Secret psychology online persuasion - Nathalie Nahai

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@TheWebPsych THE WEB PSYCHOLOGIST

THE SECRET PSYCHOLOGY OF

ONLINE PERSUASION

1  The ‘Three Systems’ Brain 2  Primal 3  Emotional 4  Rational 5  Key Takeaways

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FIRST… AN INTRODUCTION

THE WEB PSYCHOLOGIST

NATHALIE NAHAI

Twitter: @thewebpsych Website: thewebpsychologist.com Institute: instituteofwebpsychology.com

WEBS OF INFLUENCE THE PSYCHOLOGY OF ONLINE PERSUASION

WEB PSYCHOLOGY

[ ] I coined the term ‘Web Psychology’

in 2011 and defined it as…

The empirical study of how online environments influence our attitudes and behaviours

“ WEB PSYCHOLOGY

HOW IT HELPS YOU

[ ] Web Psychology is a psychological toolkit that will help you design more persuasive websites, marketing, and user experiences

WEB PSYCHOLOGY

neuro- aesthetics

user experience

social psychology

cognitive psychology

neuroscience

cross-cultural psychology

behavioural economics

persuasive technology

personality psychology

digital humanities

marketing

Universal Cultural Individual

IT’S ABOUT CONTEXT

3 SECRETS TO ONLINE SUCCESS

1  Know Who You’re Targeting

2  Communicate Persuasively

3  Sell With Integrity

1 ‘THREE SYSTEMS’ BRAIN

THE ‘THREE SYSTEMS’

•  Triune brain •  Brain is highly complex •  Useful model •  Understand hidden motivations •  Design persuasive experiences

•  Primal

•  Primal •  Emotional

•  Primal •  Emotional •  Rational

2 PRIMAL

PRIMAL

•  Common to all animals •  Basic vital functions •  Risky vs. Safe (FFF) •  Sex •  Food

KEY PRINCIPLES

•  Cues for sex •  Images of food •  Motion •  Contrast & concrete •  Peak end rule •  Scarcity

Julian Wolkenstein – Symmetrical Portraits

KEY PRINCIPLES

@TheWebPsych THE WEB PSYCHOLOGIST Food – makes a virtual space ‘feel’ more real

KEY PRINCIPLES

@TheWebPsych THE WEB PSYCHOLOGIST Scarcity – limited time, limited stock

3 EMOTIONAL

EMOTIONAL

•  Limbic system •  Ancient & automatic •  Amygdala fear, relevance, trust •  Thalamus happy, sad, disgusted •  VTA dopamine – risk & reward

KEY PRINCIPLES

•  Empathy (mirror neurons) •  Pleasure & pain •  Body language •  Story-telling •  Images of faces

MIRROR NEURONS

[ ] Placed electrodes in ventral premotor cortex of macaques, to study neurons specialized in

control of hand and mouth actions… 10% mirror actions

-  Rizzolatti et al (1992)

MIRRORING

MIND-READING

Building block of human interaction - assisting in “mind-reading” and allowing

people to understand and to share the feelings of others

-  Hatfield et al (2009) “ ”

KEY PRINCIPLES

@TheWebPsych THE WEB PSYCHOLOGIST Emotional engagement – identify wider impact

ASK YOURSELF

How does purchasing your product translate into a greater impact

worth celebrating? “ ”

KEY PRINCIPLES

@TheWebPsych THE WEB PSYCHOLOGIST Body Language – open, smiling, eye-gaze

KEY PRINCIPLES

@TheWebPsych THE WEB PSYCHOLOGIST Tell a story – make it surprising and funny

KEY PRINCIPLES

@TheWebPsych THE WEB PSYCHOLOGIST Use faces – tell a story

@TheWebPsych THE WEB PSYCHOLOGIST Use faces – emotional engagement

4 RATIONAL

RATIONAL

•  Unique to humans •  Higher cognitive functions •  Plan, organise, problem-solve •  Social learning & innovation •  Language, abstract thought

KEY PRINCIPLES

•  Enable post-rationalisation •  Product demonstration •  Listing specs / product benefits •  Give evidence that it works •  Be the authority

[ ] Positive reinforcement – thank your customers! “You made a good decision for signing up”

(to an email, webinar, event, order, etc.) Give a video / freebie / resources

REWARD THEM

KEY PRINCIPLES

@TheWebPsych THE WEB PSYCHOLOGIST Social proof – your peers are all buying it

KEY PRINCIPLES

@TheWebPsych THE WEB PSYCHOLOGIST List specifications

KEY PRINCIPLES

@TheWebPsych THE WEB PSYCHOLOGIST 77

EVIDENCE

@TheWebPsych THE WEB PSYCHOLOGIST 78

KEY PRINCIPLES

@TheWebPsych THE WEB PSYCHOLOGIST TBC

5 KEY TAKEAWAYS

KEY TAKEAWAYS To be persuasive online in ecommerce, marketing and customer engagement, you have to target all 3 systems.

KEY TAKEAWAYS To be persuasive online in ecommerce, marketing and customer engagement, you have to target all 3 systems. Your message, content and website should be:

KEY TAKEAWAYS To be persuasive online in ecommerce, marketing and customer engagement, you have to target all 3 systems. Your message, content and website should be: þ  Primal Arousing

KEY TAKEAWAYS To be persuasive online in ecommerce, marketing and customer engagement, you have to target all 3 systems. Your message, content and website should be: þ  Primal Arousing þ  Emotional Emotionally effective

KEY TAKEAWAYS To be persuasive online in ecommerce, marketing and customer engagement, you have to target all 3 systems. Your message, content and website should be: þ  Primal Arousing þ  Emotional Emotionally effective þ  Rational Intellectually compelling

REFERENCES 1  Julian Wolkenstein (2012): http://www.julianwolkenstein.com/index.php/project/symmetrical-portraits/ 2  Squarespace (2013): http://www.squarespace.com/ 3  Standard Life Investments – Mohawk:

http://www.creativebrief.com/agency/work/21462/3097/standard-life-investments-advertising-digital-potential-delivered-by-mohawk-ltd 4  Worchel, S., Lee, J., & Adewole, A. (1975). Effects of supply and demand on ratings of object value. Journal of Personality and Social Psychology, 32(5), pp. 906-914. 5  Infine Wordpress Theme (2014): http://wp.infine.byaviators.com/ 6  Achica (2013). http://www.achica.com 7  Di Pellegrino, G., Fadiga, L., Fogassi, L., Gallese, V., & Rizzolatti, G. (1992). Understanding motor events: A neurophysiological study. Experimental Brain Research, 91,

pp. 176-180. 8  Monkey Image Credit: Evolution of Neonatal Imitation. Gross L, PLoS Biology Vol. 4/9/2006, e311 doi:10.1371/journal.pbio.0040311 9  Laird, J. D., Cuniff, M., Sheehan, K., Shulman, D., & Strum, G. (1989). Emotion specific effects of facial expressions on memory for life events. Journal of Social Behavior

and Personality, 4, pp. 87-98. 10  Fail Blog Nut Shots (2012). http://www.youtube.com/watch?v=apVZCG5zAxw&feature=c4-overview&list=UUONQ53-nTMwqiRhj3sRaiAQ 11  Given Goods Co. (2014): http://givengoods.co/ & http://givengoods.co/impact-map 12  Marie Forleo (2013): http://www.marieforleo.com/ 13  Beta Brand (2014): http://www.betabrand.com/ 14  Charity Water (2014): http://www.charitywater.org/ 15  Nasty Gal (2014): http://theclick.nastygal.com/ 16  Olapic (2014): http://learn.olapic.com/request-knowledge 17  Nikon (2013): http://www.nikonusa.com/ 18  Hootsuite (2013): https://hootsuite.com/plans 19  Boots No 7 (2014): http://www.boots.com/en/No-7/No7-Skincare/ 20  Colgate toothpaste (2011): https://www.youtube.com/watch?v=99T-iGcii8U 21  Clinique (2013): http://www.clinique.co.uk/cms/why_clinique/index.tmpl#

Twitter: @thewebpsych Website: thewebpsychologist.com Email: hello@thewebpsychologist.com

THANK YOU!

Secret psychology online persuasion - Nathalie Nahai

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