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Nudge to convert

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Using ideas from behavioral economics and paternalistic libertarianism to design choice architectures and "digital nudges": plus a case study from an internet startup selling SaaS.

Published in: Marketing
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Nudge to convert

  1. 1. Photo by ramseymohsen - Creative Commons Attribution-NonCommercial-ShareAlike License https://www.flickr.com/photos/7665931@N08   Created with Haiku Deck  
  2. 2. Photo by swisscan - Creative Commons Attribution-NonCommercial-ShareAlike License https://www.flickr.com/photos/7578081@N07   Created with Haiku Deck  
  3. 3. Photo by dan taylor - Creative Commons Attribution License https://www.flickr.com/photos/56783767@N00   Created with Haiku Deck  
  4. 4. Photo by launceston_lad - Creative Commons Attribution-NonCommercial License https://www.flickr.com/photos/61364433@N00   Created with Haiku Deck  
  5. 5. Photo by FutUndBeidl - Creative Commons Attribution License https://www.flickr.com/photos/61423903@N06   Created with Haiku Deck  
  6. 6. Photo by Orin Zebest - Creative Commons Attribution-NonCommercial-ShareAlike License https://www.flickr.com/photos/33917831@N00   Created with Haiku Deck  
  7. 7. Photo by Alexey Kljatov - Creative Commons Attribution-NonCommercial License https://www.flickr.com/photos/53601471@N08   Created with Haiku Deck  
  8. 8. Photo by okfn - Creative Commons Attribution License https://www.flickr.com/photos/50136062@N03   Created with Haiku Deck  
  9. 9. Photo by richard_north - Creative Commons Attribution License https://www.flickr.com/photos/64194289@N04   Created with Haiku Deck  
  10. 10. Photo by Sean MacEntee - Creative Commons Attribution License https://www.flickr.com/photos/18090920@N07   Created with Haiku Deck  
  11. 11. Photo by Ben (Falcifer) - Creative Commons Attribution-NonCommercial License https://www.flickr.com/photos/93839090@N00   Created with Haiku Deck  
  12. 12. Provider  of  technology  for  se2ng  up,  managing  and  streaming  live  internet  radio.  
  13. 13. Photo by Pink Sherbet Photography - Creative Commons Attribution License https://www.flickr.com/photos/40645538@N00   Created with Haiku Deck  
  14. 14. How  we  did  it:   •  Created  3  products  to  address  3  main  customer  groups  (see  above);   •  Placed  main  product  “Pro”  in  the  middle  and  made  it  larger;   •  Pricing  reflected  relaBve  benefits  of  Pro  as  the  best  value  for  money;   •  Addressed  potenBal  customers  in  a  personal  and  inBmate  way.  
  15. 15. How  we  did  it:   •  Created  landing  pages  to  help  customers  select  the  right  product   plan  for  their  needs  (see  above);   •  The  “nudge”  aimed  to  help  the  make  the  best  decision;   •  The  “nudge”  followed  a  structured  self-­‐guiding  quesBonnaire,   based  on  market  research.  
  16. 16. How  we  did  it:   •  By  following  the  simple  quesBonnaire  (see  above)    potenBal  customers   were  guided  to  the  product  plans;   •  We  aimed  to  match  incoming  potenBal  customer  with  the  best  plan,  by   “speaking  the  language”  of  the  customer.  
  17. 17. How  we  did  it   •  At  the  final  step,  a  suggesBon  was  given   (see  right);   •  With  clearly  defined  reasons;   •  And  opBons  to  seek  more  informaBon;   •  Or  redo  the  quesBonnaire.  
  18. 18. How  we  did  it   •  Created  event  on  Google  AnalyBcs  (see  above:  #helpmechoose)  to  track  customer   journey  and  conversions   •  A/B  tested  with  different  content   •  Followed  up  engagement  with  emails  and  surveys   •  Nudge  helped  growth  hack  the  engagement  part  of  the  funnel  (acquisiBon  -­‐>  signup)  
  19. 19. Photo by ecstaticist - Creative Commons Attribution-NonCommercial-ShareAlike License https://www.flickr.com/photos/41864721@N00   Created with Haiku Deck  
  20. 20. @zarkadakis   George  Zarkadakis,  PhD,  CEng   Digital  TransformaBon  Consultant.   For  more  info  visit:  www.felinequanta.com  

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