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1. A bit of theory
2. Enable them to buy
Persuasion
3. Persuade them to buy
How to make them buy online..
Vrije wil = illusie Hersenen = impulsief Ratio = coping Online marketing = manipulatie
En het wordt alleen maar erger…
Pleasure
Pain
5 million years ago
We invented ʻverbalʼ
400.000 years ago
26/60
theory © http://onlinedialogue.com
icons © http://dryicons.com
Companygoals Customergoals€€€
Company
BehaviorBehavior
Prospect/client
The online dialogue
SocialenvironmentCompe9tors Media
How to persuade them to buy online?
9
2. Enable them to buy
Persuasion How to make them buy online..
Enable them to buy
11
http://www.youtube.com/watch?v=ZzR6ara8NTU
Enable them to buy
Accessibility conventions: 1. Claim misspelled urls 2. Do not use introʼs / splash pages 3. Be sure your website supports at least 95% of the browsers used
by your visitors
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Enable them to buy
Design conventions: 4. Be sure online and offline are ʻin lineʼ 5. Only use ʻweb colorsʼ 6. Use a light background and dark text
(sans-serif) 7. Remember color blindness
Enable them to buy
Homepage conventions: Make sure a user knows what to do within a few seconds!
8. Offer a clear pay off on your homepage 9. Offer a clear insight in the depth and width of your propositions
(products, services, target groups) 10. Make sure the main navigation has a high attention value 11. Offer direct access to the most important content or functionality
(killer content / functionalities)
Enable them to buy
Interaction conventions: 12. Do not use more than 7 main navigation items 13. Do not use multilevel breakout menus 14. Use overview pages and breadcrumbs 15. Use facet search and tagging for deep 16. Open external links in a new window and internal links in the
same window 17. Use tabs on (product-)pages (to serve different information
needs) 18. Never use ʻclick hereʼ 19. Place “next” on the right hand bottom and “previous” on the left
hand bottom
15
Enable them to buy
Interaction conventions: 20. Have people in pictures look at your big-bold-button
16
Enable them to buy
Form conventions: 21. First the product, than personal info 22. Use logical ʻstepsʼ when you ask a lot of different information 23. Explain why and how a visitor should fill-in a field 24. Pre-fill known fields 25. Do not make more than one contactinformation mandatory
(or phone, or mail, …) 26. Offer tooltips (i or ?) for extra information 27. Be polite and help users when a field is not filled in correctly 28. Send friendly automated confirmation e-mails 29. Provide feedback about what will happen next
17
Enable them to buy
Content conventions: 30. Keep page titles short 31. Use subheaders for every 1 or 2 paragraphs 32. Front load the content within the paragraph 33. Use bullets and numbered lists when possible
18
Enable them to buy
19
Persuasion
3. Persuade them to buy
How to make them buy online..
2. Persuading the mass • What works for everyone?
1. Reciprocity
1. First give 2. People tend to return a favor…
• Overrules most other persuasion influences! • Society is build on reciprocity
22
1. Reciprocity
23
1. Reciprocity
24
1. Reciprocity
25
2. Make the virtual reality
• People adore multi-sensory stimulation • They want immediate satisfaction
26
2. Make the virtual reality
27
hebbe-hebbe-hebbe
2. Make the virtual reality
28
hebbe-hebbe-hebbe
2. Make the virtual reality
29
hebbe-hebbe-hebbe
2. Make the virtual reality
30
hebbe-hebbe-hebbe
3. Call-to-Action
• Group your call-to-actions (POA) • Make one ʻprimairyʼ call-to-action
Point-of-Action
Whatʼs the Call-to-action?
4. Commitment & consistency
• Make prospects commit! • If people commit, orally or in
writing, to an idea or goal, they are more likely to honor that commitment.
• Even if the original incentive or motivation is removed after they have already agreed, they will continue to honor the agreement.
• Cognitive dissonance; Despite contrary evidence, people are biased to think of their choices as correct.
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4. Commitment & consistency
34
4. Commitment & consistency
35
5. Social Proof
• Imitation: People will do things that they see other people are doing. • Especially ʻmy kind of peopleʼ • Especially ʻunsureʼ
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5. Social Proof
37
5. Social Proof
38
6. Liking
• People are easily persuaded by other people that they like. • Attractiveness (helps a lot) • Similarity • Compliments • Repetition • Association
6. Liking
6. Liking
6. Liking
7. Authority
• People will tend to obey authority figures, even if they are asked to perform objectionable acts.
43
Milgram experiments
7. Authority
44
8. Scarcity
• Perceived scarcity increases value and demand • Limited numbers or time • Psychological reactance • Recency & competetion
8. Scarcity
8. Scarcity
8. Scarcity
9. The ʻyesʼ flow
• People tend to get in a ʻyesʼ flow when they are asked a couple of questions they will answer with ʻyesʼ • Start with small easy questions • Place your ʻbottleneck questionsʼ after the easy ones • Do not ask for a ʻnoʼ
49
10. Perceptual contrast
• Going down gets you higher than moving up • First aim to high!
Dan Ariely: http://www.ted.com/talks/view/id/548
10. Perceptual contrast
• First aim to high
10. Perceptual contrast
• First aim to high
11. Priming & framing
• Be positive • Present a half full glass • Do not use ʻnoʼ • Use double discounts
12. Choice paralysis
• When Customers Have More Choices, They Buy Less • Keep it simple • Provide comparison charts • Use defaults • Make recommendations
2. Persuading the mass • What works for everyone?
26/60
26/60
theory © http://onlinedialogue.com
icons © http://dryicons.com
Companygoals Customergoals€€€
Company
BehaviorBehavior
Prospect/client
The online dialogue
SocialenvironmentCompe9tors Media
Deze tips zijn gepresenteerd op de Online Dialogue donderdag.
Je kunt deze 2 maandelijkse kennis sessie in Utrecht sessie zelf bijwonen!
Schrijf je nu in: http://onlinedialogue.com/donderdag
Volgende sessies:
• 11 november 2010 • 13 januari 2011 • 10 maart 2011 • 12 mei 2011 • 8 september 2011 • 10 november 2011
Schrijf je nu in!
Introductie Online Dialogue
Online Dialogue heeft als doel om de kwaliteit van offline service en verkoop dialogen naar online te halen.
Strategie
Ontwerp
Optimalisatie
Onze diensten: Internet strategie Het ontwerpen van online aanwezigheid. Gestructureerde online rendement verbetering.
Presentatie contactpersoon: Bart Schutz
[email protected] / 030 4100 173
www.onlinedialogue.nl [email protected] Tel: 030 4100 170 Fax: 030 4100 171
Bezoekadres: Moreelsepark 65, Utrecht Postadres: Postbus 26, 3500 AA, Utrecht