Persuadability – Arial Guersenzvaig – Claro
Persuadability is the evil cousin of IA – there to make people do things that they don’t want to do
From reactive focus on customers to proactive focus
Conversion rate still less than 5% on average
Problems:
- Low pressure
- lack of attractive commercial propositions
- try to elicit too much info
- poor positioning
- no calls to action
- no clear offer
- poor measurement of real online behaviour
- poor content
- length of shopping process
Persuadability:
- consumer psychology
- user expeience
- value proposition
- marketing strategy
AIDA is an acronym used in marketing that describes a
common list of events that is very often undergone when a person is
selling a product or service: * A – Attention – to attract the
attention of the customer.* I – Interest – to get the customer
interested by demonstrating its features, advantages, and benefits.* D
- Desire – convincing customers of the product’s advantage and its
ability to satisfy specific needs.* A – Action – to push customers
toward actually purchasing the product.
AIDA online becomes AAIADA
- Attention – action
- Interest – action
- Desire – action
conversion is the sum of several micro-actions
Beyond usability – what’s the commercial success in being usable – look at the value proposition
real-time measurement and analytics
decision – action
jon
