In this revealing presentation, Web Psychologist Nathalie Nahai reveals how you can understand the brain’s primal, emotional and rational systems to predict the behaviour of prospects and tailor your marketing communications for more engagement. Watch this presentation to discover how to: - Leverage the brain’s primal, emotional and rational systems to engage customers and prospects persuasively - Employ specific online persuasion techniques on your website and in your marketing campaigns - Improve your marketing communications with a solid understanding of basic web psychology principles

1. THE SECRET PSYCHOLOGY OF
ONLINE PERSUASION
THE WEB PSYCHOLOGIST @TheWebPsych
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2. TODAY’S TALK
1 The ‘Three Systems’ Brain
2 Primal
3 Emotional
4 Rational
5 Key Takeaways
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3. DOWNLOAD THE SLIDES
bit.ly/webpsych
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4. FIRST…
AN INTRODUCTION
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5. NATHALIE NAHAI
THE WEB PSYCHOLOGIST
Twitter: @thewebpsych
Website: thewebpsychologist.com
Institute: instituteofwebpsychology.com
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6. WEBS OF INFLUENCE
THE PSYCHOLOGY OF ONLINE PERSUASION
Pearson, 2012
UK | EU | USA | KOREA | JAPAN | CHINA
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7. THE WEB PSYCHOLOGIST @TheWebPsych
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8. WEB PSYCHOLOGY
[ I coined the term ‘Web Psychology’
]
in 2011 and defined it as…
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9. WEB PSYCHOLOGY
The empirical study of how
online environments influence
our attitudes and behaviours
“
THE WEB PSYCHOLOGIST @TheWebPsych
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”

10. WEB
PSYCHOLOGY
HCI
neuroscience
neuro-aesthetics
THE WEB PSYCHOLOGIST @TheWebPsych
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user
experience
social
psychology
cognitive
psychology
cross-cultural
psychology
behavioural
economics
persuasive
technology
personality
psychology
digital
humanities
marketing

11. HOW IT HELPS YOU
[ Web Psychology is a psychological toolkit
that will help you design more persuasive
] websites, marketing, and user experiences
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12. 1
‘THREE SYSTEMS’ BRAIN
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13. THE ‘THREE SYSTEMS’
• Triune brain
• Brain is highly complex
• Useful model
• Understand hidden motivations
• Design persuasive experiences
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14. THE ‘THREE SYSTEMS’
• Primal
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15. THE ‘THREE SYSTEMS’
• Primal
• Emotional
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16. THE ‘THREE SYSTEMS’
• Primal
• Emotional
• Rational
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17. 2
PRIMAL
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18. PRIMAL
• Common to all animals
• Basic vital functions
• Risky vs. Safe (FFF)
• Sex
• Food
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19. KEY PRINCIPLES
• Cues for sex
• Images of food
• Motion
• Contrast & concrete
• Peak end rule
• Scarcity
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20. Julian Wolkenstein – Symmetrical Portraits
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21. KEY PRINCIPLES
• Cues for sex
• Images of food
• Motion
• Contrast & concrete
• Peak end rule
• Scarcity
THE WEB PSYCHOLOGIST @TheWebPsych
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22. FTHoEo dW E–B m PSaYkCeHsO aL OvGirItSuTa l space ‘feel’ more real @TheWebPsych
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23. KEY PRINCIPLES
• Cues for sex
• Images of food
• Motion
• Contrast & concrete
• Peak end rule
• Scarcity
THE WEB PSYCHOLOGIST @TheWebPsych
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24. THE WEB PSYCHOLOGIST @TheWebPsych
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25. KEY PRINCIPLES
• Cues for sex
• Images of food
• Motion
• Contrast & concrete
• Peak end rule
• Scarcity
THE WEB PSYCHOLOGIST @TheWebPsych
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26. THE WEB PSYCHOLOGIST @TheWebPsych
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27. KEY PRINCIPLES
• Cues for sex
• Images of food
• Motion
• Contrast & concrete
• Peak end rule
• Scarcity
THE WEB PSYCHOLOGIST @TheWebPsych
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28. THE WEB PSYCHOLOGIST @TheWebPsych
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29. KEY PRINCIPLES
• Cues for sex
• Images of food
• Motion
• Contrast & concrete
• Peak end rule
• Scarcity
THE WEB PSYCHOLOGIST @TheWebPsych
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30. THE WEB PSYCHOLOGIST @TheWebPsych
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31. STHcaE rWciEtBy P–S YliCmHiOteLdO GtiImSTe , limited stock @TheWebPsych
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32. STHcaE rWciEtBy P–S YliCmHiOteLdO GtiImSTe , limited stock @TheWebPsych
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33. 3
EMOTIONAL
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34. EMOTIONAL
• Limbic system
• Ancient & automatic
• Amygdala fear, relevance, trust
• Thalamus happy, sad, disgusted
• VTA dopamine – risk & reward
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35. KEY PRINCIPLES
• Empathy (mirror neurons)
• Pleasure & pain
• Body language
• Story-telling
• Images of faces
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36. MIRROR NEURONS
[ Placed electrodes in ventral premotor cortex
of macaques, to study neurons specialized in
] control of hand and mouth actions…
10% mirror actions
- Rizzolatti et al (1992)
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37. MIRRORING
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38. MIND-READING
“ Building block of human interaction -
assisting in “mind-reading” and allowing
people to understand and to share
the feelings of others
”
- Hatfield et al (2009) THE WEB PSYCHOLOGIST @TheWebPsych
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39. KEY PRINCIPLES
• Empathy (mirror neurons)
• Pleasure & pain
• Body language
• Story-telling
• Images of faces
THE WEB PSYCHOLOGIST @TheWebPsych
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40. THE WEB PSYCHOLOGIST @TheWebPsych
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41. ETHmEo WtioEBn aPSl YeCnHgOaLgOeGmISeT nt – identify wider impact @TheWebPsych
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42. ETHmEo WtioEBn aPSl YeCnHgOaLgOeGmISeT nt – identify wider impact @TheWebPsych
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

43. ETHmEo WtioEBn aPSl YeCnHgOaLgOeGmISeT nt – identify wider impact @TheWebPsych
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

44. ETHmEo WtioEBn aPSl YeCnHgOaLgOeGmISeT nt – identify wider impact @TheWebPsych
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45. ASK YOURSELF
“ How does purchasing your product
translate into a greater impact
worth celebrating? ”
THE WEB PSYCHOLOGIST @TheWebPsych
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46. KEY PRINCIPLES
• Empathy (mirror neurons)
• Pleasure & pain
• Body language
• Story-telling
• Images of faces
THE WEB PSYCHOLOGIST @TheWebPsych
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47. BTHoEd yW ELBa nPgSYuCaHgOeL O–G oISpTe n, smiling, eye-gaze @TheWebPsych
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48. KEY PRINCIPLES
• Empathy (mirror neurons)
• Pleasure & pain
• Body language
• Story-telling
• Images of faces
THE WEB PSYCHOLOGIST @TheWebPsych
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49. TTHelEl Wa EsBto PrSyY C–H mOLaOkGeI SitT surprising and funny @TheWebPsych
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50. TTHelEl Wa EsBto PrSyY C–H mOLaOkGeI SitT surprising and funny @TheWebPsych
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51. TTHelEl Wa EsBto PrSyY C–H mOLaOkGeI SitT surprising and funny @TheWebPsych
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52. KEY PRINCIPLES
• Empathy (mirror neurons)
• Pleasure & pain
• Body language
• Story-telling
• Images of faces
THE WEB PSYCHOLOGIST @TheWebPsych
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53. UTHsEe WfaEcBe PsS –Y CtHeOll LaO GstIoSTr y @TheWebPsych
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54. UTHsEe WfaEcBe PsS –Y CeHmOoLOtiGoInSaT l engagement @TheWebPsych
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55. 4
RATIONAL
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56. RATIONAL
• Unique to humans
• Higher cognitive functions
• Plan, organise, problem-solve
• Social learning & innovation
• Language, abstract thought
THE WEB PSYCHOLOGIST @TheWebPsych
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57. KEY PRINCIPLES
• Enable post-rationalisation
• Product demonstration
• Listing specs / product benefits
• Give evidence that it works
• Be the authority
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58. REWARD THEM
[ Positive reinforcement – thank your customers!
“You made a good decision for signing up”
] (to an email, webinar, event, order, etc.)
Give a video / freebie / resources
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59. KEY PRINCIPLES
• Enable post-rationalisation
• Product demonstration
• Listing specs / product benefits
• Give evidence that it works
• Be the authority
THE WEB PSYCHOLOGIST @TheWebPsych
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60. STHoEc iWaEl Bp rPoSoYCf H–O yLoOuGrIS pT eers are all buying it @TheWebPsych
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61. STHoEc iWaEl Bp rPoSoYCf H–O yLoOuGrIS pT eers are all buying it @TheWebPsych
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

62. KEY PRINCIPLES
• Enable post-rationalisation
• Product demonstration
• Listing specs / product benefits
• Give evidence that it works
• Be the authority
THE WEB PSYCHOLOGIST @TheWebPsych
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63. LTiHsEt sWpEeBc iPfSicYaCtHioOnLOs GIST @TheWebPsych
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64. LTiHsEt sWpEeBc iPfSicYaCtHioOnLOs GIST @TheWebPsych
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

65. KEY PRINCIPLES
• Enable post-rationalisation
• Product demonstration
• Listing specs / product benefits
• Give evidence that it works
• Be the authority
THE WEB PSYCHOLOGIST @TheWebPsych
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66. THE WEB PSYCHOLOGIST @TheW6eb6P
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sych
EVIDENCE

67. KEY PRINCIPLES
• Enable post-rationalisation
• Product demonstration
• Listing specs / product benefits
• Give evidence that it works
• Be the authority
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68. AUTHORITY
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69. 5
KEY TAKEAWAYS
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70. KEY TAKEAWAYS
To be persuasive online in ecommerce, marketing and customer engagement, you
have to target all 3 systems.
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71. KEY TAKEAWAYS
To be persuasive online in ecommerce, marketing and customer engagement, you
have to target all 3 systems.
Your message, content and website should be:
THE WEB PSYCHOLOGIST @TheWebPsych
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72. KEY TAKEAWAYS
To be persuasive online in ecommerce, marketing and customer engagement, you
have to target all 3 systems.
Your message, content and website should be:
þ Primal Arousing
THE WEB PSYCHOLOGIST @TheWebPsych
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73. KEY TAKEAWAYS
To be persuasive online in ecommerce, marketing and customer engagement, you
have to target all 3 systems.
Your message, content and website should be:
þ Primal Arousing
þ Emotional Emotionally effective
THE WEB PSYCHOLOGIST @TheWebPsych
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

74. KEY TAKEAWAYS
To be persuasive online in ecommerce, marketing and customer engagement, you
have to target all 3 systems.
Your message, content and website should be:
þ Primal Arousing
þ Emotional Emotionally effective
þ Rational Intellectually compelling
THE WEB PSYCHOLOGIST @TheWebPsych
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75. REFERENCES
1 Julian Wolkenstein (2012): http://www.julianwolkenstein.com/index.php/project/symmetrical-portraits/
2 Squarespace (2013): http://www.squarespace.com/
3 Standard Life Investments – Mohawk:
http://www.creativebrief.com/agency/work/21462/3097/standard-life-investments-advertising-digital-potential-delivered-by-mohawk-ltd
4 Worchel, S., Lee, J., & Adewole, A. (1975). Effects of supply and demand on ratings of object value. Journal of Personality and Social Psychology, 32(5),
THE WEB PSYCHOLOGIST @TheWebPsych
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
pp. 906-914.
5 Infine Wordpress Theme (2014): http://wp.infine.byaviators.com/
6 Achica (2013). http://www.achica.com
7 Di Pellegrino, G., Fadiga, L., Fogassi, L., Gallese, V., & Rizzolatti, G. (1992). Understanding motor events: A neurophysiological study. Experimental Brain
Research, 91, pp. 176-180.
8 Monkey Image Credit: Evolution of Neonatal Imitation. Gross L, PLoS Biology Vol. 4/9/2006, e311 doi:10.1371/journal.pbio.0040311
9 Laird, J. D., Cuniff, M., Sheehan, K., Shulman, D., & Strum, G. (1989). Emotion specific effects of facial expressions on memory for life events. Journal of
Social Behavior and Personality, 4, pp. 87-98.
10 Fail Blog Nut Shots (2012). http://www.youtube.com/watch?v=apVZCG5zAxw&feature=c4-overview&list=UUONQ53-nTMwqiRhj3sRaiAQ
11 Given Goods Co. (2014): http://givengoods.co/ & http://givengoods.co/impact-map
12 Marie Forleo (2013): http://www.marieforleo.com/
13 Beta Brand (2014): http://www.betabrand.com/
14 Charity Water (2014): http://www.charitywater.org/
15 Nasty Gal (2014): http://theclick.nastygal.com/
16 Olapic (2014): http://learn.olapic.com/request-knowledge
17 Nikon (2013): http://www.nikonusa.com/
18 Hootsuite (2013): https://hootsuite.com/plans
19 Boots No 7 (2014): http://www.boots.com/en/No-7/No7-Skincare/
20 Clinique (2013): http://www.clinique.co.uk/cms/why_clinique/index.tmpl#

76. Twitter: @thewebpsych
Website: thewebpsychologist.com
Email: hello@thewebpsychologist.com
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76
THANK YOU!