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This presentation is a short overview of the basics of online persuasion, the cornerstone of Persuasion Labs(TM). Specializing in convincing users to click (and convert) based on the ethical application of proven, psychological principles of decision-making & persuasion, Persuasion Labs works with ecommerce clients to improve their web usability, IA and messaging... with the help of A/B & multivariate tests to prove results.
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PERSUASION ARCHITECTURE7 Principles of Persuasion to Apply to
Your Online Marketing Messaging/Copy
A Persuasion Labs™ Presentation
Traditionally, we’ve understood the way we organize information to be
information architecture.
(Simply put.)
PERSUASION ARCHITECTURE
takes that further.
It’s about applying proven principles of persuasion to the layout (e.g., wireframes)
and messaging of websites.
Good Web Messaging to Date
• “What’s in it for me?”
• Benefits first, features second
• Break it up (chunking)
• Use bullets and bolding
• Create a hierarchy
• Clever/Creative vs. clear
THE IDEA:Make content usable to make it easier for users to read our messages
Still GREAT
Newfangled Messaging Adds
• Highlight words (as with a highlighter pen)
• Increase font sizes
• Capitalize headlines
• Mix up fonts
• Use a “ragged right”
AWESOME, too
…But we can actually convince users to click with
persuasive messaging as a part of
persuasion architecture.
The 7 Principles of Persuasion:An Introduction to How to Persuade Consumers
7 Principles of Persuasion
1. Reciprocity2. Authority3. Commitment/
Consistency
4. Scarcity5. Liking6. Compromise7. Social Proof
Based on extensive research by behavioral psychologists, social psychologists and decision researchers, including:
Robert B. Cialdini, PhDNoah J. Goldstein, PhD
Steve J. MartinNeil Martin, PhD
RECIPROCITYWhen someone does you a favor
(does something nice for you), you feel obligated to return the favor.
AUTHORITYWe look to experts for guidance
as we make our decisions.
COMMITMENT/CONSISTENCYWe make commitments and
have values. And we want to act consistently with both of those.
SCARCITYYou can’t have it… so you want it.
LIKINGThe more we like people,
the more we want to say yes to them.
COMPROMISEWhen given multiple options,
we assess our needs vs. wants and choose in the middle.
SOCIAL PROOFWe look to what others do to guide our own decisions and
behavior.
Some PROOF That These Principles Actually Persuade
Give a Coke. Get a sale.
A man was in a room with another man. He left the room and came back with a can of Coke for himself and the other man. Later, he asked the man if he wanted to buy some raffle tickets.
RESULT:People who received a Coke ended up
buying 50% more raffle tickets than those who didn’t get one.
Reciprocity
Expensive helps persuade.
Williams Sonoma carried just one inexpensive bread-maker. Then they introduced a more expensive one… and sales of the less expensive one nearly doubled.
TAKEAWAY:People make “compromise
choices”. So putting an expensive product next to the
one you actually want to sell can help increase sales.
(Conversely: Good luck selling expensive if it’s next to
cheap!)
119.95 199.95
Compromise
Well, if everyone’s doing it…Decision researchers ran a test in a hotel room. One card
read, “Please be kind to the environment and reuse your towels.” The other read, “89% of our guests reuse their towels.” The second message resulted in a 26% increase in participation.
TAKEAWAY:Even though people say
they’ll act based on one message, they
may actually act based on social ‘pressure’.
SocialProof
Why Can People Be So Easily Persuaded?
The power of habit
• 95% of the actions we take every day are based on habit– We think consciously about just 5% of our
decisions (using our “executive mind”)– We don’t actually process thoughts for each
of our decisions
• People depend on routine & automatic behaviors to survive (which is why you don’t remember details of your
drive to work every morning)
So, when the usual signs are right, we trust that we’re doing the right thing.
Getting those signs right is where persuasion messaging & architecture
comes in.
NEXTApply these 7 principles (and additional learnings) ethically to your messaging & layouts to maximize
persuasion opportunity.
(Watch for a PPT on that on SlideShare.net soon.)
LANCE JONES, Senior Web ConsultantJOANNA WIEBE, Senior Copy Consultant
Call us in North America at 778-430-1811