http://gettomorrow.fi/

1. build engaging
experiences with
lessons from neuro
research
boost conversions,
leads, revenues.
most of all, delight
your customers
sweise@bixapeople.com
linkedin.com/in/sarahweise
@weisesarah
sarah weise. get tomorrow.

2. @weisesarah #sanoma2017

3. @weisesarah #sanoma2017
The end goal is to help you
craft a more human brand.

4. Here's a set of events unexplainable by
common sense, and I promise you'll be able to
solve the mystery at the end of [this lecture].
Robert Cialdini
“
@weisesarah #sanoma2017

5. Today, we will solve these mysteries…
alexa does not work 40% of the
time, yet owners are in love
blog disclosures don’t hinder
credibility – they boost it
product videos (even goofy ones)
increase purchases by 64%
@weisesarah #sanoma2017
1. 2. 3.

6. A few highlights from 15 years
studying persuasion and empathy
Studied empathy in
negotiations with former
FBI hostage negotiator
Crafted online and mobile
experiences for over 100
brands in commercial,
government, and non-profit
Volunteered for a year at a
suicide hotline to study
time-sensitive connection
& high-stakes persuasion
Applied UX and persuasion
principles to service design
to improve omni-channel
taxpayer experience in the
United States.
… the most challenging and mind-boggling study of persuasion

7. @weisesarah #sanoma2017

8. @weisesarah #sanoma2017
95%decisions are unconscious

9. @weisesarah #sanoma2017
logic emotion
survival

10. @weisesarah #sanoma2017
Survival brain is downright selfish.
Can I eat it? Will it hurt me? Can I have sex with it?

11. @weisesarah #sanoma2017
emotion
survival
Your primary
decision maker is
oh-so emotional.

12. @weisesarah #sanoma2017
Mr. Logic justifies
decisions more than
a politician.
logic

13. @weisesarah #sanoma2017

14. @weisesarah #sanoma2017
Emotions (not reason)
drive online behavior.

15. @weisesarah #sanoma2017
The most persuasive websites or
campaigns tap into all three
decision-making parts of our brain.

16. @weisesarah #sanoma2017
logic emotion
survival
social proof
humanize
scarcity
loss aversion
authority
reasons

17. @weisesarah #sanoma2017
Social Proof1 # reviewers star ratings mean girls badge

18. @weisesarah #sanoma2017
Social Proof1 # likes, pins emojis likesreview summaries

19. @weisesarah #sanoma2017
Social Proof1 # people# people like me

20. @weisesarah #sanoma2017
Social Proof1
The most persuasive asks involve
our friends, people we know, or
people we think will be like us.

21. @weisesarah #sanoma2017
Message Towel Reuse
Help us save energy 16%
75% of guests at this hotel reuse towels 44%
75% of guests staying in this room reuse towels 49%
Social Proof1

22. @weisesarah #sanoma2017
Social Proof1 show likesshow friends

23. @weisesarah #sanoma2017
Authority2 big names

24. @weisesarah #sanoma2017
Authority2 your own badge

25. @weisesarah #sanoma2017
Authority2 external badge

26. @weisesarah #sanoma2017
Authority2 influencer endorsement

27. @weisesarah #sanoma2017
Authority2 disclosures
This NEW research by Debora Thompson at Georgetown University

28. @weisesarah #sanoma2017
Scarcity3 # remaining (small)# buying (big)

29. @weisesarah #sanoma2017
Scarcity3 risk averse rationale
Pair scarcity tactics
with a risk-averse
reason for purchase.

30. @weisesarah #sanoma2017
Loss Aversion4 start fully loaded

31. @weisesarah #sanoma2017
Loss Aversion4

32. @weisesarah #sanoma2017
Loss Aversion4 possible loss in copyThe “your” connection

33. @weisesarah #sanoma2017
Reasons5 add reason near CTA

34. @weisesarah #sanoma2017
Reasons5 the word “because”

35. @weisesarah #sanoma2017
Reasons5 video description
64% more buy after
watching a video

36. @weisesarah #sanoma2017
Humanize6
We are a species that cannot exist
without human connections – and
we connect through emotions.

37. @weisesarah #sanoma2017
Humanize6
Mirror neurons enable us experience
social emotions such as pride, guilt,
shame, embarrassment, lust, and love–
simply by watching others.
Photo from Yayoi Kusama: Infinity Mirrors, Washington, DC

38. @weisesarah #sanoma2017
Humanize6 anthropomorphism

39. @weisesarah #sanoma2017
Humanize6
“Feels like she’s addressing
me back. Feels Iike I’m
interacting with a person.”
“It’s fun to banter back
and forth.”
conversational cadence
NEW research by Brilliant Experience

40. @weisesarah #sanoma2017
Humanize6
1. Conversational Cadence
2. Context Relevance
3. Emotional Response
NEW research by Brilliant Experience

41. @weisesarah #sanoma2017
Humanize6
Despite low accuracy of Zero UI systems (61% - 76%)…
70% believe people will trust it enough to replace some
human relationships
57% would personally trust it that much
50% can see themselves loving it as much as a pet
Stats from ARM survey of nearly 4,000 measuring attitudes toward AI

42. @weisesarah #sanoma2017
Building experiences that will
connect with your customer matters.

43. @weisesarah #sanoma2017
logic emotion
survival
social proof
humanize
scarcity
loss aversion
authority
reasons

44. @weisesarah #sanoma2017
because more intelligent experiences await.persuasivehuman
go ahead. play mind games.

45. @weisesarah #sanoma2017
start with the slides:
slideshare.net/weises
arah
power your
persuasion. contact
me for consulting
services
want to talk with a
human? of course you do!
sweise@bixapeople.com
thank you, sanoma!