Channeling Cialdini - Using Persuasive Messaging to Increase Add to Cart (Conversion Conference...

© Predicta 2012 Conversion Conference – Chicago @pklien #convcon

Phillip Klien @pklien

Chicago - June 25th, 2012

Channeling Cialdini

;)


Agenda• About BTBuckets, Predicta and me• What online can learn from offline persuasive techniques• The Case: applying persuasion to e-commerce CRO

Mission (challenges and limitations) Our approach Results - WOW, IT REALLY WORKS Lessons learned

• How you can use persuasive agents in your online communication• Q&A


Imagine interacting with

the best salesperson you

know


http://www.youtube.com/watch?v=wZSVLL2hxzY


Where is this guy online ???


1st free personalization + on-site BT platform

10,000 ’s of sites and 2.2 Billion visitors segmented

About BTBucketsPioneer marketing service company in Brazil

150 FTE and 12 years on the road

About Predicta

• One of the 10 most innovative companies in Brazil (Fast Company 2012)

• 25th most innovative company in Brazil (Época Negócios / FGV in 2009)

• Most innovative company in the world in Web Analytics (Web Analytics Association 2009)

• Second place in the Web Analytics Championship (Web Analytics Association 2008)

• 18th best company to work for in Brazil (Great Places To Work Institute 2009)


Humans are irrational emotional creatures.


The “Ultimatum Game”

Image Credit: Wikipedia

10;10 0;0 15;5 0;0

Image Credit: http://www.alltop10list.com/top-10-list-of-hit-movie/


Persuasion.


Online strategies are not focused on

emotions.


B&M Store Online StoreProduct Offering

Decoration/Design

Price

Security

Product Information

Persuasive Agent


Image Credit: http://www.akronoticias.com/2011/04/9930-54986.htm


• Scarcity When we think an item is scarce, we will want it more.

• Reciprocity We should try to repay, in kind, what another person has provided us.

• Authority We tend to obey authority figures – even if the acts are objectionable.

Robert B. Cialdini’sSix Weapons of Influence



• Social Proof We determine what is correct by finding out what other people think is correct.

• Commitment/Consistency Each time we comply with a request, even a trivial request, it modifies our attitudes and self-concept such that we will tend to act more consistently with that type of action.

• LikingWe most prefer to say yes to the requests of people we know and like.

Robert B. Cialdini’s Six Weapons of Influence



The Case.


Hypothesis: Adding a persuasive element to the product page based on user behavior may increase products being added to cart.

Success Metric: Add to cart clicks on product page.

Project Mission


Persuasive messages from

proven framework

Isolatedcreativeelement

Adaptive +individualizing

algorithm

Huge + optimizedecommerce

web site

1 2 3 4

Our Approach.


• Over US$220 million in sales (2011)

• 43 million visitors (Q1 2012)

• 50,000 products• 500 brands• Largest display advertiser in Brazil (03/2012 comScore)

Owned by Rocket Internet, Groupon Shareholder

About DafitiLeading fashion e-commerce in Brazil

1


2

Creative Element


2


AuthorityCommitmen

t / Consistency

Liking

Reciprocity Scarcity Social Proof Neutral

Stylists Tip: This item is a must in your

closet

Inventory almost

finishing

One of the most searched

products this week

Fast delivery

Stylists tip: hot item for

2012

Few items remaining

More than 10 units sold today

Don’t miss this item

Recommended by Dafiti

stylists

One of the most voted items of

the week

Best offers

Clients agree: Top product

3


4



Project Timeline


The Results.


“Predicta introduced us to Cialdini and some techniques in emotional persuasive

technology that brought effective lifts in our click to cart metric – and ultimately to our

bottom line.”Malte HuffmanDafiti Co-founder


Add to Cart (control) Add to Cart (Persuaction)97

98

99

100

101

102

103

104

105

“Add to cart” KPI Lift of Persuasive Element

Z-score: 3.93 Source: Persuaction Predicta Date Range: 2012/03/24 to 2012/05/10

4.4%


Add to Cart (neutral) Add to Cart (persuasive)97

98

99

100

101

102

103

104

105

“Add to cart” KPI Lift of Persuasive Messages vs Neutral Messages

Z-score: 2.93 Source: Persuaction Predicta Date Range: 2012/03/24 to 2012/05/10

4.1%


Hypothesis: Adding a persuasive element to the product page based on user behavior may increase products being added to cart.

Success Metrics: Add to cart clicks on product page.

Project Mission


Lift

in a

dd to

ca

rt c

lick

KPI

Different persuasion levers had different reaction

Source: Persuaction Predicta

dica_estil…

entre_mais…

dica_dos_e…

recomendac…

entrega_ra…

mais_de10_...

estoq

ue_ac…

poucas_uni…

entre_osma…

produtos_t…

nao_perca

melhores_o…

-4%

-2%

0%

2%

4%

6%

8%

10%

12%


What we learned.


• Learn the science about persuasion;

• Remeber the offline experience (context and frequency);

• Tag A/B tests with persuasive information;

• Don’t forget that other CRO rules are still valid.

… but most importantly, it’s not only on WHAT you sell (or recommend),

but HOW

How you can apply a persuasive agent to your CRO strategies:

Channeling Cialdini - Using Persuasive Messaging to Increase Add to Cart (Conversion Conference...

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