[WMD2016] Closed Loop >> Lance Loveday "It’s OK to trick people to click"

• 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