online dialogue donderdag 9 september 2010 theorie sessie: persuasion

1. A bit of theory

2. Enable them to buy

Persuasion

3. Persuade them to buy

How to make them buy online..

Vrije wil = illusie Hersenen = impulsief Ratio = coping Online marketing = manipulatie

En het wordt alleen maar erger…

Pleasure

Pain

5 million years ago

We invented ʻverbalʼ

400.000 years ago

26/60

theory © http://onlinedialogue.com

icons © http://dryicons.com

Companygoals Customergoals€€€

Company

BehaviorBehavior

Prospect/client

The online dialogue

SocialenvironmentCompe9tors Media

How to persuade them to buy online?

9

2. Enable them to buy

Persuasion How to make them buy online..

Enable them to buy

11

http://www.youtube.com/watch?v=ZzR6ara8NTU

Enable them to buy

Accessibility conventions: 1.  Claim misspelled urls 2.  Do not use introʼs / splash pages 3.  Be sure your website supports at least 95% of the browsers used

by your visitors

12

Enable them to buy

Design conventions: 4.  Be sure online and offline are ʻin lineʼ 5.  Only use ʻweb colorsʼ 6.  Use a light background and dark text

(sans-serif) 7.  Remember color blindness

Enable them to buy

Homepage conventions: Make sure a user knows what to do within a few seconds!

8.  Offer a clear pay off on your homepage 9.  Offer a clear insight in the depth and width of your propositions

(products, services, target groups) 10. Make sure the main navigation has a high attention value 11. Offer direct access to the most important content or functionality

(killer content / functionalities)

Enable them to buy

Interaction conventions: 12.  Do not use more than 7 main navigation items 13.  Do not use multilevel breakout menus 14.  Use overview pages and breadcrumbs 15.  Use facet search and tagging for deep 16.  Open external links in a new window and internal links in the

same window 17.  Use tabs on (product-)pages (to serve different information

needs) 18.  Never use ʻclick hereʼ 19.  Place “next” on the right hand bottom and “previous” on the left

hand bottom

15

Enable them to buy

Interaction conventions: 20.  Have people in pictures look at your big-bold-button

16

Enable them to buy

Form conventions: 21.  First the product, than personal info 22.  Use logical ʻstepsʼ when you ask a lot of different information 23.  Explain why and how a visitor should fill-in a field 24.  Pre-fill known fields 25.  Do not make more than one contactinformation mandatory

(or phone, or mail, …) 26.  Offer tooltips (i or ?) for extra information 27.  Be polite and help users when a field is not filled in correctly 28.  Send friendly automated confirmation e-mails 29.  Provide feedback about what will happen next

17

Enable them to buy

Content conventions: 30.  Keep page titles short 31.  Use subheaders for every 1 or 2 paragraphs 32.  Front load the content within the paragraph 33.  Use bullets and numbered lists when possible

18

Enable them to buy

19

Persuasion

3. Persuade them to buy

How to make them buy online..

2. Persuading the mass •  What works for everyone?

1. Reciprocity

1.  First give 2.  People tend to return a favor…

•  Overrules most other persuasion influences! •  Society is build on reciprocity

22

1. Reciprocity

23

1. Reciprocity

24

1. Reciprocity

25

2. Make the virtual reality

•  People adore multi-sensory stimulation •  They want immediate satisfaction

26

2. Make the virtual reality

27

hebbe-hebbe-hebbe

2. Make the virtual reality

28

hebbe-hebbe-hebbe

2. Make the virtual reality

29

hebbe-hebbe-hebbe

2. Make the virtual reality

30

hebbe-hebbe-hebbe

3. Call-to-Action

•  Group your call-to-actions (POA) •  Make one ʻprimairyʼ call-to-action

Point-of-Action

Whatʼs the Call-to-action?

4. Commitment & consistency

•  Make prospects commit! •  If people commit, orally or in

writing, to an idea or goal, they are more likely to honor that commitment.

•  Even if the original incentive or motivation is removed after they have already agreed, they will continue to honor the agreement.

•  Cognitive dissonance; Despite contrary evidence, people are biased to think of their choices as correct.

33

4. Commitment & consistency

34

4. Commitment & consistency

35

5. Social Proof

•  Imitation: People will do things that they see other people are doing. •  Especially ʻmy kind of peopleʼ •  Especially ʻunsureʼ

36

5. Social Proof

37

5. Social Proof

38

6. Liking

•  People are easily persuaded by other people that they like. •  Attractiveness (helps a lot) •  Similarity •  Compliments •  Repetition •  Association

6. Liking

6. Liking

6. Liking

7. Authority

•  People will tend to obey authority figures, even if they are asked to perform objectionable acts.

43

Milgram experiments

7. Authority

44

8. Scarcity

•  Perceived scarcity increases value and demand •  Limited numbers or time •  Psychological reactance •  Recency & competetion

8. Scarcity

8. Scarcity

8. Scarcity

9. The ʻyesʼ flow

•  People tend to get in a ʻyesʼ flow when they are asked a couple of questions they will answer with ʻyesʼ •  Start with small easy questions •  Place your ʻbottleneck questionsʼ after the easy ones •  Do not ask for a ʻnoʼ

49

10. Perceptual contrast

•  Going down gets you higher than moving up •  First aim to high!

Dan Ariely: http://www.ted.com/talks/view/id/548

10. Perceptual contrast

•  First aim to high

10. Perceptual contrast

•  First aim to high

11. Priming & framing

•  Be positive •  Present a half full glass •  Do not use ʻnoʼ •  Use double discounts

12. Choice paralysis

•  When Customers Have More Choices, They Buy Less •  Keep it simple •  Provide comparison charts •  Use defaults •  Make recommendations

2. Persuading the mass •  What works for everyone?

26/60

26/60

theory © http://onlinedialogue.com

icons © http://dryicons.com

Companygoals Customergoals€€€

Company

BehaviorBehavior

Prospect/client

The online dialogue

SocialenvironmentCompe9tors Media

Deze tips zijn gepresenteerd op de Online Dialogue donderdag.

Je kunt deze 2 maandelijkse kennis sessie in Utrecht sessie zelf bijwonen!

Schrijf je nu in: http://onlinedialogue.com/donderdag

Volgende sessies:

•  11 november 2010 •  13 januari 2011 •  10 maart 2011 •  12 mei 2011 •  8 september 2011 •  10 november 2011

Schrijf je nu in!

Introductie Online Dialogue

  Online Dialogue heeft als doel om de kwaliteit van offline service en verkoop dialogen naar online te halen.

Strategie

Ontwerp

Optimalisatie

Onze diensten:   Internet strategie   Het ontwerpen van online aanwezigheid.   Gestructureerde online rendement verbetering.

Presentatie contactpersoon: Bart Schutz

bart@onlinedialogue.nl / 030 4100 173

www.onlinedialogue.nl info@onlinedialogue.nl Tel: 030 4100 170 Fax: 030 4100 171

Bezoekadres: Moreelsepark 65, Utrecht Postadres: Postbus 26, 3500 AA, Utrecht