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Using Persuasion to Enable Growth€¦ · Enable Growth Rodger Buyvoets - CEO & Co-founder Joris...
Transcript of Using Persuasion to Enable Growth€¦ · Enable Growth Rodger Buyvoets - CEO & Co-founder Joris...
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Using Persuasion to Enable Growth
Rodger Buyvoets - CEO & Co-founder
Joris Fonteijn - Senior Persuasion Analyst
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Agenda
Straight out of the box
Persuasion 101
Practical implications of Persuasion
Sweet Pitch
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Introduction to Persuasion
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Persuasion is not an art, it’s a science.
Robert Cialdini
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Persuasion tactics that drive action
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Social proofWe are more likely to perform
behaviour if others are doing it
(especially in uncertain situations).
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ScarcityProducts that are scarce increase
urgency to decide now and increase
its perceived value.
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InnovationWe perceive new products as more
attractive. Finding one is evolutionary
associated with rewarding behaviour.
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CertaintyUncertain situations make us suspicious
of being fooled. Increasing our search for
information that increase our certainty.
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Loss aversionThe impact of losses are twice the
impact of gains. We hate loosing.
Also loosing out on opportunities.
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AuthorityUsing credible sources increases trust,
which in turn boosts compliance.
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We do what others
are doing.
Influence tactics
If it’s scarce I need
to have it. Now!
Finding something new
feels rewarding.
We want to avoid
any losses.
Removing uncertainty
increases trust
Trust me, I’m the
doctor expert.
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Want more?Suggested reading
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Want more?Suggested reading
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Practical implications of Persuasion
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Define the desired behaviour
Understand their situation
Create persuasive communications
Persuasion enables Growth
Determine effect and adjust
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Define the desired behaviour
Action Location Timing
What? Where? When?Who?
Audience
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Define the desired behaviour
Have visitors… Leave their e-mail address when they are visiting your website reaching the end of your homepage.
Action Location Timing
What? Where? When?Who?
Audience
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Information needs
Concerns Barriers Boosters
What Prevents
behaviour
What Motivates behaviour
Understand their situation
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Information needs
Concerns
Understand their situation
What do they want/need to know before they want to act?
- E-mail frequency - Moment of receiving it - Content of e-mail
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What Prevents
behaviour
Barriers
Understand their situation
What is preventing them from acting?
- Lack of trust (spam) - Fear of sharing with 3rd parties - Too many newsletters
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What Motivates behaviour
Boosters
Understand their situation
What motivates them to act?
- Social proof (10.231 already subscribed) - Self-persuasion (Preview option) - Authority (Top brands using your service)
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“For the things we have to learn before we can do them, we learn by doing them.”
Aristotle
Now you try
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Optimise your homepage
1. Look at your company’s homepage
2. Use the Canvas
3. Create persuasive communications
Time: 30 minutes
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How we would do it
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Optimise Crobox homepage
Have eCommerce directors leave their
contact details to receive a demo of Crobox.
Desired behaviour
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Optimise Crobox homepage
Have eCommerce directors leave their
contact details to receive a demo of Crobox.
Information needs: why would I need Crobox? / What can I expect after leaving my
details? /How much does it cost? / Who will contact me?
Desired behaviour
Their situation
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Optimise Crobox homepage
Have eCommerce directors leave their
contact details to receive a demo of Crobox.
Information needs: why would I need Crobox? / What can I expect after leaving my
details? /How much does it cost? / Who will contact me?
Barriers: I don’t understand / I’m not convinced yet / I have never heard of them / I
already do AB-testing
Desired behaviour
Their situation
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Optimise Crobox homepage
Have eCommerce directors leave their
contact details to receive a demo of Crobox.
Information needs: why would I need Crobox? / What can I expect after leaving my
details? /How much does it cost? / Who will contact me?
Barriers: I don’t understand / I’m not convinced yet / I have never heard of them / I
already do AB-testing
Boosters: social proof (# demo-requests) / authority (prices won) / show benefit
Crobox vs AB-testing
Desired behaviour
Their situation
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“The longer you listen, the sweeter the pitch”
Jake Green - Revolver
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Persuasion Profiling
We know what works to drive the next action.
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We personalise tactics automatically based on this persuasion profile.
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Persuasion in a box
Basket Margin CTR Checkout RPS
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Customers who love Crobox