[wmd2016] closed loop >> lance loveday "it’s ok to trick people to click"
TRANSCRIPT
• Growth Hacking for Good with Evil Usability Patterns• Deliciously Evil: Some Bad Is Good• Growth Hacking or Manipulation? Finding the Balance• Ethical Growth Hacking: How Much Evil is Too Much?• Modern Growth Hacking Patterns: Good or Evil? • Is It OK to Trick People To Click?
• Turning Tricks for Clicks: Growth Hacker or Digital Pimp?
LESSONS FROMTHE DARK SIDE:
Lance Loveday
Good Growth Hackingwith Evil Usability
WEAPONS OF MASS DISTRIBUTION 2016 | 500 STARTUPS
EVIL USABILITYWhen someone uses your brain’s
wiring to trick you into doing something you don’t want to do.
ANTI-PATTERNS
CUSTOMER FEEDBACKEXPERIENCE DESIGNDESIGN THINKING
GROWTH HACKINGPERSUASIVE DESIGN
A/B TESTINGSEDUCTIVE COPY
DARK PATTERNS
OBSCURING DETAILSSCUZZY DESIGN
5 DARK SIDE TACTICS - 5 LESSONS FOR GOOD
YES ALSO YES UNDER SOME CIRCUMSTANCES
1) AMBIGU-BUTTONS
Better…
2) DICTATORIAL UPSELL
1st upsell
2nd upsell
3rd upsell
VS
Better…
LIFE-ALTERING WHITEPAPER
YES,PLEASE
No thanks. It would be wasted on me anyway since I’ve pretty much
failed at life. And I smell.
Want to get this
FOR FREE?
3) EGO-CRUSHING OPT-OUT
• Opt-out Flogging
• Opt-out Flogging
“I’d rather cry alone in my apartment.”
• Opt-out Flogging
Better…
• Opt-out Flogging
Best
• Opt-out Flogging
4) ROACH MOTEL
• Opt-out Flogging
• Opt-out Flogging
Return to site or…return to site.
1st click
2nd click
3rd-7th clicks
JOIN ONLINE TODAY!
Written notice by certified mail
- or –
Drop it offM-F, 9am-5pm
*Subject to change at our convenience
Better…
• Positive roach motel example
5) ANGLERFISH
Lowest? Really?
No charge No charge No charge Buy Moves: $0.99
Better…
IT IS POSSIBLE TO ACHIEVE LUDICROUS GROWTHAND CREATE GREAT CX
1ST COMPANY TO REACH$1T MARKET CAP
““You’ve got to start
with the CUSTOMER EXPERIENCE and work back toward the technology – not the other way around.
- Steve JobsCo-Founder, Apple Inc
““
- Stewart Butterfield CEO, Slack
Every customer interaction is a marketing opportunity.
If you go ABOVE AND BEYOND ON THE CUSTOMER SERVICE side, people are much more likely to recommend you.
“ “
It’s our job every day to make every important aspect of the CUSTOMER EXPERIENCE a little better.
- Jeff Bezos Co-Founder, Amazon
CX LEADERSGROW REVENUE FASTER THAN CX LAGGARDS
Compound Avg. Revenue Growth 2010 - 2015
17%
3%
Source: June 21, 2016, “Customer Experience Drives Revenue Growth, 2016” Forrester report
In this age of the customer, the only sustainable competitive advantage is knowledge and engagement with customers.~ Forrester
ANTI-PATTERNS
CUSTOMER FEEDBACKEXPERIENCE DESIGNDESIGN THINKING
GROWTH HACKINGPERSUASIVE DESIGN
A/B TESTINGSEDUCTIVE COPY
DARK PATTERNS
OBSCURING DETAILSSCUZZY DESIGN
IT’S NOT WHO I AM UNDERNEATH,
BUT WHAT I DO THAT DEFINES ME.- BATMAN BEGINS
NOW, GO FORTH ANDUSE YOUR POWERS FOR GOOD
THANK YOU
WEAPONS OF MASS DISTRIBUTION 2016 | 500 STARTUPS | CLOSED LOOP | www.closedloop.com