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The future of great Web design is about creating customer engagement and commitment in a way that clearly impacts business results and measurable goals. Whether a Web site is e-commerce, informational, or transactional, it must motivate people to make decisions online that lead to conversion of one sort or another. ^{link »}

P ersuasion, E motion and T rust—has its basis in a deep understanding of customers’ subtle emotional triggers and employs a rigorous set of new, research-based methods and techniques. ^{link »}

We need to create an online shopping experience that is persuasive . ^{link »}

The online shopping experience must be motivational for customers, not just easy and satisfying. ^{link »}

A rating of high satisfaction does not ensure a conversion. We need to create an experience that motivates action . ^{link »}

Once a customer has entered a Web site, we must create a sense of trust, or there will be no transaction. Users assess a site’s credibility in a moment, then also make a longer-term evaluation of its trustworthiness. Two different sets of markers in a site’s design provide the basis for these two evaluations: Superficial markers like layout and graphics provide the basis for fast, thin-slicing evaluations. The quality of information, credentials, and references are the focus of more involved evaluations. ^{link »}

Through persuasion methods, we might make a policy seem inexpensive or make someone feel obligated to buy a policy. ^{link »}

e.g., quality of ingredients ^{link »}

persuasive design also requires examining how participants feel about buying a product, whether they would buy, and whether a site motivates them to buy. ^{link »}

we’re looking at human preference and decision-making. So we need to go further in our research. We probe the depths of customers’ drives, uncover their deep beliefs and feelings, and understand the blocks and fears that keep them from taking particular actions. ^{link »}

The thinking processes that guide our commercial choices are complex and emotional, not logical and linear. Malcolm Gladwell’s book, Blink: The Power of Thinking Without Thinking , deals with the primary role that snap judgments play in consumer decisions. ^{link »}

Charting a user’s completely unconscious cognitive processing can be as critical as looking at beliefs and feelings. ^{link »}

Once we’d discovered and defined the key user motivations, drivers, blocks, and barriers, we created innovative design elements to fulfill the aspirations of site visitors ^{link »}

These new elements engage visitors in ways that remove barriers and blocks and encourage deeper interaction. ^{link »}

During the redesign, HFI’s experts were careful to ensure users could complete key tasks that are critical to the lottery’s business goals, while still making them more fun and enjoyable. ^{link »}

Persuasive design pushes designers to clearly define a Web site’s purpose—and its persuasion objectives . For e-commerce sites, the objectives are to inspire their customers’ trust, engage them, and persuade them to buy their products or services. ^{link »}

Only after identifying such persuasion objectives and articulating them precisely can we choose the appropriate techniques from our toolkit of persuasion technologies. For example, with PET design , HFI applies very specific techniques that are based on the principles of social pressure, scarcity, or contrast. ^{link »}

So, if you want users to experience a sense of discovery or achievement, consider intentionally building in some interesting sources of challenge for them to overcome along the path. ^{link »}

e-tailers want customers to encounter as many products as possible ^{link »}

retail spaces are designed not to optimize efficiency, but to optimize persuasion opportunities . The same principle applies in the online environment. While preserving usability, so users don’t feel frustration or other negative emotions, it’s still possible to create a more interesting and entertaining user experience that maximizes persuasion opportunities. ^{link »}

establishing trust between the customer and the e-tailer from the start. Only on a platform of trust can we persuade customers to take the actions we intend on a site. But it’s not enough to simply want to be trusted. An organization must systematically foster user trust. ^{link »}

Another trust technique is matching existing knowledge—that is, presenting a piece of information users know is true to strengthen the credibility of your subsequent claims. ^{link »}

Another method of establishing trust is arguing against self-interest. ^{link »}

Persuasion is the name of the game for them, too, but the tried-and-true techniques of priming, framing, and conditioning—which get people to feel that a product is familiar, good, and attractive—are usually applied in older, static media in which messaging flows only one way. ^{link »}

It lets us go far beyond traditional marketing approaches to use persuasion tools and techniques such as influence methods that make a product or service appear particularly appealing. It covers the triggers that can be fired off to make people commit and take action. ^{link »}

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