W i n d e s h e i m z e t k e n n i s i n w e r k i n g

Persuasive design

W i n d e s h e i m z e t k e n n i s i n w e r k i n g

Louis Klomp

W i n d e s h e i m z e t k e n n i s i n w e r k i n g

Windesheim

W i n d e s h e i m z e t k e n n i s i n w e r k i n g

Zwolle

Zwolle

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Persuade, verb [pəˈsweɪd]

1. to cause to believe; convince2. win approval or support for3. win (someone) over

W i n d e s h e i m z e t k e n n i s i n w e r k i n g

Robert B. Cialdini, PH.D

W i n d e s h e i m z e t k e n n i s i n w e r k i n g

1. Reciprocation

People tend to keep the balance between give and take.

When they receive a gift, they will feel obliged to do something in return

‘The Old Give and Take–and Take’

W i n d e s h e i m z e t k e n n i s i n w e r k i n g

As soon as we take a stand, we feel a strong urge to follow through in a consistent way

‘Once you’ve started, you have to finish’

2. Commitment & Consistency

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Which one would you go to?

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3. Social proof

If other people like a product or service, you tend to like it as well

 ’Truths Are Us’

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W i n d e s h e i m z e t k e n n i s i n w e r k i n g

Case: Essent

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Testimonials/reviews

Quotes by clients commenting on your products or services

– Dare to show critical or neutral testimonials te tonen (credibility)

– (user)names en personalinfo

– ratings or grades

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4. Liking

Sympathy makes you weak. It will make you give, and do, more for a person you like

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Liking is accomplished by…

– Being good looking ;-)

– Being similar

– Giving compliments

– Trust, familiarity with positive association

• Team work (think along)

W i n d e s h e i m z e t k e n n i s i n w e r k i n g

W i n d e s h e i m z e t k e n n i s i n w e r k i n g

5. Authority

People tend to believe someone merely because he or she is an expert in a certain field

W i n d e s h e i m z e t k e n n i s i n w e r k i n g

6. Scarcity

If a product’s availability isn’t unlimited, the pressure of buying increases

W i n d e s h e i m z e t k e n n i s i n w e r k i n g

Persuasion by

1. Reciprocation

2. Commitment and consistency

3. Social proof

4. Liking

5. Authority

6. Scarcity

W i n d e s h e i m z e t k e n n i s i n w e r k i n g

Temperaments

“we’re all different”

W i n d e s h e i m z e t k e n n i s i n w e r k i n g

WIIFM?What’s In It For Me?

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WIIFM?

Every potential customer asks himself the question: WIIFM?

But how do you address each potential customer

Is there 1 way? Does it work for everybody?

W i n d e s h e i m z e t k e n n i s i n w e r k i n g

The ‘real’ world

A qreat sales person knows what kind of customer there’s in front of him and he alters his pitch accordinly

In E-commerce this is much more difficult, so you have to address all types at the same time!

W i n d e s h e i m z e t k e n n i s i n w e r k i n g

Myers-Briggs Type Indicator

W i n d e s h e i m z e t k e n n i s i n w e r k i n g

4 types of behavioural preferences

Everybody has a preference for at least one of the ‘temperament-groups’

– Methodical

– Spontaneous

– Humanistic

– Competitive

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Differences

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Methodical

– Like facts, presented logically and structured.

– Don’t like the ‘personal touch’

– They want to compare (tables en graphs!!!!!)

W i n d e s h e i m z e t k e n n i s i n w e r k i n g

Questions by the Methodical

– What are the details?

– What’s the fine print?

– How does this work?

– What are the product specs?

– What proof do you have?

– Can you guarantee that?

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Competitive

– Looking for competition.

– Curious

– Want to ‘get’ and control live

– Goal oriented, looking for solutions to problems

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Questions by the Competitive

– What are your competitive advantages?

– What are your credentials?

– What is your research?

– How can you help me achieve my goals?

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Spontanous

– Live here and now.

– Flexible

– Seeking change, innovations

– Quick discision makers

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Questions by the Spontaneous

– How can you get me to what I need quickly?

– Can you help me narrow down my choices?

– How quickly can I take action and achieve my goals?

– How will this let me enjoy life more?

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Humanistic

– Like to help others

– Relationship oriented

– Tend to put other people’s needs before their own

– Looking at the bigger picture

W i n d e s h e i m z e t k e n n i s i n w e r k i n g

Questions by the Humanistic

– Who uses your products/service?

– Who are you? Tell me who is on your staff, and let me

– see bios.

– What experience have others had with you?

– How will this help me strengthen relationships

W i n d e s h e i m z e t k e n n i s i n w e r k i n g

Study aid

W i n d e s h e i m z e t k e n n i s i n w e r k i n g

Study aid

W i n d e s h e i m z e t k e n n i s i n w e r k i n g

Sample copy

Buy the Coolpix camera and you’ll be taken great pictures within 5 minutes. We guarantee true colors and HD picture quality. With an image chip that’s rated the best by ‘Photographers Online’ and a patented lens, thousands already enjoy this camera!

W i n d e s h e i m z e t k e n n i s i n w e r k i n g

Sample copy

Buy the Coolpix camera and you’ll be taken great pictures within 5 minutes. We guarantee true colors and HD picture quality. With an image chip that’s rated the best by ‘Photographers Online’ and a patented lens, thousands already enjoy this camera!

Methodical

W i n d e s h e i m z e t k e n n i s i n w e r k i n g

Sample copy

Buy the Coolpix camera and you’ll be taken great pictures within 5 minutes. We guarantee true colors and HD picture quality. With an image chip that’s rated the best by ‘Photographers Online’ and a patented lens, thousands already enjoy this camera!

Competitive

W i n d e s h e i m z e t k e n n i s i n w e r k i n g

Sample copy

Buy the Coolpix camera and you’ll be taken great pictures within 5 minutes. We guarantee true colors and HD picture quality. With an image chip that’s rated the best by ‘Photographers Online’ and a patented lens, thousands already enjoy this camera!

Spontaneous

W i n d e s h e i m z e t k e n n i s i n w e r k i n g

Sample copy

Buy the Coolpix camera and you’ll be taken great pictures within 5 minutes. We guarantee true colors and HD picture quality. With an image chip that’s rated the best by ‘Photographers Online’ and a patented lens, thousands already enjoy this camera!

Humanistic

W i n d e s h e i m z e t k e n n i s i n w e r k i n g