free” trial • We are obligated to give • We are obligated to receive • We are obligated to reciprocate
  41. 41. Commitment/ Consistency • Reliability is a highly valued personal trait in society • Say “A” and you must say “B” • If you agree to something, then you are obliged to keep your promise • Ask for a small favor first – it’ll be easier to ask for more later • Multiple step conversion process – like a whishlist • Contest: “Why do you LOVE [yourcompany]?” via Facebook Comment • Written down + made public = commitment. • Bonus: glowing testimonials that you can use as social proof • Net Promoter Score: “On a scale from 0-10, how likely are you to recommend us to a friend or colleague?” • Gives you a customer loyalty score – but people answering 8-10 are obliged to act accordingly…
  42. 42. Scarcity • Only 3 left • Time limited offer • Only 8 items per customer • Exclusive/confidential/secret information • Deprivation of liberty, limited options • Concorde discontinued in 2003 – ticket sales boomed • Sætre’s “Alphabet bisquits” drawn in 2001 due to low sales, relaunched in 2007 due to petitions and massive demand
  43. 43. Scarcity Scarcity/exclusive information Instant gratification The power of FREE [link]
  44. 44. Bonus: Scarcity (depreivation of liberty)
  45. 45. Bonus: Scarcity (depreivation of liberty) A/B test: Change header & CTA 140% increase
  46. 46. Bonus: Scarcity (depreivation of liberty) A/B test: 400% increase Vs. Winner!
  47. 47. Authority
  48. 48. Authority Trust me – I’m a photo of a guy with a lab coat…
  49. 49. Liking • Visually or other ways attractive, sympathetic or pleasing. • It’s hard to say no to a friend • Send to a friend – “gift card to yourself and your friends” • Compliments • We are like you, we understand you – behavior mirroring • “Good cop – Bad cop”-routine
  50. 50. Social proof • When lots of people are doing it, it must be the right thing to do • Acting like sheep • Social proof is particularly effective when you are uncertain • New brands may see a dramatic effect from social proof • What does others say about you? Prove it! • Testimonials • Endorsements • Expert opinions • Diplomas, awards and nominations • Security Certificates
  51. 51. Social proof VS.
  52. 52. Social proof & scarcity Full on scarcity Social proofSocial proof of the scarcity
  53. 53. Social proof
  54. 54. Ratings and testimonials builds trust. But in the absence of risk, trust is redundant. (trust-building elements could even introduce a sense of risk, and produce the opposite effect.)
  55. 55. Social proof
  56. 56. Bonus: Time Perspective
  57. 57. Bonus: Contrast
  58. 58. Bonus: Contrast
  59. 59. Bonus: Contrast VS.
  60. 60. The Contrast Principle works on all 5 senses, as well as cognitively.
  61. 61. Want to sell the 10 000,- bike? Show them the 45 000,- bike first…
  62. 62. Bonus: Contrast
  63. 63. Bonus: Decoy effect
  64. 64. Bonus: Decoy effect
  65. 65. Nothing is cheap or expensive by itself, But compared to something. (As such, anchoring the inexpensive first will have the opposite effect.)
  66. 66. We’re all Predictably Irrational…
  67. 67. A little bit of Litterature Social psychology: 1. Robert Cialdini: "Influence - Science and practice" 5th edition, 2008 2. Nir Eyal: “Hooked – How to build habit-forming products” 3. Philip Zimbardo: “The Time Paradox” 4. Carol Tavris, Elliot Aronson: “Mistakes Were Made (But Not by Me)” 5. David J. Linden: “The Compass of Pleasure” 6. David DiSalvo: “What Makes Your Brain Happy and Why You Should Do the Opposite” 7. Elliot Aronson: “The Social Animal” 8. Charles Duhigg: “The Power of Habit – why we do what we do in life and business” 9. Daniel Kahneman: ”Thinking, Fast and Slow” 10.Dan Ariely: “Predictably Irrational” UX: 1. Gerry McGovern: “The strangers long neck” 2. Steve Krug: “Rocket surgery made easy” Web analytics: 1. Avinash Kaushik, Web analytics 2.0 2. Brian Clifton: “Advanced Web Metrics with Google Analytics”