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An Illustrated Guide to the Science of Influence & Persuasion

An Illustrated Guide to the Science of Influence & Persuasion. Bezawit Ayele. Brief Introduction Conversion Rate Optimization . Conversion Rate Optimization? The practice of improving the quantity of visitors who take a desired action in your site.

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An Illustrated Guide to the Science of Influence & Persuasion

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  1. An Illustrated Guide to the Science of Influence & Persuasion

    Bezawit Ayele
  2. Brief IntroductionConversion Rate Optimization Conversion Rate Optimization? The practice of improving the quantity of visitors who take a desired action in your site. Actions can be buying a product or taking a survey. Mainly this article is about how to attract visitors and them participate. Conversion Rate Optimization = Social Influences
  3. The Six Theories of Social Influence Reciprocation Commitment & Consistency Social Proof Liking Authority Scarcity
  4. 1st Reciprocation Hold open a door, receive a thank you, Send a friend a B-Day present, almost certain to get one in return = Both equal reciprocation, returning the favor.
  5. Reciprocation in The Business World Share information on your blog then ask for readers to subscribe Email site owner about a problem on their webpage, owner will most likely thank you and ask how he can return the favor. All part of Leveraging reciprocity through web marketing.
  6. 2nd Commitment & Consistency Watch my radio player example, 4/20 vs 19/20 Used in web marketing Asking users to answer online questions about their habits/preferences then marketing them based on answers given.
  7. 3rd Social Proof If everyone is watching, you will watch also! Peer Pressure
  8. The only reason you have Facebook is because your friends have it!
  9. 4th Liking “People do business with people they know, like and trust.”
  10. Ways to apply liking Share your thoughts in a personable, personal and friendly way Have a good relationship with community leaders
  11. 5th Authority Authority only influences when the target believes in the power and authenticity of that authority. Have a well respected individual/organization endorse your product/company. Experts in your field can make for great testimonials and endorsements
  12. 6th Scarcity Some shops seem to be perpetually running "going out of business" sales. It's no mistake - the power of potential loss is a remarkable influencer
  13. Create excitement and a feeling of immediacy
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