small big ideas through simple persuasion
TRANSCRIPT
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The Small Big ideas to Persuade customers
Title inspiration from Dr. Robert Cialdini’s book “The small Big”Vikram & Rajesh
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Did you know... How Hotel residents were persuaded to re-use their towels & linens?
+33 % Increase
69% Compliance
75 % of people staying in this room have reused
their towel.
Single Most Effective Message
75 % of our guests staying in this hotel
reuse their towel. Please do so as well.
+26 % Increase
61% Compliance
Message 2
Please reuse your towels and linens.
Environmental BenefitsBlah Blah Blah
35% Compliance
Message 1
Experiment quoted in Dr. Robert Cialdini’s book “The small Big”
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Small Change-Leads to
Big Impact
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What are the small ‘big’ things we can do to persuade users?
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Small Big 1
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What are the small ‘big’ things we can do to persuade users to buy?
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What are the small ‘big’ things we can do to persuade users to buy?
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What are the small ‘big’ things we can do to persuade users to buy?
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What are the small ‘big’ things we can do to persuade users to buy?
Large Search Bar
“Indicates Catalog Vastness”
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Small Big 2
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What are the small ‘big’ things we can do to persuade users to buy?
Hidden Meanings in Logos / Designs...
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Visual Cues within logos can be used as powerful yet subtle persuasion points
amazon, FedEx
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Small Big 3
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Guess what most people picked?Wines by the Glass
Our house wine $5.00Riesling $6.00Gewürztraminer $6.75Chardonnay $7.25Sauvignon blanc $7.75Syrah $8.50Merlot $8.95Cabernet sauvignon $10.50Pinot Noir $11.25
How do you think that average ticket size was increased?
WHY?
Experiment quoted in Dr. Robert Cialdini’s book “The small Big”
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The Order was reversed from High to Low Wines by the Glass
Pinot Noir $11.25Cabernet sauvignon $10.50Merlot $8.95Syrah $8.50Sauvignon blanc $7.75Chardonnay $7.25Gewürztraminer $6.75Riesling $6.00Our house wine $5.00
How do you think that average was further increased?
Why did it increase?
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A Scooter AdWines by the Glass
Pinot Noir $11.25Cabernet sauvignon $10.50Merlot $8.95Syrah $8.50Sauvignon blanc $7.75Chardonnay $7.25Gewürztraminer $6.75Riesling $6.00Our house wine $5.00
Sargent Scooter$2570.90
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Small Big Ideas: Easy to execute Creates Big Impact Acts as a subtle yet powerful persuasion
technique
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Thank You