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Psychology of persuasion - 7 tactics - 2017 02 23

Psychology of persuasion: 7 examples for digital marketing

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Psychology of persuasion - 7 tactics - 2017 02 23

  1. 1. 23 January 2017 Copyright © Econsultancy Psychology: 7 examples of persuasion Increase conversion & loyalty Tim Fidgeon @timfidgeon training@econsultancy.com @econsultancy #econlearn
  2. 2. Persuasive design There are no 100% guarantees …but you can develop & test ideas based on these principles…. 2
  3. 3. Persuasive design • Reciprocity • Commitment & consistency • Social proof • Authority • Liking • Scarcity • Paradox of choice 23 January 2017 3 @timfidgeon 3
  4. 4. Reciprocity Waiter’s tip: impact of free sweets (per-person) o No sweet = control o 1 sweet = +3% tips o 2 sweets = +14% o 1 sweet + an ‘extra’ = + 23% ‘Unofficial’ sweet was unexpected and perceived as ‘just for them’. Strohmetz, D. B. B. et al (2002) Sweetening the till: the use of candy to increase restaurant tipping. Journal of Applied Social Psychology. Vol32. pp300-309. 4
  5. 5. Reciprocity Give away the incentive, then ask for something… Personal details File download Conversion rate = 80% Completion accuracy = 40% Conversion rate = 70% Completion accuracy = 90% Gamberini, L. et al (2007) Embedded persuasive strategies to obtain visitors’ data: comparing reward and reciprocity in an amateur, knowledge-based website. Berlin/Heidelberg, Springer. Personal details File download 5
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  7. 7. Persuasive design • Reciprocity • Commitment & consistency • Social proof • Authority • Liking • Scarcity • Paradox of choice 23 January 2017 7 @timfidgeon
  8. 8. Commitment & consistency Loyalty cards… • 8 empty = 19% redeemed • 2 stamps, 8 empty = 34% redeemed – Average time-to-redeem = quicker – Purchase-frequency increases near to goal Emphasise how much of task = already completed (by you, or them) Nunes, J. C. and Dreze, X. (2006) The endowed progress effect: how artificial advancement increases effort. Journal of Consumer Research. Vol.32. pp504-12. 8
  9. 9. Commitment & consistency 9
  10. 10. Commitment & consistency • Get a 10-minute ‘no strings’ appointment – Less commitment involved than a purchase • Start with a small order… – …even if it makes no profit, it creates the relationship Green, F. (1965) The “foot-in-the-door” technique. American Salesman, Vol10. pp14-16. 10
  11. 11. Commitment & consistency Help people change their mind • Especially important for older 1. Framing statement – “Your previous decision was correct, given the circumstances…” 2. Persuasion statement – “…but circumstances have changed” o Emphasise your product/service’s consistency with their pre- existing values/action Brown, S. L. T. Asher and Cialdini, R. B.(2005) Evidence of a positive relationship between age and preference for consistency. Journal of Research in Personality. Vol39. pp517-33. 11
  12. 12. Persuasive design • Reciprocity • Commitment & consistency • Social proof • Authority • Liking • Scarcity • Paradox of choice 23 January 2017 12 @timfidgeon
  13. 13. Social proof People staring up at a tall building…. • 1 researcher, 20% of pedestrians join in/look up • 5 researchers, 80% of pedestrians join in/look up Milgram et al (1969) http://psycnet.apa.org/index.cfm?fa=buy.optionToBuy&uid=1970-00589-001 13
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  15. 15. Authority • Researcher illegally crosses road dressed as… – Workman – Businessman • 3.5x people follow the business man http://www.actionablebooks.com/summaries/influence-the-psychology-of-persuasion/ 15
  16. 16. Authority TV reporter with uniform outside a bank, places a sign on cash machine: “Out of order – give deposits to guard on duty” 10/10 customers handed over their deposits. Only 1 showed any hesitation – In 2 hours, reporter gained access to over $10,000 in deposits and account balances 16
  17. 17. Authority Emphasise your… oCredentials oReviews oTestimonials 17
  18. 18. Persuasive design • Reciprocity • Commitment & consistency • Social proof • Authority • Liking • Scarcity • Paradox of choice 23 January 2017 18 @timfidgeon
  19. 19. Liking We’re more influenced by people like us: values, age, gender… Survey response rates: control = 30% • Similar name sender-to-recipient = 50% – Robert Greer / Bob Gregar – Cynthia Johnston / Cindy Johanson • Emphasise similarities between brand, staff & clients and potential customer – Case studies, testimonials… Garner, R. (2005) Post-It Note persuasion: a sticky influence. Journal of Consumer Psychology. Vol15. pp230-37. 19
  20. 20. Liking Survey response rates • Cover letter = 36% • Handwritten message on cover letter = 48% • Handwritten sticky note = 75% – Data quality = also higher Personal requests get better response Garner, R. (2005) 20
  21. 21. Liking www.nakedwines.com 21
  22. 22. Persuasive design • Reciprocity • Commitment & consistency • Social proof • Authority • Liking • Scarcity • Paradox of choice 23 January 2017 22 @timfidgeon
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  24. 24. Paradox of choice Customers = unhappy when differences between products are… • Too few/many • Unclear/confusing Guidelines… • Avoid too much choice (over-proliferation) • Differentiate/recommend products for customers – Most popular; Best value; Customer or usage-type; ‘Offer of the month’… http://en.wikipedia.org/wiki/The_Paradox_of_Choice:_Why_More_Is_Less 24
  25. 25. Paradox of choice Supermarket jam display • 6 flavours = 30% conversion rate • 24 flavours = 3% conversion rate http://www.businessinsider.com/too-many-choices-are-bad-for-business-2012-12 http://www.columbia.edu/~ss957/articles/Choice_is_Demotivating.pdf http://www.columbia.edu/~ss957/articles/How_Much_Choice_Is_Too_Much.pdf 25
  26. 26. Paradox of choice Differentiate/recommend products for customers… 26
  27. 27. Persuasive design • Reciprocity • Commitment & consistency • Social proof • Authority • Liking • Scarcity • Paradox of choice 23 January 2017 27 @timfidgeon

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