Motivating action


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Presentation for the June South Florida User Experience Meetup group on motivating your users.

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Motivating action

  1. 1. Motivating Action<br />How to engage and persuade your users through design.<br />By Lauren Martin<br />
  2. 2. Your Website  Your Users<br />Two major hurdles in between your users and your product or service.<br />Can they get to it (usability) <br />Are they motivated to get to it (persuasion)<br />It’s not about marketing, or swindling – it’s about engaging and motivating. <br />So, if your site is easy… how do you motivate?<br />
  3. 3. The Hook … Line & Sinker<br />
  4. 4. Hook… Line&Sinker<br />
  5. 5. Scarcity, Urgency & Framing<br />
  6. 6. Scarcity, Urgency & Framing<br />Scarcity is a powerful way to make us want something, because we don’t want to loose something we perceive as having. <br />Right now, I can get this, but soon I’ll loose the chance<br />Framing is a way of positing things to sound more exciting. <br />Almost gone!<br />Just 10 Left!<br />Offer good TODAY only!<br />Limited Availability!<br />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.<br />
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  11. 11. Familiarity & Liking<br />
  12. 12. Familiar& Liking<br />We like those we consider to be like us, and we are suckers for flattery. <br />We like things familiar to us better than the unknown. Market your brand consistently everywhere so it can be recognized<br />Give your site some personality to engage us emotionally.<br />
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  16. 16. Fun / Exploration<br />
  17. 17. Fun & Exploration<br />Provide a way for people to jump in and get started.<br />Allow exploration before signup<br />Get people thinking by providing ideas instead of a blank slate.<br />Allow people to use their curiosity to start playing and engaging with the site.<br />
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  21. 21. Social Proof<br />
  22. 22. Social Proof<br />We hate to wait in lines, but if we see one, then we want to get to the other end of it.<br />We look to others for direction, it is a mental efficiency in the way we make decisions.<br />Customer Testimonials<br />Star Ratings<br />Product Reviews<br />Friend Invitations<br />Popularity<br />Show what others are doing, it’s reassuring to the one making the decisions<br />
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  26. 26. Hook… Line&Sinker<br />
  27. 27. Authority<br />
  28. 28. Authority<br />We are more likely to listen to, or take advice from those we consider to be in a position of authority on a subject.<br />Provide expert opinions, show affiliation with respected groups or memberships.<br />If your site is secure, show the security logos<br />If you want the user to trust your site enough to purchase something show respected vendor approval, like PayPal<br />
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  31. 31. Choices<br />
  32. 32. Choices<br />Reduce options, when options are a lot alike it overwhelms us and we can’t narrow down a decision.<br />Show a clear difference between options to make them distinct.<br />Provide a recommendation.<br />
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  36. 36. Keep it Simple<br />
  37. 37. Keep it Simple<br />The harder it is to do something, the more motivated someone has to be to do it. <br />Simple forms, don’t ask for more than you need.<br />Reduce unnecessary navigation and distractions when making purchases or creating a membership.<br />If you already have some information, fill it in for the user (but give them the option to change it)<br />
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  40. 40. Reciprocation<br />
  41. 41. Reciprocation<br />We instinctively return favors and until we do, we feel an obligation to do so.<br />Free gift with signup<br />Trial versions of software<br />New customer specials and discounts<br />A gift with your purchase<br />
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  45. 45. Cross & Up Sell<br />
  46. 46. Cross & Up Sell<br />Would you like to supersize your order for only 25 cents?<br />Make it easy to say yes.<br />Show similar and related options<br />Provide limited extrasfor the point of sale/signup<br />Things other people purchased who also purchased this.<br />
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  49. 49. Friendly Recommendations<br />
  50. 50. Friendly Recommendations<br />You will be more willing to accept an invitation from a friend, than a company. <br />Allow current customers to do your marketing for you by inviting friends.<br />Provide extra incentives by giving discounts to those who do the inviting (reward) and those who accept the invite (gift)<br />
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  54. 54. Hook … Line&Sinker<br />
  55. 55. Commitment<br />
  56. 56. Commitment<br />Ask for a specific commit, a specific action or number.<br />One you commit to something, you are more likely to stick with it. <br />Recommending something to a friend, or writing a review is a way of committing to the company or product.<br />Small commitments are still commitments , like pressing a button to share it.<br />Written public commitments are the strongest , like tweeting it.<br />Give them a place to leave a recommendation, or review.<br />“Find us on Facebook” not only is marketing for you, but its also a commitment for them<br />Loyalty through customer cards, and frequent buyer programs.<br />Purchase $10 more to qualify for…<br />As a returning customer you get…<br />Free shipping for our Plus members…<br />Exclusive member only discounts<br />
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  60. 60. Challenges & Goals<br />
  61. 61. Challenges & Goals<br />Show progress, provide a goal. <br />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. <br />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. <br />Progress Bars have a visible target and should be accompanied with specific goals or action items to fill it.<br />Challenge and mastery and is all about the reward. <br />
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  66. 66. Recognition& Feedback<br />
  67. 67. Recognition & Feedback<br />We all want to feel special. <br />A way to display achievements, collections, etc.<br />Rewards<br />Number of friends<br />Achievable levels make us feel like we are making progress.<br />Statuses and scores at different levels<br />
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  71. 71. Social Networks<br />
  72. 72. Social Networks<br />Engagement through social networking is about social experiences <br />Bonding takes place when people are pulled together and it will keep them using the service to keep the bond.<br />Bonds can be amplified reciprocity when games allow you to give and receive “tokens”. <br />It’s about actions and connections, and a lot of it is motivated by social influence. <br />
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  75. 75. Engage!<br />My Challenge to You…<br />
  76. 76. Engage!<br />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:<br />Something Social involving People<br />Something Challenging or Exclusive<br />Something Helpful or providing a Service to us<br />Something Delightful or just plain Fun<br />