Persuasive web design

Principles and effects

– Opt-out works better than opt-in
> Make the default option the option that you want the user to take.
Read more:  here and see Dan Ariely’s video about decisions.

– Adding unattractive options makes other options more attractive
> Goldilocks pricing effect (also here)

Limit choice

> 10 or more makes deciding harder. Maximum 7. Depends on content type.
> Limit the number of choices to 3 or 4
Related to: Goldilocks effect and abundance of choice affects decision making

– Order effect

> Show products from most to least expensive.
Read more: here

Social validation/proof

> Add testimonials and reviews, ratings (or tweets, likes, diggs)
> Reviews work better if users can relate to the reviewer (e.g. mention age, location or occupation)
> Expert opinions work well
Read more: here and Neuro Web Design book

Give the preffered option prominence

> Promote the product (e.g. on homepage)
> Highlight the product that needs promoting (using background color, font size, ‘popular’ stickers, 3D jump-out effect) to make it stick out when presented near others
Read more: Goldilocks effect

Progress bars

Your profile is x% complete. LinkedIn Profile completeness  (empty space)


LinkedIn progress bars use completeness’ principle


I like to do what I say / said I was going to


Feedback loop: e.g. instant gratification of seeing movie recommendations while you click movies you like


> Covering your personal Skype profile photograph with an (annoying) ‘90% complete’ bar


Dashboards visualised where you can be: show empty slots/gray checkmarks , ( or shocking image?)

Empty slot example: Facebook “Your comment here” empty input field with your profile picture under every post.


Scarcity, time-limit


Visual imagery


Download/read this..for free!

Merchandising: support up-selling, cross-selling, and impulse buying.

> Provide ‘others liked’, ‘similar products’ on product detail pages
> Seduce at the right time

Read more: here (!) here , online impulse shopping

Seduce but don’t deceive
> Create trust and confidence, demonstrate value, and guide the customer through the decision-making process
> Don’t push, over-manipulate
> Don’t be deceiving (see dark patterns)
>Avoid situations where users may feel cheated
Read more: here

To be continued..

How to implement in your project

How can we leverage  {social proof}  to get …. (goal)  –

Great presentations ++

General usability still counts!

People don’t read on the web, they scan

Keep texts relevant, short and bulleted to increase the chance they will be read






One Response to Persuasive web design

  1. İlgiyle takip ediyorum teşekkürler

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