MOTIVATIONAL INDEXOle GregersenReally experienced Senior UX-consultant(The one the others call)Lecturer IT-UniversitetetCo...
COMMENTED VERSIONBe sure to check comments in each slide /Ole Gregersen
Persuasion Context
It’s a snapshot – a comparison• Which persuasive elements are used?• Whats common, whats specific?• What does it teach us?
CREATION 6 websites, 6 principles, 100+ screenshots1.   Walmart          1.   Social proof2.   Amazon           2.   Autho...
Motivational Index               Walmart   Dell   Office Depot   Staples   Amazon   Best BuySocial ProofAuthorityScarcityC...
1. SOCIAL PROOF
Social proof
Social proof AND trust
The Motivational Index               Amazon   Dell   Office   Best Buy   Walmart   Staples                               d...
2. COMMITMENT,CONSISTENCY
Commitmentconsistency
3. RECIPROCITY
Reciprocity• But the other way round?
4. SCARCITY
Scarcity
5. AUTHORITY
Authority (trust)
6. LIKING
Liking
OBSERVATIONS
Best Buy Form
The Motivational Index               Amazon   Dell     Office   Best Buy   Walmart    Staples                             ...
Opportunities, potential
Maturity
Yours and my CONCLUSIONS?• A glimpse of creativity, a lot of highway• Persuade the user ALL the way• Still low personaliza...
Thank you…• www.oleg.dk - My Danish website + blog• LinkedIn: www.linkedin.com/OleGregersenOle• Tweets - @OlegUsability
Motivational Index
Motivational Index
Motivational Index
Nächste SlideShare
Wird geladen in …5
×

Motivational Index

2.132 Aufrufe

Veröffentlicht am

As presented at the Conversion Summit in Frankfurt 2012.
A comparative evaluation of 6 top US retail websites and the persuasive design elements used. Commented version.
Ole Gregersen 2012

Veröffentlicht in: Marketing, Business, Technologie
  • Als Erste(r) kommentieren

Motivational Index

  1. 1. MOTIVATIONAL INDEXOle GregersenReally experienced Senior UX-consultant(The one the others call)Lecturer IT-UniversitetetConversionSummit - 6th of September 2012 “Know this before your employees” - Ole Gregersen
  2. 2. COMMENTED VERSIONBe sure to check comments in each slide /Ole Gregersen
  3. 3. Persuasion Context
  4. 4. It’s a snapshot – a comparison• Which persuasive elements are used?• Whats common, whats specific?• What does it teach us?
  5. 5. CREATION 6 websites, 6 principles, 100+ screenshots1. Walmart 1. Social proof2. Amazon 2. Authority (trust)3. Dell 3. Scarcity (urgency4. Office Depot 4. Commitment, consistency5. Best Buy 5. Reciprocity (or something similar)6. Staples 6. Liking
  6. 6. Motivational Index Walmart Dell Office Depot Staples Amazon Best BuySocial ProofAuthorityScarcityCommitmentReciprocityLiking
  7. 7. 1. SOCIAL PROOF
  8. 8. Social proof
  9. 9. Social proof AND trust
  10. 10. The Motivational Index Amazon Dell Office Best Buy Walmart Staples depetSocial Proof X * X * X XAuthorityScarcityCommitmentReciprocityLiking
  11. 11. 2. COMMITMENT,CONSISTENCY
  12. 12. Commitmentconsistency
  13. 13. 3. RECIPROCITY
  14. 14. Reciprocity• But the other way round?
  15. 15. 4. SCARCITY
  16. 16. Scarcity
  17. 17. 5. AUTHORITY
  18. 18. Authority (trust)
  19. 19. 6. LIKING
  20. 20. Liking
  21. 21. OBSERVATIONS
  22. 22. Best Buy Form
  23. 23. The Motivational Index Amazon Dell Office Best Buy Walmart Staples depetSocial Proof X * X * X XAuthority X X * X *Scarcity X X * * * *Commitment X * * * X *Reciprocity * * * * *Liking * X XIndex 4.5 4 4 4 3 2.5• Social Proof - driven by Amazon, Facebook, Google• Big brands use authority different – they are authority• Commitment strategies growing• ‘Liking’ more relevant for smaller businesses?
  24. 24. Opportunities, potential
  25. 25. Maturity
  26. 26. Yours and my CONCLUSIONS?• A glimpse of creativity, a lot of highway• Persuade the user ALL the way• Still low personalization/segmentation• Lots of opportunity for new persuasive elements!• Lots of new usage data• Lots of new customers 
  27. 27. Thank you…• www.oleg.dk - My Danish website + blog• LinkedIn: www.linkedin.com/OleGregersenOle• Tweets - @OlegUsability

×