conversion12 - maurits kaptein - technische universiteit eindhoven & stanford universitypptx

1Beta Launch presentations Q2 2012

is changing the concept of marketing without you even knowing it!

Persuasion Profiling


Chief Science Officer PersuasionAPI

Researcher at:Eindhoven University of TechnologyAalto School of Economics (Helsinki)

Stanford University (Stanford)

Me


• The goal of persuasion is to change someone’s attitudes or behavior.

Q1: Persuasion?

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• Slide with the towell example


Q2: Does that work?

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“Please reuse your towel”

“Please reuse your towel. Most people reused their towel during their stay”

“Please reuse your towel. Most people

who stayed in this room

reused their towel during their stay”


It’s only partly what you want people to do, it’s how you ask it!

It’s how you ask…


6 Principles of Persuasion

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Persuasion Online

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Should we use all the persuasion we can think of?

Q3: How do we use this?



No!

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Clicks on multi-principle ads: .18 %

And on single principle ads: .36%


Should we use the same principles for everyone?

Q4: Are we all the same?

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Beta Launch presentations Q2 2012

2 Scenarios:

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Effect of using a strategy

Avera

ge

Individuals

+-

Individuals

Effect of using a strategy

Avera

ge

+-


We are different, but consistent…


Persuasion Profiles

Wouldn't you like to know how to adjust

your (online) presence in a way that you increase the chance of conversion for each user

individually?

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Persuasion Profile:

•A persuasion profile is a collection of the estimates of the effect of persuasion

principles for each individual user

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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It’s a new dimension:



How can you use persuasion profiles on your website, in your emails, or in other channels?

Q5: How is it done?

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Step 1: Review your Sales Strategy Implementations

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Marketeer

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Step 2: You integrate with the PersuasionAPI Cloud Services

1) Point to PersuasionAPI Service

Your web server PersuasionAPI server

2) Dynamic adjustments on Page based on PersuasionAPI adviceid

3) Hooks for user behavior monitoring (log event, view event, success event)

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Example of adjusted page

•1: Log Client ID (e.g. via dynamic image, cookie, etc)

•2. Link(s) to log success of the Sales Strategy

•3. Hooks to log non-responsiveness to a Sales Strategy

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Step 3: We log the success

• Based on the dynamic image and the link 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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Step 4: We improve our advice

• Based on the response of each client we will update our advice for that user

• The new advice is a combination of the response of that client, 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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Step 5: User navigates, we improve

• And so on, for each individual client...

• 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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What if it’s the first visit?

How much learning do you need?

Explore vs. Exploit


Competing Principles

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Optimize conversion over time.

It will beat your A/B test…


Optimize the choice of persuasion principles at the level of individual clients

And we will get better…


How do you know persuasion profiles are successful?

Some Results…

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We test it!

• We will do a Dynamic AB test:• 20% of your clients will receive your original page• 80% will receive pages with persuasive content that is

dynamically updated

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Results

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Increase in email click through: >100%(at the 5th reminder)Increase in e-commerce revenue:

>25%


Persuasion Profiling

Are you ready to Beta?

Launch April 1st in Netherlands, from May

onwards rest of Europe & Russia.

Q3/4 2012 launch USA with version 1.

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Wow!

conversion12 - maurits kaptein - technische universiteit eindhoven & stanford universitypptx

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