Persuasion Profiling @ DfC

Maurits Kaptein & Arjan Haring

Emperical work by Dean Eckles, Steven Duplinksy & Maurits Kaptein

The DfC Jacket

Photo by Barbara Koop

Meet Bob:

• Bob likes to Race bikes

• Bob reads science fiction novels

• Bob’s favorite color is orange

DfC for Bob(15.063)

We selected the product to fit Bob:

We AB tested the crap out of the buttons:

Bob didn’t buy….

Why Bob did not buy:

(15.063)

6 Principles of Persuasion

Social Proof Liking Authority

Commitment

Scarcity

Reciprocity

Responses to Persuasion

Large individual differences But people are consistent

“Trying every trick in the book” fails

Persuasion ProfilingLearning Algorithm Suggestion Engine

Social Proof

0 ... ... 6

Authority

1 1 ... Bob ... 23

Scarcity 0 ... ... 9

… ... ... ...

Optimize Explore - Exploit

How do you use persuasion?

Design your Persuasive Strategies

Measure their success

Optimize your designsDynamically

At an individual level

www.persuasion-profiling.com