Things go wrong when information architects look at content solely as a structure that has to be organized into vertical hierarchies
Think in terms of iterative decision-making processes
Web pages must grab the user's attention and instill an interest to move forward while making certain that the entire experience is satisfying
The way people make buying decisions can be highly complex and irrational. Factors such as trust, comfort, confidence, and ease of the process are often more important to the customer than price and hard facts.
"The seducible moment can happen only when users have completed at least part of their original quest. It's difficult to lure users away until they've reached this (self-defined) point; before that, they will simply ignore distractions.“
When users go looking for information, they have a goal. A successful seduction depends on both the context and the strength of the goal: users won’t be deterred until they’ve accomplished some or all of their goal.
The concept of the seducible moment argues against placing web ads in their traditional place at the top of a page. Users seem more willing to be seduced if an ad appears after they’ve found the information they’re most interested in.
Persuasion architecture is a particular way of communicating your prospective users to take the action you want them to take & they take it because they understands that action is in their best interest.
Ultimately, buyers who realize afterward that they’ve been manipulated won’t buy again