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science (and practice) of persuasion profiling presented at the 6th Design for Conversion in Cologne. #dfc6
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Persuasion Profiling @ DfC
Maurits Kaptein & Arjan Haring
Emperical work by Dean Eckles, Steven Duplinksy & Maurits Kaptein
Meet Bob:
• Bob likes to Race bikes
• Bob reads science fiction novels
• Bob’s favorite color is orange
DfC for Bob(15.063)
We selected the product to fit Bob:
We AB tested the crap out of the buttons:
Bob didn’t buy….
Why Bob did not buy:
(15.063)
6 Principles of Persuasion
Social Proof Liking Authority
Commitment
Scarcity
Reciprocity
Responses to Persuasion
Large individual differences But people are consistent
“Trying every trick in the book” fails
Persuasion ProfilingLearning Algorithm Suggestion Engine
Social Proof
0 ... ... 6
Authority
1 1 ... Bob ... 23
Scarcity 0 ... ... 9
… ... ... ...
Optimize Explore - Exploit
How do you use persuasion?
Design your Persuasive Strategies
Measure their success
Optimize your designsDynamically
At an individual level
www.persuasion-profiling.com