#conversion12 Keynote talk by Maurits Kaptein, Science Rockstars.

1. Persuasion Profiling
is changing the concept of marketing without you even knowing it!
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2. Me
Chief Science Officer PersuasionAPI
Researcher at:
Eindhoven University of Technology
Aalto School of Economics (Helsinki)
Stanford University (Stanford)
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3. Q1: Persuasion?
• The goal of persuasion is to change
someone’s attitudes or behavior.
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4. Q2: Does that work?
• Slide reuse the
“Please with “Please reuse “Please reuse
towell example towel.
your towel” your your towel.
Most people Most people
reused their who stayed in
towel during this room
their stay” reused their
towel during
their stay”
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5. It’s how you ask…
It’s only partly what you want people to do, it’s how you ask it!
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6. 6 Principles of Persuasion
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7. Persuasion Online
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8. Q3: How do we use this?
Should we use all the persuasion we can think of?
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9. No!
• Slide with the
Clicks onexample
towell multi-principle ads: .18 %
And on single principle ads: .36%
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10. Q4: Are we all the same?
Should we use the same principles for everyone?
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11. 2 Scenarios:
Average
Average
Individuals Individuals
- + - +
Effect of using a strategy Effect of using a strategy
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12. We are different, but consistent…
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13. Persuasion Profiles
Wouldn't you like to know how to adjust
your (online) presence in a way that you increase
the chance of conversion for each user individually?
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14. Persuasion Profile:
Normal Page:
A1 (Scarcity):
A2 (Authority):
A3 (Consensus):
Effect
•A persuasion profile is a collection of the
estimates of the effect of persuasion principles
for each individual user
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15. It’s a new dimension:
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16. Q5: How is it done?
How can you use persuasion profiles on your website, in your emails, or
in other channels?
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17. Step 1: Review your Sales Strategy
Implementations
Marketeer
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18. Step 2: You integrate with the PersuasionAPI
Cloud Services
Your web server PersuasionAPI server
1) Point to PersuasionAPI Service
2) Dynamic adjustments on Page
based on PersuasionAPI adviceid
3) Hooks for user behavior
monitoring (log event, view event,
success event)
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19. Example of adjusted page
•1: Log Client ID (e.g. via
dynamic image, cookie, etc)
•2. Link(s) to log success of
the Sales Strategy
•3. Hooks to log non-
responsiveness to a Sales
Strategy
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20. Step 3: We log the success
Normal Page:
A1 (Scarcity):
A2 (Authority):
A3 (Consensus):
Effect
• Based on the dynamic image and the link we can monitor the
success of each page served to a user.
• We will keep updates of the average performance of your served
page variations, and of the performance for each client.
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21. Step 4: We improve our advice
Normal Page:
A1 (Scarcity):
A2 (Authority):
A3 (Consensus):
Effect
• Based on the response of each client we will update our advice for that user
• The new advice is a combination of the response of that client, as well as that of
other clients
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22. Step 5: User navigates, we improve
First page served: Second page served: Third page served:
Normal: Normal: Normal:
A1: A1: A1:
A2: A2: A2:
A3: A3: A3:
Effect Effect Effect
• And so on, for each individual client...
• Real time analytics is most effective in predicting
behavior
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23. Explore vs. Exploit
What if it’s the first visit?
How much learning do you need?
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24. Competing Principles
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25. It will beat your A/B test…
Optimize conversion over time.
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26. And we will get better…
Optimize the choice of persuasion principles at the level of individual
clients
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27. Some Results…
How do you know persuasion profiles are successful?
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28. You test it!
• 20% of your clients will receive your original page
• 80% will receive pages with persuasive content that is
dynamically updated
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29. Results
• Slide with the
Increase example
towell in email click through:
(at the 5th reminder)
>100%
Increase in e-commerce revenue: >25%
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30. Persuasion Profiling
Are you ready to Beta?
Launch April 1st in Netherlands, from May
onwards rest of Europe & Russia.
Q3/4 2012 launch USA with version 1.
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31. Wow!
@persuasionAPI
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