Conversion Day 2014

1. Maximize
conversion through
persuasion design
Pieter Jan Troost - partner and strategy director Buyerminds

2. XXX% more CTR

3. XX% conversion to leads

4. XX% more sales

5. Persuasion Design

6. BJ Fogg Behavioral Model
Trigger
Motivation
Ability

9. B=MAT

10. Make it easierA.

11. Trigger
Motivation
Ability
1 2

12. Ability boosters
less choice guidance
clear copy micropayments
addressing concerns
small steps

13. Reduce Choice

15. +1000%

20. Single question

24. Address concerns

26. +159,95%

27. Reduce mental effort

30. Unwanted behaviour?
Make it harder

33. Boost MotivationM.

34. Trigger
Motivation
Ability
1
2

35. Motivation boosters
social proof scarcity
authority commitment liking reciprocation
gamificationpersonalisation
taking away barriers anticipatory enthusiasm

36. Social Proof

37. “Operators are waiting, please call now,"
!
!
"If operators are busy, please call again."
!

40. Scarcity

46. Consistency

49. Authority

50. + 107%

53. Anchoring

56. Put Hot Triggers in the path
of motivated people
T.

57. Trigger
Motivation
Ability

58. Spark
Facilitator
Signal
Types of Triggers
to motivate behavior
to increase ability
to indicate or remind

59. +15,3%
Spark

60. Spark

61. Spark

62. Facilitator

63. Signal

64. Hot triggers in customer journey
Central
(Interruption)
Non Related
Related
Peripheral
(Background)
Trigger
Motivation
Ability

65. Best triggers are
journey related and central

66. B=MAT

67. 5 tips

68. Dive into your audience

70. First Five Seconds Test

72. Why vs What

74. Reduce choice

76. Add social proof

77. "If operators are busy, please call again."
!

79. Thank You
pieterjan@buyerminds.nl
Pieter Jan Troost - partner and strategy director Buyerminds