Conversion Bliss: The Persuasive Design Checklist

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How to use Persuasive Design to improve conversion. This presentation summarizes the key findings from psychology that you need in order to increase the likelihood of converting your customers online. 20 years of research, 11 books turned into a 20 minute presentation!

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Conversion Bliss: The Persuasive Design Checklist

  1. 1. P.B.<br />J.<br />+<br />Beginnings<br />Persuasion<br />Usability<br />Definition<br />What is it?<br />Why bother?<br />Still need help?<br />Persuasive Design<br />Twitter: <br />#persuasivedesign<br />Hire Us<br />Persuasion During Buying Process<br />oops<br />Freudian slip<br />“I want<br />one but…”<br />“What’s that?”<br />“Oh Cool”<br />“Why wouldI want one?”<br />“Is it anygood?”<br />“Conversion”<br />“Is it worththat price?”<br />LikabilityFreeCommitment<br />Scarcity<br />Loss Aversion<br />Ownership<br />Intrigue <br />Endowment<br />Aesthetics<br />Loss Aversion<br />Status Quo<br />Effort<br />FramingAnchoringMimicry<br />NarrativeAchievement<br />ReputationAuthority<br />Social Proof<br />
  2. 2. Vision Science<br />Cognitive Neuroscience<br />PhD: Math in Brain<br />Linguistics<br />PhD Cognitive Science<br />Post Doc at UCLAduring Dot.Com boom<br />John Whalen<br />Professor in Psychology<br />Director, User Experience& Design @ e.magination<br />Usability/<br />Accessibility<br />User<br />Experience<br />OnlineStrategy<br />InformationArchitecture<br />
  3. 3. Baltimore’sLargest<br />DOJ<br />VisualDesign<br />FDA<br />InteractionDesign<br />ContentCreation<br />USDA<br />Since <br />1992<br />Usability/<br />Accessibility<br />InformationArchitecture<br />SampleClients<br />CareFirst<br />About<br />AARP<br />e.magination<br />Ad.com<br />Design<br />Comcast<br />Discovery<br />Delivery<br />Development<br />OnlineStrategy<br />Web Sites<br />User <br />Research<br />Support<br />CMS<br />.NET<br />Custom<br />Apps<br />Intranets<br />MicrosoftSharePoint<br />CustomApps<br />Stakeholder<br />Research<br />CommerceServer<br />eCommerce<br />SystemIntegration<br />Competition<br />Online<br />Facebook<br />iPhone<br />
  4. 4. P.B.<br />J.<br />Beginnings<br />Persuasion<br />Usability<br />Definition<br />Why bother?<br />What is it?<br />Still need help?<br />Same old<br />Same old<br />Persuasive Design<br />Hire Us<br />Persuasion During Buying Process<br />oops<br />Freudian slip<br />“I want<br />one but…”<br />“What’s that?”<br />“Oh Cool”<br />“Why wouldI want one?”<br />“Is it anygood?”<br />“Conversion”<br />“Is it worththat price?”<br />LikabilityFreeCommitment<br />Scarcity<br />Loss Aversion<br />Ownership<br />Intrigue <br />Endowment<br />Aesthetics<br />Loss Aversion<br />Status Quo<br />Effort<br />FramingAnchoringMimicry<br />NarrativeAchievement<br />ReputationAuthority<br />Social Proof<br />
  5. 5. 2000<br />2005<br />2010<br />
  6. 6. I define persuasive technology as any interactive computing system designed to change people’s attitudes or behaviors.<br />
  7. 7. P.B.<br />J.<br />+<br />Beginnings<br />Persuasion<br />Usability<br />Definition<br />What is it?<br />Why bother?<br />Still need help?<br />Same old<br />Same old<br />Persuasive Design<br />Hire Us<br />Persuasion During Buying Process<br />oops<br />Freudian slip<br />“I want<br />one but…”<br />“What’s that?”<br />“Oh Cool”<br />“Why wouldI want one?”<br />“Is it anygood?”<br />“Conversion”<br />“Is it worththat price?”<br />LikabilityFreeCommitment<br />Scarcity<br />Loss Aversion<br />Ownership<br />Intrigue <br />Endowment<br />Aesthetics<br />Loss Aversion<br />Status Quo<br />Effort<br />FramingAnchoringMimicry<br />NarrativeAchievement<br />ReputationAuthority<br />Social Proof<br />
  8. 8. PremiumAccount<br />Registration<br />Membership<br />Effort<br />Time<br />
  9. 9. PremiumAccount<br />Registration<br />Membership<br />Effort<br />Time<br />Reduce effort with Usability<br />
  10. 10. PremiumAccount<br />Registration<br />Membership<br />Effort<br />Conversion!!!<br />Time<br />Add persuasion to motivate effort<br />
  11. 11. AAA / HFI<br />It works – double the funnel<br />
  12. 12. P.B.<br />J.<br />Beginnings<br />Persuasion<br />Usability<br />Definition<br />What is it?<br />Why bother?<br />Still need help?<br />Same old<br />Same old<br />Persuasive Design<br />Hire Us<br />Persuasion During Buying Process<br />oops<br />Freudian slip<br />“I want<br />one but…”<br />“Oh Cool”<br />“Why wouldI want one?”<br />“Is it anygood?”<br />“Conversion”<br />“Is it worththat price?”<br />“What’s that?”<br />Scarcity<br />Loss Aversion<br />Ownership<br />LikabilityFreeCommitment<br />Intrigue <br />Endowment<br />Aesthetics<br />Loss Aversion<br />Status Quo<br />Effort<br />FramingAnchoringMimicry<br />NarrativeAchievement<br />ReputationAuthority<br />Social Proof<br />
  13. 13. Likeability<br />Free<br />Commitment<br />
  14. 14. C<br />B<br />A<br />Likeability<br />Free<br />Commitment<br />
  15. 15. P.B.<br />J.<br />Beginnings<br />Persuasion<br />Usability<br />Definition<br />What is it?<br />Why bother?<br />Still need help?<br />Same old<br />Same old<br />Persuasive Design<br />Hire Us<br />Persuasion During Buying Process<br />oops<br />Freudian slip<br />“I want<br />one but…”<br />“Why wouldI want one?”<br />“Is it anygood?”<br />“Conversion”<br />“Is it worththat price?”<br />“What’s that?”<br />“Oh Cool”<br />Scarcity<br />Loss Aversion<br />Ownership<br />LikabilityFreeCommitment<br />Intrigue <br />Endowment<br />Aesthetics<br />Loss Aversion<br />Status Quo<br />Effort<br />FramingAnchoringMimicry<br />NarrativeAchievement<br />ReputationAuthority<br />Social Proof<br />
  16. 16. Intrigue<br />Endowment<br />Aesthetics<br />
  17. 17. Which <br />works better?<br />Intrigue<br />Endowment<br />Aesthetics<br />
  18. 18. P.B.<br />J.<br />Beginnings<br />Persuasion<br />Usability<br />Definition<br />What is it?<br />Why bother?<br />Still need help?<br />Same old<br />Same old<br />Persuasive Design<br />Hire Us<br />Persuasion During Buying Process<br />oops<br />Freudian slip<br />“I want<br />one but…”<br />“Is it anygood?”<br />“Conversion”<br />“Is it worththat price?”<br />“What’s that?”<br />“Oh Cool”<br />“Why wouldI want one?”<br />Scarcity<br />Loss Aversion<br />Ownership<br />LikabilityFreeCommitment<br />Intrigue <br />Endowment<br />Aesthetics<br />Loss Aversion<br />Status Quo<br />Effort<br />FramingAnchoringMimicry<br />NarrativeAchievement<br />ReputationAuthority<br />Social Proof<br />
  19. 19. Narrative<br />Achievement<br />
  20. 20. Barbeque by the pool<br />Narrative<br />Achievement<br />
  21. 21. Narrative<br />Achievement<br />
  22. 22. Where’s the barbeque?<br />Narrative<br />Achievement<br />
  23. 23. P.B.<br />J.<br />Beginnings<br />Persuasion<br />Usability<br />Definition<br />What is it?<br />Why bother?<br />Still need help?<br />Same old<br />Same old<br />Persuasive Design<br />Hire Us<br />Persuasion During Buying Process<br />oops<br />Freudian slip<br />“I want<br />one but…”<br />“Why wouldI want one?”<br />“Conversion”<br />“Is it worththat price?”<br />“What’s that?”<br />“Oh Cool”<br />“Is it anygood?”<br />Scarcity<br />Loss Aversion<br />Ownership<br />LikabilityFreeCommitment<br />Intrigue <br />Endowment<br />Aesthetics<br />Loss Aversion<br />Status Quo<br />Effort<br />FramingAnchoringMimicry<br />NarrativeAchievement<br />ReputationAuthority<br />Social Proof<br />
  24. 24. B ???<br />C<br />A<br />Reputation<br />Authority<br />Social Proof<br />
  25. 25. P.B.<br />J.<br />Beginnings<br />Persuasion<br />Usability<br />Definition<br />What is it?<br />Why bother?<br />Still need help?<br />Same old<br />Same old<br />Persuasive Design<br />Hire Us<br />Persuasion During Buying Process<br />oops<br />Freudian slip<br />“I want<br />one but…”<br />“Why wouldI want one?”<br />“Conversion”<br />“What’s that?”<br />“Oh Cool”<br />“Is it anygood?”<br />“Is it worththat price?”<br />Scarcity<br />Loss Aversion<br />Ownership<br />LikabilityFreeCommitment<br />Intrigue <br />Endowment<br />Aesthetics<br />Loss Aversion<br />Status Quo<br />Effort<br />FramingAnchoringMimicry<br />NarrativeAchievement<br />ReputationAuthority<br />Social Proof<br />
  26. 26. B<br />A<br />C ???<br />Framing<br />Anchoring<br />Mimicry<br />
  27. 27. P.B.<br />J.<br />Beginnings<br />Persuasion<br />Usability<br />Definition<br />What is it?<br />Why bother?<br />Still need help?<br />Same old<br />Same old<br />Persuasive Design<br />Hire Us<br />Persuasion During Buying Process<br />oops<br />Freudian slip<br />“Why wouldI want one?”<br />“Conversion”<br />“What’s that?”<br />“Oh Cool”<br />“Is it anygood?”<br />“Is it worththat price?”<br />“I want<br />one but…”<br />Scarcity<br />Loss Aversion<br />Ownership<br />LikabilityFreeCommitment<br />Intrigue <br />Endowment<br />Aesthetics<br />Loss Aversion<br />Status Quo<br />Effort<br />FramingAnchoringMimicry<br />NarrativeAchievement<br />ReputationAuthority<br />Social Proof<br />
  28. 28. A<br />B<br />C<br />Loss Aversion<br />Status Quo<br />Effort<br />
  29. 29. A<br />A<br />A<br />Loss Aversion<br />Status Quo<br />Effort<br />
  30. 30. B<br />C<br />C<br />Loss Aversion<br />Status Quo<br />Effort<br />
  31. 31. P.B.<br />J.<br />Beginnings<br />Persuasion<br />Usability<br />Definition<br />What is it?<br />Why bother?<br />Still need help?<br />Same old<br />Same old<br />Persuasive Design<br />Hire Us<br />Persuasion During Buying Process<br />oops<br />Freudian slip<br />“Why wouldI want one?”<br />“What’s that?”<br />“Oh Cool”<br />“Is it anygood?”<br />“Is it worththat price?”<br />“I want<br />one but…”<br />“Conversion”<br />LikabilityFreeCommitment<br />Scarcity<br />Loss Aversion<br />Ownership<br />Intrigue <br />Endowment<br />Aesthetics<br />Loss Aversion<br />Status Quo<br />Effort<br />FramingAnchoringMimicry<br />NarrativeAchievement<br />ReputationAuthority<br />Social Proof<br />
  32. 32. C<br />A & B<br />Scarcity<br />Loss Aversion<br />Ownership<br />
  33. 33. Phew !!!<br />
  34. 34. P.B.<br />J.<br />Beginnings<br />Persuasion<br />Usability<br />Definition<br />What is it?<br />Why bother?<br />Still need help?<br />Same old<br />Same old<br />Persuasive Design<br />Hire Us<br />Persuasion During Buying Process<br />oops<br />Freudian slip<br />“Why wouldI want one?”<br />“Conversion”<br />“What’s that?”<br />“Oh Cool”<br />“Is it anygood?”<br />“Is it worththat price?”<br />“I want<br />one but…”<br />Scarcity<br />Loss Aversion<br />Ownership<br />LikabilityFreeCommitment<br />Intrigue <br />Endowment<br />Aesthetics<br />Loss Aversion<br />Status Quo<br />Effort<br />FramingAnchoringMimicry<br />NarrativeAchievement<br />ReputationAuthority<br />Social Proof<br />
  35. 35. Persuasive Design<br />slideshare.net/emagination<br />Twitter: #persuasivedesign<br />Thank You<br />John Whalen<br />e.magination<br />emagination.com<br />john.whalen@emagination.com<br />@emagination<br />@johnwhalen<br />240-281-0764<br />
  36. 36. Likeability – capture them with visuals<br />Free – give something away to ask for return favor<br />Commitment – ask for small commitment to build bigger ones<br />Intrigue – gradually reveal information – make me look<br />Endowment – if I’ve worked harder its more valuable to me<br />Aesthetics – more aesthetically pleasing feels more usable<br />Narrative – tell me a story about how this fits my life<br />Achievement – show me that I've made an accomplishment<br />Reputation – the brand’s reputation counts<br />Authority – official recognition important <br />Social Proof – if everyone else is buying one…<br />Loss Aversion – how do I know I’m not going to lose on the deal?<br />Status Quo – must overcome how things are today w/ shopper<br />Effort – how hard is it to check out?<br />Scarcity – if I might not be able to get one I want it more<br />Loss Aversion – don’t want to lose out on the deal<br />Ownership – let me be in control during the buying process<br />
  37. 37. Likeability – capture them with visuals<br />Free – give something away to ask for return favor<br />Commitment – ask for small commitment to build bigger ones<br />Intrigue – gradually reveal information – make me look<br />Endowment – if I’ve worked harder its more valuable to me<br />Aesthetics – more aesthetically pleasing feels more usable<br />Narrative – tell me a story about how this fits my life<br />Achievement – show me that I've made an accomplishment<br />Reputation – the brand’s reputation counts<br />Authority – official recognition important <br />Social Proof – if everyone else is buying one…<br />Loss Aversion – how do I know I’m not going to lose on the deal?<br />Status Quo – must overcome how things are today w/ shopper<br />Effort – how hard is it to check out?<br />Scarcity – if I might not be able to get one I want it more<br />Loss Aversion – don’t want to lose out on the deal<br />Ownership – let me be in control during the buying process<br />
  38. 38. Likeability – capture them with visuals<br />Free – give something away to ask for return favor<br />Commitment – ask for small commitment to build bigger ones<br />Intrigue – gradually reveal information – make me look<br />Endowment – if I’ve worked harder its more valuable to me<br />Aesthetics – more aesthetically pleasing feels more usable<br />Narrative – tell me a story about how this fits my life<br />Achievement – show me that I've made an accomplishment<br />Reputation – the brand’s reputation counts<br />Authority – official recognition important <br />Social Proof – if everyone else is buying one…<br />Loss Aversion – how do I know I’m not going to lose on the deal?<br />Status Quo – must overcome how things are today w/ shopper<br />Effort – how hard is it to check out?<br />Scarcity – if I might not be able to get one I want it more<br />Loss Aversion – don’t want to lose out on the deal<br />Ownership – let me be in control during the buying process<br />
  39. 39. Likeability – capture them with visuals<br />Free – give something away to ask for return favor<br />Commitment – ask for small commitment to build bigger ones<br />Intrigue – gradually reveal information – make me look<br />Endowment – if I’ve worked harder its more valuable to me<br />Aesthetics – more aesthetically pleasing feels more usable<br />Narrative – tell me a story about how this fits my life<br />Achievement – show me that I've made an accomplishment<br />Reputation – the brand’s reputation counts<br />Authority – official recognition important <br />Social Proof – if everyone else is buying one…<br />Loss Aversion – how do I know I’m not going to lose on the deal?<br />Status Quo – must overcome how things are today w/ shopper<br />Effort – how hard is it to check out?<br />Scarcity – if I might not be able to get one I want it more<br />Loss Aversion – don’t want to lose out on the deal<br />Ownership – let me be in control during the buying process<br />
  40. 40. Likeability – capture them with visuals<br />Free – give something away to ask for return favor<br />Commitment – ask for small commitment to build bigger ones<br />Intrigue – gradually reveal information – make me look<br />Endowment – if I’ve worked harder its more valuable to me<br />Aesthetics – more aesthetically pleasing feels more usable<br />Narrative – tell me a story about how this fits my life<br />Achievement – show me that I've made an accomplishment<br />Reputation – the brand’s reputation counts<br />Authority – official recognition important <br />Social Proof – if everyone else is buying one…<br />Loss Aversion – how do I know I’m not going to lose on the deal?<br />Status Quo – must overcome how things are today w/ shopper<br />Effort – how hard is it to check out?<br />Scarcity – if I might not be able to get one I want it more<br />Loss Aversion – don’t want to lose out on the deal<br />Ownership – let me be in control during the buying process<br />
  41. 41. Likeability – capture them with visuals<br />Free – give something away to ask for return favor<br />Commitment – ask for small commitment to build bigger ones<br />Intrigue – gradually reveal information – make me look<br />Endowment – if I’ve worked harder its more valuable to me<br />Aesthetics – more aesthetically pleasing feels more usable<br />Narrative – tell me a story about how this fits my life<br />Achievement – show me that I've made an accomplishment<br />Reputation – the brand’s reputation counts<br />Authority – official recognition important <br />Social Proof – if everyone else is buying one…<br />Loss Aversion – how do I know I’m not going to lose on the deal?<br />Status Quo – must overcome how things are today w/ shopper<br />Effort – how hard is it to check out?<br />Scarcity – if I might not be able to get one I want it more<br />Loss Aversion – don’t want to lose out on the deal<br />Ownership – let me be in control during the buying process<br />
  42. 42. Likeability – capture them with visuals<br />Free – give something away to ask for return favor<br />Commitment – ask for small commitment to build bigger ones<br />Intrigue – gradually reveal information – make me look<br />Endowment – if I’ve worked harder its more valuable to me<br />Aesthetics – more aesthetically pleasing feels more usable<br />Narrative – tell me a story about how this fits my life<br />Achievement – show me that I've made an accomplishment<br />Reputation – the brand’s reputation counts<br />Authority – official recognition important <br />Social Proof – if everyone else is buying one…<br />Loss Aversion – how do I know I’m not going to lose on the deal?<br />Status Quo – must overcome how things are today w/ shopper<br />Effort – how hard is it to check out?<br />Scarcity – if I might not be able to get one I want it more<br />Loss Aversion – don’t want to lose out on the deal<br />Ownership – let me be in control during the buying process<br />
  43. 43. Likeability – capture them with visuals<br />Free – give something away to ask for return favor<br />Commitment – ask for small commitment to build bigger ones<br />Intrigue – gradually reveal information – make me look<br />Endowment – if I’ve worked harder its more valuable to me<br />Aesthetics – more aesthetically pleasing feels more usable<br />Narrative – tell me a story about how this fits my life<br />Achievement – show me that I've made an accomplishment<br />Reputation – the brand’s reputation counts<br />Authority – official recognition important <br />Social Proof – if everyone else is buying one…<br />Loss Aversion – how do I know I’m not going to lose on the deal?<br />Status Quo – must overcome how things are today w/ shopper<br />Effort – how hard is it to check out?<br />Scarcity – if I might not be able to get one I want it more<br />Loss Aversion – don’t want to lose out on the deal<br />Ownership – let me be in control during the buying process<br />

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