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[object Object],[object Object],[object Object],[object Object],The role of persuasion  in online conversion E-consultancy Online Marketing Masterclass: Conversion Keynote
What’s the most powerful page  on your website?
Utility The conversion triangle Persuasion Usability
[object Object],[object Object],What is persuasion?
 
[object Object],[object Object],[object Object],[object Object],Overview
 
[object Object],[object Object],[object Object],[object Object],[object Object],How we make our decisions Petty & Cacioppo, 1981
The need for  decisional  heuristics 500 milliseconds to determine credibility 4 seconds to determine usefulness
[object Object],[object Object],[object Object],[object Object],Four types of credibility Stanford University, Persuasive Technology Lab, 2003 General assumptions in the mind of the perceiver Simple inspection or initial first hand experience Third party endorsements, reports or referrals First hand experience that extends over time
The power of credibility A B Conversion rate = 2.69% Conversion rate = 3.03% % change = 12.64% Projected monthly gain = $30,582.30 Marketing Experiments Journal, Feb 2007
Social proof (consensus) Experiment: Milgrim, Bikman and Birkowitz
 
 
Good testimonials... Why testimonials do (and don’t) work: Holly Buchanan, Future Now Sean DeSouza: Pyschotactics Marketing Experiments: Optimizing site design  ,[object Object],[object Object],[object Object],[object Object],[object Object]
Copyright: Steve Double - www.double-whammy.com
[object Object],Make them feel proud?
Copyright: Steve Double - www.double-whammy.com
 
 
 
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Persuasion windows Stanford University, Persuasive Technology Lab, 2003
 
What’s the most powerful page  on your website?
Exploit a thank you?
[object Object],[object Object],[object Object],[object Object],The value of persuasion
Thanks for listening ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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Increasing conversions using the Science of Persuasion

Notes de l'éditeur

  1. Thank you for inviting me. Ok for the next 30 minutes I’m going you talk to you about Persuasion. Persuasion in the context of online conversions. When I’m not presenting at great E-consultancy events my day job is running my company cScape’s Customer Engagement Unit. We work with our clients to optimise their website, marketing campaigns and ultimately help them build lasting and productive relationships with their customers. So when I come to events like this I’m looking to perhaps solve a couple of problems I’m facing or most probably to learn at least a couple of things that are going to make me look smart and that I can use when I get back to work. So I thought that’s what I’d try and do for you today. [CLICK]