7 Decision Science Secrets that Drive Digital Behavior
Nancy HarhutMay 27, 2015
2@nharhut #persuasion
1. Harder to reach people– Crowded inboxes– Surging unsubscribes– Banner blindness– 27 million pieces of content/day (NewsCred)– 10 seconds on a page (Nielsen Norman Group)
3@nharhut #persuasion
2. Waning attention spans(National Center for Biotechnology Information)
Average human attention span = 8 seconds
Average goldfish attention span = 9 seconds
4@nharhut #persuasion
3. 95 % of decision- making takes place in the subconscious mind.
--- Gerald Zaltman, Harvard Business School,
“How Customers Think”
5@nharhut #persuasion
DECISION MAKING SHORTCUTS
6@nharhut #persuasion
The brain doesn’t like logical, rational, conscious thinking-
and will take any shortcut it can
7@nharhut #persuasion
Unless…
8@nharhut #persuasion
COMMITMENT / CONSISTENCY
9@nharhut #persuasion
Drive Safely
10@nharhut #persuasion
11@nharhut #persuasion
12@nharhut #persuasion
13@nharhut #persuasion
14@nharhut #persuasion
15@nharhut #persuasion
16@nharhut #persuasion
17@nharhut #persuasion
18@nharhut #persuasion
19@nharhut #persuasion
20@nharhut #persuasion
PledgeRegister
Trial MembershipAnswer question
21@nharhut #persuasion
22@nharhut #persuasion
LOSS AVERSION
23@nharhut #persuasion
24@nharhut #persuasion
25@nharhut #persuasion
26@nharhut #persuasion
27@nharhut #persuasion
28@nharhut #persuasion
CHOICE ARCHITECTURE
29@nharhut #persuasion
30@nharhut #persuasion
31@nharhut #persuasion
32@nharhut #persuasion
33@nharhut #persuasion
34@nharhut #persuasion
35@nharhut #persuasion
36@nharhut #persuasion
COGNITIVE FLUENCY
37@nharhut #persuasion
38@nharhut #persuasion
39@nharhut #persuasion
Hard to Read
40@nharhut #persuasion
41@nharhut #persuasion
42@nharhut #persuasion
43@nharhut #persuasion
44@nharhut #persuasion
45@nharhut #persuasion
Woes unite foesVs.
Woes unite enemies
46@nharhut #persuasion
47@nharhut #persuasion
48@nharhut #persuasion
49@nharhut #persuasion
50@nharhut #persuasion
51@nharhut #persuasion
PRICING PERCEPTIONS
52@nharhut #persuasion
$120
$120.00
53@nharhut #persuasion
54@nharhut #persuasion
55@nharhut #persuasion
$34
$39
$44
56@nharhut #persuasion
Money prime:• More selfish• Less likely to help others• More self-reliant
57@nharhut #persuasion
58@nharhut #persuasion
59@nharhut #persuasion
60@nharhut #persuasion
61@nharhut #persuasion
COPY NUDGES
62@nharhut #persuasion
Is it ok to smoke whileyou pray?
63@nharhut #persuasion
Is it ok topray while you smoke?
64@nharhut #persuasion
5 Ws and 1 H
65@nharhut #persuasion
66@nharhut #persuasion
67@nharhut #persuasion
68@nharhut #persuasion
69@nharhut #persuasion
70@nharhut #persuasion
71@nharhut #persuasion
72@nharhut #persuasion
73@nharhut #persuasion
74@nharhut #persuasion
75@nharhut #persuasion
DESIGN NUDGES
76@nharhut #persuasion
77@nharhut #persuasion
78@nharhut #persuasion
79@nharhut #persuasion
80@nharhut #persuasion
Color• Increases brand recognition up to 80%• Improves readership up to 40%• Increases comprehension by 73%• Can be up to 85% of the reason people