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Tag Archives: persuasion

Screen shot 2012-05-15 at 10.17.37 AM Theory

Optimize Your Conversion With Insights From Behavioural Economics

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This is a guest post by our friend Neal Cole.

As Dan Ariely explains in his popular books people are often irrational in their decision making as they are heavily influenced by unconscious biases. Conversion professionals can utilise knowledge of these ‘rules of thumb’ to nudge website visitors towards a particular behaviour. However, because people may not be fully aware of these influences customer research cannot predict how they will respond to the use of such persuasive designs.

Online experiments (A/B and multivariate tests) are the only true way of evaluating how visitors will respond to a new web page or online journey. Organisations that use such experimental testing can potentially save millions of pounds by avoiding lost sales and benefit from an uplift in conversion.
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featured_image Design

Personalize Your Website And Gain Credibility

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Personality is one of the major factors to influence web credibility. We love the feeling to actually interact with a real person, rather than a machine. The design of a website and the personality that comes with it can trick us into this idea, even if we are very well aware that all we see is basically some code sent to us by a faraway server, interpreted by our web browser.

  • If you have any feature requests, you have an amazing idea [...], you need support, or just want to say “Hi”, please contact us.

Quotes like the one above can make a big difference when it comes to how trustworthy users perceive your website. The text shows that the people behind pulpfingers.com are not only truly interested in what their users have to say, also their tone of voice is very human and authentic.

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Screen-shot-2012-03-14-at-3.13.24-PM Design

Designing Effective Social Media Buttons

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Social media marketing has become quite popular. I believe there are two main reasons why. First, because the Web 2.0 offers increasing possibilities for this new marketing strategy, and second, because social media is easily and for everyone accessible through modern mobile devices. Besides, I think people rely on social media marketing simply because it is popular and somehow seems to suit our constant connected existence of the 21st century.

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How Beauty Brands Seduce You With Emotional Design

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In order for you brand or product to be successful, you need to appeal to your target group. There are countless appeals you can use: fun, friendship, relaxation, luxury, beauty, or sex, to name only a few. As long as it’s reasonably linked to your brand, anything can be used to draw attention to your website. With clever use of appeals, you can draw your customers in and take charge of their will. I admit this sounds a little scary, but really it is rather helpful for everyone designing for the Web.

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Screen shot 2012-06-27 at 3.17.23 PM Theory

Anyone Can Design, Only a Few Can Be Good

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Design has never been more accessible than at this moment, and design is getting more and more accessible. Not only are design tools more user friendly, design thinking is a skill-set that is used from call agents to CEO’s. This is a very good thing, it makes that almost everything we see, hear, feel, taste or use is designed. As a designer this makes me happy.

What doesn’t make me happy, is a bad design. Which is exactly the downfall of the design age we live in, everything is designed, but only a few things are designed by actual designers. And you can tell when it’s not designed by a designer, even if it’s not that poor.

A good designer is ethical by definition

Image source: http://darkpatterns.org

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turtle_rabbit Theory

How metaphors can improve your user experience

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“The way we think, what we experience, and what we do every day is very much a matter of metaphor.”

In their frequently cited book Metaphors we live by, Lakoff and Johnson demonstrate the important role of metaphors in our language, and also in our every day life. They claim that our conceptual system is largely metaphorical, which means that we use metaphors to reason and understand the world.

Conceptual metaphors link a familiar concept with one that is unfamiliar. They help us better understand something that might otherwise be too complex or too abstract for our mind to grasp. Conceptual metaphors make abstract concepts more concrete and therefore bring them within our reach.
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Persuasive design according to Cialdini’s 6 principles – pt2 Design

Persuasive design according to Cialdini’s 6 principles – pt2

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Persuasion is an attempt to change attitude or behavior (or both) without using coercion or deception
—BJ Fogg, 2003

This is my second post on the persuasive selling techniques of Cialdini, design, and user-testing. I talked about the first three principles in my first post in detail, and will talk about the last three principles here. Last time I wrote:

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Persuasive design according to Cialdini’s 6 principles – pt1 Design

Persuasive design according to Cialdini’s 6 principles – pt1

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Persuasion is an attempt to change attitude or behavior (or both) without using coercion or deception
—BJ Fogg, 2003

If you’re into website testing, you may have read about psychological persuasion techniques and maybe even read the book Influence: The Psychology of Persuasion from Robert Cialdini. Cialdini is professor in Psychology and Marketing at Arizona State University and in his meta-research he found six very persuasive selling techniques or Weapons of Influence, as he calls them.

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