6 Persuasive Principles for Digital EffectivenessRichard Sedley

http://architectures.danlockton.co.uk

Trigger the behavior!

High motivation

Lowmotivation

Lowability

Highability

Incre

asing lik

eliness to

perfo

rm

targ

et behavio

r

BJ Fogg: behaviormodel.org

www.behaviormodel.org

01 Persuasion Windows

• 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

Stanford University, Persuasive Technology Lab, 2003

Persuasion windows open…

Persuasive Technology: Using Computers to Change What We Think and Do, BJ Fogg

02 Storytelling

Copyright: Steve Double - www.double-whammy.com

Storytelling

• PASSION to make your customers care

• a HERO to drive the action

• an ANTAGONIST to challenge the hero

• a moment of AWARENESS where the hero realises how to

overcome his or her obstacles

• TRANSFORMATION wherein the hero accomplishes his or

her desired goals

Elements of a good story

The Elements of Persuasion: Use Storytelling to Pitch Better, Sell Faster & Win More Business, Richard Maxwell & Robert Dickman

03 Social proof

Experiment: Milgrim, Bikman and Birkowitz

Social proof

Social proof

05 Error / correction

05 Reciprocity

Form Whitepaper

Whitepaper Form

A B

Conversion rate = 84% Conversion rate = 72%

44%completion accuracy

91%completion accuracy

Embedded Persuasive Strategies to Obtain Visitors’ Data. Gamberini, Petrucci, Spoto, Spagnolli

Reciprocity

06

Relativity

68%

32%

Value is relative

Value is relative

84%

16%

0%

William-Sonoma £275 1988

1. Persuasion Windows

2. Storytelling

3. Social proof

4. Error / correction

5. Reciprocity

6. Relativity

Persuasive Principles for Digital Effectiveness

Thank’s for listening

Richard Sedley

r.sedley@cscape.com

Twitter.com/richardsedley