You got people to click on your campaign - what next?

Presented at the Social Media for Student Recruitment conference on 16 June 2016

Transcript

1. You got people to click on your campaign, what next? Alexander Baxevanis @webcredible Social Media for Student Recruitment Conference - 16 June 2016
2. 2 Congratulations!
3. 3 You got people to tap on the link and visit your website!
4. 4 But what next?
5. 5 Do you slam the 
 door shut?
6. “ Behavioural Approaches to Understanding Student Choice 
 NUS & The Higher Education Academy, 2012 Prospective students tend to under- explore the available information sources and are not pro-active information seekers, preferring informal sources and more intuitive forms of decision-making”
7. 7 Closing the motivation gap Current position Action threshold Increasing motivation through persuasion Decreasing the threshold through better usability
8. Attention Interest Desire Action 8
9. 9 4 steps to getting prospective students to apply
10. Attention Focusing perception on key content & elements 10
11. Contrast 11 Our eyes are drawn to things that stand out from their surroundings.
12. The “squint” test 12
13. The “squint” test 13
14. Directional cues 14 Our eyes can be drawn by the shape or path of objects
15. Animation 15 Our eyes are drawn to things that move
16. Animation 16 Our eyes are drawn to things that move
17. Interest Generating interest in a product or service 17
18. Delighters 18 We remember and respond favourably to small, un-expected and playful pleasures
19. Delighters 19 We remember and respond favourably to small, un-expected and playful pleasures
20. Anchoring & framing 20 We always make decisions relative to related information
21. Social proof 21 We tend to follow patterns of behaviour others adopt
22. Desire Arousing desire for a product or service 22
23. Curiosity 23 When teased with a small bit of interesting info we want to know more
24. Scarcity 24 We desire that which we believe to be a scarce resource
25. Risk aversion 25 We desire something more when we perceive no risk
26. Risk aversion 26 We desire something more when we perceive no risk
27. Action Remove all barriers to complete the goal 27
28. Clear calls to action 28 Small nudges at the right time and place can encourage action
29. Limited choice 29 We are more likely to make a choice when there are fewer options
30. Limited choice 30 We are more likely to make a choice when there are fewer options
31. Limited duration 31 Given the choice between action and inaction, a limited time to respond increases likelihood of participation
32. How do I put it all in practice? 32
33. • Print screenshots of the different steps of a journey • Define persuasion goals on each page • Brainstorm persuasion technique ideas • Evaluate your ideas with your team • Frame ideas as hypotheses • Evaluate your hypotheses through user validation When you’re back in the office …
34. Example hypotheses 34 Action Interest Desire Click through will be higher if the CTA is placed on a white background, Contrast The hero image will grab more attention if if contains people enjoying the event, Visual Imagery Social Proof Engagement will be higher if we show testimonials form last year’s event Delighters Engagement will be higher if we show quality racing video highlights Scarcity Risk Aversion Click through rate will be higher if we show when there are only 10 tickets left Click through will be higher if we advertise that tickets can be refunded at a later date Limited Duration Limited Choice Click through rate will be higher if we only show 3 ticket options Click through will be higher if we show a timer until advanced tickets are no longer on sale
35. Influencing human behaviour is never that simple… • Respect your customers & stay ethical! • Ensure you have a baseline understanding of different customers motivations • Accept that you’ll need to iterate - there are no silver bullets 35 Follow our blog & newsletter with regular UX thoughts, 
 or attend one of our training courses at www.webcredible.com @webcredible
36. Creating incredible people-centred digital experiences since 2003