1. seductive How to design a website

2. @andrewfantastic 3. Liking, authority 4. Social proof 5. Social proof 6. Email #3: We emphasized scarcity by placing a time limit on the offer only 12 days away. 7. #5: We emphasized scarcity by making something unavailable You cant buy it until World Usability Day next week. 8. #7: We invoked social proof by implying that hundreds of people will be signing up if youre one of the first 200 to buy. 9. #9: We emphasized scarcity by making something unavailable The Redesign Bonanza is now CLOSED. 10. #10: We re-opened the offer, for 6 hours. Guess what happened? (Ill tell you at the end) 11. seductive How to design a website 12. Desirable Usable Useful 13. Help people to Choose well 14. Hicks Law The time it takes to make a decision increases as the number of alternatives increases T = b log2(n+1) 15. 1. Design 6-jam web pages 16. Which circle is bigger? 17. Choice is relative 18. Men pay more for accessories after buying a suit than before 19. 2. Consider cross-selling and up-selling 20. On a voting paper where would you want your name on the list? 21. The first row is three times more likely to be clicked on than the second row 22. 3. Make sure the first item is the thing you want to sell the most 23. How much for an add-on? 24. Making it deliberately hard for people to make choices is evil 25. Design for Social proof 26. We tend to follow the patterns of similar people (particularly in new or unfamiliar situations) 27. Which rating would you trust more? 28. 4. Use reviews and ratings 29. 5. Use data and statistics 30. 6. Use graphs and charts 31. Be Likable 32. We like people like us 33. 7. Use testimonials and case studies (With photos and relevant details that help visitors to relate to them) 34. 8. Show photos of your team 35. 75 36. 9. Show some personality And have a sense of humour 37. If someone is physically attractive, people tend to assume they also have a host of admirable qualities, such as intelligence and honesty - B.J. Fogg 38. Teachers presume that good-looking children are more intelligent than their less attractive classmates 39. A visually appealing website is seen as more credible 40. 10. Be attractive 41. Design for Scarcity 42. If something has limited availability, then we assume that it is more valuable 43. 11. Emphasize limited numbers 44. 12. Emphasize deadlines 45. 13. Use phrases like today only and for a limited time 46. 14. Encourage competition 47. Design for Reciprocity 48. What would happen if you sent Christmas cards to 578 complete strangers? 49. If I give something to you or help you in any way, then you are obliged to return the favour 50. The most popular spot on the Xero home page? Try for free 51. 15. Give away free product information recommendations upgrades 52. Visitors are twice as likely to fill out the form after receiving the freebie 53. 16. Give people the freebie before asking them for anything in return 54. Conclusion 55. Scarcity e.g. one day only Reciprocity e.g. giving money to the Dian Fossey Gorilla Fund Likeness e.g. tone of the emails Authority e.g. WUD and UPA logos Social proof e.g. customer logos, testimonials Loss aversion e.g. re-opening the special World Usability Day special 56. 17 sales were made before the doors were opened 57. Re-opening the offer for 6 hours resulted in an extra 15% sales 58. 5 months revenue in one month! 59. Next steps 60. Help people to Choose well 1. Design 6-jam web pages 2. Consider cross-selling and up- selling 3. Make sure the first item is the thing you want to sell the most Design for Social proof 4. Use reviews and ratings 5. Use data and statistics 6. Use graphs and charts Be Likable 7. Use testimonials and case studies, with photos and relevant details that help visitors to relate to them 8. Show photos of your team 9. Show some personality, and have a sense of humour 10. Be attractive Design for Scarcity 11. Emphasize limited numbers 12. Emphasize deadlines 13. Use phrases like today only and for a limited time 14. Encourage competition Design for Reciprocity 15. Give away free product, information, recommendations, upgrades 16. Give people the freebie before asking them for their contact details 61. trent@optimalusability.com @trentmankelow @OptimalNZ Sign up to our newsletter at www.optimalusability.com 62. Links / Picture Credits Slide 1: Photo is of Psyche Revived by Cupid's Kiss from www.en.wikipedia.org/wiki/File:Psyche_revived_Louvre_MR1777.jpg Slide 3: www.optimalworkshop.com Slide 4: www.worldusabilityday.org Slide 22: Jam photo from www.caterwauls.ca/new_page_15_files/berry%20jams.JPG Slide 22: Diagram of jams from Neuro Web Design (2009) Slide 23: www.dropbox.com Slide 24: www.slideshare.net/adamsmith1/from-zero-to-a-million-users-dropbox-and-xobni-lessons-learned Slide 26: www.sovereign.co.nz Slide 27: www.aia.co.nz Slide 28: www.pinnaclelife.co.nz Slide 30: www.travelbug.co.nz/b Slide 33: Images from www.3wisemen.co.nz Slide 34: www.woolworths.co.nz Slide 36: Image from www.elections.org.nz/voting/votingsub/sample-ballot-paper.html Slide 38: www.newplymouthnz.com Slide 39: www.nelsoncitycouncil.co.nz Slide 40: www.aucklandcity.govt.nz Slide 46: www.whatsmynumber.org.nz Slide 47: www.telme.org.nz Slide 51: Image from www.odt.co.nz/118554/apples-iphone-4-sale-after-delay Slide 52: www.tripadvisor.com Slide 54: www.rabodirect.co.nz/term-deposits/default.aspx Slide 55: www.consumer.org.nz/reports/vacuum-cleaners Slide 57: www.treatme.co.nz Slide 57: www.grabaseat.co.nz Slide 57: www.powershop.co.nz Slide 57: www.xero.com Slide 57: www.powerswitch.org.nz/powerswitch 63. Links / Picture Credits Slide 59: www.powershop.co.nz/greater-savings-pricing.html Slide 60: www.opower.com Slide 62: Image from www.superpunch.blogspot.com/2011/03/facebook-like-button-added-to-elevator.html Slide 63: www.careers.govt.nz Slide 68: www.powershop.co.nz/smarter-power.html Slide 68: www.xero.com/customers Slide 68: www.kiwibank.co.nz/personal-banking/investments Slide 68: www.inform.co.nz/testimonials Slide 70: www.optimalusability.com/our-clients/client-feedback Slide 71: www.optimalusability.com/about/our-people Slide 72: www.anz.co.nz/personal/investments-advice/financial-planning Slide 72: www.asb.co.nz/Personal/Investments/Get-advice/Choose-a-Wealth-Manager#centralnorthisland Slide 74: www.localist.co.nz/ Slide 75: www.twitter.com/#!/AirNZFairy Slide 76: www.sorted.org.nz/blog/sorted-turns-8 Slide 77: www.snapper.co.nz/newsroom/2011/03/24/pimp-your-phone-with-a-snapper-ringtone Slide 80: Image from www.nzia.co.nz/projectImages/672132fd/Images/Art%20Maths%20Classroom%20Block%20_%20Classroom%20_%206%20of%206.jpg Slide 81: www.siphawaii.com Slide 84: www.sonar6.com Slide 89: www.grabaseat.co.nz Slide 93: www.grabone.co.nz Slide 100: www.grabaseat.co.nz/secure/auctions Slide 102: www.onceit.co.nz Slide 105: Image from http://feelincrafty.wordpress.com/2011/01/04/oh-christmas-card-oh-christmas-card Slide 107: www.linkedin.com/home Slide 107: www.trademe.co.nz Slide 108: www.xero.com 64. Links / Picture Credits Slide 109: www.westpac.co.nz/olcontent/olcontent.nsf/Content/Buying+a+house+checklists Slide 111: www.theanswerroom.co.nz Slide 112: www.fatso.co.nz Slide 112: www.amazon.com Slide 113: www.bnz.co.nz Slide 115: http://www.slideshare.net/Optimal.Usability/how-to-create-online-experiences-that-people-love Slide 123: www.getmentalnotes.com Slide 124: www.danlockton.com/dwi/Main_Page