UPA Arizona Presentation: Designing web content to engage customers and increase conversion

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A bit more of the .... continually evolving series of talks ... reflecting my current thinking/practice on persuasive/empathetic design research methods and design strategies ...

This talk was designed for practitioners with UX interview experience and presupposes a psychology/motivation background.

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UPA Arizona Presentation: Designing web content to engage customers and increase conversion

  1. 1. The science of persuasive design Designing  web  content  to   engage  customers  and  increase  conversion Kath  Straub Usability.org Arizona
  2. 2. Many others contributed to and cajoled toward this thinking .... Mona  Patel       Eric  Schaffer Diana  Nelson David  Mahaffey Spencer  Gerrol                                               ...  and  a  large  cast  of  many  others  at  various  talks,                 conferences,  meeDngs  and  in  various  pubs               including  (if  Dean  wasn’t  kidding)  later  tonight
  3. 3. About  me.  2  facts. I  got  married  in  Vegas (but  not  by  Elvis.) I’m  really  quite  shy.
  4. 4. Consumer information ecosystem circa 2000 Friends Domain   and  Family Professionals (Bricks  and  mortar) Media Internet
  5. 5. Website credibility circa 2000 Credibility  Killers Quick  response  to  quesDons Slow  download Physical  address Has  ads   Contact  informaDon Typos Recently  updated Broken  links Professionally  designed . Arrangement  makes  sense . . Hard  to  navigate . Has  popup  ads .   No  updates Has  ads  that  match  the  topic . Requires  you  to  register Hard  to  tell  ads  from  content Credibility  Enhancers Fogg,  et.  al.,  2000
  6. 6. Website credibility circa 2000 Credibility  Killers Technology Focus Credibility  Enhancers
  7. 7. Early evolution of information consumers Quick  response  to  quesDons Design  look Physical  address InformaDon  structure Contact  informaDon . Recently  updated . Professionally  designed Usefulness  of  informaDon Arrangement  makes  sense . . FuncDonality . Customer  Service .   IdenDty  of  sponsor Has  ads  that  match  the  topic . Requires  you  to  register Readability AffiliaDons 2002 2004 Fogg,  et.  al.,  2003 Credibility  Enhancers
  8. 8. Early evolution of information consumers Quick  response  to  quesDons Design  look Physical  address InformaDon  structure Contact  informaDon . Recently  updated . Usability Focus Professionally  designed Arrangement  makes  sense Usefullness  of  informaDon . . FuncDonality . Customer  Service .   IdenDty  of  sponsor Has  ads  that  match  the  topic . Requires  you  to  register Readability AfilliaDons 2002 2004 Credibility  Enhancers
  9. 9. Consumers use different cues than professionals (2003) Name/AffiliaDon Design  look InformaDon  source InformaDon  focus Business  moDve InformaDon  design InformaDon  focus AdverDsing AdverDsing 3 Company  moDve Design  look 1 ReputaDon/AffiliaDon InformaDon  bias InformaDon  bias InformaDon  design InformaDon  accuracy WriDng  tone WriDng  tone InformaDon  Accuracy 2 InformaDon  source Professionals Non-­‐professionals Fogg,  et.  al.,  2003 Credibility  Enhancers
  10. 10. Consumers cues converge toward professional’s (2007) Name/AffiliaDon Site  reputaDon InformaDon  source Source  reputaDon Business  moDve Content  quality InformaDon  focus Content  accuracy AdverDsing Content  usefulness Design  look InformaDon  bias InformaDon  design WriDng  tone InformaDon  Accuracy Professionals Non-­‐professionals Crawford  &  Straub,  (2008) Credibility  Enhancers
  11. 11. Consumers cues converge toward professional’s (2007) Content Focus Crawford  &  Straub,  (2008) Credibility  Enhancers
  12. 12. 1.  Consumers  have  become   more  sophisDcated 2.  Design  is  now  about CONTENT
  13. 13. Consumer information ecosystem circa 2000 Friends Domain   and  Family Professionals (Bricks  and  mortar) Media Internet
  14. 14. Consumer information ecosystem circa 2003 Friends Domain   and  Family Professionals (Bricks  and  mortar) Media Internet
  15. 15. Consumer information ecosystem circa 2009 Friends Domain   and  Family Professionals (Bricks  and  mortar) Media Internet consumer information ecosystem
  16. 16. 17
  17. 17. The  internet  is  your  first   (and  possibly  last)  chance   to  engage  a  new  customer...
  18. 18. Modified belief  or  behavior ===  Website  === Exis*ng Motivation belief  or  behavior
  19. 19. How  good  is  your    pickup  line? engage  
  20. 20. Modified belief  or  behavior Commitment barrier Commitment barrier Commitment Commitment barrier barrier Commitment barrier Commitment barrier ===  Website  === Exis*ng Motivation belief  or  behavior
  21. 21. How  good  is  your    small  talk? persuade  
  22. 22. EMPATHY
  23. 23. Modified belief  or  behavior Commitment barrier Commitment barrier Commitment Commitment barrier barrier Commitment barrier Commitment barrier ===  Website  === Exis*ng Motivation Increase belief  or  behavior MoDvaDon
  24. 24. To  make  content  persuasive.... Modified belief  or  behavior Commitment barrier Reduce/remove Commitment Commitment barrier Commitment                            barriers barrier barrier Commitment barrier Reducing/removing   Commitment barrier barriers  is  another. ===  Website  === Exis*ng Increase Motivation belief  or  behavior MoDvaDon
  25. 25. How  good  is  your    ability  to  respond   to  my  pain empatheDcally?   convert
  26. 26. Persuasive  content  design  is  a  2  step  process 1.  Learn  your  user’s  moDvaDons  and  barriers  to  commitment   2.  Apply  social  psych  principles  of  influence  to  amplify                moDvaDons  and  reduce/remove  barriers
  27. 27. Good  grief, what  does  empatheDc  content  look  like?
  28. 28. Trust  markers • Health  informa6on  consumer  today  use  the  trust/credibility  markers   that  health  experts  used  in  2002. • SItes  are  more  credible  if  the  first  confirm  something  that  the   informa6on  seeker  already  knows. • Content  quality  and  characteris6cs  are  increasingly  important  for  in6al   Content trust  and  driving  repeat  visits. Self-­‐reported  behaviors • Health  informa6on  consumers  are  looking  for  convenient,   comprehensive  that  can  be  perused  privately.   • They  read  more  than  they  interact.   Credibility  &  Trust
  29. 29. Credibility & trust for consumer seekers 2000 Technology 2002 Usability 2008 Content Technology mediated conversation & Social networking Content level usability Computer-mediated empathy
  30. 30. Ideal diagnostician (and salesman) behaviors Confident, Positive Empathetic Attentive (Humane) Comprehensive Plain English (Forthright) Collaborative (Respectful) Conscientious (Thorough) Bendapudi,, et al, 2006
  31. 31. Modified belief  or  behavior Exis*ng belief  or  behavior
  32. 32. PERSUASIVE  DESIGN  INTERVIEWS      1.  Are  about  topics  not  tasks      2.  Are  (guided)  free  form      3.  Take  longer        4.  Typically  require  some  laddering* You  .... •  listen  for  moDvaDons  and  barriers  to  commitment •  watch  for  body  language  /  fidgeDng  that  indicates  emoDonal   change *Having  some  therapeuDc  training  helps
  33. 33. Usability  tesDng wants  this  level   of  descripDon What  I  am  doing Most  people  are   comfortable   here How  is  it  working What  I  am  feeling          EmpatheDc  content   interviews  need  to  tap   into  this
  34. 34. Ask  3  Dmes I  want  to  lose  some  weight I  want  to  loose  some  weight  so  I  can coach  my  daughters  soccer  team.... Afraid of Genetics I  want  to  loose  weight  because  my   father  died  of  a  heart  adack  at  45.
  35. 35. PERSUASIVE  CONTENT  DESIGN Ψ                                applies  the  social  psychology  of  influence  to                    amplify  moDvaDons  and  reduce/remove  barriers
  36. 36. Influence  v.  Decision  Architecture Ψ  
  37. 37. Stages  of  Influence !""#$% &'(#)*+,-% .*-//)*-% Allow – make it available Encourage – architect the decision space (to favor the organization) Pressure – Engage emotions or reflexes to tip the decision (Ethics!)
  38. 38. allow-­‐  provide  a   consistent  story
  39. 39. encourage  -­‐  tap  into   loss  aversion
  40. 40. !"#$%&'()* Heuristics (Loss Aversion) Social Proof (People like me) ?Extrinsic Reward 41
  41. 41. pressure  -­‐  trigger  automaDc  responses   @  the  psychology  level
  42. 42. Ψ   INFLUENCE !""#$% &'(#)*+,-% .*-//)*-% Reciprocity “Feel Good” Social Proof (People like me) ?Extrinsic Reward Social Learning Heuristics (Loss Aversion) Dissonance  (Ini6a6on) ?Extrinsic Reward Conformity Compliance
  43. 43. Measuring  Persuasion
  44. 44. QuesDons?
  45. 45. Kath  Straub kath@usability.org kas kstraub kstraub researchdrivebys.usability.org

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