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he said preservation is not an art it's a science and I truly believe that there are a lot of tactics there are a lot of research being done on social psychology level and I think it's very important to come up with good experiments that will increase the conversions online but also offline and this is one of the outcomes of how and psychographic insights might look like or look like so we have on the top right we always have a control group running otherwise it's very hard to say whether or not it works or not and in this case it did work we have an uplift of seven six point seven percent on click-through rate and as you can see social proof is currently the best performing tactic followed by authority commitment and innovation and scarcity in this case is underperforming so when we show the message only few left people were not really enthusiastic about it so that is for me inspiration to either reduce the amount of that it should be shown or come up with better copy variance for the scarcity principle so what we deliver we deliver a preservation as a service and we combine preservation with machine learning and we present the our clients psychographic information that can be used on platform for new experiments but also off platform so mostly the marketing department is very interested in maybe using it for this like advertising for instance then some of the learnings think you might be very interested in this the first one is persuader micro conversions and not on end conversion so first we try to show messages and yeah for instance you show a message on the overview page and specific labels most views only few left and then you hope that the end conversion will increase and that's a it's a I think a wrong way of looking at it because if you look at the sales funnel you start implementing on the PLP the Lister page you'll start presenting the messages they're the only effect that that expiry might have is that people can click on a product and that's the only action that is available for the user at that moment and on the PDP it's adding a product to your card so instead of focusing on the DVD confirmation or the the purchase of the product first you have to look what's the action at hand at that moment second one it's persuade passively and don't invade actively so one back we came up with an experiment for one of our sports fashion brands and this is one of the smart notifications it's in Dutch but it it translates twenty people are looking at this product right now and it's a typical message as you might see on specific websites so it slides up and then after seven seconds it slides down or when someone has clicked on it to close it then it will hide as well and it was doing fairly well I think an up creating increase of almost 1.6 percent in at the guard rate but the downside is that maybe some user hasn't seen it or people might find it annoying and try to close it all the time so we came up with another variant here you see it animated so it's an icon that animating it draws your attention then the red dot will appear which is also known as the Zeigarnik effect so you might know it from your mobile phone when there is a little red dot on your Twitter account or saying you have a few messages you click on it and all of a sudden you hope there's a great message waiting for you or we try to use that as well so people are more drawn to the icon they hover with our mouse on the icon and then the message will be appearing and we saw an increase in the effectiveness of this experiment so it grew to 15% the third learning and I think this is the most important part of the presentation is there is no such thing as a one-size-fits-all approach and this is probably the question you might have so if you're testing a lot of those experiments on several layers of the sales funnel which principle works best for me and so what we did we combined all the data of our clients and we came up with this and as you can see there are two features currently being a compare so we have the smart education which were the bigger messages on the detail page of their website and we have the product text which were thus more small more smaller messages on the lister page the the message is saying most viewed or only few left and we can see that interesting enough social proof is the best-performing principle for both the smart notification smart notifications and for the product X and if you look at the worst-performing it's again in both cases innovation and for innovation you have to think about a small message design as such as just in or fresh or new but also maybe more technology driven such as a future tech and we also split the information on a industry level so here you can see the preservation DNA principle versus the industry and this is for the product tags so the smaller labels and you can see that well we have the fashion industry HR telecom and electronics and interestingly not interestingly enough social proof is again performing well but innovation for for fashion is performing pretty pretty good in this case for HR it's social proof Authority and scarcity and and telecom apparently when people are purchasing or wanna purchase a mobile phone they are more price driven compared to the other industries and at least last but not least we have electronics industry and then the social proof is the most effective one for clicking on specific products and if you look at the longer messages so on the detail page then we see that it's totally different so parental step it doesn't say that you always have to use social proof if you look at the different industries you will see that the best principles for that step might refer across the entire funnel so for fashion we all of a sudden see that price sensitivity is the best performing one for HR it's scarcity for telecom its price sensitivity so again price really maybe people are more price related in this case and last but not least we have an electronic sector its scarcity this is clear soon some no that's nothing all right I've been running through this presentation and but yeah my final slide it's it's a quote from Robert aldini he is yeah he said preservation is not an art it's a science and I truly believed that there are a lot of tactics and a lot of research being done on social psychology level and I think it's very important to come up with good experiments that will increase the conversions online but also offline