Web Psychology Your Roadmap To Online Success M

WEB PSYCHOLOGY
__________ your roadmap to! __________!
ONLINE SUCCESS
NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
All material THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
3 SECRETS TO ONLINE SUCCESS
NATHALIE NAHAI
THE WEB PSYCHOLOGIST
@THEWEBPSYCH
1 KNOW WHO YOURE TARGETING 2 COMMUNICATE PERSUASIVELY 3 SELL WITH INTEGRITY
NATHALIE NAHAI
@THEWEBPSYCH
LETS PLAY A GAME
NATHALIE NAHAI
@THEWEBPSYCH
The thing is, this isnt just any game.
NATHALIE NAHAI
@THEWEBPSYCH
And the map?
NATHALIE NAHAI
@THEWEBPSYCH
WEB PSYCHOLOGY
Your roadmap to online success
NATHALIE NAHAI
@THEWEBPSYCH
WEB PSYCHOLOGY
The empirical study of how online environments influence our attitudes and behaviours - Nathalie Nahai
/ THE WEB PSYCHOLOGIST /
NATHALIE NAHAI
@THEWEBPSYCH
behavioural economics
neuroscience
human-computer interaction
cognitive psychology
WEB
PSYCHOLOGY
social psychology
cross-cultural psychology
neuroaesthetics
user experience
NATHALIE NAHAI
@THEWEBPSYCH
ITS ABOUT
CONTEXT
PSYCHOLOGY
INDIVIDUAL
CULTURAL
10
YOUR BRAIN p4
p23 GLOBAL INTERNET PENETRATION RATES
200
SYSTEM
million billion
calculations per second
78%
79%
52%
13% 43%
10%
61%
38%
80%
NEUROCHEMICAL ARCHETYPES p61

EXPLORER
)$*+,'&"
WHO YOURE 1KNOW 2 SELL WITH

after the relevant areas of our brain become active. Fast Emotional Unconscious Intuitive Automatic FFF Slow Analytical Conscious Laborious Intentional Rational
Do you believe in free will? 300 milliseconds

We become consciously aware of our intention to act
BUILDER
!"#$%$&'&
INTEGRITY TARGETING
NEGOTIATOR
$"!%#$("&
SYSTEM
p37 SOFTWARE OF THE MIND

-$.&%#/
DIRECTOR
HOFSTEDES 6 CULTURAL TRAITS

%#+'% !-$#"
%"!%$!%"#$&"
0 10 20 30 40 50 60 70 80 90 100 110 120
Seeks risk and novelty Independent Unpredictable Creative Hedonistic Sensual and fun Easily bored Insatiably curious
Sociable and loyal Friendly Cautious Dependable Methodical Hard-working Traditional Concerned with safety
Good with people Astute and introspective Patient Compassionate Flexible Facility with language Diplomatic OK with ambiguity
Driven Likes reason and logic Tough-minded Competitive Goal-oriented Problem-solver Bold and blunt Uncompromising
POWER-DISTANCE INDIVIDUALISM MASCULINITY UNCERTAINTY AVOIDANCE LONG-TERM ORIENTED INDULGENCE GLOBAL INTERNET PENETRATION RATES
*NO DATA AVAILABLE FOR LONG-TERM ORIENTED TRAIT
S. AFRICA* BRAZIL CHINA INDIA JAPAN RUSSIA SAUDI ARABIA* UK USA 11
YOUR BRAIN p4
200
SYSTEM
million billion
78%
79%
52%
13% 43%
10%
61%
38%
80%

We become consciously aware of our intention to act after the relevant areas of our brain become active. Fast Emotional Unconscious Intuitive Automatic FFF

EXPLORER
)$*+,'&"
1 2
NEGOTIATOR
$"!%#$("&
Slow Analytical Conscious Laborious Intentional Rational
SYSTEM

DIRECTOR HOFSTEDES 6 CULTURAL TRAITS
%#+'% !-$#"
0 10 20 30 40 50 60 70 80 90 100 110 120
BUILDER
!"#$%$&'&
%"!%$!%"#$&"
-$.&%#/
NATHALIE NAHAI
POWER-DISTANCE INDIVIDUALISM Driven MASCULINITY Likes reason and logic Tough-minded UNCERTAINTY AVOIDANCE Competitive Goal-oriented LONG-TERM ORIENTED Problem-solver Bold and blunt INDULGENCE GLOBAL INTERNET RATES THE WEB PSYCHOLOGIST / PENETRATION @THEWEBPSYCH Uncompromising
DECISION-MAKING AN EXPERIMENT
NATHALIE NAHAI
@THEWEBPSYCH
13
ECONOMIST
Which would you choose?
ONLINE PRINT ONLINE + PRINT

NATHALIE NAHAI / THE WEB PSYCHOLOGIST /
$59 $125 $125

@THEWEBPSYCH
14
ECONOMIST
What about now?
ONLINE ONLINE + PRINT

$59 $125
@THEWEBPSYCH
15
ECONOMIST
Results - when given 2 options:
$59 ONLINE $125 ONLINE + PRINT

68% 32%
@THEWEBPSYCH
16
ECONOMIST
Results - when given 3 options:
$59 ONLINE $125 PRINT $125 ONLINE + PRINT

16% 84%
@THEWEBPSYCH
17
DECISION-MAKING ONLINE
NATHALIE NAHAI
@THEWEBPSYCH
18
NATHALIE NAHAI
@THEWEBPSYCH
19
NATHALIE NAHAI
@THEWEBPSYCH
20
NATHALIE NAHAI
@THEWEBPSYCH
21
CHOICE
When faced with graded options we go for the middle one in value and location -! Online options -! Wine experiment -! Grocery stores
22
YOUR BRAIN p4
200
SYSTEM
million billion
78%
79%
52%
13% 43%
10%
61%
38%
80%

EXPLORER
)$*+,'&"
1 2 COMMUNICATE

BUILDER
!"#$%$&'&
PERSUASIVELY
NEGOTIATOR
$"!%#$("&
SYSTEM

-$.&%#/
DIRECTOR

%#+'% !-$#"
%"!%$!%"#$&"
0 10 20 30 40 50 60 70 80 90 100 110 120
COMMUNICATION p109
p109 NEURAL COUPLING
When you talk
The mind meld
the brains of communicator and listener
merging as one
MEDIA p80
WEBSITE
"!#+*",!(-,"*."
are trying to be coupled
2 identical patterns
engaged in a story - both brains re in
Have a clear purpose Target your audience and meet their needs Create a community Update your content Clear calls to action Simplicity rules Attention is a resource
MIND
of neurological activity
PEOPLE
p80 YOUR WEBSITE

IMAGES
!""#!$"
VIDEOS
$%&&'()$!"*
SOCIAL MEDIA
*(+!+*
Did you know...

in individualist countries
in their perception
Your websites appeal

can be measured in two ways:
AESTHETIC DYNAMIC women and men differ culture-specic

of a websites attractiveness and usability?
/ versus
Beauty is universal Use faces to engage with visitors and direct their gaze Mystery is alluring Our brains enjoy visual metaphors Use exaggerated images
NATHALIE NAHAI
Tap into emotion Tell stories Nostalgia is persuasive Neurologically optimise your videos Embed commands Stop an image to attract attention
Have a clear identity Target the right people Use social validation, reciprocity and social proof in your campaigns Become valuable Own up to mistakes Converse and convert
attractive
visually appropriate
universal attention-grabbing
Colours Fewer levels Uncluttered
harmonious fun to use and 24 @THEWEBPSYCH and elegant interactive

Flashy Interactive Animated
colourful
ATTENTION OPTIMISATION CASE STUDY
NATHALIE NAHAI
@THEWEBPSYCH
25
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
26
NATHALIE NAHAI
@THEWEBPSYCH
27
NATHALIE NAHAI
@THEWEBPSYCH
28
NATHALIE NAHAI
@THEWEBPSYCH
29
THE RESULT
52%
conversion uplift
30
GENDER DIVIDE AESTHETICS & USABILITY
NATHALIE NAHAI
@THEWEBPSYCH
31
GENDER DIVIDE
Men and women have distinctly different neural responses to artistic and natural stimuli Individualistic cultures express bigger gender differences
32
NATHALIE NAHAI
@THEWEBPSYCH
33
NATHALIE NAHAI
@THEWEBPSYCH
34
WEBSITES
Flashy, interactive and animated Goal-oriented, gamified Many sub-levels Attracted to a websites colours Clean, un-cluttered Prefer fewer sub-page levels to trawl through
NATHALIE NAHAI
@THEWEBPSYCH
35
RISK, TRUST & PRIVACY
Less concerned about privacy Happier parting with sensitive personal info
More skeptical of online info Perceive online purchasing as riskier than males
NATHALIE NAHAI
@THEWEBPSYCH
36
YOUR BRAIN p4
200
SYSTEM
million billion
78%
79%
52%
13% 43%
10%
61%
38%
80%

EXPLORER
)$*+,'&"
1 SELL 2 WITH

BUILDER
!"#$%$&'&
NEGOTIATOR
$"!%#$("&
INTEGRITY
DIRECTOR
%"!%$!%"#$&" %#+'%
SYSTEM

-$.&%#/

!-$#"
0 10 20 30 40 50 60 70 80 90 100 110 120
INFLUENCE: AN INTRODUCTION p158
p164 PRINCIPLES OF ONLINE INFLUENCE

CONSISTENCY
+,--")-$')
6 inuence
principles of
and how to use them online
We rely on cognitive shortcuts - known as heuristics - to guide our behaviours and the decisions we make on a daily basis. Understand how they work for greater influence online.
Professor Robert Cialdinis
RECIPROCITY
!"#$%&'(%)&*$
SOCIAL PROOF
3$0(%"'.)"'+)
LIKING
."-"/&0")"$.
AUTHORITY
$12$0)%&22$&/
SCARCITY
"'%.3,0)%.422/5
!!!
!!!
An obligation to give an obligation to receive an obligation to repay Start the exchange: - be proactive - give something away - make concessions
We act in a way that is consistent with our values and identity Get a commitment: - identify clients traits - activate self-concept - make your request
We naturally look to other people for cues on how to behave We conform when: - the group is strong - physically close to us - has many members
We prefer to comply with people whom we actually like Boost your likeability: - highlight similarities - genuine compliments - be trustworthy
We are rewarded for behaving in accordance with authority figures Make this work for you: - show youre the expert - back up with evidence - be inspiring
We tend to value that which is in scarce supply Use it online: - have flash sales - include a countdown - show limited stock
PRICING AND VALUE p205
p225 RISK, TRUST AND PRIVACY
9 sell more?
prices ending in are called charm prices because they
SUBCONSCIOUSLY
Did you know...

NUMBER
When visitors arrive at
your website they will
What stops us buying online?

25% 30% 15%
scan for cues

on what its about,
and whether or not they
lack of customer service privacy / security no real salesperson
if its secure
What information do we trust?

70% 92%
NATHALIE NAHAI
/ trust THE WEB can youPSYCHOLOGIST
consumer reviews earned media 38 @THEWEBPSYCH
SELL WITH INTEGRITY CASE STUDY
NATHALIE NAHAI
@THEWEBPSYCH
39
DOMINOS PIZZA TURNAROUND
NATHALIE NAHAI
@THEWEBPSYCH
40
THE RESULT
14.3%
Sales increase first quarter of 2010 The biggest ever jump in sales in the fast-food industry
41
BARRIERS TO BUYING ONLINE
NATHALIE NAHAI
@THEWEBPSYCH
42
A lack of trust and face-to-face interaction prevents many people from purchasing online - Peter de Vries & Ad Pruyn
NATHALIE NAHAI
@THEWEBPSYCH
43
CONSUMER TRENDS
What stops us buying online?
Lack of customer service Privacy / security concerns No real salesperson
NATHALIE NAHAI
@THEWEBPSYCH
44
CONSUMER TRENDS
What information do we trust?
Consumer reviews Earned media
NATHALIE NAHAI
@THEWEBPSYCH
45

Consumers require greater trust and confidence buying online vs. face to face The first thing visitors do is subconsciously scan your site for trust cues New visitors assess trust via your websites functionality, design & reputation
46
KEY TAKEAWAYS
To succeed online, follow the roadmap: 1.! Know who youre targeting 2.! Communicate persuasively 3.! Sell with integrity
NATHALIE NAHAI
@THEWEBPSYCH
47
WANT TO KNOW MORE?

Contact my agent:
Jacq@londonwritersclub.com
The Web Psychologist . com @TheWebPsych

48
REFERENCES
D. Ariely (2008). Dan Ariely asks, Are we in control of our own decisions? Ted Talks. Ted.com/talks/lang/en/dan_ariely_asks_are_we_in_control_of_our_own_decisions.html 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 C. Cela-Conde, F. Ayala, E. Munar, F. Maest, M. Nadal, M. Cap, et al. (2009). Sex related similarities and differences in the neural correlates of beauty. Proceedings of the National Academy of Sciences of the United States of America,106(10), 3847. S. Simon (2001). The impact of culture and gender on Web sites: An empirical study. The Data Base for Advances in Information Systems, 32(1), pp. 18-37. D. Cyr and C. Bonanni (2005). Gender and website design in e-business. International Journal of Electronic Business, 3 (6): 56582. A. Acquisti and R. Gross (2006). Imagined communities: Awareness, information sharing, and privacy on the Facebook. Lecture Notes in Computer Science, 4258: 3658. E. Garbarino and M. Strahilevitz (2004). Gender differences in the perceived risk of buying online and the effects of receiving a site recommendation. Journal of Business Research, 57: 76875. D. Gelles and A. Rappeport (2006). Dominos eats humble pie to boost sales. FT.com, May. ft.com/cms/s/0/f8178fa2-7804-11e0- b90e-00144feabdc0.html#axzz1uwqbr9Ju (accessed 11th April 2012). P. de Vries and A. Pruyn (2007). Source salience and the persuasiveness of peer recommendations: The mediating role of social trust. Persuasive, LNCS, 4744: 16475. Y. H. Tan and W. Thoen (2001). Toward a generic model of trust for electronic commerce. International Journal of Electronic Markets, 5 (2): 6174. 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: 3503. 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.
NATHALIE NAHAI
@THEWEBPSYCH
49

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WEB PSYCHOLOGY

__________ your roadmap to! __________!

3 SECRETS TO ONLINE SUCCESS

THE WEB PSYCHOLOGIST

1 KNOW WHO YOURE TARGETING 2 COMMUNICATE PERSUASIVELY 3 SELL WITH INTEGRITY

THE WEB PSYCHOLOGIST

LETS PLAY A GAME

THE WEB PSYCHOLOGIST

The thing is, this isnt just any game.

THE WEB PSYCHOLOGIST

And the map?

THE WEB PSYCHOLOGIST

THE WEB PSYCHOLOGIST

p23 GLOBAL INTERNET PENETRATION RATES

NEUROCHEMICAL ARCHETYPES p61

WHO YOURE 1KNOW 2 SELL WITH

Do you believe in free will? 300 milliseconds

p37 SOFTWARE OF THE MIND

HOFSTEDES 6 CULTURAL TRAITS

0 10 20 30 40 50 60 70 80 90 100 110 120

S. AFRICA* BRAZIL CHINA INDIA JAPAN RUSSIA SAUDI ARABIA* UK USA 11

p23 GLOBAL INTERNET PENETRATION RATES

Do you believe in free will? 300 milliseconds

NEUROCHEMICAL ARCHETYPES p61

Slow Analytical Conscious Laborious Intentional Rational

p37 SOFTWARE OF THE MIND

S. AFRICA* BRAZIL CHINA INDIA JAPAN RUSSIA SAUDI ARABIA* UK USA 12

THE WEB PSYCHOLOGIST

ONLINE PRINT ONLINE + PRINT

$59 $125 $125

ONLINE ONLINE + PRINT

$59 ONLINE $125 ONLINE + PRINT

$59 ONLINE $125 PRINT $125 ONLINE + PRINT

THE WEB PSYCHOLOGIST

THE WEB PSYCHOLOGIST

THE WEB PSYCHOLOGIST

THE WEB PSYCHOLOGIST

p23 GLOBAL INTERNET PENETRATION RATES

NEUROCHEMICAL ARCHETYPES p61

Do you believe in free will? 300 milliseconds

p37 SOFTWARE OF THE MIND

HOFSTEDES 6 CULTURAL TRAITS

0 10 20 30 40 50 60 70 80 90 100 110 120

S. AFRICA* BRAZIL CHINA INDIA JAPAN RUSSIA SAUDI ARABIA* UK USA 23

p109 NEURAL COUPLING

When you talk

The mind meld

the brains of communicator and listener

are trying to be coupled

p80 YOUR WEBSITE

Did you know...

Your websites appeal

AESTHETIC DYNAMIC women and men differ culture-specic

THE WEB PSYCHOLOGIST

Colours Fewer levels Uncluttered

harmonious fun to use and 24 @THEWEBPSYCH and elegant interactive

ATTENTION OPTIMISATION CASE STUDY

THE WEB PSYCHOLOGIST

THE WEB PSYCHOLOGIST

THE WEB PSYCHOLOGIST

THE WEB PSYCHOLOGIST

GENDER DIVIDE AESTHETICS & USABILITY

THE WEB PSYCHOLOGIST

your roadmap to! !