how to design a seductive website
Post on 23-Sep-2014
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DESCRIPTION
Two decades after its birth, the web has through gone through the awkwardness of adolescence and reached adulthood. These days great websites aren’t just easy and intuitive to use, they also use human psychology to encourage specific behaviour. In this lively talk, Trent will distill learnings from more than 1,000 design research projects and help you to apply insights from social psychology, game theory and neuroscience to make your websites more compelling. You will learn: * How to use human psychology to encourage user behaviour * How even serious websites can be benefit from being more playful* Inspiring local and overseas examples of seductive interfacesTRANSCRIPT
seductive How to design a
website
@andrewfantastic
Liking, authority
Social proof
Social proof
Email #3: We emphasized scarcity by placing a time limit on the offer
“…only 12 days away.”
#5: We emphasized scarcity by making something unavailable
“You can’t buy it until World Usability Day next week.”
#7: We invoked social proof by implying that hundreds of people will be signing up
“…if you’re one of the first 200 to buy.”
#9: We emphasized scarcity by making something unavailable
“The Redesign Bonanza is now CLOSED.”
#10: We re-opened the offer, for 6 hours.
Guess what happened? (I’ll tell you at the end)
seductive How to design a
website
Desirable
Usable
Useful
Help people to
Choose well
Hick’s Law
“The time it takes to make a decision increases as the number
of alternatives increases”
T = b • log2(n+1)
1. Design ‘6-jam’ web pages
Which circle is bigger?
Choice is relative
Men pay more for accessories after buying a suit than before
2. Consider cross-selling and up-selling
On a voting paper where would you want your name on the list?
The first row is three times more likely to be clicked on than the second row
3. Make sure the first item is the thing you want to ‘sell’ the most
How much for an add-on?
Making it deliberately hard for people to make choices is evil
Design for
Social proof
We tend to follow the patterns of similar people
(particularly in new or unfamiliar situations)
Which rating would you trust more?
4. Use reviews and ratings
5. Use data and statistics
6. Use graphs and charts
Be
Likable
We like people like us
7. Use testimonials and case studies
(With photos and relevant details that help visitors to relate to
them)
8. Show photos of your team
75
9. Show some personality
And have a sense of humour
If someone is physically attractive, people tend to
assume they also have a host of admirable qualities, such as intelligence and honesty
- B.J. Fogg
Teachers presume that good-looking children are more intelligent than their
less attractive classmates
A visually appealing website is seen as more
credible
10. Be attractive
Design for
Scarcity
If something has limited availability, then we
assume that it is more valuable
11. Emphasize limited numbers
12. Emphasize deadlines
13. Use phrases like ‘today only’ and ‘for a limited time’
14. Encourage competition
Design for
Reciprocity
What would happen if you sent Christmas cards to 578 complete
strangers?
If I give something to you or help you in any way, then you are obliged to
return the favour
The most popular spot on the Xero home page?
‘Try for free’
15. Give away free…
…product…information
…recommendations…upgrades
Visitors are twice as likely to fill out the form after receiving the freebie
16. Give people the freebie before asking them for anything
in return
Conclusion
• Scarcity e.g. one day only
• Reciprocity e.g. giving money to the Dian Fossey Gorilla Fund
• Likeness e.g. tone of the emails
• Authority e.g. WUD and UPA logos
• Social proof e.g. customer logos, testimonials
• Loss aversion e.g. re-opening the special
World Usability Day special
17 sales were made before the doors were opened
Re-opening the offer for 6 hours resulted in an extra 15% sales
5 months’ revenue in one month!
Next steps
Help people to Choose well
1. Design ‘6-jam’ web pages
2. Consider cross-selling and up-selling
3. Make sure the first item is the thing you want to ‘sell’ the most
Design for Social proof
4. Use reviews and ratings
5. Use data and statistics
6. Use graphs and charts
Be Likable
7. Use testimonials and case studies, with photos and relevant details that help visitors to relate to them
8. Show photos of your team
9. Show some personality, and have a sense of humour
10. Be attractive
Design for Scarcity
11. Emphasize limited numbers
12. Emphasize deadlines
13. Use phrases like ‘today only’ and ‘for a limited time’
14. Encourage competition
Design for Reciprocity
15. Give away free product, information, recommendations, upgrades
16. Give people the freebie beforeasking them for their contact details
Links / Picture Credits
• Slide 1: Photo is of Psyche Revived by Cupid's Kiss from www.en.wikipedia.org/wiki/File:Psyche_revived_Louvre_MR1777.jpg
• Slide 3: www.optimalworkshop.com
• Slide 4: www.worldusabilityday.org
• Slide 22: Jam photo from www.caterwauls.ca/new_page_15_files/berry%20jams.JPG
• Slide 22: Diagram of jams from Neuro Web Design (2009)
• Slide 23: www.dropbox.com
• Slide 24: www.slideshare.net/adamsmith1/from-zero-to-a-million-users-dropbox-and-xobni-lessons-learned
• Slide 26: www.sovereign.co.nz
• Slide 27: www.aia.co.nz
• Slide 28: www.pinnaclelife.co.nz
• Slide 30: www.travelbug.co.nz/b
• Slide 33: Images from www.3wisemen.co.nz
• Slide 34: www.woolworths.co.nz
• Slide 36: Image from www.elections.org.nz/voting/votingsub/sample-ballot-paper.html
• Slide 38: www.newplymouthnz.com
• Slide 39: www.nelsoncitycouncil.co.nz
• Slide 40: www.aucklandcity.govt.nz
• Slide 46: www.whatsmynumber.org.nz
• Slide 47: www.telme.org.nz
• Slide 51: Image from www.odt.co.nz/118554/apples-iphone-4-sale-after-delay
• Slide 52: www.tripadvisor.com
• Slide 54: www.rabodirect.co.nz/term-deposits/default.aspx
• Slide 55: www.consumer.org.nz/reports/vacuum-cleaners
• Slide 57: www.treatme.co.nz
• Slide 57: www.grabaseat.co.nz
• Slide 57: www.powershop.co.nz
• Slide 57: www.xero.com
• Slide 57: www.powerswitch.org.nz/powerswitch
Links / Picture Credits
• Slide 59: www.powershop.co.nz/greater-savings-pricing.html
• Slide 60: www.opower.com
• Slide 62: Image from www.superpunch.blogspot.com/2011/03/facebook-like-button-added-to-elevator.html
• Slide 63: www.careers.govt.nz
• Slide 68: www.powershop.co.nz/smarter-power.html
• Slide 68: www.xero.com/customers
• Slide 68: www.kiwibank.co.nz/personal-banking/investments
• Slide 68: www.inform.co.nz/testimonials
• Slide 70: www.optimalusability.com/our-clients/client-feedback
• Slide 71: www.optimalusability.com/about/our-people
• Slide 72: www.anz.co.nz/personal/investments-advice/financial-planning
• Slide 72: www.asb.co.nz/Personal/Investments/Get-advice/Choose-a-Wealth-Manager#centralnorthisland
• Slide 74: www.localist.co.nz/
• Slide 75: www.twitter.com/#!/AirNZFairy
• Slide 76: www.sorted.org.nz/blog/sorted-turns-8
• Slide 77: www.snapper.co.nz/newsroom/2011/03/24/pimp-your-phone-with-a-snapper-ringtone
• Slide 80: Image from www.nzia.co.nz/projectImages/672132fd/Images/Art%20Maths%20Classroom%20Block%20_%20Classroom%20_%206%20of%206.jpg
• Slide 81: www.siphawaii.com
• Slide 84: www.sonar6.com
• Slide 89: www.grabaseat.co.nz
• Slide 93: www.grabone.co.nz
• Slide 100: www.grabaseat.co.nz/secure/auctions
• Slide 102: www.onceit.co.nz
• Slide 105: Image from http://feelincrafty.wordpress.com/2011/01/04/oh-christmas-card-oh-christmas-card
• Slide 107: www.linkedin.com/home
• Slide 107: www.trademe.co.nz
• Slide 108: www.xero.com
Links / Picture Credits
• Slide 109: www.westpac.co.nz/olcontent/olcontent.nsf/Content/Buying+a+house+checklists
• Slide 111: www.theanswerroom.co.nz
• Slide 112: www.fatso.co.nz
• Slide 112: www.amazon.com
• Slide 113: www.bnz.co.nz
• Slide 115: http://www.slideshare.net/Optimal.Usability/how-to-create-online-experiences-that-people-love
• Slide 123: www.getmentalnotes.com
• Slide 124: www.danlockton.com/dwi/Main_Page