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PERSUASION
Three Surefire Psychological
 Tactics To Boost Your Sales


              Stephen Pavlovich
Large increases in revenue
   from conversion rate
       optimisation
One test added over £100m/yr




Large increases in revenue
   from conversion rate
       optimisation
Persuasion isn’t new
The media are new

The ability to test is new




Persuasion isn’t new
We can take inspiration
 from many sources
   – not just online
perpetualplum   [photo]Matt
PERSUASION
    Over-simplified
Persuasion - three sure fire psychological tactics to boost your sales - Stephen Pavlovich
People develop
cognitive shortcuts –
   assumptions
These can be manipulated




   People develop
 cognitive shortcuts –
    assumptions
Expensive   Good
mrapplegate
Expensive   Good
iujaz
mrapplegate
“Reassuringly Expensive”
mrapplegate
“How do you increase sales?”
Alexisol
A: Put the price up
Alexisol
1.
TEST PRICING
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
How usability affects
           influence
Persuasion - three sure fire psychological tactics to boost your sales - Stephen Pavlovich
Persuasion - three sure fire psychological tactics to boost your sales - Stephen Pavlovich
Persuasion - three sure fire psychological tactics to boost your sales - Stephen Pavlovich
http://wiki.darkpatterns.org
http://wiki.darkpatterns.org
http://wiki.darkpatterns.org
2.
TEST “DEFAULTS”
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?)
Identify your bad
           points
Dave   John
planetina
“Sometimes,
                    John can be a
                   little difficult to
                   get along with.”


            Dave         John
planetina
Dave   John
planetina
Identify objections
            Dave                John
              + enhance credibility
planetina
Persuasion - three sure fire psychological tactics to boost your sales - Stephen Pavlovich
“Where’s the free trial?”
Instead of a free trial, we
  include an “automatic
moneyback guarantee”…




 “Where’s the free trial?”
Persuasion - three sure fire psychological tactics to boost your sales - Stephen Pavlovich
Persuasion - three sure fire psychological tactics to boost your sales - Stephen Pavlovich
Persuasion - three sure fire psychological tactics to boost your sales - Stephen Pavlovich
3.
  IF YOU CAN’T FIX IT,
CHANGE PERCEPTION
DAMAGING ADMISSIONS
 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
ANY QUESTIONS?

    Stephen Pavlovich
         Conversion Factory

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Persuasion - three sure fire psychological tactics to boost your sales - Stephen Pavlovich

Notas do Editor

  1. Religion, brainwashing, cults, TV, advertising