[Webinar] Persuasion Profiling: Changing the Game of Online Marketing

Copyright © 2013 - All Rights Reserved.
Persuasion Profiling:
Changing the Game of Online Marketing
Featured Speaker
Maurits Kaptein
Science Rockstars
@mauritskate
Host & Moderator
Tim Ash
SiteTuners
@tim_ash#PersuasionAPI

Copyright © 2011, SiteTuners.com - All Rights Reserved. 2
•is changing the concept of marketing without you even knowing
it!
Persuasion Profiling
Maurits Kaptein, CSO & CoFounder maurits@sciencerockstars.com

Copyright © 2011, SiteTuners.com - All Rights Reserved.
•Slide with the
towell example
3
3

•Slide with the
towell example
4
4

•Slide with the
towell example
5
5

Persuasion Profiling in 5 Simple
Questions..
And a few examples.
6

• The goal of persuasion is to change
someone’s attitudes or behavior.
Q1: Persuasion?
7

• Slide with the
towell example
8
Q2: Does that work?
8
“Please reuse
your towel”
“Please reuse
your towel.
Most people
reused their
towel during
their stay”
“Please reuse
your towel.
Most people
who stayed in
this room
reused their
towel during
their stay”

•It’s only partly what you want people to do, it’s how you ask it!
It’s how you ask…

6 Principles of Persuasion
10
10

•Should we use all the persuasion we can think of?
Q3: How do we use this?

Copyright © 2011, SiteTuners.com - All Rights Reserved. 1Beta Launch presentations Q2 2012
Persuasion Online
12

• Slide with the
towell example
1
No!
13
Clicks on multi-principle ads: .18 %
And on single principle ads: .36%

•Should we use the same principles for everyone?
Q4: Are we all the same?

2 Scenarios:
15
Effect of using a strategy
Average
Individuals
+-
Individuals
Effect of using a strategy
Average
+-

We are different, but consistent…

7
Persuasion Profiles
Wouldn't you like to know how to adjust
your (online) presence in a way that you increase
the chance of conversion for each user individually?
17

8
Persuasion Profile:
•A persuasion profile is a collection of the
estimates of the effect of persuasion
principles for each individual user
Normal Page:
A1 (Scarcity):
A2 (Authority):
A3 (Consensus):
Effect
18
Normal Page:
A1 (Scarcity):
A2 (Authority):
A3 (Consensus):
Effect

1
9
It’s a new dimension:

•How can you use persuasion profiles on your website, in your
emails, or in other channels?
Q5: How is it done?

Step 1: Review your Sales Strategy
Implementations
21
Marketeer

Step 2: You integrate with the PersuasionAPI
Cloud Services
1) Point to PersuasionAPI
Service
Your web server PersuasionAPI server
2) Dynamic adjustments on Page
based on PersuasionAPI adviceid
3) Hooks for user behavior
monitoring (log event, view event,
success event)
22

Example of adjusted page
•1: Log Client ID (e.g.
via dynamic image,
cookie, etc)
•2. Link(s) to log
success of the Sales
Strategy
•3. Hooks to log non-
responsiveness to a
Sales Strategy
23

Step 3: We log the success
• Based on the dynamic image and the link 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.
Normal Page:
A1 (Scarcity):
A2 (Authority):
A3 (Consensus):
Effect
24

Step 4: We improve our advice
• Based on the response of each client we will update our advice for that
user
• The new advice is a combination of the response of that client, as well
as that of other clients
Normal Page:
A1 (Scarcity):
A2 (Authority):
A3 (Consensus):
Effect
25
Normal Page:
A1 (Scarcity):
A2 (Authority):
A3 (Consensus):
Effect

Step 5: User navigates, we improve
• And so on, for each individual client...
• Real time analytics is most effective in predicting
behavior
Normal:
A1:
A2:
A3:
Effect
First page served:
Normal:
A1:
A2:
A3:
Effect
Second page served:
Normal:
A1:
A2:
A3:
Effect
Third page served:
26

•What if it’s the first visit?
How much learning do you need?
Explore vs. Exploit

8
Competing Principles
28

•Optimize conversion over time.
It will beat your A/B test…

•Optimize the choice of persuasion principles at the level of
individual clients
And we will get better…

•How do you know persuasion profiles are successful?
Some Results…

You test it!
• 20% of your clients will receive your original page
• 80% will receive pages with persuasive content that is
dynamically updated
32

So, where did those examples go?
34

Beta Launch presentations Q2 2012
Example 1: AmEx

Example 1:Three versions:

Example 1: Social proof:
“Join one of
the most
popular
insurance
programs
world-wide”

Example 1: Authority:
“The lonely
planet, the
world-wide
travel expert,
recommends…
”

Example 1: Scarcity:
“Only this
week: 10%
discount on
annual Select
and Prestigue
Policies”

• Slide with the
towell example
4
Results
40
Increase in email click through: >100%(at the 5th reminder)
Increase in e-commerce revenue: >25%

1
Persuasion Profiling
www.persuasionapi.com
www.sciencerockstars.com
Read about us on Wired,TechCrunch, Forbes.com
41

Wow!
@persuasionAPI

Copyright © 2013, SiteTuners - All Rights Reserved.
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• Video transcript recorded via GoToMeeting
• Includes AttentionWizard “attention heatmap” of page
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Other 2013 shows:June 11-12
Chicago Chicago – June 11-12
Boston – September 30- Oct 1
Paris – June 6
London – October 23-24Use promo code “ROCKSTARS”
Berlin – November 4-5

Q&A and Contact Info
tim@sitetuners.com
(619) 990-9062 mobile
(619) 223-8020 work PST
twitter @tim_ash
www.linkedin.com/in/timash
facebook.com/tim.ash1
skype tim_ash1

[Webinar] Persuasion Profiling: Changing the Game of Online Marketing

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[Webinar] Persuasion Profiling: Changing the Game of Online Marketing