Assessments and the Science of Persuasion

Assessments and the Science of Persuasion

Assessments are a great way to leverage the proven science of persuasion in order to get your message across and attract new customers.

In his widely acclaimed book, Influence: The Psychology of Persuasion, Dr. Robert Cialdini describes seven principles of persuasion that marketers in the world overuse in their efforts to sell products and influence decisions.

Here’s how you can use an assessment to leverage the science of persuasion to attract new clients:

Reciprocity

When people are given something, they feel the need to reciprocate. This is a deep-seated psychological norm engrained in who we are as humans. When you offer an assessment, not only are you asking questions and collecting the responses, you are also providing feedback to the respondent in the form of a personalized analysis of their results. Assessment Generator offers three ways to provide automatic feedback from an assessment:

  • In a Simple assessment (providing a single score), you can define any number of score bands and provide different feedback depending on how the respondent scored.
  • In a Type-Based assessment (providing a separate score in each of several types or categories that you define) you can define content to provide depending on which type the respondent scored highest (or lowest) in. Here are some examples of how you might use this type of scoring:
    • Identifying a dominant personality type
    • Showing which aspect of life a respondent could use help with
  • Another way to use a Type-Based assessment is to define score bands for each type. Then you can provide specific, score-based feedback for every type you’ve defined in your assessment.

This analysis represents something of value that you’ve given to the respondent for free. When you next reach out to them, start out by reminding them about the analysis they received from their assessment. This leverages the Commitment norm (see below) since they’re no longer a cold contact — you’ve had a previous interaction. It also leverages the Reciprocity norm — you’ve given something for free, and they will want to reciprocate by engaging with you further.

Commitment

People like to be consistent and to be seen as consistent. Once someone has completed your assessment, they’ve made an investment in you and will be more likely to engage with you in the future. This combined with the reciprocity norm is strong motivation to further engage with your brand.

By itself, just completing the assessment leads to a level of commitment. You can also take it a step further and offer a one-on-one introductory session after completing your assessment. Provide a link to your schedule and allow your respondent to sign up for a time slot with you. Once they’ve made the commitment to meet with you, you’ll have the opportunity to talk with them one-on-one.

Authority and Social Proof

When you’re designing your assessment, be sure to leverage the authority you have in your subject area. If you have an advanced degree, mention that. People are more likely to engage with someone they see as a credentialed professional. If your authority stems from experience rather than education, you can use that just as effectively.

Providing a convincing argument that your assessment and the feedback you’re providing was designed based on expertise gained through formal education or life-long experience will give respondents an extra incentive to take the time to complete your assessment, evaluate the feedback it provides, and engage further with you.

Combine authority with social proof by mentioning the number of people you’ve helped and how they’ve achieved their goals as a result of your expertise.

Assessments are a great way to leverage the proven science of persuasion to help generate more leads, more qualified contacts, and ultimately more satisfied customers.

Take the first step today by signing up for a free Assessment Generator account:

Convey Results in Style With Charts

Convey Results in Style With Charts

Create professional and informative graphs and charts for your assessment results with Assessment Generator’s charting features. Adding charts to your results makes your report look more professional, easy to read, and easier to understand.

Type-Based Assessments

Type-based assessments contain multiple types or categories and generate a separate score for each. A well-chosen chart can help to visualize and compare the scores between types.

You can select which type of chart to use when setting up your types. If you don’t want to show a chart at all, you can turn off the chart in the results setup for your on-screen, email, and PDF results.

There are four types of charts available:

Pie Chart

Pie Chart

A pie chart is a great way to depict how the score for each type contributes to the total score. The labels for each segment of the pie correspond to the names of your types.

You can define the colors for each segment using your brand colors or any colors you choose.

Radar Chart

The radar chart is a great way to identify strengths and weaknesses. The chart includes two lines. The outer blue line shows the maximum possible score for each type while the inner black line shows the respondent’s actual score for the type.

Radar charts tend to look best for assessments with between 5-8 types and for assessments where each type has the same maximum possible score.

Radar Chart
Radial Bar Chart

Radial Bar Chart

Our newest chart type provides a quick way to compare scores between types. The radial bar chart is similar to the bar chart but is laid out in a circular fashion. These types of charts work best in assessments with fewer than about 10 types. 

Bar Chart

A bar chart offers a quick way to visualize how scores compare with each other. The x-axis of the chart extends to the maximum possible score across all types.

Bar charts are often the best choice for assessments that have a large number of types. The chart will automatically grow to accommodate all of the types you’ve defined in your assessment.

You can present the types in the order of the respondent’s scores (highest to lowest) as shown below or you can specify the order when setting up your assessment.

You can specify the bar colors individually or they can be all the same color. For both radial bar charts and bar charts, if you choose to score your assessment using a percentage, the chart will extend from 0 to 100.

Bar Chart

Simple Assessments

Although only a single score is reported for simple assessments, you can still provide a visualization of the score using a gauge chart. You can enable or disable this chart when setting up the results for your on-screen, email, and PDF results.

Guage Chart

Whether you’re using a simple assessment or a type-based assessment, the addition of a chart can add visual interest to your reports and make it easier for respondents to interpret their results.

If you have unique charting needs for your assessment, please contact us. We have the ability to create custom plugins to either modify our default charts or to create entirely different charts to meet your needs.

Assessments vs. Surveys

Assessments vs. Surveys

Many of our customers, especially coaches, come to us after having first tried well-known survey tools and discovering that they don’t offer the features that they need. Even with a free plan, learning a new software tool is an investment of valuable time. Spending that time only to discover that a survey is not actually what you need can be frustrating.

Surveys: A one-way street

A survey is intended for a single purpose – to gather information for use by the survey author. Feedback to the respondent is typically limited to a simple Thank You. Common uses for surveys include:
Surveys are a one way street
  • Customer service – How was your experience at our store?
  • Product feedback – How did your recent purchase work out for you?
  • Scientific surveys intended to gather data on a particular topic for a study or paper
In each of these cases, the respondent answers the questions and the data goes to the survey author, who typically analyzes the aggregated data. Usually, they’re not interested in what any individual responses are. Assessment Generator can certainly be used for this type of survey, but it offers much more. If you need more than a survey, read on…

Assessments: A Conversation

An assessment often starts out as many surveys do — the respondent answers questions and provides information. But that’s only the beginning. An assessment also provides feedback directly to the user. That feedback is the secret sauce that makes assessments so powerful for lead generation.
After a respondent submits an assessment, Assessment Generator calculates a score based on how the user answered the questions. You, the assessment author, define how different responses to each question contribute to the final score.
Type Based Assessments
You can also create assessments with multiple types or categories. You assign each question to a category and give your respondents a separate score for each category. Learn more about type-based assessments.
After the score is calculated the user receives feedback, either on-screen or via email, telling them how they scored (the numeric value) and more importantly what their score means. It’s that last part — your expert evaluation of them based on how they answered your questions — that provides enormous value to your respondent. This exchange also benefits you:
  • Your analysis of their results demonstrates your expertise and establishes your credibility with the respondent.
  • Delivery of the report establishes a relationship with the prospect. When they receive their report, your prospect has received something of legitimate value from you, for free. This makes them more likely to want to return the favor, in the form of responding to future communications from you.
  • This relationship forms a basis for further conversation. When you reach out to them again, it will be in the context of already having communicated with them. You can speak to them as an existing client instead of as a cold contact.
  • Your report can also invite your prospect to contact you to learn more about their assessment results.
Assessments can be used to engage your website visitors who want to know more about what services you have to offer. Having your website visitors “test themselves” without obligation is a terrific way to gain your respect and keep them coming back.

Automate your Lead Generation

Assessments help you find your ideal clients
Assessment Generator automates this entire process. Instead of spending hours on free evaluations and initial consultations, assessments help you find the clients that fit best with your coaching practice with far less effort. Automated assessments help to free you from the drudgery of selling, giving you more time to focus on your passion for helping people reach their goals. Isn’t that why you went into business in the first place? Ready to get started? Use the buttons below to set up a free account at Assessment Generator, or schedule a one-on-one meeting with our experts to learn more about us.