Motivating action

Motivating Action
How to engage and persuade your users through design.
By Lauren Martin

Your Website  Your Users
Two major hurdles in between your users and your product or service.
Can they get to it (usability)
Are they motivated to get to it (persuasion)
It’s not about marketing, or swindling – it’s about engaging and motivating.
So, if your site is easy… how do you motivate?

The Hook … Line & Sinker

Hook… Line&Sinker

Scarcity, Urgency & Framing

Scarcity, Urgency & Framing
Scarcity is a powerful way to make us want something, because we don’t want to loose something we perceive as having.
Right now, I can get this, but soon I’ll loose the chance
Framing is a way of positing things to sound more exciting.
Almost gone!
Just 10 Left!
Offer good TODAY only!
Limited Availability!
We don't like to loose what we perceive as ours. playing with demos, then only saving on signup, etc. getting started then no way to save or return to it.

Familiarity & Liking

Familiar& Liking
We like those we consider to be like us, and we are suckers for flattery.
We like things familiar to us better than the unknown. Market your brand consistently everywhere so it can be recognized
Give your site some personality to engage us emotionally.

Fun / Exploration

Fun & Exploration
Provide a way for people to jump in and get started.
Allow exploration before signup
Get people thinking by providing ideas instead of a blank slate.
Allow people to use their curiosity to start playing and engaging with the site.

Social Proof

Social Proof
We hate to wait in lines, but if we see one, then we want to get to the other end of it.
We look to others for direction, it is a mental efficiency in the way we make decisions.
Customer Testimonials
Star Ratings
Product Reviews
Friend Invitations
Popularity
Show what others are doing, it’s reassuring to the one making the decisions

Hook… Line&Sinker

Authority

Authority
We are more likely to listen to, or take advice from those we consider to be in a position of authority on a subject.
Provide expert opinions, show affiliation with respected groups or memberships.
If your site is secure, show the security logos
If you want the user to trust your site enough to purchase something show respected vendor approval, like PayPal

Choices

Choices
Reduce options, when options are a lot alike it overwhelms us and we can’t narrow down a decision.
Show a clear difference between options to make them distinct.
Provide a recommendation.

Keep it Simple

Keep it Simple
The harder it is to do something, the more motivated someone has to be to do it.
Simple forms, don’t ask for more than you need.
Reduce unnecessary navigation and distractions when making purchases or creating a membership.
If you already have some information, fill it in for the user (but give them the option to change it)

Reciprocation

Reciprocation
We instinctively return favors and until we do, we feel an obligation to do so.
Free gift with signup
Trial versions of software
New customer specials and discounts
A gift with your purchase

Cross & Up Sell

Cross & Up Sell
Would you like to supersize your order for only 25 cents?
Make it easy to say yes.
Show similar and related options
Provide limited extrasfor the point of sale/signup
Things other people purchased who also purchased this.

Friendly Recommendations

Friendly Recommendations
You will be more willing to accept an invitation from a friend, than a company.
Allow current customers to do your marketing for you by inviting friends.
Provide extra incentives by giving discounts to those who do the inviting (reward) and those who accept the invite (gift)

Hook … Line&Sinker

Commitment

Commitment
Ask for a specific commit, a specific action or number.
One you commit to something, you are more likely to stick with it.
Recommending something to a friend, or writing a review is a way of committing to the company or product.
Small commitments are still commitments , like pressing a button to share it.
Written public commitments are the strongest , like tweeting it.
Give them a place to leave a recommendation, or review.
“Find us on Facebook” not only is marketing for you, but its also a commitment for them
Loyalty through customer cards, and frequent buyer programs.
Purchase $10 more to qualify for…
As a returning customer you get…
Free shipping for our Plus members…
Exclusive member only discounts

Challenges & Goals

Challenges & Goals
Show progress, provide a goal.
If there is something to achieve, and you can tell your getting closer to it and see progress happening, your more likely to try to finish it.
It's a simple rule of closure, we don't like to see things sit there only partly done, when it's clear how to complete it.
Progress Bars have a visible target and should be accompanied with specific goals or action items to fill it.
Challenge and mastery and is all about the reward.

Recognition& Feedback

Recognition & Feedback
We all want to feel special.
A way to display achievements, collections, etc.
Rewards
Number of friends
Achievable levels make us feel like we are making progress.
Statuses and scores at different levels

Social Networks

Social Networks
Engagement through social networking is about social experiences
Bonding takes place when people are pulled together and it will keep them using the service to keep the bond.
Bonds can be amplified reciprocity when games allow you to give and receive “tokens”.
It’s about actions and connections, and a lot of it is motivated by social influence.

Engage!
My Challenge to You…

Engage!
Take a look at your site. Using the techniques in the Hook… Line & Sinker principles try to ensure that your site provides at least 3 of the 4 things below to maximize engagement:
Something Social involving People
Something Challenging or Exclusive
Something Helpful or providing a Service to us
Something Delightful or just plain Fun

Motivating action

by Lauren Martin on Jun 29, 2010

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Motivating action — Presentation Transcript