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Changing the Game of Fundraising
Persuasion Profiling
PersuasionAPI is a product created by Science Rockstars™
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Co Founder ScienceRockstarscreators of PersuasionAPI
Initiator of Design for Conversion
Me
2PersuasionAPI is a product created by Science Rockstars™
I am pretty surehis name started
with a D.
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Science Rockstars was founded on the belief that good science leads to great business.
Science Rockstars
3PersuasionAPI is a product created by Science Rockstars™
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Changing the Rules???
4PersuasionAPI is a product created by Science Rockstars™
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New Rules of Online Marketing
5PersuasionAPI is a product created by Science Rockstars™
Less is More (Persuasion) Persuade individuals rather than a group
Learning beats testing
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The goal of persuasion is to changesomeone’s attitudes or behavior.
Persuasion
6PersuasionAPI is a product created by Science Rockstars™
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• Slide with the towell example
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Does Persuasion work?
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“Please reuse the towels. Most people reused their towel during their stay”
“Please reuse the towels. Most people
who stayed in this room
reused their towel during their stay”
PersuasionAPI is a product created by Science Rockstars™
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8Beta Launch presentations Q2 2012
It’s only partly what you want people to do, it’s how you ask it!
It’s how you ask…
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• Authority• Commitment & Consistency• Liking• Reciprocity• Scarcity• Social Proof
9PersuasionAPI is a product created by Science Rockstars™
Meet Bob: 6 Weapons of Influence
Bob Cialdini
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1010PersuasionAPI is a product created by Science Rockstars™
Respect my Authoritah!
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1111PersuasionAPI is a product created by Science Rockstars™
Commiting to a wish list, motivates commiting to a buy
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1212PersuasionAPI is a product created by Science Rockstars™
Being sweet persuades
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1313PersuasionAPI is a product created by Science Rockstars™
Giving stuff away for free persuades
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1414PersuasionAPI is a product created by Science Rockstars™
Scarcity Persuades
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1515PersuasionAPI is a product created by Science Rockstars™
Reviews are a form of Social Proof
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• Authority• Commitment & Consistency• Liking• Reciprocity• Scarcity• Social Proof
16PersuasionAPI is a product created by Science Rockstars™
Meet Bob: 6 Weapons of Influence
Bob Cialdini
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If Amazon does it…
PersuasionAPI is a product created by Science Rockstars™ 17
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The Art of Persuasion
PersuasionAPI is a product created by Science Rockstars™ 18
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Side step: Advanced Persuasion via Facebook
PersuasionAPI is a product created by Science Rockstars™ 19
- low cost of liking- existing motivation- hot triggers
Source: Robert Neal.com
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Putting Persuasive Triggers in the Path of visitors
PersuasionAPI is a product created by Science Rockstars™ 20
1.Commitment2.Scarcity3.Authority
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21PersuasionAPI is a product created by Science Rockstars™
Scarcity
Social proof
Social proof
Consistency & Commitment
Social proofFraming
Liking
Social proof
Scarcity
Scarcity
Social proof
Consistency & Commitment
Social proof
What you already should be doing
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Less persuasion is more persuasion
PersuasionAPI is a product created by Science Rockstars™
1. “100s of others have taken this study before.”2. “Professor Ford recommends taking this study.”
3. “There are only 18 hours left to participate in this study.”VS
1. “100s participated, & Professor Ford recommends it. Only 18 hours left.”
2. “Prof. Ford recommends it, 100s participated, only 18 hours left.”
3. “Only 18 hours left, & Professor Ford recommends it. 100s took it.”
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PersuasionAPI is a product created by Science Rockstars™
People are different (duh!)
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Slide with the towell
example
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Not everyone obeys the laws of social proof
24PersuasionAPI is a product created by Science Rockstars™
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Slide with the towell
example
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There are people thatquestion authority
25PersuasionAPI is a product created by Science Rockstars™
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26PersuasionAPI is a product created by Science Rockstars™
People are consistently different
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Persuade individuals rather
than a group
PersuasionAPI is a product created by Science Rockstars™
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28Beta Launch presentations Q2 2012
Persuasion Profile:
A persuasion profile is a collection of the estimates of the effect of persuasion
principles for each individual customer
Normal Page:A1 (Scarcity):A2 (Authority):A3 (Consensus):
Effect
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Normal Page:A1 (Scarcity):A2 (Authority):A3 (Consensus):
Effect
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Beta Launch presentations Q2 2012
We log the success
• We can monitor the success of each page served to a user.• We will keep updates of the average performance of your
served page variations, and of the performance for each client.
Normal Page:A1 (Scarcity):A2 (Authority):A3 (Consensus):
Effect
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Beta Launch presentations Q2 2012
We improve our advice
• Based on the response of each visitor we will update our advice for that user
• The new advice is a combination of the response of that visitor, as well as that of other clients
Normal Page:A1 (Scarcity):A2 (Authority):A3 (Consensus):
Effect
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Normal Page:A1 (Scarcity):A2 (Authority):A3 (Consensus):
Effect
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Beta Launch presentations Q2 2012
User navigates, we improve
• And so on, for each individual customer...
• Real time analytics is most effective in predicting behavior
Normal:A1:A2:A3:
Effect
First page served:
Normal:A1:A2:A3:
Effect
Second page served:
Normal:A1:A2:A3:
Effect
Third page served:
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Beta Launch presentations Q2 2012
Increasing chance of conversion for each customer
individualy
Normal:A1:A2:A3:
Effect
Third page served:
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Beta Launch presentations Q2 2012
Wait… There’s more! Bridging optimalization and
personalization
Normal:A1:A2:A3:
Effect
Third contact:
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CRM
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Beta Launch presentations Q2 2012
Paving the way for Multi-channel Persuasion
Normal:A1:A2:A3:
Effect
Third contact:
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35Beta Launch presentations Q2 2012
Exploit vs. ExploreWhat if it’s the first visit?
How much learning do you need?
Learning beats testing(any day)
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36Beta Launch presentations Q2 2012
Make out like a Bandit
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37Beta Launch presentations Q2 2012
Optimize conversion over time.
It will beat your A/B test…
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38Beta Launch presentations Q2 2012
Optimize the choice of persuasion principles at the level of individual clients
And we will get better…
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39Beta Launch presentations Q2 2012
Paradigm Shift in Online Marketing
VSContent Test Decide Content & Continuous Optimization
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40PersuasionAPI is a product created by Science Rockstars™
It really works…
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41PersuasionAPI is a product created by Science Rockstars™
It works on different levels
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42Beta Launch presentations Q2 2012
How can you be as successful as the others?
A Persuasion Profiling Case…
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• Slide with the towell example
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Beta Launch presentations Q2 2012
Casestudy Philips Directlife:
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• Slide with the towell example
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Beta Launch presentations Q2 2012
Philips Reminder Email
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Dear ($ firstname $),
How are you doing? We hope all is well. It is $#$ days since the last time you connected your Activity Monitor.
[ $ Message $ ]
We would like to remind you to connect it to your PC soon and stay in touch with Philips DirectLifeSincerely,
The DirectLife Team
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• Slide with the towell example
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Scarcity Email
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1. We would like to remind you to connect it to your PC soon and stay in touch with . . . . Today is a great day to start so make sure you do not miss out on your participation in . . . !
2. Any chance to connect your Activity Monitor is a chance to learn about your own activities. Take the opportunity to learn about your activities right now.
PersuasionAPI is a product created by Science Rockstars™
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• Slide with the towell example
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Authority Email
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1. Experienced coaches recommend frequent uploads of your activity data. This will help you to gain more insight and be more active!
2. Activity experts recommend moderate to high activity on a daily basis and connecting to the . . . platform will help you to reach this target!
PersuasionAPI is a product created by Science Rockstars™
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• Slide with the towell example
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Social Proof Email
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1. People like you who connect their Activity Monitor frequently with their PC are more likely to benefit from the program and obtain a healthy lifestyle!
2. 6. Thousands of people are participating actively in the program and they stay connected at least once a week. Join the group!
PersuasionAPI is a product created by Science Rockstars™
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• Slide with the towell example
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Summarizing the results:
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Increase in email click-through: >100%(at the 5th reminder)Increase in e-commerce revenue:
>25%
PersuasionAPI is a product created by Science Rockstars™
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Persuasion ProfilingAre you ready to Beta?
PersuasionAPI is a product created by Science Rockstars™ 49
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@arjanharing@persuasionapi
Now the game has changed, what’s going to be your play?
Persuasion Profiling
PersuasionAPI is a product created by Science Rockstars™ 50