addictive websites
Post on 21-Oct-2014
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DESCRIPTION
How to build a website where people feel the need to come back.There are a few basic patterns that cause human beings to like websites, and that encourage interaction with the website.Bart De Waele, information architect at web agency Netlash, discusses these patterns and gives examples on how to implement them.You’ll learn:How you can augment return visits,How you can augment time spend on the site,How you can stimulate interaction on your website.TRANSCRIPT
Addictive websites
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Hi! My name is Bart
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I work at web agency Netlash
... and a few other companies:
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Addictive websites
Design for Persuasion 2009
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Websites are designed for people
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People don’t always act rational
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Some basic human traits that are engrained in our brains...
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Goal: make you aware of these traits and use them consciously
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With great power comes great responsibility
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5 basic human traits that are engrained in our brains:
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1. Collecting
2. Social Validation
3. Reciprocity
4. Commitment
5. Discovery
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1. Collecting
2. Social Validation
3. Reciprocity
4. Commitment
5. Discovery
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1. Collecting
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1. Collecting
We like to collect thingsWe like our collection to be complete
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1. Collecting
2. Social Validation
3. Reciprocity
4. Commitment
5. Discovery
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2. Social Validation
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2. Social Validation
We will do what the crowd does
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2. Social Validation
We will do what the crowd does
“the bandwagon effect”
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2. Social Validation
We will do what the crowd does
“the bandwagon effect”
(sorry to disappoint you)
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1. Collecting
2. Social Validation
3. Reciprocity
4. Commitment
5. Discovery
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3. Reciprocity
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3. Reciprocity
If you buy me a cup of coffee,I feel obliged to buy you one back
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3. Reciprocity
MySpace -> Tom!
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3. Reciprocity
Free Shipping!
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3. Reciprocity
Free Shipping!
(beware: it has to be unconditional)
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1. Collecting
2. Social Validation
3. Reciprocity
4. Commitment
5. Discovery
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4. Commitment
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4. Commitment
We convince ourselves to be consistent
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4. Commitment
We convince ourselves to be consistent
Once on a path, we’ll continue on that path, and will rationalise it.
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4. Commitment
Small steps!
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4. Commitment
Piramid
1 Creators10 Commentators100 Lurkers1000 Strangers
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1. Collecting
2. Social Validation
3. Reciprocity
4. Commitment
5. Discovery
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5. Discovery
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5. Discovery
Dopamine
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5. Discovery
We like to discover new things
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5. Discovery
We like to discover new things
Use that curiosity
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1. Collecting
2. Social Validation
3. Reciprocity
4. Commitment
5. Discovery
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More basic human traits
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More basic human traits
Concession, scarcity, fear of loss, the endowment effect, choice, Hawthorne effect, clustering illusion, availability cascade, authority bias, competition, zero-risk bias...
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More soon on the Netlash blog:
www.netlash.com
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Questions?
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Design for Persuasion - 1/10/2009
Bart de [email protected]
www.netlash.comtwitter.com/netlash
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