[WMD2016] Closed Loop >> Lance Loveday "It’s OK to trick people to click"
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Transcript of [WMD2016] Closed Loop >> Lance Loveday "It’s OK to trick people to click"
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• Growth Hacking for Good with Evil Usability Patterns• Deliciously Evil: Some Bad Is Good• Growth Hacking or Manipulation? Finding the Balance• Ethical Growth Hacking: How Much Evil is Too Much?• Modern Growth Hacking Patterns: Good or Evil? • Is It OK to Trick People To Click?
• Turning Tricks for Clicks: Growth Hacker or Digital Pimp?
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LESSONS FROMTHE DARK SIDE:
Lance Loveday
Good Growth Hackingwith Evil Usability
WEAPONS OF MASS DISTRIBUTION 2016 | 500 STARTUPS
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EVIL USABILITYWhen someone uses your brain’s
wiring to trick you into doing something you don’t want to do.
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ANTI-PATTERNS
CUSTOMER FEEDBACKEXPERIENCE DESIGNDESIGN THINKING
GROWTH HACKINGPERSUASIVE DESIGN
A/B TESTINGSEDUCTIVE COPY
DARK PATTERNS
OBSCURING DETAILSSCUZZY DESIGN
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5 DARK SIDE TACTICS - 5 LESSONS FOR GOOD
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YES ALSO YES UNDER SOME CIRCUMSTANCES
1) AMBIGU-BUTTONS
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Better…
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2) DICTATORIAL UPSELL
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1st upsell
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2nd upsell
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3rd upsell
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VS
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Better…
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LIFE-ALTERING WHITEPAPER
YES,PLEASE
No thanks. It would be wasted on me anyway since I’ve pretty much
failed at life. And I smell.
Want to get this
FOR FREE?
3) EGO-CRUSHING OPT-OUT
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• Opt-out Flogging
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• Opt-out Flogging
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“I’d rather cry alone in my apartment.”
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• Opt-out Flogging
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Better…
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• Opt-out Flogging
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Best
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• Opt-out Flogging
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4) ROACH MOTEL
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• Opt-out Flogging
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• Opt-out Flogging
Return to site or…return to site.
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1st click
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2nd click
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3rd-7th clicks
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JOIN ONLINE TODAY!
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Written notice by certified mail
- or –
Drop it offM-F, 9am-5pm
*Subject to change at our convenience
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Better…
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• Positive roach motel example
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5) ANGLERFISH
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Lowest? Really?
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No charge No charge No charge Buy Moves: $0.99
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Better…
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IT IS POSSIBLE TO ACHIEVE LUDICROUS GROWTHAND CREATE GREAT CX
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1ST COMPANY TO REACH$1T MARKET CAP
““You’ve got to start
with the CUSTOMER EXPERIENCE and work back toward the technology – not the other way around.
- Steve JobsCo-Founder, Apple Inc
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““
- Stewart Butterfield CEO, Slack
Every customer interaction is a marketing opportunity.
If you go ABOVE AND BEYOND ON THE CUSTOMER SERVICE side, people are much more likely to recommend you.
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“ “
It’s our job every day to make every important aspect of the CUSTOMER EXPERIENCE a little better.
- Jeff Bezos Co-Founder, Amazon
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CX LEADERSGROW REVENUE FASTER THAN CX LAGGARDS
Compound Avg. Revenue Growth 2010 - 2015
17%
3%
Source: June 21, 2016, “Customer Experience Drives Revenue Growth, 2016” Forrester report
In this age of the customer, the only sustainable competitive advantage is knowledge and engagement with customers.~ Forrester
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ANTI-PATTERNS
CUSTOMER FEEDBACKEXPERIENCE DESIGNDESIGN THINKING
GROWTH HACKINGPERSUASIVE DESIGN
A/B TESTINGSEDUCTIVE COPY
DARK PATTERNS
OBSCURING DETAILSSCUZZY DESIGN
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IT’S NOT WHO I AM UNDERNEATH,
BUT WHAT I DO THAT DEFINES ME.- BATMAN BEGINS
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NOW, GO FORTH ANDUSE YOUR POWERS FOR GOOD
THANK YOU
WEAPONS OF MASS DISTRIBUTION 2016 | 500 STARTUPS | CLOSED LOOP | www.closedloop.com