http://www.persuadability.com Convert your users into costumers santi@multiplica.com (Santi Mundi)Thu, 20 Nov 2008 00:47:16 PDTFuzzyRSS 1.0.1http://blogs.law.harvard.edu/tech/rss http://www.multiplica.com/logblog/articulode69_D.gif http://www.persuadability.com http://www.persuadability.com/default.asp?idcont=1093There are many companies which throw themselves into designing landing pages without reflecting sufficiently on some of the key factors which might clearly condition the results they will obtain.info@multiplica.com (Multiplica Team)http://www.persuadability.com/default.asp?idcont=1093#commentsFri, 24 Oct 2008 00:00:00 PDT http://www.persuadability.com/default.asp?idcont=1087We have been saying it for ages now: so far we have conceptualised, designed and developed silly websites. Websites offering the same face every time we open them, websites that do not recognise us or respond to our personal expectations, websites which do not learn from their mistakes and which do not proactively apply any kind of commercial intelligence to get us to visit them again and turn us into clients.info@multiplica.com (Multiplica Team)http://www.persuadability.com/default.asp?idcont=1087#commentsMon, 10 Nov 2008 00:00:00 PDT http://www.persuadability.com/default.asp?idcont=1081Although I am not a fan of online advertising, I understand that it can be a vehicle for generating traffic. From my wealth of experience, I have identified 15 keys to designing and creating campaigns which convert. info@multiplica.com (Multiplica Team)http://www.persuadability.com/default.asp?idcont=1081#commentsMon, 10 Mar 2008 00:00:00 PDT http://www.persuadability.com/default.asp?idcont=1076There are many factors – generally external (at least for the Internet manager) – which condition our online conversion ratios and that can help us understand the significant differences between sectors.info@multiplica.com (Multiplica Team)http://www.persuadability.com/default.asp?idcont=1076#commentsSun, 21 Sep 2008 00:00:00 PDT http://www.persuadability.com/default.asp?idcont=1071I loved Brian Clark’s post on Copyblogger “Ten Timeless Persuasive Writing Techniques“. info@multiplica.com (Multiplica Team)http://www.persuadability.com/default.asp?idcont=1071#commentsSun, 09 Nov 2008 00:00:00 PDT http://www.persuadability.com/default.asp?idcont=1065I found the TV campaign that eHarmony is conducting in the United States these days to increase the user- and client-base for its online dating service to be extremely intelligent and compelling. info@multiplica.com (Multiplica Team)http://www.persuadability.com/default.asp?idcont=1065#commentsFri, 29 Aug 2008 00:00:00 PDT http://www.persuadability.com/default.asp?idcont=1064For some time now we here at Multiplica have been saying that it's time we made intelligent websites which execute actions proactively on and off the website, adapted to the user profile and how he/she behaves on our website.info@multiplica.com (Multiplica Team)http://www.persuadability.com/default.asp?idcont=1064#commentsTue, 26 Aug 2008 00:00:00 PDT http://www.persuadability.com/default.asp?idcont=1054What can we do on the social networking site Facebook? Some of the things we can do there are just plain entertainment and nothing more: finding out which of the characters from the series Lost we are, which is the best city for us to live in, test our knowledge of films or becoming a fan of anything we like (from Obama to H&M). But the other day, I found a function that I thought was extremely persuasive: it's the Topshop Fashion Fix. info@multiplica.com (Multiplica Team)http://www.persuadability.com/default.asp?idcont=1054#commentsTue, 07 Oct 2008 00:00:00 PDT http://www.persuadability.com/default.asp?idcont=1051Over the last few months, Ester and I have been spending a lot of time making a dream come true: writing a book. And it looks as though we are about to achieve our goal. This week, Gestión 2000 has confirmed its interest in publishing a book about persuadability. info@multiplica.com (Multiplica Team)http://www.persuadability.com/default.asp?idcont=1051#commentsMon, 07 Apr 2008 00:00:00 PDT http://www.persuadability.com/default.asp?idcont=1041Last Thursday, as part of the Practitioner Web Analytics – excellent organisation by Alt64– we conducted a workshop which focused on how to conceptualise a home page for new users on a 2.0-type website (social network, community, classified ads...).info@multiplica.com (Multiplica Team)http://www.persuadability.com/default.asp?idcont=1041#commentsWed, 06 Aug 2008 00:00:00 PDT http://www.persuadability.com/default.asp?idcont=1038The sixth – and final – principle defined by Robert B. Cialdini refers to the potential that scarcity has to achieve immediate persuasion. Anything which is exclusive and limited (in number and time) will make us act “right then and there”.info@multiplica.com (Multiplica Team)http://www.persuadability.com/default.asp?idcont=1038#commentsFri, 30 May 2008 00:00:00 PDT http://www.persuadability.com/default.asp?idcont=1033The fifth principle defined by Robert B. Cialdini is based on the power of persuasion that people we consider to be authorities on one subject or another have.info@multiplica.com (Multiplica Team)http://www.persuadability.com/default.asp?idcont=1033#commentsTue, 20 May 2008 00:00:00 PDT http://www.persuadability.com/default.asp?idcont=1023Why should he/she choose us? is one of the possible questions that may occur to a user visiting us and who is not yet a client of ours. info@multiplica.com (Multiplica Team)http://www.persuadability.com/default.asp?idcont=1023#commentsSun, 27 Apr 2008 00:00:00 PDT http://www.persuadability.com/default.asp?idcont=1022One of the most interesting aspects of the web 2.0 is its capacity for integrating applications which put the user in touch with reality.info@multiplica.com (Multiplica Team)http://www.persuadability.com/default.asp?idcont=1022#commentsFri, 25 Apr 2008 00:00:00 PDT http://www.persuadability.com/default.asp?idcont=1020Who wants a mortgage? A drill bit? Or a website? Probably nobody. Users want to buy a house, hang up a picture or sell over the internet. Our products or services will be the ones which will help meet their needs to achieve their objectives.info@multiplica.com (Multiplica Team)http://www.persuadability.com/default.asp?idcont=1020#commentsTue, 22 Apr 2008 00:00:00 PDT http://www.persuadability.com/default.asp?idcont=1016The principle defined by Robert B. Cialdini states that, to have a better chance of persuading someone, we will first have to get him or her to like us. info@multiplica.com (Multiplica Team)http://www.persuadability.com/default.asp?idcont=1016#commentsWed, 16 Apr 2008 00:00:00 PDT http://www.persuadability.com/default.asp?idcont=1013The Internet is changing. At least, the Internet as it is understood by large-scale companies and corporations from many different sectors (the banking and insurance sectors, or mobile phone companies). info@multiplica.com (Multiplica Team)http://www.persuadability.com/default.asp?idcont=1013#commentsThu, 04 Dec 2008 00:00:00 PDT http://www.persuadability.com/default.asp?idcont=1009A few days ago, I attempted to highlight 15 things I think are relevant for persuading users on 2.0 type websites as part of a conference held in Santiago de Chile.info@multiplica.com (Multiplica Team)http://www.persuadability.com/default.asp?idcont=1009#commentsWed, 04 Jun 2008 00:00:00 PDT http://www.persuadability.com/default.asp?idcont=1001One of the scarcest resources is time and anything which will help to make something more efficient will be taken up by society as indispensable means of tackling it.info@multiplica.com (Multiplica Team)http://www.persuadability.com/default.asp?idcont=1001#commentsFri, 21 Mar 2008 00:00:00 PDT http://www.persuadability.com/default.asp?idcont=998A few days ago we went been shopping on the Internet in Spain and there has still not been any progress in the 15 errors which crop up time and time again.info@multiplica.com (Multiplica Team)http://www.persuadability.com/default.asp?idcont=998#commentsWed, 19 Mar 2008 00:00:00 PDT http://www.persuadability.com/default.asp?idcont=994The Web Analytics industry is undergoing a little shake-up which will probably continue for the next few years. info@multiplica.com (Multiplica Team)http://www.persuadability.com/default.asp?idcont=994#commentsFri, 03 Oct 2008 00:00:00 PDT http://www.persuadability.com/default.asp?idcont=987We all want to persuade and improve our online results. But –so far- it seems that we have not understood WHERE EXACTLY we need to do so. info@multiplica.com (Multiplica Team)http://www.persuadability.com/default.asp?idcont=987#commentsThu, 21 Feb 2008 00:00:00 PDT http://www.persuadability.com/default.asp?idcont=985The third principle defined by Robert B. Cialdini is based on the tendency that we, as a society have, to do the same as other members. This marks our actions in many cases, particularly when we don’t know what we ought to do.info@multiplica.com (Multiplica Team)http://www.persuadability.com/default.asp?idcont=985#commentsWed, 20 Feb 2008 00:00:00 PDT http://www.persuadability.com/default.asp?idcont=979An issue which I find fascinating is how to present our content in such a way as to make the user visiting our site understand what he/she is missing out on by not being one of our clients. Or, put more positively, everything he/she will get when he/she becomes a client. info@multiplica.com (Multiplica Team)http://www.persuadability.com/default.asp?idcont=979#commentsSat, 02 Aug 2008 00:00:00 PDT http://www.persuadability.com/default.asp?idcont=975There are many 2.0 websites which try to put their users in touch, either to find your “other half”, the job of your dreams or simply to stay in touch with your friends.info@multiplica.com (Multiplica Team)http://www.persuadability.com/default.asp?idcont=975#commentsThu, 31 Jan 2008 00:00:00 PDT http://www.persuadability.com/default.asp?idcont=965The principle defined by Robert B. Cialdini is based on the human need to be internally consistent. When a person makes a prior commitment to perform an action, he/she will then do everything in his/her power to follow it through. info@multiplica.com (Multiplica Team)http://www.persuadability.com/default.asp?idcont=965#commentsMon, 14 Jan 2008 00:00:00 PDT http://www.persuadability.com/default.asp?idcont=959Robert B. Cialdini, in his book Influence: The Psychology of Persuasion, categorises small persuasive actions into 6 basic principles which cover the entire persuasion process.info@multiplica.com (Multiplica Team)http://www.persuadability.com/default.asp?idcont=959#commentsTue, 25 Dec 2007 00:00:00 PDT http://www.persuadability.com/default.asp?idcont=953Robert B. Cialdini, in his book Influence: The Psychology of Persuasion, categorises small persuasive actions into 6 basic principles which cover the entire persuasion process.info@multiplica.com (Multiplica Team)http://www.persuadability.com/default.asp?idcont=953#commentsThu, 12 Jul 2007 00:00:00 PDT http://www.persuadability.com/default.asp?idcont=949The study is now ready. It took a bit of effort, but 40 banks and 186 factors are not that easy to analyse, and even less so at a time of year where the pace of work picks up to such a degree.info@multiplica.com (Multiplica Team)http://www.persuadability.com/default.asp?idcont=949#commentsFri, 30 Nov 2007 00:00:00 PDT http://www.persuadability.com/default.asp?idcont=948Finally, next week we will be presenting our banking study. 40 banks from around the world and more than 200 elements analysed of their public, online presences. And, because it is almost Christmas, we have decided to do it free of charge. info@multiplica.com (Multiplica Team)http://www.persuadability.com/default.asp?idcont=948#commentsFri, 23 Nov 2007 00:00:00 PDT http://www.persuadability.com/default.asp?idcont=944I must say that I have always loved online advertising based on banners or their derivatives. It’s an Internet I don’t believe in and yet understand.info@multiplica.com (Multiplica Team)http://www.persuadability.com/default.asp?idcont=944#commentsThu, 15 Nov 2007 00:00:00 PDT http://www.persuadability.com/default.asp?idcont=940Yesterday – Sunday – there I was, comfortably watching the TV, zapping away as usual when an advertisement from a home shopping channel caught my eye. Maybe it was the few excess pounds I have been carrying around for the last few weeks. Maybe it was wanting to learn how to persuade. info@multiplica.com (Multiplica Team)http://www.persuadability.com/default.asp?idcont=940#commentsTue, 11 Dec 2007 00:00:00 PDT http://www.persuadability.com/default.asp?idcont=937A few months ago, we conducted a study where we analysed 30 online stores to see how they persuade their users through the 100 factors which define persuadability. Today we have decided to publish and release it.info@multiplica.com (Multiplica Team)http://www.persuadability.com/default.asp?idcont=937#commentsSat, 11 Aug 2007 00:00:00 PDT http://www.persuadability.com/default.asp?idcont=933In a few days’ time, I shall be presenting the conclusions of the persuadability study on the banking industry, but as a taster I will say how much I recommend taking a look at Bank of America's online presence.info@multiplica.com (Multiplica Team)http://www.persuadability.com/default.asp?idcont=933#commentsWed, 11 Apr 2007 00:00:00 PDT http://www.persuadability.com/default.asp?idcont=931Up to now, search analytics has been the ugly duckling of online measuring. The fact is that we pay scant attention to the searches (external and internal) that users perform around our Internet presence. info@multiplica.com (Multiplica Team)http://www.persuadability.com/default.asp?idcont=931#commentsTue, 30 Oct 2007 00:00:00 PDT http://www.persuadability.com/default.asp?idcont=923I was astonished recently to read the impressive conversion rates of the top 10 retailers in the US as regards conversion which Nielsen/Netratings offers periodically.info@multiplica.com (Multiplica Team)http://www.persuadability.com/default.asp?idcont=923#commentsSun, 21 Oct 2007 00:00:00 PDT http://www.persuadability.com/default.asp?idcont=921One exciting model which is achieving levels of success which far exceed expectations is led by stores which only send one product at a very good price every day. info@multiplica.com (Multiplica Team)http://www.persuadability.com/default.asp?idcont=921#commentsWed, 17 Oct 2007 00:00:00 PDT http://www.persuadability.com/default.asp?idcont=920This morning, in the Washington eMetrics conference – the mecca of Internet metrics the world over – Google officially presented some delicious new things that Google Analytics offers.info@multiplica.com (Multiplica Team)http://www.persuadability.com/default.asp?idcont=920#commentsTue, 16 Oct 2007 00:00:00 PDT http://www.persuadability.com/default.asp?idcont=918This being the first day of the conference, and seeing that the central issue of eMetrics is how measurement can help us to improve our conversion rates, I have decided to provide you with a summary of the most salient points.info@multiplica.com (Multiplica Team)http://www.persuadability.com/default.asp?idcont=918#commentsMon, 15 Oct 2007 00:00:00 PDT http://www.persuadability.com/default.asp?idcont=916On more than one occasion we have discussed how relevant internal search-engines are and what their impact might be on our conversion ratiosinfo@multiplica.com (Multiplica Team)http://www.persuadability.com/default.asp?idcont=916#commentsSat, 10 Nov 2007 00:00:00 PDT http://www.persuadability.com/default.asp?idcont=910Every day, in my job as a Web metrics consultant, I get questions or queries about funnel reporting, or defined funnel visualisation. info@multiplica.com (Multiplica Team)http://www.persuadability.com/default.asp?idcont=910#commentsSat, 10 Mar 2007 00:00:00 PDT http://www.persuadability.com/default.asp?idcont=906I have been able to chat to different people in charge of Internet presences about the dramatic rates of abandonment which occur from the very second users place products in their shopping cart. In some cases this rate is up to 80%!info@multiplica.com (Multiplica Team)http://www.persuadability.com/default.asp?idcont=906#commentsMon, 24 Sep 2007 00:00:00 PDT http://www.persuadability.com/default.asp?idcont=902As an example of the fact that we need to learn enough persuadability now to be prepared to persuade more and more over new digital devices, we believe that the new, interactive shop-windows that...info@multiplica.com (Multiplica Team)http://www.persuadability.com/default.asp?idcont=902#commentsWed, 19 Sep 2007 00:00:00 PDT http://www.persuadability.com/default.asp?idcont=898Insofar as more and more mobile devices provide wi-fi access to the Internet, so Location Based Services will become more and more relevant.info@multiplica.com (Multiplica Team)http://www.persuadability.com/default.asp?idcont=898#commentsMon, 17 Sep 2007 00:00:00 PDT http://www.persuadability.com/default.asp?idcont=888This September we will be giving you a new chance to do so. We will be in Madrid (on the 12th.) and in Barcelona (on the 13th.). info@multiplica.com (Multiplica Team)http://www.persuadability.com/default.asp?idcont=888#commentsFri, 31 Aug 2007 00:00:00 PDT http://www.persuadability.com/default.asp?idcont=882A few days ago, I went out to buy some shoes. Something comfortable and at the same time formal (to go to work) but casual (one must dress to suit one’s personality). Believe me, it was not easy. info@multiplica.com (Multiplica Team)http://www.persuadability.com/default.asp?idcont=882#commentsSun, 19 Aug 2007 00:00:00 PDT http://www.persuadability.com/default.asp?idcont=881The study performed by ScanAlert among 480 online stores, titled ‘Digital Window Shopping’ makes fascinating reading. It refers to the average times between the user visiting us for the first time to finally materialising the purchase on our online presence.info@multiplica.com (Multiplica Team)http://www.persuadability.com/default.asp?idcont=881#commentsThu, 16 Aug 2007 00:00:00 PDT http://www.persuadability.com/default.asp?idcont=87910 features of the perfect link.info@multiplica.com (Multiplica Team)http://www.persuadability.com/default.asp?idcont=879#commentsMon, 13 Aug 2007 00:00:00 PDT http://www.persuadability.com/default.asp?idcont=876Copy is the soul of the website. It helps us transmit that knowing wink which shows our closeness, warmth or empathy and helps us connect emotionally to our users.info@multiplica.com (Multiplica Team)http://www.persuadability.com/default.asp?idcont=876#commentsThu, 08 Nov 2007 00:00:00 PDT http://www.persuadability.com/default.asp?idcont=875A fascinating study about how purchasers behave on eBay has led me to reaffirm 3 highly-relevant things about persuadability.info@multiplica.com (Multiplica Team)http://www.persuadability.com/default.asp?idcont=875#commentsSat, 08 Sep 2007 00:00:00 PDT http://www.persuadability.com/default.asp?idcont=873Using eyetracking to perform a user test seems to be the best way of understanding what our users look at in their multiple paths through our website. However, not everyone can do this and it is hard to reach statistically-significant conclusions based on a test with a reduced number of users.info@multiplica.com (Multiplica Team)http://www.persuadability.com/default.asp?idcont=873#commentsSun, 08 Jul 2007 00:00:00 PDT http://www.persuadability.com/default.asp?idcont=871A few days ago I listened in to one of the clearest and most fascinating webinars I have seen for a long time. Suresh Vital (an analyst from Forrester) and Brett Hieggelke (Vice President of Omniture), show us, in just a few minutes, what we are about to be hit with: Optimizing Web Interactions through On-site Behavioral Targeting.info@multiplica.com (Multiplica Team)http://www.persuadability.com/default.asp?idcont=871#commentsFri, 08 Jun 2007 00:00:00 PDT http://www.persuadability.com/default.asp?idcont=869To persuade people, we have to be credible, particularly if we are facing a user who is visiting us for the first time and for whom our brand is not too familiar. And, without a doubt, one of the best ways to objectify our philosophy is through numbers. info@multiplica.com (Multiplica Team)http://www.persuadability.com/default.asp?idcont=869#commentsTue, 08 May 2007 00:00:00 PDT http://www.persuadability.com/default.asp?idcont=865At a time when the Web 2.0 is at boiling point, the travel business - where we users are avid for recommendations from other users regarding that romantic destination or that beach hotel - is not about to ignore it.info@multiplica.com (Multiplica Team)http://www.persuadability.com/default.asp?idcont=865#commentsTue, 31 Jul 2007 00:00:00 PDT http://www.persuadability.com/default.asp?idcont=859One of the magic things about the Internet is the way it lets us measure our conversions in real time. We still havent realised its true potential.info@multiplica.com (Multiplica Team)http://www.persuadability.com/default.asp?idcont=859#commentsMon, 23 Jul 2007 00:00:00 PDT http://www.persuadability.com/default.asp?idcont=854Although the check-out process is not a determining factor in our conversion no-one wants to lose an almost-sure sale because of a bad check-out experience. info@multiplica.com (Multiplica Team)http://www.persuadability.com/default.asp?idcont=854#commentsWed, 18 Jul 2007 00:00:00 PDT http://www.persuadability.com/default.asp?idcont=851Every day, more and more people become “multi-channel shoppers”. The first thing we all think is “Search online to buy the product in the physical store”.info@multiplica.com (Multiplica Team)http://www.persuadability.com/default.asp?idcont=851#commentsWed, 07 Nov 2007 00:00:00 PDT http://www.persuadability.com/default.asp?idcont=849There are very few webpages which do the tiresome but important work of attempting to discover who their different target audiences are and what use the products or services they offer are put to.info@multiplica.com (Multiplica Team)http://www.persuadability.com/default.asp?idcont=849#commentsFri, 07 Sep 2007 00:00:00 PDT http://www.persuadability.com/default.asp?idcont=845Last Tuesday I was able to express an opinion which has been obsessing me lately in a seminar organised by Diario Financiero in Santiago de Chile regarding online loyalty.info@multiplica.com (Multiplica Team)http://www.persuadability.com/default.asp?idcont=845#commentsThu, 07 Jun 2007 00:00:00 PDT http://www.persuadability.com/default.asp?idcont=839Brian Eisenberg offers us 20 reasons.info@multiplica.com (Multiplica Team)http://www.persuadability.com/default.asp?idcont=839#commentsMon, 25 Jun 2007 00:00:00 PDT http://www.persuadability.com/default.asp?idcont=838Captology focuses on the study of technologies that might persuade us in some way. In my opinion, this is mixing two disciplines which I believe to be quite different (even though they are clearly related). info@multiplica.com (Multiplica Team)http://www.persuadability.com/default.asp?idcont=838#commentsFri, 22 Jun 2007 00:00:00 PDT http://www.persuadability.com/default.asp?idcont=836One of the current trends is to think of our home pages more and more as true launching-pads which will help us find the products and services we want to find, instead of simple shop-windows with offers and promotions. info@multiplica.com (Multiplica Team)http://www.persuadability.com/default.asp?idcont=836#commentsThu, 14 Jun 2007 00:00:00 PDT http://www.persuadability.com/default.asp?idcont=833On more than one occasion we have referred to Google Website Optimizer, an incredible solution for conducting multivariable tests on certain pages of our online presence, to improve our conversion ratios. info@multiplica.com (Multiplica Team)http://www.persuadability.com/default.asp?idcont=833#commentsThu, 31 May 2007 00:00:00 PDT http://www.persuadability.com/default.asp?idcont=830Persuadability, understood as the discipline which attempts to increase the level of persuasion over any digital device or electronic channel – be it an online store, a mobile application or interactive TV – applies more than ever to the world of ATM’s.info@multiplica.com (Multiplica Team)http://www.persuadability.com/default.asp?idcont=830#commentsMon, 14 May 2007 00:00:00 PDT http://www.persuadability.com/default.asp?idcont=828One good principle of persuadability is the confidence we have in each other. As social beings, we tend to do what others do and also to believe what other members of society tell us.info@multiplica.com (Multiplica Team)http://www.persuadability.com/default.asp?idcont=828#commentsFri, 05 Oct 2007 00:00:00 PDT http://www.persuadability.com/default.asp?idcont=826Right there, in the University of Stanford and as part of the Persuasive Technology congress organised recently by BJ Fogg – we were able to present the first study on online store persuadability. info@multiplica.com (Multiplica Team)http://www.persuadability.com/default.asp?idcont=826#commentsFri, 05 Oct 2007 00:00:00 PDT http://www.persuadability.com/default.asp?idcont=823You sent in comments about how important copy is and how to write better online copy. Not wanting to keep you waiting, here are María Veloso’s secrets for achieving highly-valued copy.info@multiplica.com (Multiplica Team)http://www.persuadability.com/default.asp?idcont=823#commentsMon, 16 Apr 2007 00:00:00 PDT http://www.persuadability.com/default.asp?idcont=822At this point in the game, there should be no doubt about how relevant search engines are (especially in online stores with millions of reference numbers). info@multiplica.com (Multiplica Team)http://www.persuadability.com/default.asp?idcont=822#commentsFri, 13 Apr 2007 00:00:00 PDT http://www.persuadability.com/default.asp?idcont=811At the end of March we held persuability sessions in Madrid and Barcelona to tell clients, future clients, friends and acquaintances all the latest news about persuability.info@multiplica.com (Multiplica Team)http://www.persuadability.com/default.asp?idcont=811#commentsThu, 04 Oct 2007 00:00:00 PDT http://www.persuadability.com/default.asp?idcont=807The people responsible for the Internet within a huge range of companies are obviously very worried about their online sales.info@multiplica.com (Multiplica Team)http://www.persuadability.com/default.asp?idcont=807#commentsMon, 03 Dec 2007 00:00:00 PDT http://www.persuadability.com/default.asp?idcont=804The people responsible for the Internet within a huge range of companies are obviously very worried about their online sales.info@multiplica.com (Multiplica Team)http://www.persuadability.com/default.asp?idcont=804#commentsThu, 03 May 2007 00:00:00 PDT http://www.persuadability.com/default.asp?idcont=803The people responsible for the Internet within a huge range of companies are obviously very worried about their online sales.info@multiplica.com (Multiplica Team)http://www.persuadability.com/default.asp?idcont=803#commentsTue, 03 Apr 2007 00:00:00 PDT http://www.persuadability.com/default.asp?idcont=802The people responsible for the Internet within a huge range of companies are obviously very worried about their online sales.info@multiplica.com (Multiplica Team)http://www.persuadability.com/default.asp?idcont=802#commentsTue, 27 Feb 2007 00:00:00 PDT http://www.persuadability.com/default.asp?idcont=801The people responsible for the Internet within a huge range of companies are obviously very worried about their online sales.info@multiplica.com (Multiplica Team)http://www.persuadability.com/default.asp?idcont=801#commentsTue, 27 Feb 2007 00:00:00 PDT http://www.persuadability.com/default.asp?idcont=798The people responsible for the Internet within a huge range of companies are obviously very worried about their online sales.info@multiplica.com (Multiplica Team)http://www.persuadability.com/default.asp?idcont=798#commentsWed, 14 Feb 2007 00:00:00 PDT http://www.persuadability.com/default.asp?idcont=796The people responsible for the Internet within a huge range of companies are obviously very worried about their online sales.info@multiplica.com (Multiplica Team)http://www.persuadability.com/default.asp?idcont=796#commentsSun, 02 Sep 2007 00:00:00 PDT http://www.persuadability.com/default.asp?idcont=794Can a brand persuade us over the Internet? Of course it can, providing it keeps these 10, simple rules in mindinfo@multiplica.com (Multiplica Team)http://www.persuadability.com/default.asp?idcont=794#commentsWed, 31 Jan 2007 00:00:00 PDT http://www.persuadability.com/default.asp?idcont=789We can now enjoy Captology TV, an initiative brought to us by The Stanford Persuasive Technolgy Lab to explain case histories of persuadability through video.info@multiplica.com (Multiplica Team)http://www.persuadability.com/default.asp?idcont=789#commentsSun, 01 Apr 2007 00:00:00 PDT http://www.persuadability.com/default.asp?idcont=787Probably one of the best books that I read in my development as a professional was Web Copy that sells by Maria Veloso Here are the first things I was happy to find in it.info@multiplica.com (Multiplica Team)http://www.persuadability.com/default.asp?idcont=787#commentsThu, 01 Feb 2007 00:00:00 PDT http://www.persuadability.com/default.asp?idcont=786Probably one of the best books that I read in my development as a professional was Web Copy that sells by Maria Veloso Here are the first things I was happy to find in it.info@multiplica.com (Multiplica Team)http://www.persuadability.com/default.asp?idcont=786#commentsWed, 27 Dec 2006 00:00:00 PDT http://www.persuadability.com/default.asp?idcont=748Although obvious – if we surf worldwide Internet banking sites - there are very few in the finance sector which comply with the 15 basic principles of persuadability.info@multiplica.com (Multiplica Team)http://www.persuadability.com/default.asp?idcont=748#commentsTue, 19 Dec 2006 00:00:00 PDT http://www.persuadability.com/default.asp?idcont=646In less than a week, we gave a course which condensed more than 120 pieces of advice on how to improve persuadability and conversion on a website to more than 170 professionals and managers of the most important companies in Santiago de Chile, Buenos Aires, Madrid and Barcelona.info@multiplica.com (Multiplica Team)http://www.persuadability.com/default.asp?idcont=646#commentsThu, 14 Dec 2006 00:00:00 PDT http://www.persuadability.com/default.asp?idcont=644Emotions plays a key role when we need to make a decision. Ariel Guersenzvaig explains Pieter Desmet’s model of the emotions that products elicit from us. The attractive thing about Desmet’s model is that he manages to create a framework in which to structure something as intangible, a priori, as emotions.info@multiplica.com (Multiplica Team)http://www.persuadability.com/default.asp?idcont=644#commentsMon, 20 Nov 2006 00:00:00 PDT http://www.persuadability.com/default.asp?idcont=641Couldn’t we think up an approach for a check-out which implicitly processes the registration? Couldn’t we allow our user to just drift through the process? info@multiplica.com (Multiplica Team)http://www.persuadability.com/default.asp?idcont=641#commentsMon, 13 Nov 2006 00:00:00 PDT http://www.persuadability.com/default.asp?idcont=638Here at Multiplica, we analysed the web-pages of the parties with representatives in parliament, using 97 variables which describe the potential of a party's web-page to persuade voters and only CiU passed the test and, even then, barely scraped through. info@multiplica.com (Multiplica Team)http://www.persuadability.com/default.asp?idcont=638#commentsWed, 11 Jan 2006 00:00:00 PDT http://www.persuadability.com/default.asp?idcont=635Conversion marketing which we practice from the perspective of persuadability brings with it the need for a professional person with exceptional skills and knowledge: the persuadability super-professional. info@multiplica.com (Multiplica Team)http://www.persuadability.com/default.asp?idcont=635#commentsFri, 27 Oct 2006 00:00:00 PDT http://www.persuadability.com/default.asp?idcont=632Google lanunches Google Website Optimizer, a beta application for testing different proposals for titles, promotions, images or text on landing pages in real time.info@multiplica.com (Multiplica Team)http://www.persuadability.com/default.asp?idcont=632#commentsThu, 19 Oct 2006 00:00:00 PDT http://www.persuadability.com/default.asp?idcont=631We are fast reaching a point of Internet maturity in some organisations that the dynamics of re-designing our online presence every 18 months does not seem to be the way forward for the future.info@multiplica.com (Multiplica Team)http://www.persuadability.com/default.asp?idcont=631#commentsMon, 16 Oct 2006 00:00:00 PDT http://www.persuadability.com/default.asp?idcont=629The adult content industry seems to be a business living in a parallel dimension. Just for starters, the homepage of Sexole.com is a clear example of persuasion in just a few seconds.info@multiplica.com (Multiplica Team)http://www.persuadability.com/default.asp?idcont=629#commentsThu, 10 Aug 2006 00:00:00 PDT http://www.persuadability.com/default.asp?idcont=628Last weekend, persuadability took a stroll through Berlin on the arm of Ariel Guersenzvaig in the Second Summit Conference on Information Architecture. info@multiplica.com (Multiplica Team)http://www.persuadability.com/default.asp?idcont=628#commentsMon, 10 Apr 2006 00:00:00 PDT http://www.persuadability.com/default.asp?idcont=624When push comes to a shove, the decision that our coveted customer takes may come down in favour of our option over and above that of any of our competitors. In this case, any resource could be fair if it is ethically correct to use and places us in a preferential position in our customers' minds. info@multiplica.com (Multiplica Team)http://www.persuadability.com/default.asp?idcont=624#commentsMon, 25 Sep 2006 00:00:00 PDT http://www.persuadability.com/default.asp?idcont=622We know that we take decisions emotionally and then later justify them rationally. In fact, where the final decisions are made is in the old, or primitive, brain. As a result, if we get to know our old brains well, we will find the shortcut for reaching the true “decision-centre”.info@multiplica.com (Multiplica Team)http://www.persuadability.com/default.asp?idcont=622#commentsSat, 09 Dec 2006 00:00:00 PDT http://www.persuadability.com/default.asp?idcont=612From the time we are small, adults manage to get our attention by telling us a wide range of stories and tales which - apart from entertaining us - transmit certain values or beliefs. info@multiplica.com (Multiplica Team)http://www.persuadability.com/default.asp?idcont=612#commentsMon, 17 Jul 2006 00:00:00 PDT http://www.persuadability.com/default.asp?idcont=610The Y2K effect, global terrorism, the fall of the Twin Towers, economic recession, stock-market crash, weapons of mass destruction, bird flu... bad, bad vibes! With all these messages bombarding us constantly, it's no wonder we live in a state of anxiety... And the fact is that fear sells, which is why fear is the message most widely publicised by the media. On a daily level, fear can also affect the decisions we take. info@multiplica.com (Multiplica Team)http://www.persuadability.com/default.asp?idcont=610#commentsThu, 13 Jul 2006 00:00:00 PDT http://www.persuadability.com/default.asp?idcont=606It's no news to anyone that sex and advertising are closely related. The fact is that advertising has been using sex to sell for decades. However, using sex as a tool for persuasion can be risky. info@multiplica.com (Multiplica Team)http://www.persuadability.com/default.asp?idcont=606#commentsWed, 14 Jun 2006 00:00:00 PDT http://www.persuadability.com/default.asp?idcont=602Malcolm Gladwell, in his book Blink: Intuitive Intelligence, refers to how important our instincts are when it comes to making decisions. It is interesting to see just how far our intuition and our feelings are what guide our decisions. info@multiplica.com (Multiplica Team)http://www.persuadability.com/default.asp?idcont=602#commentsTue, 06 Jun 2006 00:00:00 PDT http://www.persuadability.com/default.asp?idcont=600There can’t be many of us who doubt that a picture paints a thousand words. The Internet has gotten us used to the idea. But moving pictures (video) have found their own starter’s pistol with the most pleasant surprise so far in 2006: Youtube.info@multiplica.com (Multiplica Team)http://www.persuadability.com/default.asp?idcont=600#commentsFri, 06 Jan 2006 00:00:00 PDT http://www.persuadability.com/default.asp?idcont=599How does one sell something as abstract as love? With huge helpings of persuasion. At Match they are aware of it, and do it very well. info@multiplica.com (Multiplica Team)http://www.persuadability.com/default.asp?idcont=599#commentsFri, 26 May 2006 00:00:00 PDT http://www.persuadability.com/default.asp?idcont=598We have always said how important metrics are in maximising the power of persuadability. Here are 10 very basic but powerful ideas about how to go about measuring over the Internet.info@multiplica.com (Multiplica Team)http://www.persuadability.com/default.asp?idcont=598#commentsMon, 22 May 2006 00:00:00 PDT http://www.persuadability.com/default.asp?idcont=596This is the conclusion I have reached from the feedback from the companies who have passed through our classrooms. info@multiplica.com (Multiplica Team)http://www.persuadability.com/default.asp?idcont=596#commentsWed, 17 May 2006 00:00:00 PDT http://www.persuadability.com/default.asp?idcont=586This is the conclusion I have reached from the feedback from the companies who have passed through our classrooms. info@multiplica.com (Multiplica Team)http://www.persuadability.com/default.asp?idcont=586#commentsWed, 05 Apr 2006 00:00:00 PDT http://www.persuadability.com/default.asp?idcont=585This is the conclusion I have reached from the feedback from the companies who have passed through our classrooms. info@multiplica.com (Multiplica Team)http://www.persuadability.com/default.asp?idcont=585#commentsFri, 05 May 2006 00:00:00 PDT http://www.persuadability.com/default.asp?idcont=578One of the challenges of marketing is surprising us and getting our attention. That is the only way to convince us that their proposal is well suited to us.info@multiplica.com (Multiplica Team)http://www.persuadability.com/default.asp?idcont=578#commentsMon, 04 Dec 2006 00:00:00 PDT http://www.persuadability.com/default.asp?idcont=577Everything Google touches it turns into gold, and yet it is free for the user. Now it has decided to revolutionise the online metrics business with Google Analytics. info@multiplica.com (Multiplica Team)http://www.persuadability.com/default.asp?idcont=577#commentsTue, 04 Jul 2006 00:00:00 PDT http://www.persuadability.com/default.asp?idcont=574Everything Google touches it turns into gold, and yet it is free for the user. Now it has decided to revolutionise the online metrics business with Google Analytics. info@multiplica.com (Multiplica Team)http://www.persuadability.com/default.asp?idcont=574#commentsSun, 04 Jun 2006 00:00:00 PDT http://www.persuadability.com/default.asp?idcont=561The Internet in the blink of an eye referred to in a study conducted by Gitte Lindgaard from Carleton University is a fallacy. info@multiplica.com (Multiplica Team)http://www.persuadability.com/default.asp?idcont=561#commentsFri, 24 Mar 2006 00:00:00 PDT http://www.persuadability.com/default.asp?idcont=560The Internet in the blink of an eye referred to in a study conducted by Gitte Lindgaard from Carleton University is a fallacy. info@multiplica.com (Multiplica Team)http://www.persuadability.com/default.asp?idcont=560#commentsFri, 17 Mar 2006 00:00:00 PDT http://www.persuadability.com/default.asp?idcont=556The Internet in the blink of an eye referred to in a study conducted by Gitte Lindgaard from Carleton University is a fallacy. info@multiplica.com (Multiplica Team)http://www.persuadability.com/default.asp?idcont=556#commentsSun, 03 Sep 2006 00:00:00 PDT http://www.persuadability.com/default.asp?idcont=553The Internet in the blink of an eye referred to in a study conducted by Gitte Lindgaard from Carleton University is a fallacy. info@multiplica.com (Multiplica Team)http://www.persuadability.com/default.asp?idcont=553#commentsThu, 23 Feb 2006 00:00:00 PDT http://www.persuadability.com/default.asp?idcont=546The Internet in the blink of an eye referred to in a study conducted by Gitte Lindgaard from Carleton University is a fallacy. info@multiplica.com (Multiplica Team)http://www.persuadability.com/default.asp?idcont=546#commentsSun, 02 Jul 2006 00:00:00 PDT http://www.persuadability.com/default.asp?idcont=528The airlines are facing a huge challenge for 2006: they need to significantly increase their conversion ratios. That is why they need to get their persuadability manual out and start working on.info@multiplica.com (Multiplica Team)http://www.persuadability.com/default.asp?idcont=528#commentsMon, 23 Jan 2006 00:00:00 PDT http://www.persuadability.com/default.asp?idcont=524One whole morning. 70 people. 5 speakers. One aim: To discuss the role copy plays in conversion on the Internet. (as part of the seminar organised by Infonomia).info@multiplica.com (Multiplica Team)http://www.persuadability.com/default.asp?idcont=524#commentsTue, 17 Jan 2006 00:00:00 PDT http://www.persuadability.com/default.asp?idcont=521There are several elements which affect conversion. But not many like copy. Those devilish texts which, if written with web logic, from the user’s perspective and a heavy dose of persuasion, can completely turn around your online presence.info@multiplica.com (Multiplica Team)http://www.persuadability.com/default.asp?idcont=521#commentsFri, 01 Dec 2006 00:00:00 PDT http://www.persuadability.com/default.asp?idcont=512Yes, that’s right. Setting things to music. “But what does setting things to music have to do with a website’s potential to convert more and in a better way?” you are probably wondering. Well, I think they have a lot in common. info@multiplica.com (Multiplica Team)http://www.persuadability.com/default.asp?idcont=512#commentsTue, 27 Dec 2005 00:00:00 PDT http://www.persuadability.com/default.asp?idcont=494Reading 'The Irresistible Offer’ – a suggestive book by Mark Joyner – has reminded me how far we still have to go if we ever want to PERSUADE, in capital letters.info@multiplica.com (Multiplica Team)http://www.persuadability.com/default.asp?idcont=494#commentsTue, 29 Nov 2005 00:00:00 PDT http://www.persuadability.com/default.asp?idcont=492Creating a feeling of urgency when shopping is – from a psychological perspective – one of the most fascinating issues when it comes to significantly improving the persuadability of our presence. info@multiplica.com (Multiplica Team)http://www.persuadability.com/default.asp?idcont=492#commentsThu, 24 Nov 2005 00:00:00 PDT http://www.persuadability.com/default.asp?idcont=427Persuadability is hot… And I mean hot, hot, hot!info@multiplica.com (Multiplica Team)http://www.persuadability.com/default.asp?idcont=427#commentsMon, 14 Nov 2005 00:00:00 PDT http://www.persuadability.com/default.asp?idcont=330There is no doubt in anyone’s mind that new technologies can have a clear impact on the attitudes and behaviour of human beings. Just ask the former Head of the Spanish Government, José Mª Aznar and the thousands of messages which mobilised the entire nation after the terrorist attack on 11-M. Or web sites like ePinions.com, a new way deciding what to buy, using the opinions of other users, or eVite.com, a new way of getting your friends to come to your birthday party.info@multiplica.com (Multiplica Team)http://www.persuadability.com/default.asp?idcont=330#commentsThu, 11 Aug 2005 00:00:00 PDT http://www.persuadability.com/default.asp?idcont=172Starting with the idea that persuadability can also be used to turn our users into allies of the company, the first objective is to get companies to change their point of view and to start to exploit this new and oh-so-valuable source of information.info@multiplica.com (Multiplica Team)http://www.persuadability.com/default.asp?idcont=172#commentsSun, 23 Oct 2005 00:00:00 PDT http://www.persuadability.com/default.asp?idcont=164Lots of times we design the website supposing that the user will access it from the home page. But what happens if he/she doesn’t? Will we know how to get his attention in little more than 8 seconds and make the user see that he/she has reached the right page and should not click on the “back” button?info@multiplica.com (Multiplica Team)http://www.persuadability.com/default.asp?idcont=164#commentsMon, 17 Oct 2005 00:00:00 PDT http://www.persuadability.com/default.asp?idcont=163Not having the numbers for your own webpage is the same as trying to manage a business blind. But let’s assume that you have them. Once we have got over this hurdle, we may be gripped by another fear: What sort of figures am I getting? Are they high? Low? Moderate?info@multiplica.com (Multiplica Team)http://www.persuadability.com/default.asp?idcont=163#commentsMon, 10 Oct 2005 00:00:00 PDT http://www.persuadability.com/default.asp?idcont=162So far, we have been talking of persuadability as if it were the formula to help us add to a magic figure, be it sales, registrations, contacts, number of accesses… But… could we also look upon the term “persuadability” as something designed to reduce other figures such as expenses, fraudulent contacts or a company’s management timeframes?info@multiplica.com (Multiplica Team)http://www.persuadability.com/default.asp?idcont=162#commentsThu, 10 Mar 2005 00:00:00 PDT http://www.persuadability.com/default.asp?idcont=161Persuadability is the result of many, different factors. One of them, obviously, is the credibility that the sites that we visit gains or loses on each of the pages we view. info@multiplica.com (Multiplica Team)http://www.persuadability.com/default.asp?idcont=161#commentsMon, 26 Sep 2005 00:00:00 PDT http://www.persuadability.com/default.asp?idcont=160Although it may seem as if we are permanently trapped inside a Big Brother situation, if we read eye-tracking tests we will note that on the Internet the eye sees very little of what we want to show it.info@multiplica.com (Multiplica Team)http://www.persuadability.com/default.asp?idcont=160#commentsTue, 20 Sep 2005 00:00:00 PDT http://www.persuadability.com/default.asp?idcont=159Because you made me think that you would make me a better person. That you were easier to use. That you were more usable. That you would give people the ability to find what they were looking for quickly. info@multiplica.com (Multiplica Team)http://www.persuadability.com/default.asp?idcont=159#commentsFri, 09 Sep 2005 00:00:00 PDT http://www.persuadability.com/default.asp?idcont=158When it comes to goading a user into action, your best ally is the website itself. It knows which of the attributes are the most seductive, what colours, which copy, which architecture, etc. info@multiplica.com (Multiplica Team)http://www.persuadability.com/default.asp?idcont=158#commentsSat, 09 Jul 2005 00:00:00 PDT http://www.persuadability.com/default.asp?idcont=157I am starting to feel that we will soon stop referring to “THE home page” and start referring to “home pageS” in plural. info@multiplica.com (Multiplica Team)http://www.persuadability.com/default.asp?idcont=157#commentsSun, 09 Jan 2005 00:00:00 PDT http://www.persuadability.com/default.asp?idcont=156One day, someone asked me what I did for a living: “I’m an interactive designer”. The immediate response was: Ahh! Painting and colouring in! info@multiplica.com (Multiplica Team)http://www.persuadability.com/default.asp?idcont=156#commentsThu, 25 Aug 2005 00:00:00 PDT http://www.persuadability.com/default.asp?idcont=155Text has three functions: orientar, informar y persuadir [to guide, inform and persuade]. All three are necessary. The third one, persuasion, is still almost unknown. info@multiplica.com (Multiplica Team)http://www.persuadability.com/default.asp?idcont=155#commentsWed, 24 Aug 2005 00:00:00 PDT http://www.persuadability.com/default.asp?idcont=154Turning users into clients. Get the user to act, convince him/her and get him/her on our side so that he/she ends up where we want and does what we want without even thinking.info@multiplica.com (Multiplica Team)http://www.persuadability.com/default.asp?idcont=154#commentsTue, 23 Aug 2005 00:00:00 PDT http://www.persuadability.com/default.asp?idcont=153The term “persuadability” needs to be understood from a clear comprehension of how users to whom a specific online presence is directed tend to behave.info@multiplica.com (Multiplica Team)http://www.persuadability.com/default.asp?idcont=153#commentsThu, 08 Sep 2005 00:00:00 PDT http://www.persuadability.com/default.asp?idcont=152How can we know whether persuadability, as a method for leading the user to take action, is successful? Taking measurements is the answer.info@multiplica.com (Multiplica Team)http://www.persuadability.com/default.asp?idcont=152#commentsMon, 25 Jul 2005 00:00:00 PDT http://www.persuadability.com/default.asp?idcont=151My main objective is to get users to take the actions that the companies who hire us want them to. Using persuasive texts. info@multiplica.com (Multiplica Team)http://www.persuadability.com/default.asp?idcont=151#commentsTue, 19 Jul 2005 00:00:00 PDT http://www.persuadability.com/default.asp?idcont=150We have spent too long wasting too much energy and effort to satisfy an ungrateful and unfaithful user.info@multiplica.com (Multiplica Team)http://www.persuadability.com/default.asp?idcont=150#commentsThu, 14 Jul 2005 00:00:00 PDT