persuasion design - a framework for behavior management & conversion rate optimization
TRANSCRIPT
![Page 1: Persuasion Design - A Framework for Behavior Management & Conversion Rate Optimization](https://reader037.vdocuments.site/reader037/viewer/2022110123/55b6d803bb61eb270f8b4777/html5/thumbnails/1.jpg)
Persuasion DesignA Framework for Behavior Management & Conversion Rate Optimization
Sverre Bech-Sjøthun
![Page 2: Persuasion Design - A Framework for Behavior Management & Conversion Rate Optimization](https://reader037.vdocuments.site/reader037/viewer/2022110123/55b6d803bb61eb270f8b4777/html5/thumbnails/2.jpg)
«Everybody knows»That a website ought to meet
user & business goals
![Page 3: Persuasion Design - A Framework for Behavior Management & Conversion Rate Optimization](https://reader037.vdocuments.site/reader037/viewer/2022110123/55b6d803bb61eb270f8b4777/html5/thumbnails/3.jpg)
«Everybody knows»That better usability =
Higher goal achievement
![Page 4: Persuasion Design - A Framework for Behavior Management & Conversion Rate Optimization](https://reader037.vdocuments.site/reader037/viewer/2022110123/55b6d803bb61eb270f8b4777/html5/thumbnails/4.jpg)
The percentage of visitors performing a valuable action is your conversion rate
![Page 5: Persuasion Design - A Framework for Behavior Management & Conversion Rate Optimization](https://reader037.vdocuments.site/reader037/viewer/2022110123/55b6d803bb61eb270f8b4777/html5/thumbnails/5.jpg)
90%
3% 7%
Definitely yes
Definitely maybe
Definitely NO
Sales
Potential
![Page 6: Persuasion Design - A Framework for Behavior Management & Conversion Rate Optimization](https://reader037.vdocuments.site/reader037/viewer/2022110123/55b6d803bb61eb270f8b4777/html5/thumbnails/6.jpg)
There’s much morethan just usability that’s crucial
for success…
![Page 7: Persuasion Design - A Framework for Behavior Management & Conversion Rate Optimization](https://reader037.vdocuments.site/reader037/viewer/2022110123/55b6d803bb61eb270f8b4777/html5/thumbnails/7.jpg)
Online
Revenue = • Visitors are mainly influenced by marketing, PR and customer loyalty
• Conversion rate and Average sale is mainly influenced by: Motivation to do desired action Ability to do the desired action Trigger to do the desired action
Visitors X Conversion Rate X Average sale
![Page 8: Persuasion Design - A Framework for Behavior Management & Conversion Rate Optimization](https://reader037.vdocuments.site/reader037/viewer/2022110123/55b6d803bb61eb270f8b4777/html5/thumbnails/8.jpg)
Persuasion DesignA Framework for Behavior Management & Conversion Rate Optimization
By: Sverre Bech-Sjøthun
A step-by-Step guide
Full blog post on: http://visualwebsiteoptimizer.com/split-testing-blog/conversion-rate-optimization-framework/
![Page 9: Persuasion Design - A Framework for Behavior Management & Conversion Rate Optimization](https://reader037.vdocuments.site/reader037/viewer/2022110123/55b6d803bb61eb270f8b4777/html5/thumbnails/9.jpg)
The challenge with standard split testing…
A
B
Winner
All website users:
![Page 10: Persuasion Design - A Framework for Behavior Management & Conversion Rate Optimization](https://reader037.vdocuments.site/reader037/viewer/2022110123/55b6d803bb61eb270f8b4777/html5/thumbnails/10.jpg)
Split testing problem:
One size fits all?
![Page 11: Persuasion Design - A Framework for Behavior Management & Conversion Rate Optimization](https://reader037.vdocuments.site/reader037/viewer/2022110123/55b6d803bb61eb270f8b4777/html5/thumbnails/11.jpg)
Persuasion is like cooking a curry
Same ingredients, very different dose.(I like my curries so hot I get a nose bleed…)
![Page 12: Persuasion Design - A Framework for Behavior Management & Conversion Rate Optimization](https://reader037.vdocuments.site/reader037/viewer/2022110123/55b6d803bb61eb270f8b4777/html5/thumbnails/12.jpg)
The average psychological profile
![Page 13: Persuasion Design - A Framework for Behavior Management & Conversion Rate Optimization](https://reader037.vdocuments.site/reader037/viewer/2022110123/55b6d803bb61eb270f8b4777/html5/thumbnails/13.jpg)
Every single user is slightly different:
![Page 14: Persuasion Design - A Framework for Behavior Management & Conversion Rate Optimization](https://reader037.vdocuments.site/reader037/viewer/2022110123/55b6d803bb61eb270f8b4777/html5/thumbnails/14.jpg)
Segmentation is key to success
![Page 15: Persuasion Design - A Framework for Behavior Management & Conversion Rate Optimization](https://reader037.vdocuments.site/reader037/viewer/2022110123/55b6d803bb61eb270f8b4777/html5/thumbnails/15.jpg)
First
IdentifyTarget Behavior• User objectives
• Business objectives
• Macro conversions
• Micro conversions
![Page 16: Persuasion Design - A Framework for Behavior Management & Conversion Rate Optimization](https://reader037.vdocuments.site/reader037/viewer/2022110123/55b6d803bb61eb270f8b4777/html5/thumbnails/16.jpg)
Then
AnalyzeUser Behavior
QualitativeHow they think
QuantitativeWhat they do
• Surveys
• Personas
• User testing
• Etc.
• Verify / tag data
• Web analytics
• Data mining
• Etc.
![Page 17: Persuasion Design - A Framework for Behavior Management & Conversion Rate Optimization](https://reader037.vdocuments.site/reader037/viewer/2022110123/55b6d803bb61eb270f8b4777/html5/thumbnails/17.jpg)
Use the
Behaviormodel
![Page 18: Persuasion Design - A Framework for Behavior Management & Conversion Rate Optimization](https://reader037.vdocuments.site/reader037/viewer/2022110123/55b6d803bb61eb270f8b4777/html5/thumbnails/18.jpg)
UX,
Ability &Self Efficacy
• Great UX make the system easy to use, thus increasing your ability to perform the task
• Great UX also make the system seem easy to use.
• When something seems easy to do, it increases your self-efficacy
• Self-efficacy is your belief in your ability to succeed (in performing the task).
• The more you believe in your ability, the higher motivation to complete the task.
![Page 19: Persuasion Design - A Framework for Behavior Management & Conversion Rate Optimization](https://reader037.vdocuments.site/reader037/viewer/2022110123/55b6d803bb61eb270f8b4777/html5/thumbnails/19.jpg)
Feeling (de)motivated yet?
Try it for real on:http://www.drelvt.min-edu.pt/ccorrente/entnomespublico.asp
…or better yet:http://dl.dropboxusercontent.com/u/25059665/CustomerForm.html
![Page 20: Persuasion Design - A Framework for Behavior Management & Conversion Rate Optimization](https://reader037.vdocuments.site/reader037/viewer/2022110123/55b6d803bb61eb270f8b4777/html5/thumbnails/20.jpg)
Use the
Behaviormodel
![Page 21: Persuasion Design - A Framework for Behavior Management & Conversion Rate Optimization](https://reader037.vdocuments.site/reader037/viewer/2022110123/55b6d803bb61eb270f8b4777/html5/thumbnails/21.jpg)
Identify
Test Candidates
![Page 22: Persuasion Design - A Framework for Behavior Management & Conversion Rate Optimization](https://reader037.vdocuments.site/reader037/viewer/2022110123/55b6d803bb61eb270f8b4777/html5/thumbnails/22.jpg)
Perform
Monetization ModelingPut a price on each page
![Page 23: Persuasion Design - A Framework for Behavior Management & Conversion Rate Optimization](https://reader037.vdocuments.site/reader037/viewer/2022110123/55b6d803bb61eb270f8b4777/html5/thumbnails/23.jpg)
![Page 24: Persuasion Design - A Framework for Behavior Management & Conversion Rate Optimization](https://reader037.vdocuments.site/reader037/viewer/2022110123/55b6d803bb61eb270f8b4777/html5/thumbnails/24.jpg)
Identify
Test FinalistsMost valuable pages
![Page 25: Persuasion Design - A Framework for Behavior Management & Conversion Rate Optimization](https://reader037.vdocuments.site/reader037/viewer/2022110123/55b6d803bb61eb270f8b4777/html5/thumbnails/25.jpg)
Form and write down yourhypothesis
![Page 26: Persuasion Design - A Framework for Behavior Management & Conversion Rate Optimization](https://reader037.vdocuments.site/reader037/viewer/2022110123/55b6d803bb61eb270f8b4777/html5/thumbnails/26.jpg)
Form
Hypothesis
• Test name• Test number: X - Date: X july, 201X• Hypothesis• Psycological trigger:• Solution:• Result:• What we learned/further tweaking:
![Page 27: Persuasion Design - A Framework for Behavior Management & Conversion Rate Optimization](https://reader037.vdocuments.site/reader037/viewer/2022110123/55b6d803bb61eb270f8b4777/html5/thumbnails/27.jpg)
Form
Hypothesis
![Page 28: Persuasion Design - A Framework for Behavior Management & Conversion Rate Optimization](https://reader037.vdocuments.site/reader037/viewer/2022110123/55b6d803bb61eb270f8b4777/html5/thumbnails/28.jpg)
Create
Tests
Persuasion psychology
Improve UX
and/or
![Page 29: Persuasion Design - A Framework for Behavior Management & Conversion Rate Optimization](https://reader037.vdocuments.site/reader037/viewer/2022110123/55b6d803bb61eb270f8b4777/html5/thumbnails/29.jpg)
3… 2… 1…
Launch Test!
![Page 30: Persuasion Design - A Framework for Behavior Management & Conversion Rate Optimization](https://reader037.vdocuments.site/reader037/viewer/2022110123/55b6d803bb61eb270f8b4777/html5/thumbnails/30.jpg)
Identify
WinningCombinations
![Page 31: Persuasion Design - A Framework for Behavior Management & Conversion Rate Optimization](https://reader037.vdocuments.site/reader037/viewer/2022110123/55b6d803bb61eb270f8b4777/html5/thumbnails/31.jpg)
Concept by Sverre Bech-Sjøthun
Design by Remi Evjenth Løvik
![Page 32: Persuasion Design - A Framework for Behavior Management & Conversion Rate Optimization](https://reader037.vdocuments.site/reader037/viewer/2022110123/55b6d803bb61eb270f8b4777/html5/thumbnails/32.jpg)
Fundamentalto persuasion psychology is the
following:
![Page 33: Persuasion Design - A Framework for Behavior Management & Conversion Rate Optimization](https://reader037.vdocuments.site/reader037/viewer/2022110123/55b6d803bb61eb270f8b4777/html5/thumbnails/33.jpg)
![Page 34: Persuasion Design - A Framework for Behavior Management & Conversion Rate Optimization](https://reader037.vdocuments.site/reader037/viewer/2022110123/55b6d803bb61eb270f8b4777/html5/thumbnails/34.jpg)
The
Habit loop
- Charles Duhigg
![Page 35: Persuasion Design - A Framework for Behavior Management & Conversion Rate Optimization](https://reader037.vdocuments.site/reader037/viewer/2022110123/55b6d803bb61eb270f8b4777/html5/thumbnails/35.jpg)
![Page 36: Persuasion Design - A Framework for Behavior Management & Conversion Rate Optimization](https://reader037.vdocuments.site/reader037/viewer/2022110123/55b6d803bb61eb270f8b4777/html5/thumbnails/36.jpg)
Cognitive Ease
The interplay between UX and Persuasion Psychology
![Page 37: Persuasion Design - A Framework for Behavior Management & Conversion Rate Optimization](https://reader037.vdocuments.site/reader037/viewer/2022110123/55b6d803bb61eb270f8b4777/html5/thumbnails/37.jpg)
The two
«Systems »
• System 1 operates automatically and quickly, with little or no effort and no sense of voluntary control. “The emotional brain”
• System 2 allocates attention to complex computations. The operations of System 2 are often associated with the subjective experience of agency, choice and concentration. “The rational brain”
- Daniel Kahneman
![Page 38: Persuasion Design - A Framework for Behavior Management & Conversion Rate Optimization](https://reader037.vdocuments.site/reader037/viewer/2022110123/55b6d803bb61eb270f8b4777/html5/thumbnails/38.jpg)
Great UX:
When you are in a state of cognitive ease, you are probably in a good mood, you like what you see, believe what you hear, trust your intuitions and feel that the situation is comfortably familiar.
Poor UX:
When you feel strained, you are more likely to be vigilant and suspicious: you invest more effort in what you are doing, feel less comfortable, and make fewer errors, but you also are less intuitive and less creative than usual.
![Page 39: Persuasion Design - A Framework for Behavior Management & Conversion Rate Optimization](https://reader037.vdocuments.site/reader037/viewer/2022110123/55b6d803bb61eb270f8b4777/html5/thumbnails/39.jpg)
Great UX = Cognitive Ease
…and allows your lazy System 2 to chill, leaving the decision making to System 1
![Page 40: Persuasion Design - A Framework for Behavior Management & Conversion Rate Optimization](https://reader037.vdocuments.site/reader037/viewer/2022110123/55b6d803bb61eb270f8b4777/html5/thumbnails/40.jpg)
System 1detected
![Page 41: Persuasion Design - A Framework for Behavior Management & Conversion Rate Optimization](https://reader037.vdocuments.site/reader037/viewer/2022110123/55b6d803bb61eb270f8b4777/html5/thumbnails/41.jpg)
How we make our
Decicions
• We all see ourselves as rational beings• But we use our emotions to make the decision• Then justify with logic:
Emotional
• This is called rationalization• Reach the heart first, before fact are presented• Persuade the customers to make an emotional decision, and they will
automatically rationalize, thus cementing the decision. The sale is yours.
Rational
![Page 42: Persuasion Design - A Framework for Behavior Management & Conversion Rate Optimization](https://reader037.vdocuments.site/reader037/viewer/2022110123/55b6d803bb61eb270f8b4777/html5/thumbnails/42.jpg)
Cialdini’s 6 Principles of Persuasion
![Page 43: Persuasion Design - A Framework for Behavior Management & Conversion Rate Optimization](https://reader037.vdocuments.site/reader037/viewer/2022110123/55b6d803bb61eb270f8b4777/html5/thumbnails/43.jpg)
Reciprocity
• If you give me something, and I owe you• Do me a favor, and I owe you• “Free” sample or “Free” trial
• We are obligated to give• We are obligated to receive• We are obligated to reciprocate
![Page 44: Persuasion Design - A Framework for Behavior Management & Conversion Rate Optimization](https://reader037.vdocuments.site/reader037/viewer/2022110123/55b6d803bb61eb270f8b4777/html5/thumbnails/44.jpg)
Commitment/Consistency
• Reliability is a highly valued personal trait in society• Say “A” and you must say “B”• If you agree to something, then you are obliged to keep your promise• Ask for a small favor first – it’ll be easier to ask for more later
• Multiple step conversion process – like a whishlist• Contest: “Why do you LOVE [yourcompany]?” via Facebook Comment
• Written down + made public = commitment.• Bonus: glowing testimonials that you can use as social proof
• Net Promoter Score:
“On a scale from 0-10, how likely are you to recommend us to a friend or
colleague?”• Gives you a customer loyalty score – but people answering 8-10 are
obliged to act accordingly…
![Page 45: Persuasion Design - A Framework for Behavior Management & Conversion Rate Optimization](https://reader037.vdocuments.site/reader037/viewer/2022110123/55b6d803bb61eb270f8b4777/html5/thumbnails/45.jpg)
Scarcity
• Only 3 left• Time limited offer• Only 8 items per customer• Exclusive/confidential/secret information• Deprivation of liberty, limited options
• Concorde discontinued in 2003 – ticket sales boomed• Sætre’s “Alphabet bisquits” drawn in 2001 due to low sales, relaunched
in 2007 due to petitions and massive demand
![Page 46: Persuasion Design - A Framework for Behavior Management & Conversion Rate Optimization](https://reader037.vdocuments.site/reader037/viewer/2022110123/55b6d803bb61eb270f8b4777/html5/thumbnails/46.jpg)
Scarcity
Scarcity/exclusive information
Instant gratification
The power of FREE [link]
![Page 47: Persuasion Design - A Framework for Behavior Management & Conversion Rate Optimization](https://reader037.vdocuments.site/reader037/viewer/2022110123/55b6d803bb61eb270f8b4777/html5/thumbnails/47.jpg)
Bonus:
Scarcity(depreivation of liberty)
![Page 48: Persuasion Design - A Framework for Behavior Management & Conversion Rate Optimization](https://reader037.vdocuments.site/reader037/viewer/2022110123/55b6d803bb61eb270f8b4777/html5/thumbnails/48.jpg)
Bonus:
Scarcity(depreivation of liberty)
A/B test:Change header & CTA
140% increase
![Page 49: Persuasion Design - A Framework for Behavior Management & Conversion Rate Optimization](https://reader037.vdocuments.site/reader037/viewer/2022110123/55b6d803bb61eb270f8b4777/html5/thumbnails/49.jpg)
Bonus:
Scarcity(depreivation of liberty)
A/B test:400% increase
Vs.
Winner!
![Page 50: Persuasion Design - A Framework for Behavior Management & Conversion Rate Optimization](https://reader037.vdocuments.site/reader037/viewer/2022110123/55b6d803bb61eb270f8b4777/html5/thumbnails/50.jpg)
Authority
![Page 51: Persuasion Design - A Framework for Behavior Management & Conversion Rate Optimization](https://reader037.vdocuments.site/reader037/viewer/2022110123/55b6d803bb61eb270f8b4777/html5/thumbnails/51.jpg)
Authority
Trust me – I’m a photo of a guy with a lab coat…
![Page 52: Persuasion Design - A Framework for Behavior Management & Conversion Rate Optimization](https://reader037.vdocuments.site/reader037/viewer/2022110123/55b6d803bb61eb270f8b4777/html5/thumbnails/52.jpg)
Liking• Visually or other ways attractive, sympathetic or pleasing.• It’s hard to say no to a friend
• Send to a friend – “gift card to yourself and your friends”• Compliments• We are like you, we understand you – behavior mirroring• “Good cop – Bad cop”-routine
![Page 53: Persuasion Design - A Framework for Behavior Management & Conversion Rate Optimization](https://reader037.vdocuments.site/reader037/viewer/2022110123/55b6d803bb61eb270f8b4777/html5/thumbnails/53.jpg)
Social proof
• When lots of people are doing it, it must be the right thing to do• Acting like sheep
• Social proof is particularly effective when you are uncertain• New brands may see a dramatic effect from social proof
• What does others say about you? Prove it!• Testimonials• Endorsements• Expert opinions• Diplomas, awards and nominations• Security Certificates
![Page 54: Persuasion Design - A Framework for Behavior Management & Conversion Rate Optimization](https://reader037.vdocuments.site/reader037/viewer/2022110123/55b6d803bb61eb270f8b4777/html5/thumbnails/54.jpg)
Social proof VS.
![Page 55: Persuasion Design - A Framework for Behavior Management & Conversion Rate Optimization](https://reader037.vdocuments.site/reader037/viewer/2022110123/55b6d803bb61eb270f8b4777/html5/thumbnails/55.jpg)
Social proof& scarcity
Full on scarcity
Social proofSocial proof of the scarcity
![Page 56: Persuasion Design - A Framework for Behavior Management & Conversion Rate Optimization](https://reader037.vdocuments.site/reader037/viewer/2022110123/55b6d803bb61eb270f8b4777/html5/thumbnails/56.jpg)
Social proof
![Page 57: Persuasion Design - A Framework for Behavior Management & Conversion Rate Optimization](https://reader037.vdocuments.site/reader037/viewer/2022110123/55b6d803bb61eb270f8b4777/html5/thumbnails/57.jpg)
Ratings and testimonials builds trust.But in the absence of risk, trust is
redundant.
(trust-building elements could even introduce a sense of risk, and produce the opposite effect.)
![Page 58: Persuasion Design - A Framework for Behavior Management & Conversion Rate Optimization](https://reader037.vdocuments.site/reader037/viewer/2022110123/55b6d803bb61eb270f8b4777/html5/thumbnails/58.jpg)
Social proof
![Page 59: Persuasion Design - A Framework for Behavior Management & Conversion Rate Optimization](https://reader037.vdocuments.site/reader037/viewer/2022110123/55b6d803bb61eb270f8b4777/html5/thumbnails/59.jpg)
Bonus:
TimePerspective
![Page 60: Persuasion Design - A Framework for Behavior Management & Conversion Rate Optimization](https://reader037.vdocuments.site/reader037/viewer/2022110123/55b6d803bb61eb270f8b4777/html5/thumbnails/60.jpg)
Bonus:
Contrast
![Page 61: Persuasion Design - A Framework for Behavior Management & Conversion Rate Optimization](https://reader037.vdocuments.site/reader037/viewer/2022110123/55b6d803bb61eb270f8b4777/html5/thumbnails/61.jpg)
Bonus:
Contrast
![Page 62: Persuasion Design - A Framework for Behavior Management & Conversion Rate Optimization](https://reader037.vdocuments.site/reader037/viewer/2022110123/55b6d803bb61eb270f8b4777/html5/thumbnails/62.jpg)
Bonus:
Contrast VS.
![Page 63: Persuasion Design - A Framework for Behavior Management & Conversion Rate Optimization](https://reader037.vdocuments.site/reader037/viewer/2022110123/55b6d803bb61eb270f8b4777/html5/thumbnails/63.jpg)
The Contrast Principle works on all 5 senses, as
well as cognitively.
![Page 64: Persuasion Design - A Framework for Behavior Management & Conversion Rate Optimization](https://reader037.vdocuments.site/reader037/viewer/2022110123/55b6d803bb61eb270f8b4777/html5/thumbnails/64.jpg)
Want to sell the 10 000,- bike?
Show them the 45 000,- bike first…
![Page 65: Persuasion Design - A Framework for Behavior Management & Conversion Rate Optimization](https://reader037.vdocuments.site/reader037/viewer/2022110123/55b6d803bb61eb270f8b4777/html5/thumbnails/65.jpg)
Bonus:
Contrast
![Page 66: Persuasion Design - A Framework for Behavior Management & Conversion Rate Optimization](https://reader037.vdocuments.site/reader037/viewer/2022110123/55b6d803bb61eb270f8b4777/html5/thumbnails/66.jpg)
Bonus:
Decoy effect
![Page 67: Persuasion Design - A Framework for Behavior Management & Conversion Rate Optimization](https://reader037.vdocuments.site/reader037/viewer/2022110123/55b6d803bb61eb270f8b4777/html5/thumbnails/67.jpg)
Bonus:
Decoy effect
![Page 68: Persuasion Design - A Framework for Behavior Management & Conversion Rate Optimization](https://reader037.vdocuments.site/reader037/viewer/2022110123/55b6d803bb61eb270f8b4777/html5/thumbnails/68.jpg)
Nothing is cheap or expensive by itself,But compared to something.
(As such, anchoring the inexpensive first will have the opposite effect.)
![Page 69: Persuasion Design - A Framework for Behavior Management & Conversion Rate Optimization](https://reader037.vdocuments.site/reader037/viewer/2022110123/55b6d803bb61eb270f8b4777/html5/thumbnails/69.jpg)
We’re allPredictably Irrational…
![Page 70: Persuasion Design - A Framework for Behavior Management & Conversion Rate Optimization](https://reader037.vdocuments.site/reader037/viewer/2022110123/55b6d803bb61eb270f8b4777/html5/thumbnails/70.jpg)
A little bit of
Litterature
Social psychology:1. Robert Cialdini: "Influence - Science and practice" 5th edition, 20082. Nir Eyal: “Hooked – How to build habit-forming products”3. Philip Zimbardo: “The Time Paradox” 4. Carol Tavris, Elliot Aronson: “Mistakes Were Made (But Not by Me)”5. David J. Linden: “The Compass of Pleasure” 6. David DiSalvo: “What Makes Your Brain Happy and Why You Should Do the Opposite” 7. Elliot Aronson: “The Social Animal”8. Charles Duhigg: “The Power of Habit – why we do what we do in life and business”9. Daniel Kahneman: ”Thinking, Fast and Slow”10.Dan Ariely: “Predictably Irrational”
UX:11. Gerry McGovern: “The strangers long neck”12.Steve Krug: “Rocket surgery made easy”
Web analytics:13.Avinash Kaushik, Web analytics 2.014.Brian Clifton: “Advanced Web Metrics with Google Analytics”