The seven principles of persuasion by Dr. Robert Cialdini
Building engaging websites and experiences
1. Stefan Tornquist, VP Research, Econsultancy
Building Engaging Websites and Digital
Experiences
Trends, best practices and case studies
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Challenges of connecting to digitally empowered consumers
Marketers are prioritizing Customer Experience (CX)
Consumers want a simple life
Methods of engagement through CX
Methods of engagement through design
Challenges and opportunities
Case studies
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Challenges of connecting to digitally empowered consumers
Marketers are prioritizing CX
Consumers want a simple life
Methods of engagement through CX
Methods of engagement through design
Challenges and opportunities
Case studies
4. Consumers are increasingly likely to be
“continuously connected”
28 25 24 22
15
23 26
21
18
21
42 42 48
51 58
7 7 7 9 6
Global US UK Germany China
%ofrespondents
Frequency of connection
All day long Every hour 2-4 times a day Once a day or less
Source: A.T Kearney Analysis, 2014
5. Content consumption on digital devices is increasing
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47% of time
spent with
media is on
digital
… vs. 37%
of time spent
with TV
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…and mobile is becoming the ‘first screen’
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56% of all time
spent on U.S. online
retail occurs on a
mobile device
“Brands that see mobile
as the ‘second screen’
risk losing relevance with
connected customers”
-Altimeter Group, Jan 2015
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90% of
consumers move
between devices to
accomplish a goal
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The number of digital
touchpoints is increasing
by 20%
annually
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Challenges of connecting to digitally empowered consumers
Consumers want a simple life
Marketers are prioritizing CX
Methods of engagement through CX
Methods of engagement through design
Challenges and opportunities
Case studies
11.
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2.1
8.1
11.4
14
10.5
14.4
6.8
10.3
12
12.1
13.1
14.3
0 2 4 6 8 10 12 14 16
Useful information about your account
Right level of detail for what you need
Achieve what you need to do in very few clicks
Easy to carry out basic tasks e.g. download, pay
Up-to-date information, e.g. pricing
Easy to find what you’re looking for
Points attributed to a given attribute
Consumers Marketers
Source: Digital Experience – Are Brands Meeting Consumer Expectations?
13. Increasing sophistication of consumers
• Both groups value ease of usage e.g.
“easy to find what you’re looking for” and
“you can achieve what you need to do in
very few clicks”.
• Although consumers more likely to value
“up-to-date information e.g. pricing” and
“useful information about your account”.
14. But simplicity isn’t all they want…
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251
276
348
439
441
642
831
Products that are customized for me
Very respectful of my privacy
Lowest prices
Easiest to shop with, save me the most time
Best service when I have an issue
Treat me well as a loyal customer
Very trustworthy with my data/information
Question: If you were building the perfect company to serve you, what would be most important? N = 618
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Challenges of connecting to digitally empowered consumers
Consumers want a simple life
Marketers are prioritizing CX
Methods of engagement through CX
Methods of engagement through design
Challenges and opportunities
Case studies
16. Marketers realise the importance of CX
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Customer experience
and
content marketing
are the ‘most exciting
opportunities’ for marketers
in 2015
Source: Econsultancy / Adobe Quarterly Digital Intelligence Briefing – Digital Trends 2015
17. Q: “We try to
differentiate
through customer
experience”
Source: Econsultancy / Adobe Quarterly Digital Intelligence Briefing – Digital Trends 2015
…and are differentiating through CX
18. Personalized experiences are the priority
Source: Econsultancy / Adobe Quarterly Digital Intelligence Briefing – Digital Trends 2015
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48%
40%
8%
3%1%
Our growth depends on personalizing the customer’s experience
Strongly agree Somewhat agree Neutral Somewhat disagree Strongly disagree
88% agree that their growth depends on
personalizing the customer’s experience
Question: Do you agree or disagree with the following statements? N=234
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Most organizations lack the essential
capabilities or tools to fulfill on that promise…
34% 37% 37%
0%
15%
30%
45%
60%
We do a good job of linking our
online and offline customer
experiences
We have the tools we need to
provide exceptional customer
service and experiences
We are able to tie customer
experience activities to revenue
and/or cost savings
Question: Do you agree or disagree with the following statements? N=234
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Challenges of connecting to digitally empowered consumers
Consumers want a simple life
Marketers are prioritizing CX
Methods of engagement through CX
Methods of engagement through design
Challenges and opportunities
Case studies
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Q: What are the primary ways you believe your company can
differentiate itself in selling to and retaining current customers?
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Companies who are personalising
web experiences are seeing
an average 19% uplift in sales.
Realities of Online Personalisation – Econsultancy/Monetate 2013
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Q: What are the primary ways you believe your company can
differentiate itself in selling to and retaining current customers?
26. Content management = engagement
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Source: Econsultancy / Adobe Quarterly Digital Intelligence Briefing – Delivering Digital Experiences
27. …but the CMS is only enhancing the experience
for 31%
“Our CMS
facilitates a brand-
enhancing digital
presence”
Source: Econsultancy / Adobe Quarterly Digital Intelligence Briefing – Delivering Digital Experiences
29. Still the one
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Challenges of connecting to digitally empowered consumers
Consumers want a simple life
Marketers are prioritizing CX
Methods of engagement through CX
Methods of engagement through design
Challenges and opportunities
Case studies
31. Persuasion architecture
Explicit directional cues: obvious, often taking
the form of an arrow, line or curve that creates a
visual pathway
Implicit directional cues: such as line of sight,
color, shape and size, and prioritization through
visual weighting
- Designing a website or customer journey in such a way as to
convince and persuade a buyer to convert
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33. Experience in the moment
Audience level: entry point, direction & content,
third party data
Individual level: purchase history, deep
demographics, personality typing, loyalty info
34. Optimizing the experience…how and for whom?
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46%
50%
56%
54%
58%
54%
57%
56%
58%
39%
38%
40%
46%
47%
49%
0% 15% 30% 45% 60% 75%
I’ve bought something with my mobile
phone other than apps, music or video
I’ve bought anything with my mobile phone
(including apps, music and video)
I’ve downloaded the mobile app for a service
(TV, bank, real estate, etc.)
I’ve downloaded the mobile app for a store
(retail, home improvement, etc.)
I’ve bought something because of an email I
received
Average Young AffluentQuestion: Do any of the following apply to you? N=301
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Challenges of connecting to digitally empowered consumers
Consumers want a simple life
Marketers are prioritizing CX
Methods of engagement through CX
Methods of engagement through design
Challenges and opportunities
Case studies
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Focus on CX is warranted but scattered.
Implications for the organization tend to be
underestimated.
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Personalization should be more than
delivering promotions…value drives margin
and loyalty.
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The online/offline gap has to be bridged. That’s
the next phase.
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Challenges of connecting to digitally empowered consumers
Consumers want a simple life
Marketers are prioritizing CX
Methods of engagement through CX
Methods of engagement through design
Challenges and opportunities
Case studies
40. Neiman-Marcus
• Blending content and
commerce to increase
interaction
• Icon showing an inbox with
messages
• Personalised mobile
experience
44. Case Study: Starbucks
• Most popular mobile payment facility
in US.
• Improving loyalty and customer
service.
• Delivering a great mobile experience.
Notes de l'éditeur
I’m sure everyone on the call falls into the category of being connected “all day long”…and so are your key customers…
Being ‘always on’ is like being ‘mobile’ and ‘social’…it’s the rule not the exception.
Digital leads TV by well over 1hr per day – almost exclusively attributable to mobile
According to Altimeter Group, sophisticated companies are beginning to explore a mobile-only approach in addition to integrating cross-channel strategies with omni-channel experiences.
Inability to track mobile ROI cripples the business case for customer-centric mobile experiences
90% of consumers move between devices to accomplish a goal – Altimeter
The number of digital touchpoints are increasing by 20% annually as more offline consumers shift to digital tools and younger, digitally orientated consumers enter the ranks of buyers. -McKinsey
Increased digital sophistication has reduced the impact of brands, according to McKinsey research based on analysis of 1,000 brands across a wide range of product categories, covering 20,000 consumer journeys and 100,000 touchpoints along them.
The number of digital touchpoints are increasing by 20% annually as more offline consumers shift to digital tools and younger, digitally orientated consumers enter the ranks of buyers.
More actively digital consumers are more prone to abandon a brand mid-stream, the greater number of touchpoints increasing the odds a consumer will encourage a deal breaker along the digital highway.
Emphasise here that increased competition online also makes it harder for brands to stand out, so optimising the digital experience is more important than ever.
The numbers show how, on average, respondents would have allocated 100 points across all attributes.
In the past it was assumed by marketers that consumers were technologically sophisticated, mobile-enabled data sifters who are able to think rationally about whichever brand or stores offer the best deal. But far from empowering consumers, the rising volume of marketing messages has been overwhelming.
In order to grapple with increased amounts of clutter online, consumers rate site experiences that make it easy for them to find what they’re looking for, first and foremost. In addition they want to achieve this in very few clicks. In both cases, marketers are very much on a par in terms of weighting of importance.
44% of marketers said that customer experience would be the primary way in which their organization would seek to differentiate itself from its competitors over the next five years.
QL Which three digital-related areas are the top priorities for your organization in 2015? (company respondents)
Q: Which customer experience management technologies do you currently have in place?
Within CX technologies, it is the CMS that is most commonly used
Content is king. CMSs are being used by 72%, and more than a third primarily differentiate themselves through content.
Q: Which of the following business goals does (or should) content management help you to meet?
Social is taking on greater importance, with a growing number of organizations recognizing and capitalizing on its ability to be a better driver of traffic than traditional SEO.
A growing number of marketers see potential in using data from social profiles to create personalized content. Personalized content based on a user’s own social data should enhance the ability of marketers to create more relevant, compelling experiences.
Not long ago we did a study on what people were willing to share and with whom…and social voice is one of those that they’re more open to…the use of FB login for example…consumers understand some of the implications of using that instead of a custom registration.
Website still the core of activities…even though our use of websites is changing.
Pattern recognition is immensely important…different audiences use the site in different ways that may be hard to tease apart on the surface. We talk about customer journey analysis but it’s not easy. A single purchase may involve the same person on multiple browsers and devices as well as multiple channels.
So we can use pattern recognition to draw conclusions on an audience level and build in some rules to help different segments get what they want. An easy example is geography – Econsultancy has its largest audiences in the US and UK…fortunately those are audiences that can accept a lot of overlapping content…but we don’t want people to feel that the information isn’t relevant, so over time we’ve customized content based on where you’re arriving from.
My favorite segment is the top 10% of buyers…these are people who generate most of your revenue and by definition they’re open to more sales information. Whatever customization you can bring to bare to ensure they get the newest product info and best customer experience, you can’t go wrong…
the challenge is to have the site satisfy people more easily and responsively…deep pages…reactive pages…smart websites….
People will naturally choose the path of least resistance…resistance can be visual or intellectual or emotional…friction comes in many forms. Think about where people abandon your cart…it’s usually around price/privacy or shipping (another version of price)…what can you add in those critical places to reassure them and reaffirm their desire?
Humans are naturally drawn to other human faces, and because of this, in both versions of this advertisement, a buyers’ initial gaze is likely to land on the baby’s face. In fig 2. the viewer’s eye is drawn away from the marketing message. In fig 3, the baby’s face points viewers towards the message.
Personalization happens at different level based on what you know…you can’t do too much individual personalization without information about them…you can easily over-personalize and
Another broad way of looking at visitors is demographics, which we can discern from product views / from third party data and from content consumed…then we can work backwards from those broad profiles….
As we see, media consumption isn’t consistent across devices and the digital lives of these different groups are quite different…to give you an example…we did a consumer banking study…apps…remarkable percentage that left did so because the app wasn’t as good as someone else’s
We talked in best practice tips of creating a personalised experience and here is a great example here of Department store chain Neiman Marcus who released a mobile application that blended content and commerce to promote interaction with consumers on-the-go.
On the homepage, there is an icon showing an inbox with messages from Neiman Marcus. Messages tell consumers of events and special offers, like the Real Deal sale or a beauty event. Buttons on the message give consumers the option to “shop now” or locate the nearest store to shop in person.
InCircle is Neiman Marcus’ customer loyalty program which is accessible from within the app. We often see apps that are one or the other: content or commerce. NM app merges the two worlds, bringing the store to a user’s phone while giving them the chance to explore more than they ever would be able to in a physical store. It allows NM allows consumers to buy from within the app and check their account
Shoppers are able to able to browse event schedules, new arrivals and promotions. As they browse, they can favourite products and even arrange for them to be placed in a dressing room ahead of arrival. They can also make appointments and leave messages for associates, and see which ones are on the floor. Sales associates are listed with their department, with icons next to their names so consumers can call, text, email or FaceTime with them right from the app.
There is a also a Sales associates' version of the app which has tools designed to help them provide better service. They can view a shoppers' online and in-store purchase history, helping them better understand their preferences and suggest items that might compliment previous purchases. They can also see which products a customer has favorited. They will be notified when a preferred customer arrives in-store, accompanied by a Facebook photograph.
Great example of customer receiving a personalized mobile experience that is second only to the walking in the store.
http://www.luxurydaily.com/neiman-marcus-releases-mobile-app-that-blends-content-and-commerce/
Launched in January 2013, the HSBC Expat ‘Hints and Tips’ site is designed to help the bank engage with this audience early in their research process. The site contains over 1,000 tips by expats on all aspects of life abroad, from arranging accommodation and paperwork to making friends. The content is crowdsourced from expat individuals, expat bloggers, companies catering for expats, and HSBC’s own expat employees. Users can filter tips by country and category, and access more detailed articles. The audience spanned 58 countries in the first day and 132 countries in the first month, and has reached 174 countries to date, with a limited advertising budget.
Objectives & Aims
HSBC Expat provides financial services for people living abroad. With most people only considering banking late in their research process, the organisation wanted to engage with this audience earlier, establishing HSBC as a trusted source of information for people moving abroad.
The organisation decided to harness the expat community to create useful ‘informal’ content for this niche audience. As expats use social for research, and HSBC has a successful Twitter presence (@expatexplorer), they promoted the site via Twitter (including promoted Tweets).
Goals:
ENGAGE WITH EXPATS
Expats use the site and thus feel ‘helped’ by HSBC
Increase @expatexplorer Followers
Social shares / mentions
‘FREE’ CONTENT GENERATION
Re-usable in other marketing campaigns
Helps call centre have engaging conversations
'FREE' TRAFFIC/LEADS
Improve SEO with relevant content, ‘back links’
Users progress to product pages, generate leads
Implementation, Execution & Tactics
The project was a collaboration between HSBC Expat and all its stakeholders. This included:
Staff tips to demonstrate credibility
Tips from corporates and blogger contacts
The site also provided an environment for expats to share tips with each other.
This was a cost-effective way to create re-usable content for other marketing activities. The content helped staff make customer conversations more engaging: “It makes building rapport a little easier,” said one employee.
The project showed that even a huge global bank can engage with niche audiences and win customer affection with useful content:
Working with Lynchpin, HSBC employees used Tableau to understand the effectiveness of the project, using interactive scatter graphs and animated heatmaps.
Results
Within two months of launch the following results were achieved:
NON - FINANCIAL: ENGAGE WITH EXPATS
25,530 people had used the site.
Site audience reached 58 countries in the first day, 132 countries in the first month, 174 countries to date with limited advertising budget.
FINANCIAL - ‘FREE’ CONTENT AND TRAFFIC
Crowdsourcing: 'free' creation of 1,086 tips on 66 countries (tips added by 0.75% of users) - cost saving: content has been re-used in other campaigns.
SEO
Organic search traffic up 30.92%
Organic search leads up 52.14%
Now rolling out with PAID SOCIAL (TWITTER)
Cost per engagement 37% cheaper than target
This is an ongoing “program”…not just a campaign…the essence of buillidng a longer term recurring relationship with an audience…
Next Case study is about How Starbucks' is using mobile apps to improve loyalty and the customer experience.
Starbucks apps have also evolved to include loyalty card facilities, so customers need only to check their mobile device to see how close they are to receiving a free coffee. Additionally, the apps include a store locator, a ‘drink builder,’ menus and nutritional information about food and drinks available.
The app offering from Starbucks is pioneering the development of mobile devices as a way for customers to pay for goods, as well as interacting with the business and receiving a great mobile experience.
The Starbucks app is the most popular mobile payment facility in the US, reaching 9% of Android and iOS users. Starbucks is also looking to streamline their process even further by removing most of the interaction between customer and barista. With a new feature called "Mobile Order & Pay," Starbucks allows customers to place an order on their mobile device and pay for it before they ever step foot into their local coffee shop.
It’s pretty simple…what’s the biggest problem at starbucks…the wait (that is if you’ve come to terms with 6 dollar coffee)…so their app goes right at their top problem. That’s how value is built.
https://econsultancy.com/case-studies/how-starbucks-mobile-apps-are-improving-loyalty-and-customer-experience