PERSUASIONThree Surefire Psychological

Tactics To Boost Your Sales

Stephen Pavlovich

Large increases in revenue from conversion

rate optimisation

Large increases in revenue from conversion

rate optimisation

One test added over £100m/yr

Persuasion isn’t new

Persuasion isn’t new

The media are new

The ability to test is new

We can take inspiration from many sources

– not just online

perpetualplum [photo]Matt

PERSUASIONOver-simplified

People develop cognitive shortcuts –

assumptions

People develop cognitive shortcuts –

assumptions

These can be manipulated

Expensivemrapplegate

Good

iujaz

Expensive Good

mrapplegate

mrapplegate

“Reassuringly Expensive”

Alexisol

“How do you increase sales?”

Alexisol

A: Put the price up

1. TEST PRICING

If you can, test pricing Fewer sales can mean bigger

profit It’s easier if you:

use landing pages (not large sites) sell a unique product have a forgiving developer

1. TEST PRICING

How usability affects influence

http://wiki.darkpatterns.org

http://wiki.darkpatterns.org

http://wiki.darkpatterns.org

2. TEST “DEFAULTS”

Usability tests will show you how visitors use your website (eg whatusersdo.com)

What mistakes do they make? How can you fix them?

(Can you use them for evil?)

2. TEST DEFAULTS

Identify your bad points

planetina

Dave John

planetina

Dave John

“Sometimes, John can be a little difficult to get along

with.”

planetina

Dave John

planetina

Dave JohnIdentify objections

+ enhance credibility

“Where’s the free trial?”

“Where’s the free trial?”

Instead of a free trial, we include an

“automatic moneyback guarantee”…

3. IF YOU CAN’T FIX IT,

CHANGE PERCEPTION

Survey your visitors and customers

Find out why they wouldn’t (nearly didn’t) buy from you

If you can, fix it (and test it) If you can’t, turn it into an

advantage

DAMAGING ADMISSIONS

ANY QUESTIONS?

Stephen PavlovichConversion Factory