handout presentatie nationale vakdag dialogue and digital marketing (net marketing usability...

NetMarketingOnline Marketing vanuit psychologische invalshoekConversie, Usability, Persuasion, Emotion, Trust.

Oktober 2010

Ronald VerschuerenNetMarketing Usability Experts

- NetMarketing since 1997- Benelux company: Netherlands & Belgium- User Centric Design & Research- High-end customers: Top 500, pure players, BtC- User centric:

- Knowledge:- First usability research in early 90’s- Eye tracking since q1 2006

- Track record: results- Core: Independent user oriented website optimization

Enkele voorbeelden

Significant meer siteresultaat, hoe doe je dat?

Significant meer siteresultaat, hoe doe je dat?

Grondige aanpak vanuit te gebruiker. Meer dan:

Een usability onderzoek Analytics analyseren AB testing Clicktail en andere ‘leuke tooltjes’ voor de bühne…

2 Hoofdcategorieen succesfactoren

1. Behoeften2. Gedrag

Centrale vragen zijn dus…

1. Behoeften Marketing1. Wat zijn behoeften?2. Hoe speel ik hier op in?3. Hoe communiceer ik dit overtuigend (oa.

positionering, claims, evidence)?

2. Gedrag

400%? Grondig en integraal aanpakken

1. Behoeften Marketing2. Gedrag Psychologie, sociologie

Centrale vragen zijn dus…

1. Behoeften Marketing1. Wat zijn behoeften?2. Hoe speel ik hier op in?3. Hoe communiceer ik dit overtuigend (oa.

positionering, claims, evidence)?

2. Gedrag Psychologie, sociologie1. Wat is het gedrag? Hoe kom ik hier achter?2. Wat begrijpt men (…)?3. Verleiden en beinvloeden.

Middelen voor observatie

• Eye tracking• Registratie video, uitingen

…en in de nabij toekomst…

Geen 400%, wel interessant

1. Verzekeringen + 1mio in 5 maanden2. NTI: Review pagina

Case: NTIImprovement form page: 34,5% increase in conversion

• Conversieverbetering: 581%

Where to focus on

Brand values site (eg thrustworthy, open, sustainable, service focussed) Usability Persuasion Emotion Trust

But how?

Case: Essent Energy> 400% increase in conversion rate (still counting)

Case: Essent Energy> 400% increase in conversion rate (still counting)

- Competition scan- Analysis of target group behavior

“dive deep in user behavior” understand user paths

- e.g What do they understand, mental models and interactions- like and dislikes- perceptions- user process: eg. Short holidays, houses, energy, my-

environment.

Case: Essent Energy> 400% increase in conversion rate (still counting)

- Competition scan- Analysis of target group behaviour

The input for the design process is NOTintuition driven, but research based.

Case: Essent Energy> 400% increase in conversion rate (still counting)

- Competition scan- Analysis of target group behaviour- Translation strategy to web- Menu research- Blueprinting- UX test on click model

Persuasion TechnologyIs this just a trick, a loose technique?

,

• Cialdini’s 7: scarcity, authority, social proof, reciprocity, commitment and consistency, linking, contrast.

• What’s the balance between:– This and other PT techniques?– This techniques on several places in a website danger of overload

• Product and proposition should be ok in the 1st place.• Relation to user characteristics (e.g. easy/not easy to persuade)

profiling.

Persuasion Technology

From loose techniques and tricksto

A methodological approach

Design of persuasive websites

1. Understanding key issues behind persuasive systems.2. Analyzing the persuasion context (intent, event en strategy).3. 28 design principes (content, functionality)4. Categorisation of principles (primary task, dialogue, system

credibilitiy and social support).

Six weapons of mass persuasion - Cialdini

- 1. Reciprocity

- 2. Commitment and consistency

- 3. Social proof

- 4. Liking

- 5. Authority

- 6. Scarcity

- extra: Contrast

Persuasion Score Cardwalk through expert review basis

Ondersteunen primaire taak 62%

Dialoog ondersteuning 33%

Credibility 63%

Social support 34%

Strategy en toepassing 62%

Typical: more product and

price oriented.

Tunneling

What kind of energy user am I? 1Consitency

What kind of energy user am I? 4

Applying social proof

Social proof 1

Show how other people act and save money. People like you.

Social proof 2More effect when more relevant / close to user

‘So many’ people in your area also…Quotes/testimonials

Social proof is also:- FAQ in a certain direction.- Pictures of real people- Best choice

Tips

> 400% coversieverbetering verkijg je door integratie van: Usability Persuasion Emotion Trust

Focus op gebruikersbehoeften en gedrag. Verkrijg gegevens over gedrag van de doelgroep door observaties. Breng het proces van de gebruiker in kaart. Pas overtuigingstechnieken toe. Cialdini’s 7: scarcity, authority, social proof, reciprocity,

commitment and consistency, linking, contrast.

Ronald VerschuerenNetMarketing UX

Rotterdamrverschueren@netmarketing.nl

Dank voor uw aandacht!

@ronaldvschueren