The key question for every CMO and marketer
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?
Of course you do, but first: what is persuasion?
The goal of persuasion is to change someone’s attitudes or behavior.
It’s only partly what you want people to do, it’s how you ask it!.
If you are getting started with persuasion, we suggest reading Robert Cialdini’s Influence: The Psychology of Persuasion, is the acknowledged master in the field.
Through traditional testing on your webpages, you can determine which method works best overall.
But really, that just gives you an average.
But individual visitors are not the same, so we keep track of individual customers, and will model them individually.
How does it work?
1. Individual visitors are not the same
We optimize for individuals.
Opposed to other A/B or Multivariate testing applications we keep track of individual customers, and will model them individually.
This means that although version A might work best for the majority of your customers (and thus is the first choice for a new customer) we adapt if a specific – recurring – customer never responds to A. We will try B for him or her, and stick with it if it works.
2. Test the Why instead of the What
We are not interested in button color or size of the font on your page (the What?).
We optimize the influence strategies (the Why?) that are used on a site.
Thus, should you present customer reviews, or discounts, or expert endorsements, or limited time offers… etc. This enables us to create a profile of individual customers based on these influence strategies which can be used for future pitches.
Pitches that are different implementations of the same strategies. The What’s? stay dumb and the Why’s change the game.
3. Learning beats testing.
We adopt a bayesian paradigm to optimize the explore-exploit tradeoff.
Thus, we don’t tell people to use version A after A and B have been visited by a 1000 visitors.
We will keep pitching B every now and then if the uncertainty in our estimates is too high.
This enables us to explore whether a version becomes popular at a later point in time, or for a specific market segment. We thus in real time decide which version to show to a new customer.So what’s this Persuasion Profiling that you keep hearing about? Well, in a nutshell, it works like this:
“You present customized content to your website visitors, depending on which persuasive strategies have historically proven to work best on that particular visitor.”
Here’s the video:
Once we’ve learned which persuasion technique works best on an individual user on one website, we can customize our communications for that person on other websites. Across channels.