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21 November 2007Richard Sedley, cScape Customer Engagement Director
Key words:
conversion, marketing, persuasion, motivation, web2.0
customer engagement, credibility, cscape, e-consultancy
The role of persuasion in online conversion
E-consultancyOnline Marketing Masterclass: Conversion Keynote
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What’s the most powerful page
on your website?
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Utility
The conversion triangle
PersuasionUsability
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The goal of persuasion is to change someone’s attitudes or behaviour.
Make them comply with a request using an understanding of human psychology
What is persuasion?
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• Credibility
• Social proof
• Storytelling
• Timing
Overview
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Elaboration Likelihood Model
• High elaboration (central route)Requires great deal of thought to make a
decision
• Low elaboration (peripheral route)Requires little thought, reliant on decisional
heuristics
How we make our decisions
Petty & Cacioppo, 1981
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The need for decisional heuristics
500 milliseconds to
determine credibility
4 seconds to
determine usefulness
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• Presumed
• Surface
• Reputed
• Earned
Four types of credibility
Stanford University, Persuasive Technology Lab, 2003
=
=
=
=
General assumptions in the
mind of the perceiver
Simple inspection or initial first
hand experience
Third party endorsements,
reports or referrals
First hand experience that
extends over time
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The power of credibilityA B
Conversion rate = 2.69% Conversion rate = 3.03%
% change = 12.64%
Projected monthly gain = $30,582.30
Marketing E
xperiments Journal, F
eb 2007
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Social proof (consensus)
Experiment: Milgrim, Bikman and Birkowitz
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Good testimonials...
Why testimonials do (and don’t) work: Holly Buchanan, Future Now
Sean DeSouza: Pyschotactics
Marketing Experiments: Optimizing site design
• are focused. Talk about specific benefits or
personal situations• overcome objections. Target conversion
barriers• are contextual. Position where customer might
ask questions and need reassurance• are plentiful. Build a wall of satisfaction• are credible. Lead with skeptics and problems
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Copyright: Steve Double - www.double-whammy.com
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The first,
the last,
the best
and the rarest?
Make them feel proud?
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• When you are in a good mood
• When your world view no longer makes sense
• When you can take action immediately
• When you feel indebted because of a favour
• Immediately after you have made a mistake
• Immediately after you have denied a request
Persuasion windows
Stanford University, Persuasive Technology Lab, 2003
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What’s the most powerful page
on your website?
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Exploit a thank you?
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Persuasion is about aligning our needs and desires with the needs and desires of our customers - for mutual benefit
• Creation of persuasion pathways
• Right-touching through persuasion windows
• As part of engagement modeling
The value of persuasion
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Thanks for listening
• Richard Sedley: [email protected]
• cScape newsletter: www.cscape.com• Blog: www.loopstatic.com
• Grab me, say hello pick up a copy of 10 tips for online persuasion
1. Are you headlines failing?
2. Setting customer alarm clocks
3. Using your authority
4. More than just buttons
5. Avoiding trade-offs
6. Exploiting a thank you
7. Do you have social proof?
8. How credible are you?
9. Make them feel proud
10.The right picture says more