UPA Arizona Presentation: Designing web content to engage customers and increase conversion

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The science of persuasive design Designing web content to engage customers and increase conversion Kath Straub Usability .org Arizona

Transcript of UPA Arizona Presentation: Designing web content to engage customers and increase conversion

The science of persuasive design Designing  web  content  to  engage  customers  and  increase  conversion

Kath  StraubUsability.org

Arizona

Many others contributed to and cajoled toward this thinking ....

Mona  Patel      Eric  SchafferDiana  NelsonDavid  MahaffeySpencer  Gerrol                                               ...  and  a  large  cast  of  many  others  at  various  talks,  

              conferences,  meeDngs  and  in  various  pubs               including  (if  Dean  wasn’t  kidding)  later  tonight

About  me.  2  facts.

I  got  married  in  Vegas(but  not  by  Elvis.)

I’m  really  quite  shy.

Friendsand  Family

Internet

Domain  Professionals(Bricks  and  mortar)

Consumer information ecosystem circa 2000

Media

Website credibility circa 2000

Fogg,  et.  al.,  2000

Credibility  Enhancers

Quick  response  to  quesDonsPhysical  addressContact  informaDonRecently  updatedProfessionally  designedArrangement  makes  sense...  Has  ads  that  match  the  topicRequires  you  to  register

Credibility  Killers

Slow  downloadHas  ads  TyposBroken  links..Hard  to  navigateHas  popup  adsNo  updates.Hard  to  tell  ads  from  content

Website credibility circa 2000

Technology Focus

Credibility  Enhancers

Credibility  Killers

Early evolution of information consumers

2002

Quick  response  to  quesDonsPhysical  addressContact  informaDonRecently  updatedProfessionally  designedArrangement  makes  sense...  Has  ads  that  match  the  topicRequires  you  to  register

Design  lookInformaDon  structure..Usefulness  of  informaDon.FuncDonalityCustomer  ServiceIdenDty  of  sponsor.ReadabilityAffiliaDons

2004

Credibility  EnhancersFogg,  et.  al.,  2003

Early evolution of information consumers

2002

Quick  response  to  quesDonsPhysical  addressContact  informaDonRecently  updatedProfessionally  designedArrangement  makes  sense...  Has  ads  that  match  the  topicRequires  you  to  register

Design  lookInformaDon  structure..Usefullness  of  informaDon.FuncDonalityCustomer  ServiceIdenDty  of  sponsor.ReadabilityAfilliaDons

2004

Credibility  Enhancers

2004

Credibility  Enhancers

Usability Focus

Consumers use different cues than professionals (2003)

Professionals

Name/AffiliaDonInformaDon  sourceBusiness  moDveInformaDon  focusAdverDsingDesign  lookInformaDon  biasInformaDon  designWriDng  toneInformaDon  Accuracy

Fogg,  et.  al.,  2003

Non-­‐professionals

Design  lookInformaDon  focusInformaDon  designAdverDsingCompany  moDveReputaDon/AffiliaDonInformaDon  biasInformaDon  accuracyWriDng  toneInformaDon  source

Credibility  Enhancers

Design  lookInformaDon  focusInformaDon  designAdverDsingCompany  moDveReputaDon/AffiliaDonInformaDon  biasInformaDon  accuracyWriDng  toneInformaDon  source2

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Consumers cues converge toward professional’s (2007)

Professionals

Name/AffiliaDonInformaDon  sourceBusiness  moDveInformaDon  focusAdverDsingDesign  lookInformaDon  biasInformaDon  designWriDng  toneInformaDon  Accuracy

Crawford  &  Straub,  (2008)

Non-­‐professionals

Site  reputaDonSource  reputaDonContent  qualityContent  accuracyContent  usefulness

Credibility  Enhancers

Non-­‐professionals

Site  reputaDonSource  reputaDonContent  qualityContent  accuracyContent  usefulness

Consumers cues converge toward professional’s (2007)

Crawford  &  Straub,  (2008) Credibility  Enhancers

Content Focus

1.  Consumers  have  become  more  sophisDcated

2.  Design  is  now  about

CONTENT

Friendsand  Family

Internet

Domain  Professionals(Bricks  and  mortar)

Media

Consumer information ecosystem circa 2000

Friendsand  Family

Internet

Domain  Professionals(Bricks  and  mortar)

Media

Consumer information ecosystem circa 2003

consumer information ecosystem

Friendsand  Family

Internet

Domain  Professionals

(Bricks  and  mortar)

Media

Consumer information ecosystem circa 2009

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The  internet  is  your

 first  (and  possibly  last)  chance  to  engage  a  new  customer...

Modifiedbelief  or  behavior

Exis*ngbelief  or  behavior

===  Website  ===

Motivation

How  good  is  your  

 pickup  line?

engage  

Modifiedbelief  or  behavior

Motivation

Commitment barrier

Exis*ngbelief  or  behavior

Commitment barrier

Commitment barrier

Commitment barrier

Commitment barrier

Commitment barrier

===  Website  ===

How  good  is  your  

 small  talk?

persuade  

EMPATHY

Modifiedbelief  or  behavior

Motivation

Commitment barrier

Exis*ngbelief  or  behavior

Commitment barrier

Commitment barrier

Commitment barrier

Commitment barrier

Commitment barrier

===  Website  ===

IncreaseMoDvaDon

Modifiedbelief  or  behavior

Motivation

Commitment barrier

Exis*ngbelief  or  behavior

Commitment barrier

Commitment barrier

Commitment barrier

Commitment barrier

Commitment barrier

===  Website  ===

To  make  content  persuasive....

Reduce/remove                            barriers

IncreaseMoDvaDon

Reducing/removing  barriers  is  another.

How  good  is  your  

 ability  to  respond  to  my  pain

empatheDcally?

convert  

Persuasive  content  design  is  a  2  step  process1.  Learn  your  user’s  moDvaDons  and  barriers  to  commitment  2.  Apply  social  psych  principles  of  influence  to  amplify                moDvaDons  and  reduce/remove  barriers

Good  grief,what  does  empatheDc  content  look  like?

Trust  markers• Health  informa6on  consumer  today  use  the  trust/credibility  markers  that  health  experts  used  in  2002.

• SItes  are  more  credible  if  the  first  confirm  something  that  the  informa6on  seeker  already  knows.

• Content  quality  and  characteris6cs  are  increasingly  important  for  in6al  trust  and  driving  repeat  visits.

Self-­‐reported  behaviors• Health  informa6on  consumers  are  looking  for  convenient,  comprehensive  that  can  be  perused  privately.  

• They  read  more  than  they  interact.  

Credibility  &  Trust

Content

Credibility & trust for consumer seekers

2000 Technology

Usability2002

2008 Content

Content level usabilityComputer-mediated empathy

Technology mediated conversation & Social networking

Ideal diagnostician (and salesman) behaviors

Empathetic

Comprehensive

Attentive (Humane)

Plain English (Forthright)

Collaborative (Respectful)

Conscientious (Thorough)

Confident, Positive

Bendapudi,, et al, 2006

Modifiedbelief  or  behavior

Exis*ngbelief  or  behavior

PERSUASIVE  DESIGN  INTERVIEWS      1.  Are  about  topics  not  tasks      2.  Are  (guided)  free  form      3.  Take  longer        4.  Typically  require  some  laddering*

You  ....•  listen  for  moDvaDons  and  barriers  to  commitment•  watch  for  body  language  /  fidgeDng  that  indicates  emoDonal  change

*Having  some  therapeuDc  training  helps

How  is  it  working

What  I  am  feeling

Most  people  are  comfortable  here

What  I  am  doing

Usability  tesDngwants  this  level  

of  descripDon

         EmpatheDc  content  interviews  need  to  tap  into  this

I  want  to  lose  some  weight

I  want  to  loose  some  weight  so  I  cancoach  my  daughters  soccer  team....

I  want  to  loose  weight  because  my  father  died  of  a  heart  adack  at  45.

Ask  3  Dmes

Afraid of Genetics

PERSUASIVE  CONTENT  DESIGN                              applies  the  social  psychology  of  influence  to                    amplify  moDvaDons  and  reduce/remove  barriersΨ  

Influence  v.  Decision  ArchitectureΨ  

!""#$% &'(#)*+,-% .*-//)*-%

Stages  of  Influence

Allow – make it availableEncourage – architect the decision space (to favor the organization)Pressure – Engage emotions or reflexes to tip the decision (Ethics!)

allow-­‐  provide  a  consistent  story

encourage  -­‐  tap  into  loss  aversion

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!"#$%&'()*

Heuristics (Loss Aversion)Social Proof (People like me)?Extrinsic Reward

pressure  -­‐  trigger  automaDc  responses  @  the  psychology  level

Ψ   INFLUENCE

“Feel Good”Social Learning

Social Proof (People like me)Heuristics (Loss Aversion)?Extrinsic Reward

Reciprocity?Extrinsic RewardDissonance  (Ini6a6on)Conformity Compliance

!""#$% &'(#)*+,-% .*-//)*-%

Measuring  Persuasion

QuesDons?

Kath  Straub

[email protected]

researchdrivebys.usability.org

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