Introduction to the Persuasive Web

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Workshop Presentation
Introduction to the Persuasive Web
July 16, 2009
Indianapolis, IN

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  • 1. Introduction to the Persuasive Web Suzi Shapiro July16, 2009
  • 2. Once you have … The major usability problems under control, what is the difference between your web site and a competitors?
  • 3. 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
  • 4. Emotion Why we need to appeal to unconscious processes
  • 5. Unconscious Processes Facilitate Survival Feel Good Satisfy Needs Feel Bad Protect from Danger
  • 6. Heuristics Bigger is Better Fast is Better IT USUALLY WORKS!
  • 7. If it peeps it is a baby turkey…
  • 8. Sometimes we are fooled by reality
  • 9. Sample Heuristics
  • 10. The Golden Rule  Do unto others as you would have them do onto you
  • 11. “Thanks! I owe you.”
  • 12. If you get an outfit you can be a Cowboy too!
  • 13. Persuasive Design is most appropriate for situations where there is ambiguity!
  • 14. Reciprocity
  • 15. 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.
  • 16. How might this be applied?  What could you give your customers?  What could you get them to give to you?
  • 17. How can you make use of reciprocity on your web site?
  • 18. BREAK TIME
  • 19. Similarity
  • 20. Similarity Heuristic  The more similar someone is to me, the more I will like or trust him or her.
  • 21. 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?
  • 22. How can you make use of similarity on your web site?
  • 23. Scarcity
  • 24. Scarcity Heuristic  If something is scarce:  It may not be available in the future.  Many people must want it.  It must be valuable.
  • 25. 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
  • 26. 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?
  • 27. How can you make use of scarcity on your web site?
  • 28. How to find Resources on Persuasion
  • 29. Good Reference Sites
  • 30. 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