Develop a More Persuasive
        Website
 (When “ease of use” is not
    your only concern)




          © 1998 - 2007 F...
© 1998 - 2007 Future Now, Inc.
© 1998 - 2007 Future Now, Inc.
© 1998 - 2007 Future Now, Inc.
Ask

Different

Questions
   © 1998 - 2006 Future Now, Inc.
Ask

Different

Questions
   © 1998 - 2006 Future Now, Inc.
Hierarchy of Optimization




        © 1998 - 2007 Future Now, Inc.
Hierarchy of Optimization




        © 1998 - 2007 Future Now, Inc.
Hierarchy of Optimization




                                         Does it do what I need?



        © 1998 - 2007 Fu...
Hierarchy of Optimization




                                         Can everyone access it?


                         ...
Hierarchy of Optimization




                                Is it “user” friendly?


                                   ...
Hierarchy of Optimization



                      Does it feel natural and doesn’t “make me
                      think?”...
Hierarchy of Optimization

             Do people really want and understand what
             they are buying?

         ...
Father of Modern Usability




         © 1998 - 2007 Future Now, Inc.
Father of Modern Usability




         © 1998 - 2007 Future Now, Inc.
Father of Modern Usability




         © 1998 - 2007 Future Now, Inc.
Industrial Science is Production Focused




               © 1998 - 2006 Future Now, Inc.
Business Science is People Focused




             © 1998 - 2006 Future Now, Inc.
© 1998 - 2007 Future Now, Inc.
Where They “Fall” Out




      © 1998 - 2007 Future Now, Inc.
Where They “Fall” Out




97.6%?

        © 1998 - 2007 Future Now, Inc.
Gravity?

quot;You create the
 system your visitor
 must navigate.
 People don't cause
 defects, systems
 do.quot;

- W. E...
Overcoming Sales Friction 1.0




          © 1998 - 2006 Future Now, Inc.
If It’s Not About Removing Friction


          For you to achieve your goals,
          your visitors must achieve
      ...
If It’s Not About Removing Friction


          For you to achieve your goals,
          your visitors must achieve
      ...
So It’s About Momentum




       © 1998 - 2007 Future Now, Inc.
So It’s About Momentum




       © 1998 - 2007 Future Now, Inc.
So It’s About Momentum




       Does your site
       stink?

       Maybe it should...
       © 1998 - 2007 Future Now,...
Google On Relevance

    quot;We provide strong
    SCENT so users don't
    lose time...quot;

    Krishna Bharat, senior...
Google On Relevance

    quot;We provide strong
    SCENT so users don't
    lose time...quot;

    Krishna Bharat, senior...
No Scent? Momentum is Lost




        © 1998 - 2007 Future Now, Inc.
No Scent? Momentum is Lost



                 1 Page
                 9.52%




        © 1998 - 2007 Future Now, Inc.
No Scent? Momentum is Lost



                 1 Page
                 9.52%




                                   2 Page...
No Scent? Momentum is Lost



                   1 Page
                   9.52%




     3 Pages                         ...
No Scent? Momentum is Lost



                    1 Page
   4 or more
                    9.52%
     19.32%




      3 Pa...
Blueprint For Persuasive Momentum
1) Who are we trying to persuade to
   take the action?
2) What is the action we want
  ...
I. Who Are We Trying To Persuade?




            © 1998 - 2006 Future Now, Inc.
I. Who Are We Trying To Persuade?




            © 1998 - 2006 Future Now, Inc.
How We “Buy”

          Logic                               Emotion


       Competitive                           Spontan...
Buyer’s Behavior & Modeling


                                 quot;Online retailers who go
                              ...
Buyer’s Behavior & Modeling


                                 quot;Online retailers who go
                              ...
PA Personas Build Predictive Models




                            Topology – how does the company’s
                    ...
© 1998 - 2007 Future Now, Inc.
Vidá Blue
 Thank goodness we live in a country
  where the sky is the limit, the stores are
  open late, and you can shop...
Persuasion Scenario Analysis




          © 1998 - 2007 Future Now, Inc.
Persuasion Scenario Analysis




          © 1998 - 2007 Future Now, Inc.
$25M or $68K Daily Opportunity Cost



                                                        33% reduction in
          ...
Michael Matters
 I’ve been looking for a DVD player and
  everyone keeps trying to sell me things I
  don’t care about. J...
Persuasive Scenario Analysis




          © 1998 - 2007 Future Now, Inc.
Hiking Boots – More Detail at LL Bean




             © 1998 - 2007 Future Now, Inc.
Persuasive Scenario Analysis




          © 1998 - 2007 Future Now, Inc.
Hiking Boots – More Detail at Campmor




             © 1998 - 2007 Future Now, Inc.
Persuasive Scenario Analysis




          © 1998 - 2007 Future Now, Inc.
Persuasive Scenario Analysis




          © 1998 - 2007 Future Now, Inc.
Hiking Boots – More Detail at REI




            © 1998 - 2007 Future Now, Inc.
Your Blueprint
1) Who are we trying to persuade to
   take the action?
2) What is the action we want
   someone to take? (...
Persuasive
Scenario
Funnel




             © 1998 - 2007 Future Now, Inc.
Persuasive
Scenario
Funnel




             © 1998 - 2007 Future Now, Inc.
Persuasive
Scenario
Funnel




             © 1998 - 2007 Future Now, Inc.
Your Customer Blueprint




       © 1998 - 2006 Future Now, Inc.
When You Plan It, You Can Test It




            © 1998 - 2007 Future Now, Inc.
When You Plan It, You Can Test It




            © 1998 - 2007 Future Now, Inc.
It’s Not About What but Why
“We can't solve
problems by using
the same kind of
thinking we used
when we created
them.”
- A...
It’s Not About What but Why
“We can't solve
problems by using
the same kind of
thinking we used
when we created
them.”
- A...
Howard Kaplan
     Future Now, Inc.
     1-877-643-7244
howardk@futurenowinc.com

      Homepage:
  www.FutureNowInc.com

...
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Upa Nyc 5 07

  1. 1. Develop a More Persuasive Website (When “ease of use” is not your only concern) © 1998 - 2007 Future Now, Inc.
  2. 2. © 1998 - 2007 Future Now, Inc.
  3. 3. © 1998 - 2007 Future Now, Inc.
  4. 4. © 1998 - 2007 Future Now, Inc.
  5. 5. Ask Different Questions © 1998 - 2006 Future Now, Inc.
  6. 6. Ask Different Questions © 1998 - 2006 Future Now, Inc.
  7. 7. Hierarchy of Optimization © 1998 - 2007 Future Now, Inc.
  8. 8. Hierarchy of Optimization © 1998 - 2007 Future Now, Inc.
  9. 9. Hierarchy of Optimization Does it do what I need? © 1998 - 2007 Future Now, Inc.
  10. 10. Hierarchy of Optimization Can everyone access it? Does it do what I need? © 1998 - 2007 Future Now, Inc.
  11. 11. Hierarchy of Optimization Is it “user” friendly? Can everyone access it? Does it do what I need? © 1998 - 2007 Future Now, Inc.
  12. 12. Hierarchy of Optimization Does it feel natural and doesn’t “make me think?” Is it “user” friendly? Can everyone access it? Does it do what I need? © 1998 - 2007 Future Now, Inc.
  13. 13. Hierarchy of Optimization Do people really want and understand what they are buying? Does it feel natural and doesn’t “make me think?” Is it “user” friendly? Can everyone access it? Does it do what I need? © 1998 - 2007 Future Now, Inc.
  14. 14. Father of Modern Usability © 1998 - 2007 Future Now, Inc.
  15. 15. Father of Modern Usability © 1998 - 2007 Future Now, Inc.
  16. 16. Father of Modern Usability © 1998 - 2007 Future Now, Inc.
  17. 17. Industrial Science is Production Focused © 1998 - 2006 Future Now, Inc.
  18. 18. Business Science is People Focused © 1998 - 2006 Future Now, Inc.
  19. 19. © 1998 - 2007 Future Now, Inc.
  20. 20. Where They “Fall” Out © 1998 - 2007 Future Now, Inc.
  21. 21. Where They “Fall” Out 97.6%? © 1998 - 2007 Future Now, Inc.
  22. 22. Gravity? quot;You create the system your visitor must navigate. People don't cause defects, systems do.quot; - W. Edwards Deming © 1998 - 2007 Future Now, Inc.
  23. 23. Overcoming Sales Friction 1.0 © 1998 - 2006 Future Now, Inc.
  24. 24. If It’s Not About Removing Friction For you to achieve your goals, your visitors must achieve their goals first. Visitors are only concerned with how they want to buy and to what is relevant to them. © 1998 - 2007 Future Now, Inc.
  25. 25. If It’s Not About Removing Friction For you to achieve your goals, your visitors must achieve their goals first. Visitors are only concerned with how they want to buy and to what is relevant to them. © 1998 - 2007 Future Now, Inc.
  26. 26. So It’s About Momentum © 1998 - 2007 Future Now, Inc.
  27. 27. So It’s About Momentum © 1998 - 2007 Future Now, Inc.
  28. 28. So It’s About Momentum Does your site stink? Maybe it should... © 1998 - 2007 Future Now, Inc.
  29. 29. Google On Relevance quot;We provide strong SCENT so users don't lose time...quot; Krishna Bharat, senior - research scientist at Google © 1998 - 2006 Future Now, Inc.
  30. 30. Google On Relevance quot;We provide strong SCENT so users don't lose time...quot; Krishna Bharat, senior - research scientist at Google © 1998 - 2006 Future Now, Inc.
  31. 31. No Scent? Momentum is Lost © 1998 - 2007 Future Now, Inc.
  32. 32. No Scent? Momentum is Lost 1 Page 9.52% © 1998 - 2007 Future Now, Inc.
  33. 33. No Scent? Momentum is Lost 1 Page 9.52% 2 Pages 54.60% © 1998 - 2007 Future Now, Inc.
  34. 34. No Scent? Momentum is Lost 1 Page 9.52% 3 Pages 2 Pages 16.56% 54.60% © 1998 - 2007 Future Now, Inc.
  35. 35. No Scent? Momentum is Lost 1 Page 4 or more 9.52% 19.32% 3 Pages 2 Pages 16.56% 54.60% © 1998 - 2007 Future Now, Inc.
  36. 36. Blueprint For Persuasive Momentum 1) Who are we trying to persuade to take the action? 2) What is the action we want someone to take? (Macro vs. Micro) 3) What does that person need in order to feel confident taking that action? © 1998 - 2007 Future Now, Inc.
  37. 37. I. Who Are We Trying To Persuade? © 1998 - 2006 Future Now, Inc.
  38. 38. I. Who Are We Trying To Persuade? © 1998 - 2006 Future Now, Inc.
  39. 39. How We “Buy” Logic Emotion Competitive Spontaneous Fast Methodical Humanistic Slow © 1998 - 2007 Future Now, Inc.
  40. 40. Buyer’s Behavior & Modeling quot;Online retailers who go beyond using traditional Web analytics data to truly understand their customers' intentions, perceptions and concerns will be rewarded with higher conversion ratesquot; eMarketer Senior Analyst Jeffrey Grau © 1998 - 2007 Future Now, Inc.
  41. 41. Buyer’s Behavior & Modeling quot;Online retailers who go beyond using traditional Web analytics data to truly understand their customers' intentions, perceptions and concerns will be rewarded with higher conversion ratesquot; eMarketer Senior Analyst Jeffrey Grau © 1998 - 2007 Future Now, Inc.
  42. 42. PA Personas Build Predictive Models Topology – how does the company’s  marketplace define their business and how do competitors and clients behave? Psychographics – what does the  persona do psychologically as part of their buying decision process? Demographics – what are the  persona’s attributes and behavioral background? © 1998 - 2006 Future Now, Inc.
  43. 43. © 1998 - 2007 Future Now, Inc.
  44. 44. Vidá Blue  Thank goodness we live in a country where the sky is the limit, the stores are open late, and you can shop in bed. I don’t want a hassle. This is supposed to be fun. Now tell me why I should tell my husband to buy this one?  Archetype: Spontaneous (fast & emotional)  Stage in Buying Process: late stage © 1998 - 2007 Future Now, Inc.
  45. 45. Persuasion Scenario Analysis © 1998 - 2007 Future Now, Inc.
  46. 46. Persuasion Scenario Analysis © 1998 - 2007 Future Now, Inc.
  47. 47. $25M or $68K Daily Opportunity Cost 33% reduction in abandonment I asked Future Now to do a study of our web site.... found something we had to fix immediately.... We fixed it that night, and saw an immediate 5% lift in our sales. - Patrick Byrne, CEO of Overstock.com © 1998 - 2007 Future Now, Inc.
  48. 48. Michael Matters  I’ve been looking for a DVD player and everyone keeps trying to sell me things I don’t care about. Just give me the facts, plain and simple. I want to see how each player works so I won’t have to pay a penny extra for something I don’t need.  Archetype: Methodical (slow & logical)  Stage in Buying Process: middle stage © 1998 - 2007 Future Now, Inc.
  49. 49. Persuasive Scenario Analysis © 1998 - 2007 Future Now, Inc.
  50. 50. Hiking Boots – More Detail at LL Bean © 1998 - 2007 Future Now, Inc.
  51. 51. Persuasive Scenario Analysis © 1998 - 2007 Future Now, Inc.
  52. 52. Hiking Boots – More Detail at Campmor © 1998 - 2007 Future Now, Inc.
  53. 53. Persuasive Scenario Analysis © 1998 - 2007 Future Now, Inc.
  54. 54. Persuasive Scenario Analysis © 1998 - 2007 Future Now, Inc.
  55. 55. Hiking Boots – More Detail at REI © 1998 - 2007 Future Now, Inc.
  56. 56. Your Blueprint 1) Who are we trying to persuade to take the action? 2) What is the action we want someone to take? (Macro vs. Micro) 3) What does that person need in order to feel confident taking that action? © 1998 - 2007 Future Now, Inc.
  57. 57. Persuasive Scenario Funnel © 1998 - 2007 Future Now, Inc.
  58. 58. Persuasive Scenario Funnel © 1998 - 2007 Future Now, Inc.
  59. 59. Persuasive Scenario Funnel © 1998 - 2007 Future Now, Inc.
  60. 60. Your Customer Blueprint © 1998 - 2006 Future Now, Inc.
  61. 61. When You Plan It, You Can Test It © 1998 - 2007 Future Now, Inc.
  62. 62. When You Plan It, You Can Test It © 1998 - 2007 Future Now, Inc.
  63. 63. It’s Not About What but Why “We can't solve problems by using the same kind of thinking we used when we created them.” - Albert Einstein © 1998 - 2007 Future Now, Inc.
  64. 64. It’s Not About What but Why “We can't solve problems by using the same kind of thinking we used when we created them.” - Albert Einstein © 1998 - 2007 Future Now, Inc.
  65. 65. Howard Kaplan Future Now, Inc. 1-877-643-7244 howardk@futurenowinc.com Homepage: www.FutureNowInc.com Blog: www.GrokDotCom.com © 1998 - 2007 Future Now, Inc.

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