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7 Decision Science Secrets that Drive Digital Behavior
Nancy HarhutMay 27, 2015
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1. Harder to reach people– Crowded inboxes– Surging unsubscribes– Banner blindness– 27 million pieces of content/day (NewsCred)– 10 seconds on a page (Nielsen Norman Group)
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2. Waning attention spans(National Center for Biotechnology Information)
Average human attention span = 8 seconds
Average goldfish attention span = 9 seconds
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3. 95 % of decision- making takes place in the subconscious mind.
--- Gerald Zaltman, Harvard Business School,
“How Customers Think”
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DECISION MAKING SHORTCUTS
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The brain doesn’t like logical, rational, conscious thinking-
and will take any shortcut it can
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Unless…
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COMMITMENT / CONSISTENCY
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Drive Safely
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PledgeRegister
Trial MembershipAnswer question
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LOSS AVERSION
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CHOICE ARCHITECTURE
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COGNITIVE FLUENCY
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Hard to Read
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Woes unite foesVs.
Woes unite enemies
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PRICING PERCEPTIONS
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$120
$120.00
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$34
$39
$44
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Money prime:• More selfish• Less likely to help others• More self-reliant
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COPY NUDGES
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Is it ok to smoke whileyou pray?
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Is it ok topray while you smoke?
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5 Ws and 1 H
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DESIGN NUDGES
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Color• Increases brand recognition up to 80%• Improves readership up to 40%• Increases comprehension by 73%• Can be up to 85% of the reason people
decide to buy
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Nancy HarhutChief Creative Officer
Thank you!
