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Channeling Cialdini - Using Persuasive Messaging to Increase Add to Cart (Conversion Conference Chicago 06/12)

Behavioral psychology and stimulating the "lizard brain" is emerging as one of the hottest topics in conversion optimization. This deck presents the case study of an über-optimized web site with over $200 million in sales, and how it used persuasive messaging to drive a statistically significant increase on their click-to-cart KPI.

Using Robert Cialdini's six weapons of influence as the foundation of their strategy, this consumer goods e-commerce powerhouse (that had already maxed-out the traditional conversion rate optimization strategies) moved the needle by tapping into the subconscious mind of its visitors. Learn how these principles work, and what you can do to leverage them in your messaging for dramatic results.

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Channeling Cialdini - Using Persuasive Messaging to Increase Add to Cart (Conversion Conference Chicago 06/12)

  1. 1. Channeling Cialdini Phillip Klien @pklien Chicago - June 25th, 2012 ;)© Predicta 2012 Conversion Conference – Chicago @pklien #convcon
  2. 2. Agenda • About BTBuckets, Predicta and me • What online can learn from offline persuasive techniques • The Case: applying persuasion to e-commerce CRO  Mission (challenges and limitations)  Our approach  Results - WOW, IT REALLY WORKS  Lessons learned • How you can use persuasive agents in your online communication • Q&A© Predicta 2012 Conversion Conference – Chicago @pklien #convcon
  3. 3. Imagine interacting with the best salesperson you know© Predicta 2012 Conversion Conference – Chicago @pklien #convcon
  4. 4. © Predicta 2012 Conversion Conference – Chicago @pklien #convcon
  5. 5. Where is this guy online ???© Predicta 2012 Conversion Conference – Chicago @pklien #convcon
  6. 6. About BTBuckets About Predicta1st free personalization + on-site BT platform Pioneer marketing service company in Brazil10,000 ’s of sites and 2.2 Billion visitors segmented 150 FTE and 12 years on the road • One of the 10 most innovative companies in Brazil (Fast Company 2012) • 25th most innovative company in Brazil (Época Negócios / FGV in 2009) • Most innovative company in the world in Web Analytics (Web Analytics Association 2009) • Second place in the Web Analytics Championship (Web Analytics Association 2008) • 18th best company to work for in Brazil (Great Places To Work Institute 2009)© Predicta 2012 Conversion Conference – Chicago @pklien #convcon
  7. 7. Humans are irrational emotional creatures.© Predicta 2012 Conversion Conference – Chicago @pklien #convcon
  8. 8. The “Ultimatum Game” 10;10 0;0 15;5 0;0 Image Credit: Wikipedia Image Credit: http://www.alltop10list.com/top-10-list-of-hit-movie/© Predicta 2012 Conversion Conference – Chicago @pklien #convcon
  9. 9. Persuasion.© Predicta 2012 Conversion Conference – Chicago @pklien #convcon
  10. 10. Online strategies are not focused on emotions.© Predicta 2012 Conversion Conference – Chicago @pklien #convcon
  11. 11. B&M Store Online Store Product Offering Decoration/Design Price Security Product Information Persuasive Agent© Predicta 2012 Conversion Conference – Chicago @pklien #convcon
  12. 12. Image Credit: http://www.akronoticias.com/2011/04/9930-54986.htm© Predicta 2012 Conversion Conference – Chicago @pklien #convcon
  13. 13. © Predicta 2012 Conversion Conference – Chicago @pklien #convcon
  14. 14. © Predicta 2012 Conversion Conference – Chicago @pklien #convcon
  15. 15. Robert B. Cialdini’s Six Weapons of Influence • Scarcity When we think an item is scarce, we will want it more. • Reciprocity Image Credit: Wikipedia We should try to repay, in kind, what another person has provided us. • Authority We tend to obey authority figures – even if the acts are objectionable.© Predicta 2012 Conversion Conference – Chicago @pklien #convcon
  16. 16. Robert B. Cialdini’s Six Weapons of Influence • Social Proof We determine what is correct by finding out what other people think is correct. • Commitment/Consistency Image Credit: Wikipedia Each time we comply with a request, even a trivial request, it modifies our attitudes and self-concept such that we will tend to act more consistently with that type of action. • Liking We most prefer to say yes to the requests of people we know and like.© Predicta 2012 Conversion Conference – Chicago @pklien #convcon
  17. 17. The Case.© Predicta 2012 Conversion Conference – Chicago @pklien #convcon
  18. 18. Project Mission Hypothesis: Adding a persuasive element to the product page based on user behavior may increase products being added to cart. Success Metric: Add to cart clicks on product page.© Predicta 2012 Conversion Conference – Chicago @pklien #convcon
  19. 19. Our Approach. 1 2 3 4 Huge + optimized Isolated Persuasive Adaptive + ecommerce creative messages from individualizing web site element proven framework algorithm© Predicta 2012 Conversion Conference – Chicago @pklien #convcon
  20. 20. About Dafiti 1 Leading fashion e-commerce in Brazil • Over US$220 million in sales (2011) • 43 million visitors (Q1 2012) • 50,000 products • 500 brands • Largest display advertiser in Brazil (03/2012 comScore) Owned by Rocket Internet, Groupon Shareholder© Predicta 2012 Conversion Conference – Chicago @pklien #convcon
  21. 21. 2© Predicta 2012 Conversion Conference – Chicago @pklien #convcon
  22. 22. 2© Predicta 2012 Conversion Conference – Chicago @pklien #convcon
  23. 23. 2© Predicta 2012 Conversion Conference – Chicago @pklien #convcon
  24. 24. 3 Commitment / Authority Liking Reciprocity Scarcity Social Proof Neutral Consistency Stylists Tip: This Inventory One of the most Fast delivery item is a must almost searched in your closet finishing products this week Stylists tip: hot Few items More than 10 Don’t miss this item for 2012 remaining units sold today item Recommend One of the most Best offers ed by Dafiti voted items of stylists the week Clients agree: Top product© Predicta 2012 Conversion Conference – Chicago @pklien #convcon
  25. 25. 4 Image Credit: Wikipedia© Predicta 2012 Conversion Conference – Chicago @pklien #convcon
  26. 26. Project Timeline© Predicta 2012 Conversion Conference – Chicago @pklien #convcon
  27. 27. The Results.© Predicta 2012 Conversion Conference – Chicago @pklien #convcon
  28. 28. “Predicta introduced us to Cialdini and some techniques in emotional persuasive technology that brought effective lifts in our click to cart metric – and ultimately to our bottom line.” Malte Huffman Dafiti Co-founder© Predicta 2012 Conversion Conference – Chicago @pklien #convcon
  29. 29. “Add to cart” KPI Lift of Persuasive Element 105 104 103 102 4.4% 101 100 99 98 97 Add to Cart (control) Add to Cart (Persuaction) Z-score: 3.93 Source: Persuaction Predicta Date Range: 2012/03/24 to 2012/05/10© Predicta 2012 Conversion Conference – Chicago @pklien #convcon
  30. 30. “Add to cart” KPI Lift of Persuasive Messages vs Neutral Messages 105 104 103 102 101 100 4.1% 99 98 97 Add to Cart (neutral) Add to Cart (persuasive) Z-score: 2.93 Source: Persuaction Predicta Date Range: 2012/03/24 to 2012/05/10© Predicta 2012 Conversion Conference – Chicago @pklien #convcon
  31. 31. Project Mission Hypothesis: Adding a persuasive element to the product page based on user behavior may increase products being added to cart. Success Metrics: Add to cart clicks on product page.© Predicta 2012 Conversion Conference – Chicago @pklien #convcon
  32. 32. Different persuasion levers had different reaction 12% cart click KPI Lift in add to 10% 8% 6% 4% 2% 0% -2% -4% Source: Persuaction Predicta© Predicta 2012 Conversion Conference – Chicago @pklien #convcon
  33. 33. © Predicta 2012 Conversion Conference – Chicago @pklien #convcon
  34. 34. What we learned.© Predicta 2012 Conversion Conference – Chicago @pklien #convcon
  35. 35. How you can apply a persuasive agent to your CRO strategies: • Learn the science about persuasion; • Remeber the offline experience (context and frequency); • Tag A/B tests with persuasive information; • Don’t forget that other CRO rules are still valid. … but most importantly, it’s not only on WHAT you sell (or recommend), but HOW© Predicta 2012 Conversion Conference – Chicago @pklien #convcon
  36. 36. Recommended reading© Predicta 2012 Conversion Conference – Chicago @pklien #convcon
  37. 37. Who wants to help build on this legacy? pk@btbuckets.com Thank you© Predicta 2012 Conversion Conference – Chicago @pklien #convcon
  38. 38. © Predicta 2012 Conversion Conference – Chicago @pklien #convcon

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