Persuasive e-commerce

2) Practice 6) Scarcity 1) Reciprocation 5) Liking 4) Authority 2) Commitment & Consistency 3) Social Proof DO Familiarity heuristic Choice Paralysis Trust Logo's Other users User statistics What other customers do Testimonials Online-persuasion.com 'Psychology of E-commerce' blogseries on gxjansen.com Hire Guido Let's Connect! @gxjansen | guido@online-dialogue.com Leave your business card to receive some exclusive material in your inbox 6 Weapons of Influence What's next? DON'T Faking (reviews, statistics) Too many options Get people to buy things they don't want Get personal in a creapy way Overdoing it / being too obvious Reversed Reciprocity Copy other sites Be authentic, ethical and honest Instead of only positives: Show downsides when customers don't buy your product Use pictures/ examples your audience can relate with Show products (software too!) and services Let people discover what they actually want Focus on retention Make it personal Test! Our decisions are for 90-99% unconscious The power of 'because' You have a problem ... but there is a solution! Gimme more! 6,3% - average order €90,- 14,1% 40,6% May I use the Xerox machine? May I use the Xerox machine because I'm in a rush? May I use the Xerox machine because I have to make some copies? Offline: 20 - 25% Online: 2 - 10% Average conversion rates (numbers for fashion, but the general trend applies to most sectors) Online lacks several used in offline stores Heuristics LIMITED Knowledge Time Resources Use Heuristics and Cognitive Biases to influence behavior Deadly situations big Why is online conversion so ? 9,50% - average order €430,- Some very good online conversion rates low 1,5x more people die in a swimming pool than the 3 other situations... Airplane Crash Terrorism Any natural disaster Swimming Pool Actual statistics Numbers based on some internet research and Internetretailer Top 300 Europe Edition 2011 gui.do/onpersuasion Perceptual Contrast / Framing Automated thoughts and actions ...COMBINED $8 $13 $20 $8 $13 $20 $45 Motivation Ability Triggers online marketing Interaction/ UX Persuasion technology + + - - Fail Succes Activation Threshold Elements of Simplicity BJ Fogg, 2007 Time Money Physical Effort Brain Cycles Social Deviance Non-Routine Simplicity differs for each person Simplicity differs by context True versus Perceived simplicity Put “Hot Triggers” in the path of your user Researchers asked some residents of an area to accept and display a small 3-inch sign that said “BE A SAFE DRIVER”. Almost all did. Two weeks later, the researchers sent another representative around to ask both this group and another group of residents that had not received the first contact to allow a large billboard saying “DRIVE CAREFULLY” on their front lawns. As part of the request, they were shown a picture of a nice house almost completely obscured by a very large, poorly lettered sign with that message. 83% of the residents who had not received the first request refused, but 76% of those who had accepted the small sign agreed to placement of the large one! Moreover, in a further variant, the residents were first asked to sign a “Keep California Beautiful” petition. Two weeks later, they are asked about placement of the large billboard, and 50% agreed, even though the first request differed in subject (beauty) and action (signing)! The researchers theorized that the first action actually changed way the participants viewed themselves, e.g., “public-spirited citizens” in a way that influenced them to act in accordance with that view in the future. 94% - 60% - 93% Free newsletter Free eBook Free tutorials Free tips Free webinar/podcast Free software Free apps Free trial … Scarcity in Time Amount/ Stock Access ... Let's get our hands dirty! Make a group with 2 or 3 people Pick a card & read it Go to the website See how you can optimize the page using the card Repeat PS: It's not just these six, there are many more! Problem: "All things being equal, people will do business with a friend. All things being unequal, people will still do business with a friend." Mark McCormack Attractiveness Similarity Compliments Get likeable people to promote you Key Factors Scarcity Heuristic Anchoring and adjustment heuristic Let's try this.... Availability heuristic Be the first Be unexpected Give something that has real value to the recipient Put a personal face on your gift Keep on giving Don't apply reverse reciprocity Use the senses More sensory input = more dopamine release 47% more conversions 67% more turnover per sale Especially effective with: same kind of people uncertainty inexperience quantity vs quality intuition / common sense / rule of thumb / educated guess Expensive = Good Quality Beautiful = Userfriendly Unknown = Creapy Shiny = New Familiar = Safe Because... = a (good) reason More = Better White coat = truth Travis Dane, Under Seige 2 Cognitive Bias / Prejudices Sasquatch music festival 2009 Story: Derek Sivers: How to start a movement (TED) Dynamic websites tuned to specific audiences Everyone gets a different sales pitch One More Thing: E-commerce in 2016 behavioral targetting / persuasive profiling Now: Future: "Trying every trick in the book" Large individual differences (...but people show consistent behavior) Problem: Persuasion B.J. Fogg, 2003 Technology Functionality Usability Persuasion Online Optimizations @gxjansen @onlinedialogue personalization direct feedback sensory input no commitment until checkout We all have many biases and we're not even aware of most of them Experiment! 1) Theory 3) Future Total Orders Total Visitors x 100 = conversion rate 300 orders 20.000 visitors x 100 = 1.5% conversion rate 60% 94% 93% 6 options 24 options Tasting Buying 40% 60% (cc) image by anemoneprojectors on Flickr Jam Experiment Already in Magento: Customer segmentation Visitor segmentation Rule based product relations Customer group pricing Automated e-mail reminders Web subscription Print subscription Web & Print subsciption $59 $125 $125 16% 0% 84% 68% 32% 12% 1.6% Research Process Optimization "an attempt to change attitudes, behaviors or both (without using coercion or deception)" Online Persuasion @gxjansen | #JD13NL