Persuasion Profiling Changing the Game of UX #DxFSF
1PersuasionAPI is a product created by Science Rockstars
New Rules of Online Marketing ! Less is More (Persuasion) !
Persuade individuals rather than a group #DxFSF 2PersuasionAPI is a
product created by Science Rockstars 2
Arjan Haring Co Founder ScienceRockstars creators of
PersuasionAPI Initiator of Design for Conversion (anno 2008) I am
pretty sure his name started with a D. #DxFSF 3PersuasionAPI is a
product created by Science Rockstars 3
Science Rockstars Science Rockstars was founded on the belief
that good science leads to great business. #DxFSF 4PersuasionAPI is
a product created by Science Rockstars 4
Persuasion The goal of persuasion is to change someone s
attitude or behavior. Its about HOW you ask something, not WHAT you
ask people to do.PersuasionAPI is a product created by Science
Rockstars #DxFSF 5 5
Does Persuasion work? Slide with thePlease reuse Please reuse
towell exampletowels. Most the towels. Most the people reused
people who their towel stayed in this during their room reused stay
their towel during their stayPersuasionAPI is a product created by
Science Rockstars #DxFSF 6 6
Meet Bob: 6 Weapons of Influence Authority Commitment &
Consistency Liking Reciprocity Scarcity Social Proof Bob Cialdini
#DxFSF 7PersuasionAPI is a product created by Science Rockstars
7
Respect my Authoritah! #DxFSF 8PersuasionAPI is a product
created by Science Rockstars 8
Commiting to a wish list, motivates commiting to a buy #DxFSF
9PersuasionAPI is a product created by Science Rockstars 9
Being sweet persuades #DxFSF 10PersuasionAPI is a product
created by Science Rockstars 10
Giving stuff away for free persuades #DxFSF 11PersuasionAPI is
a product created by Science Rockstars 11
Scarcity Persuades #DxFSF 12PersuasionAPI is a product created
by Science Rockstars 12
Reviews are a form of Social Proof #DxFSF 13PersuasionAPI is a
product created by Science Rockstars 13
Meet Bob: 6 Weapons of Influence Authority Commitment &
Consistency Liking Reciprocity Scarcity Social Proof Bob Cialdini
#DxFSF 14PersuasionAPI is a product created by Science Rockstars
14
Online Persuasion #DxFSF 15PersuasionAPI is a product created
by Science Rockstars 15
The Art of Persuasion #DxFSF 16PersuasionAPI is a product
created by Science Rockstars 16
Advanced Persuasion via Facebook - low cost of liking -
existing motivation - hot triggers Source: Robert Neal.com #DxFSF
17PersuasionAPI is a product created by Science Rockstars 17
Putting Persuasive Triggers in the Path of visitors
1.Commitment 2.Scarcity 3.Authority #DxFSF 18PersuasionAPI is a
product created by Science Rockstars 18
What you already should be doing Social proof Scarcity Social
proof Liking Consistency & Commitment Social proof Consistency
& Social proof Commitment Framing Scarcity Social proof
Scarcity Social proof #DxFSF 19 19PersuasionAPI is a product
created by Science Rockstars
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.PersuasionAPI is a product created by Science
Rockstars #DxFSF 20
People are different (duh!)PersuasionAPI is a product created
by Science Rockstars #DxFSF 21
Not everyone obeys the laws of social proof Slide with the
towell example #DxFSF 22PersuasionAPI is a product created by
Science Rockstars 22
There are people that question authority Slide with the towell
example #DxFSF 23PersuasionAPI is a product created by Science
Rockstars 23
People are consistently different #DxFSF 24PersuasionAPI is a
product created by Science Rockstars 24
Persuade individuals rather than a group PersuasionAPI is a
product created by Science Rockstars #DxFSF 25 25
Persuasion Profile: Normal Page: A1 (Scarcity): A2 (Authority):
A3 (Consensus): Effect A persuasion profile is a collection of the
estimates of the effect of persuasion principles for each
individual customer 26 26Beta Launch presentations Q2 2012
#DxFSF
We log the success Normal Page: A1 (Scarcity): A2 (Authority):
A3 (Consensus): Effect 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. 27Beta Launch presentations Q2 2012 #DxFSF 27
We improve our advice Normal Page: A1 (Scarcity): A2
(Authority): A3 (Consensus): Effect 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 28Beta Launch presentations Q2 2012 #DxFSF 28
Increasing chance of conversion for each customer individualy
Third page served: Normal: A1: A2: A3: Effect 29Beta Launch
presentations Q2 2012 #DxFSF 29
Paving the way for Multi-channel Persuasion Third contact:
Normal: A1: A2: A3: Effect 31Beta Launch presentations Q2 2012
#DxFSF 31
It really works #DxFSF 32PersuasionAPI is a product created by
Science Rockstars 32
It works on different levels #DxFSF 33PersuasionAPI is a
product created by Science Rockstars 33
Casestudy Philips Directlife: Slide with the towell exampleBeta
Launch presentations Q2 2012 #DxFSF 34
Philips Reminder Email Slide with$), Dear ($ firstname the
towell doing? We hope all is well. It is $#$ days since the last
How are you example 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 TeamBeta Launch presentations Q2 2012 #DxFSF 35
Scarcity Email Slide with the 1. We would like to remind you to
connect it to your PC soon towell example . . . . Today is a great
day to start so and stay in touch with 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 #DxFSF
36
Authority Email Slide with coaches recommend frequent uploads
of 1. Experienced the towell example will help you to gain more
insight your activity data. This 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
#DxFSF 37
Social Proof Email Slide with the connect their Activity
Monitor 1. People like you who towell example are more likely to
benefit from the frequently with their PC program and obtain a
healthy lifestyle! 2. 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 #DxFSF 38
Summarizing the results: Slide with the towell example Increase
in email click-through: (at the 5th reminder) >100% Increase in
e-commerce revenue: >25%PersuasionAPI is a product created by
Science Rockstars #DxFSF 39
Persuasion Profiling Now the game has changed, whats going to
be your play? @arjanharing @persuasionapi 40PersuasionAPI is a
product created by Science Rockstars 40
