MOTIVATIONAL INDEXOle Gregersen Really experienced Senior UX-consultant(The one the others call)Lecturer IT-Universitetet

ConversionSummit - 6th of September 2012

All Brand

New!

“Know this before your employees”- Ole Gregersen

COMMENTED VERSIONBe sure to check comments in each slide

/Ole Gregersen

Persuasion Context

It’s a snapshot – a comparison

• Which persuasive elements are used?

• Whats common, whats specific?

• What does it teach us?

CREATION6 websites, 6 principles, 100+ screenshots

1. Social proof2. Authority (trust)3. Scarcity (urgency4. Commitment, consistency5. Reciprocity (or something similar) 6. Liking

1. Walmart2. Amazon3. Dell4. Office Depot5. Best Buy6. Staples

Motivational Index

Walmart Dell Office Depot Staples Amazon Best Buy

Social Proof

Authority

Scarcity

Commitment

Reciprocity

Liking

1. SOCIAL PROOF

Social proof

Social proof AND trust

The Motivational IndexAmazon Dell Office

depetBest Buy Walmart Staples

Social Proof X * X * X XAuthority

Scarcity

Commitment

Reciprocity

Liking

2. COMMITMENT, CONSISTENCY

Commitmentconsistency

3. RECIPROCITY

Reciprocity• But the otherway round?

4. SCARCITY

Scarcity

5. AUTHORITY

Authority (trust)

6. LIKING

Liking

OBSERVATIONS

Best Buy Form

The Motivational IndexAmazon Dell Office

depetBest Buy Walmart Staples

Social Proof X * X * X X

Authority X X * X *

Scarcity X X * * * *

Commitment X * * * X *

Reciprocity * * * * *

Liking * X X

Index 4.5 4 4 4 3 2.5

• Social Proof - driven by Amazon, Facebook, Google• Big brands use authority different – they are authority• Commitment strategies growing• ‘Liking’ more relevant for smaller businesses?

Opportunities, potential

Maturity

CONCLUSIONS?• A glimpse of creativity, a lot of highway• Persuade the user ALL the way• Still low personalization/segmentation

• Lots of opportunity for new persuasive elements!• Lots of new usage data• Lots of new customers

Yours and my

Thank you…• www.oleg.dk - My Danish website + blog

• LinkedIn: www.linkedin.com/OleGregersenOle• Tweets - @OlegUsability