changing the game of online marketing (the ping pong edition)
DESCRIPTION
My talk I will give at #convcon October 10 in Ft. LauderdaleTRANSCRIPT
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Changing the Game of Online Marketing
Persuasion Profiling
PersuasionAPI is a product created by Science Rockstars™
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Co Founder ScienceRockstars creators of PersuasionAPI
Initiator of Design for Conversion
Me
2 PersuasionAPI is a product created by Science Rockstars™
I am pretty sure
his name started
with a D.
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Science Rockstars was founded on the belief that good science leads to great business.
Science Rockstars
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Changing the Rules???
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New Rules of Online Marketing
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Less is More (Persuasion)
Persuade individuals rather
than a group
Learning beats testing
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The goal of persuasion is to change someone’s attitudes or behavior.
Persuasion
6 PersuasionAPI is a product created by Science Rockstars™
• Slide with the towell example
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Does Persuasion work?
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“Please reuse
the towels. Most
people reused
their towel
during their
stay”
“Please reuse
the towels. Most
people who
stayed in this
room reused
their towel
during their
stay”
PersuasionAPI is a product created by Science Rockstars™
8 Beta Launch presentations Q2 2012
It’s only partly what you want people to do, it’s how you ask it!
It’s how you ask…
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• Authority
• Commitment & Consistency
• Liking
• Reciprocity
• Scarcity
• Social Proof
9 PersuasionAPI is a product created by Science Rockstars™
Meet Bob: 6 Weapons of Influence
Bob Cialdini
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Online Persuasion
PersuasionAPI is a product created by Science Rockstars™ 10
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The Art of Persuasion
PersuasionAPI is a product created by Science Rockstars™ 11
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Advanced Persuasion
via Facebook
PersuasionAPI is a product created by Science Rockstars™ 12
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Putting Persuasive Triggers in
the Path of visitors
PersuasionAPI is a product created by Science Rockstars™ 13
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Scarcity
Social proof
Social proof
Consistency &
Commitment
Social proof Framing
Liking
Social proof
Scarcity
Scarcity
Social proof
Consistency &
Commitment
Social proof
What you already should be doing
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Less persuasion is
more persuasion
PersuasionAPI is a product created by Science Rockstars™
1. “100s of others have taken this study before.”
2. “Professor Ford recommends taking this study.”
3. “There are only 18 hours left to participate in this study.”
VS
1. “100s participated, & Professor Ford recommends it.
Only 18 hours left.”
2. “Prof. Ford recommends it, 100s participated, only 18 hours left.”
3. “Only 18 hours left, & Professor Ford recommends it.
100s took it.”
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PersuasionAPI is a product created by Science Rockstars™
People are different (duh!)
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Slide with the towell example
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Not everyone obeys
the laws of social proof
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Slide with the towell example
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There are people that
question authority
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People are consistently different
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Persuade individuals rather
than a group
PersuasionAPI is a product created by Science Rockstars™ 20
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Persuasion Profile:
A persuasion profile is a collection of the
estimates of the effect of persuasion principles
for each individual customer
Normal Page:
A1 (Scarcity):
A2 (Authority):
A3 (Consensus):
Effect
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Normal Page:
A1 (Scarcity):
A2 (Authority):
A3 (Consensus):
Effect
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We log the success
• We can monitor the success of each page served to a user.
• We will keep updates of the average performance of your served
page variations, and of the performance for each client.
Normal Page:
A1 (Scarcity):
A2 (Authority):
A3 (Consensus):
Effect
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We improve our advice
• Based on the response of each visitor we will update our advice
for that user
• The new advice is a combination of the response of that visitor, as
well as that of other clients
Normal Page:
A1 (Scarcity):
A2 (Authority):
A3 (Consensus):
Effect
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Normal Page:
A1 (Scarcity):
A2 (Authority):
A3 (Consensus):
Effect
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User navigates, we improve
• And so on, for each individual customer...
• Real time analytics is most effective in predicting
behavior
Normal:
A1:
A2:
A3:
Effect
First page served:
Normal:
A1:
A2:
A3:
Effect
Second page served:
Normal:
A1:
A2:
A3:
Effect
Third page served:
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Increasing chance of conversion for each customer individualy
Normal:
A1:
A2:
A3:
Effect
Third page served:
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Wait… There’s more! Bridging optimalization and personalization
Normal:
A1:
A2:
A3:
Effect
Third contact:
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CRM
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Paving the way for Multi-channel Persuasion
Normal:
A1:
A2:
A3:
Effect
Third contact:
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Exploit vs. Explore
What if it’s the first visit?
How much learning do you need?
Learning beats testing
(any day)
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Make out like a Bandit
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Optimize conversion over time.
It will beat your A/B test…
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Optimize the choice of persuasion principles at the level of individual clients
And we will get better…
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Paradigm Shift
in Online Marketing
VS
Content Test Decide Content & Coninuous Optimization
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It really works…
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It works on different levels
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How can you be as successful as the others?
A Persuasion Profiling Case…
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• Slide with the towell example
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Casestudy Philips Directlife:
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• Slide with the towell example
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Philips Reminder Email
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Dear ($ firstname $),
How are you doing? We hope all is well. It is $#$ days since the last
time you connected your Activity Monitor.
[ $ Message $ ]
We would like to remind you to connect it to your PC soon and stay in
touch with Philips DirectLife
Sincerely,
The DirectLife Team
• Slide with the towell example
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Scarcity Email
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1. We would like to remind you to connect it to your PC soon
and stay in touch with . . . . Today is a great day to start so
make sure you do not miss out on your participation in . . . !
2. Any chance to connect your Activity Monitor is a chance to
learn about your own activities. Take the opportunity to
learn about your activities right now.
PersuasionAPI is a product created by Science Rockstars™
• Slide with the towell example
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Authority Email
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1. Experienced coaches recommend frequent uploads of
your activity data. This will help you to gain more insight
and be more active!
2. Activity experts recommend moderate to high activity on
a daily basis and connecting to the . . . platform will help
you to reach this target!
PersuasionAPI is a product created by Science Rockstars™
• Slide with the towell example
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Social Proof Email
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1. People like you who connect their Activity Monitor
frequently with their PC are more likely to benefit from the
program and obtain a healthy lifestyle!
2. 6. Thousands of people are participating actively in the
program and they stay connected at least once a week.
Join the group!
PersuasionAPI is a product created by Science Rockstars™
• Slide with the towell example
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Cialdini on Steriods
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PersuasionAPI is a product created by Science Rockstars™
• Slide with the towell example
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Summarizing the results:
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Increase in email click-through: >100% (at the 5th reminder)
Increase in e-commerce revenue: >25%
PersuasionAPI is a product created by Science Rockstars™
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Persuasion Profiling
Are you ready to Beta?
PersuasionAPI is a product created by Science Rockstars™ 43
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@arjanharing
@persuasionapi
Now the game has changed,
what’s going to be your play?
Persuasion Profiling
PersuasionAPI is a product created by Science Rockstars™ 44