Increasing Conversion: The Persuasive Design Checklist

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Persuasive Design: Putting it to Use Baltimore Parlay John Whalen, PhD Director, User Experience and Design, e.magination Twitter: @johnwhalen Email: [email protected] LinkedIn: http://www.linkedin.com/in/johnwhalen

description

Humans are far from perfectly logical. There have been a slew of new books out there linking what Psychologists have known for years with our everyday behavior. However, we’re only just beginning to use some of these principles effectively online. Find out what the principles are, see pragmatic examples of what we’re talking about and how you might be able to put them to work for you. Bring in your site or web address and we can discuss it in context.

Transcript of Increasing Conversion: The Persuasive Design Checklist

Page 1: Increasing Conversion: The Persuasive Design Checklist

Persuasive Design: Putting it to UseBaltimore Parlay

John Whalen, PhDDirector, User Experience and Design, e.magination

Twitter: @johnwhalen

Email: [email protected]

LinkedIn: http://www.linkedin.com/in/johnwhalen

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• Founded in 1992• 50+ employees

• Largest Web Design Firm in Baltimore 2007 - 2009

• Over 700 Web sites launched

Presentation brought to you by:

e.magination is a full service Web presence and application development firm offering persuasive design brought to life by innovative use of technology.

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Sebastian Deterding @ Slideshare

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Agenda

• Persuasive Theory

• Persuasive Practice

• Discussion

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Kath Straub @ Slideshare.net

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Caldini’s 6 Principles

1. Reciprocity– Try our new app –

just give us your email.

2. Scarcity– Only 3 left. Call again if

line is busy

3. Authority– E.magination Baltimore’s

largest web firm 3 years running. Dr. Whalen, PhD

4. Commitment– We already agreed to black

links on black with no underlines.

5. Social Proof– After looking at this book,

most people bought…

6. Likability– That picture looks just like

me and my friends. I like this photo tool.

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Predictably Irrational by Ariel

• Contrast Principle– Bread Maker

• Anchoring– Black Pearls

• Its Free– Hershey Chocolates

(01/15 vs. 0/14 cents)

• Social Norms– AARP Rate: $30/hr

• Design for Procrastination– Term Papers

• Endowment Effect– Basketball tickets

$170 vs. $2,400

• Aversion to loss– Closing doors game

• Stereotype Bias– Bud + Vinegar

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BJ Fogg’s Behavior Model

1. Motivators– Pleasure / Pain– Hope / Fear– Acceptance / Rejection

2. Simplicity (Barriers)– Time– Money– Physical Effort– Brain Cycles– Social Deviance– Non Routine

3. Triggers (Calls to Action)– Facilitation

(make it easier)

– Signal(make it more appealing)

– Spark(just signal, not motivator)

See also Fogg’s 10 Principles on Trust @ bjfogg.com

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Got all that???

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Agenda

• Persuasive Theory

• Persuasive Practice

• Discussion

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PersuasionCheat Sheet

CaldiniReciprocityScarcityAuthorityCommitmentSocial ProofLikability

ArielContrastAnchoringAversion to LossSocial NormsProcrastinationEndowmentStereotypes

FoggMotivatorsSimplicityTriggers

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PersuasionCheat Sheet

CaldiniReciprocityScarcityAuthorityCommitmentSocial ProofLikability

ArielContrastAnchoringAversion to LossSocial NormsProcrastinationEndowmentStereotypes

FoggMotivatorsSimplicityTriggers

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PersuasionCheat Sheet

CaldiniReciprocityScarcityAuthorityCommitmentSocial ProofLikability

ArielContrastAnchoringAversion to LossSocial NormsProcrastinationEndowmentStereotypes

FoggMotivatorsSimplicityTriggers

Scarcity / Exclusivity

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PersuasionCheat Sheet

CaldiniReciprocityScarcityAuthorityCommitmentSocial ProofLikability

ArielContrastAnchoringAversion to LossSocial NormsProcrastinationEndowmentStereotypes

FoggMotivatorsSimplicityTriggers

Authority

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PersuasionCheat Sheet

CaldiniReciprocityScarcityAuthorityCommitmentSocial ProofLikability

ArielContrastAnchoringAversion to LossSocial NormsProcrastinationEndowmentStereotypes

FoggMotivatorsSimplicityTriggers

Commitment

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PersuasionCheat Sheet

CaldiniReciprocityScarcityAuthorityCommitmentSocial ProofLikability

ArielContrastAnchoringAversion to LossSocial NormsProcrastinationEndowmentStereotypes

FoggMotivatorsSimplicityTriggers

Social Proof

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PersuasionCheat Sheet

CaldiniReciprocityScarcityAuthorityCommitmentSocial ProofLikability

ArielContrastAnchoringAversion to LossSocial NormsProcrastinationEndowmentStereotypes

FoggMotivatorsSimplicityTriggers

Likability

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PersuasionCheat Sheet

CaldiniReciprocityScarcityAuthorityCommitmentSocial ProofLikability

ArielContrastAnchoringAversion to LossSocial NormsProcrastinationEndowmentStereotypes

FoggMotivatorsSimplicityTriggers

Contrast

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PersuasionCheat Sheet

CaldiniReciprocityScarcityAuthorityCommitmentSocial ProofLikability

ArielContrastAnchoringAversion to LossSocial NormsProcrastinationEndowmentStereotypes

FoggMotivatorsSimplicityTriggers

Anchoring

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PersuasionCheat Sheet

CaldiniReciprocityScarcityAuthorityCommitmentSocial ProofLikability

ArielContrastAnchoringAversion to LossSocial NormsProcrastinationEndowmentStereotypes

FoggMotivatorsSimplicityTriggers

Aversion to Loss

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PersuasionCheat Sheet

CaldiniReciprocityScarcityAuthorityCommitmentSocial ProofLikability

ArielContrastAnchoringAversion to LossSocial NormsProcrastinationEndowmentStereotypes

FoggMotivatorsSimplicityTriggers

Aversion to Loss

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PersuasionCheat Sheet

CaldiniReciprocityScarcityAuthorityCommitmentSocial ProofLikability

ArielContrastAnchoringAversion to LossSocial NormsProcrastinationEndowmentStereotypes

FoggMotivatorsSimplicityTriggers

Social Norms

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PersuasionCheat Sheet

CaldiniReciprocityScarcityAuthorityCommitmentSocial ProofLikability

ArielContrastAnchoringAversion to LossSocial NormsProcrastinationEndowmentStereotypes

FoggMotivatorsSimplicityTriggers

Procrastination

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PersuasionCheat Sheet

CaldiniReciprocityScarcityAuthorityCommitmentSocial ProofLikability

ArielContrastAnchoringAversion to LossSocial NormsProcrastinationEndowmentStereotypes

FoggMotivatorsSimplicityTriggers

Endowment of Value

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PersuasionCheat Sheet

CaldiniReciprocityScarcityAuthorityCommitmentSocial ProofLikability

ArielContrastAnchoringAversion to LossSocial NormsProcrastinationEndowmentStereotypes

FoggMotivatorsSimplicityTriggers

Stereotypes

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PersuasionCheat Sheet

CaldiniReciprocityScarcityAuthorityCommitmentSocial ProofLikability

ArielContrastAnchoringAversion to LossSocial NormsProcrastinationEndowmentStereotypes

FoggMotivatorsSimplicityTriggers

Motivators

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SimplicityPersuasionCheat Sheet

CaldiniReciprocityScarcityAuthorityCommitmentSocial ProofLikability

ArielContrastAnchoringAversion to LossSocial NormsProcrastinationEndowmentStereotypes

FoggMotivatorsSimplicityTriggers

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TriggersPersuasionCheat Sheet

CaldiniReciprocityScarcityAuthorityCommitmentSocial ProofLikability

ArielContrastAnchoringAversion to LossSocial NormsProcrastinationEndowmentStereotypes

FoggMotivatorsSimplicityTriggers

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Agenda

• Persuasive Theory

• Persuasive Practice

• Discussion

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Discussion

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This just in…

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Your site???

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And also brought to you by:

• Check out my favorites on Slideshare:– Bob Caldini– Sebastian Deterding– BJ Fogg– Robert Gillham– Lauren Martin– Kath Straub

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John Whalen, PhD

Director, User Experience

Twitter: @johnwhalen

Email: [email protected]

LinkedIn: http://www.linkedin.com/in/johnwhalen

Thank you!