Ping-pong and a Paradigm Shift in Marketing

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Changing the Game of Online Marketing

Persuasion Profiling

PersuasionAPI is a product created by Science Rockstars™

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Co Founder ScienceRockstars creators of PersuasionAPI

Initiator of Design for Conversion

Me

2 PersuasionAPI is a product created by Science Rockstars™

I am pretty sure

his name started

with a D.

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Science Rockstars was founded on the belief that good science leads to great business.

Science Rockstars

3 PersuasionAPI is a product created by Science Rockstars™

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Changing the Rules???

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New Rules of Online Marketing

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Less is More (Persuasion)

Persuade individuals rather

than a group

Learning beats testing

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The goal of persuasion is to change someone’s attitudes or behavior.

Persuasion

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• Slide with the towell example

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Does Persuasion work?

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“Please reuse

the towels. Most

people reused

their towel

during their

stay”

“Please reuse

the towels. Most

people who

stayed in this

room reused

their towel

during their

stay”

PersuasionAPI is a product created by Science Rockstars™

8 Beta Launch presentations Q2 2012

It’s only partly what you want people to do, it’s how you ask it!

It’s how you ask…

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• Authority

• Commitment & Consistency

• Liking

• Reciprocity

• Scarcity

• Social Proof

9 PersuasionAPI is a product created by Science Rockstars™

Meet Bob: 6 Weapons of Influence

Bob Cialdini

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Respect my Authoritah!

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Commiting to a wish list,

motivates commiting to a buy

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Being sweet persuades

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Giving stuff away

for free persuades

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Scarcity Persuades

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Reviews are a form

of Social Proof

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• Authority

• Commitment & Consistency

• Liking

• Reciprocity

• Scarcity

• Social Proof

16 PersuasionAPI is a product created by Science Rockstars™

Meet Bob: 6 Weapons of Influence

Bob Cialdini

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Online Persuasion

PersuasionAPI is a product created by Science Rockstars™ 17

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The Art of Persuasion

PersuasionAPI is a product created by Science Rockstars™ 18

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Advanced Persuasion

via Facebook

PersuasionAPI is a product created by Science Rockstars™ 19

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Putting Persuasive Triggers in

the Path of visitors

PersuasionAPI is a product created by Science Rockstars™ 20

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Scarcity

Social proof

Social proof

Consistency &

Commitment

Social proof Framing

Liking

Social proof

Scarcity

Scarcity

Social proof

Consistency &

Commitment

Social proof

What you already should be doing

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Less persuasion is

more persuasion

PersuasionAPI is a product created by Science Rockstars™

1. “100s of others have taken this study before.”

2. “Professor Ford recommends taking this study.”

3. “There are only 18 hours left to participate in this study.”

VS

1. “100s participated, & Professor Ford recommends it.

Only 18 hours left.”

2. “Prof. Ford recommends it, 100s participated, only 18 hours left.”

3. “Only 18 hours left, & Professor Ford recommends it.

100s took it.”

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PersuasionAPI is a product created by Science Rockstars™

People are different (duh!)

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Slide with the towell example

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Not everyone obeys

the laws of social proof

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Slide with the towell example

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There are people that

question authority

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People are consistently different

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Persuade individuals rather

than a group

PersuasionAPI is a product created by Science Rockstars™ 27

28 Beta Launch presentations Q2 2012

Persuasion Profile:

A persuasion profile is a collection of the

estimates of the effect of persuasion principles

for each individual customer

Normal Page:

A1 (Scarcity):

A2 (Authority):

A3 (Consensus):

Effect

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Normal Page:

A1 (Scarcity):

A2 (Authority):

A3 (Consensus):

Effect

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We log the success

• We can monitor the success of each page served to a user.

• We will keep updates of the average performance of your served

page variations, and of the performance for each client.

Normal Page:

A1 (Scarcity):

A2 (Authority):

A3 (Consensus):

Effect

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30 Beta Launch presentations Q2 2012

We improve our advice

• Based on the response of each visitor we will update our advice

for that user

• The new advice is a combination of the response of that visitor, as

well as that of other clients

Normal Page:

A1 (Scarcity):

A2 (Authority):

A3 (Consensus):

Effect

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Normal Page:

A1 (Scarcity):

A2 (Authority):

A3 (Consensus):

Effect

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User navigates, we improve

• And so on, for each individual customer...

• Real time analytics is most effective in predicting

behavior

Normal:

A1:

A2:

A3:

Effect

First page served:

Normal:

A1:

A2:

A3:

Effect

Second page served:

Normal:

A1:

A2:

A3:

Effect

Third page served:

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32 Beta Launch presentations Q2 2012

Increasing chance of conversion for each customer individualy

Normal:

A1:

A2:

A3:

Effect

Third page served:

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Wait… There’s more! Bridging optimalization and personalization

Normal:

A1:

A2:

A3:

Effect

Third contact:

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CRM

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Paving the way for Multi-channel Persuasion

Normal:

A1:

A2:

A3:

Effect

Third contact:

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Exploit vs. Explore

What if it’s the first visit?

How much learning do you need?

Learning beats testing

(any day)

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Make out like a Bandit

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Optimize conversion over time.

It will beat your A/B test…

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Optimize the choice of persuasion principles at the level of individual clients

And we will get better…

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Paradigm Shift

in Online Marketing

VS

Content Test Decide Content & Coninuous Optimization

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It really works…

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It works on different levels

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How can you be as successful as the others?

A Persuasion Profiling Case…

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• Slide with the towell example

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Casestudy Philips Directlife:

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• Slide with the towell example

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Philips Reminder Email

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Dear ($ firstname $),

How are you doing? We hope all is well. It is $#$ days since the last

time you connected your Activity Monitor.

[ $ Message $ ]

We would like to remind you to connect it to your PC soon and stay in

touch with Philips DirectLife

Sincerely,

The DirectLife Team

• Slide with the towell example

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Scarcity Email

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1. We would like to remind you to connect it to your PC soon

and stay in touch with . . . . Today is a great day to start so

make sure you do not miss out on your participation in . . . !

2. Any chance to connect your Activity Monitor is a chance to

learn about your own activities. Take the opportunity to

learn about your activities right now.

PersuasionAPI is a product created by Science Rockstars™

• Slide with the towell example

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Authority Email

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1. Experienced coaches recommend frequent uploads of

your activity data. This will help you to gain more insight

and be more active!

2. Activity experts recommend moderate to high activity on

a daily basis and connecting to the . . . platform will help

you to reach this target!

PersuasionAPI is a product created by Science Rockstars™

• Slide with the towell example

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Social Proof Email

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1. People like you who connect their Activity Monitor

frequently with their PC are more likely to benefit from the

program and obtain a healthy lifestyle!

2. 6. Thousands of people are participating actively in the

program and they stay connected at least once a week.

Join the group!

PersuasionAPI is a product created by Science Rockstars™

• Slide with the towell example

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Cialdini on Steriods

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PersuasionAPI is a product created by Science Rockstars™

• Slide with the towell example

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Summarizing the results:

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Increase in email click-through: >100% (at the 5th reminder)

Increase in e-commerce revenue: >25%

PersuasionAPI is a product created by Science Rockstars™

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Persuasion Profiling

Are you ready to Beta?

PersuasionAPI is a product created by Science Rockstars™ 50

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@arjanharing

@persuasionapi

Now the game has changed,

what’s going to be your play?

Persuasion Profiling

PersuasionAPI is a product created by Science Rockstars™ 51