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Persuasive design priorities 2013

This talk to the Smart Insights 2013 Marketing Priorities summit by user experience consultant Paul Rouke featured a review of major and subtle persuasion tips & techniques which positively affect user behaviour. It also included live examples of where brands are combining different techniques to enhance the influence on user behaviour.

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Persuasive design priorities 2013

  1. 1. The Most Influential Persuasive Design Priorities for 2013 Paul Rouke Head of Usability & Conversion PRWD A showcase of the most effective persuasive techniques that influence user behaviour, helping you understand where you should be focussing your efforts to improve on-site conversion ratesDigital Marketing Priorities 2013 Summit 11th January 2013. Brought to you by:
  2. 2. About Dave Chaffey  Books  Digital marketing advice, training and consulting About Dave Chaffey • Author of 5 bestselling marketing books first published in 2000, now in their 4th and 5th editions • Online marketing consultant and trainer since 1997 • Manages a marketing advice site with Expert members in over 50 countriesJanuary Offer: Free copy of Emarketing Excellence for first 50 new Expert-level membersSmart Insights Expert membership:
  3. 3. About this session Based on 12 years experience working with blue chip brands Insights from 100’s of hours spent in user testing studies Major and subtle persuasion tips & techniques which positively affect user behaviour Live examples of where brands are combining different techniques to enhance the influence on user behaviour Please interact using the BrightTALK buttons: 3
  4. 4. POLLWhich technique do you feel is the most influential inpersuading people to take action? Scarcity Commitment Social Proof Personality Urgency Authority Recency Consistency 4
  5. 5. About me & PRWD I run the UK’s Leading North West Based Usability & Conversion Optimisation Consultancy, PRWD I provide public and in-house training for Econsultancy’s global clients including Tesco, O2 and Santander At PRWD our Profit Optimisation Programme helps brands improve on-site conversion, customer satisfaction & profitability Brands me and my highly experienced optimisation team work with inc. 5
  6. 6. AWhat is Usability and User Experience? brilliant reference for persuasive techniques 6
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  8. 8. How combine differentpersuasive techniques... Saving Social Proof Recency Scarcity 8
  9. 9. What is Usability and User Experience?See how persuades visitors to book 9
  10. 10. Tips to demonstrate scarcity & encourage action Use words such as “selling fast” on some products to introduce social proof Use words such as “last few remaining” to create intrigue If you indicate current activity (like make this genuine Provide a filter in your navigation for “low stock availability” as some users will be attracted to these products Position the stock message in close proximity to the call to action Indicate when someone last made a purchase decision Indicate scarcity more than once, using different language to say the same thing 10
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  12. 12. ASOS display a simple but highly prominent message tocreate a sense of urgency within the consumer 12
  13. 13. Oxfam start applying urgency as soon as visitors add a secondhand product to their basket. The simple use of the clock iconprovides visual stimulus to draw users attention 13
  14. 14. At the next stage of the purchase journey Oxfam then make itreally clear that the visitor has a limited time to make theirpurchase – with excellent language and tone of voice used 14
  15. 15. Never pressure people to PUSHthem into purchasing.Instead, use pressure to PREVENTthem from procrastinating.There is a fundamental differencebetween the two.@michelfortin 15
  16. 16. Naked Wines combine both urgency & ability to make asaving to stop visitors from procrastinating – positioning thismessage where it is guaranteed to get noticed 16
  17. 17. Tips to create a sense of urgency Use a dynamic stock reservation countdown message Use icons to draw attention to the fact this is time specific May close attention to the copy you use - this can be a great way to bring out some of your brand personality Use language which visitors will be able to relate to Dont be shy about using these tactics Ensure these messages are positioned in prominent positions where users will pay attention to Combine social proof & scarcity and other persuasive techniques like showing that visitors can get something for FREE 17
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  19. 19. Vancouver Convention Centre pay considerable attention tothe importance of establishing & demonstrating social proof– they also provide different types of content to engagevisitors in ways appropriate to their behaviour 19
  20. 20. When I see examples of bigorganisations who have hostedevents and conferences at aparticular venue this has a stronginfluence on how I think about thatvenue. Video testimonials aremore convincing than writtentestimonials.A user taking part in an in-depth research study 20
  21. 21. The view from quantitative feedback How important is it to see snapshots of past events & conferences? 21
  22. 22. As well as showing ratings on the lister pages, Speedoposition the star rating & number of reviews in the idealposition where users will focus attention on 22
  23. 23. Ratings are provided in a number of important areas, whichvisitors can filter by, and Speedo go to considerable lengths toensure visitors can empathise with the reviewers 23
  24. 24. I really like how the reviews aredesigned with the little bar-charts.You see where people are happy ordisappointed with a product.I really like how you classify whattype of swimmer you are.I can tell if the reviewer is in thesame mind-set as me.A user on the Speedo website 24
  25. 25. Goskyride miss the opportunity to demonstrate social proofon their search results pages by not featuring rider comments 25
  26. 26. On the ride detail pages the rating isn’t displayed in anoptimal area and the comments are hidden behind a tab link 26
  27. 27. Tips to showcasing social proof Dont rely on ratings being on your product pages - use them through the user journey in key areas of focus for visitors Bring customer comments to the surface, not hidden away in tabs Combine both famous & non famous people to provide social proof about your proposition Allow visitors to filter reviews to find their most relevant that they can empathise with Provide reviewers with the opportunity to describe/categorise themselves – demonstrate authenticity & allow visitors to empathise with them 27
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  29. 29. ASOS have provided customers with a perfect way toconsider a wider range of products rather than having tomake a decision to ‘add or not to add to my basket’ – plusthey provide a seamless experience to purchase items 29
  30. 30. So how many visitors are using this feature? 30
  31. 31. Short answer? Shitloads.Hundreds of thousandsof saves a day.James Hart, eCommerce Director at ASOS 31
  32. 32. When we started working with Molton Brown their shoppingbasket wasn’t encouraging visitors to proceed to checkout 32
  33. 33. The revised shopping basket aims to encourage visitors to act on their previous decision to add products in to their basket 1 1 Checkout is now the most prominent CTA 2 Dynamic messaging encourages additional purchases 2 3 Delivery costs & timescales are now visible 3 4 Emphasis is drawn to the FREE samples & gift options 5 Ticks are used to demonstrate positive messaging 4 6 Users are discouraged from trying to obtain a promo code 7 Security assurances are provided to increase confidence 8 The call to action provides security assurance 5 6 87 33
  34. 34. How didis Usability and User the What these changes impact Experience?performance of this page?Visitors proceeding to checkoutincreased by 37% 34
  35. 35. Tips to maintaining visitor’s momentum Repeat key proposition messages through the user journey, not just at the initial decision making point Provide customers with a lower level of initial commitment, not just ‘add to basket’ Focus the user on what they are there to do - distractions can be toxic Use colours to draw peoples attention to your key persuasive elements - just being there isnt always enough Use ticks to provide positive, visual affirmation of what the user has done and what benefits they will be getting 35
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  37. 37. ASOS originally used the words create an account in both thecopy and on the call to action for new customers. They alsohad 3 competing calls to action using the same button style 37
  38. 38. ASOS now provide one the most simple, barrier free checkoutpages for new customers – simply asking them to continue 38
  39. 39. How didis Usability and User Experience? What this change in message and call toaction impact the performance of this pageAbandonment RateWas Reduced by 50% 39
  40. 40. AllSaints originally provided new customers with 2 differentoptions at the start of checkout – create an account orcontinue as a guest 40
  41. 41. The redesigned checkout provided new customers with 1option which was to start entering their details, whilst de-emphasising the login facility for returning customers so asnot to distract new visitors 41
  42. 42. How didis Usability and choices for new What this reduction in User Experience?customers affect conversion rate?New customer conversionrate Increased by 18% 42
  43. 43. Tips for reducing choice & improving completion Provide visitors with as few options as possible, just one if they are new customers and you are selling online On key landing pages limit the amount of calls to action to focus on what you want the visitor to do Pay particularly attention (and test) the wording on your calls to action to understand how they impact completion Reduce or even remove text that accompanies primary action buttons as this slows down progress or is often dis-regarded Use ticks to demonstrated benefits that users will get by making the decision to do what you want them to make Aim to create a sense of momentum by allowing visitors to make quick decisions early on within a process of pages/tasks 43
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  45. 45. What is Usability and User Experience? 45
  46. 46. Believe it or not on first viewing, Lings Cars feature a wealthof persuasive techniques to encourage visitors to buy 46
  47. 47. Assuming you can fulfil theservice or goods supplythat you offer, the biggestthing to get right is simplyto emotionalise yourofferingThe irrepressible Ling Valentine (@LINGScars) 47
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  49. 49. It is about gaining trustand then providing away to deliver a 100%digital service, whileremaining personal.The mad as toast Ling Valentine (@LINGScars) 49
  50. 50. Would you trust this woman?! 50
  51. 51. What is Usability and User Experience?In 2011 the value of thecars they leased was over£38million 51
  52. 52. What is Usability and User Experience? See how Lings Cars persuades visitors to buy 52
  53. 53. POLLLing Valentine – creative genius or freak of nature? Creative Genius Freak of Nature Both of the above Ling who? 53
  54. 54. Bella Center in Copenhagen provide a non personableexperience for when visitors are interested in making contact 54
  55. 55. In contrast, through consumer research Manchester Centralhave a clear understanding that for their prospects “peoplebuy people” and therefore provide visibility of who are thekey contacts that potential buyers will be working with 55
  56. 56. You need to bring peopleand emotions to the front.We do business withpeople, the human touchis the way things aremoving towardsA user with a budget looking for a service provider 56
  57. 57. Tips for introducing delighters, personality &humanising your online content People buy people - show visitors who they will be dealing with, not just names, emails and telephone numbers Pay close attention to goal completion pages of your site and provide content which adds value and Look at opportunities in your copy to demonstrate some personality Don’t be afraid to show your human side Use language which resonates with visitors & potential buyers Provide short video case studies & client testimonials to let your customers sell your products & services for you 57
  58. 58. Summary Persuasive design is everywhere (in small bits) Instilling trust is a fundamental technique Avoid the dark arts (see to remain credible & trustworthy Focus on the full customer journey, including the end Combine usability & persuasion for the biggest commercial (and user experience) impact 58
  59. 59. Thank you for your participation - Your questions please Please ask questions and rate this webcast For more Answers to your Digital Marketing Questions use our free community Best wishes for 2013! 59
  60. 60. Connect with me Office: +44 (0)161 228 0585 Mobile: +44 (0)7739 745 126 Email: paulrouke @ Web: usability & conversion best practice PRWDarticles & presentation slides available online 22 Lever Street here: Manchester M1 1EA United Kingdom 60