The Brainy Way to BuildYour CommunityRoger Dooley

rogerdooley.comrogerd@dooleydirect.com@rogerdooley

#fbsprint@rogerdooley

Quantcast Rank Site733 Cars.com737 Abcnews.com777 CollegeConfidential.co

m791 SocialSecurity.gov809 ESPN.com @rogerdooley

1. Conversion

Via Andre Morys

Traffic Conversion

@rogerdooley

2. Habit Formation

@rogerdooley

“Then a friend sent me a link to College Confidential.…deeply addictive, it feels like a cross between college admissions, porn and heroin.

Check it out at your own risk. “

“She might as well have sent crack.

I was hooked. “

@rogerdooley

Daniel Kahneman Ronald Coase

Daniel Kahneman

System 1

System 2

5% Conscious

95% Non-conscious

@rogerdooley

Conversion&

Community

The Persuasion

Slide™

@rogerdooley

Gravity

Nudge

Angle

Angle

Friction

Robert Cialdini: 6 Factors

@rogerdooley

BJ Fogg: Behavior Model

@rogerdooley

Geoffrey Miller: Evolutionary Psychology

@rogerdooley

Behavior Research

No singletheory explains

all behavior!

CommunityConversion

@rogerdooley

Gravity

• Initial Motivation• Needs• Wants• Goals

Fighting Gravity

“Do this for us!”

Fighting Gravity

Work WITH Gravity

“We will help you!”

@rogerdooley

Work WITH Gravity

From iwillteachyoutoberich.com

“Make Money!”

Nudge

Attention!

Nudges

Phone CallCall to Action

Popup

Search AdBanner Ad

Email AlarmSign

Sales Call

Bad Nudge

From pawesome.com

Fair Nudge

chrisbrogan.com

From chrisbrogan.com

Non-members see:

Nudge must be seen & start the process

@rogerdooley

Angle

Motivation!

Nudge Without Motivation

@rogerdooley

Conscious & Non-Conscious Motivators

@rogerdooley

Conscious MotivatorsBenefits

GiftsDiscounts

Features

Specifications Prices

Non-conscious MotivatorsEmotions Psychology

Brain Bugs

Include BOTH Conscious and

Non-conscious motivators!@rogerdooley

Conscious: Benefits“Typical customer saves 25%.”

“Has twice the power!”

“Money-back guarantee!”

Gifts & Discounts“Free 50-page ebook!”

“$10 Starbucks card if you complete the survey!”

“20% off until midnight!”

@rogerdooley

No Discounts,No Motivation

Problem: Cost to Motivate

$ €

Non-Conscious Motivators

FREE! Effective!

Dog owners?

Pet parents?

Liking

Show attributes you share with your visitor

to create “liking effect.”

@rogerdooley

Friction

Ronald Coase

Friction =The time, money, and effort lost in getting what you

want.

Difficulty:Real and Perceived

@rogerdooley

Real FrictionForm FieldsSteps in Registration ProcessInstructions“What am I supposed to do?”ANYTHING in Conversion Sequence

High Friction

High Friction

@rogerdooley

$4,000,000,000,000.

2015 Est. – Business Insider

Near-Zero

Friction@rogerdooley

• 4 screens• Captcha• Required fields• Rules box• Tiny CTA button

Community Friction

Security Friction

“Imaginary” Friction&

Cognitive Fluency@rogerdooley

Confession SiteI believe God is on IRC and that I have found him. Sometimes I sympathize with other prophets of the past because no one believe me and I fear it will soon be too late to save mankind.

Confession SiteI believe God is on IRC and that I have found him. Sometimes I sympathize with other prophets of the past because no one believe me and I fear it will soon be too late to save mankind.

More “fluent” site =More revealing posts

Drunk Tank Pink, Alter @rogerdooley

Minimize perceived friction with simple fonts, short

text, & easy-to-read design.

@rogerdooley

Lurker Conversion

Lurker to Active

• Identify• Nudge• Motivate• Make it easy

@rogerdooley

Now, make it a habit…

Nir Eyalnirandfar.com

The HOOK Canvas

1. What internal trigger is

the product addressing?2. What external trigger

gets the user to the

product?

4. Is the reward fulfilling, yet leaves

the user wanting more?3. What is the

simplest behavior in anticipation of

reward?

5. What “bit of work” is done to increase the

likelihood of returning?

Nir Eyal’s Hook Model

The HOOK Canvas

1. What internal trigger is

the product addressing?2. What external trigger

gets the user to the

product?

4. Is the reward fulfilling, yet leaves

the user wanting more?3. What is the

simplest behavior in anticipation of

reward?

5. What “bit of work” is done to increase the

likelihood of returning?

Nir Eyal’s Hook Model

The HOOK Canvas

1. What internal trigger is

the product addressing?2. What external trigger

gets the user to the

product?

4. Is the reward fulfilling, yet leaves

the user wanting more?3. What is the

simplest behavior in anticipation of

reward?

5. What “bit of work” is done to increase the

likelihood of returning?

Nir Eyal’s Hook Model

Action

• Trigger + Motivation• Join, Post, Like, etc.• Make it EASY

Reward

• Dopamine• Anticipation • Variable

Reward

• Social (likes, shares, comments)

• Information• Amusement, etc.

Investment

Cialdini’s 4th Principle

Hook CanvasInvestment loads next trigger!

Successful Communities• Nudge visitors and members to act

@rogerdooley

Make it easy to join & participate

@rogerdooley

Give variable rewards (likes, etc.)

@rogerdooley

Let members build value and load new triggers

@rogerdooley

How The World’s Top Conversion Experts

Seduce You Into Joining

@rogerdooley

Multiple Nudges

Popups Convert Best

• Exit Intent

• Two Button

Measure Real Behavior• Heat Maps• Scroll Maps• Mouse Tracking• Etc.• Tools: CrazyEgg,

ClickTale, Inspectlet, many more

Use A/B Tests

Tools: Optimizely, Visual Website Optimizer, Convert.com, etc.

There are no best practices,just starting points for

testing.

@rogerdooley

If you remember just one thing …

Change is constant and accelerating…

Communication50 Years

Media50 Years

Mobile!

Big Data!

Social Media!

Our BrainsNO Change in 50,000 Years!

Build your community for the

way the human brain really works!

The Brainy Way to BuildYour CommunityRoger Dooley

rogerdooley.comrogerd@dooleydirect.com@rogerdooley