Regardless whether we’re offering customers a new product or feature or just try to figure out why so little people sign up to our newsletter: When trying to get people to do what we want them to do, I find it helpful to ask three questions: - What is the value for them, and how can we increase it? - What is the investment they need to make in return (time, effort, data, money), and how can we lower it? - What is their perception of both, and how can we influence it? My talk propses a small framework I’ve developed that helps me to map these three factors and discover optimization potentials to formulate the right research questions.

1. #UXCE16, Berlin, June 25 2016 | Rupert Platz | @r000pert
Value,Cost&Persuasion
or:howtosellthecarrot

2. Usersaresupposedtodosomething.

3. • look?
• read?
• understand?
• click?
• register?
• create a profile?
• log in?
• subscribe?
• follow / like / add?
Will they ...
• give app permission?
• use feature?
• recommend?
• contact?
• download?
• contribute?
• participate?
• buy?
• return?

4. • win prospects?
• win customers?
• engabe customers?
• retain customers?
... so that we might...
• sell products?
• obtain data?
• get our message across?
• relieve other channels?
• etc.

5. It‘s not about whether they can.
Susan Weinschenk: 7 principles that make your website more engaging youtube.com/watch?v=3J85SUZFXNM
Design for usability

6. It‘s about whether they will.
Susan Weinschenk: 7 principles that make your website more engaging youtube.com/watch?v=3J85SUZFXNM
Design for usability Design for action

7. Conversion=
Usersactinawaythathelpsus
achieveourgoals.

8. Set KPIs, track, change, compare, optimize

9. Best practices, patterns and standard recipes galore
theultralinx.com/perfect-landing-page commerce-persuasion-strategies-gender-divide

10. The bag of psychological design tricks
Susan Weinschenk: 7 principles that make your website more engaging youtube.com/watch?v=3J85SUZFXNM

11. „You can put lipstick on a pig, but it‘ll still be a pig.“
CC flickr.com/photos/atwatervillage/2847838478/

12. A good conversion rate optimization (CRO) process seeks
to form well-informed test hypotheses.
conversionxl.com/wp-content/Essentials-of-Conversion-Optimization-by-ConversionXL.pdf
Technical
analysis
Qualitative
heuristic
walkthrough
Web
analytics
analysis
Mouse
tracking
analysis
Qualitative research
/
surveys
Sum-up and
translate into test
hypotheses
User
testing
1 72 3 4 5 6
Define areas of improvement –
based on experience
& existing customer knowledge

13. Firstquestiontoask:
Whichtricks&tweakscanweuse
togetmorepeopletoacttheway
wewant?

14. Firstquestiontoask:
Whyshouldtheywanttoact?
What‘sinitforthem?

15. Peoplewillonyactthewaywe
wantiftheyseeavalueindoing
so.

16. That‘swhyallconversionsare
transactionsinthefirstplace,not
manipulations:
Anexchangeofvalueforcost.

17. get some value:
As a user, I want to...
invest some value:
In exchange, I have to...
• Achieve a task
• Solve a problem
• Satisfy a need
• My time
• My mental effort
• My data
• My money
€

18. Perceived value needs to exceed perceived cost.
> €

19. And if it doesn‘t: What can we do about it?
Raise
value?
Lower
cost?
Influence
perception?
€

20. „Threereasonswhyyourvisitorswon‘t
convert:
-Theydon‘tneedit.
-Theydon‘twantitenough.
-Theydon‘tgetit.“
startupgrind.com/blog/the-three-reasons-why-your-visitors-dont-covert/
Laura Klein, author uf „UX for lean startups“

21. Valuevs.cost

22. • Attractiveness of value
• Pressure of situation
• Context of action
• Alternate solutions
How compelling is the value?
(or: is the carrot big enough?)
I love fresh, crunchy carrots!
I need to cook something this evening!
I‘m standing near the vegetable shelf.
My fridge is empty,
the next supermarket is far away,
I can‘t cook the recipe with tomatoes.

23. Value:
Example: Check my frequent flyer miles
Knowing how many
miles I was credited
for last weeks‘ flight
• Attractiveness: Medium
• Pressure: None
• Context: Random
• Alternate solutions:
Don‘t do / do later

24. Value:
Example: Check my frequent flyer miles
Cost:
Knowing how many
miles I was credited
for last weeks‘ filght
6. Check my mileage account
1. Take smartphone and unlock
2. Select & start browser app
3. Search & find airline website
4. Search & find frequent flyer login
5. Enter username & password
6.
Task Shifts are costly:
Must do A & B to achieve C
-> Cost adds up throughout
the process

25. 1. Go to online shop
2. Select categories / set filters
3. Narrow down selection
4. Select product
5. Select color & size
6. Enter adress, payment data, t&c, ...
7. Complete purchase
Value:
Buy shoes online
Cost:
Need new shoes!
€
8. Wait for delivery
9. Receive / collect delivery
79,80 €
Breaks are costly:
- Wait
- Change medium
- Change location
- Switch applications
- Switch device

26. Value:
Who‘s interested
in me?
See who‘s visited your Linkedin profile
Cost:
1. Click link in email
2. See profile visitors on website

27. (Linkedin 2016 vs. 2012)
thenextweb.com/insider/2015/08/16/when-pain-is-a-good-thing/

28. Value:
Who‘s looked at
my profile?
See who‘s visited your profile
Cost:
1. Click link in email
2. See profile visitors on website
Sucessful transaction:
If value is high enough, cost
may be raised above
minimum

29. Value:
II want a 0.05%
higher interest on
my money.
Open a daily allowance account in germany
Cost:
1. Enter personal data (25 fields)
2. Select username (6-12 characters + numbers)
3. Read and accept terms & conditions
4. Read & unterstand next steps
5. Print PostIdent coupon
6. Go to post office, wait in queue
7. Have identification check made
8. Wait three days
9. Receive confirmation mail: ID checked
10. Wait another three days
11. Check bank account for test transfer

30. Value:
II want a 0.05%
higher interest on
my money.
8. Wait three days
9. Receive confirmation mail: ID checked
10. Wait another three days
11. Check bank account for test transfer
12. Open confirmation mail again
13. Download PDF instructions & read
14. Go to login page of bank
15. Enter user name
16. Take smartphone, receive mTAN
17. Read & type mTAN in field
18. Select password (6-12 characters + numbers)
19. Define two security questions
20. Enter test transfer amount
21. Transfer your money to new account
Bad deal:
Value too small,
and ridiculously
overpriced

31. New online identification procedures:
Less cost instead of higher value

32. What‘sthealternativetoour
valueoffering?

33. Compare competitors and alternate solutions:
Our offering: Competitor: Current Solution: Do nothing:

34. B2B app for beverage wholesale ordering
Take smartphone
Turn on & unlock
Swipe to homescreen #2
Select/ start ordering app
Select type of beverage
Select product / flavour
Value: Cost of using app:
I need to reorder
50 crates of
lemonade for my
restaurant.
Date & adress of delivery
Submit order
Bottle size / quantity
Pick up fixed line phone
Call contact #5
Cost of calling salesman:
„Same as last week?“ „yes.“

35. BMW remote app
Take smartphone
Turn on & unlock
Swipe to homescreen #2
Select & start BMW app
Select unlock function
Press „unlock“
Value: Cost of app:
I want to drive
home.
Sit inside
Start engine & drive
Open door
Take key
Unlock car
Cost of using key:
Sit inside
Start engine & drive
Open door
boagworld.com/marketing/users-will-always-choose-the-easiest-option

36. Balancingvalue&cost

37. Value:
Ingredients app for large restaurant chain
Knowing about the
ingredients in the
food & where they
come from
1. Take Smartphone, turn on, unlock
2. Find & start app store
3. Find restaurant app
4. Download & install restaurant app
5. Find & start restaurant app
6. Select receipt scanner function in app
8. See & read content on ingredients
Cost:
7. Scan code on receipt

38. Value:
Can we lower the cost?
Knowing about the
ingredients in the
food & where they
come from
1. Take Smartphone, turn on, unlock
2. Find & start browser
3. Type in short vanity url on receipt
4. See & read content on ingredients website
Cost:

39. Value:
Can we increase the core value?
Knowing about the
ingredients in my dish
today & where
exactly they come
from
1. Take Smartphone, turn on, unlock
2. Find & start browser
3. Type in short vanity url on receipt
4. Give page location permission
Cost:
5. See & read content on ingredients website

40. Value:
Can we offer additional value?
Knowing about the
ingredients in my dish
today & where
exactly they come
from and get a 20%
off on next meal
+
Cost:
7. Redeem coupon
6. Downlad coupon
€
1. Take Smartphone, turn on, unlock
2. Find & start browser
3. Type in short vanity url on receipt
4. Give page location permission
Cost:
5. See & read content on ingredients website

41. Can we lower the cost even more?
Cost of a printed flyer:
Too cheap:
We need CRM data and
trackability!
Value:
1. Take Flyer
2. See & read content on ingredients
Knowing about the
ingredients in the
food & where they
come from

42. Checklist

43. Could we offer something more...
• substantial?
E.g. comprehensive study, not just a one-page whitepaper
• specific?
E.g. recipe newsletter specifically for vegan gourmets
• individual?
E.g. “your fastest way to work now“, not just city traffic news
• unique?
E.g. „the only email client you can transfer money with“
Increase value #1: Quality

44. Would it help to offer ...
• larger amounts?
20 GB, not just 10 GB / 2 months free trial, not just one
• higher frequency?
Daily updates, not just weekly
• additional value on top?
“15% off on all products if you subscribe to our newsletter“
Increase value #2: Quantity

45. How can we reduce ...
• task shifts?
Do users absolutely have to log in to see our price list?
• breaks?
(change of software, device, medium, location ...?)
Can‘t people answer directly within their email client?
• waiting time?
Why does it take three days to activate new accounts?
Lower cost #1: Leass shifts, less hurdles

46. More minimalistic?
Help and examples?
Smart Defaults?
More intuitive?
Personal data import?
Selection recommendation?
Lower cost #2: More flow, less cognitive load
Susan Weinschenk: 100 things designers should know about people, 2011

47. Do we really really need ...
• title, gender, first & last name, mobile + fixed line number,
exact birth date, etc. (at this point)?
• App permission to access photos, contacts, location, ...?
• Cookie permissions?
Lower cost #3: Ask for less data?

48. Caution:
Makingitchaperdoesn‘tmean
it‘sbetter.

49. Distinguish: mandatory vs. nice-to-have costs.
Essential for
function /
compliance
(feasibility)
Essential for
business
goals
(viability)
Everything
else:
Kill it!
Value: Cost:
Space for discussion 

50. Business goals: What do we want to attain?
Quality or Quantity?
Set cost as
low as possible
Convert much
Set cost as
high as necessary
Convert well
- Online-Shops
- Well-known products
- App permissions
- Lead qualification
(e.g. dating, recruiting)
- User gen. Content quality
- Complex / products

51. And,finally,thelipstick:
Tellthetruthwell.

52. How can we show the deal from its best side?
Increase
value
Lower
cost
Influence
perception
€

53. Users need answers to six questions:
What‘s in it for me?
Promise value
What do I have to invest
in return?
Disclose cost
Why should I trust you?
Deliver proof
How does it work?
Explain solution
How is it superior?
Differentiate
Why should I do this
now?
Trigger action

54. What‘s in in for me?
Show the value effect: I want that, too!

55. What‘s in it for me?
Communicate value effect rather than features
blog.intercom.io/give-your-customers-best-practices-not-just-faqs/

56. How does it work?
Show concrete, realistic examples

57. How is it superior?
Refer to the pain of current solutions

58. What do I have to invest?
Be transparent about the deal, show cost advantages

59. Freebies / Try before you buy
Guarantees
Trust brands
Data proof
Social proof
Reference brands
Why should I trust you?
Deliver credible evidence

60. Why should I act now?
Ask for the investment when the value is most evident
Contacts access permission given:
• On app onboarding: 67%
• On sharing first photo: 99%

61. Why should I act now?
Create a sense of urgency.
Call to Action
Scarcity / FOMA
Cost of not acting

62. • Value beats feature
• Story beats description
• Proof beats promise
• Genuine beats fake
• Supporting beats manipulating
Make-up tips:
All to be proven with data
for your particular project
(just like anything
said in this talk)

63. Checklist: Define areas of improvement
to develop your hypotheses.
Increase value:
More substance?
More specific?
More individual?
More unique?
Higher amount / frequency?
Lower cost:
Less task shifts?
Less breaks / waiting time?
Less data?
Less money?
Influence perception:
Sharpen value promise?
Explain more concretely?
Convey uniqueness?
€
Make cost transparent?
Deliver proof?
Trigger action?

64. twitter.com/r000pert
linkedin.com/in/rupertplatz
xing.com/profile/Rupert_Platz
slideshare.net/r000pert/
Thankyou!