How to design a seductive website

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Two decades after its birth, the web has through gone through the awkwardness of adolescence and reached adulthood. These days great websites aren’t just easy and intuitive to use, they also use human psychology to encourage specific behaviour. In this lively talk, Trent will distill learnings from more than 1,000 design research projects and help you to apply insights from social psychology, game theory and neuroscience to make your websites more compelling. You will learn:
 
* How to use human psychology to encourage user behaviour
* How even serious websites can be benefit from being more playful
* Inspiring local and overseas examples of seductive interfaces

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How to design a seductive website

  1. How to design aseductive website
  2. @andrewfantastic
  3. Liking, authority
  4. Social proof
  5. Social proof
  6. Email #3: Weemphasizedscarcity by placing atime limit on theoffer“…only 12 daysaway.”
  7. #5: Weemphasizedscarcity by makingsomethingunavailable“You can’t buy ituntil WorldUsability Day nextweek.”
  8. #7: We invokedsocial proof byimplying thathundreds of peoplewill be signing up“…if you’re one ofthe first 200 tobuy.”
  9. #9: We emphasizedscarcity by makingsomethingunavailable“The RedesignBonanza is nowCLOSED.”
  10. #10: We re-openedthe offer, for 6hours.Guess whathappened? (I’ll tellyou at the end)
  11. How to design aseductive website
  12. Useful UsableDesirable
  13. Help people toChoose well
  14. 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 )
  15. 1. Design ‘6-jam’ web pages
  16. Which circle is bigger?
  17. Choice is relative
  18. Men pay more for accessories afterbuying a suit than before
  19. 2. Consider cross-selling and up-selling
  20. On a voting paper where would you want your name on the list?
  21. The first row is three times more likely to be clicked on than the second row
  22. 3. Make sure the first item is thething you want to ‘sell’ the most
  23. How much for an add-on?
  24. Making it deliberately hard forpeople to make choices is evil
  25. Design forSocial proof
  26. We tend to follow thepatterns of similar people (particularly in new or unfamiliar situations)
  27. Which rating would you trust more?
  28. 4. Use reviews and ratings
  29. 5. Use data and statistics
  30. 6. Use graphs and charts
  31. BeLikable
  32. We like people like us
  33. 7. Use testimonials and case studies (With photos and relevant details that help visitors to relate to them)
  34. 8. Show photos of your team
  35. 75
  36. 9. Show some personality And have a sense of humour
  37. If someone is physically attractive, people tend toassume they also have a host of admirable qualities, such as intelligence and honesty - B.J. Fogg
  38. Teachers presume that good-lookingchildren are more intelligent than their less attractive classmates
  39. A visually appealingwebsite is seen as more credible
  40. 10. Be attractive
  41. Design forScarcity
  42. If something has limited availability, then we assume that it is more valuable
  43. 11. Emphasize limited numbers
  44. 12. Emphasize deadlines
  45. 13. Use phrases like ‘todayonly’ and ‘for a limited time’
  46. 14. Encourage competition
  47. Design forReciprocity
  48. What would happen if you sentChristmas cards to 578 complete strangers?
  49. If I give something to you or help you in any way, then you are obliged to return the favour
  50. The mostpopularspot onthe Xerohomepage?‘Try forfree’
  51. 15. Give away free… …product …information…recommendations …upgrades
  52. Visitors are twice as likely to fill out the form after receiving the freebie
  53. 16. Give people the freebiebefore asking them for anything in return
  54. Conclusion
  55. 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
  56. 17 sales were made before the doors were opened
  57. Re-opening the offer for 6 hours resulted in an extra 15% sales
  58. 5 months’revenue inone month!
  59. Next steps
  60. 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
  61. trent@optimalusability.com@trentmankelow@OptimalNZSign up to our newsletter atwww.optimalusability.com
  62. 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
  63. 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
  64. 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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