online influence, tamk 2014
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W i n d e s h e i m z e t k e n n i s i n w e r k i n g
Persuasive design
W i n d e s h e i m z e t k e n n i s i n w e r k i n g
Louis Klomp
W i n d e s h e i m z e t k e n n i s i n w e r k i n g
Windesheim
W i n d e s h e i m z e t k e n n i s i n w e r k i n g
Zwolle
Zwolle
W i n d e s h e i m z e t k e n n i s i n w e r k i n g
Persuade, verb [pəˈsweɪd]
1. to cause to believe; convince2. win approval or support for3. win (someone) over
W i n d e s h e i m z e t k e n n i s i n w e r k i n g
Robert B. Cialdini, PH.D
W i n d e s h e i m z e t k e n n i s i n w e r k i n g
1. Reciprocation
People tend to keep the balance between give and take.
When they receive a gift, they will feel obliged to do something in return
‘The Old Give and Take–and Take’
W i n d e s h e i m z e t k e n n i s i n w e r k i n g
As soon as we take a stand, we feel a strong urge to follow through in a consistent way
‘Once you’ve started, you have to finish’
2. Commitment & Consistency
W i n d e s h e i m z e t k e n n i s i n w e r k i n g
Which one would you go to?
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3. Social proof
If other people like a product or service, you tend to like it as well
’Truths Are Us’
W i n d e s h e i m z e t k e n n i s i n w e r k i n g
W i n d e s h e i m z e t k e n n i s i n w e r k i n g
Case: Essent
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Testimonials/reviews
Quotes by clients commenting on your products or services
– Dare to show critical or neutral testimonials te tonen (credibility)
– (user)names en personalinfo
– ratings or grades
W i n d e s h e i m z e t k e n n i s i n w e r k i n g
4. Liking
Sympathy makes you weak. It will make you give, and do, more for a person you like
W i n d e s h e i m z e t k e n n i s i n w e r k i n g
Liking is accomplished by…
– Being good looking ;-)
– Being similar
– Giving compliments
– Trust, familiarity with positive association
• Team work (think along)
W i n d e s h e i m z e t k e n n i s i n w e r k i n g
W i n d e s h e i m z e t k e n n i s i n w e r k i n g
5. Authority
People tend to believe someone merely because he or she is an expert in a certain field
W i n d e s h e i m z e t k e n n i s i n w e r k i n g
6. Scarcity
If a product’s availability isn’t unlimited, the pressure of buying increases
W i n d e s h e i m z e t k e n n i s i n w e r k i n g
Persuasion by
1. Reciprocation
2. Commitment and consistency
3. Social proof
4. Liking
5. Authority
6. Scarcity
W i n d e s h e i m z e t k e n n i s i n w e r k i n g
Temperaments
“we’re all different”
W i n d e s h e i m z e t k e n n i s i n w e r k i n g
WIIFM?What’s In It For Me?
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WIIFM?
Every potential customer asks himself the question: WIIFM?
But how do you address each potential customer
Is there 1 way? Does it work for everybody?
W i n d e s h e i m z e t k e n n i s i n w e r k i n g
The ‘real’ world
A qreat sales person knows what kind of customer there’s in front of him and he alters his pitch accordinly
In E-commerce this is much more difficult, so you have to address all types at the same time!
W i n d e s h e i m z e t k e n n i s i n w e r k i n g
Myers-Briggs Type Indicator
W i n d e s h e i m z e t k e n n i s i n w e r k i n g
4 types of behavioural preferences
Everybody has a preference for at least one of the ‘temperament-groups’
– Methodical
– Spontaneous
– Humanistic
– Competitive
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Differences
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Methodical
– Like facts, presented logically and structured.
– Don’t like the ‘personal touch’
– They want to compare (tables en graphs!!!!!)
W i n d e s h e i m z e t k e n n i s i n w e r k i n g
Questions by the Methodical
– What are the details?
– What’s the fine print?
– How does this work?
– What are the product specs?
– What proof do you have?
– Can you guarantee that?
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Competitive
– Looking for competition.
– Curious
– Want to ‘get’ and control live
– Goal oriented, looking for solutions to problems
W i n d e s h e i m z e t k e n n i s i n w e r k i n g
Questions by the Competitive
– What are your competitive advantages?
– What are your credentials?
– What is your research?
– How can you help me achieve my goals?
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Spontanous
– Live here and now.
– Flexible
– Seeking change, innovations
– Quick discision makers
W i n d e s h e i m z e t k e n n i s i n w e r k i n g
Questions by the Spontaneous
– How can you get me to what I need quickly?
– Can you help me narrow down my choices?
– How quickly can I take action and achieve my goals?
– How will this let me enjoy life more?
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Humanistic
– Like to help others
– Relationship oriented
– Tend to put other people’s needs before their own
– Looking at the bigger picture
W i n d e s h e i m z e t k e n n i s i n w e r k i n g
Questions by the Humanistic
– Who uses your products/service?
– Who are you? Tell me who is on your staff, and let me
– see bios.
– What experience have others had with you?
– How will this help me strengthen relationships
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Study aid
W i n d e s h e i m z e t k e n n i s i n w e r k i n g
Study aid
W i n d e s h e i m z e t k e n n i s i n w e r k i n g
Sample copy
Buy the Coolpix camera and you’ll be taken great pictures within 5 minutes. We guarantee true colors and HD picture quality. With an image chip that’s rated the best by ‘Photographers Online’ and a patented lens, thousands already enjoy this camera!
W i n d e s h e i m z e t k e n n i s i n w e r k i n g
Sample copy
Buy the Coolpix camera and you’ll be taken great pictures within 5 minutes. We guarantee true colors and HD picture quality. With an image chip that’s rated the best by ‘Photographers Online’ and a patented lens, thousands already enjoy this camera!
Methodical
W i n d e s h e i m z e t k e n n i s i n w e r k i n g
Sample copy
Buy the Coolpix camera and you’ll be taken great pictures within 5 minutes. We guarantee true colors and HD picture quality. With an image chip that’s rated the best by ‘Photographers Online’ and a patented lens, thousands already enjoy this camera!
Competitive
W i n d e s h e i m z e t k e n n i s i n w e r k i n g
Sample copy
Buy the Coolpix camera and you’ll be taken great pictures within 5 minutes. We guarantee true colors and HD picture quality. With an image chip that’s rated the best by ‘Photographers Online’ and a patented lens, thousands already enjoy this camera!
Spontaneous
W i n d e s h e i m z e t k e n n i s i n w e r k i n g
Sample copy
Buy the Coolpix camera and you’ll be taken great pictures within 5 minutes. We guarantee true colors and HD picture quality. With an image chip that’s rated the best by ‘Photographers Online’ and a patented lens, thousands already enjoy this camera!
Humanistic
W i n d e s h e i m z e t k e n n i s i n w e r k i n g