Introduction to the Persuasive Web
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Suzi Shapiro July16, 2009 Introduction to the Persuasive Web
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Workshop Presentation Introduction to the Persuasive Web July 16, 2009 Indianapolis, IN
Transcript of Introduction to the Persuasive Web
Suzi Shapiro July16, 2009
Introduction to the Persuasive Web
Once you have …
The major usability problems under control, what is the difference between your web siteand a competitors?
In this Workshop1. The role of reciprocity, similarity and scarcity in influencing behavior
2. How to apply these principles in the design of a web site
Why we need to appeal to unconscious processes
Emotion
Unconscious Processes
Facilitate SurvivalFeel Good Satisfy Needs
Feel Bad Protect from Danger
Heuristics
Bigger is BetterFast is Better
IT USUALLY WORKS!
If it peeps it is a baby turkey…
Sometimes we are fooled by reality
Sample Heuristics
The Golden RuleDo unto others as you would have them do onto you
“Thanks! I owe you.”
If you get an outfit you can be a Cowboy too!
Persuasive Design
is most appropriate for situations where there is ambiguity!
Reciprocity
Reciprocity HeuristicWhen some one has given us a gift, we feel a need to “reciprocate.” or return the favor.
When we have given someone a gift, we improve our opinion of the person in order to remain consistent in our attitudes.
How might this be applied?What could you give your customers?
What could you get them to give to you?
How can you make use of reciprocity on your web site?
BREAK TIME
Similarity
Similarity HeuristicThe more similar someone is to me, the more I will like or trust him or her.
How might this be applied?How could you show that you are similar to your customers?
How could you demonstrate that your customers are similar to each other?
How can you make use of similarity on your web site?
Scarcity
Scarcity HeuristicIf something is scarce:
It may not be available in the future.
Many people must want it.It must be valuable.
How do you know that something is scarce?Haven’t seen it beforeCan’t find when looking for it
It has a high price
How might this be applied?What do you have that is already scarce?How could you make this apparent?
How could you make your product look scarce?
How can you make use of scarcity on your web site?
How to find Resources on Persuasion
Good Reference Sites
Good Books on Persuasionhttp://astore.amazon.com/suzishapiroco-20 Persuasive Technology: Using Computers to
Change What We Think and Do By B. J. Fogg
Influence: Science and Practice By Robert B. Cialdini
Yes!: 50 Scientifically Proven Ways to Be Persuasive By Noah J. Goldstein, Steve J. Martin, Robert B. Cialdini
Submit Now: Designing Persuasive Web Sites By Andrew Chak
