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A three-part presentation on how online customer engagement has become a new science that requires an understanding of the role of persuasion. Part one: The importance of Customer Engagement. Part two: The role of Persuasion in Customer Engagement. Part three: 10 tips for online persuasion.
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Richard SedleyDirector
cScape Customer Engagement Unit
The role of Persuasion in Customer Engagement
• Customer Engagement: why now?
• The role of Persuasion
• 10 tips for online Persuasion
Overview
“Customer engagement is probably the most important activity
any organisation will undertake in the next 3 years.”
The importance of customer engagement
Qa
Qa
Green Red Blue
Blogs
Mobile
Socialnetworks
Wikis
RIA
Behaviouraltargeting
Emails
Psycho-graphicprofiling
RSS
PPC
Podcasting
Contextualtargeting
Ajax
Customermanagedrelations
Videocasting
What’s the significance of CE?
The science and practice of persuasion
How can you differentiate yourself?
The goal of persuasion is to change someone’s attitudes
or behaviour.
What is persuasion?
Persuasion is the grease between acquisition,
conversion and retention
Why persuasion?
• Credibility
• Principles of motivation
• Persuasion Windows
• Persuasion as a dialogue
Four corners of persuasion
• Presumed
• Surface
• Reputed
• Earned
Credibility
Stanford University, Persuasive Technology Lab, 2003
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=
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General assumptions in the mind of the perceiverSimple inspection or initial first hand experienceThird party endorsements, reports or referralsFirst 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 Experim
ents Journal, Feb 2007
• Reciprocity
• Commitment and consistency
• Consensus
• Affinity (Liking)
• Authority
• Scarcity
Principles of motivation
Robert Cialdini, Influence: The Psychology of Persuasion, 1984
• 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
To influence a person to change their
attitude or behaviour The process of persuasion changes the persuader
Web2.0: Persuasion as a dialogue
Ten tips for online Persuasion
1. Engage you audience
2. Do you want to engage your audience?
3. Are you failing to engage your best customers?
Are your headlines failing?
7% click through
11% click through
14% click through
“I think you’re great”
Do you have social proof?
“I think you’re great”“I think you’re great”
“I think you’re great”“I think you’re great”
“I think you’re great”
“I think you’re great”
“I think you’re great”
The first, the last, the best and the rarest?
Make them feel proud
Exploit a thank you?
Provide reasons to return (regularly)
Set their alarm clock
Show off your status
Use your authority
The power of the portrait
More than just buttons
Make sure you save your changes
Loss is more powerful than gain
• At a Persuasion Window:
• Choice = good
• Trade-offs = bad
Avoid trade-offs
Richard [email protected]
Thanks
1. Sign-up to the cScape newsletter2. Register your interest in an optimisation clinic
3. Grab me and say hello
