Tuesday Night I attended SEMPDX event on the Mighty Nudge by Rand Fishkin of Moz. Since I find that sometimes slides aren’t always apparent (kind of like the joke that you didn’t get because you had to be their) I’ve included my notes. The notes will hopefully makes sense of the slides that are included. I also found below the presentation that was made in Dublin on the same topic.
The notes only cover the bullet points on the slides. They do not cover every slide. Again if you want to experience a similar talk watch the three videos attached below.
Employ Social Proof. Example that an exact number of 92% is more convincing than than a general number of 140,000 companies who use Box. The number 140,000 is given toward the bottom of the website page but when tested against 92% of fortune 500 companies the 92% won.
Playing the Name Game. Example that when this company changed their naming from Bronze, Silver, Gold, Platinum to Start, Grow, Connect, Enterprise that companies who saw themselves above starting or growing were willing to pay more.
Anchor Your Audience. Example shows how the right to left or high to low pricing made people looking to buy the product willing to pay a higher price. Rather than having the low price first the higher price became more palatable. In the presentation Rand gave Grasshoppers old pricing and layout structure which was cheaper and had more options.
Limit Choice. Social Media Examiner total use of social media buttons as opposed to a dating site that used a single Facebook trigger at the end of an article. For the dating site the end result was a higher social engagement rate because there weren’t as many choices. They tested multiple down to only one social link and more people engaged in the process.
Serve Up Behavioral Data. Presenting information about behavior of other people helps convert customers to do what you want. Most popular or people like you help drive this point home. The fifth point shows how hotels use this with towels to get people to reuse their towels.
Don’t Make Me Think. Presidential elections fundraising used a test that increased giving by 5%. The accomplished this by making a multi page checkout process as opposed to single form page they had used previously. Amazon is a prime example of the multistep checkout.
Tap the Power of Reciprocation. This example was given how Urban Airship used custom long boards and gave them to customers and how they received 100% contact back because of the gifts given. Free, useful, and generous information helps people convert.
Familiarity Biases Our Behaviour. Example given that we tend to gravitate toward things we know. If we are familiar and recognize brands during our searches we are more likely to choose them. This is why brands are weighted better with search engines. People recognize them and are more likely to click on them thus search engines are more likely to deliver results.
Quality + Consistency + Repition = Good Branding. FreshBooks has a recognizable and consistent brand across all digital platforms. Creates a memorable experience for users.
Use Ego & Competition to Drive Participation. A questionaire about voting employs a share buttons. If you return you are delivered results as to how many other people took the quiz as well. The ego makes a person want to drive more results to this page. “I can defintely get more people here than 25.”
Leveraging the Power of Defaults. Taxi cabs companies did not like the idea of credit processing because of the fees involved until a default was provided. The default actually increased tips because people were more likely to use the default than to put in their own tip.
Nudge Over Time, Not All At Once. Microsoft’s email program used one large email focusing on multiple aspects of a product they were featuring. People tended to prefer and remember each aspect of the product by dividing the larger email into three seperate emails.
Embedded Steps Can Create Powerful Nudeges. Kingdom Rush delivered Twitter and Facebook buttons after use of the game. They traded a gold star for a like or a follow which helped users improve their players in the game.
With this being said I would have to say I have used some products Moz. They are both helpful for marketers and they really provide great quality stuff. I would also encourage you to be part of SEMPDX as member since they provide quality events on digital marketing.