13. Wait, who’s talking?
Guido X Jansen
Global Business & Technology Evangelist @ Spryker
Cognitive Psychologist.
E-commerce Experimentation & Customer
Experience Optimization Specialist
Data
User
Research
Experiments /
Validation
26. Online lacks several key factors used in offline stores
Just some examples:
No commitment
until checkout
No
direct feedback
Less
sensory input
Less
personalization
66. Reciprocation
● Newsletter
● eBook
● Tutorials
● Courses
● Webinar/Podcast
● Software
● Apps
● Giftboxes
● Swag
● …
● Be the first
● Be unexpected
● Provide real (personal)
value
● Keep on giving
● Don’t turn it around
(reverse reciprocity is
just an “exchange”)
125. The Power of “Because…”
Variant 1: May I use the Xerox Machine?
Variant 2: May I use the Xerox Machine
… because I’m in a rush?
Variant 3: May I use the Xerox Machine
… because I have to make some copies?
60%
94%
93%
128. Workshop!
1: Pick 1 (product) page
2: Optimize based on this presentation or
card deck (scan QR code or go to URL)
3: Present 3 persuasion optimizations!
gui.do/cards
130. 130
E-commerce in
5 years
automated persuasive profiling / targeting
Now:
“Optimize for the average customer”
Communication is the same
for everyone
Problem:
Large individual differences
(... but we see consistent behavior on
an individual level)
Future:
Dynamic websites tuned to
specific audiences
Everyone gets a different sales pitch
132. Gartners Top Strategic Technology Trends for 2022
Decision Intelligence (DI)
Decision intelligence is a practical discipline used to
improve decision making by explicitly understanding and
engineering how decisions are made, and outcomes
evaluated, managed and improved by feedback.
Composable Applications
Demand for business adaptability directs organizations
toward technology architecture that supports fast, safe and
efficient application change
Total Experience (TX)
TX is a business strategy that combines the disciplines of customer experience (CX), employee experience (EX), user
experience (UX) and multiexperience (MX). The goal of TX is to drive greater customer and employee confidence,
satisfaction, loyalty and advocacy.
https://www.gartner.com/en/information-technology/insights/top-technology-trends