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
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?
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?
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?
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