The Brainy Way to Build Your Community - Roger Dooley
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Transcript of The Brainy Way to Build Your Community - Roger Dooley
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#fbsprint@rogerdooley
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Quantcast Rank Site733 Cars.com737 Abcnews.com777 CollegeConfidential.co
m791 SocialSecurity.gov809 ESPN.com @rogerdooley
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1. Conversion
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Via Andre Morys
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Traffic Conversion
@rogerdooley
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2. Habit Formation
@rogerdooley
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“Then a friend sent me a link to College Confidential.…deeply addictive, it feels like a cross between college admissions, porn and heroin.
Check it out at your own risk. “
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“She might as well have sent crack.
I was hooked. “
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@rogerdooley
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Daniel Kahneman Ronald Coase
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Daniel Kahneman
System 1
System 2
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5% Conscious
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95% Non-conscious
@rogerdooley
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Conversion&
Community
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The Persuasion
Slide™
@rogerdooley
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Gravity
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Nudge
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Angle
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Angle
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Friction
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Robert Cialdini: 6 Factors
@rogerdooley
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BJ Fogg: Behavior Model
@rogerdooley
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Geoffrey Miller: Evolutionary Psychology
@rogerdooley
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Behavior Research
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No singletheory explains
all behavior!
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CommunityConversion
@rogerdooley
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Gravity
• Initial Motivation• Needs• Wants• Goals
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Fighting Gravity
“Do this for us!”
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Fighting Gravity
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Work WITH Gravity
“We will help you!”
@rogerdooley
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Work WITH Gravity
From iwillteachyoutoberich.com
“Make Money!”
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Nudge
Attention!
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Nudges
Phone CallCall to Action
Popup
Search AdBanner Ad
Email AlarmSign
Sales Call
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Bad Nudge
From pawesome.com
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Fair Nudge
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chrisbrogan.com
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From chrisbrogan.com
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Non-members see:
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Nudge must be seen & start the process
@rogerdooley
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Angle
Motivation!
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Nudge Without Motivation
@rogerdooley
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Conscious & Non-Conscious Motivators
@rogerdooley
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Conscious MotivatorsBenefits
GiftsDiscounts
Features
Specifications Prices
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Non-conscious MotivatorsEmotions Psychology
Brain Bugs
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Include BOTH Conscious and
Non-conscious motivators!@rogerdooley
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Conscious: Benefits“Typical customer saves 25%.”
“Has twice the power!”
“Money-back guarantee!”
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Gifts & Discounts“Free 50-page ebook!”
“$10 Starbucks card if you complete the survey!”
“20% off until midnight!”
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@rogerdooley
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No Discounts,No Motivation
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Problem: Cost to Motivate
$ €
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Non-Conscious Motivators
FREE! Effective!
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Dog owners?
Pet parents?
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Liking
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Show attributes you share with your visitor
to create “liking effect.”
@rogerdooley
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Friction
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Ronald Coase
Friction =The time, money, and effort lost in getting what you
want.
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Difficulty:Real and Perceived
@rogerdooley
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Real FrictionForm FieldsSteps in Registration ProcessInstructions“What am I supposed to do?”ANYTHING in Conversion Sequence
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High Friction
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High Friction
@rogerdooley
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$4,000,000,000,000.
2015 Est. – Business Insider
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Near-Zero
Friction@rogerdooley
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• 4 screens• Captcha• Required fields• Rules box• Tiny CTA button
Community Friction
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Security Friction
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“Imaginary” Friction&
Cognitive Fluency@rogerdooley
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Confession SiteI believe God is on IRC and that I have found him. Sometimes I sympathize with other prophets of the past because no one believe me and I fear it will soon be too late to save mankind.
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Confession SiteI believe God is on IRC and that I have found him. Sometimes I sympathize with other prophets of the past because no one believe me and I fear it will soon be too late to save mankind.
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More “fluent” site =More revealing posts
Drunk Tank Pink, Alter @rogerdooley
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Minimize perceived friction with simple fonts, short
text, & easy-to-read design.
@rogerdooley
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Lurker Conversion
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Lurker to Active
• Identify• Nudge• Motivate• Make it easy
@rogerdooley
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Now, make it a habit…
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Nir Eyalnirandfar.com
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The HOOK Canvas
1. What internal trigger is
the product addressing?2. What external trigger
gets the user to the
product?
4. Is the reward fulfilling, yet leaves
the user wanting more?3. What is the
simplest behavior in anticipation of
reward?
5. What “bit of work” is done to increase the
likelihood of returning?
Nir Eyal’s Hook Model
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The HOOK Canvas
1. What internal trigger is
the product addressing?2. What external trigger
gets the user to the
product?
4. Is the reward fulfilling, yet leaves
the user wanting more?3. What is the
simplest behavior in anticipation of
reward?
5. What “bit of work” is done to increase the
likelihood of returning?
Nir Eyal’s Hook Model
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The HOOK Canvas
1. What internal trigger is
the product addressing?2. What external trigger
gets the user to the
product?
4. Is the reward fulfilling, yet leaves
the user wanting more?3. What is the
simplest behavior in anticipation of
reward?
5. What “bit of work” is done to increase the
likelihood of returning?
Nir Eyal’s Hook Model
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Action
• Trigger + Motivation• Join, Post, Like, etc.• Make it EASY
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Reward
• Dopamine• Anticipation • Variable
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Reward
• Social (likes, shares, comments)
• Information• Amusement, etc.
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Investment
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Cialdini’s 4th Principle
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Hook CanvasInvestment loads next trigger!
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Successful Communities• Nudge visitors and members to act
@rogerdooley
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Make it easy to join & participate
@rogerdooley
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Give variable rewards (likes, etc.)
@rogerdooley
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Let members build value and load new triggers
@rogerdooley
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How The World’s Top Conversion Experts
Seduce You Into Joining
@rogerdooley
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Multiple Nudges
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Popups Convert Best
• Exit Intent
• Two Button
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Measure Real Behavior• Heat Maps• Scroll Maps• Mouse Tracking• Etc.• Tools: CrazyEgg,
ClickTale, Inspectlet, many more
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Use A/B Tests
Tools: Optimizely, Visual Website Optimizer, Convert.com, etc.
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There are no best practices,just starting points for
testing.
@rogerdooley
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If you remember just one thing …
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Change is constant and accelerating…
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Communication50 Years
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Media50 Years
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Mobile!
Big Data!
Social Media!
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Our BrainsNO Change in 50,000 Years!
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Build your community for the
way the human brain really works!