Peep Laja_SearchLove London 2013

Principles of Persuasive Web Design

Peep Laja, ConversionXL

Act confident. Talk fast. Swear.

Silent persuasion

•Motivations and drivers•Use cases•Blocks and barriers•Aspirations

1. Clarity above all2. Visual appeal3. Strong visual hierarchy4. Conserve attention at all costs5. One action per screen, when they’re ready

Clarity

What is this site about?What can I do here(is it what I’m looking for)?Why should I do it?

Be specific

Our Point of Sale Systems Integrate Hardware, Software and Internet Social Media Marketing Into One Giant Revenue Super System.

Can’t get much clearer

Visual appeal:Draw them in, push them down

First impressions are 94% design related

Complex, busy layout, lack of navigation aids, boring web design, use of color, pop up adverts, slow introductions to site, small print, too much text, corporate look and feel, poor search facilities etc.

First impressions matter• Positive first impressions lead to higher satisfaction• First impressions can last for years• Visual appeal more important than usability for user perception

Google: “…Overall, websites with low VC and high PT were perceived as highly appealing..“

Strong visual hierarchy

Keep attention at all costs

80%20%

69% 31%

Simpler is better.

In addition to the daily Broad Market Analysis video, we produce an Individual Stock Analysis videothat covers individual stock selection and detailed trade scenarios. This video takes a look at stocks thatappear poised for short and intermediate term directional movement (long and short) the focus is toidentify profitable trade ideas. Discussion includes potential entry levels where momentum may pick up,as well as “worst case” stops for traders. Along with the Individual Stock Analysis video, Alphatrends’Watchlist Matrix tracks entry targets, stocks, open positions and stops. This video is made available fivetimes per week and offers trading ideas for the next trading day (usually posted no later than 10 PM ESTfor the following day, except for the Monday ideas which are available no later than 7PM EST Sunday).The ideas videos are offered at least 225 days per year.

Next, for Silver and Gold subscribers, the Mid-Day Video Update is an excellent way to keep abreast ofimportant market levels for ETFs, equities and other trading opportunities. Brian provides guidance andinsight about existing positions (including updated stops for swing traders who cannot follow the actionall day), and introduces new trading ideas as they take form. The Mid-Day Video Update is available bynoon EST from Monday through Thursday

Each individual will have their favorites amongst the stocks covered — it is up to you to decide whichones are best for you based on your own unique circumstances including, but not limited to: risktolerance, level of patience, capital resources available, time available to watch the market, etc. Pleaseremember that RISK MANAGEMENT IS ALWAYS JOB #1 and you should NEVER commit more than 10% ofyour trading capital to any one individual idea. If you trade options, this number should never be morethan 2% of your risk capital.

There is no such thing as an attention span. There is only the quality of what you are viewing. This whole idea of an attention span is, I think, a misnomer. People have an infinite attention span if you are entertaining them.

What sticks out, gets picked

* Monetate 2011

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* Monetate 2012

13.26% lift

7.48% lift

11.78% lift

8.28% lift

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One action per screen, aim for the next step

One primary action per screen

Keep secondary actions secondary

Too much too soon

Triggers are most effective when presented when someone’s motivation or ability are already at peak levels

1. Clarity above all2. Simple and familiar3. Strong visual hierarchy4. Conserve attention at all

costs5. One action per screen, when they’re ready

Want my book? Email me: peep@conversionxl.com

Thank you!

Peep LajaConversionXL.com