UploadLanguage (EN)Support
BusinessMobileSocial MediaMarketingTechnologyArt & PhotosCareerDesignEducationPresentations & Public SpeakingGovernment & NonprofitHealthcareInternetLawLeadership & ManagementAutomotiveEngineeringSoftwareRecruiting & HRRetailSalesServicesScienceSmall Business & EntrepreneurshipFoodEnvironmentEconomy & FinanceData & AnalyticsInvestor RelationsSportsSpiritualNews & PoliticsTravelSelf ImprovementReal EstateEntertainment & HumorHealth & MedicineDevices & HardwareLifestyle
Upload
Sign in
Become Customer-Centric, profile picture
Uploaded byBecome Customer-Centric
PPT, PDF12,046 views

The Most Influential Persuasive Design Techniques

The document discusses persuasive design techniques that influence user behavior. It provides examples of how companies incorporate techniques like social proof, scarcity, and reducing choices to improve conversion rates. Key tips include showing testimonials, limiting options for new customers, and using language that creates a sense of urgency or emphasizes benefits to users. The goal of persuasive design is to establish trust and guide users through a process while maintaining a credible, user-focused experience.

Design◦
Downloaded 242 times
1 / 65
2 / 65
3 / 65
4 / 65
5 / 65
6 / 65
7 / 65
8 / 65
9 / 65
10 / 65
11 / 65
12 / 65
13 / 65
14 / 65
15 / 65
16 / 65
17 / 65
18 / 65
19 / 65
20 / 65
What is Usability and User Experience? A brilliant reference for persuasive techniques
The Most Influential Persuasive Design Techniques by Paul Rouke (@paulrouke) Head of Usability & Conversion at PRWD 27th November 2012 @ Conversion Conference London
About Me I run the UK’s Leading North West Based Usability & Conversion Optimisation Consultancy  I provide public and in-house training for Econsultancy’s global clients including Tesco, O2 and Santander  PRWD provide services to help brands improve their website conversion rate •Usability testing (moderated & remote) •Expert evaluations •Usability training •In-house consultancy •Conversion rate optimisation
PRWD Clients
Econsultancy Clients I Train Include..
What is Usability and User Experience? About this session • Based on 12 years experience working with blue chip brands • Insights from over 100 hours of user testing studies • Major and subtle persuasion tips & techniques which positively affect user behaviour • Live examples of where brands are combining different techniques to enhance the influence on user behaviour • A showcase of the most influential persuasive techniques that influence user behaviour
What is Usability and User Experience? A brilliant reference for persuasive techniques
How Booking.com combine different persuasive techniques... Saving Social Proof Recency Scarcity
What is Usability and User Experience? See how Booking.com persuades visitors to book http://bit.ly/bookingBP
Tips to demonstrate scarcity & encourage action Use words such as “selling fast” on some products to introduce social proof Use words such as “last few remaining” to create intrigue If you indicate current activity (like Booking.com) make this genuine Provide a filter in your navigation for “low stock availability” as some users will be attracted to these products Position the stock message in close proximity to the call to action Indicate when someone last made a purchase decision Indicate scarcity more than once, using different language to say the same thing
ASOS display a simple but highly prominent message to create a sense of urgency within the consumer
Oxfam start applying urgency as soon as visitors add a second hand product to their basket. The simple use of the clock icon provides visual stimulus to draw users attention
At the next stage of the purchase journey Oxfam then make it really clear that the visitor has a limited time to make their purchase – with excellent language and tone of voice used
“ Never pressure people to PUSH them into purchasing. Instead, use pressure to PREVENT them from procrastinating. There is a fundamental difference between the two. @michelfortin http://www.copyblogger.com/the-smart-way-to-create-a-sense-of-urgency/
Naked Wines combine both urgency & ability to make a saving to stop visitors from procrastinating – positioning this message where it is guaranteed to get noticed
Tips to create a sense of urgency Use a dynamic stock reservation countdown message Use icons to draw attention to the fact this is time specific May close attention to the copy you use - this can be a great way to bring out some of your brand personality Use language which visitors will be able to relate to Don't be shy about using these tactics Ensure these messages are positioned in prominent positions where users will pay attention to Combine social proof & scarcity and other persuasive techniques like showing that visitors can get something for FREE
Vancouver Convention Centre pay considerable attention to the importance of establishing & demonstrating social proof – they also provide different types of content to engage visitors in ways appropriate to their behaviour
“ When I see examples of big organisations who have hosted events and conferences at a particular venue this has a strong influence on how I think about that venue. Video testimonials are more convincing than written testimonials. A user taking part in an in-depth research study
The view from quantitative feedback How important is it to see snapshots of past events & conferences?
As well as showing ratings on the lister pages, Speedo position the star rating & number of reviews in the ideal position where users will focus attention on
Ratings are provided in a number of important areas, which visitors can filter by, and Speedo go to considerable lengths to ensure visitors can empathise with the reviewers
“ I really like how the reviews are designed with the little bar-charts. You see where people are happy or disappointed with a product. I really like how you classify what type of swimmer you are. I can tell if the reviewer is in the same mind-frame as me. A user on the Speedo website
Goskyride miss the opportunity to demonstrate social proof on their search results pages by not featuring rider comments
On the ride detail pages the rating isn’t displayed in an optimal area and the comments are hidden behind a tab link
Tips to showcasing social proof Don't rely on ratings being on your product pages - use them through the user journey in key areas of focus for visitors Bring customer comments to the surface, not hidden away in tabs Combine both famous & non famous people to provide social proof about your proposition Allow visitors to filter reviews to find their most relevant that they can empathise with Provide reviewers with the opportunity to describe/categorise themselves – demonstrate authenticity & allow visitors to empathise with them
ASOS have provided customers with a perfect way to consider a wider range of products rather than having to make a decision to ‘add or not to add to my basket’ – plus they provide a seamless experience to purchase items
So how many visitors are using this feature?
“ Short answer? Shitloads. Hundreds of thousands of saves a day. James Hart, eCommerce Director at ASOS
When we started working with Molton Brown their shopping basket wasn’t encouraging visitors to proceed to checkout
The revised shopping basket aims to encourage visitors to act on their previous decision to add products in to their basket 1 1 Checkout is now the most prominent CTA 2 Dynamic messaging encourages additional purchases 2 3 Delivery costs & timescales are now visible 3 4 Emphasis is drawn to the FREE samples & gift options 5 Ticks are used to demonstrate positive messaging 4 6 Users are discouraged from trying to obtain a promo code 7 Security assurances are provided to increase confidence 8 The call to action provides security assurance 5 6 8 7
What is Usability and User the How did these changes impact Experience? performance of this page? Visitors proceeding to checkout increased by 37%
Tips to maintaining visitor’s momentum Repeat key proposition messages through the user journey, not just at the initial decision making point Provide customers with a lower level of initial commitment, not just ‘add to basket’ Focus the user on what they are there to do - distractions can be toxic Use colours to draw peoples attention to your key persuasive elements - just being there isn't always enough Use ticks to provide positive, visual affirmation of what the user has done and what benefits they will be getting
The original checkout gateway page had 3 options, promoted create an account significantly and didn’t make it clear what are the benefits of creating an account
The new version provided just 1 option for new customers, didn’t use the words create an account, and emphasised the benefits new customers will have when providing their details
What is Usability and User the How did these changes impact Experience? performance of this page? New customers proceeding to the next stage increased by 12%
ASOS originally used the words create an account in both the copy and on the call to action for new customers. They also had 3 competing calls to action using the same button style
ASOS now provide one the most simple, barrier free checkout pages for new customers – simply asking them to continue
What is Usability and User Experience? How did this change in message and call to action impact the performance of this page Abandonment Rate Was Reduced by 50%
AllSaints originally provided new customers with 2 different options at the start of checkout – create an account or continue as a guest
The redesigned checkout provided new customers with 1 option which was to start entering their details, whilst de- emphasising the login facility for returning customers so as not to distract new visitors
What is Usability and choices for new How did this reduction in User Experience? customers affect conversion rate? New customer conversion rate Increased by 18%
Tips for reducing choice & improving completion Provide visitors with as few options as possible, just one if they are new customers and you are selling online On key landing pages limit the amount of calls to action to focus on what you want the visitor to do Pay particularly attention (and test) the wording on your calls to action to understand how they impact completion Reduce or even remove text that accompanies primary action buttons as this slows down progress or is often dis-regarded Use ticks to demonstrated benefits that users will get by making the decision to do what you want them to make Aim to create a sense of momentum by allowing visitors to make quick decisions early on within a process of pages/tasks
What is Usability and User Experience?
Believe it or not on first viewing, Lings Cars feature a wealth of persuasive techniques to encourage visitors to buy
“ Assuming you can fulfil the service or goods supply that you offer, the biggest thing to get right is simply to emotionalise your offering The irrepressible Ling Valentine (@LINGScars)
“ It is about gaining trust and then providing a way to deliver a 100% digital service, while remaining personal. The mad as toast Ling Valentine (@LINGScars)
Would you trust this woman?!
What is Usability and User Experience? In 2011 the value of the cars they leased was over £38million
What is Usability and User Experience? See how Lings Cars persuades visitors to buy http://bit.ly/batshitinsane
Manchester Central have a clear understanding that “people buy people” and provide visibility of who are the key contacts that potential buyers will be working with
In contrast, Bella Center in Copenhagen provide a completely different, less personable experience for when visitors are interested in making contact
“ You need to bring people and emotions to the front. We do business with people, the human touch is the way things are moving towards A user with a budget looking for a service provider
Tips for introducing delighters, personality & humanising your online content People buy people - show visitors who they will be dealing with, not just names, emails and telephone numbers Pay close attention to goal completion pages of your site and provide content which adds value and Look at opportunities in your copy to demonstrate some personality Don’t be afraid to show your human side Use language which resonates with visitors & potential buyers Provide short video case studies & client testimonials to let your customers sell your products & services for you Video one of your staff singing Hippy Hippy Shake
What is Usability and User Experience? Summary Persuasive design is everywhere (in small bits) Instilling trust is fundamental technique Avoid the dark arts (see http://wiki.darkpatterns.org) to remain credible & trustworthy Focus on the full customer journey, including the end Combine usability & persuasion for the biggest commercial (and user experience) impact
Connect with me Office: +44 (0)161 228 0585 Mobile: http://uk.linkedin.com/in/paulrouke +44 (0)7739 745 126 Email: paulrouke @ prwd.co.uk Web: http://twitter.com/paulrouke http://www.prwd.co.uk Extensive usability & conversion best practice PRWD articles & presentation slides available online 22 Lever Street here: Manchester M1 1EA United Kingdom http://bit.ly/CROresources
Thankyou for listening to “The Most Influential Persuasive Design Techniques” by Paul Rouke (@paulrouke) Extensive usability & conversion best practice articles & slides here: http://bit.ly/CROresources