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Leveraging Psychology for e-commerce Presenter: Kath Pay Marketing Director, cloud.IQ Co-Founder, Plan to Engage
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• Marketing Director, cloud.IQ, Co-Founder, Plan to Engage
• Email Marketing Consultant, Trainer & Speaker
• Lead trainer for Email Marketing for Econsultancy & the IDM in the UK
Your presenter – Kath Pay
@kathpay @cloudiqapps
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Some of our clients
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Use this information responsibly!
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Want to view the recorded webinar?
Please click here to gain access
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Leverage Personalities
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4 types of web users Jakob Nielsen 2007
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4 very different approaches
A: Search Dominant/Compe<<ve B: Naviga<on Dominant/Methodical C: Tool Dominant/Spontaneous D: Successful/Humanis<c
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Methodical – HOW-‐type Ques6ons Humanis6c – WHO-‐type Ques6ons
What's the fine print? How does this work? How can I plan ahead? What proof do you have? Can you guarantee that?
How will your product or service make me feel? Who uses your products/service? Who are you? Tell me who is on your staff, and let me see bios What will it feel like to work with you? What experience have others had with you? Can I trust you? What are your values?
Spontaneous – WHY & WHEN Compe<<ve – WHAT-‐type Ques<ons
How can you get me to what I need quickly? Do you offer superior service? Can I customize your product or service? Can you help me narrow down my choices? How quickly can I take ac<on and achieve my goals? Why will this let me enjoy life more?
What are your compe<<ve advantages? What makes you the superior choice? What makes you a credible company? What can you do to help make me look cuYng edge? What are your creden<als? What can you do to help me achieve my goals?
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Spontaneous
Humanis<c
Methodical
Compe<<ve
Design for Personalities
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Two main drivers innate to us all
To Avoid Pain To Gain Pleasure
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loss aversion refers to people's tendency to strongly prefer avoiding losses to acquiring gains. Some studies suggest that losses are twice as powerful, psychologically, as gains.
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Loss Aversion/Scarcity
The desire to avoid loss is a strong motivator for many.
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Scarcity
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Animated gif to assist you
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Priming
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Priming Experiment
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Use emo<on to engage them
• Drawing audience in emo<onally by using images to prime them
• 11,000 visitors tested for each page
• Increased conversions by 40.18%
Visual Website Op<mizer
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Cognitive Ease
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Use explicit visual guides
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Use Implicit visual cues
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Help them to make a decision
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Images can be powerful
Source: Neuromarke<ng
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Use images to support your objective
Source: Neuromarke<ng
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Which is true?
• Adolf Hitler was born in 1892
• Adolf Hitler was born in 1887
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Make the objective clear
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Social Proof
When making decisions, we often look at the behavior of others as an example.
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Wisdom of the Crowd
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Modcloth – shoppers vote on future styles. 2 x sales
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Betfairs case Study The test hypothesis was that replacing the mobile offering (which potentially encouraged audience to channel hop) with a message that emphasised a persuasion principle should have greater impact on conversions and increase the clickthrough rate (CTR) to the registration page. VisualWebsiteOp<mizer
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Reciprocity
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Loss Aversion
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Socialproof – 7% uplift in CTR
96% Sta<s<cal Confidence
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Commitment/Foot in the Door
Agreeing to a small task will make it harder to say no to a large task later.
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A consistency & commitment experiment
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Use the power of a subtle nod The consistency principle: get them to answer “yes” to a couple of questions
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Case Study: Control version
Marke<ngExperiments
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400% uplift in CTR’s
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Anchoring Effect
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• Did Mahatma Gandhi die before or after the age of 35?
• Did Mahatma Gandhi die before or after the age of 140?
Q: How old was Mahatma Gandhi when he died?
How old was Ghandi when he died?
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Framing
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Which one is more reassuring?
Same information – just framing it differently
• The odds of survival one month ader surgery are 90%
• Mortality within one month of surgery is 10%
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“Get” not “Buy”
State the benefit rather than what they are parting with. Positive VS negative. WIIFM is obvious.
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Sequence matters
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Who do you think has the better characteristics?
• Alan: intelligent-‐ industrious – impulsive – cri<cal – stubborn – envious
• Ben: envious – stubborn – cri<cal – impulsive – industrious -‐ intelligent
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Remember to test everything!
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