Principles of Persuasive Web Design

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What’s the best way to persuade somebody when talking to them? You have to be confident, talk fast and swear a little, among other things. But what about persuading somebody without words – possible? You bet.

Business

Act confident. Talk fast. Swear.

@peeplaja #ConvCon

Design is not just how it looks, but how it works

@peeplaja #ConvCon

Can’t get
much clearer
@peeplaja #ConvCon

Google: “…designers should regard not only visual complexity,
but also the factor prototypicality very carefully when
designing a website. […] Negative product expectations lead to
lower satisfaction.“

@peeplaja #ConvCon

Simpler go to Airbnb to look at the photos, and dream of travelling.”
“I regularlyis better.
@peeplaja #ConvCon

What sticks out, gets picked
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$2,684,000

* Monetate 2011
@peeplaja #ConvCon

13.26% lift

11.78% lift

7.48% lift

8.28% lift

* Monetate 2012
@peeplaja #ConvCon

One primary action per screen

@peeplaja #ConvCon

Keep secondary actions secondary

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Principles of Persuasive Web Design

2. Act confident. Talk fast. Swear. @peeplaja #ConvCon

3. Silent persuasion

4. Design is not just how it looks, but how it works @peeplaja #ConvCon

5. @peeplaja #ConvCon

6. @peeplaja #ConvCon

7. @peeplaja #ConvCon

8. • • • • @peeplaja #ConvCon

9. @peeplaja #ConvCon

10. @peeplaja #ConvCon

11. @peeplaja #ConvCon

12. @peeplaja #ConvCon

13. @peeplaja #ConvCon

14. @peeplaja #ConvCon

15. Can’t get much clearer @peeplaja #ConvCon

16. @peeplaja #ConvCon

17. @peeplaja #ConvCon

18. @peeplaja #ConvCon

19. @peeplaja #ConvCon

20. @peeplaja #ConvCon

21. • • • @peeplaja #ConvCon

22. Google: “…designers should regard not only visual complexity, but also the factor prototypicality very carefully when designing a website. […] Negative product expectations lead to lower satisfaction.“ @peeplaja #ConvCon

23. @peeplaja #ConvCon

24. @peeplaja #ConvCon

25. @peeplaja #ConvCon

26. @peeplaja #ConvCon

27. @peeplaja #ConvCon

28. @peeplaja #ConvCon

29. @peeplaja #ConvCon

30. @peeplaja #ConvCon

31. @peeplaja #ConvCon

32. @peeplaja #ConvCon

33. 20%

34. @peeplaja #ConvCon