How to design a seductive website

How to design aseductive website

@andrewfantastic

Liking, authority

Social proof

Email #3: Weemphasizedscarcity by placing atime limit on theoffer“…only 12 daysaway.”

#5: Weemphasizedscarcity by makingsomethingunavailable“You can’t buy ituntil WorldUsability Day nextweek.”

#7: We invokedsocial proof byimplying thathundreds of peoplewill be signing up“…if you’re one ofthe first 200 tobuy.”

#9: We emphasizedscarcity by makingsomethingunavailable“The RedesignBonanza is nowCLOSED.”

#10: We re-openedthe offer, for 6hours.Guess whathappened? (I’ll tellyou at the end)

How to design aseductive website

Useful UsableDesirable

Help people toChoose well

Hick’s Law “The time it takes to make adecision increases as the number of alternatives increases” T = b • l o g 2( n + 1 )

1. Design ‘6-jam’ web pages

Which circle is bigger?

Choice is relative

Men pay more for accessories afterbuying 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 thething you want to ‘sell’ the most

How much for an add-on?

Making it deliberately hard forpeople to make choices is evil

Design forSocial proof

We tend to follow thepatterns 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

BeLikable

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

9. Show some personality And have a sense of humour

If someone is physically attractive, people tend toassume they also have a host of admirable qualities, such as intelligence and honesty - B.J. Fogg

Teachers presume that good-lookingchildren are more intelligent than their less attractive classmates

A visually appealingwebsite is seen as more credible

10. Be attractive

Design forScarcity

If something has limited availability, then we assume that it is more valuable

11. Emphasize limited numbers

12. Emphasize deadlines

13. Use phrases like ‘todayonly’ and ‘for a limited time’

14. Encourage competition

Design forReciprocity

What would happen if you sentChristmas 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 mostpopularspot onthe Xerohomepage?‘Try forfree’

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 freebiebefore asking them for anything in return

Conclusion

World Usability Day special• 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

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 inone month!

Next steps

Help people to Choose well Design for Scarcity1. Design ‘6-jam’ web pages 11. Emphasize limited numbers2. Consider cross-selling and up- 12. Emphasize deadlines selling 13. Use phrases like ‘today only’ and ‘for3. Make sure the first item is the thing a limited time’ you want to ‘sell’ the most 14. Encourage competitionDesign for Social proof Design for Reciprocity4. Use reviews and ratings 15. Give away free product,5. Use data and statistics information, recommendations,6. Use graphs and charts upgrades 16. Give people the freebie before asking them for their contact detailsBe Likable7. Use testimonials and case studies, with photos and relevant details that help visitors to relate to them8. Show photos of your team9. Show some personality, and have a sense of humour10. Be attractive

trent@optimalusability.com@trentmankelow@OptimalNZSign up to our newsletter atwww.optimalusability.com

Links / Picture Credits• Slide 1: Photo is of Psyche Revived by Cupids 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

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How to design a seductive website

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