Layers of the user experience. Both from a historic view, from a maturity view and from a design view, the user experience is layered, with more and more specialized and emotional aspects involved.Some call the bottom layers “can do” because they are about giving the user an efficient experience – the top layers are will do, because they are targeted user motivation (at least in an e-commerce context).This presentation is in the context of the will do part.
Websites chosen from top 50 online retailers in the us. The 6 weapons of influence are used as an overall framework, as themes, rather than used as precise measures.
The index is a matrix with two axis. Websites and influential principles inserted.
Here are the examples one principle at the time.
Social proof 1: Stars and rating are common now, but some websites add more layers to the data, adding aggregated data like stats.
Social proof, trust, maybe liking at play here at Walmart.Layers of social proof getting other users not just to approve product, but also to approve reviews and establish credibility.
Other types of social proof is top lists, lists of what other users bought and Amazons famed Others users that bought that product, also bought.
The index is populated by inserting big and small stars. There are relative measures, based of an understanding of how advanced the implementation is.Typically a small star means that the websites uses this principle, but only on one dimensions – say like using stars and reviews – where a big cross means that websites use the principle on several dimensions.
Commitment is very exciting, because its about the user doing that micro conversion, that little interaction that says: I approve and Im interested.Typical elements are wish lists, save for later feature, social media likes and ’favourites’.Each trigger a little handshake with the website and users could feel committed to come back later.
This is a exchange of value between the user and the website. If the user does something extra, she will be rewarded with added value.Even though this is just an old marketing tool, websites “buy” user interactions through this method. And they are valuable, they are micro-conversions and they must have some subconscious effect.
Another well known marketing tool. Something that always seems to work. The interesting thing is to discover new uses of these tools.Powerful control over data, allows more use of this, since it takes (either lying) some strength to add this data on a product level.
This is not “pure” authority, more like trust or credibility. But still its interesting to see which websites use logos of other well-known companies or specialized trust-brands.Trust rubs of the big logos, which is why small websites uses this a lot. This type of explicit trust could work as authority, motivating some users to choose this website over websites without these logos.
According the Robert Cialdini, Liking is about a decision bias towards people we like or that look good.I find it interesting to look at how websites use images of humans. We se 4 ways: No use of images, use of stockphoto people, photos of employees and photos of real users, even users that have uploaded their own picture. The discussion of how your website should use photos is ever relevant, including comparing your website appearance to the one of your competitors.
Amazon makes this combo, a review, with stars, but also a real person for liking, heavy user commitment and more social proof in the sense this person might be a little like you.Facebookification? This woman uploaded not only a written review, but also a picture of her wearing shoes bought via the Amazon website.There are many layers of persuasive data here, and it works as a great invitation to other users. This is an example of how the weapons of influence can be combined and how many so many layers of influence and data can be added to the product, which seems almost to disappear here.
An interesting discussion that you can have in your webteam, is how persuasive web elements can be used all the way from when the user arrives to the user leaves.This is form on the way to purchase. Can more elements be used here? There's is no way to save for later for instance.How about social proof? Testing can reveal what elements have an impact at this crucial stage, where many users leave.
This is the index, using the websites for his presentation. Each line relates to the websites on it, not to other lines. You can add your own website and compare (contact me I will tell you how: firstname.lastname@example.org) – but for these websites we can ask how they differ and what elements they might want to look into.The score is also relative, but says something about on how many levels these websites take advantage of the potential in these well-research and proven principles.
I also see this as a discussion of maturity. Are the website communicating to its users using these layers?If not, there is a potential. And this potential might be different for each marketing channel.
In the range of maturity, some websites don’t use any persuasive tools others use them a lot. This example is from Booking.com, which has clearly made a different approach, to differentiate them from other websites on a very competitive stage.I called this the pornofication of the online travel industry, but it’s a rather vivid example of possibilities.
Regardinginternalmaturitydevelopment , there is much to belearned from usingpersiasuve design elements. Many of themareinteractive elements and serve as microconversions.This gives insightsintouserpath to conversion, just liketheycanbeused to describevalue of interaction.This data canbe fed back to the segmentation on the website, making the idea of persuasivesegmentationpossible.So in the future, wecan look at howuserinteractionstellsuswhichpersuasive elements works with whichusertype.
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
COMMENTED VERSIONBe sure to check comments in each slide /Ole Gregersen
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?
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