The document discusses the principles of persuasive web design, emphasizing the importance of understanding users' psychological needs and building trust through transparency and storytelling. It highlights six tools of persuasion, including creating scarcity, empowering users, and engaging with social proof. The key takeaway is that successful design should encourage genuine user actions without manipulation, focusing on clear communication and creating a compelling user experience.

1. Converting Visitors
Through Persuasive Design
boagworld.com

2. Applying psychology to the web

3. Never try and trick users
It leads to anger and buyers remorse

4. Nudge users
Towards doing what they want to do now and with you.

5. Survival Mode

7. Understand the
need you are
fulfilling
PHYSIOLOGICAL: SEX

8. SAFETY
Understand the
need you are
fulfilling

9. BELONGING
Understand the
need you are
fulfilling

10. ESTEEM
Understand the
need you are
fulfilling

11. SELF ACTUALISATION
Understand the
need you are
fulfilling

12. Six tools of persuasion

13. Create a sense of scarcity
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14. Use the fear of missing out
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15. Make the user feel empowered
69% of consumers say that they feel really good
about both the company and themselves when
they are able to answer a question or solve a
problem related to that company on their own.
Millennials: Customer, Serve Thy Self

16. Give your user a sense of certainty

17. Work with user apathy

18. Frame your offering

19. Building trust online

20. Building trust with social proof
Reviews, testimonials, ratings, celebrity, social media, video.

21. Tell stories
About customers, the experience, your people, your company.

22. Be human
Show your people, admit mistakes, speak like a human.

23. Be available
Phone, email, live chat, social media.

24. Be direct
Don’t avoid the questions you don’t want to answer.

25. Engage in discussion
Social Media, Review Sites, Blogs

26. Be professional
Design, Copy, Photography, Speed, Mobile.

27. Remove risk

28. Writing persuasive copy

29. Craft headlines
https://coschedule.com/headline-analyzer

30. Put credibility before hype
When you find out what these kids
are jumping into your jaw will drop!

31. Don’t treat the reader like an idiot

32. Use language that encourages action
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33. Capitalise on types that make the click

34. Questions
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35. Lists
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36. How to’s
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37. Make it emotional and powerful
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38. Striking a tricky balance

39. Focus on Benefits?

40. But does it explain what Skype does?

41. Balancing features and benefits

42. Your agenda or customer tasks?

43. Concise vs Compelling

44. Learning to write like a human
and not corporate bot 2000

45. Add personality
http://voicenandtone.com

46. Address your audience personally
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47. Read out loud to another human

48. Designing better calls to action

49. Add actions to every page

51. A small number of distinct actions

52. Think about how you position actions

53. Forget the fold

54. Make use of imagery

55. Use negative space

56. Consider using an alternative colour

57. Carefully add animation

58. Make it big, make it bold

59. Remove distractions
Remove, hide, shrink

60. Iterate, iterate, iterate

61. Final thoughts
— Tricking people is a false economy.
— Persuade them to take action now.
— Persuade them to take action with you.
— Persuasive design is about visual design,
copywriting and calls to action.
— Focus on building trust.
— Get to know your users.

62. boag.world/persuade