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!
1. P.B. J. + Beginnings Persuasion Usability Definition What is it? Why bother? Still need help? Persuasive Design Twitter: #persuasivedesign Hire Us Persuasion During Buying Process oops Freudian slip “I want one but…” “What’s that?” “Oh Cool” “Why wouldI want one?” “Is it anygood?” “Conversion” “Is it worththat price?” LikabilityFreeCommitment Scarcity Loss Aversion Ownership Intrigue Endowment Aesthetics Loss Aversion Status Quo Effort FramingAnchoringMimicry NarrativeAchievement ReputationAuthority Social Proof
2. Vision Science Cognitive Neuroscience PhD: Math in Brain Linguistics PhD Cognitive Science Post Doc at UCLAduring Dot.Com boom John Whalen Professor in Psychology Director, User Experience& Design @ e.magination Usability/ Accessibility User Experience OnlineStrategy InformationArchitecture
3. Baltimore’sLargest DOJ VisualDesign FDA InteractionDesign ContentCreation USDA Since 1992 Usability/ Accessibility InformationArchitecture SampleClients CareFirst About AARP e.magination Ad.com Design Comcast Discovery Delivery Development OnlineStrategy Web Sites User Research Support CMS .NET Custom Apps Intranets MicrosoftSharePoint CustomApps Stakeholder Research CommerceServer eCommerce SystemIntegration Competition Online Facebook iPhone
4. P.B. J. Beginnings Persuasion Usability Definition Why bother? What is it? Still need help? Same old Same old Persuasive Design Hire Us Persuasion During Buying Process oops Freudian slip “I want one but…” “What’s that?” “Oh Cool” “Why wouldI want one?” “Is it anygood?” “Conversion” “Is it worththat price?” LikabilityFreeCommitment Scarcity Loss Aversion Ownership Intrigue Endowment Aesthetics Loss Aversion Status Quo Effort FramingAnchoringMimicry NarrativeAchievement ReputationAuthority Social Proof
6. I define persuasive technology as any interactive computing system designed to change people’s attitudes or behaviors.
7. P.B. J. + Beginnings Persuasion Usability Definition What is it? Why bother? Still need help? Same old Same old Persuasive Design Hire Us Persuasion During Buying Process oops Freudian slip “I want one but…” “What’s that?” “Oh Cool” “Why wouldI want one?” “Is it anygood?” “Conversion” “Is it worththat price?” LikabilityFreeCommitment Scarcity Loss Aversion Ownership Intrigue Endowment Aesthetics Loss Aversion Status Quo Effort FramingAnchoringMimicry NarrativeAchievement ReputationAuthority Social Proof
12. P.B. J. Beginnings Persuasion Usability Definition What is it? Why bother? Still need help? Same old Same old Persuasive Design Hire Us Persuasion During Buying Process oops Freudian slip “I want one but…” “Oh Cool” “Why wouldI want one?” “Is it anygood?” “Conversion” “Is it worththat price?” “What’s that?” Scarcity Loss Aversion Ownership LikabilityFreeCommitment Intrigue Endowment Aesthetics Loss Aversion Status Quo Effort FramingAnchoringMimicry NarrativeAchievement ReputationAuthority Social Proof
15. P.B. J. Beginnings Persuasion Usability Definition What is it? Why bother? Still need help? Same old Same old Persuasive Design Hire Us Persuasion During Buying Process oops Freudian slip “I want one but…” “Why wouldI want one?” “Is it anygood?” “Conversion” “Is it worththat price?” “What’s that?” “Oh Cool” Scarcity Loss Aversion Ownership LikabilityFreeCommitment Intrigue Endowment Aesthetics Loss Aversion Status Quo Effort FramingAnchoringMimicry NarrativeAchievement ReputationAuthority Social Proof
17. Which works better? Intrigue Endowment Aesthetics
18. P.B. J. Beginnings Persuasion Usability Definition What is it? Why bother? Still need help? Same old Same old Persuasive Design Hire Us Persuasion During Buying Process oops Freudian slip “I want one but…” “Is it anygood?” “Conversion” “Is it worththat price?” “What’s that?” “Oh Cool” “Why wouldI want one?” Scarcity Loss Aversion Ownership LikabilityFreeCommitment Intrigue Endowment Aesthetics Loss Aversion Status Quo Effort FramingAnchoringMimicry NarrativeAchievement ReputationAuthority Social Proof
23. P.B. J. Beginnings Persuasion Usability Definition What is it? Why bother? Still need help? Same old Same old Persuasive Design Hire Us Persuasion During Buying Process oops Freudian slip “I want one but…” “Why wouldI want one?” “Conversion” “Is it worththat price?” “What’s that?” “Oh Cool” “Is it anygood?” Scarcity Loss Aversion Ownership LikabilityFreeCommitment Intrigue Endowment Aesthetics Loss Aversion Status Quo Effort FramingAnchoringMimicry NarrativeAchievement ReputationAuthority Social Proof
25. P.B. J. Beginnings Persuasion Usability Definition What is it? Why bother? Still need help? Same old Same old Persuasive Design Hire Us Persuasion During Buying Process oops Freudian slip “I want one but…” “Why wouldI want one?” “Conversion” “What’s that?” “Oh Cool” “Is it anygood?” “Is it worththat price?” Scarcity Loss Aversion Ownership LikabilityFreeCommitment Intrigue Endowment Aesthetics Loss Aversion Status Quo Effort FramingAnchoringMimicry NarrativeAchievement ReputationAuthority Social Proof
27. P.B. J. Beginnings Persuasion Usability Definition What is it? Why bother? Still need help? Same old Same old Persuasive Design Hire Us Persuasion During Buying Process oops Freudian slip “Why wouldI want one?” “Conversion” “What’s that?” “Oh Cool” “Is it anygood?” “Is it worththat price?” “I want one but…” Scarcity Loss Aversion Ownership LikabilityFreeCommitment Intrigue Endowment Aesthetics Loss Aversion Status Quo Effort FramingAnchoringMimicry NarrativeAchievement ReputationAuthority Social Proof
31. P.B. J. Beginnings Persuasion Usability Definition What is it? Why bother? Still need help? Same old Same old Persuasive Design Hire Us Persuasion During Buying Process oops Freudian slip “Why wouldI want one?” “What’s that?” “Oh Cool” “Is it anygood?” “Is it worththat price?” “I want one but…” “Conversion” LikabilityFreeCommitment Scarcity Loss Aversion Ownership Intrigue Endowment Aesthetics Loss Aversion Status Quo Effort FramingAnchoringMimicry NarrativeAchievement ReputationAuthority Social Proof
34. P.B. J. Beginnings Persuasion Usability Definition What is it? Why bother? Still need help? Same old Same old Persuasive Design Hire Us Persuasion During Buying Process oops Freudian slip “Why wouldI want one?” “Conversion” “What’s that?” “Oh Cool” “Is it anygood?” “Is it worththat price?” “I want one but…” Scarcity Loss Aversion Ownership LikabilityFreeCommitment Intrigue Endowment Aesthetics Loss Aversion Status Quo Effort FramingAnchoringMimicry NarrativeAchievement ReputationAuthority Social Proof
35. Persuasive Design slideshare.net/emagination Twitter: #persuasivedesign Thank You John Whalen e.magination emagination.com john.whalen@emagination.com @emagination @johnwhalen 240-281-0764
36. Likeability – capture them with visuals Free – give something away to ask for return favor Commitment – ask for small commitment to build bigger ones Intrigue – gradually reveal information – make me look Endowment – if I’ve worked harder its more valuable to me Aesthetics – more aesthetically pleasing feels more usable Narrative – tell me a story about how this fits my life Achievement – show me that I've made an accomplishment Reputation – the brand’s reputation counts Authority – 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/ shopper Effort – how hard is it to check out? Scarcity – if I might not be able to get one I want it more Loss Aversion – don’t want to lose out on the deal Ownership – let me be in control during the buying process
37. Likeability – capture them with visuals Free – give something away to ask for return favor Commitment – ask for small commitment to build bigger ones Intrigue – gradually reveal information – make me look Endowment – if I’ve worked harder its more valuable to me Aesthetics – more aesthetically pleasing feels more usable Narrative – tell me a story about how this fits my life Achievement – show me that I've made an accomplishment Reputation – the brand’s reputation counts Authority – 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/ shopper Effort – how hard is it to check out? Scarcity – if I might not be able to get one I want it more Loss Aversion – don’t want to lose out on the deal Ownership – let me be in control during the buying process
38. Likeability – capture them with visuals Free – give something away to ask for return favor Commitment – ask for small commitment to build bigger ones Intrigue – gradually reveal information – make me look Endowment – if I’ve worked harder its more valuable to me Aesthetics – more aesthetically pleasing feels more usable Narrative – tell me a story about how this fits my life Achievement – show me that I've made an accomplishment Reputation – the brand’s reputation counts Authority – 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/ shopper Effort – how hard is it to check out? Scarcity – if I might not be able to get one I want it more Loss Aversion – don’t want to lose out on the deal Ownership – let me be in control during the buying process
39. Likeability – capture them with visuals Free – give something away to ask for return favor Commitment – ask for small commitment to build bigger ones Intrigue – gradually reveal information – make me look Endowment – if I’ve worked harder its more valuable to me Aesthetics – more aesthetically pleasing feels more usable Narrative – tell me a story about how this fits my life Achievement – show me that I've made an accomplishment Reputation – the brand’s reputation counts Authority – 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/ shopper Effort – how hard is it to check out? Scarcity – if I might not be able to get one I want it more Loss Aversion – don’t want to lose out on the deal Ownership – let me be in control during the buying process
40. Likeability – capture them with visuals Free – give something away to ask for return favor Commitment – ask for small commitment to build bigger ones Intrigue – gradually reveal information – make me look Endowment – if I’ve worked harder its more valuable to me Aesthetics – more aesthetically pleasing feels more usable Narrative – tell me a story about how this fits my life Achievement – show me that I've made an accomplishment Reputation – the brand’s reputation counts Authority – 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/ shopper Effort – how hard is it to check out? Scarcity – if I might not be able to get one I want it more Loss Aversion – don’t want to lose out on the deal Ownership – let me be in control during the buying process
41. Likeability – capture them with visuals Free – give something away to ask for return favor Commitment – ask for small commitment to build bigger ones Intrigue – gradually reveal information – make me look Endowment – if I’ve worked harder its more valuable to me Aesthetics – more aesthetically pleasing feels more usable Narrative – tell me a story about how this fits my life Achievement – show me that I've made an accomplishment Reputation – the brand’s reputation counts Authority – 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/ shopper Effort – how hard is it to check out? Scarcity – if I might not be able to get one I want it more Loss Aversion – don’t want to lose out on the deal Ownership – let me be in control during the buying process
42. Likeability – capture them with visuals Free – give something away to ask for return favor Commitment – ask for small commitment to build bigger ones Intrigue – gradually reveal information – make me look Endowment – if I’ve worked harder its more valuable to me Aesthetics – more aesthetically pleasing feels more usable Narrative – tell me a story about how this fits my life Achievement – show me that I've made an accomplishment Reputation – the brand’s reputation counts Authority – 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/ shopper Effort – how hard is it to check out? Scarcity – if I might not be able to get one I want it more Loss Aversion – don’t want to lose out on the deal Ownership – let me be in control during the buying process
43. Likeability – capture them with visuals Free – give something away to ask for return favor Commitment – ask for small commitment to build bigger ones Intrigue – gradually reveal information – make me look Endowment – if I’ve worked harder its more valuable to me Aesthetics – more aesthetically pleasing feels more usable Narrative – tell me a story about how this fits my life Achievement – show me that I've made an accomplishment Reputation – the brand’s reputation counts Authority – 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/ shopper Effort – how hard is it to check out? Scarcity – if I might not be able to get one I want it more Loss Aversion – don’t want to lose out on the deal Ownership – let me be in control during the buying process