This is the first draft of my slidedeck that accompanies the Ping-pong and a Paradigm Shift in Marketing talk

1. Persuasion Profiling
Changing the Game of Online Marketing
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PersuasionAPI is a product created by Science Rockstars™

2. Me
Co Founder ScienceRockstars
creators of PersuasionAPI
Initiator of Design for Conversion
I am pretty sure
his name started
with a D.
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PersuasionAPI is a product created by Science Rockstars™ 2

3. Science Rockstars
Science Rockstars was founded on the belief that good science
leads to great business.
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4. Changing the Rules???
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5. New Rules of Online Marketing
Less is More (Persuasion)
Persuade individuals rather
than a group
Learning beats testing
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6. Persuasion
The goal of persuasion is to change
someone’s attitudes or behavior.
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7. Does Persuasion work?
• Slide with the“Please reuse “Please reuse
towell exampletowels. Most the towels. Most
the
people reused people who
their towel stayed in this
during their room reused
stay” their towel
during their
stay”
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8. It’s how you ask…
It’s only partly what you want people to do, it’s how you ask it!
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9. Meet Bob: 6 Weapons of Influence
• Authority
• Commitment & Consistency
• Liking
• Reciprocity
• Scarcity
• Social Proof
Bob Cialdini
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10. Respect my Authoritah!
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11. Commiting to a wish list,
motivates commiting to a buy
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12. Being sweet persuades
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13. Giving stuff away
for free persuades
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14. Scarcity Persuades
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15. Reviews are a form
of Social Proof
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16. Meet Bob: 6 Weapons of Influence
• Authority
• Commitment & Consistency
• Liking
• Reciprocity
• Scarcity
• Social Proof
Bob Cialdini
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17. Online Persuasion
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18. The Art of Persuasion
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19. Advanced Persuasion
via Facebook
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20. Putting Persuasive Triggers in
the Path of visitors
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21. What you already should be doing Social proof
Scarcity
Social proof
Liking
Consistency &
Commitment
Social proof
Consistency & Social proof
Commitment
Framing Scarcity
Social proof
Scarcity Social proof
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PersuasionAPI is a product created by Science Rockstars™

22. Less persuasion is
more persuasion
1. “100s of others have taken this study before.”
2. “Professor Ford recommends taking this study.”
3. “There are only 18 hours left to participate in this study.”
VS
1. “100s participated, & Professor Ford recommends it.
Only 18 hours left.”
2. “Prof. Ford recommends it, 100s participated, only 18 hours left.”
3. “Only 18 hours left, & Professor Ford recommends it.
100s took it.”
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23. People are different (duh!)
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24. Not everyone obeys
the laws of social proof
Slide with the
towell example
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25. There are people that
question authority
Slide with the
towell example
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26. People are consistently different
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27. Persuade individuals rather
than a group
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28. Persuasion Profile:
Normal Page:
A1 (Scarcity):
A2 (Authority):
A3 (Consensus):
Effect
A persuasion profile is a collection of the
estimates of the effect of persuasion principles
for each individual customer
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29. We log the success
Normal Page:
A1 (Scarcity):
A2 (Authority):
A3 (Consensus):
Effect
• We can monitor the success of each page served to a user.
• We will keep updates of the average performance of your served
page variations, and of the performance for each client.
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30. We improve our advice
Normal Page:
A1 (Scarcity):
A2 (Authority):
A3 (Consensus):
Effect
• Based on the response of each visitor we will update our advice
for that user
• The new advice is a combination of the response of that visitor, as
well as that of other clients
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31. User navigates, we improve
First page served: Second page served: Third page served:
Normal: Normal: Normal:
A1: A1: A1:
A2: A2: A2:
A3: A3: A3:
Effect Effect Effect
• And so on, for each individual customer...
• Real time analytics is most effective in predicting
behavior
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32. Increasing chance of conversion
for each customer individualy
Third page served:
Normal:
A1:
A2:
A3:
Effect
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33. Wait… There’s more! Bridging
optimalization and personalization
CRM
Third contact:
Normal:
A1:
A2:
A3:
Effect
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34. Paving the way for
Multi-channel Persuasion
Third contact:
Normal:
A1:
A2:
A3:
Effect
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35. Learning beats testing
(any day)
Exploit vs. Explore
What if it’s the first visit?
How much learning do you need?
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36. Make out like a Bandit
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37. It will beat your A/B test…
Optimize conversion over time.
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38. And we will get better…
Optimize the choice of persuasion principles at the level of individual
clients
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39. Paradigm Shift
in Online Marketing
VS
Content  Test  Decide Content & Coninuous Optimization
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40. It really works…
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41. It works on different levels
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42. A Persuasion Profiling Case…
How can you be as successful as the others?
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43. Casestudy Philips Directlife:
• Slide with the
towell example
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44. Philips Reminder Email
• Slide with$),
Dear ($ firstname the
towell doing? We hope all is well. It is $#$ days since the last
How are you
example
time you connected your Activity Monitor.
[ $ Message $ ]
We would like to remind you to connect it to your PC soon and stay in
touch with Philips DirectLife
Sincerely,
The DirectLife Team
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45. Scarcity Email
• Slide with the
1. We would like to remind you to connect it to your PC soon
towell example . . . . Today is a great day to start so
and stay in touch with
make sure you do not miss out on your participation in . . . !
2. Any chance to connect your Activity Monitor is a chance to
learn about your own activities. Take the opportunity to
learn about your activities right now.
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46. Authority Email
• Slide with coaches recommend frequent uploads of
1. Experienced the
towell example will help you to gain more insight
your activity data. This
and be more active!
2. Activity experts recommend moderate to high activity on
a daily basis and connecting to the . . . platform will help
you to reach this target!
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47. Social Proof Email
• Slide with the connect their Activity Monitor
1. People like you who
towell example are more likely to benefit from the
frequently with their PC
program and obtain a healthy lifestyle!
2. 6. Thousands of people are participating actively in the
program and they stay connected at least once a week.
Join the group!
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48. Cialdini on Steriods
• Slide with the
towell example
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49. Summarizing the results:
• Slide with the
towell example
Increase in email click-through:
(at the 5th reminder)
>100%
Increase in e-commerce revenue: >25%
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50. Persuasion Profiling
Are you ready to Beta?
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51. Persuasion Profiling
Now the game has changed,
what’s going to be your play?
@arjanharing
@persuasionapi
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