conversion bliss: the persuasive design checklist

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Persuasive Design What is it? Persuasion During Buying Process Definition “I want one but…” “What’s that?” “Oh Cool” “Why would I want one?” “Is it any good?” “Conversion” Beginnings Why bother? Persuasion Usability P.B. J. “Is it worth that price?” Likability Free Commitment Intrigue Endowment Aesthetics Narrative Achievement Reputation Authority Social Proof Framing Anchoring Mimicry Loss Aversion Status Quo Effort Hire Us Still need help? Freudian slip oops Scarcity Loss Aversion Ownership + Twitter: #persuasivedesign

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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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Page 1: Conversion Bliss: The Persuasive Design Checklist

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

Page 2: Conversion Bliss: The Persuasive Design Checklist

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

Page 3: Conversion Bliss: The Persuasive Design Checklist

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

Page 4: Conversion Bliss: The Persuasive Design Checklist

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

Page 5: Conversion Bliss: The Persuasive Design Checklist

2000 2005 2010

Page 6: Conversion Bliss: The Persuasive Design Checklist

I define persuasive technology as any interactive computing system designed to change people’s attitudes or behaviors.

Page 7: Conversion Bliss: The Persuasive Design Checklist

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

+

Page 8: Conversion Bliss: The Persuasive Design Checklist

Registration PremiumAccount

Membership

Effo

rt

Time

Page 9: Conversion Bliss: The Persuasive Design Checklist

Registration PremiumAccount

Membership

Effo

rt

Time

Reduce effort with Usability

Page 10: Conversion Bliss: The Persuasive Design Checklist

Registration PremiumAccount

Membership

Effo

rt

Time

Add persuasion to motivate effort

Conversion!!!

Page 11: Conversion Bliss: The Persuasive Design Checklist

AAA / HFI

It works – double the funnel

Page 12: Conversion Bliss: The Persuasive Design Checklist

“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

Page 13: Conversion Bliss: The Persuasive Design Checklist

LikeabilityFree

Commitment

Page 14: Conversion Bliss: The Persuasive Design Checklist

LikeabilityFree

Commitment

A

B C

Page 15: Conversion Bliss: The Persuasive Design Checklist

“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

Page 16: Conversion Bliss: The Persuasive Design Checklist

IntrigueEndowmentAesthetics

Page 17: Conversion Bliss: The Persuasive Design Checklist

IntrigueEndowmentAesthetics

Which works better?

Page 18: Conversion Bliss: The Persuasive Design Checklist

“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

Page 19: Conversion Bliss: The Persuasive Design Checklist

NarrativeAchievement

Page 20: Conversion Bliss: The Persuasive Design Checklist

NarrativeAchievement

Barbeque by the pool

Page 21: Conversion Bliss: The Persuasive Design Checklist

NarrativeAchievement

Page 22: Conversion Bliss: The Persuasive Design Checklist

NarrativeAchievement

Where’s the barbeque?

Page 23: Conversion Bliss: The Persuasive Design Checklist

“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

Page 24: Conversion Bliss: The Persuasive Design Checklist

ReputationAuthority

Social Proof

A C

B ???

Page 25: Conversion Bliss: The Persuasive Design Checklist

“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

Page 26: Conversion Bliss: The Persuasive Design Checklist

FramingAnchoringMimicry

B

A

C ???

Page 27: Conversion Bliss: The Persuasive Design Checklist

“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

Page 28: Conversion Bliss: The Persuasive Design Checklist

Loss AversionStatus Quo

Effort

A

B

C

Page 29: Conversion Bliss: The Persuasive Design Checklist

Loss AversionStatus Quo

Effort

A

A

A

Page 30: Conversion Bliss: The Persuasive Design Checklist

Loss AversionStatus Quo

Effort

B C

C

Page 31: Conversion Bliss: The Persuasive Design Checklist

“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

Page 32: Conversion Bliss: The Persuasive Design Checklist

ScarcityLoss Aversion

Ownership

A & B

C

Page 33: Conversion Bliss: The Persuasive Design Checklist

Phew !!!

Page 34: Conversion Bliss: The Persuasive Design Checklist

“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

Page 35: Conversion Bliss: The Persuasive Design Checklist

Thank You

John Whalen

[email protected]

@johnwhalen

240-281-0764

Persuasive Design slideshare.net/emagination

Twitter: #persuasivedesign

e.maginationemagination.com

@emagination

Page 36: Conversion Bliss: The Persuasive Design Checklist

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

Page 37: Conversion Bliss: The Persuasive Design Checklist

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

Page 38: Conversion Bliss: The Persuasive Design Checklist

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

Page 39: Conversion Bliss: The Persuasive Design Checklist

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

Page 40: Conversion Bliss: The Persuasive Design Checklist

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

Page 41: Conversion Bliss: The Persuasive Design Checklist

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

Page 42: Conversion Bliss: The Persuasive Design Checklist

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

Page 43: Conversion Bliss: The Persuasive Design Checklist

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