The Brainy Way to Build Your Community - Roger Dooley
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The Brainy Way to Build Your Community Roger Dooley rogerdooley.com [email protected] om @rogerdooley
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Transcript of The Brainy Way to Build Your Community - Roger Dooley
#fbsprint@rogerdooley
Quantcast Rank Site733 Cars.com737 Abcnews.com777 CollegeConfidential.co
m791 SocialSecurity.gov809 ESPN.com @rogerdooley
1. Conversion
Via Andre Morys
Traffic Conversion
@rogerdooley
2. Habit Formation
@rogerdooley
“Then a friend sent me a link to College Confidential.…deeply addictive, it feels like a cross between college admissions, porn and heroin.
Check it out at your own risk. “
“She might as well have sent crack.
I was hooked. “
@rogerdooley
Daniel Kahneman Ronald Coase
Daniel Kahneman
System 1
System 2
5% Conscious
95% Non-conscious
@rogerdooley
Conversion&
Community
The Persuasion
Slide™
@rogerdooley
Gravity
Nudge
Angle
Angle
Friction
Robert Cialdini: 6 Factors
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BJ Fogg: Behavior Model
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Geoffrey Miller: Evolutionary Psychology
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Behavior Research
No singletheory explains
all behavior!
CommunityConversion
@rogerdooley
Gravity
• Initial Motivation• Needs• Wants• Goals
Fighting Gravity
“Do this for us!”
Fighting Gravity
Work WITH Gravity
“We will help you!”
@rogerdooley
Work WITH Gravity
From iwillteachyoutoberich.com
“Make Money!”
Nudge
Attention!
Nudges
Phone CallCall to Action
Popup
Search AdBanner Ad
Email AlarmSign
Sales Call
Bad Nudge
From pawesome.com
Fair Nudge
chrisbrogan.com
From chrisbrogan.com
Non-members see:
Nudge must be seen & start the process
@rogerdooley
Angle
Motivation!
Nudge Without Motivation
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Conscious & Non-Conscious Motivators
@rogerdooley
Conscious MotivatorsBenefits
GiftsDiscounts
Features
Specifications Prices
Non-conscious MotivatorsEmotions Psychology
Brain Bugs
Include BOTH Conscious and
Non-conscious motivators!@rogerdooley
Conscious: Benefits“Typical customer saves 25%.”
“Has twice the power!”
“Money-back guarantee!”
Gifts & Discounts“Free 50-page ebook!”
“$10 Starbucks card if you complete the survey!”
“20% off until midnight!”
@rogerdooley
No Discounts,No Motivation
Problem: Cost to Motivate
$ €
Non-Conscious Motivators
FREE! Effective!
Dog owners?
Pet parents?
Liking
Show attributes you share with your visitor
to create “liking effect.”
@rogerdooley
Friction
Ronald Coase
Friction =The time, money, and effort lost in getting what you
want.
Difficulty:Real and Perceived
@rogerdooley
Real FrictionForm FieldsSteps in Registration ProcessInstructions“What am I supposed to do?”ANYTHING in Conversion Sequence
High Friction
High Friction
@rogerdooley
$4,000,000,000,000.
2015 Est. – Business Insider
Near-Zero
Friction@rogerdooley
• 4 screens• Captcha• Required fields• Rules box• Tiny CTA button
Community Friction
Security Friction
“Imaginary” Friction&
Cognitive Fluency@rogerdooley
Confession SiteI believe God is on IRC and that I have found him. Sometimes I sympathize with other prophets of the past because no one believe me and I fear it will soon be too late to save mankind.
Confession SiteI believe God is on IRC and that I have found him. Sometimes I sympathize with other prophets of the past because no one believe me and I fear it will soon be too late to save mankind.
More “fluent” site =More revealing posts
Drunk Tank Pink, Alter @rogerdooley
Minimize perceived friction with simple fonts, short
text, & easy-to-read design.
@rogerdooley
Lurker Conversion
Lurker to Active
• Identify• Nudge• Motivate• Make it easy
@rogerdooley
Now, make it a habit…
Nir Eyalnirandfar.com
The HOOK Canvas
1. What internal trigger is
the product addressing?2. What external trigger
gets the user to the
product?
4. Is the reward fulfilling, yet leaves
the user wanting more?3. What is the
simplest behavior in anticipation of
reward?
5. What “bit of work” is done to increase the
likelihood of returning?
Nir Eyal’s Hook Model
The HOOK Canvas
1. What internal trigger is
the product addressing?2. What external trigger
gets the user to the
product?
4. Is the reward fulfilling, yet leaves
the user wanting more?3. What is the
simplest behavior in anticipation of
reward?
5. What “bit of work” is done to increase the
likelihood of returning?
Nir Eyal’s Hook Model
The HOOK Canvas
1. What internal trigger is
the product addressing?2. What external trigger
gets the user to the
product?
4. Is the reward fulfilling, yet leaves
the user wanting more?3. What is the
simplest behavior in anticipation of
reward?
5. What “bit of work” is done to increase the
likelihood of returning?
Nir Eyal’s Hook Model
Action
• Trigger + Motivation• Join, Post, Like, etc.• Make it EASY
Reward
• Dopamine• Anticipation • Variable
Reward
• Social (likes, shares, comments)
• Information• Amusement, etc.
Investment
Cialdini’s 4th Principle
Hook CanvasInvestment loads next trigger!
Successful Communities• Nudge visitors and members to act
@rogerdooley
Make it easy to join & participate
@rogerdooley
Give variable rewards (likes, etc.)
@rogerdooley
Let members build value and load new triggers
@rogerdooley
How The World’s Top Conversion Experts
Seduce You Into Joining
@rogerdooley
Multiple Nudges
Popups Convert Best
• Exit Intent
• Two Button
Measure Real Behavior• Heat Maps• Scroll Maps• Mouse Tracking• Etc.• Tools: CrazyEgg,
ClickTale, Inspectlet, many more
Use A/B Tests
Tools: Optimizely, Visual Website Optimizer, Convert.com, etc.
There are no best practices,just starting points for
testing.
@rogerdooley
If you remember just one thing …
Change is constant and accelerating…
Communication50 Years
Media50 Years
Mobile!
Big Data!
Social Media!
Our BrainsNO Change in 50,000 Years!
Build your community for the
way the human brain really works!
