keynote from sanoma 2017 get tomorrow conference

build engaging experiences with lessons from neuro research

boost conversions, leads, revenues. most of all, delight your customers

linkedin.com/in/sarahweise @weisesarah

sarah weise. get tomorrow.

@weisesarah #sanoma2017


The end goal is to help you craft a more human brand.

Here's a set of events unexplainable by common sense, and I promise you'll be able to solve the mystery at the end of [this lecture].

Robert Cialdini

“


Today, we will solve these mysteries…

alexa does not work 40% of the time, yet owners are in love

blog disclosures don’t hinder credibility – they boost it

product videos (even goofy ones) increase purchases by 64%


1. 2. 3.

The obligatory “who I am” slide… a few highlights from 15 years studying

persuasion & empathy

Studied empathy in negotiations with a former FBI hostage negotiator

Crafted online, mobile, and in-person experiences for 100+

brands (e-commerce, B2B, government, non-profit)

Volunteered for a year at a suicide hotline to study time-

sensitive connection and high-stakes persuasion

Applied UX and persuasion principles to service design to reimagine the omni-channel taxpayer experience in the US

yet the most challenging and mind-boggling study of persuasion has been…


95% decisions are unconscious


logic emotion

survival


Survival brain is downright selfish.

Can I eat it? Will it hurt me? Can I have sex with it?


emotion

survival

Your primary decision maker is oh-so emotional.


Mr. Logic justifies decisions more than

a politician.

logic


Emotions (not reason) drive online behavior.


The most persuasive websites or campaigns tap into all three

decision-making parts of our brain.


logic emotion

survival

social proof humanize

scarcity loss aversion

authority reasons


Social Proof 1 # reviewers star ratings mean girls badge


Social Proof 1 # likes, pins emojis likes review summaries


Social Proof 1 # people # people like me


Social Proof 1

The most persuasive asks involve our friends, people we know, or people we think will be like us.


Message TowelReuse Helpussaveenergy 16%

75%ofguestsatthishotelreusetowels 44%

75%ofguestsstayinginthisroomreusetowels 49%

Social Proof 1


Social Proof 1 show likes show friends


Authority 2 big names


Authority 2 your own badge


Authority 2 external badge


Authority 2 influencer endorsement


Authority 2 disclosures

ThisNEWresearchbyDeboraThompsonatGeorgetownUniversity


Scarcity 3 # remaining (small) # buying (big)


Scarcity 3 risk averse rationale

Pair scarcity tactics with a risk-averse reason for purchase.


Scarcity time-sensitive offer 3


Loss Aversion 4 start fully loaded


Loss Aversion 4


Loss Aversion 4 possible loss in copy The “your” connection


Reasons 5 add reason near CTA


Reasons 5 the word “because”


Reasons 5 video description

64% more buy after watching a video


Humanize 6

We are a species that cannot exist without human connections – and we connect through emotions.


Humanize 6

Mirror neurons enable us experience social emotions such as pride, guilt,

shame, embarrassment, lust, and love– simply by watching others.

Photo from Yayoi Kusama: Infinity Mirrors, Washington, DC


Humanize 6 anthropomorphism

NEWresearchbyBrilliantExperience(slidebyJohnWhalen)


Humanize 6

“Feels like she’s addressing me back. Feels Iike I’m interacting with a person.”

“It’s fun to banter back and forth.”

conversational cadence

NEWresearchbyBrilliantExperience


Humanize 6

1.  Conversational Cadence

2.  Context Relevance

3.  Emotional Response

NEWresearchbyBrilliantExperience


Humanize 6

Despite low accuracy of Zero UI systems (61% - 76%)… 70% believe people will trust it enough to replace some human relationships 57% would personally trust it that much 50% can see themselves loving it as much as a pet

StatsfromARMsurveyofnearly4,000measuringaJtudestowardAI


Building experiences that will connect with your customer matters.


logic emotion

survival

social proof humanize

scarcity loss aversion

authority reasons


because more intelligent experiences await. persuasive human go ahead. play mind games.


start with the slides: slideshare.net/weisesarah

power your persuasion. contact me for consulting services

want to talk with a human? of course you do! [email protected]

thank you, sanoma!

keynote from sanoma 2017 get tomorrow conference

Marketing