pieter -jan-troost - conversion day 2014

Maximize conversion through persuasion design

Pieter Jan Troost - partner and strategy director Buyerminds

XXX% more CTR

XX% conversion to leads

XX% more sales

Persuasion Design

BJ Fogg Behavioral Model

Trigger

Motivation

Ability

B=MAT

Make it easierA.

TriggerMotivation

Ability

1 2

Ability boosters

less choice guidance clear copy micropayments

addressing concerns

small steps

Reduce Choice

+1000%

Single question

Address concerns

+159,95%

Reduce mental effort

Unwanted behaviour? Make it harder

Boost MotivationM.

TriggerMotivation

Ability

1

2

Motivation boosters

social proof scarcity

authority commitment liking reciprocation

gamification personalisation

taking away barriers anticipatory enthusiasm

Social Proof

“Operators are waiting, please call now," !!

"If operators are busy, please call again." !

Scarcity

Consistency

Authority

+ 107%

Anchoring

Put Hot Triggers in the path of motivated people

T.

TriggerMotivation

Ability

Spark Facilitator Signal

Types of Triggers

to motivate behavior

to increase ability

to indicate or remind

+15,3%

Spark

Spark

Spark

Facilitator

Signal

Hot triggers in customer journeyCentral

(Interruption)

Non Related

Related

Peripheral (Background)

TriggerMotivation

Ability

Best triggers are journey related and central

B=MAT

5 tips

Dive into your audience

First Five Seconds Test

Why vs What

Reduce choice

Add social proof

"If operators are busy, please call again." !

Thank You

pieterjan@buyerminds.nlPieter Jan Troost - partner and strategy director Buyerminds