The Small Big

Rajesh RangarajanVikram Krishnaraya

5To Increase Digital Accessory SalesFor US Telecom Giants

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

Smallest Change--

Biggest Difference

What do people look for when buying accessories?

1. Choice2. Affordability

What are the small ‘big’ things we can do to persuade users to buy?

Small Big 1

What are the small ‘big’ things we can do to persuade users to buy?

What are the small ‘big’ things we can do to persuade users to buy?

What are the small ‘big’ things we can do to persuade users to buy?

What are the small ‘big’ things we can do to persuade users to buy?

Large Search Bar

“Indicates Catalog Vastness”

--

What are the small ‘big’ things we can do to persuade users to buy?

1 Increase the size of the Search BarOSmall Big Changes

Small Big 2

What are the small ‘big’ things we can do to persuade users to buy?

Hidden Meanings in Logos / Designs...

Visual Cues within logos, anything, can be used as powerful yet sutle persuasion points

So how can the word “Accessories” be used to depict vastness of its catalog or abundance in varieties offered?

amazon, FedEx

A ESSORIESor

A ESSORIESor

1 Increase the size of the Search Bar

Small Big Changes

2 Add Subtle Visual Cues to the context in a way that implies “Abundance”OO

Small Big 3

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?

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?

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

What are the small ‘big’ things we can do to persuade users to buy?

1 Increase the size of the Search Bar

Small Big Changes

2 Add Subtle Visual Cues to the context in a way that implies “Abundance”OO

3 Re-Organize the Catalog as per pricing (or Social Proof)O

Small Big 4

What happened when JC Penny’s Ron Johnson changed $9.99 to $10?

40 % Sales Drop

Why?

“People tend to be cognitive misers”

$9.99 is $9 and way lesser than $10.00 or $10$29.90 is way lesser than $30

and in fact closer to $20

1 Increase the size of the Search Bar

Small Big Changes

2 Add Subtle Visual Cues to the context in a way that implies “Abundance”OO

3 Re-Organize the Catalog as per pricing (or Social Proof)O4 Transition from Real to Psychological PricingO

Small Big 5

“Is Social Proof always Ratings & Reviews”

What is such Social Proof is not available?

1 Increase the size of the Search Bar

Small Big Changes

2 Add Subtle Visual Cues to the context in a way that implies “Abundance”OO

3 Re-Organize the Catalog as per pricing (or Social Proof)O4 Transition from Real to Psychological PricingO5 Show No. of Transactions & Active Transactions as Social ProofO

Preview of Proposed Small Big Changes

What are the small ‘big’ things we can do to persuade users to buy?

CURRENT

What are the small ‘big’ things we can do to persuade users to buy?

PROPOSED

What are the small ‘big’ things we can do to persuade users to buy?

PROPOSED

What are the small ‘big’ things we can do to persuade users to buy?

PROPOSED

What are the small ‘big’ things we can do to persuade users to buy?

CURRENT

What are the small ‘big’ things we can do to persuade users to buy?

PROPOSED

What are the small ‘big’ things we can do to persuade users to buy?

PROPOSED

What are the small ‘big’ things we can do to persuade users to buy?

PROPOSED

10,345 Purchases20 People Currently Buying This

1,50,201 Purchases5 People Currently Buying This

2,45,225 Purchases72 People Currently Buying This

15,888 Purchases8 People Currently Buying This

1,888 Purchases

Thank YouRajesh RangarajanVikram Krishnaraya

Small Big 5 Recap...

1 Increase the size of the Search Bar2 Add Subtle Visual Cues to the context in a way that

implies “Abundance”3 Re-Organize the Catalog as per pricing (or Social

Proof)4 Transition from Real to Psychological Pricing5 Show No. of Transactions & Active Transactions as

Social Proof