Addictive
                           websites



donderdag 1 oktober 2009
Hi! My name is Bart


donderdag 1 oktober 2009
I work at web agency Netlash




                           ... and a few other companies:




donderdag 1 oktober 2009
Addictive websites

                           Design for Persuasion 2009




donderdag 1 oktober 2009
Websites are designed for people




donderdag 1 oktober 2009
People don’t always act rational




donderdag 1 oktober 2009
donderdag 1 oktober 2009
Some basic human traits that are
                      engrained in our brains...




donderdag 1 oktober 2009
Goal: make you aware of these
                      traits and use them consciously




donderdag 1 oktober 2009
With great power
                           comes
                           great responsibility
donderdag 1 oktober 2009
5 basic human traits that are
                      engrained in our brains:




donderdag 1 oktober 2009
1. Collecting

                           2. Social Validation

                           3. Reciprocity

               ...
1. Collecting

                           2. Social Validation

                           3. Reciprocity

               ...
1. Collecting




donderdag 1 oktober 2009
1. Collecting




                 We like to collect things
                 We like our collection to be complete




do...
donderdag 1 oktober 2009
donderdag 1 oktober 2009
1. Collecting

                           2. Social Validation

                           3. Reciprocity

               ...
2. Social Validation




donderdag 1 oktober 2009
2. Social Validation




                 We will do what the crowd does




donderdag 1 oktober 2009
2. Social Validation




                 We will do what the crowd does

                 “the bandwagon effect”




dond...
2. Social Validation




                 We will do what the crowd does

                 “the bandwagon effect”

       ...
donderdag 1 oktober 2009
donderdag 1 oktober 2009
1. Collecting

                           2. Social Validation

                           3. Reciprocity

               ...
3. Reciprocity




donderdag 1 oktober 2009
3. Reciprocity




                 If you buy me a cup of coffee,
                 I feel obliged to buy you one back



...
3. Reciprocity




                 MySpace -> Tom!




donderdag 1 oktober 2009
3. Reciprocity




                 Free Shipping!




donderdag 1 oktober 2009
3. Reciprocity




                 Free Shipping!

                 (beware: it has to be unconditional)




donderdag 1 ...
1. Collecting

                           2. Social Validation

                           3. Reciprocity

               ...
4. Commitment




donderdag 1 oktober 2009
4. Commitment




                 We convince ourselves to be
                 consistent




donderdag 1 oktober 2009
4. Commitment




                 We convince ourselves to be
                 consistent

                 Once on a pat...
4. Commitment




                 Small steps!




donderdag 1 oktober 2009
4. Commitment




                           Piramid

                           1         Creators
                      ...
donderdag 1 oktober 2009
1. Collecting

                           2. Social Validation

                           3. Reciprocity

               ...
5. Discovery




donderdag 1 oktober 2009
5. Discovery




                 Dopamine




donderdag 1 oktober 2009
donderdag 1 oktober 2009
5. Discovery




                 We like to discover new things




donderdag 1 oktober 2009
5. Discovery




                 We like to discover new things

                 Use that curiosity




donderdag 1 okto...
donderdag 1 oktober 2009
donderdag 1 oktober 2009
1. Collecting

                           2. Social Validation

                           3. Reciprocity

               ...
More basic human traits




donderdag 1 oktober 2009
More basic human traits

                      Concession, scarcity, fear of loss, the
                      endowment eff...
More soon on the Netlash blog:

                      www.netlash.com




donderdag 1 oktober 2009
Questions?




donderdag 1 oktober 2009
Bart de Waele
                           bart@netlash.com

                           www.netlash.com
                    ...
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Addictive Websites

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How to build a website where people feel the need to come back.There are a few basic patterns that cause human beings to like websites, and that encourage interaction with the website.

Bart De Waele, information architect at web agency Netlash, discusses these patterns and gives examples on how to implement them.

You’ll learn:

How you can augment return visits,
How you can augment time spend on the site,
How you can stimulate interaction on your website.

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Addictive Websites

  1. 1. Addictive websites donderdag 1 oktober 2009
  2. 2. Hi! My name is Bart donderdag 1 oktober 2009
  3. 3. I work at web agency Netlash ... and a few other companies: donderdag 1 oktober 2009
  4. 4. Addictive websites Design for Persuasion 2009 donderdag 1 oktober 2009
  5. 5. Websites are designed for people donderdag 1 oktober 2009
  6. 6. People don’t always act rational donderdag 1 oktober 2009
  7. 7. donderdag 1 oktober 2009
  8. 8. Some basic human traits that are engrained in our brains... donderdag 1 oktober 2009
  9. 9. Goal: make you aware of these traits and use them consciously donderdag 1 oktober 2009
  10. 10. With great power comes great responsibility donderdag 1 oktober 2009
  11. 11. 5 basic human traits that are engrained in our brains: donderdag 1 oktober 2009
  12. 12. 1. Collecting 2. Social Validation 3. Reciprocity 4. Commitment 5. Discovery donderdag 1 oktober 2009
  13. 13. 1. Collecting 2. Social Validation 3. Reciprocity 4. Commitment 5. Discovery donderdag 1 oktober 2009
  14. 14. 1. Collecting donderdag 1 oktober 2009
  15. 15. 1. Collecting We like to collect things We like our collection to be complete donderdag 1 oktober 2009
  16. 16. donderdag 1 oktober 2009
  17. 17. donderdag 1 oktober 2009
  18. 18. 1. Collecting 2. Social Validation 3. Reciprocity 4. Commitment 5. Discovery donderdag 1 oktober 2009
  19. 19. 2. Social Validation donderdag 1 oktober 2009
  20. 20. 2. Social Validation We will do what the crowd does donderdag 1 oktober 2009
  21. 21. 2. Social Validation We will do what the crowd does “the bandwagon effect” donderdag 1 oktober 2009
  22. 22. 2. Social Validation We will do what the crowd does “the bandwagon effect” (sorry to disappoint you) donderdag 1 oktober 2009
  23. 23. donderdag 1 oktober 2009
  24. 24. donderdag 1 oktober 2009
  25. 25. 1. Collecting 2. Social Validation 3. Reciprocity 4. Commitment 5. Discovery donderdag 1 oktober 2009
  26. 26. 3. Reciprocity donderdag 1 oktober 2009
  27. 27. 3. Reciprocity If you buy me a cup of coffee, I feel obliged to buy you one back donderdag 1 oktober 2009
  28. 28. 3. Reciprocity MySpace -> Tom! donderdag 1 oktober 2009
  29. 29. 3. Reciprocity Free Shipping! donderdag 1 oktober 2009
  30. 30. 3. Reciprocity Free Shipping! (beware: it has to be unconditional) donderdag 1 oktober 2009
  31. 31. 1. Collecting 2. Social Validation 3. Reciprocity 4. Commitment 5. Discovery donderdag 1 oktober 2009
  32. 32. 4. Commitment donderdag 1 oktober 2009
  33. 33. 4. Commitment We convince ourselves to be consistent donderdag 1 oktober 2009
  34. 34. 4. Commitment We convince ourselves to be consistent Once on a path, we’ll continue on that path, and will rationalise it. donderdag 1 oktober 2009
  35. 35. 4. Commitment Small steps! donderdag 1 oktober 2009
  36. 36. 4. Commitment Piramid 1 Creators 10 Commentators 100 Lurkers 1000 Strangers donderdag 1 oktober 2009
  37. 37. donderdag 1 oktober 2009
  38. 38. 1. Collecting 2. Social Validation 3. Reciprocity 4. Commitment 5. Discovery donderdag 1 oktober 2009
  39. 39. 5. Discovery donderdag 1 oktober 2009
  40. 40. 5. Discovery Dopamine donderdag 1 oktober 2009
  41. 41. donderdag 1 oktober 2009
  42. 42. 5. Discovery We like to discover new things donderdag 1 oktober 2009
  43. 43. 5. Discovery We like to discover new things Use that curiosity donderdag 1 oktober 2009
  44. 44. donderdag 1 oktober 2009
  45. 45. donderdag 1 oktober 2009
  46. 46. 1. Collecting 2. Social Validation 3. Reciprocity 4. Commitment 5. Discovery donderdag 1 oktober 2009
  47. 47. More basic human traits donderdag 1 oktober 2009
  48. 48. More basic human traits Concession, scarcity, fear of loss, the endowment effect, choice, Hawthorne effect, clustering illusion, availability cascade, authority bias, competition, zero-risk bias... donderdag 1 oktober 2009
  49. 49. More soon on the Netlash blog: www.netlash.com donderdag 1 oktober 2009
  50. 50. Questions? donderdag 1 oktober 2009
  51. 51. Bart de Waele bart@netlash.com www.netlash.com twitter.com/netlash Design for Persuasion - 1/10/2009 donderdag 1 oktober 2009
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