channeling cialdini - using persuasive messaging to increase add to cart (conversion conference...
DESCRIPTION
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.TRANSCRIPT
© Predicta 2012 Conversion Conference – Chicago @pklien #convcon
Phillip Klien @pklien
Chicago - June 25th, 2012
Channeling Cialdini
;)
© Predicta 2012 Conversion Conference – Chicago @pklien #convcon
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
Imagine interacting with
the best salesperson you
know
© Predicta 2012 Conversion Conference – Chicago @pklien #convcon
© Predicta 2012 Conversion Conference – Chicago @pklien #convcon
Where is this guy online ???
© Predicta 2012 Conversion Conference – Chicago @pklien #convcon
1st free personalization + on-site BT platform
10,000 ’s of sites and 2.2 Billion visitors segmented
About BTBucketsPioneer marketing service company in Brazil
150 FTE and 12 years on the road
About Predicta
• 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
Humans are irrational emotional creatures.
© Predicta 2012 Conversion Conference – Chicago @pklien #convcon
The “Ultimatum Game”
Image Credit: Wikipedia
10;10 0;0 15;5 0;0
Image Credit: http://www.alltop10list.com/top-10-list-of-hit-movie/
© Predicta 2012 Conversion Conference – Chicago @pklien #convcon
Persuasion.
© Predicta 2012 Conversion Conference – Chicago @pklien #convcon
Online strategies are not focused on
emotions.
© Predicta 2012 Conversion Conference – Chicago @pklien #convcon
B&M Store Online StoreProduct Offering
Decoration/Design
Price
Security
Product Information
Persuasive Agent
© Predicta 2012 Conversion Conference – Chicago @pklien #convcon
Image Credit: http://www.akronoticias.com/2011/04/9930-54986.htm
© Predicta 2012 Conversion Conference – Chicago @pklien #convcon
© Predicta 2012 Conversion Conference – Chicago @pklien #convcon
© Predicta 2012 Conversion Conference – Chicago @pklien #convcon
• Scarcity When we think an item is scarce, we will want it more.
• Reciprocity 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.
Robert B. Cialdini’sSix Weapons of Influence
Image Credit: Wikipedia
© Predicta 2012 Conversion Conference – Chicago @pklien #convcon
• Social Proof We determine what is correct by finding out what other people think is correct.
• Commitment/Consistency 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.
• LikingWe most prefer to say yes to the requests of people we know and like.
Robert B. Cialdini’s Six Weapons of Influence
Image Credit: Wikipedia
© Predicta 2012 Conversion Conference – Chicago @pklien #convcon
The Case.
© Predicta 2012 Conversion Conference – Chicago @pklien #convcon
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.
Project Mission
© Predicta 2012 Conversion Conference – Chicago @pklien #convcon
Persuasive messages from
proven framework
Isolatedcreativeelement
Adaptive +individualizing
algorithm
Huge + optimizedecommerce
web site
1 2 3 4
Our Approach.
© Predicta 2012 Conversion Conference – Chicago @pklien #convcon
• 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
About DafitiLeading fashion e-commerce in Brazil
1
© Predicta 2012 Conversion Conference – Chicago @pklien #convcon
2
Creative Element
© Predicta 2012 Conversion Conference – Chicago @pklien #convcon
2
© Predicta 2012 Conversion Conference – Chicago @pklien #convcon
2
© Predicta 2012 Conversion Conference – Chicago @pklien #convcon
AuthorityCommitmen
t / Consistency
Liking
Reciprocity Scarcity Social Proof Neutral
Stylists Tip: This item is a must in your
closet
Inventory almost
finishing
One of the most searched
products this week
Fast delivery
Stylists tip: hot item for
2012
Few items remaining
More than 10 units sold today
Don’t miss this item
Recommended by Dafiti
stylists
One of the most voted items of
the week
Best offers
Clients agree: Top product
3
© Predicta 2012 Conversion Conference – Chicago @pklien #convcon
4
Image Credit: Wikipedia
© Predicta 2012 Conversion Conference – Chicago @pklien #convcon
Project Timeline
© Predicta 2012 Conversion Conference – Chicago @pklien #convcon
The Results.
© Predicta 2012 Conversion Conference – Chicago @pklien #convcon
“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 HuffmanDafiti Co-founder
© Predicta 2012 Conversion Conference – Chicago @pklien #convcon
Add to Cart (control) Add to Cart (Persuaction)97
98
99
100
101
102
103
104
105
“Add to cart” KPI Lift of Persuasive Element
Z-score: 3.93 Source: Persuaction Predicta Date Range: 2012/03/24 to 2012/05/10
4.4%
© Predicta 2012 Conversion Conference – Chicago @pklien #convcon
Add to Cart (neutral) Add to Cart (persuasive)97
98
99
100
101
102
103
104
105
“Add to cart” KPI Lift of Persuasive Messages vs Neutral Messages
Z-score: 2.93 Source: Persuaction Predicta Date Range: 2012/03/24 to 2012/05/10
4.1%
© Predicta 2012 Conversion Conference – Chicago @pklien #convcon
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.
Project Mission
© Predicta 2012 Conversion Conference – Chicago @pklien #convcon
Lift
in a
dd to
ca
rt c
lick
KPI
Different persuasion levers had different reaction
Source: Persuaction Predicta
dica_estil…
entre_mais…
dica_dos_e…
recomendac…
entrega_ra…
mais_de10_...
estoq
ue_ac…
poucas_uni…
entre_osma…
produtos_t…
nao_perca
melhores_o…
-4%
-2%
0%
2%
4%
6%
8%
10%
12%
© Predicta 2012 Conversion Conference – Chicago @pklien #convcon
© Predicta 2012 Conversion Conference – Chicago @pklien #convcon
What we learned.
© Predicta 2012 Conversion Conference – Chicago @pklien #convcon
• 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
How you can apply a persuasive agent to your CRO strategies:
© Predicta 2012 Conversion Conference – Chicago @pklien #convcon
Recommended reading
© Predicta 2012 Conversion Conference – Chicago @pklien #convcon
Thank you
Who wants to help build
on this [email protected]
© Predicta 2012 Conversion Conference – Chicago @pklien #convcon