Pieter -jan-Troost - Conversion Day 2014
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Maximize conversion through persuasion design Pieter Jan Troost - partner and strategy director Buyerminds
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Conversion Day 2014
Transcript of 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." !
