THE SCIENCE of WEB PSYCHOLOGY ONLINE THE WEB PSYCHOLOGIST LTD.
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1 WEB PSYCHOLOGY THE SCIENCE of ONLINE PERSUASION
2 NATHALIE TheWebPsychologist.com
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4 WEB PSYCHOLOGY The empirical study of how our online environments influence our attitudes and behaviours
5 persuasive technology personality psychology neuroscience HCI behavioural economics cognitive psychology WEB PSYCHOLOGY cross-cultural psychology user experience neuroaesthetics social psychology digital humanities marketing
6 HOW IT HELPS YOU It s a psychological toolkit that can help you design more persuasive websites, marketing, and user experiences
7 TODAY S TALK 1 Introduction 2 Persuasive copy THE 3 SYSTEMS BRAIN 3 Engaging images 4 Viral videos 5 Key takeaways THE WEB PSYCHOLOGIST
8 THE THREE SYSTEMS Triune brain Brain is highly complex Useful model Understand hidden motivations Design persuasive experiences
9 THE THREE SYSTEMS Triune brain Brain is highly complex Useful model Understand hidden motivations Design persuasive experiences
10 THE THREE SYSTEMS Triune brain Brain is highly complex Useful model Understand hidden motivations Design persuasive experiences
11 THE THREE SYSTEMS Triune brain Brain is highly complex Useful model Understand hidden motivations Design persuasive experiences
12 THE THREE SYSTEMS Triune brain Brain is highly complex Useful model Understand hidden motivations Design persuasive experiences
13 1 THE PRIMAL SYSTEM
14 PRIMAL Common to all animals Basic vital functions Risky vs. Safe (FFF) Sex Food
15 PRIMAL Common to all animals Basic vital functions Risky vs. Safe (FFF) Sex Food
16 PRIMAL Common to all animals Basic vital functions Risky vs. Safe (FFF) Sex Food
17 PRIMAL Common to all animals Basic vital functions Risky vs. Safe (FFF) Sex Food
18 PRIMAL Common to all animals Basic vital functions Risky vs. Safe (FFF) Sex Food
19 KEY PRINCIPLES Cues for sex Images of food / drink Motion Contrast & concrete Peak end rule Scarcity
20 Julian Wolkenstein Symmetrical Portraits
21 KEY PRINCIPLES Cues for sex Images of food / drink Motion Contrast & concrete Peak end rule Scarcity
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24 KEY PRINCIPLES Cues for sex Images of food / drink Motion Contrast & concrete Peak end rule Scarcity
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27 KEY PRINCIPLES Cues for sex Images of food / drink Motion Contrast & concrete Peak end rule Scarcity
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29 KEY PRINCIPLES Cues for sex Images of food / drink Motion Contrast & concrete Peak end rule Scarcity
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33 KEY PRINCIPLES Cues for sex Images of food / drink Motion Contrast & concrete Peak end rule Scarcity
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37 2 THE EMOTIONAL SYSTEM
38 EMOTIONAL Limbic system Ancient & automatic Amygdala fear, relevance, trust Thalamus happy, sad, disgusted VTA dopamine risk & reward
39 EMOTIONAL Limbic system Ancient & automatic Amygdala fear, relevance, trust Thalamus happy, sad, disgusted VTA dopamine risk & reward
40 EMOTIONAL Limbic system Ancient & automatic Amygdala fear, relevance, trust Thalamus happy, sad, disgusted VTA dopamine risk & reward
41 EMOTIONAL Limbic system Ancient & automatic Amygdala fear, relevance, trust Thalamus happy, sad, disgusted VTA dopamine risk & reward
42 EMOTIONAL Limbic system Ancient & automatic Amygdala fear, relevance, trust Thalamus happy, sad, disgusted VTA dopamine risk & reward
43 KEY PRINCIPLES Empathy (mirror neurons) Pleasure & pain Body language Story-telling Images of faces
44 MIRROR NEURONS Placed electrodes in ventral premotor cortex of macaques, to study neurons specialized in control of hand and mouth actions 10% mirror actions - Rizzolatti et al (1992)
45 MIRRORING
46 MIND-READING Building block of human interaction - assisting in mind-reading and allowing people to understand and to share the feelings of others - Hatfield et al (2009)
47 KEY PRINCIPLES Empathy (mirror neurons) Pleasure & pain Body language Story-telling Images of faces
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52 ASK YOURSELF How does purchasing your product translate into a greater impact worth celebrating?
53 KEY PRINCIPLES Empathy (mirror neurons) Pleasure & pain Body language Story-telling Images of faces
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55 KEY PRINCIPLES Empathy (mirror neurons) Pleasure & pain Body language Story-telling Images of faces
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59 KEY PRINCIPLES Empathy (mirror neurons) Pleasure & pain Body language Story-telling Images of faces
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62 3 THE RATIONAL SYSTEM
63 RATIONAL Unique to humans Higher cognitive functions Plan, organise, problem-solve Social learning & innovation Language, abstract thought
64 RATIONAL Unique to humans Higher cognitive functions Plan, organise, problem-solve Social learning & innovation Language, abstract thought
65 RATIONAL Unique to humans Higher cognitive functions Plan, organise, problem-solve Social learning & innovation Language, abstract thought
66 RATIONAL Unique to humans Higher cognitive functions Plan, organise, problem-solve Social learning & innovation Language, abstract thought
67 RATIONAL Unique to humans Higher cognitive functions Plan, organise, problem-solve Social learning & innovation Language, abstract thought
68 KEY PRINCIPLES Enable post-rationalisation Product demonstration Listing specs / product benefits Give evidence that it works Be the authority
69 REWARD THEM Positive reinforcement thank your customers!
70 REWARD THEM Positive reinforcement thank your customers! You made a good decision for signing up (to an , webinar, event, order, etc.)
71 REWARD THEM Positive reinforcement thank your customers! You made a good decision for signing up (to an , webinar, event, order, etc.) Give a freebie (e.g. video / resources)
72 KEY PRINCIPLES Enable post-rationalisation Product demonstration Listing specs / product benefits Give evidence that it works Be the authority
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75 KEY PRINCIPLES Enable post-rationalisation Product demonstration Listing specs / product benefits Give evidence that it works Be the authority
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80 KEY PRINCIPLES Enable post-rationalisation Product demonstration Listing specs / product benefits Be the authority
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82 KEY PRINCIPLES Enable post-rationalisation Product demonstration Listing specs / product benefits Be the authority Give evidence that it works
83 EVIDENCE
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85 KEY TAKEAWAYS
86 KEY TAKEAWAYS To be persuasive online in ecommerce, marketing and customer engagement, you have to target all 3 systems.
87 KEY TAKEAWAYS To be persuasive online in ecommerce, marketing and customer engagement, you have to target all 3 systems. Your message, content and website should be:
88 KEY TAKEAWAYS To be persuasive online in ecommerce, marketing and customer engagement, you have to target all 3 systems. Your message, content and website should be: þ Primal Arousing
89 KEY TAKEAWAYS To be persuasive online in ecommerce, marketing and customer engagement, you have to target all 3 systems. Your message, content and website should be: þ Primal þ Emotional Arousing Emotionally effective
90 KEY TAKEAWAYS To be persuasive online in ecommerce, marketing and customer engagement, you have to target all 3 systems. Your message, content and website should be: þ Primal þ Emotional þ Rational Arousing Emotionally effective Intellectually compelling
91 REFERENCES 1 Julian Wolkenstein (2012): 2 Tickled pug dog gif (2014): 3 Squarespace (2013): 4 Trunk Club (2015): 5 Just Host (2015): 6 Conversion Rate Experts (2015): 7 We Work (2015): 8 Standard Life Investments Mohawk: 9 Hotel G (2015): 10 Worchel, S., Lee, J., & Adewole, A. (1975). Effects of supply and demand on ratings of object value. Journal of Personality and Social Psychology, 32(5), pp Infine Wordpress Theme (2014): 12 Achica (2013) Di Pellegrino, G., Fadiga, L., Fogassi, L., Gallese, V., & Rizzolatti, G. (1992). Understanding motor events: A neurophysiological study. Experimental Brain Research, 91, pp Monkey Image Credit: Evolution of Neonatal Imitation. Gross L, PLoS Biology Vol. 4/9/2006, e311 doi: /journal.pbio Laird, J. D., Cuniff, M., Sheehan, K., Shulman, D., & Strum, G. (1989). Emotion specific effects of facial expressions on memory for life events. Journal of Social Behavior and Personality, 4, pp Fail Blog Nut Shots (2012) Tom s Shoes (2015): 18 Marie Forleo (2013): 19 Beta Brand (2014): 20 Charity Water (2014): 21 Nasty Gal (2015): 22 Olapic (2015): 23 Nikon (2015): 24 Tesla Motors (2015) 25 Hootsuite (2013 & 2015): 26 Boots No 7 (2014): 27 Clinique (2015): 28 Colgate toothpaste (2011):
92 DOWNLOAD THE SLIDES bit.ly/webpsych
93 WEBS OF INFLUENCE THE PSYCHOLOGY OF ONLINE PERSUASION bit.ly/websofinfluence
94 ANY QUESTIONS? Get in TheWebPsychologist.com
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