Más contenido relacionado Similar a Nathalie Nahai - 15 psych tips to help you sell more online (20) Nathalie Nahai - 15 psych tips to help you sell more online1. 15 PSYCH TIPS
TO HELP YOU SELL MORE ONLINE
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8. WEBS OF INFLUENCE
THE PSYCHOLOGY OF ONLINE PERSUASION
Pearson, 2012
UK | EU | USA | KOREA | JAPAN | CHINA
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10. WEB PSYCHOLOGY
“
The empirical study of how
online environments influence
our attitudes and behaviours
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13. 3 SECRETS
TO ONLINE SUCCESS
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14. 1 KNOW WHO YOU’RE TARGETING
2 COMMUNICATE PERSUASIVELY
3 SELL WITH INTEGRITY
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15. 1 KNOW WHO YOU’RE TARGETING
2 COMMUNICATE PERSUASIVELY
3 SELL WITH INTEGRITY
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16. 1 KNOW WHO YOU’RE TARGETING
2 COMMUNICATE PERSUASIVELY
3 SELL WITH INTEGRITY
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18. SO, WHAT STOPS PEOPLE
FROM BUYING ONLINE?
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19. RISK, TRUST & PRIVACY
“
A lack of trust and face-to-face
interaction prevents many people
from purchasing online
Peter
de
Vries
&
Ad
Pruyn
(2007)
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20. CONSUMER TRENDS
What stops us buying online?
Lack of customer service
Privacy / security concerns
No real salesperson
Ahuja
et
al
(2003)
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21. CONSUMER TRENDS
What information do we trust?
Consumer reviews
Earned media
Nielsen
(2012)
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22. RISK, TRUST & PRIVACY
1 Require greater trust / confidence online vs. face to face
2 First thing visitors do: subconsciously scan for trust cues
3 New visitors assess trust via your website’s functionality,
design & reputation
Ref:
(4)
(5)
(6)
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23. RISK, TRUST & PRIVACY
1 Require greater trust / confidence online vs. face to face
2 First thing visitors do: subconsciously scan for trust cues
3 New visitors assess trust via your website’s functionality,
design & reputation
Ref:
(4)
(5)
(6)
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24. RISK, TRUST & PRIVACY
1 Require greater trust / confidence online vs. face to face
2 First thing visitors do: subconsciously scan for trust cues
3 New visitors assess trust via your website’s functionality,
design & reputation
Ref:
(4)
(5)
(6)
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25. 3
KEY QUESTIONS
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26. WHO ARE YOU
AS A BUSINESS?
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27. WHO IS YOUR
TARGET MARKET?
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28. WHAT IS YOUR WEBSITE’S
PRIMARY GOAL?
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29. 4
TOP 15 PSYCH TIPS
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34. THE WEB PSYCHOLOGIST @THEWEBPSYCH
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35. THE WEB PSYCHOLOGIST @THEWEBPSYCH
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36. TO ILLUSTRATE THE NEXT FEW POINTS,
WHAT DO YOU NOTICE HERE?
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40. 3
CHARM PRICES
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42. 4
POWER OF THREE
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44. CHOICE
When faced with graded options we go for the
middle one – in value and location:
1 Wine experiment
2 Grocery stores
3 Online options
Rodway
et
al
(2012)
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57. 11
SOCIAL PROOF
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59. 12
CONTRAST & CONCRETE
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62. 13
SALES BUTTONS
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64. 14
FRAME IN TERMS OF LOSS
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65. WHICH IS MORE PERSUASIVE?
1
You’ll save money by replacing the
insulation in your home.
2 You’re losing money by not replacing the
insulation in your home.
Rodway
et
al
(2012)
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66. 15
TEST, TEST, TEST!
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67. How users will look at your website within the
first few seconds of their visit
Computational neuroscientific model of human
attention
>90% predictive accuracy vs. empirical studies
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75. REFERENCES
1 P. de Vries and A. Pruyn (2007). Source salience and the persuasiveness of peer recommendations: The mediating role of social trust. Persuasive, LNCS, 4744: 164–75.
2 M. Ahuja, B. Gupta, P. Raman (2003). An empirical investigation of online consumer purchasing behaviour. Communications of the ACM, 46: 145–51.
3 Nielsen (2012). Global trust in advertising and brand messages. Available online at:
www.nielsen.com/us/en/insights/reports-downloads/2012/global-trust-in-advertisingand-brand-messages.html
4 H. Van der Heijden, T. Verhagen and M. Creemers (2003). Understanding online purchase intentions: Contributions from technology and trust perspectives. European
Journal of Information Systems, 12: 41–8.
5 E. Andrade, V. Kaltcheva and B. Weitz (2002). Self-disclosure on the Web: The impact of privacy policy, reward and brand reputation. Advances in Consumer Research, 29:
350–3.
6 M. F. Wolfinbarger and M. C. Gilly (2002) .comQ: Dimensionalizing, measuring and predicting quality of the e-tailing experience. MSI Working Paper Series, No. 02-100.
7 P. Rodway, A.Schepman and J. Lambert (2012). Preferring the One in the Middle: Further Evidence for the Centre-stage Effect. Applied Cognitive Psychology, 26 (2),
215-222
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76. THANK YOU!
INSTITUTE OF WEB PSYCHOLOGY .COM
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