Using ideas from paternalistic libertarianism and behavioural economics in order to build effective choice architectures in digital marketing. Includes a case study for a SaaS startup.

1. Photo by ramseymohsen - Creative Commons Attribution-NonCommercial-ShareAlike License https://www.flickr.com/photos/7665931@N08
Created with Haiku Deck

2. Photo by swisscan - Creative Commons Attribution-NonCommercial-ShareAlike License https://www.flickr.com/photos/7578081@N07
Created with Haiku Deck

3. Photo by dan taylor - Creative Commons Attribution License https://www.flickr.com/photos/56783767@N00
Created with Haiku Deck

4. Photo by launceston_lad - Creative Commons Attribution-NonCommercial License https://www.flickr.com/photos/61364433@N00
Created with Haiku Deck

6. Photo by FutUndBeidl - Creative Commons Attribution License https://www.flickr.com/photos/61423903@N06
Created with Haiku Deck

7. Photo by Orin Zebest - Creative Commons Attribution-NonCommercial-ShareAlike License https://www.flickr.com/photos/33917831@N00
Created with Haiku Deck

8. Photo by Alexey Kljatov - Creative Commons Attribution-NonCommercial License https://www.flickr.com/photos/53601471@N08
Created with Haiku Deck

9. Photo by okfn - Creative Commons Attribution License https://www.flickr.com/photos/50136062@N03
Created with Haiku Deck

10. Photo by richard_north - Creative Commons Attribution License https://www.flickr.com/photos/64194289@N04
Created with Haiku Deck

11. Photo by Sean MacEntee - Creative Commons Attribution License https://www.flickr.com/photos/18090920@N07
Created with Haiku Deck

12. Photo by Ben (Falcifer) - Creative Commons Attribution-NonCommercial License https://www.flickr.com/photos/93839090@N00
Created with Haiku Deck

13. Provider
of
technology
for
se2ng
up,
managing
and
streaming
live
internet
radio.

14. Photo by Pink Sherbet Photography - Creative Commons Attribution License https://www.flickr.com/photos/40645538@N00
Created with Haiku Deck

15. 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.

16. 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.

17. 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.

18. 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.

19. 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)

20. Photo by ecstaticist - Creative Commons Attribution-NonCommercial-ShareAlike License https://www.flickr.com/photos/41864721@N00
Created with Haiku Deck

21. @zarkadakis
George
Zarkadakis,
PhD,
CEng
Digital
TransformaBon
Consultant.
For
more
info
visit:
www.felinequanta.com