Comments on: Applying Persuasion to Email Creative http://www.getelastic.com/persusasive-email/ #1 Subscribed Ecommerce Blog Thu, 09 Feb 2012 02:57:16 +0000 hourly 1 http://wordpress.org/?v=3.2.1 By: Christian, Baymard Institutehttp://www.getelastic.com/persusasive-email/comment-page-1/#comment-20469 Christian, Baymard Institute Tue, 23 Feb 2010 08:46:32 +0000 http://www.getelastic.com/?p=7613#comment-20469 Great example on Persuasion Architecture. But as you mention adding the number of reviews would really help giving the rating some trustworthiness. I remember a recent think aloud usability study I conducted on a site that only showed the number of reviews in a mouse roll-over state. On a specific product page with 5 star review I tested 4 out of 8 subjects (50%) said something like "yeah right, they probably only have a single 5-star review, and that is probably submitted by the manufacturer." - takeaway: show the number of reviews all the time. Great example on Persuasion Architecture. But as you mention adding the number of reviews would really help giving the rating some trustworthiness. I remember a recent think aloud usability study I conducted on a site that only showed the number of reviews in a mouse roll-over state. On a specific product page with 5 star review I tested 4 out of 8 subjects (50%) said something like “yeah right, they probably only have a single 5-star review, and that is probably submitted by the manufacturer.”
- takeaway: show the number of reviews all the time.

]]> By: easy money making tips | Best Money Making Tipshttp://www.getelastic.com/persusasive-email/comment-page-1/#comment-20459 easy money making tips | Best Money Making Tips Mon, 22 Feb 2010 23:46:59 +0000 http://www.getelastic.com/?p=7613#comment-20459 [...] Applying Persuasion to Email Creative « Get Elastic [...] [...] Applying Persuasion to Email Creative « Get Elastic [...]

]]> By: Howard Kaplanhttp://www.getelastic.com/persusasive-email/comment-page-1/#comment-20452 Howard Kaplan Mon, 22 Feb 2010 15:31:01 +0000 http://www.getelastic.com/?p=7613#comment-20452 Linda- Great post, as always! One thing for your audience to keep in mind, as we get this question all the time when kicking off Persuasion Architecture work with clients- the idea is *not* to know a specific customer's personality type, and use that to tailor content to them in that style all the time (ala 1-to-1 marketing). In addition to scalability issues with that approach, more importantly, one's type is simply their preference. This means it's a good predictor of behavior over time, with a large sample size, but a poor predictor for any single purchase decision. You are just as likely to operate in a Methodical mode as you are to behave in the completely opposite Spontaneous mode, for any single purchase you make. After all, free will hasn't been replaced by the MBTI :) Thus, the goal of planning your strategy around Persuasion Architecture is to better understand how people would behave, if they were in that specific buying mode when they came to your site, or engaged with an email or piece of content. It doesn't matter if a visitor behaves like a competitive during the early stage of their buying process, then shifts to methodical during middle & late stages, it simply matters that the site/content can persuasively accommodate any of these buying modes/preferences. At the end of the day, as you've pointed out, avoiding "painting everyone in broad strokes" is the end goal, and the web provides some natural advantages to doing that than other offline mediums. Keep up the great content! Linda-

Great post, as always!

One thing for your audience to keep in mind, as we get this question all the time when kicking off Persuasion Architecture work with clients- the idea is *not* to know a specific customer’s personality type, and use that to tailor content to them in that style all the time (ala 1-to-1 marketing). In addition to scalability issues with that approach, more importantly, one’s type is simply their preference. This means it’s a good predictor of behavior over time, with a large sample size, but a poor predictor for any single purchase decision. You are just as likely to operate in a Methodical mode as you are to behave in the completely opposite Spontaneous mode, for any single purchase you make. After all, free will hasn’t been replaced by the MBTI :)

Thus, the goal of planning your strategy around Persuasion Architecture is to better understand how people would behave, if they were in that specific buying mode when they came to your site, or engaged with an email or piece of content. It doesn’t matter if a visitor behaves like a competitive during the early stage of their buying process, then shifts to methodical during middle & late stages, it simply matters that the site/content can persuasively accommodate any of these buying modes/preferences.

At the end of the day, as you’ve pointed out, avoiding “painting everyone in broad strokes” is the end goal, and the web provides some natural advantages to doing that than other offline mediums.

Keep up the great content!

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