Persuasion Design - A Framework for Behavior Management & Conversion Rate Optimization
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Transcript of Persuasion Design - A Framework for Behavior Management & Conversion Rate Optimization
Persuasion DesignA Framework for Behavior Management & Conversion Rate Optimization
Sverre Bech-Sjøthun
«Everybody knows»That a website ought to meet
user & business goals
«Everybody knows»That better usability =
Higher goal achievement
The percentage of visitors performing a valuable action is your conversion rate
90%
3% 7%
Definitely yes
Definitely maybe
Definitely NO
Sales
Potential
There’s much morethan just usability that’s crucial
for success…
Online
Revenue = • Visitors are mainly influenced by marketing, PR and customer loyalty
• Conversion rate and Average sale is mainly influenced by: Motivation to do desired action Ability to do the desired action Trigger to do the desired action
Visitors X Conversion Rate X Average sale
Persuasion DesignA Framework for Behavior Management & Conversion Rate Optimization
By: Sverre Bech-Sjøthun
A step-by-Step guide
Full blog post on: http://visualwebsiteoptimizer.com/split-testing-blog/conversion-rate-optimization-framework/
The challenge with standard split testing…
A
B
Winner
All website users:
Split testing problem:
One size fits all?
Persuasion is like cooking a curry
Same ingredients, very different dose.(I like my curries so hot I get a nose bleed…)
The average psychological profile
Every single user is slightly different:
Segmentation is key to success
First
IdentifyTarget Behavior• User objectives
• Business objectives
• Macro conversions
• Micro conversions
Then
AnalyzeUser Behavior
QualitativeHow they think
QuantitativeWhat they do
• Surveys
• Personas
• User testing
• Etc.
• Verify / tag data
• Web analytics
• Data mining
• Etc.
Use the
Behaviormodel
UX,
Ability &Self Efficacy
• Great UX make the system easy to use, thus increasing your ability to perform the task
• Great UX also make the system seem easy to use.
• When something seems easy to do, it increases your self-efficacy
• Self-efficacy is your belief in your ability to succeed (in performing the task).
• The more you believe in your ability, the higher motivation to complete the task.
Feeling (de)motivated yet?
Try it for real on:http://www.drelvt.min-edu.pt/ccorrente/entnomespublico.asp
…or better yet:http://dl.dropboxusercontent.com/u/25059665/CustomerForm.html
Use the
Behaviormodel
Identify
Test Candidates
Perform
Monetization ModelingPut a price on each page
Identify
Test FinalistsMost valuable pages
Form and write down yourhypothesis
Form
Hypothesis
• Test name• Test number: X - Date: X july, 201X• Hypothesis• Psycological trigger:• Solution:• Result:• What we learned/further tweaking:
Form
Hypothesis
Create
Tests
Persuasion psychology
Improve UX
and/or
3… 2… 1…
Launch Test!
Identify
WinningCombinations
Concept by Sverre Bech-Sjøthun
Design by Remi Evjenth Løvik
Fundamentalto persuasion psychology is the
following:
The
Habit loop
- Charles Duhigg
Cognitive Ease
The interplay between UX and Persuasion Psychology
The two
«Systems »
• System 1 operates automatically and quickly, with little or no effort and no sense of voluntary control. “The emotional brain”
• System 2 allocates attention to complex computations. The operations of System 2 are often associated with the subjective experience of agency, choice and concentration. “The rational brain”
- Daniel Kahneman
Great UX:
When you are in a state of cognitive ease, you are probably in a good mood, you like what you see, believe what you hear, trust your intuitions and feel that the situation is comfortably familiar.
Poor UX:
When you feel strained, you are more likely to be vigilant and suspicious: you invest more effort in what you are doing, feel less comfortable, and make fewer errors, but you also are less intuitive and less creative than usual.
Great UX = Cognitive Ease
…and allows your lazy System 2 to chill, leaving the decision making to System 1
System 1detected
How we make our
Decicions
• We all see ourselves as rational beings• But we use our emotions to make the decision• Then justify with logic:
Emotional
• This is called rationalization• Reach the heart first, before fact are presented• Persuade the customers to make an emotional decision, and they will
automatically rationalize, thus cementing the decision. The sale is yours.
Rational
Cialdini’s 6 Principles of Persuasion
Reciprocity
• If you give me something, and I owe you• Do me a favor, and I owe you• “Free” sample or “Free” trial
• We are obligated to give• We are obligated to receive• We are obligated to reciprocate
Commitment/Consistency
• Reliability is a highly valued personal trait in society• Say “A” and you must say “B”• If you agree to something, then you are obliged to keep your promise• Ask for a small favor first – it’ll be easier to ask for more later
• Multiple step conversion process – like a whishlist• Contest: “Why do you LOVE [yourcompany]?” via Facebook Comment
• Written down + made public = commitment.• Bonus: glowing testimonials that you can use as social proof
• Net Promoter Score:
“On a scale from 0-10, how likely are you to recommend us to a friend or
colleague?”• Gives you a customer loyalty score – but people answering 8-10 are
obliged to act accordingly…
Scarcity
• Only 3 left• Time limited offer• Only 8 items per customer• Exclusive/confidential/secret information• Deprivation of liberty, limited options
• Concorde discontinued in 2003 – ticket sales boomed• Sætre’s “Alphabet bisquits” drawn in 2001 due to low sales, relaunched
in 2007 due to petitions and massive demand
Scarcity
Scarcity/exclusive information
Instant gratification
The power of FREE [link]
Bonus:
Scarcity(depreivation of liberty)
Bonus:
Scarcity(depreivation of liberty)
A/B test:Change header & CTA
140% increase
Bonus:
Scarcity(depreivation of liberty)
A/B test:400% increase
Vs.
Winner!
Authority
Authority
Trust me – I’m a photo of a guy with a lab coat…
Liking• Visually or other ways attractive, sympathetic or pleasing.• It’s hard to say no to a friend
• Send to a friend – “gift card to yourself and your friends”• Compliments• We are like you, we understand you – behavior mirroring• “Good cop – Bad cop”-routine
Social proof
• When lots of people are doing it, it must be the right thing to do• Acting like sheep
• Social proof is particularly effective when you are uncertain• New brands may see a dramatic effect from social proof
• What does others say about you? Prove it!• Testimonials• Endorsements• Expert opinions• Diplomas, awards and nominations• Security Certificates
Social proof VS.
Social proof& scarcity
Full on scarcity
Social proofSocial proof of the scarcity
Social proof
Ratings and testimonials builds trust.But in the absence of risk, trust is
redundant.
(trust-building elements could even introduce a sense of risk, and produce the opposite effect.)
Social proof
Bonus:
TimePerspective
Bonus:
Contrast
Bonus:
Contrast
Bonus:
Contrast VS.
The Contrast Principle works on all 5 senses, as
well as cognitively.
Want to sell the 10 000,- bike?
Show them the 45 000,- bike first…
Bonus:
Contrast
Bonus:
Decoy effect
Bonus:
Decoy effect
Nothing is cheap or expensive by itself,But compared to something.
(As such, anchoring the inexpensive first will have the opposite effect.)
We’re allPredictably Irrational…
A little bit of
Litterature
Social psychology:1. Robert Cialdini: "Influence - Science and practice" 5th edition, 20082. Nir Eyal: “Hooked – How to build habit-forming products”3. Philip Zimbardo: “The Time Paradox” 4. Carol Tavris, Elliot Aronson: “Mistakes Were Made (But Not by Me)”5. David J. Linden: “The Compass of Pleasure” 6. David DiSalvo: “What Makes Your Brain Happy and Why You Should Do the Opposite” 7. Elliot Aronson: “The Social Animal”8. Charles Duhigg: “The Power of Habit – why we do what we do in life and business”9. Daniel Kahneman: ”Thinking, Fast and Slow”10.Dan Ariely: “Predictably Irrational”
UX:11. Gerry McGovern: “The strangers long neck”12.Steve Krug: “Rocket surgery made easy”
Web analytics:13.Avinash Kaushik, Web analytics 2.014.Brian Clifton: “Advanced Web Metrics with Google Analytics”