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An adapted version of my presentation to the Design for Persuasion conference in Brussels, Oct 2009. This version was presented to the London IA event Nov 2009.
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6 Persuasive Principles for Digital EffectivenessRichard Sedley
http://architectures.danlockton.co.uk
Trigger the behavior!
High motivation
Lowmotivation
Lowability
Highability
Incre
asing lik
eliness to
perfo
rm
targ
et behavio
r
BJ Fogg: behaviormodel.org
www.behaviormodel.org
01 Persuasion Windows
• when you are in a good mood
• when your world view no longer makes sense
• when you can take action immediately
• when you feel indebted because of a favour
• immediately after you have made a mistake
• immediately after you have denied a request
Stanford University, Persuasive Technology Lab, 2003
Persuasion windows open…
Persuasive Technology: Using Computers to Change What We Think and Do, BJ Fogg
02 Storytelling
Copyright: Steve Double - www.double-whammy.com
Storytelling
• PASSION to make your customers care
• a HERO to drive the action
• an ANTAGONIST to challenge the hero
• a moment of AWARENESS where the hero realises how to
overcome his or her obstacles
• TRANSFORMATION wherein the hero accomplishes his or
her desired goals
Elements of a good story
The Elements of Persuasion: Use Storytelling to Pitch Better, Sell Faster & Win More Business, Richard Maxwell & Robert Dickman
03 Social proof
Experiment: Milgrim, Bikman and Birkowitz
Social proof
Social proof
05 Error / correction
05 Reciprocity
Form Whitepaper
Whitepaper Form
A B
Conversion rate = 84% Conversion rate = 72%
44%completion accuracy
91%completion accuracy
Embedded Persuasive Strategies to Obtain Visitors’ Data. Gamberini, Petrucci, Spoto, Spagnolli
Reciprocity
06
Relativity
68%
32%
Value is relative
Value is relative
84%
16%
0%
William-Sonoma £275 1988
1. Persuasion Windows
2. Storytelling
3. Social proof
4. Error / correction
5. Reciprocity
6. Relativity
Persuasive Principles for Digital Effectiveness
