Web Psychology Your Roadmap to Online Success m

All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.

NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH

__________ __________ your roadmap to

WEB PSYCHOLOGY

ONLINE SUCCESS


3 SECRETS TO ONLINE SUCCESS

2 NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH


1 KNOW WHO YOU’RE TARGETING

2 COMMUNICATE PERSUASIVELY

3 SELL WITH INTEGRITY



LET’S PLAY A GAME




The thing is, this isn’t just any game.



And the map?



WEB PSYCHOLOGY

Your roadmap to online success


WEB PSYCHOLOGY

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

- Nathalie Nahai

8

“ ” NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH


WEB PSYCHOLOGY


human-computer interaction

neuroaesthetics user experience social psychology

cognitive psychology

neuroscience

cross-cultural psychology

behavioural economics


IT’S ABOUT

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CONTEXT

PSYCHOLOGY INDIVIDUAL CULTURAL



11

BUILDER NEGOTIATOR

Good with peopleAstute and introspectivePatientCompassionateFlexibleFacility with languageDiplomaticOK with ambiguity

Sociable and loyalFriendlyCautious DependableMethodicalHard-workingTraditionalConcerned with safety

serotonin oestrogen

EXPLORER

Seeks risk and noveltyIndependentUnpredictableCreativeHedonisticSensual and funEasily boredInsatiably curious

dopamine

DIRECTOR HOFSTEDE’S 6 CULTURAL TRAITS

DrivenLikes reason and logicTough-mindedCompetitiveGoal-orientedProblem-solverBold and bluntUncompromising

testosterone

NEUROCHEMICAL ARCHETYPES p61 p37 SOFTWARE OF THE MIND

YOUR BRAIN p4 p23 GLOBAL INTERNET PENETRATION RATES

78% 79% 80%52% 61%43% 10%13% 38%

trait score country

GLOBAL INTERNET PENETRATION RATES

10 0 20 30 40 50 60 70 80 90 100 110 120

POWER-DISTANCEINDIVIDUALISMMASCULINITYUNCERTAINTY AVOIDANCELONG-TERM ORIENTED INDULGENCE

S. AFRICA*BRAZILCHINAINDIAJAPANRUSSIASAUDI ARABIA*UKUSA

*NO DATA AVAILABLE FOR LONG-TERM ORIENTED TRAIT

200 million billion calculations per second

Do you believe in free will?300 millisecondsWe become consciously

aware of our intention to act

after the relevant areas of our brain become active.

Fast Emotional UnconsciousIntuitiveAutomaticFFF

SYSTEM1Slow Analytical Conscious LaboriousIntentionalRational

SYSTEM2SELL WITHINTEGRITY

KNOW WHO YOU’RETARGETING



BUILDER NEGOTIATOR



serotonin oestrogen

EXPLORER


dopamine



testosterone



78% 79% 80%52% 61%43% 10%13% 38%

trait score country


10 0 20 30 40 50 60 70 80 90 100 110 120










SYSTEM2


DECISION-MAKING AN EXPERIMENT




ECONOMIST

ONLINE $59 PRINT $125 ONLINE + PRINT $125

Which would you choose?



ECONOMIST

ONLINE $59

ONLINE + PRINT $125

What about now?



ECONOMIST

$59 ONLINE 68% $125 ONLINE + PRINT 32%

Results - when given 2 options:



ECONOMIST

$59 ONLINE 16% $125 PRINT $125 ONLINE + PRINT 84%

Results - when given 3 options:


DECISION-MAKING ONLINE




When faced with graded options we go for the middle one – in value and location -  Online options -  Wine experiment -  Grocery stores

CHOICE


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BUILDER NEGOTIATOR



serotonin oestrogen

EXPLORER


dopamine



testosterone



78% 79% 80%52% 61%43% 10%13% 38%

trait score country


10 0 20 30 40 50 60 70 80 90 100 110 120










SYSTEM2COMMUNICATEPERSUASIVELY



IMAGES VIDEOS

Tap into emotionTell storiesNostalgia is persuasiveNeurologically optimise your videosEmbed commandsStop an image to attract attention

Beauty is universalUse faces to engage with visitors and direct their gazeMystery is alluringOur brains enjoy visual metaphorsUse exaggerated images

attract communicate

WEBSITE

Have a clear purposeTarget your audienceand meet their needsCreate a communityUpdate your contentClear calls to actionSimplicity rulesAttention is a resource

target and test

SOCIAL MEDIA

Have a clear identityTarget the right peopleUse social validation,reciprocity and social proof in your campaignsBecome valuable Own up to mistakesConverse and convert

engage

COMMUNICATION p109 p109 NEURAL COUPLING

MEDIA p80 p80 YOUR WEBSITE

When you talk The mind meld

identical patternsof neurological activitymerging as one

are trying to be coupled

PEOPLE2 engaged in a story - both brains fire in

MIND1 the brains of communicator

and listener

FlashyInteractiveAnimated

ColoursFewer levelsUncluttered

attractiveness and usability?versus

Did you know...in individualist countries women and men differ

in their perception of a website’s

AESTHETIC DYNAMICculture-specificattractivevisually appropriate

harmoniousand elegant

universalattention-grabbing

colourfulfun to use and interactive

Your website’s appealcan be measured in two ways:


ATTENTION OPTIMISATION CASE STUDY




How users will look at your website within the first few seconds of their visit Computational neuroscientific model of human attention >90% predictive accuracy vs. empirical studies


THE RESULT

52% conversion uplift



GENDER DIVIDE AESTHETICS & USABILITY




Men and women have distinctly different neural responses to artistic and natural stimuli Individualistic cultures express bigger gender differences

GENDER DIVIDE


WEBSITES

Flashy, interactive and animated Goal-oriented, gamified

Many sub-levels


Attracted to a website’s colours Clean, un-cluttered Prefer fewer sub-page levels to trawl through


RISK, TRUST & PRIVACY

Less concerned about privacy

Happier parting with sensitive personal info


More skeptical of online info

Perceive online purchasing as riskier than males


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BUILDER NEGOTIATOR



serotonin oestrogen

EXPLORER


dopamine



testosterone



78% 79% 80%52% 61%43% 10%13% 38%

trait score country


10 0 20 30 40 50 60 70 80 90 100 110 120










SYSTEM2SELL WITHINTEGRITY



RECIPROCITY

An obligation to givean obligation to receivean obligation to repay

Start the exchange:- be proactive- give something away- make concessions

give and take

CONSISTENCY

We act in a way that is consistent with our values and identity

Get a commitment:- identify clients’ traits- activate self-concept- make your request

commitment

LIKING AUTHORITY

We are rewarded for behaving in accordance with authority figures

Make this work for you:- show you’re the expert- back up with evidence- be inspiring

We prefer to comply with people whom we actually like

Boost your likeability:- highlight similarities- genuine compliments- be trustworthy

similarities expert appeal

SOCIAL PROOF

We naturally look to other people for cues on how to behave

We conform when:- the group is strong- physically close to us- has many members

herd instinct

SCARCITY

We tend to value that which is in scarce supply

Use it online:- have flash sales- include a countdown- show limited stock

in short supply

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9

principles of influence

Professor Robert Cialdini’s

and how to use them online

sell more?

We rely on cognitive shortcuts - known as

heuristics - to guide our behaviours and the

decisions we make on a daily basis. Understand

how they work for greater influence online.

......

earned mediaconsumer reviews

no real salespersonprivacy / securitylack of customer service

What stops us buying online?

What information do we trust?NUMB

ER

70%92%

25%30%

15%

Did you know...prices ending in

are called charm prices because they

INFLUENCE: AN INTRODUCTION p158 p164 PRINCIPLES OF ONLINE INFLUENCE

PRICING AND VALUE p205 p225 RISK, TRUST AND PRIVACY

When visitors arrive at your website they will scan for cues on what it’s about, if it’s secure and whether or not they

can trust youSUBC

ONSC

IOUSLY


SELL WITH INTEGRITY CASE STUDY



DOMINO’S PIZZA TURNAROUND



THE RESULT

14.3% Sales increase – first quarter of 2010

The biggest ever jump in sales in the fast-food industry



BARRIERS TO BUYING ONLINE




A lack of trust and face-to-face interaction prevents many people

from purchasing online

- Peter de Vries & Ad Pruyn

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“ ” NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH



CONSUMER TRENDS

What stops us buying online?

Lack of customer service

Privacy / security concerns

No real salesperson



What information do we trust?

Consumer reviews

Earned media

CONSUMER TRENDS



Consumers require greater trust and confidence buying online vs. face to face

The first thing visitors do is subconsciously scan your site for trust cues

New visitors assess trust via your website’s functionality, design & reputation



KEY TAKEAWAYS

To succeed online, follow the roadmap: 1.  Know who you’re targeting 2.  Communicate persuasively 3.  Sell with integrity



WANT TO KNOW MORE?

48

Contact my agent: [email protected]

The Web Psychologist . com @TheWebPsych



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D. Ariely (2008). Dan Ariely asks, Are we in control of our own decisions? Ted Talks. Ted.com/talks/lang/en/dan_ariely_asks_are_we_in_control_of_our_own_decisions.html P. Rodway, A.Schepman and J. Lambert (2012). Preferring the One in the Middle: Further Evidence for the Centre-stage Effect. Applied Cognitive Psychology, 26 (2), 215-222 C. Cela-Conde, F. Ayala, E. Munar, F. Maestú, M. Nadal, M. Capó, et al. (2009). Sex related similarities and differences in the neural correlates of beauty. Proceedings of the National Academy of Sciences of the United States of America,106(10), 3847. S. Simon (2001). The impact of culture and gender on Web sites: An empirical study. The Data Base for Advances in Information Systems, 32(1), pp. 18-37. D. Cyr and C. Bonanni (2005). Gender and website design in e-business. International Journal of Electronic Business, 3 (6): 565–82. A. Acquisti and R. Gross (2006). Imagined communities: Awareness, information sharing, and privacy on the Facebook. Lecture Notes in Computer Science, 4258: 36–58. E. Garbarino and M. Strahilevitz (2004). Gender differences in the perceived risk of buying online and the effects of receiving a site recommendation. Journal of Business Research, 57: 768–75. D. Gelles and A. Rappeport (2006). Domino’s eats humble pie to boost sales. FT.com, May. ft.com/cms/s/0/f8178fa2-7804-11e0- b90e-00144feabdc0.html#axzz1uwqbr9Ju (accessed 11th April 2012). P. de Vries and A. Pruyn (2007). Source salience and the persuasiveness of peer recommendations: The mediating role of social trust. Persuasive, LNCS, 4744: 164–75. Y. H. Tan and W. Thoen (2001). Toward a generic model of trust for electronic commerce. International Journal of Electronic Markets, 5 (2): 61–74. E. Andrade, V. Kaltcheva and B. Weitz (2002). Self-disclosure on the Web: The impact of privacy policy, reward and brand reputation. Advances in Consumer Research, 29: 350–3. M. F. Wolfinbarger and M. C. Gilly (2002) .comQ: Dimensionalizing, measuring and predicting quality of the e-tailing experience. MSI Working Paper Series, No. 02-100.


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Web Psychology Your Roadmap to Online Success m

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