An adapted version of my presentation to the Design for Persuasion conference in Brussels, Oct 2009. This version was presented to the London IA event Nov 2009.

1. 6 Persuasive Principles for Digital Effectiveness Richard Sedley

9. http://architectures.danlockton.co.uk

11. Trigger the behavior! High motivation Increasing likeliness to perform target behavior Low motivation Low ability High ability BJ Fogg: behaviormodel.org

14. www.behaviormodel.org

16. 01Persuasion Windows

21. when your world view no longer makes sense

22. when you can take action immediately

23. when you feel indebted because of a favour

24. immediately after you have made a mistake

25. immediately after you have denied a requestPersuasive Technology: Using Computers to Change What We Think and Do, BJ Fogg Stanford University, Persuasive Technology Lab, 2003

27. 02Storytelling

28. Storytelling Copyright: Steve Double - www.double-whammy.com

30. a HERO to drive the action

31. anANTAGONIST to challenge the hero

32. a moment of AWARENESS where the hero realises how to overcome his or her obstacles

33. TRANSFORMATION wherein the hero accomplishes his or her desired goalsThe Elements of Persuasion: Use Storytelling to Pitch Better, Sell Faster & Win More Business, Richard Maxwell & Robert Dickman

34. 03 Social proof

35. Social proof Experiment: Milgrim, Bikman and Birkowitz

36. Social proof

37. 05 Error / correction

40. 05Reciprocity

41. 44% completion accuracy 91% completion accuracy Reciprocity A B Form Whitepaper Whitepaper Form Conversion rate = 84% Conversion rate = 72% Embedded Persuasive Strategies to Obtain Visitors’ Data. Gamberini, Petrucci, Spoto, Spagnolli

43. 06 Relativity

44. Incentives and reciprocity Value is relative 68% 32%

45. Incentives and reciprocity Value is relative 16% 0% 84%

46. William-Sonoma £275 1988

47. Persuasive Principles for Digital Effectiveness Persuasion Windows Storytelling Social proof Error / correction Reciprocity Relativity

48. Thank’sfor listening Richard Sedley r.sedley@cscape.com Twitter.com/richardsedley