Richard Sedley, cScape Customer Engagement Director
Key words:
marketing, persuasion, motivation, conversion
customer engagement, credibility, logan tod, cscape
PersuasionStone Roses, child nursery,
The Economist & bread makers,
Logan TodWednesday 2 April 2008
• Credibility
• Influence
• Timing
A few things learnt…
• The power of storytelling
• Semantic vs. episodic memory
• The role of relativity
A few things bouncing…
Utility
The conversion triangle
PersuasionUsability
The goal of persuasion is to change someone’s attitudes or behaviour.
Make them comply with a request using an understanding of human psychology.
What is persuasion?
Elaboration Likelihood Model
• High elaboration (central route)Requires great deal of thought to make a
decision
• Low elaboration (peripheral route)Requires little thought, reliant on decisional
heuristics
How we make our decisions
Petty & Cacioppo, 1981
The need for decisional heuristics
500 milliseconds to
determine credibility
4 seconds to
determine usefulness
• Credibility
• Motivation
• Timing
• Presumed
• Surface
• Reputed
• Earned
Four types of credibility
Stanford University, Persuasive Technology Lab, 2003
=
=
=
=
General assumptions in the
mind of the perceiver
Simple inspection or initial first
hand experience
Third party endorsements,
reports or referrals
First hand experience that
extends over time
The power of credibilityA B
Conversion rate = 2.69% Conversion rate = 3.03%
% change = 12.64%
Projected monthly gain = $30,582.30
Marketing E
xperiments Journal, F
eb 2007
• Credibility
• Influence
• Timing
• Reciprocity
• Commitment and consistency
• Social proof
• Affinity (Liking)
• Authority
• Scarcity
Principles of influence
Robert Cialdini, Influence: The Psychology of Persuasion, 1984
Incentives and reciprocity
Sign-up Report
Report Sign-up
A B
Conversion rate = 84% Conversion rate = 72%
44%
completion accuracy
91%
completion accuracy
Embedded Persuasive Strategies to Obtain Visitors’ Data. Gamberini, Petrucci, Spoto, Spagnolli
Social proof (consensus)
Experiment: Milgrim, Bikman and Birkowitz
Good testimonials...
Why testimonials do (and don’t) work: Holly Buchanan, Future Now
Sean DeSouza: Pyschotactics
Marketing Experiments: Optimizing site design
• are focused – talk about specific benefits or
personal situations• overcome objections – target conversion
barriers• are contextual – position where customer might
ask questions and need reassurance• are plentiful – build a wall of testimonials• are credible – lead with skeptics and problems
• Credibility
• Motivation
• Timing
• When you are in a good mood
• When your world view no longer makes sense
• When you can take action immediately
• When you feel indebted because of a favour
• Immediately after you have made a mistake
• Immediately after you have denied a request
Persuasion windows
Stanford University, Persuasive Technology Lab, 2003
• The power of storytelling
• Semantic vs. episodic memory
• The role of relativity
Copyright: Steve Double - www.double-whammy.com
The first,
the last,
the best
and the rarest?
Make them feel proud?
Elements of a good story
The Elements of Persuasion: Use Storytelling to Pitch Better, Sell Faster
& Win More Business by Maxwell and Dickman
• PASSION to make your customers care• a HERO to drive the action• an ANTAGONIST to challenge the hero• a moment of AWARENESS where the hero
realises how to overcome his or her obstacles• TRANSFORMATION wherein the hero
accomplishes his or her desired goals
• The power of storytelling
• Semantic vs. episodic memory
• The role of relativity
The role of memory in the customer odyssey
The memory of meaning. Memory that preserves only the
gist, the general significance of remembered experiences.
The memory of ephemeral details,
individual features or the unique particulars of an experience.
• The power of storytelling
• Semantic vs. episodic memory
• The role of relativity
68%
32%
84%
16%
0%
Thanks for listening
• Richard Sedley: [email protected]
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