Changing the game of fundraising.ppt

Changing the Game of Fundraising

Persuasion Profiling

PersuasionAPI is a product created by Science Rockstars™

Co Founder ScienceRockstarscreators of PersuasionAPI

Initiator of Design for Conversion

2PersuasionAPI is a product created by Science Rockstars™

I am pretty surehis name started

with a D.

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

Science Rockstars

Changing the Rules???

New Rules of Online Marketing

Less is More (Persuasion) Persuade individuals rather than a group

Learning beats testing

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

Persuasion

• Slide with the towell example

Does Persuasion work?

“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”

8Beta 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…

• Authority• Commitment & Consistency• Liking• Reciprocity• Scarcity• Social Proof

Meet Bob: 6 Weapons of Influence

Bob Cialdini

Respect my Authoritah!

Commiting to a wish list, motivates commiting to a buy

Being sweet persuades

Giving stuff away for free persuades

Scarcity Persuades

Reviews are a form of Social Proof

• Authority• Commitment & Consistency• Liking• Reciprocity• Scarcity• Social Proof

Meet Bob: 6 Weapons of Influence

Bob Cialdini

If Amazon does it…

PersuasionAPI is a product created by Science Rockstars™ 17

The Art of Persuasion

Side step: Advanced Persuasion via Facebook

- low cost of liking- existing motivation- hot triggers

Source: Robert Neal.com

Putting Persuasive Triggers in the Path of visitors

1.Commitment2.Scarcity3.Authority

Scarcity

Social proof

Consistency & Commitment

Social proofFraming

Liking

Social proof

Scarcity

Social proof

Consistency & Commitment

Social proof

What you already should be doing

Less persuasion is more persuasion

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.”

People are different (duh!)

Slide with the towell

example

Not everyone obeys the laws of social proof

Slide with the towell

example

There are people thatquestion authority

People are consistently different

Persuade individuals rather

than a group

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

Beta Launch presentations Q2 2012

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.

Effect

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

Effect

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:

Increasing chance of conversion for each customer

individualy

Normal:A1:A2:A3:

Effect

Third page served:

Wait… There’s more! Bridging optimalization and

personalization

Normal:A1:A2:A3:

Effect

Third contact:

Paving the way for Multi-channel Persuasion

Normal:A1:A2:A3:

Effect

Third contact:

Exploit vs. ExploreWhat if it’s the first visit?

How much learning do you need?

Learning beats testing(any day)

Make out like a Bandit

Optimize conversion over time.

It will beat your A/B test…

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

And we will get better…

Paradigm Shift in Online Marketing

VSContent Test Decide Content & Continuous Optimization

It really works…

It works on different levels

How can you be as successful as the others?

A Persuasion Profiling Case…

Casestudy Philips Directlife:

Philips Reminder Email

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 DirectLifeSincerely,

The DirectLife Team

Scarcity Email

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.

Authority Email

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!

Social Proof Email

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!

Summarizing the results:

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

Persuasion ProfilingAre you ready to Beta?

@arjanharing@persuasionapi

Now the game has changed, what’s going to be your play?

Persuasion Profiling

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