Increasing online conversion through persuasive design

Turning clicks into salesHow we help visitors get over theconversion hurdle...Joanne RichardsonSenior User Experience Designer@Joanne84

What does user experiencedesign mean? "UX" is the quality of experience a person has when interacting with a speciﬁc design. "UX design" is the research, planning and veriﬁcation of a design solution.

Why invest time in UX?Conﬁdence in your design - backed up by researchClarity in direction - guide the solutionContinuity of strategy - ensure longevity of the vision and opportunitiesCustomer loyalty - increase brand awareness

Other industries have beendoing it for years...Building architectsProduct designersSupermarket layouts

The hurdles people face Awareness Conversion Return visits Brand attachment Unaware Interested First time Regular Passionate customer use use

Conversion Awareness Conversion Return visits Brand attachment Unaware Interested First time Regular Passionate customer use useHow we help visitors get over the conversion hurdle

What do we mean by conversion?Not just purchasing online -any action you want people to takeMake a purchase Upload a photoNewsletter sign up Post a blogTweet an article Get in touchEnter a competition Like a page on Facebook

Whats stopping them? Time / effort Uncertainty Money / price Worry Physical effort Fear Out of the norm

Persuasive design Trick... or treat?How to convince a potential customer that youre the one for them

1. Credibility & trustFirst impressions count"When participants in the study rejected a health website asnot being trustworthy, 83% of their comments were relatedto design factors, such as an unfavorable ﬁrst impressionof the look and feel, poor navigation, color, text size andthe name of the website."Susan Weinschenk (2011)

Would you trust this website?

How about this one?

How to win them overAwardsCustomer reviews andtestimonialsMember of professionalorganisationProfessional design and imagesTransparency and information -clear returns policy, team page

2. Signposting

A-B Tests A test - 15.2% Conversion Rate B test - 20.9% Conversion Rate

3. Create demand The worry that youre going to miss out

Threadless Only 15 left!!! :( Better be quick!

4. Add constraints - guide visitors Were easily distracted & set in our ways

Airport chairs

Amazon Checkout

5. Incentiveseverybody loves a freebie

Pay with a tweet

Dorothy Perkins - 15% discount

6. Social proofOther people are doing this then it must be ok

Amazon - Customers Who BoughtThis Item Also Bought

7. Social AcceptanceTo be perceived as good

Just Giving Please feel free to donate :) http:// www.justgiving.com/ Joanne-Little0

8. AchievementHuman instinct to want to complete items andachieve a goal

Reduces spillages by up to 80%

9. The Goldilocks effect"...and the middle one was just right"

Basecamp

New product releases

10. Remove barrierspeople are inherently lazy

Tumblr - ﬁrst use

Posterous - easy sign upand blogging

How do we achieve all this?Investing the time upfront in researchConﬁdence in project directionPlanning the experienceMost importantly testing the solution continuously

Want to learn more?Obviously you could contact Orange Bus...But here are some other useful online resources: • UX Matters - http://uxmatters.com/• UX Booth - http://uxbooth.com• Johnny Holland - http://johnnyholland.org/• User Interface Engineering - http://www.uie.com/• Interaction-Design.org - http://www.interaction-design.org/

Thank you :)

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Increasing online conversion through persuasive design

by Joanne Richardson on Apr 25, 2012

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