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As presented at the Conversion Summit in Frankfurt 2012.
A comparative evaluation of 6 top US retail websites and the persuasive design elements used. Commented version.
Ole Gregersen 2012

As presented at the Conversion Summit in Frankfurt 2012.
A comparative evaluation of 6 top US retail websites and the persuasive design elements used. Commented version.
Ole Gregersen 2012

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Motivational Index

  1. 1. MOTIVATIONAL INDEX Ole Gregersen Really experienced Senior UX-consultant(The one the others call) Lecturer IT-Universitetet ConversionSummit - 6th of September 2012 “Know this before your employees” - Ole Gregersen
  2. 2. COMMENTED VERSION Be sure to check comments in each slide  /Ole Gregersen
  3. 3. Persuasion Context
  4. 4. It’s a snapshot – a comparison • Which persuasive elements are used? • Whats common, whats specific? • What does it teach us?
  5. 5. CREATION 6 websites, 6 principles, 100+ screenshots 1. Walmart 1. Social proof 2. Amazon 2. Authority (trust) 3. Dell 3. Scarcity (urgency 4. Office Depot 4. Commitment, consistency 5. Best Buy 5. Reciprocity (or something similar) 6. Staples 6. Liking
  6. 6. Motivational Index Walmart Dell Office Depot Staples Amazon Best Buy Social Proof Authority Scarcity Commitment Reciprocity Liking
  7. 7. 1. SOCIAL PROOF
  8. 8. Social proof
  9. 9. Social proof AND trust
  10. 10. The Motivational Index Amazon Dell Office Best Buy Walmart Staples depet Social Proof X * X * X X Authority Scarcity Commitment Reciprocity Liking
  11. 11. 2. COMMITMENT, CONSISTENCY
  12. 12. Commitment consistency
  13. 13. 3. RECIPROCITY
  14. 14. Reciprocity • But the other way round?
  15. 15. 4. SCARCITY
  16. 16. Scarcity
  17. 17. 5. AUTHORITY
  18. 18. Authority (trust)
  19. 19. 6. LIKING
  20. 20. Liking
  21. 21. OBSERVATIONS
  22. 22. Best Buy Form
  23. 23. The Motivational Index Amazon Dell Office Best Buy Walmart Staples depet Social Proof X * X * X X Authority X X * X * Scarcity X X * * * * Commitment X * * * X * Reciprocity * * * * * Liking * X X Index 4.5 4 4 4 3 2.5 • Social Proof - driven by Amazon, Facebook, Google • Big brands use authority different – they are authority • Commitment strategies growing • ‘Liking’ more relevant for smaller businesses?
  24. 24. Opportunities, potential
  25. 25. Maturity
  26. 26. Yours and my CONCLUSIONS? • A glimpse of creativity, a lot of highway • Persuade the user ALL the way • Still low personalization/segmentation • Lots of opportunity for new persuasive elements! • Lots of new usage data • Lots of new customers 
  27. 27. Thank you… • www.oleg.dk - My Danish website + blog • LinkedIn: www.linkedin.com/OleGregersenOle • Tweets - @OlegUsability

Editor's Notes

  • OleGregersen © 2012www.oleg.dk
  • Layers of the user experience. Both from a historic view, from a maturity view and from a design view, the user experience is layered, with more and more specialized and emotional aspects involved.Some call the bottom layers “can do” because they are about giving the user an efficient experience – the top layers are will do, because they are targeted user motivation (at least in an e-commerce context).This presentation is in the context of the will do part.
  • Websites chosen from top 50 online retailers in the us. The 6 weapons of influence are used as an overall framework, as themes, rather than used as precise measures.
  • The index is a matrix with two axis. Websites and influential principles inserted.
  • Here are the examples one principle at the time.
  • Social proof 1: Stars and rating are common now, but some websites add more layers to the data, adding aggregated data like stats.
  • Social proof, trust, maybe liking at play here at Walmart.Layers of social proof getting other users not just to approve product, but also to approve reviews and establish credibility.
  • Other types of social proof is top lists, lists of what other users bought and Amazons famed Others users that bought that product, also bought.
  • The index is populated by inserting big and small stars. There are relative measures, based of an understanding of how advanced the implementation is.Typically a small star means that the websites uses this principle, but only on one dimensions – say like using stars and reviews – where a big cross means that websites use the principle on several dimensions.
  • Commitment is very exciting, because its about the user doing that micro conversion, that little interaction that says: I approve and Im interested.Typical elements are wish lists, save for later feature, social media likes and ’favourites’.Each trigger a little handshake with the website and users could feel committed to come back later.
  • This is a exchange of value between the user and the website. If the user does something extra, she will be rewarded with added value.Even though this is just an old marketing tool, websites “buy” user interactions through this method. And they are valuable, they are micro-conversions and they must have some subconscious effect.
  • Another well known marketing tool. Something that always seems to work. The interesting thing is to discover new uses of these tools.Powerful control over data, allows more use of this, since it takes (either lying) some strength to add this data on a product level.
  • This is not “pure” authority, more like trust or credibility. But still its interesting to see which websites use logos of other well-known companies or specialized trust-brands.Trust rubs of the big logos, which is why small websites uses this a lot. This type of explicit trust could work as authority, motivating some users to choose this website over websites without these logos.
  • According the Robert Cialdini, Liking is about a decision bias towards people we like or that look good.I find it interesting to look at how websites use images of humans. We se 4 ways: No use of images, use of stockphoto people, photos of employees and photos of real users, even users that have uploaded their own picture. The discussion of how your website should use photos is ever relevant, including comparing your website appearance to the one of your competitors.
  • Amazon makes this combo, a review, with stars, but also a real person for liking, heavy user commitment and more social proof in the sense this person might be a little like you.Facebookification? This woman uploaded not only a written review, but also a picture of her wearing shoes bought via the Amazon website.There are many layers of persuasive data here, and it works as a great invitation to other users. This is an example of how the weapons of influence can be combined and how many so many layers of influence and data can be added to the product, which seems almost to disappear here.
  • An interesting discussion that you can have in your webteam, is how persuasive web elements can be used all the way from when the user arrives to the user leaves.This is form on the way to purchase. Can more elements be used here? There's is no way to save for later for instance.How about social proof? Testing can reveal what elements have an impact at this crucial stage, where many users leave.
  • This is the index, using the websites for his presentation. Each line relates to the websites on it, not to other lines. You can add your own website and compare (contact me I will tell you how: web@oleg.dk) – but for these websites we can ask how they differ and what elements they might want to look into.The score is also relative, but says something about on how many levels these websites take advantage of the potential in these well-research and proven principles.
  • I also see this as a discussion of maturity. Are the website communicating to its users using these layers?If not, there is a potential. And this potential might be different for each marketing channel.
  • In the range of maturity, some websites don’t use any persuasive tools others use them a lot. This example is from Booking.com, which has clearly made a different approach, to differentiate them from other websites on a very competitive stage.I called this the pornofication of the online travel industry, but it’s a rather vivid example of possibilities.
  • Regardinginternalmaturitydevelopment , there is much to belearned from usingpersiasuve design elements. Many of themareinteractive elements and serve as microconversions.This gives insightsintouserpath to conversion, just liketheycanbeused to describevalue of interaction.This data canbe fed back to the segmentation on the website, making the idea of persuasivesegmentationpossible.So in the future, wecan look at howuserinteractionstellsuswhichpersuasive elements works with whichusertype.
  • Those were my thoughts and slides. If you found it interesting I like to develop the idea further. So don’t hesitate to contact me web@oleg.dkwww.oleg.dkThank you.Ole Gregersen© 2012
  • Ole Gregersen 2012
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