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“In the past month, [x] customers
bought this product”
Socially acceptable products
Socially undesirable products](https://image.slidesharecdn.com/persuasivee-commerceworkshop-220201115209/75/Persuasive-e-commerce-workshop-Spryker-78-2048.jpg)
Uploaded byGuido X Jansen
Persuasive e commerce workshop - Spryker
This document provides a summary of a presentation on persuasive e-commerce. It discusses how online conversion rates are typically much lower than offline rates due to a lack of certain in-person factors. It then covers cognitive biases and how the unconscious mind works, noting most decisions are made unconsciously. Finally, it outlines different persuasion techniques like social proof, scarcity, and removing friction that can be applied to e-commerce to increase online conversions. The presentation concludes with a discussion of how personalized, automated persuasion may be used in the future to target individual customers.
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Persuasive e commerce workshop - Spryker
- 1. Persuasive E-commerce Masterclass &workshop Link to full presentation will be shared at the end
- 2. Meet Bouba &Kiki The Bouba & Kiki Effect
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- 9. When you’re walkingdown a street…
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- 13. Wait, who’s talking? GuidoX Jansen Global Business & Technology Evangelist @ Spryker Cognitive Psychologist. E-commerce Experimentation & Customer Experience Optimization Specialist Data User Research Experiments / Validation
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- 16. Theory A: Something aboute-commerce… B: Something about the brain…
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- 20. *when there’s nolockdown…
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- 22. E-commerce conversion rateby product type Source: https://www.growcode.com/blog/ecommerce-conversion-rate
- 23. Ecommerce conversion rateby country Source: https://ecommerce-europe.eu
- 24. Examples of goodonline conversion rates 8-11% 13% (excluding Prime) 15,8% 25,3% 40,6%
- 25. Why are online conversionrates so low?
- 26. Online lacks severalkey factors used in offline stores Just some examples: No commitment until checkout No direct feedback Less sensory input Less personalization
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- 28. B: Something aboutthe brain…
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- 34. Our decisions arefor 90-99% unconscious
- 35. Our brain islazy. “Fixing reality” is “cheaper”.
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- 38. White coat =truth
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- 40. Because… = a goodreason
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- 46. Heuristics Intuition / CommonSense / Rule of Thumb / Educated Guess
- 47. Heuristics Intuition / CommonSense / Rule of Thumb / Educated Guess Cognitive Bias / Prejudices
- 48. Heuristic Categories (copingstrategies) Too much information Too little information What to remember Time limitations
- 49. 49 We all havemany biases … we’re not even aware of most of them… … and even when we are, we still can’t ignore it.
- 50. Sure, this allsounds plausible but I’m perfectly aware of all the decisions I make. They don’t fool me!” -You
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- 52. Casualties from deadlysituations Terrorism Airplane Crash Any Natural Disaster Swimming Pool
- 53. Actual Statistics 50% morepeople die drowning than the 3 other situations… … combined Terrorism Airplane Crash Any Natural Disaster Swimming Pool
- 54. Get your phoneout and open (Google) Maps
- 55. Zoom in ona city in Japan
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- 57. 57 Our (experienced) brainsets the default, but experiences between people will (obviously) be different
- 58. Quickly guess theoutcome 1×2×3×4×5×6×7×8 = 512
- 59. Quickly guess theoutcome 1×2×3×4×5×6×7×8 = 8×7×6×5×4×3×2×1 = 512 2.250 Correct answer = 40.320
- 60. Theory conclusion: ﹘ Bigdifference between online and offline conversion ﹘ We have many Cognitive Biases and we are not aware of most
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- 62. 6 7 Weaponsof Influence 1 : Reciprocation 4 : Authority 2 : Commitment & Consistency 6 : Scarcity 3 : Social Proof 5 : Liking 7 : Unity
- 65. 65 1: Reciprocity We’re expectingsomething back Cialdini
- 66. Reciprocation ● Newsletter ● eBook ●Tutorials ● Courses ● Webinar/Podcast ● Software ● Apps ● Giftboxes ● Swag ● … ● Be the first ● Be unexpected ● Provide real (personal) value ● Keep on giving ● Don’t turn it around (reverse reciprocity is just an “exchange”)
- 67. 67 2: Commitment & Consistency We’resticking to it Cialdini
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- 72. 72 3: Social Proof We’recopycats Cialdini
- 73. Conformity research bySolomon Ash
- 74. Social following &engagement
- 75. Show your users/ clients
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- 77. Customers who boughtthis items also bought…
- 78. Always Be Testing “Inthe past month, [x] customers bought this product” Socially acceptable products Socially undesirable products
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- 80. Social proof variantsrejected
- 81. Social proof worksespecially well with… ● Same kind of people (ingroup) ● Uncertainty about choice ● Inexperience
- 82. How to starta movement: Sasquatch Music Festival 2009
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- 84. Industry leaders /influencers
- 85. Industry leaders /influencers
- 86. Industry leaders /influencers
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- 89. 89 5: Liking We likeour friends better Cialdini
- 90. All things beingequal, people will do business with a friend. All things unequal, people will still do business with a friend. Mark McCormack
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- 93. Liking benefits from… ●Attractiveness ● Similarity ● Compliments ● Get likeable people to promote you
- 94. 94 6: Scarcity The lessthere is, the more we want it Cialdini
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- 96. 10% discount restrictions VersionA: no limit per person Version B: 12 cans limit per person average 3 cans sold average 7 cans sold
- 97. Scarcity in… ● Time ●Amount/Stock ● Access ● …
- 98. 98 7: Unity Liking: Surfacelevel similarities Unity: Shared similarities Cialdini
- 99. 99 Appeal to the“We” or “Them” Family, location, religion, social group, products bought, pets, holidays…
- 100. PS: It’s notjust these 7, it’s probably closer to 700 https://en.wikipedia.org/wiki/List_of_cognitive_biases 1 : Reciprocation 4 : Authority 2 : Commitment & Consistency 6 : Scarcity 3 : Social Proof 5 : Liking 7 : Unity
- 101. The Cognitive BiasCodex
- 102. Let’s go througha couple more…
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- 105. Jam Experiment 6 options24 options Tasting Buying 40% 60% 12% 1.6%
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- 108. Book online now,and you get: Book online now, and you get: 14% Lift
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- 111. 111 Don’t make usersthink A: “Hidden” Fees B: Fees right below pricing 12.5% uplift in CR
- 112. 112 Perceptual Contrast /Framing Anchoring and adjustment heuristic
- 113. $8 $13 $20 PerceptualContrast / Framing $45
- 114. Perceptual Contrast /Framing Web subscription: $59 Print Subscription: $125 Web & Print Subscription: $125 16% 0% 84% 68% 32%
- 115. The Ugly BrotherEffect
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- 117. A: Addons onPDP B: No Addons on PDP 14.9% Uplift in CR
- 118. A: Product DescriptionB: No Product Description Removed product description 10.8% Uplift in CR
- 119. Etsy A/B TestsSmaller & Shorter Product Titles
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- 121. Product Reassurances (AmazonCanada)
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- 124. The Power of“Because…”
- 125. The Power of“Because…” Variant 1: May I use the Xerox Machine? Variant 2: May I use the Xerox Machine … because I’m in a rush? Variant 3: May I use the Xerox Machine … because I have to make some copies? 60% 94% 93%
- 126. The Power of“Because…”
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- 128. Workshop! 1: Pick 1(product) page 2: Optimize based on this presentation or card deck (scan QR code or go to URL) 3: Present 3 persuasion optimizations! gui.do/cards
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- 130. 130 E-commerce in 5 years automatedpersuasive profiling / targeting Now: “Optimize for the average customer” Communication is the same for everyone Problem: Large individual differences (... but we see consistent behavior on an individual level) Future: Dynamic websites tuned to specific audiences Everyone gets a different sales pitch
- 131. Gartners Hype Cyclefor Digital Marketing 2021
- 132. Gartners Top StrategicTechnology Trends for 2022 Decision Intelligence (DI) Decision intelligence is a practical discipline used to improve decision making by explicitly understanding and engineering how decisions are made, and outcomes evaluated, managed and improved by feedback. Composable Applications Demand for business adaptability directs organizations toward technology architecture that supports fast, safe and efficient application change Total Experience (TX) TX is a business strategy that combines the disciplines of customer experience (CX), employee experience (EX), user experience (UX) and multiexperience (MX). The goal of TX is to drive greater customer and employee confidence, satisfaction, loyalty and advocacy. https://www.gartner.com/en/information-technology/insights/top-technology-trends
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- 135. 135 1: Prioritize (Hierarchy ofoptimization) Persuasion Usability Functionality Technology
- 136. 2: Experiment &Validate!
- 137. 137 What’s next? ﹘ “Psychologyof E-commerce” blogseries on gui.do ﹘ Books ﹘ Online courses ﹘ More sessions by Guido: gui.do/presentation ﹘ …
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- 140. Let’s connect! Guido XJansen Global Business & Technology Evangelist @ Spryker gui.do @guido linkedin.com/in/gxjansen [email protected] Slides & more: gui.do/onpersuasion