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18 October 2007Richard Sedley, cScape Customer Engagement Director
Key words:
marketing, persuasion, motivation, web2.0
customer engagement, credibility, cscape, e-consultancy
The role of persuasion in online marketing
E-consultancyPersuasion Marketing Roundtable
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Elaboration Likelihood Model
• High elaboration (central route)Requires great deal of thought to make a
decision
• Low elaboration (peripheral route)Requires little thought, reliant on decisional
heuristics
How we make our decisions
Petty & Cacioppo, 1981
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The need for decisional heuristics
500 milliseconds to
determine credibility
4 seconds to
determine usefulness
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The goal of persuasion is to change someone’s attitudes or behaviour.
Make them comply with a request using an understanding of human psychology
What is persuasion?
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• Credibility
• Principles of motivation
• Persuasion Windows
• Persuasion as a dialogue
Four pillars of persuasion
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• Presumed
• Surface
• Reputed
• Earned
Four types of credibility
Stanford University, Persuasive Technology Lab, 2003
=
=
=
=
General assumptions in the
mind of the perceiver
Simple inspection or initial first
hand experience
Third party endorsements,
reports or referrals
First hand experience that
extends over time
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The power of credibilityA B
Conversion rate = 2.69% Conversion rate = 3.03%
% change = 12.64%
Projected monthly gain = $30,582.30
Marketing E
xperiments Journal, F
eb 2007
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• Reciprocity
• Commitment and consistency
• Social proof
• Affinity (Liking)
• Authority
• Scarcity
Principles of motivation
Robert Cialdini, Influence: The Psychology of Persuasion, 1984
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Sign-up
Incentives and reciprocity
A B
Conversion rate = 35% Conversion rate = 28%
Report
Report
Sign-up
100% completion accuracy
60% completion accuracy
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• When you are in a good mood
• When your world view no longer makes sense
• When you can take action immediately
• When you feel indebted because of a favour
• Immediately after you have made a mistake
• Immediately after you have denied a request
Persuasion windows
Stanford University, Persuasive Technology Lab, 2003
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Classic
The ages of persuasion
Modern Post-ModernTreatise on Rhetoric
by Aristotle
The Hidden Persuaders
By Vance Packard
Influence: The Psychology
of Persuasion
by Robert Cialdini
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To influence a person to change their
attitude or behaviour The process of persuasion changes the persuader
Web2.0: Persuasion as a dialogue
Richard Sedley: cScape Customer Engagement Unit Trends Report, 2007
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Persuasion is about aligning our needs and desires with the needs and desires of our customers - for mutual benefit
• Creation of persuasion pathways
• Right touching through persuasion windows
• As part of engagement modeling
The value of persuasion
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• CALLS TO ACTION– Sign up of the quarterly cScape newsletter
http://tinyurl.com/2snewe – Keep in touch
[email protected]
• FURTHER READING:– Persuasive Technology: Using Computers to Change What We Think and Do
by BJ Fogg– Influence: The psychology of Persuasion
by Robert Cialdini – Perspectives on Persuasion, Social Influence and Compliance Gaining
by Seiter and Gass
• USEFUL WEBSITES:– Standford Persuasive Technology Lab
http://captology.stanford.edu/– PsychoTactics
http://www.psychotactics.com/ – Richard Sedley’s blog
www.loopstatic.com