Nathalie Nahai - The secret psychology of online persuasion

1. THE SECRET PSYCHOLOGY OF ONLINE PERSUASION THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

2. TODAY’S TALK 1 The ‘Three Systems’ Brain 2 Primal 3 Emotional 4 Rational 5 Key Takeaways THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

3. DOWNLOAD THE SLIDES bit.ly/webpsych THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

4. FIRST… AN INTRODUCTION THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

5. NATHALIE NAHAI THE WEB PSYCHOLOGIST Twitter: @thewebpsych Website: thewebpsychologist.com Institute: instituteofwebpsychology.com THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

7. THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

8. WEB PSYCHOLOGY [ I coined the term ‘Web Psychology’ ] in 2011 and defined it as… THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

9. WEB PSYCHOLOGY The empirical study of how online environments influence our attitudes and behaviours “ THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. ”

10. WEB PSYCHOLOGY HCI neuroscience neuro-aesthetics THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. user experience social psychology cognitive psychology cross-cultural psychology behavioural economics persuasive technology personality psychology digital humanities marketing

11. HOW IT HELPS YOU [ Web Psychology is a psychological toolkit that will help you design more persuasive ] websites, marketing, and user experiences THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

12. 1 ‘THREE SYSTEMS’ BRAIN THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

13. THE ‘THREE SYSTEMS’ • Triune brain • Brain is highly complex • Useful model • Understand hidden motivations • Design persuasive experiences THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

14. THE ‘THREE SYSTEMS’ • Primal THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

15. THE ‘THREE SYSTEMS’ • Primal • Emotional THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

16. THE ‘THREE SYSTEMS’ • Primal • Emotional • Rational THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

17. 2 PRIMAL THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

18. PRIMAL • Common to all animals • Basic vital functions • Risky vs. Safe (FFF) • Sex • Food THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

19. KEY PRINCIPLES • Cues for sex • Images of food • Motion • Contrast & concrete • Peak end rule • Scarcity THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

20. Julian Wolkenstein – Symmetrical Portraits THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

22. FTHoEo dW E–B m PSaYkCeHsO aL OvGirItSuTa l space ‘feel’ more real @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

31. STHcaE rWciEtBy P–S YliCmHiOteLdO GtiImSTe , limited stock @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

32. STHcaE rWciEtBy P–S YliCmHiOteLdO GtiImSTe , limited stock @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

33. 3 EMOTIONAL THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

34. EMOTIONAL • Limbic system • Ancient & automatic • Amygdala fear, relevance, trust • Thalamus happy, sad, disgusted • VTA dopamine – risk & reward THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

35. KEY PRINCIPLES • Empathy (mirror neurons) • Pleasure & pain • Body language • Story-telling • Images of faces THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

36. MIRROR NEURONS [ Placed electrodes in ventral premotor cortex of macaques, to study neurons specialized in ] control of hand and mouth actions… 10% mirror actions - Rizzolatti et al (1992) THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

37. MIRRORING THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

38. MIND-READING “ Building block of human interaction - assisting in “mind-reading” and allowing people to understand and to share the feelings of others ” - Hatfield et al (2009) THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

41. ETHmEo WtioEBn aPSl YeCnHgOaLgOeGmISeT nt – identify wider impact @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

45. ASK YOURSELF “ How does purchasing your product translate into a greater impact worth celebrating? ” THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

47. BTHoEd yW ELBa nPgSYuCaHgOeL O–G oISpTe n, smiling, eye-gaze @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

49. TTHelEl Wa EsBto PrSyY C–H mOLaOkGeI SitT surprising and funny @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

53. UTHsEe WfaEcBe PsS –Y CtHeOll LaO GstIoSTr y @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

54. UTHsEe WfaEcBe PsS –Y CeHmOoLOtiGoInSaT l engagement @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

55. 4 RATIONAL THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

56. RATIONAL • Unique to humans • Higher cognitive functions • Plan, organise, problem-solve • Social learning & innovation • Language, abstract thought THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

57. KEY PRINCIPLES • Enable post-rationalisation • Product demonstration • Listing specs / product benefits • Give evidence that it works • Be the authority THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

58. REWARD THEM [ Positive reinforcement – thank your customers! “You made a good decision for signing up” ] (to an email, webinar, event, order, etc.) Give a video / freebie / resources THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

60. STHoEc iWaEl Bp rPoSoYCf H–O yLoOuGrIS pT eers are all buying it @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

61. STHoEc iWaEl Bp rPoSoYCf H–O yLoOuGrIS pT eers are all buying it @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

63. LTiHsEt sWpEeBc iPfSicYaCtHioOnLOs GIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

64. LTiHsEt sWpEeBc iPfSicYaCtHioOnLOs GIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

66. THE WEB PSYCHOLOGIST @TheW6eb6P All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. sych EVIDENCE

68. AUTHORITY THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

69. 5 KEY TAKEAWAYS THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

70. KEY TAKEAWAYS To be persuasive online in ecommerce, marketing and customer engagement, you have to target all 3 systems. THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

71. KEY TAKEAWAYS To be persuasive online in ecommerce, marketing and customer engagement, you have to target all 3 systems. Your message, content and website should be: THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

72. KEY TAKEAWAYS To be persuasive online in ecommerce, marketing and customer engagement, you have to target all 3 systems. Your message, content and website should be: þ Primal Arousing THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

73. KEY TAKEAWAYS To be persuasive online in ecommerce, marketing and customer engagement, you have to target all 3 systems. Your message, content and website should be: þ Primal Arousing þ Emotional Emotionally effective THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

74. KEY TAKEAWAYS To be persuasive online in ecommerce, marketing and customer engagement, you have to target all 3 systems. Your message, content and website should be: þ Primal Arousing þ Emotional Emotionally effective þ Rational Intellectually compelling THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

75. REFERENCES 1 Julian Wolkenstein (2012): http://www.julianwolkenstein.com/index.php/project/symmetrical-portraits/ 2 Squarespace (2013): http://www.squarespace.com/ 3 Standard Life Investments – Mohawk: http://www.creativebrief.com/agency/work/21462/3097/standard-life-investments-advertising-digital-potential-delivered-by-mohawk-ltd 4 Worchel, S., Lee, J., & Adewole, A. (1975). Effects of supply and demand on ratings of object value. Journal of Personality and Social Psychology, 32(5), THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. pp. 906-914. 5 Infine Wordpress Theme (2014): http://wp.infine.byaviators.com/ 6 Achica (2013). http://www.achica.com 7 Di Pellegrino, G., Fadiga, L., Fogassi, L., Gallese, V., & Rizzolatti, G. (1992). Understanding motor events: A neurophysiological study. Experimental Brain Research, 91, pp. 176-180. 8 Monkey Image Credit: Evolution of Neonatal Imitation. Gross L, PLoS Biology Vol. 4/9/2006, e311 doi:10.1371/journal.pbio.0040311 9 Laird, J. D., Cuniff, M., Sheehan, K., Shulman, D., & Strum, G. (1989). Emotion specific effects of facial expressions on memory for life events. Journal of Social Behavior and Personality, 4, pp. 87-98. 10 Fail Blog Nut Shots (2012). http://www.youtube.com/watch?v=apVZCG5zAxw&feature=c4-overview&list=UUONQ53-nTMwqiRhj3sRaiAQ 11 Given Goods Co. (2014): http://givengoods.co/ & http://givengoods.co/impact-map 12 Marie Forleo (2013): http://www.marieforleo.com/ 13 Beta Brand (2014): http://www.betabrand.com/ 14 Charity Water (2014): http://www.charitywater.org/ 15 Nasty Gal (2014): http://theclick.nastygal.com/ 16 Olapic (2014): http://learn.olapic.com/request-knowledge 17 Nikon (2013): http://www.nikonusa.com/ 18 Hootsuite (2013): https://hootsuite.com/plans 19 Boots No 7 (2014): http://www.boots.com/en/No-7/No7-Skincare/ 20 Clinique (2013): http://www.clinique.co.uk/cms/why_clinique/index.tmpl#

76. Twitter: @thewebpsych Website: thewebpsychologist.com Email: hello@thewebpsychologist.com THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. 76 THANK YOU!