Introduction to the Persuasive
Web
Suzi Shapiro July16, 2009

Once you have …
The major usability problems
under control,
what is the difference
between your web site
and a competitors?

In this Workshop
1. The role of
reciprocity,
similar ity and
scarcity
in influencing behavior
2. How to apply these pr inciples
in the design of a web site

Emotion
Why we need to appeal to
unconscious processes

Unconscious
Processes
Facilitate Survival
Feel Good
Satisfy Needs
Feel Bad
Protect from Danger

Heuristics
Bigger is Better
Fast is Better
IT USUALLY
WORKS!

If it peeps it is a baby
turkey…

Sometimes we are fooled by
reality

Sample Heuristics

The Golden Rule
 Do unto others
as you would have them
do onto you

“Thanks! I owe you.”

If you get an outfit
you can be a Cowboy too!

Persuasive Design
is most appropriate
for situations
where there is
ambiguity!

Reciprocity

Reciprocity Heuristic
 When some one has given us a gift,
we feel a need to “reciprocate.”
or return the favor.
 When we have given someone a gift,
we improve our opinion of the person
in order to remain consistent
in our attitudes.

How might this be applied?
 What could you
give your customers?
 What could you
get them to give to you?

How can you make use of
reciprocity on your web site?

BREAK TIME

Similarity

Similarity Heuristic
 The more similar someone is to me,
the more I will like or trust him or her.

How might this be applied?
 How could you show that you are
similar to your customers?
 How could you demonstrate that your
customers are similar to each other?

How can you make use of
similarity on your web site?

Scarcity

Scarcity Heuristic
 If something is scarce:
 It may not be available in the future.
 Many people must want it.
 It must be valuable.

How do you know that
something is scarce?
 Haven’t seen it before
 Can’t find when looking for it
 It has a high price

How might this be applied?
 What do you have that is already scarce?
How could you make this apparent?
 How could you make your product
look scarce?

How can you make use of
scarcity on your web site?

How to find Resources on
Persuasion

Good Reference Sites

Good Books on Persuasion
http://astore.amazon.com/suzishapiroco-20
 Per suasive Tec hnology: Using Computer s to Change
What We Think and Do
By B. J. Fogg
 Influence: Science and Practice
By Rober t B. Cialdini
 Yes!: 50 Scientifically Proven Ways to Be Per suasive
By Noah J. Goldstein, Steve J. Mar tin, Rober t B.
Cialdini
 Submit Now: Designing Per suasive Web Sites
By Andrew Chak