PERSUASIONSurefire Psychological Tactics To Boost Your

Conversion Rate

Stephen Pavlovich

Conversion rate optimisation = making

more people do what you want

PERSUASION USABILITYMore visitors want to convert

More visitors can convert

PERSUASION

Principles of persuasion Why they work How you can implement them

online

Persuasion isn’t new

Persuasion isn’t new

The media are new

The ability to test is new

We can take inspiration from many sources – not

just online

perpetualplum [photo]Matt

PERSUASIONHow it works

People develop cognitive shortcuts –

assumptions

People develop cognitive shortcuts –

assumptions

These can be manipulated

Expensivemrapplegate

Good

iujaz

Expensive Good

blakie

Expensive Good

Expensive = Goodblakie

Alexisol

CHIVAS EFFECTQ: How do you increase sales?A: Put the price up

http://wiki.darkpatterns.org

http://wiki.darkpatterns.org

http://wiki.darkpatterns.org

PERSUASIONTransactional

DAMAGING ADMISSIONS

planetina

DAMAGING ADMISSIONS

planetina

Dave John

DAMAGING ADMISSIONS

planetina

Dave John

“Sometimes, John can be a little difficult to get along

with.”

Forces you to identify and overcome the main objections

Enhances your credibility (trust)

DAMAGING ADMISSIONS

“Where’s the free trial?”

“Where’s the free trial?”

Do you have a free trial?

Instead of a free trial, we include an “automatic moneyback guarantee”. If you’re not

completely happy in the first 30 days, you can get an automatic

refund. No phone numbers to call, no forms to fill in. Just click one

button and you’re done.

What are the main reasons why a visitor might not buy from you?

How can you turn this into an advantage?

DAMAGING ADMISSIONS

APPLES AND ORANGES

planetina

SCARCITY (POST-SCARCITY)

planetina

SOCIAL PROOF (ENGINEERED)

planetina

PERSUASIONMembership

Gym membershipyuan2003

Cults

RETENTION STRATEGIES

Welcome Ongoing Cancel

Usage + habits

Community

Pain of loss

Barrier to exit

Reactivate

RETENTION STRATEGIES

Welcome Ongoing Cancel

Usage + habits

Community

Pain of loss

Barrier to exit

Reactivate

RETENTION STRATEGIES

Welcome Ongoing Cancel

Usage + habits

Community

Pain of loss

Barrier to exit

Reactivate

RETENTION STRATEGIES

Welcome Ongoing Cancel

Usage + habits

Community

Pain of loss

Barrier to exit

Reactivate

RETENTION STRATEGIES

Immediate impact Community

RETENTION STRATEGIES Part of a community. Guilty about leaving. Personal

relationship. Bonds with other members. Commitment to the product. Success stories after the sale,

not just before. Use it. Lovefilm – always 10 in your queue (suggestions).

Value them. Get feedback and improve the product (covers community too).

Pain of loss. Ppl want to avoid loss, so resell benefits. Barrier to exit. Increase benefits the longer they’re a

member. Retarget canceled members. Offer specific to why they quit

(scarcity – not around for ever, consistency – you quit because of this, now we fixed it).