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The Subtle Art of

Seduction
MINOR UI CHANGES THAT MADE A BIG DIFFERENCE!

                  presented by

          Stephen P. Anderson
              @stephenanderson
STEPHEN P.
  ANDERSON
      poetpainter.com




  I help businesses with
‘Product Strategy
   & Design’ needs
STEPHEN P.
                     ANDERSON
                         poetpainter.com




                     I help businesses with
@stephenanderson
                   ‘Product Strategy
                      & Design’ needs
The Subtle Art of Seduction
www.getmentalnotes.com
The Subtle Art of

Seduction
MINOR UI CHANGES THAT MADE A BIG DIFFERENCE!

                  presented by

          Stephen P. Anderson
              @stephenanderson
Seduction
Seduction
the process of deliberately enticing a person
     to engage in some sort of behavior,
         #equently sexual in nature
Seduction
the process of deliberately enticing a person
     to engage in some sort of behavior,
         #equently sexual in nature
!
FUN &
GAMES
!
FUN &
GAMES
!
FUN &
GAMES
!
FUN &
GAMES
!
FUN &
GAMES
        Subtlety
"The act of seducing is a subtle and enticing game"
“All the small things…”
http://bit.ly/c2R2tF
3%

                       GROUP 1
                                 got the shot




http://bit.ly/c2R2tF
3%

                       GROUP 1
                                 got the shot




                       GROUP 2
                                 28%
                                 got the shot

http://bit.ly/c2R2tF
“Channel factors,” originally identified
by Kurt Lewin, have been shown to play
a significant role in determining how
people behave. Small first steps—minor
sunk costs, a priori commitments, etc.—
can lead to significant shifts in
subsequent behavior.
Small first steps.
www.getmentalnotes.com
www.getmentalnotes.com
Go
photograph
your favorite
  places!
Go
photograph
your favorite
  places!
Place these items on hold (and pay in person)                                         Place these items on hold (and pay in person)
or change payment method                                                              or change payment method



 Your Contact Information                                                              Your Contact Information
 Name:                                                                                 Name:
  First Name                  Last Name                                                 First Name                  Last Name


 Contact:                                                                              Contact:
  Email
     Phone

  So we can send you an email confirmation!
                                                                                 VS     Email
                                                                                           Phone

                                                                                        So we can send you an email confirmation!


  Phone
     Phone                                                                              Phone
                                                                                           Phone

  So we can confirm your order and let you know when it’ll be ready for pickup!          So we can confirm your order and let you know when it’ll be ready for pickup!




                                                                                       What time do you think you’ll pick this up?
CHALLENGE:
    You are a travel site.

When should you ask someone
  to setup their account?
The Subtle Art of Seduction
The Subtle Art of Seduction
Notice how hotel.com begins with create account offer... (More seductive?)
Notice how hotel.com begins with create account offer... (More seductive?)
The Subtle Art of Seduction
http://bit.ly/c3axQv
19%

                       GROUP 1
                                 filled up the punch card




http://bit.ly/c3axQv
19%

                       GROUP 1
                                 filled up the punch card




                       GROUP 2
                                 34%
                                 filled up the punch card



http://bit.ly/c3axQv
www.getmentalnotes.com
www.getmentalnotes.com
www.getmentalnotes.com
www.getmentalnotes.com
VS
VS
“Get ready for bed.”
“Get ready for bed.”


        VS

Get your jammies on.
 Brush your teeth.
 Use the bathroom.
  Get in your bed.
The Subtle Art of Seduction
(Inline Contextual Actions)
Coming on too strong.
   (How not to)
http://bit.ly/bOpLvH
                       http://www.flickr.com/photos/10306745@N00/4257456655/
http://bit.ly/bOpLvH
                       http://www.flickr.com/photos/10306745@N00/4257456655/
http://verifyapp.com/
The Subtle Art of Seduction
The Subtle Art of Seduction
The Subtle Art of Seduction
The Subtle Art of Seduction
The Subtle Art of Seduction
https://www.kapitall.com/
https://www.kapitall.com/
https://www.kapitall.com/
https://www.kapitall.com/
https://www.kapitall.com/
http://highrisehq.com/
The Subtle Art of Seduction
You had to be there!
Video clip showing how you
 can click links to reveal
     form field options
If every additional form field
lowered response rates by 10%,
what would you cut?
Your Contact Information        Your Contact Information
 First Name:                    Name:
                                First Name   Last Name
 Last Name:
                           VS   Contact:
      Email:                    Email
                                   Phone


     Phone:                     Phone
                                   Phone
Your Contact Information        Your Contact Information
 First Name:                    Name:
                                First Name   Last Name
 Last Name:
                           VS   Contact:
      Email:                    Email
                                   Phone


     Phone:                     Phone
                                   Phone
The Subtle Art of Seduction
The Subtle Art of Seduction
VS

Payment Information:
                                  Other form of payment?


Credit Card Number          CVC Code


Expires:   01        2009
Payment Information:
                             Other form of payment?


                       CVC Code


Expires:   01   2009
Payment Information:
                             Other form of payment?


5111302                CVC Code


Expires:   01   2009
Payment Information:
                          Other form of payment?


5111302111111113


Expires:   01      2009
Attracting attention.
www.getmentalnotes.com
www.getmentalnotes.com
The Subtle Art of Seduction
http://dmix.ca/2010/05/how-we-increased-our-conversion-rate-by-72/
http://dmix.ca/2010/05/how-we-increased-our-conversion-rate-by-72/
improved signups by


                                                                     31 %

http://dmix.ca/2010/05/how-we-increased-our-conversion-rate-by-72/
http://bit.ly/bje4wI
http://bit.ly/bje4wI
http://bit.ly/bje4wI
http://bit.ly/bje4wI
http://bit.ly/bje4wI
http://bit.ly/bje4wI
Would you like to
  • pay online
  • pay over the phone
  • or place this order on hold

                         VS
Pay online or over the phone?

You can also place these items on hold and pay for
them when you pick them up.
The Subtle Art of Seduction
You had to be there!
Video clip showing animated
    “Stumble!” button
You had to be there!
 Video clip showing “flyout”
animation that occurs as you
    scroll down the page.
Video clip- just go to www.jetsetter.com
Offering suggestions.
http://www.flickr.com/photos/26235754@N05/2794828678/
The Power of Defaults
(Benign / Libertarian Paternalism)
“Where should we go for lunch?”
The Subtle Art of Seduction
The Subtle Art of Seduction
The Subtle Art of Seduction
increased completions by



 29%
The Subtle Art of Seduction
The Subtle Art of Seduction
By the end of the year, Gabriel will be able to...
By the end of the year, Gabriel will be able to...

persuasive essay
Oops! “persuasive” is not a verb!
By the end of the year, Gabriel will be able to...

persuasive essay
Oops! “persuasive” is not a verb!
By the end of the year, Gabriel will be able to...

persuasive essay
Oops! “persuasive” is not a verb!
The Subtle Art of Seduction
The Subtle Art of Seduction
The Subtle Art of Seduction
The Subtle Art of Seduction
http://blog.steepster.com/post/226679106/better-rating-system
Make it personal.
The mere presence of others
dramatically changes our behavior.
The mere presence of others
dramatically changes our behavior.
The mere presence of others
dramatically changes our behavior.
The mere presence of others
dramatically changes our behavior.
The Subtle Art of Seduction
http://afterthemeeting.com/
http://afterthemeeting.com/
kept 1 million people a year on the site.
kept 1 million people a year on the site.




1 Million
less deactivated accounts!
I could go on…
REVEALING SUBTLE MOMENTS
1.   Role play the interaction
2.   Script the narrative experience

3.   Break down compound requests into
     simple next steps (sequencing)

4.   Minimize the number of choices (& actions)
     a person has to make at any one moment

5.   Look for “micromoments”

6.   Clicks over characters!
Yes, we did some live role playing! It was fun.
Yes, we did some live role playing! It was fun.
1.   Role play the interaction
2.   Script the narrative experience

3.   Break down compound requests into
     simple next steps (sequencing)

4.   Minimize the number of choices (& actions)
     a person has to make at any one moment

5.   Look for “micromoments”

6.   Clicks over characters!
The Subtle Art of Seduction
1.   Role play the interaction
2.   Script the narrative experience

3.   Break down compound requests into
     simple next steps (sequencing)

4.   Minimize the number of choices (& actions)
     a person has to make at any one moment

5.   Look for “micromoments”

6.   Clicks over characters!
1.   Role play the interaction
2.   Script the narrative experience

3.   Break down compound requests into
     simple next steps (sequencing)

4.   Minimize the number of choices (& actions)
     a person has to make at any one moment

5.   Look for “micromoments”

6.   Clicks over characters!
The Subtle Art of Seduction
The Subtle Art of Seduction
Place these items on hold (and pay in person)                                         Place these items on hold (and pay in perso
or change payment method                                                              or change payment method



 Your Contact Information                                                              Your Contact Information
 Name:                                                                                 Name:
  First Name                  Last Name                                                 First Name                  Last Name

 Contact:                                                                              Contact:
  Email
     Phone

  So we can send you an email confirmation!
                                                                                 VS     Email
                                                                                           Phone

                                                                                        So we can send you an email confirmation!

  Phone
     Phone                                                                              Phone
                                                                                           Phone
  So we can confirm your order and let you know when it’ll be ready for pickup!          So we can confirm your order and let you know when it’ll be ready for pickup!


 Contact you:     by phone




                                                                                          Got it!

                                                                                          How would you like to be contacted?
                                                                                           •by phone (default)
                                                                                           •by email
1.   Role play the interaction
2.   Script the narrative experience

3.   Break down compound requests into
     simple next steps (sequencing)

4.   Minimize the number of choices (& actions)
     a person has to make at any one moment

5.   Look for “micromoments”

6.   Clicks over characters!
Your Contact Information
Name:
First Name   Last Name

Contact:



Email
   Phone




Phone
    Phone
Your Contact Information
Name:
First Name                 Last Name

Contact:



Email
   Phone



 So we can send you an email confirmation!


Phone
    Phone
Your Contact Information
Name:
First Name                   Last Name

Contact:



Email
   Phone



 So we can send you an email confirmation!


Phone
    Phone



 So we can confirm your order and let you know when it’ll be ready for pickup!
1.   Role play the interaction
2.   Script the narrative experience

3.   Break down compound requests into
     simple next steps (sequencing)

4.   Minimize the number of choices (& actions)
     a person has to make at any one moment

5.   Look for “micromoments”

6.   Clicks over characters!
List your favorite bands, separated by commas:




                          VS
1.   Role play the interaction
2.   Script the narrative experience

3.   Break down compound requests into
     simple next steps (sequencing)

4.   Minimize the number of choices (& actions)
     a person has to make at any one moment

5.   Look for “micromoments”

6.   Clicks over characters!
www.getmentalnotes.com
Lots of inspiring examples & advice–
stuff you can actually use!              Integrate behavioral economics,
                                         neuroscience, game mechanics, and
                                         rhetoric into your design process

        The Art & Science of
       Seductive Interactions Workshop
 Bring your design to the next level    For anyone involved with
 using natural curiosity, playfulness   Web sites or applications
 and other delightful elements



     poetpainter.com/seductive-interactions
T ha nks!!
            Stephen P. Anderson
         www.getmentalnotes.com
                         www.poetpainter.com
                 www.slideshare.net/stephenpa


The W or ks hop !
  poetpainter.com/seductive-interactions

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