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How to Create a Persuasive Customer

Journey

Thursday 28th May 2015 12.00 BST

Kath Pay, Marketing Director, cloud.IQ

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Tweeting?

#CIQSUMMIT

@kathpay

@cloudiqapps

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Questions?

We’ll be having a Q&A after Kath has finished presenting.

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Please click hereto watch now

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• 10+ years experience digital marketing B2B

and B2C in retail and travel

• Marketing Manager at cloud.IQ

• cloud.IQ – cart recovery and conversion

technology

• Increase revenue with our conversion tools

Your host – Lotty Cumming

Lotty Cumminglotty.cumming@cloud-iq.com@cloudiqapps

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• cloud.IQ Marketing Director

• International speaker and trainer for

Econsultancy and previously Institute of

Direct and Digital Marketing (IDM)

• 15+ years experience in email marketing

• Worked with and trained brands including

Paul Smith, M&S, Schuh and many more.

Your Presenter – Kath Pay

Kath Paykath.pay@cloud-iq.com@KathPay

What is Persuasion?

Persuasion attempts to win "the heart and mind" of the target. Thus persuasion must induce attitude change, which entails affective (emotion-based) change. Although persuasion is more difficult to induce, its effects last longer because the target actually accepts and internalizes the advocacy.

Working Psychology

“ Research shows that more than 90% of our decisions

are unconscious”

— Douglas van Praet - Unconscious Branding

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Sign Up/Register

EmailLanding

PageProduct

PageCheckout Abandoners

Our journey today

Sign up

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Reciprocity

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Cognitive Ease

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Cognitive Ease

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Cognitive Ease

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Reciprocity

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Loss Aversion

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Social Proof

7% uplift in CTR’s

Email

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Loss Aversion

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Cognitive Ease

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Social Proof

Loss Aversion

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Emotion

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Loss Aversion

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Scarcity

Emotion

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Scarcity

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Scarcity

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Anchoring

Landing Page

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Emotion

Increased conversions by 40.18%

Last 24 Hours of Spring Clearance - Save up to 60% with

final reductions! Don't miss out!Scarcity

31% increase in downloads

Unbounce

Hick’s Law

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Cognitive Ease

Solutions/Product Page

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Social Proof

2 x sales uplift

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Cognitive Ease

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Anchoring

“A general “law of least effort” applies to cognitive as well as

physical exertion. The law asserts that if there are several ways of

achieving the same goal, people will eventually gravitate to the

least demanding course of action. ……Laziness is built deep into our

nature”

— Douglas van Praet - Unconscious Branding

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Replaced Buy Now with Add to basket - 17% increase

Schuh

Cognitive Ease

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Von Restorff

Effect

Checkout Page

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Hick’s Law

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Get them in the door – halved their abandonment rate

Econsultancy

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Commitment Principle

Abandoners

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Cognitive Ease

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How to use this information

• Review your customer journey and identify what principle will best help you to achieve your/your customer’s objective

• These are only a few of the available persuasion principles that can be leveraged

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Q&A

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UP Next:

21 Brilliant Mico-conversion Copy Ideas

Thursday 28th May 2015 13.00 BST

Catherine Toole, Chairman, Sticky Content

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Thanks for attending!