How to use Persuasive Design to improve conversion. This presentation summarizes the key findings from psychology that you need in order to increase the likelihood of converting your customers online. 20 years of research, 11 books turned into a 20 minute presentation!

1. P.B. J. + Beginnings Persuasion Usability Definition What is it? Why bother? Still need help? Persuasive Design Twitter: #persuasivedesign Hire Us Persuasion During Buying Process oops Freudian slip “I want one but…” “What’s that?” “Oh Cool” “Why wouldI want one?” “Is it anygood?” “Conversion” “Is it worththat price?” LikabilityFreeCommitment Scarcity Loss Aversion Ownership Intrigue Endowment Aesthetics Loss Aversion Status Quo Effort FramingAnchoringMimicry NarrativeAchievement ReputationAuthority Social Proof

2. Vision Science Cognitive Neuroscience PhD: Math in Brain Linguistics PhD Cognitive Science Post Doc at UCLAduring Dot.Com boom John Whalen Professor in Psychology Director, User Experience& Design @ e.magination Usability/ Accessibility User Experience OnlineStrategy InformationArchitecture

3. Baltimore’sLargest DOJ VisualDesign FDA InteractionDesign ContentCreation USDA Since 1992 Usability/ Accessibility InformationArchitecture SampleClients CareFirst About AARP e.magination Ad.com Design Comcast Discovery Delivery Development OnlineStrategy Web Sites User Research Support CMS .NET Custom Apps Intranets MicrosoftSharePoint CustomApps Stakeholder Research CommerceServer eCommerce SystemIntegration Competition Online Facebook iPhone

4. P.B. J. Beginnings Persuasion Usability Definition Why bother? What is it? Still need help? Same old Same old Persuasive Design Hire Us Persuasion During Buying Process oops Freudian slip “I want one but…” “What’s that?” “Oh Cool” “Why wouldI want one?” “Is it anygood?” “Conversion” “Is it worththat price?” LikabilityFreeCommitment Scarcity Loss Aversion Ownership Intrigue Endowment Aesthetics Loss Aversion Status Quo Effort FramingAnchoringMimicry NarrativeAchievement ReputationAuthority Social Proof

5. 2000 2005 2010

6. I define persuasive technology as any interactive computing system designed to change people’s attitudes or behaviors.

7. P.B. J. + Beginnings Persuasion Usability Definition What is it? Why bother? Still need help? Same old Same old Persuasive Design Hire Us Persuasion During Buying Process oops Freudian slip “I want one but…” “What’s that?” “Oh Cool” “Why wouldI want one?” “Is it anygood?” “Conversion” “Is it worththat price?” LikabilityFreeCommitment Scarcity Loss Aversion Ownership Intrigue Endowment Aesthetics Loss Aversion Status Quo Effort FramingAnchoringMimicry NarrativeAchievement ReputationAuthority Social Proof

8. PremiumAccount Registration Membership Effort Time

9. PremiumAccount Registration Membership Effort Time Reduce effort with Usability

10. PremiumAccount Registration Membership Effort Conversion!!! Time Add persuasion to motivate effort

11. AAA / HFI It works – double the funnel

12. P.B. J. Beginnings Persuasion Usability Definition What is it? Why bother? Still need help? Same old Same old Persuasive Design Hire Us Persuasion During Buying Process oops Freudian slip “I want one but…” “Oh Cool” “Why wouldI want one?” “Is it anygood?” “Conversion” “Is it worththat price?” “What’s that?” Scarcity Loss Aversion Ownership LikabilityFreeCommitment Intrigue Endowment Aesthetics Loss Aversion Status Quo Effort FramingAnchoringMimicry NarrativeAchievement ReputationAuthority Social Proof

13. Likeability Free Commitment

14. C B A Likeability Free Commitment

15. P.B. J. Beginnings Persuasion Usability Definition What is it? Why bother? Still need help? Same old Same old Persuasive Design Hire Us Persuasion During Buying Process oops Freudian slip “I want one but…” “Why wouldI want one?” “Is it anygood?” “Conversion” “Is it worththat price?” “What’s that?” “Oh Cool” Scarcity Loss Aversion Ownership LikabilityFreeCommitment Intrigue Endowment Aesthetics Loss Aversion Status Quo Effort FramingAnchoringMimicry NarrativeAchievement ReputationAuthority Social Proof

16. Intrigue Endowment Aesthetics

17. Which works better? Intrigue Endowment Aesthetics

18. P.B. J. Beginnings Persuasion Usability Definition What is it? Why bother? Still need help? Same old Same old Persuasive Design Hire Us Persuasion During Buying Process oops Freudian slip “I want one but…” “Is it anygood?” “Conversion” “Is it worththat price?” “What’s that?” “Oh Cool” “Why wouldI want one?” Scarcity Loss Aversion Ownership LikabilityFreeCommitment Intrigue Endowment Aesthetics Loss Aversion Status Quo Effort FramingAnchoringMimicry NarrativeAchievement ReputationAuthority Social Proof

19. Narrative Achievement

20. Barbeque by the pool Narrative Achievement

21. Narrative Achievement

22. Where’s the barbeque? Narrative Achievement

23. P.B. J. Beginnings Persuasion Usability Definition What is it? Why bother? Still need help? Same old Same old Persuasive Design Hire Us Persuasion During Buying Process oops Freudian slip “I want one but…” “Why wouldI want one?” “Conversion” “Is it worththat price?” “What’s that?” “Oh Cool” “Is it anygood?” Scarcity Loss Aversion Ownership LikabilityFreeCommitment Intrigue Endowment Aesthetics Loss Aversion Status Quo Effort FramingAnchoringMimicry NarrativeAchievement ReputationAuthority Social Proof

24. B ??? C A Reputation Authority Social Proof

25. P.B. J. Beginnings Persuasion Usability Definition What is it? Why bother? Still need help? Same old Same old Persuasive Design Hire Us Persuasion During Buying Process oops Freudian slip “I want one but…” “Why wouldI want one?” “Conversion” “What’s that?” “Oh Cool” “Is it anygood?” “Is it worththat price?” Scarcity Loss Aversion Ownership LikabilityFreeCommitment Intrigue Endowment Aesthetics Loss Aversion Status Quo Effort FramingAnchoringMimicry NarrativeAchievement ReputationAuthority Social Proof

26. B A C ??? Framing Anchoring Mimicry

27. P.B. J. Beginnings Persuasion Usability Definition What is it? Why bother? Still need help? Same old Same old Persuasive Design Hire Us Persuasion During Buying Process oops Freudian slip “Why wouldI want one?” “Conversion” “What’s that?” “Oh Cool” “Is it anygood?” “Is it worththat price?” “I want one but…” Scarcity Loss Aversion Ownership LikabilityFreeCommitment Intrigue Endowment Aesthetics Loss Aversion Status Quo Effort FramingAnchoringMimicry NarrativeAchievement ReputationAuthority Social Proof

28. A B C Loss Aversion Status Quo Effort

29. A A A Loss Aversion Status Quo Effort

30. B C C Loss Aversion Status Quo Effort

31. P.B. J. Beginnings Persuasion Usability Definition What is it? Why bother? Still need help? Same old Same old Persuasive Design Hire Us Persuasion During Buying Process oops Freudian slip “Why wouldI want one?” “What’s that?” “Oh Cool” “Is it anygood?” “Is it worththat price?” “I want one but…” “Conversion” LikabilityFreeCommitment Scarcity Loss Aversion Ownership Intrigue Endowment Aesthetics Loss Aversion Status Quo Effort FramingAnchoringMimicry NarrativeAchievement ReputationAuthority Social Proof

32. C A & B Scarcity Loss Aversion Ownership

33. Phew !!!

34. P.B. J. Beginnings Persuasion Usability Definition What is it? Why bother? Still need help? Same old Same old Persuasive Design Hire Us Persuasion During Buying Process oops Freudian slip “Why wouldI want one?” “Conversion” “What’s that?” “Oh Cool” “Is it anygood?” “Is it worththat price?” “I want one but…” Scarcity Loss Aversion Ownership LikabilityFreeCommitment Intrigue Endowment Aesthetics Loss Aversion Status Quo Effort FramingAnchoringMimicry NarrativeAchievement ReputationAuthority Social Proof

35. Persuasive Design slideshare.net/emagination Twitter: #persuasivedesign Thank You John Whalen e.magination emagination.com john.whalen@emagination.com @emagination @johnwhalen 240-281-0764

36. Likeability – capture them with visuals Free – give something away to ask for return favor Commitment – ask for small commitment to build bigger ones Intrigue – gradually reveal information – make me look Endowment – if I’ve worked harder its more valuable to me Aesthetics – more aesthetically pleasing feels more usable Narrative – tell me a story about how this fits my life Achievement – show me that I've made an accomplishment Reputation – the brand’s reputation counts Authority – official recognition important Social Proof – if everyone else is buying one… Loss Aversion – how do I know I’m not going to lose on the deal? Status Quo – must overcome how things are today w/ shopper Effort – how hard is it to check out? Scarcity – if I might not be able to get one I want it more Loss Aversion – don’t want to lose out on the deal Ownership – let me be in control during the buying process

37. Likeability – capture them with visuals Free – give something away to ask for return favor Commitment – ask for small commitment to build bigger ones Intrigue – gradually reveal information – make me look Endowment – if I’ve worked harder its more valuable to me Aesthetics – more aesthetically pleasing feels more usable Narrative – tell me a story about how this fits my life Achievement – show me that I've made an accomplishment Reputation – the brand’s reputation counts Authority – official recognition important Social Proof – if everyone else is buying one… Loss Aversion – how do I know I’m not going to lose on the deal? Status Quo – must overcome how things are today w/ shopper Effort – how hard is it to check out? Scarcity – if I might not be able to get one I want it more Loss Aversion – don’t want to lose out on the deal Ownership – let me be in control during the buying process

38. Likeability – capture them with visuals Free – give something away to ask for return favor Commitment – ask for small commitment to build bigger ones Intrigue – gradually reveal information – make me look Endowment – if I’ve worked harder its more valuable to me Aesthetics – more aesthetically pleasing feels more usable Narrative – tell me a story about how this fits my life Achievement – show me that I've made an accomplishment Reputation – the brand’s reputation counts Authority – official recognition important Social Proof – if everyone else is buying one… Loss Aversion – how do I know I’m not going to lose on the deal? Status Quo – must overcome how things are today w/ shopper Effort – how hard is it to check out? Scarcity – if I might not be able to get one I want it more Loss Aversion – don’t want to lose out on the deal Ownership – let me be in control during the buying process

39. Likeability – capture them with visuals Free – give something away to ask for return favor Commitment – ask for small commitment to build bigger ones Intrigue – gradually reveal information – make me look Endowment – if I’ve worked harder its more valuable to me Aesthetics – more aesthetically pleasing feels more usable Narrative – tell me a story about how this fits my life Achievement – show me that I've made an accomplishment Reputation – the brand’s reputation counts Authority – official recognition important Social Proof – if everyone else is buying one… Loss Aversion – how do I know I’m not going to lose on the deal? Status Quo – must overcome how things are today w/ shopper Effort – how hard is it to check out? Scarcity – if I might not be able to get one I want it more Loss Aversion – don’t want to lose out on the deal Ownership – let me be in control during the buying process

40. Likeability – capture them with visuals Free – give something away to ask for return favor Commitment – ask for small commitment to build bigger ones Intrigue – gradually reveal information – make me look Endowment – if I’ve worked harder its more valuable to me Aesthetics – more aesthetically pleasing feels more usable Narrative – tell me a story about how this fits my life Achievement – show me that I've made an accomplishment Reputation – the brand’s reputation counts Authority – official recognition important Social Proof – if everyone else is buying one… Loss Aversion – how do I know I’m not going to lose on the deal? Status Quo – must overcome how things are today w/ shopper Effort – how hard is it to check out? Scarcity – if I might not be able to get one I want it more Loss Aversion – don’t want to lose out on the deal Ownership – let me be in control during the buying process

41. Likeability – capture them with visuals Free – give something away to ask for return favor Commitment – ask for small commitment to build bigger ones Intrigue – gradually reveal information – make me look Endowment – if I’ve worked harder its more valuable to me Aesthetics – more aesthetically pleasing feels more usable Narrative – tell me a story about how this fits my life Achievement – show me that I've made an accomplishment Reputation – the brand’s reputation counts Authority – official recognition important Social Proof – if everyone else is buying one… Loss Aversion – how do I know I’m not going to lose on the deal? Status Quo – must overcome how things are today w/ shopper Effort – how hard is it to check out? Scarcity – if I might not be able to get one I want it more Loss Aversion – don’t want to lose out on the deal Ownership – let me be in control during the buying process

42. Likeability – capture them with visuals Free – give something away to ask for return favor Commitment – ask for small commitment to build bigger ones Intrigue – gradually reveal information – make me look Endowment – if I’ve worked harder its more valuable to me Aesthetics – more aesthetically pleasing feels more usable Narrative – tell me a story about how this fits my life Achievement – show me that I've made an accomplishment Reputation – the brand’s reputation counts Authority – official recognition important Social Proof – if everyone else is buying one… Loss Aversion – how do I know I’m not going to lose on the deal? Status Quo – must overcome how things are today w/ shopper Effort – how hard is it to check out? Scarcity – if I might not be able to get one I want it more Loss Aversion – don’t want to lose out on the deal Ownership – let me be in control during the buying process

43. Likeability – capture them with visuals Free – give something away to ask for return favor Commitment – ask for small commitment to build bigger ones Intrigue – gradually reveal information – make me look Endowment – if I’ve worked harder its more valuable to me Aesthetics – more aesthetically pleasing feels more usable Narrative – tell me a story about how this fits my life Achievement – show me that I've made an accomplishment Reputation – the brand’s reputation counts Authority – official recognition important Social Proof – if everyone else is buying one… Loss Aversion – how do I know I’m not going to lose on the deal? Status Quo – must overcome how things are today w/ shopper Effort – how hard is it to check out? Scarcity – if I might not be able to get one I want it more Loss Aversion – don’t want to lose out on the deal Ownership – let me be in control during the buying process