Download - 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
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
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
13
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
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
Modifiedbelief or behavior
Motivation
Commitment barrier
Exis*ngbelief or behavior
Commitment barrier
Commitment barrier
Commitment barrier
Commitment barrier
Commitment barrier
=== Website ===
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.
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
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
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
!""#$% &'(#)*+,-% .*-//)*-%
Stages of Influence
Allow – make it availableEncourage – architect the decision space (to favor the organization)Pressure – Engage emotions or reflexes to tip the decision (Ethics!)
Ψ INFLUENCE
“Feel Good”Social Learning
Social Proof (People like me)Heuristics (Loss Aversion)?Extrinsic Reward
Reciprocity?Extrinsic RewardDissonance (Ini6a6on)Conformity Compliance
!""#$% &'(#)*+,-% .*-//)*-%