The document discusses developing a more persuasive website by understanding website visitors' goals and needs. It emphasizes removing friction from the user experience to build momentum and encourage actions like purchases. Personas and scenarios are presented as tools to model buyer behavior and identify opportunities to better persuade different visitor types. Testing perspectives and solutions is recommended to achieve the most effective experience.

1. Develop a More Persuasive
Website
(When “ease of use” is not
your only concern)
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2. © 1998 - 2007 Future Now, Inc.

3. © 1998 - 2007 Future Now, Inc.

4. © 1998 - 2007 Future Now, Inc.

5. Ask
Different
Questions
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6. Ask
Different
Questions
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7. Hierarchy of Optimization
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8. Hierarchy of Optimization
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9. Hierarchy of Optimization
Does it do what I need?
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10. Hierarchy of Optimization
Can everyone access it?
Does it do what I need?
© 1998 - 2007 Future Now, Inc.

11. Hierarchy of Optimization
Is it “user” friendly?
Can everyone access it?
Does it do what I need?
© 1998 - 2007 Future Now, Inc.

12. Hierarchy of Optimization
Does it feel natural and doesn’t “make me
think?”
Is it “user” friendly?
Can everyone access it?
Does it do what I need?
© 1998 - 2007 Future Now, Inc.

13. Hierarchy of Optimization
Do people really want and understand what
they are buying?
Does it feel natural and doesn’t “make me
think?”
Is it “user” friendly?
Can everyone access it?
Does it do what I need?
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14. Father of Modern Usability
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15. Father of Modern Usability
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16. Father of Modern Usability
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17. Industrial Science is Production Focused
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18. Business Science is People Focused
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19. © 1998 - 2007 Future Now, Inc.

20. Where They “Fall” Out
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21. Where They “Fall” Out
97.6%?
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22. Gravity?
quot;You create the
system your visitor
must navigate.
People don't cause
defects, systems
do.quot;
- W. Edwards
Deming
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23. Overcoming Sales Friction 1.0
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24. If It’s Not About Removing Friction
For you to achieve your goals,
your visitors must achieve
their goals first.
Visitors are only concerned with
how they want to buy and to what
is relevant to them.
© 1998 - 2007 Future Now, Inc.

25. If It’s Not About Removing Friction
For you to achieve your goals,
your visitors must achieve
their goals first.
Visitors are only concerned with
how they want to buy and to what
is relevant to them.
© 1998 - 2007 Future Now, Inc.

26. So It’s About Momentum
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27. So It’s About Momentum
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28. So It’s About Momentum
Does your site
stink?
Maybe it should...
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29. Google On Relevance
quot;We provide strong
SCENT so users don't
lose time...quot;
Krishna Bharat, senior
-
research scientist at Google
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30. Google On Relevance
quot;We provide strong
SCENT so users don't
lose time...quot;
Krishna Bharat, senior
-
research scientist at Google
© 1998 - 2006 Future Now, Inc.

31. No Scent? Momentum is Lost
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32. No Scent? Momentum is Lost
1 Page
9.52%
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33. No Scent? Momentum is Lost
1 Page
9.52%
2 Pages
54.60%
© 1998 - 2007 Future Now, Inc.

34. No Scent? Momentum is Lost
1 Page
9.52%
3 Pages 2 Pages
16.56% 54.60%
© 1998 - 2007 Future Now, Inc.

35. No Scent? Momentum is Lost
1 Page
4 or more
9.52%
19.32%
3 Pages 2 Pages
16.56% 54.60%
© 1998 - 2007 Future Now, Inc.

36. Blueprint For Persuasive Momentum
1) Who are we trying to persuade to
take the action?
2) What is the action we want
someone to take? (Macro vs.
Micro)
3) What does that person need in
order to feel confident taking that
action?
© 1998 - 2007 Future Now, Inc.

37. I. Who Are We Trying To Persuade?
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38. I. Who Are We Trying To Persuade?
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39. How We “Buy”
Logic Emotion
Competitive Spontaneous
Fast
Methodical Humanistic
Slow
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40. Buyer’s Behavior & Modeling
quot;Online retailers who go
beyond using traditional
Web analytics data to truly
understand their customers'
intentions, perceptions and
concerns will be rewarded
with higher conversion ratesquot;
eMarketer Senior Analyst
Jeffrey Grau
© 1998 - 2007 Future Now, Inc.

41. Buyer’s Behavior & Modeling
quot;Online retailers who go
beyond using traditional
Web analytics data to truly
understand their customers'
intentions, perceptions and
concerns will be rewarded
with higher conversion ratesquot;
eMarketer Senior Analyst
Jeffrey Grau
© 1998 - 2007 Future Now, Inc.

42. PA Personas Build Predictive Models
Topology – how does the company’s

marketplace define their business
and how do competitors and clients
behave?
Psychographics – what does the

persona do psychologically as part of
their buying decision process?
Demographics – what are the

persona’s attributes and behavioral
background?
© 1998 - 2006 Future Now, Inc.

43. © 1998 - 2007 Future Now, Inc.

44. Vidá Blue
 Thank goodness we live in a country
where the sky is the limit, the stores are
open late, and you can shop in bed. I
don’t want a hassle. This is supposed to
be fun. Now tell me why I should tell
my husband to buy this one?
 Archetype: Spontaneous (fast & emotional)
 Stage in Buying Process: late stage
© 1998 - 2007 Future Now, Inc.

45. Persuasion Scenario Analysis
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46. Persuasion Scenario Analysis
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47. $25M or $68K Daily Opportunity Cost
33% reduction in
abandonment
I asked Future Now to do a study of our web site.... found
something we had to fix immediately.... We fixed it that
night, and saw an immediate 5% lift in our sales.
- Patrick Byrne, CEO of Overstock.com
© 1998 - 2007 Future Now, Inc.

48. Michael Matters
 I’ve been looking for a DVD player and
everyone keeps trying to sell me things I
don’t care about. Just give me the
facts, plain and simple. I want to see
how each player works so I won’t have
to pay a penny extra for something I
don’t need.
 Archetype: Methodical (slow & logical)
 Stage in Buying Process: middle stage
© 1998 - 2007 Future Now, Inc.

49. Persuasive Scenario Analysis
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50. Hiking Boots – More Detail at LL Bean
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51. Persuasive Scenario Analysis
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52. Hiking Boots – More Detail at Campmor
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53. Persuasive Scenario Analysis
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54. Persuasive Scenario Analysis
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55. Hiking Boots – More Detail at REI
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56. Your Blueprint
1) Who are we trying to persuade to
take the action?
2) What is the action we want
someone to take? (Macro vs.
Micro)
3) What does that person need in
order to feel confident taking that
action?
© 1998 - 2007 Future Now, Inc.

57. Persuasive
Scenario
Funnel
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58. Persuasive
Scenario
Funnel
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59. Persuasive
Scenario
Funnel
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60. Your Customer Blueprint
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61. When You Plan It, You Can Test It
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62. When You Plan It, You Can Test It
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63. It’s Not About What but Why
“We can't solve
problems by using
the same kind of
thinking we used
when we created
them.”
- Albert Einstein
© 1998 - 2007 Future Now, Inc.

64. It’s Not About What but Why
“We can't solve
problems by using
the same kind of
thinking we used
when we created
them.”
- Albert Einstein
© 1998 - 2007 Future Now, Inc.

65. Howard Kaplan
Future Now, Inc.
1-877-643-7244
howardk@futurenowinc.com
Homepage:
www.FutureNowInc.com
Blog:
www.GrokDotCom.com
© 1998 - 2007 Future Now, Inc.