6 principles of persuasion
DESCRIPTION
An adapted version of my presentation to the Design for Persuasion conference in Brussels, Oct 2009. This version was presented to the London IA event Nov 2009.TRANSCRIPT
6 Persuasive Principles for Digital EffectivenessRichard Sedley
http://architectures.danlockton.co.uk
Trigger the behavior!
High motivation
Lowmotivation
Lowability
Highability
Incre
asing lik
eliness to
perfo
rm
targ
et behavio
r
BJ Fogg: behaviormodel.org
www.behaviormodel.org
01 Persuasion Windows
• when you are in a good mood
• when your world view no longer makes sense
• when you can take action immediately
• when you feel indebted because of a favour
• immediately after you have made a mistake
• immediately after you have denied a request
Stanford University, Persuasive Technology Lab, 2003
Persuasion windows open…
Persuasive Technology: Using Computers to Change What We Think and Do, BJ Fogg
02 Storytelling
Copyright: Steve Double - www.double-whammy.com
Storytelling
• PASSION to make your customers care
• a HERO to drive the action
• an ANTAGONIST to challenge the hero
• a moment of AWARENESS where the hero realises how to
overcome his or her obstacles
• TRANSFORMATION wherein the hero accomplishes his or
her desired goals
Elements of a good story
The Elements of Persuasion: Use Storytelling to Pitch Better, Sell Faster & Win More Business, Richard Maxwell & Robert Dickman
03 Social proof
Experiment: Milgrim, Bikman and Birkowitz
Social proof
Social proof
05 Error / correction
05 Reciprocity
Form Whitepaper
Whitepaper Form
A B
Conversion rate = 84% Conversion rate = 72%
44%completion accuracy
91%completion accuracy
Embedded Persuasive Strategies to Obtain Visitors’ Data. Gamberini, Petrucci, Spoto, Spagnolli
Reciprocity
06
Relativity
68%
32%
Value is relative
Value is relative
84%
16%
0%
William-Sonoma £275 1988
1. Persuasion Windows
2. Storytelling
3. Social proof
4. Error / correction
5. Reciprocity
6. Relativity
Persuasive Principles for Digital Effectiveness