O slideshow foi denunciado.
Utilizamos seu perfil e dados de atividades no LinkedIn para personalizar e exibir anúncios mais relevantes. Altere suas preferências de anúncios quando desejar.

Nudge to convert

1.401 visualizações

Publicada em

Using ideas from behavioral economics and paternalistic libertarianism to design choice architectures and "digital nudges": plus a case study from an internet startup selling SaaS.

Publicada em: Marketing
  • Entre para ver os comentários

Nudge to convert

  1. 1. Photo by ramseymohsen - Creative Commons Attribution-NonCommercial-ShareAlike License https://www.flickr.com/photos/7665931@N08   Created with Haiku Deck  
  2. 2. Photo by swisscan - Creative Commons Attribution-NonCommercial-ShareAlike License https://www.flickr.com/photos/7578081@N07   Created with Haiku Deck  
  3. 3. Photo by dan taylor - Creative Commons Attribution License https://www.flickr.com/photos/56783767@N00   Created with Haiku Deck  
  4. 4. Photo by launceston_lad - Creative Commons Attribution-NonCommercial License https://www.flickr.com/photos/61364433@N00   Created with Haiku Deck  
  5. 5. Photo by FutUndBeidl - Creative Commons Attribution License https://www.flickr.com/photos/61423903@N06   Created with Haiku Deck  
  6. 6. Photo by Orin Zebest - Creative Commons Attribution-NonCommercial-ShareAlike License https://www.flickr.com/photos/33917831@N00   Created with Haiku Deck  
  7. 7. Photo by Alexey Kljatov - Creative Commons Attribution-NonCommercial License https://www.flickr.com/photos/53601471@N08   Created with Haiku Deck  
  8. 8. Photo by okfn - Creative Commons Attribution License https://www.flickr.com/photos/50136062@N03   Created with Haiku Deck  
  9. 9. Photo by richard_north - Creative Commons Attribution License https://www.flickr.com/photos/64194289@N04   Created with Haiku Deck  
  10. 10. Photo by Sean MacEntee - Creative Commons Attribution License https://www.flickr.com/photos/18090920@N07   Created with Haiku Deck  
  11. 11. Photo by Ben (Falcifer) - Creative Commons Attribution-NonCommercial License https://www.flickr.com/photos/93839090@N00   Created with Haiku Deck  
  12. 12. Provider  of  technology  for  se2ng  up,  managing  and  streaming  live  internet  radio.  
  13. 13. Photo by Pink Sherbet Photography - Creative Commons Attribution License https://www.flickr.com/photos/40645538@N00   Created with Haiku Deck  
  14. 14. How  we  did  it:   •  Created  3  products  to  address  3  main  customer  groups  (see  above);   •  Placed  main  product  “Pro”  in  the  middle  and  made  it  larger;   •  Pricing  reflected  relaBve  benefits  of  Pro  as  the  best  value  for  money;   •  Addressed  potenBal  customers  in  a  personal  and  inBmate  way.  
  15. 15. How  we  did  it:   •  Created  landing  pages  to  help  customers  select  the  right  product   plan  for  their  needs  (see  above);   •  The  “nudge”  aimed  to  help  the  make  the  best  decision;   •  The  “nudge”  followed  a  structured  self-­‐guiding  quesBonnaire,   based  on  market  research.  
  16. 16. How  we  did  it:   •  By  following  the  simple  quesBonnaire  (see  above)    potenBal  customers   were  guided  to  the  product  plans;   •  We  aimed  to  match  incoming  potenBal  customer  with  the  best  plan,  by   “speaking  the  language”  of  the  customer.  
  17. 17. How  we  did  it   •  At  the  final  step,  a  suggesBon  was  given   (see  right);   •  With  clearly  defined  reasons;   •  And  opBons  to  seek  more  informaBon;   •  Or  redo  the  quesBonnaire.  
  18. 18. How  we  did  it   •  Created  event  on  Google  AnalyBcs  (see  above:  #helpmechoose)  to  track  customer   journey  and  conversions   •  A/B  tested  with  different  content   •  Followed  up  engagement  with  emails  and  surveys   •  Nudge  helped  growth  hack  the  engagement  part  of  the  funnel  (acquisiBon  -­‐>  signup)  
  19. 19. Photo by ecstaticist - Creative Commons Attribution-NonCommercial-ShareAlike License https://www.flickr.com/photos/41864721@N00   Created with Haiku Deck  
  20. 20. @zarkadakis   George  Zarkadakis,  PhD,  CEng   Digital  TransformaBon  Consultant.   For  more  info  visit:  www.felinequanta.com