Maximize sales & loyalty through Persuasion design

Pieter Jan Troost - partner and strategy director

How to design behavior

Become customer

Stay loyal

Behaviour design(Persuasion)

Drive green

Drive green

BJ Fogg Behavioral Model

Trigger

Motivation

Ability

B=MAT

8% CR

72% OR 35% CTR

B=MAT

Part I Apply behavior design

to maximize Sales

Trigger

Motivation

Ability

A

B

Dr. Robert B. Cialdini, author of ‘Influence’

Social proof & Scarcity

19

19

+xx%

Dr. Robert B. Cialdini, author of ‘Influence’

Q: Aren’t people getting immune to motivational persuasion?

With every addition, you increase complexity (=reduce ability).

Trigger

Motivation

Ability

A B

Reduce choice

+1000%

+147%

Reduce elements

+xxx%

Help choosing

+ xx%

Part II: Apply behavior design to maximize Loyalty

Loyalty as attitude, hoping for behavior

Trigger

Motivation

Ability

Behavior design approach to loyalty

Persuade to loyal behaviour

Next purchase, Renewal, Upsell, Cross sell

The usual triggers

Commitment

Commitment

60% users

Commitment

Endowed Progress Effect “people provided with artificial advancement toward a goal

exhibit greater persistence toward reaching the goal.”

x 2

Set competency

Set competency

Prevent disloyal behaviour

Switch, Quit, Look around, Compare prices of others

Trigger

Motivation

Ability

B A

A

Create habits, breaking them is hard

Make them think twice

Make them think twice

-22% unscribers

Make them think twice

The most powerful principle for

loyal behavior?

How to save the most subscribers?

91%1. charities 2. prices to win 3. gained points 4. cheaper subscription

Lottery Experiment

Losses are twice as powerful, psychologically, as gains

Loss aversion is the most powerful principle

Loss aversion

Loss aversion

Thank youpieterjan@buyerminds.nl