Keynote of Nathalie Nahai at "A night of persuasion & optimization" by the http://www.onlineoptimizers.eu meetup group (http://www.meetup.com/onlineoptimizers). Location: Optimizely HQ - part of Amsterdam e-Week.

1. A JOURNEY INTO
THE WORLD OF
ONLINE
INFLUENCE
NATHALIE NAHAI
/
THE WEB PSYCHOLOGIST
/
@THEWEBPSYCH
All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.
1

2. YOUR BRAIN p4
p23 GLOBAL INTERNET PENETRATION RATES
200
million billion
78%
79%
52%
13% 43%
10%
61%
38%
80%
calculations per second
Do you believe in free will?
300 milliseconds
We become consciously
aware of our intention to act
1KNOW WHO YOU’RE
2
SELL WITH
after the relevant areas of our brain become active.
Slow
Analytical
Conscious
Laborious
Intentional
Rational
SYSTEM
SYSTEM
Fast
Emotional
Unconscious
Intuitive
Automatic
FFF
INTEGRITY
TARGETING
NEUROCHEMICAL ARCHETYPES p61
EXPLORER
BUILDER
dopamine
serotonin
p37 SOFTWARE OF THE MIND
NEGOTIATOR
DIRECTOR
oestrogen
testosterone
HOFSTEDE’S 6 CULTURAL TRAITS
trait
score
country
0 10 20 30 40 50 60 70 80 90 100 110 120
Seeks risk and novelty
Independent
Unpredictable
Creative
Hedonistic
Sensual and fun
Easily bored
Insatiably curious
Sociable and loyal
Friendly
Cautious
Dependable
Methodical
Hard-working
Traditional
Concerned with safety
Good with people
Astute and introspective
Patient
Compassionate
Flexible
Facility with language
Diplomatic
OK with ambiguity
Driven
Likes reason and logic
Tough-minded
Competitive
Goal-oriented
Problem-solver
Bold and blunt
Uncompromising
POWER-DISTANCE
INDIVIDUALISM
MASCULINITY
UNCERTAINTY AVOIDANCE
LONG-TERM ORIENTED
INDULGENCE INTERNET PENETRATION RATES
GLOBAL
*NO DATA AVAILABLE FOR LONG-TERM ORIENTED TRAIT
All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.
S. AFRICA*
BRAZIL
CHINA
INDIA
JAPAN
RUSSIA
SAUDI ARABIA*
UK
USA
2

3. YOUR BRAIN p4
p23 GLOBAL INTERNET PENETRATION RATES
200
million billion
78%
79%
52%
13% 43%
10%
61%
38%
80%
calculations per second
Do you believe in free will?
300 milliseconds
We become consciously
aware of our intention to act
after the relevant areas of our brain become active.
SYSTEM
Slow
Analytical
Conscious
Laborious
Intentional
Rational
SYSTEM
1 2
Fast
Emotional
Unconscious
Intuitive
Automatic
FFF
NEUROCHEMICAL ARCHETYPES p61
p37 SOFTWARE OF THE MIND
EXPLORER
BUILDER
NEGOTIATOR
DIRECTOR
dopamine
serotonin
oestrogen
testosterone
HOFSTEDE’S 6 CULTURAL TRAITS
trait
score
country
0 10 20 30 40 50 60 70 80 90 100 110 120
Seeks risk and novelty
Independent
Unpredictable
Creative
Hedonistic
Sensual and fun
Easily bored
Insatiably curious
Sociable and loyal
Friendly
Cautious
Dependable
Methodical
Hard-working
Traditional
Concerned with safety
Good with people
Astute and introspective
Patient
Compassionate
Flexible
Facility with language
Diplomatic
OK with ambiguity
NATHALIE NAHAI
/
POWER-DISTANCE
INDIVIDUALISM
Driven
MASCULINITY
Likes reason and logic
Tough-minded
UNCERTAINTY AVOIDANCE
Competitive
Goal-oriented
LONG-TERM ORIENTED
Problem-solver
Bold and blunt
INDULGENCE INTERNET @THEWEBPSYCH
GLOBAL
THE WEB PSYCHOLOGIST / PENETRATION RATES
Uncompromising
*NO DATA AVAILABLE FOR LONG-TERM ORIENTED TRAIT
All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.
S. AFRICA*
BRAZIL
CHINA
INDIA
JAPAN
RUSSIA
SAUDI ARABIA*
UK
USA
3

4. YOUR BRAIN p4
p23 GLOBAL INTERNET PENETRATION RATES
200
million billion
78%
79%
52%
13% 43%
10%
61%
38%
80%
calculations per second
Do you believe in free will?
300 milliseconds
We become consciously
aware of our intention to act
1 2
COMMUNICATE
after the relevant areas of our brain become active.
Slow
Analytical
Conscious
Laborious
Intentional
Rational
SYSTEM
SYSTEM
Fast
Emotional
Unconscious
Intuitive
Automatic
FFF
PERSUASIVELY
NEUROCHEMICAL ARCHETYPES p61
EXPLORER
BUILDER
dopamine
serotonin
p37 SOFTWARE OF THE MIND
NEGOTIATOR
DIRECTOR
oestrogen
testosterone
HOFSTEDE’S 6 CULTURAL TRAITS
trait
score
country
0 10 20 30 40 50 60 70 80 90 100 110 120
Seeks risk and novelty
Independent
Unpredictable
Creative
Hedonistic
Sensual and fun
Easily bored
Insatiably curious
Sociable and loyal
Friendly
Cautious
Dependable
Methodical
Hard-working
Traditional
Concerned with safety
Good with people
Astute and introspective
Patient
Compassionate
Flexible
Facility with language
Diplomatic
OK with ambiguity
Driven
Likes reason and logic
Tough-minded
Competitive
Goal-oriented
Problem-solver
Bold and blunt
Uncompromising
POWER-DISTANCE
INDIVIDUALISM
MASCULINITY
UNCERTAINTY AVOIDANCE
LONG-TERM ORIENTED
INDULGENCE INTERNET PENETRATION RATES
GLOBAL
*NO DATA AVAILABLE FOR LONG-TERM ORIENTED TRAIT
All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.
S. AFRICA*
BRAZIL
CHINA
INDIA
JAPAN
RUSSIA
SAUDI ARABIA*
UK
USA
4

5. COMMUNICATION p109
p109 NEURAL COUPLING
When you talk
The mind meld
1
2 patterns
identical
PEOPLE
MIND
the brains of
communicator
and listener
are trying to be coupled
merging as one
engaged in
a story - both
brains fire in
of neurological activity
MEDIA p80
p80 YOUR WEBSITE
WEBSITE
IMAGES
VIDEOS
SOCIAL MEDIA
target and test
attract
communicate
engage
Did you know...
in individualist countries
Your website’s appeal
can be measured in two ways:
AESTHETIC
women and men differ culture-specific DYNAMIC
in their perception
Have a clear purpose
Target your audience
and meet their needs
Create a community
Update your content
Clear calls to action
Simplicity rules
Attention is a resource
Beauty is universal
Use faces to engage
with visitors and direct
their gaze
Mystery is alluring
Our brains enjoy visual
metaphors
Use exaggerated images
Tap into emotion
Tell stories
Nostalgia is persuasive
Neurologically
optimise your videos
Embed commands
Stop an image to attract
attention
NATHALIE NAHAI
/
Have a clear identity
Target the right people
Use social validation,
reciprocity and social
proof in your campaigns
Become valuable
Own up to mistakes
Converse and convert
Colours
Fewer levels
Uncluttered
of a website’s
attractiveness
and usability?
/
versus
THE WEB PSYCHOLOGIST
attractive
visually appropriate
universal
attention-grabbing
colourful
harmonious fun to use and
5
@THEWEBPSYCH interactive
and elegant
Flashy
Interactive
Animated
All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.

6. YOUR BRAIN p4
p23 GLOBAL INTERNET PENETRATION RATES
200
million billion
78%
79%
52%
13% 43%
10%
61%
38%
80%
calculations per second
Do you believe in free will?
300 milliseconds
We become consciously
aware of our intention to act
1 SELL WITH
2
after the relevant areas of our brain become active.
Slow
Analytical
Conscious
Laborious
Intentional
Rational
SYSTEM
SYSTEM
Fast
Emotional
Unconscious
Intuitive
Automatic
FFF
INTEGRITY
NEUROCHEMICAL ARCHETYPES p61
EXPLORER
BUILDER
NEGOTIATOR
DIRECTOR
dopamine
serotonin
oestrogen
testosterone
p37 SOFTWARE OF THE MIND
HOFSTEDE’S 6 CULTURAL TRAITS
trait
score
country
0 10 20 30 40 50 60 70 80 90 100 110 120
Seeks risk and novelty
Independent
Unpredictable
Creative
Hedonistic
Sensual and fun
Easily bored
Insatiably curious
Sociable and loyal
Friendly
Cautious
Dependable
Methodical
Hard-working
Traditional
Concerned with safety
Good with people
Astute and introspective
Patient
Compassionate
Flexible
Facility with language
Diplomatic
OK with ambiguity
Driven
Likes reason and logic
Tough-minded
Competitive
Goal-oriented
Problem-solver
Bold and blunt
Uncompromising
POWER-DISTANCE
INDIVIDUALISM
MASCULINITY
UNCERTAINTY AVOIDANCE
LONG-TERM ORIENTED
INDULGENCE INTERNET PENETRATION RATES
GLOBAL
*NO DATA AVAILABLE FOR LONG-TERM ORIENTED TRAIT
All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.
S. AFRICA*
BRAZIL
CHINA
INDIA
JAPAN
RUSSIA
SAUDI ARABIA*
UK
USA
6

7. INFLUENCE: AN INTRODUCTION p158
Professor Robert Cialdini’s
6 influence
principles of
and how to use them online
We rely on cognitive shortcuts - known as
heuristics - to guide our behaviours and the
decisions we make on a daily basis. Understand
how they work for greater influence online.
p164 PRINCIPLES OF ONLINE INFLUENCE
RECIPROCITY
CONSISTENCY
SOCIAL PROOF
LIKING
AUTHORITY
SCARCITY
give and take
commitment
herd instinct
similarities
expert appeal
in short supply
...
...
An obligation to give
an obligation to receive
an obligation to repay
We act in a way that
is consistent with our
values and identity
We naturally look to
other people for cues
on how to behave
We prefer to comply
with people whom we
actually like
We are rewarded for
behaving in accordance
with authority figures
We tend to value that
which is in scarce
supply
Start the exchange:
- be proactive
- give something away
- make concessions
Get a commitment:
- identify clients’ traits
- activate self-concept
- make your request
We conform when:
- the group is strong
- physically close to us
- has many members
Boost your likeability:
- highlight similarities
- genuine compliments
- be trustworthy
Make this work for you:
- show you’re the expert
- back up with evidence
- be inspiring
Use it online:
- have flash sales
- include a countdown
- show limited stock
PRICING AND VALUE p205
9
sell more?
NUMBER
prices ending in
are called
charm prices
because they
When visitors arrive at
SUBCONSCIOUSLY
Did you know...
p225 RISK, TRUST AND PRIVACY
your website they will
What stops us buying online?
25%
30%
scan for cues
15%
on what it’s about,
if it’s secure
and whether or not they
NATHALIE NAHAI
lack of customer service
privacy / security
no real salesperson
What information do we trust?
70%
/ THE you
can trustWEB PSYCHOLOGIST
92%
/
consumer reviews
earned
@THEWEBPSYCH media 7
All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.

8. WANT TO KNOW MORE?
THE WEB PSYCHOLOGIST . COM
/ GOLDEN-TICKET
@ TheWebPsych
NATHALIE NAHAI
/
THE WEB PSYCHOLOGIST
/
@THEWEBPSYCH
All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.
8