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

I run the UK’s Leading North West Based Usability & Conversion Optimisation Consultancy

About Me

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

ScarcityRecency

Social Proof

How Booking.com combine different persuasive techniques...

Saving

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.

“@michelfortinhttp://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

How important is it to see snapshots of past events & conferences?

The view from quantitative feedback

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

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Checkout is now the most prominent CTA

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Dynamic messaging encourages additional purchases

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Delivery costs & timescales are now visible

Emphasis is drawn to the FREE samples & gift options

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Ticks are used to demonstrate positive messaging

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Users are discouraged from trying to obtain a promo code

Security assurances are provided to increase confidence

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The call to action provides security assurance

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What is Usability and User Experience?How did these changes impact the

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 Experience?How did these changes impact the

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 User Experience?How did this reduction in choices for new

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 techniqueAvoid the dark arts (see http://wiki.darkpatterns.org) to remain credible & trustworthyFocus on the full customer journey, including the end

Combine usability & persuasion for the biggest commercial (and user experience) impact

Connect with me

http://uk.linkedin.com/in/paulrouke

Office:+44 (0)161 228 0585

Mobile:+44 (0)7739 745 126

Email:paulrouke @ prwd.co.uk

Web:http://www.prwd.co.uk

PRWD22 Lever StreetManchesterM1 1EAUnited Kingdom

http://twitter.com/paulrouke

Extensive usability & conversion best practice articles & presentation slides available online

here:

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