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

 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
How Booking.com combine different
persuasive techniques...
                                    Saving
              Social Proof




  Recency                    Scarcity
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.
    @michelfortin
    http://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
The view from quantitative feedback

        How important is it to see snapshots
          of past events & conferences?
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
            1

                                     1   Checkout is now the most prominent CTA

                                     2   Dynamic messaging encourages additional purchases

                    2                3   Delivery costs & timescales are now visible

    3                                4   Emphasis is drawn to the FREE samples & gift options

                                     5   Ticks are used to demonstrate positive messaging
                4
                                     6   Users are discouraged from trying to obtain a promo code

                                     7   Security assurances are provided to increase confidence

                                     8   The call to action provides security assurance
    5

        6
                         8
7
What is Usability and User the
How did these changes impact Experience?
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 the
How did these changes impact Experience?
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 choices for new
How did this reduction in User Experience?
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 technique
Avoid the dark arts (see http://wiki.darkpatterns.org)
to remain credible & trustworthy
Focus on the full customer journey, including the end

Combine usability & persuasion for the biggest
  commercial (and user experience) impact
Connect with me                                   Office:
                                                  +44 (0)161 228 0585

                                                  Mobile:
 http://uk.linkedin.com/in/paulrouke              +44 (0)7739 745 126

                                                  Email:
                                                  paulrouke @ prwd.co.uk

                                                  Web:
http://twitter.com/paulrouke                      http://www.prwd.co.uk

Extensive usability & conversion best practice    PRWD
articles & presentation slides available online   22 Lever Street
                     here:                        Manchester
                                                  M1 1EA
                                                  United Kingdom
 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

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The Most Influential Persuasive Design Techniques

  • 1. What is Usability and User Experience? A brilliant reference for persuasive techniques
  • 2. The Most Influential Persuasive Design Techniques by Paul Rouke (@paulrouke) Head of Usability & Conversion at PRWD 27th November 2012 @ Conversion Conference London
  • 3. About Me I run the UK’s Leading North West Based Usability & Conversion Optimisation Consultancy  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
  • 5. Econsultancy Clients I Train Include..
  • 6. 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
  • 7. What is Usability and User Experience? A brilliant reference for persuasive techniques
  • 8.
  • 9.
  • 10.
  • 11. How Booking.com combine different persuasive techniques... Saving Social Proof Recency Scarcity
  • 12. What is Usability and User Experience? See how Booking.com persuades visitors to book http://bit.ly/bookingBP
  • 13. 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
  • 14.
  • 15. ASOS display a simple but highly prominent message to create a sense of urgency within the consumer
  • 16. 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
  • 17. 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
  • 18. Never pressure people to PUSH them into purchasing. Instead, use pressure to PREVENT them from procrastinating. There is a fundamental difference between the two. @michelfortin http://www.copyblogger.com/the-smart-way-to-create-a-sense-of-urgency/
  • 19. 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
  • 20. 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
  • 21.
  • 22. 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
  • 23. 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
  • 24. The view from quantitative feedback How important is it to see snapshots of past events & conferences?
  • 25. 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
  • 26. 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
  • 27. 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
  • 28. Goskyride miss the opportunity to demonstrate social proof on their search results pages by not featuring rider comments
  • 29. On the ride detail pages the rating isn’t displayed in an optimal area and the comments are hidden behind a tab link
  • 30. 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
  • 31.
  • 32. 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
  • 33. So how many visitors are using this feature?
  • 34. Short answer? Shitloads. Hundreds of thousands of saves a day. James Hart, eCommerce Director at ASOS
  • 35. When we started working with Molton Brown their shopping basket wasn’t encouraging visitors to proceed to checkout
  • 36. The revised shopping basket aims to encourage visitors to act on their previous decision to add products in to their basket 1 1 Checkout is now the most prominent CTA 2 Dynamic messaging encourages additional purchases 2 3 Delivery costs & timescales are now visible 3 4 Emphasis is drawn to the FREE samples & gift options 5 Ticks are used to demonstrate positive messaging 4 6 Users are discouraged from trying to obtain a promo code 7 Security assurances are provided to increase confidence 8 The call to action provides security assurance 5 6 8 7
  • 37. What is Usability and User the How did these changes impact Experience? performance of this page? Visitors proceeding to checkout increased by 37%
  • 38. 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
  • 39.
  • 40. 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
  • 41. 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
  • 42. What is Usability and User the How did these changes impact Experience? performance of this page? New customers proceeding to the next stage increased by 12%
  • 43. 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
  • 44. ASOS now provide one the most simple, barrier free checkout pages for new customers – simply asking them to continue
  • 45. 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%
  • 46. AllSaints originally provided new customers with 2 different options at the start of checkout – create an account or continue as a guest
  • 47. 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
  • 48. What is Usability and choices for new How did this reduction in User Experience? customers affect conversion rate? New customer conversion rate Increased by 18%
  • 49. 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
  • 50.
  • 51. What is Usability and User Experience?
  • 52. Believe it or not on first viewing, Lings Cars feature a wealth of persuasive techniques to encourage visitors to buy
  • 53. 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)
  • 54.
  • 55. 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)
  • 56. Would you trust this woman?!
  • 57. What is Usability and User Experience? In 2011 the value of the cars they leased was over £38million
  • 58. What is Usability and User Experience? See how Lings Cars persuades visitors to buy http://bit.ly/batshitinsane
  • 59. 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
  • 60. In contrast, Bella Center in Copenhagen provide a completely different, less personable experience for when visitors are interested in making contact
  • 61. 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
  • 62. 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
  • 63. What is Usability and User Experience? Summary Persuasive design is everywhere (in small bits) Instilling trust is fundamental technique Avoid the dark arts (see http://wiki.darkpatterns.org) to remain credible & trustworthy Focus on the full customer journey, including the end Combine usability & persuasion for the biggest commercial (and user experience) impact
  • 64. Connect with me Office: +44 (0)161 228 0585 Mobile: http://uk.linkedin.com/in/paulrouke +44 (0)7739 745 126 Email: paulrouke @ prwd.co.uk Web: http://twitter.com/paulrouke http://www.prwd.co.uk Extensive usability & conversion best practice PRWD articles & presentation slides available online 22 Lever Street here: Manchester M1 1EA United Kingdom http://bit.ly/CROresources
  • 65. 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

Notes de l'éditeur

  1. At PRWD we help our clients understand their customers and prospects wants, needs and desires, in order to design and refine their online experience to lead to increased conversion rate performance
  2. I think this is the best time to do the moderated session, “ we ’ ve done enough talking, now let ’ s do some testing! ” Volunteers please?
  3. Without the need for major layout changes or technical changes, this simple change, which went through a series of split tests, resulted in the abandonment rate for this page reducing by 50%. For any retailer this would be a major driver of increased sales and profit, but for a retailer the size of ASOS this type of improvement is staggering. This a very powerful example of the importance of removing what really is a huge barrier for online shoppers at the first stage of checkout.
  4. Without the need for major layout changes or technical changes, this simple change, which went through a series of split tests, resulted in the abandonment rate for this page reducing by 50%. For any retailer this would be a major driver of increased sales and profit, but for a retailer the size of ASOS this type of improvement is staggering. This a very powerful example of the importance of removing what really is a huge barrier for online shoppers at the first stage of checkout.
  5. In the middle of 2011 ASOS introduced a refreshed checkout experience, including this first, crucial stage of checkout. This is an example of probably the most barrier free first pages of checkout that I have seen, and for new customers there is absolutely no ambiguity about what to do next. What this means is that straight away new customers are able to gather momentum moving through their checkout experience, with no nagging issues or concerns about what they are committing to. Combined with their best practice driven shopping bag this delivers a superb experience for new customers.
  6. Without the need for major layout changes or technical changes, this simple change, which went through a series of split tests, resulted in the abandonment rate for this page reducing by 50%. For any retailer this would be a major driver of increased sales and profit, but for a retailer the size of ASOS this type of improvement is staggering. This a very powerful example of the importance of removing what really is a huge barrier for online shoppers at the first stage of checkout.
  7. Without the need for major layout changes or technical changes, this simple change, which went through a series of split tests, resulted in the abandonment rate for this page reducing by 50%. For any retailer this would be a major driver of increased sales and profit, but for a retailer the size of ASOS this type of improvement is staggering. This a very powerful example of the importance of removing what really is a huge barrier for online shoppers at the first stage of checkout.
  8. I think this is the best time to do the moderated session, “ we ’ ve done enough talking, now let ’ s do some testing! ” Volunteers please?