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How to use Persuasive Design to improve conversion. This presentation summarizes the key findings from psychology that you need in order to increase the likelihood of converting your customers online. 20 years of research, 11 books turned into a 20 minute presentation!
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Persuasive Design
What is it?
Persuasion During Buying Process
Definition
“I wantone but…”
“What’s that?”
“Oh Cool” “Why wouldI want one?”
“Is it anygood?”
“Conversion”
Beginnings
Why bother?
PersuasionUsability
P.B. J.
“Is it worththat price?”
LikabilityFree
Commitment
Intrigue EndowmentAesthetics
NarrativeAchievement Reputation
AuthoritySocial Proof
FramingAnchoringMimicry
Loss AversionStatus Quo
Effort
Hire Us
Still need help?
Freudian slip
oops
ScarcityLoss Aversion
Ownership
+
Twitter: #persuasivedesign
John Whalen
PhD Cognitive Science
Cognitive Neuroscience
Vision Science LinguisticsPhD:
Math in Brain
Professor in PsychologyDirector, User Experience& Design @ e.magination
Post Doc at UCLAduring Dot.Com boom
Usability/Accessibility
OnlineStrategy
UserExperience
InformationArchitecture
e.magination
DevelopmentWeb Sites
CMS
Design
Usability/Accessibility
OnlineStrategy
InteractionDesign
InformationArchitecture
Discovery
StakeholderResearch
User Research
VisualDesign
MicrosoftSharePoint
CustomApps
eCommerce
Online Facebook
iPhone
Intranets
Delivery
Support
CustomApps
ContentCreation
About
Since 1992
Baltimore’sLargest
SampleClients
FDA
USDA
CareFirst
DOJ
AARP
Ad.com
.NET
SystemIntegration
Comcast
CommerceServer
Competition
Persuasion During Buying Process
“I wantone but…”
“What’s that?”
“Oh Cool” “Why wouldI want one?”
“Is it anygood?”
“Conversion”
Same oldSame old
Why bother?
PersuasionUsability
P.B. J.
“Is it worththat price?”
LikabilityFree
Commitment
Intrigue EndowmentAesthetics
NarrativeAchievement Reputation
AuthoritySocial Proof
FramingAnchoringMimicry
Loss AversionStatus Quo
Effort
Hire Us
Still need help?
Freudian slip
oops
ScarcityLoss Aversion
Ownership
Persuasive Design
What is it?
Definition
Beginnings
2000 2005 2010
I define persuasive technology as any interactive computing system designed to change people’s attitudes or behaviors.
Persuasion During Buying Process
“I wantone but…”
“What’s that?”
“Oh Cool” “Why wouldI want one?”
“Is it anygood?”
“Conversion”
Same oldSame old
“Is it worththat price?”
LikabilityFree
Commitment
Intrigue EndowmentAesthetics
NarrativeAchievement Reputation
AuthoritySocial Proof
FramingAnchoringMimicry
Loss AversionStatus Quo
Effort
Hire Us
Still need help?
Freudian slip
oops
ScarcityLoss Aversion
Ownership
What is it?
Definition
Beginnings
Why bother?
PersuasionUsability
P.B. J.
Persuasive Design
+
Registration PremiumAccount
Membership
Effo
rt
Time
Registration PremiumAccount
Membership
Effo
rt
Time
Reduce effort with Usability
Registration PremiumAccount
Membership
Effo
rt
Time
Add persuasion to motivate effort
Conversion!!!
AAA / HFI
It works – double the funnel
“I wantone but…”
“Oh Cool” “Why wouldI want one?”
“Is it anygood?”
“Conversion”
Same oldSame old
“Is it worththat price?”
Intrigue EndowmentAesthetics
NarrativeAchievement Reputation
AuthoritySocial Proof
FramingAnchoringMimicry
Loss AversionStatus Quo
Effort
Hire Us
Still need help?
Freudian slip
oops
ScarcityLoss Aversion
Ownership
What is it?
Definition
Beginnings
Why bother?
PersuasionUsability
P.B. J.
Persuasion During Buying Process
“What’s that?”
LikabilityFree
Commitment
Persuasive Design
LikeabilityFree
Commitment
LikeabilityFree
Commitment
A
B C
“I wantone but…”
“Why wouldI want one?”
“Is it anygood?”
“Conversion”
Same oldSame old
“Is it worththat price?”
NarrativeAchievement Reputation
AuthoritySocial Proof
FramingAnchoringMimicry
Loss AversionStatus Quo
Effort
Hire Us
Still need help?
Freudian slip
oops
ScarcityLoss Aversion
Ownership
What is it?
Definition
Beginnings
Why bother?
PersuasionUsability
P.B. J.
“What’s that?”
LikabilityFree
Commitment
“Oh Cool”
Intrigue EndowmentAesthetics
Persuasion During Buying Process
Persuasive Design
IntrigueEndowmentAesthetics
IntrigueEndowmentAesthetics
Which works better?
“I wantone but…”
“Is it anygood?”
“Conversion”
Same oldSame old
“Is it worththat price?”
ReputationAuthority
Social Proof
FramingAnchoringMimicry
Loss AversionStatus Quo
Effort
Hire Us
Still need help?
Freudian slip
oops
ScarcityLoss Aversion
Ownership
What is it?
Definition
Beginnings
Why bother?
PersuasionUsability
P.B. J.
“What’s that?”
LikabilityFree
Commitment
“Oh Cool”
Intrigue EndowmentAesthetics
“Why wouldI want one?”
NarrativeAchievement
Persuasion During Buying Process
Persuasive Design
NarrativeAchievement
NarrativeAchievement
Barbeque by the pool
NarrativeAchievement
NarrativeAchievement
Where’s the barbeque?
“I wantone but…”
“Why wouldI want one?”
“Conversion”
Same oldSame old
“Is it worththat price?”
NarrativeAchievement
FramingAnchoringMimicry
Loss AversionStatus Quo
Effort
Hire Us
Still need help?
Freudian slip
oops
ScarcityLoss Aversion
Ownership
What is it?
Definition
Beginnings
Why bother?
PersuasionUsability
P.B. J.
“What’s that?”
LikabilityFree
Commitment
“Oh Cool”
Intrigue EndowmentAesthetics
“Is it anygood?”
ReputationAuthority
Social Proof
Persuasion During Buying Process
Persuasive Design
ReputationAuthority
Social Proof
A C
B ???
“I wantone but…”
“Why wouldI want one?”
“Conversion”
Same oldSame old
NarrativeAchievement
Loss AversionStatus Quo
Effort
Hire Us
Still need help?
Freudian slip
oops
ScarcityLoss Aversion
Ownership
What is it?
Definition
Beginnings
Why bother?
PersuasionUsability
P.B. J.
“What’s that?”
LikabilityFree
Commitment
“Oh Cool”
Intrigue EndowmentAesthetics
“Is it anygood?”
ReputationAuthority
Social Proof
“Is it worththat price?”
FramingAnchoringMimicry
Persuasion During Buying Process
Persuasive Design
FramingAnchoringMimicry
B
A
C ???
“Why wouldI want one?”
“Conversion”
Same oldSame old
NarrativeAchievement
Hire Us
Still need help?
Freudian slip
oops
ScarcityLoss Aversion
Ownership
What is it?
Definition
Beginnings
Why bother?
PersuasionUsability
P.B. J.
“What’s that?”
LikabilityFree
Commitment
“Oh Cool”
Intrigue EndowmentAesthetics
“Is it anygood?”
ReputationAuthority
Social Proof
“Is it worththat price?”
FramingAnchoringMimicry
“I wantone but…”
Loss AversionStatus Quo
Effort
Persuasion During Buying Process
Persuasive Design
Loss AversionStatus Quo
Effort
A
B
C
Loss AversionStatus Quo
Effort
A
A
A
Loss AversionStatus Quo
Effort
B C
C
“Why wouldI want one?”
Same oldSame old
NarrativeAchievement
Hire Us
Still need help?
Freudian slip
oops
What is it?
Definition
Beginnings
Why bother?
PersuasionUsability
P.B. J.
“What’s that?”
LikabilityFree
Commitment
“Oh Cool”
Intrigue EndowmentAesthetics
“Is it anygood?”
ReputationAuthority
Social Proof
“Is it worththat price?”
FramingAnchoringMimicry
“I wantone but…”
Loss AversionStatus Quo
Effort
“Conversion”
ScarcityLoss Aversion
Ownership
Persuasion During Buying Process
Persuasive Design
ScarcityLoss Aversion
Ownership
A & B
C
Phew !!!
“Why wouldI want one?”
“Conversion”
Same oldSame old
NarrativeAchievement
Hire Us
Still need help?
Freudian slip
oops
ScarcityLoss Aversion
Ownership
What is it?
Definition
Beginnings
Why bother?
PersuasionUsability
P.B. J.
“What’s that?”
LikabilityFree
Commitment
“Oh Cool”
Intrigue EndowmentAesthetics
“Is it anygood?”
ReputationAuthority
Social Proof
“Is it worththat price?”
FramingAnchoringMimicry
“I wantone but…”
Loss AversionStatus Quo
Effort
Persuasion During Buying Process
Persuasive Design
Thank You
John Whalen
john.whalen@emagination.com
@johnwhalen
240-281-0764
Persuasive Design slideshare.net/emagination
Twitter: #persuasivedesign
e.maginationemagination.com
@emagination
Likeability – capture them with visualsFree – give something away to ask for return favorCommitment – ask for small commitment to build bigger onesIntrigue – gradually reveal information – make me lookEndowment – if I’ve worked harder its more valuable to meAesthetics – more aesthetically pleasing feels more usableNarrative – tell me a story about how this fits my lifeAchievement – show me that I've made an accomplishmentReputation – the brand’s reputation countsAuthority – official recognition important Social Proof – if everyone else is buying one…Loss Aversion – how do I know I’m not going to lose on the deal?Status Quo – must overcome how things are today w/ shopperEffort – how hard is it to check out?Scarcity – if I might not be able to get one I want it moreLoss Aversion – don’t want to lose out on the dealOwnership – let me be in control during the buying process
Likeability – capture them with visualsFree – give something away to ask for return favorCommitment – ask for small commitment to build bigger onesIntrigue – gradually reveal information – make me lookEndowment – if I’ve worked harder its more valuable to meAesthetics – more aesthetically pleasing feels more usableNarrative – tell me a story about how this fits my lifeAchievement – show me that I've made an accomplishmentReputation – the brand’s reputation countsAuthority – official recognition important Social Proof – if everyone else is buying one…Loss Aversion – how do I know I’m not going to lose on the deal?Status Quo – must overcome how things are today w/ shopperEffort – how hard is it to check out?Scarcity – if I might not be able to get one I want it moreLoss Aversion – don’t want to lose out on the dealOwnership – let me be in control during the buying process
Likeability – capture them with visualsFree – give something away to ask for return favorCommitment – ask for small commitment to build bigger onesIntrigue – gradually reveal information – make me lookEndowment – if I’ve worked harder its more valuable to meAesthetics – more aesthetically pleasing feels more usableNarrative – tell me a story about how this fits my lifeAchievement – show me that I've made an accomplishmentReputation – the brand’s reputation countsAuthority – official recognition important Social Proof – if everyone else is buying one…Loss Aversion – how do I know I’m not going to lose on the deal?Status Quo – must overcome how things are today w/ shopperEffort – how hard is it to check out?Scarcity – if I might not be able to get one I want it moreLoss Aversion – don’t want to lose out on the dealOwnership – let me be in control during the buying process
Likeability – capture them with visualsFree – give something away to ask for return favorCommitment – ask for small commitment to build bigger onesIntrigue – gradually reveal information – make me lookEndowment – if I’ve worked harder its more valuable to meAesthetics – more aesthetically pleasing feels more usableNarrative – tell me a story about how this fits my lifeAchievement – show me that I've made an accomplishmentReputation – the brand’s reputation countsAuthority – official recognition important Social Proof – if everyone else is buying one…Loss Aversion – how do I know I’m not going to lose on the deal?Status Quo – must overcome how things are today w/ shopperEffort – how hard is it to check out?Scarcity – if I might not be able to get one I want it moreLoss Aversion – don’t want to lose out on the dealOwnership – let me be in control during the buying process
Likeability – capture them with visualsFree – give something away to ask for return favorCommitment – ask for small commitment to build bigger onesIntrigue – gradually reveal information – make me lookEndowment – if I’ve worked harder its more valuable to meAesthetics – more aesthetically pleasing feels more usableNarrative – tell me a story about how this fits my lifeAchievement – show me that I've made an accomplishmentReputation – the brand’s reputation countsAuthority – official recognition important Social Proof – if everyone else is buying one…Loss Aversion – how do I know I’m not going to lose on the deal?Status Quo – must overcome how things are today w/ shopperEffort – how hard is it to check out?Scarcity – if I might not be able to get one I want it moreLoss Aversion – don’t want to lose out on the dealOwnership – let me be in control during the buying process
Likeability – capture them with visualsFree – give something away to ask for return favorCommitment – ask for small commitment to build bigger onesIntrigue – gradually reveal information – make me lookEndowment – if I’ve worked harder its more valuable to meAesthetics – more aesthetically pleasing feels more usableNarrative – tell me a story about how this fits my lifeAchievement – show me that I've made an accomplishmentReputation – the brand’s reputation countsAuthority – official recognition important Social Proof – if everyone else is buying one…Loss Aversion – how do I know I’m not going to lose on the deal?Status Quo – must overcome how things are today w/ shopperEffort – how hard is it to check out?Scarcity – if I might not be able to get one I want it moreLoss Aversion – don’t want to lose out on the dealOwnership – let me be in control during the buying process
Likeability – capture them with visualsFree – give something away to ask for return favorCommitment – ask for small commitment to build bigger onesIntrigue – gradually reveal information – make me lookEndowment – if I’ve worked harder its more valuable to meAesthetics – more aesthetically pleasing feels more usableNarrative – tell me a story about how this fits my lifeAchievement – show me that I've made an accomplishmentReputation – the brand’s reputation countsAuthority – official recognition important Social Proof – if everyone else is buying one…Loss Aversion – how do I know I’m not going to lose on the deal?Status Quo – must overcome how things are today w/ shopperEffort – how hard is it to check out?Scarcity – if I might not be able to get one I want it moreLoss Aversion – don’t want to lose out on the dealOwnership – let me be in control during the buying process
Likeability – capture them with visualsFree – give something away to ask for return favorCommitment – ask for small commitment to build bigger onesIntrigue – gradually reveal information – make me lookEndowment – if I’ve worked harder its more valuable to meAesthetics – more aesthetically pleasing feels more usableNarrative – tell me a story about how this fits my lifeAchievement – show me that I've made an accomplishmentReputation – the brand’s reputation countsAuthority – official recognition important Social Proof – if everyone else is buying one…Loss Aversion – how do I know I’m not going to lose on the deal?Status Quo – must overcome how things are today w/ shopperEffort – how hard is it to check out?Scarcity – if I might not be able to get one I want it moreLoss Aversion – don’t want to lose out on the dealOwnership – let me be in control during the buying process
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