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Transcript of Persuasive e-commerce
2) Commitment &
3) Social Proof
What other customers do
'Psychology of E-commerce' blogseries on gxjansen.com
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6 Weapons of Influence
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
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
Our decisions are for 90-99% unconscious
The power of 'because'
... but there is a solution!
There's (much) more!
6,3% - average order €90,-
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
Why is online conversion so ?
9,50% - average order €430,-
more people die in a swimming pool than the 3 other situations...
Any natural disaster
Numbers based on some internet research and Internetretailer Top 300 Europe Edition 2011
Perceptual Contrast / Framing
Automated thoughts and actions
Elements of Simplicity
BJ Fogg, 2007
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%
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
PS: It's not just these six, there are many more!
"All things being equal, people will do business with a friend.
All things being unequal, people will still do business with a friend."
Get likeable people to promote you
Anchoring and adjustment heuristic
Let's try this....
Be the first
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
intuition / common sense / rule of thumb / educated guess
Expensive = Good Quality
Beautiful = Userfriendly
Unknown = Creepy
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
E-commerce in 2016
behavioral targeting / persuasive profiling
Large individual differences
(...but we see consistent behavior
on an individual level)
We all have many biases
and we're not even aware of most of them
x 100 = conversion rate
x 100 = 1.5% conversion rate
(cc) image by anemoneprojectors on Flickr
Rule based product relations
Customer group pricing
Automated e-mail reminders
Web & Print subsciption
B.J. Fogg, 2003
Casualties from deadly situations
Online Merchants have a problem
Some very good e-commerce conversion rates
"Optimize for the average customer"
Communication is the same for everyone
"an attempt to change attitudes, behaviors or both (
using coercion or deception)"
One More Thing
Photo by Ryan Roberts (CC BY-NC 2.0)
We love to share!
Again: Always Be Testing
"In the past month [x] customers
bought this product"
Socially acceptable products
Socially undesirable products
Autonomy + positive reinforcement
Stress and decision making
Emotions and webcare
The ugly brother effect
Version A: no limit per person
Version B: limit of 12 cans per person
Version A: average 3 cans sold
Version B: average of 7 cans sold!
Bat + ball together cost $ 1.10
Bat is $1.00 more expensive than ball
How much $ is the ball?
Correct answer: 40.320
Big difference between online and offline conversion
We have many Cognitive Biases and we are not aware of most
We can use these Cognitive Biases to influence behavior
Quickly guess the outcome
Slides & additional info: gui.do/onpersuasion
Some simple math
Conference: All break-out sessions are public.
Except for one...
Slides & more: gui.do/onpersuasion
Who I am, according to
The future of the