tag:econsultancy.com,2008:/blog/tags/persuasion Posts tagged with "persuasion" from the Econsultancy blog 2018-07-02T15:09:56+01:00 tag:econsultancy.com,2008:BlogPost/70142 2018-07-02T15:09:56+01:00 2018-07-02T15:09:56+01:00 Unwelcome urgency - A UX trend gone too far? Tom Dougherty <p><strong>As online consumers - are we are all being rushed into everything a little too quickly these days?</strong></p> <p>A number of recent experiences have prompted me to consider whether the tactic of injecting urgency into the digital buying process is perhaps being abused by some.</p><p><a href="https://econsultancy.com/blog/70142-unwelcome-urgency-a-ux-trend-gone-too-far/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/69965 2018-04-24T11:30:00+01:00 2018-04-24T11:30:00+01:00 How communication theory will help you write better microcopy (& make better products) Ryan Cordell <p><strong>I recently went to a talk at Zone by <a href="http://rtmk.ch">Mikael Krogerus and Roman Tschäppeler</a> in which they promoted their excellent new book, The Communication Book. </strong></p> <p>As a UX writer, I’m naturally interested in communication. All the <a href="https://www.econsultancy.com/blog/search/?only=BlogPost&amp;locale=uk&amp;q=microcopy">microcopy</a> I produce needs to communicate the right information in the right way at the right time. So I was keen to hear about the theories they’ve spent years researching and testing.</p><p><a href="https://econsultancy.com/blog/69965-how-communication-theory-will-help-you-write-better-microcopy-make-better-products/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/67873 2016-05-24T14:19:00+01:00 2016-05-24T14:19:00+01:00 12 examples of persuasive mobile UX from ecommerce app Wish Ben Davis <p><strong><a href="https://itunes.apple.com/gb/app/wish-shopping-made-fun/id530621395?mt=8">Wish</a> is a well-funded mobile commerce platform in Europe and North America.</strong></p> <p>As it is aimed at the deal-mad shopper, it makes a great case study for persuasion in mobile ecommerce.</p> <p>Let's take a look at some elements of the user experience (which isn't one for the faint-hearted).</p><p><a href="https://econsultancy.com/blog/67873-12-examples-of-persuasive-mobile-ux-from-ecommerce-app-wish/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/67158 2015-11-09T11:28:00+00:00 2015-11-09T11:28:00+00:00 Why Lush is the undisputed master of 'B-commerce' Ben Davis <p><strong>Cards on the table, B-commerce (branded ecommerce) is a completely made up term and you have every right to scold me for coining it.</strong></p> <p>What I intend to point out with this clickbait headline (but thorough article) is just how distinctive the Lush website is, both when it comes to editorial and 'messaging', and the nuts and bolts of ecommerce.</p><p><a href="https://econsultancy.com/blog/67158-why-lush-is-the-undisputed-master-of-b-commerce/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/66756 2015-07-28T09:46:00+01:00 2015-07-28T09:46:00+01:00 How to use persuasion throughout the ecommerce customer journey Kath Pay <p><strong>When creating and optimising our ecommerce customer journey, not only do we need to ensure that we make this as frictionless as possible, but also that we make it as persuasive as possible. </strong></p><p><a href="https://econsultancy.com/blog/66756-how-to-use-persuasion-throughout-the-ecommerce-customer-journey/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/64840 2014-05-14T16:31:00+01:00 2014-05-14T16:31:00+01:00 Booking.com: the most persuasive selling page in the world? Paul Rouke <p><strong>In my last article, I asked whether <a href="https://econsultancy.com/blog/64681-is-booking-com-the-most-persuasive-website-in-the-world#i.1cso4ui1efnebh">Booking.com is the most persuasive website in the world</a>.  </strong></p> <p>Now I want to provide more insights on how it is delivering content on a crucial page in the browsing journey: the hotel detail page. </p> <p>If you’d like to read more about the persuasive techniques used on the search results page, take a look at my article titled <a href="https://econsultancy.com/blog/8151-booking-com-improving-conversion-with-best-practice-persuasive-design">Booking.com improving conversion with best practice persuasive design</a>.</p><p><a href="https://econsultancy.com/blog/64840-booking-com-the-most-persuasive-selling-page-in-the-world/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/64729 2014-04-23T10:40:00+01:00 2014-04-23T10:40:00+01:00 Strava VS MapMyRun: seven lessons in explainer homepage design Ben Davis <p><strong>Strava and MapMyRun are both GPS-based web and mobile tracking services for runners and cyclists.</strong></p> <p>At a glance, they have similar homepages, designed to explain the concept and coax visitors to sign up. </p> <p>The respective pages are similarly sized, with large imagery, simple text, top and bottom menus and the aim of quickly informing the user of the service proposition.</p> <p>And yet, Strava is more effective. How does it do it?</p> <p><a href="https://econsultancy.com/blog/64729-strava-vs-mapmyrun-seven-lessons-in-explainer-homepage-design/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/64681 2014-04-10T13:47:00+01:00 2014-04-10T13:47:00+01:00 Is Booking.com the most persuasive website in the world? Paul Rouke <p><strong>One of the most important areas to invest time into is developing the <a href="https://econsultancy.com/blog/63695-five-persuasive-web-design-techniques-to-increase-conversions">persuasive layer </a>of your online experience and deliver more reasons for your visitors to do what you want them to do. </strong></p> <p>In fact, I see persuasion as being one of the next big battlegrounds online.</p> <p>As more websites are upping their game around the fundamentals of good user experience and usability principles they’re looking for the next area of growth and to gain competitive advantage. </p> <p>One brand I’ve paid particular attention to since 2009 has been Booking.com. I previously wrote a piece back in October 2011 about the wide range of <a href="https://econsultancy.com/blog/8151-booking-com-improving-conversion-with-best-practice-persuasive-design">persuasive techniques</a> used on its search results page.</p> <p>Since then Booking.com has continually evolved and refined its online experience, adding in new features, functionality and in particular using even more persuasive techniques.</p> <p>In this article, which is the first in a series,  I’ve highlighted many of these newer features and provided tips and advice on how to apply these techniques to your business. </p><p><a href="https://econsultancy.com/blog/64681-is-booking-com-the-most-persuasive-website-in-the-world/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/64188 2014-01-23T10:44:00+00:00 2014-01-23T10:44:00+00:00 Vistaprint: too much cross-sell or just enough conversion? Ben Davis <p><strong>Vistaprint has an interesting order and checkout process. There is lots of cross-sell and a decent amount of persuasion tactics used.</strong></p> <p>A few years ago, the website was <a href="http://econsultancy.com/blog/3122-overcomplicating-the-checkout-process">all sorts of wrong</a>, as Graham Charlton detailed, beaten only by <a href="http://econsultancy.com/blog/3338-how-to-spoil-your-checkout-process">GoDaddy</a>.</p> <p>Things have moved on and I must say that I don’t think it’s too complicated any more. There are a number of steps to the order process and to the <a href="http://econsultancy.com/reports/checkout-optimization-guide">checkout process</a> but that was to be expected when designing a customised t-shirt (my chosen product).</p> <p>Cross-sell and upsell is now presented on pages where I already feel assured the design process is going well.</p> <p>Mainly there was a lot of clear information and some fairly persuasive copy and design techniques which I think has been judged correctly.</p> <p>However, the company must be careful to keep cross-sell relevant. After being offered similar products, stationery and the like, I was then offered website builds and marketing services. This felt wrong and made me think the process might become more tiresome. If I was busier, I could have abandoned at this point.</p> <p>See what you think of each stage of the order process..</p><p><a href="https://econsultancy.com/blog/64188-vistaprint-too-much-cross-sell-or-just-enough-conversion/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/63931 2013-12-04T14:19:43+00:00 2013-12-04T14:19:43+00:00 12 sales tips from Grand Theft Auto’s hilarious fake adverts Ben Davis <p><strong>I’ve possibly never had so much fun writing an Econsultancy blog post. For an hour or so yesterday, I was listening to ‘old’ in-game radio adverts from the Grand Theft Auto computer games, handily available <a href="http://www.rockstargames.com/advertisingcouncil/">here</a>.</strong></p> <p>Whilst they are hilarious, in aping existing companies they also use many of the ad man’s techniques to sell a product.</p> <p>I’ve tried to succinctly describe these techniques in this post. I hope you enjoy the fake product names and slogans as much as I did, and aren't put off by the some of the products' slightly poor taste. Thanks to <a href="http://econsultancy.com/admin/blog_posts/63931-12-sales-tips-from-grand-theft-auto-s-hilarious-fake-adverts/gta.wikia.com">GTA Wiki</a>, where I grabbed the crazy product images.</p><p><a href="https://econsultancy.com/blog/63931-12-sales-tips-from-grand-theft-auto-s-hilarious-fake-adverts/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/63928 2013-12-04T11:21:00+00:00 2013-12-04T11:21:00+00:00 20 beautiful examples of persuasive ecommerce design Christopher Ratcliff <p><strong>Let’s say you have a great product or service. </strong></p> <p>Let’s also say that whatever SEO, SMO or PPC strategy you’ve used (or not used) is successfully driving traffic to your ecommerce site, and that when those potential customers have clicked through to your homepage, or landing page, you're confident that it ‘looks good’.</p> <p>Finally let’s say your site even provides a fine user experience. No real complaints. Everything works as it should.</p> <p>So now what? </p> <p>Is there anything more you can do to convince that traffic to stay a little while longer? To not bounce straight back to the SERP? To respond to calls-to-action? To increase your conversion rate?</p><p><a href="https://econsultancy.com/blog/63928-20-beautiful-examples-of-persuasive-ecommerce-design/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/63883 2013-11-27T14:58:42+00:00 2013-11-27T14:58:42+00:00 Greeks in plaid: the art of digital marketing persuasion Charity Stebbins <p><strong>The techniques of content or the bigger genre of online marketing are not new, they’re just digitized. If you start looking seriously for the origins of digital marketing, you'll ultimately land in 300BCE.</strong></p> <p>At its heart, digital marketing is persuasion. And if we’re talking about the basics of how to persuade, we should start with Aristotle.</p> <p>Aristotle, the Greek philosopher and father of rhetoric, set the gold standard for <a href="http://econsultancy.com/uk/blog/63695-five-persuasive-web-design-techniques-to-increase-conversions">persuasion</a>. All digital marketing is a shadowy form (Hahaha! Philosophy joke. Anybody?) of his original tenets.</p> <p>You could say that the basic principles of digital marketing are just ancient Greek wisdom dressed up in plaid (that’s what we digital marketers stereotypically wear in the States, at least).</p><p><a href="https://econsultancy.com/blog/63883-greeks-in-plaid-the-art-of-digital-marketing-persuasion-2/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/63695 2013-10-30T16:21:00+00:00 2013-10-30T16:21:00+00:00 Five persuasive web design techniques to increase conversions Christopher Ratcliff <p><strong>People trust what they see far more than what they hear.</strong></p> <p>The human brain processes visuals 50 times faster than text. It’s much easier to persuade someone into action through visual stimulus than by merely talking to them or providing a text document. The same goes for your ecommerce site.</p> <p>At <a href="http://www.distilled.net/events/searchlove-london/">Searchlove</a> yesterday, Conversion XL’s public face and conversion optimisation expert Peep Laja delivered his ideas on <strong>what your site should be doing to attract consumers</strong>, drawing from the latest research on neuro web design.</p><p><a href="https://econsultancy.com/blog/63695-five-persuasive-web-design-techniques-to-increase-conversions/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/63689 2013-10-30T11:45:00+00:00 2013-10-30T11:45:00+00:00 Why copy is Amazon's secret sauce Arjan Haring <p><strong>Many experts assume the social recommendation system is its killer feature. </strong></p> <p>But what exactly about this feature makes it so? What in fact is the magic sauce of Amazon?</p> <p>Sure, there is some predictive value in keeping track of many different variables. There always is. It’s Amazon’s best kept secret.</p> <p>But I am guessing it’s not only a secret for people outside of Amazon. If you would ask me what the most persuasive ingredient is of the sauce, <strong>I would say it’s copy.</strong></p> <p>The smartest algorithms make sure you get to see products that you love (to buy). A recommendation engine knows what you really want, what you really really want. Computing thousands of variables is the key to predicting consumer behavior.</p> <p>Nah, I don’t buy it. The black box probably does have an impact, but I know for sure the copy has.</p><p><a href="https://econsultancy.com/blog/63689-why-copy-is-amazon-s-secret-sauce/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/63114 2013-07-23T12:00:00+01:00 2013-07-23T12:00:00+01:00 Maximizing conversion with micro persuasion Arjan Haring <p><strong>“It's the little details that are vital. Little things make big things happen.” John Wooden</strong></p> <p><strong>I am a big fan of the <a href="http://econsultancy.com/nl/blog/62388-five-important-ppc-trends" target="_blank">micro-conversion vs. macro-conversion discussion</a> (go team micro!). Coming from a behavioral science angle to take up conversion challenges I would like to start the micro persuasion vs. macro persuasion discussion as well.</strong></p> <p>Marketers often have too ambitious persuasion goals to really be effective. Behavioral scientists are trained to start with <a href="http://econsultancy.com/uk/blog/63042-17-delightful-micro-ux-effects-and-transitions-for-your-website">micro goals</a> when they aim for macro goals.</p> <p>When you want to motivate someone to exercise regularly, a first push up is a great start! The same goes when you want to sell products.</p><p><a href="https://econsultancy.com/blog/63114-maximizing-conversion-with-micro-persuasion/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/62932 2013-06-19T11:15:13+01:00 2013-06-19T11:15:13+01:00 Why marketers should focus on persuadables Arjan Haring <p><strong>Persuasion is a hot topic. But do you also know which of your customers you can persuade? </strong></p> <p>I recently talked to one of the leading figures in Data Science, Eric Siegel, author of <a href="http://www.amazon.com/Predictive-Analytics-Power-Predict-Click/dp/1118356853/ref=sr_1_1?ie=UTF8&amp;qid=1369361785&amp;sr=8-1&amp;keywords=eric+siegel">Predictive Analytics</a>. And he concludes that organizations in essence don’t just want to know what consumers<em> will do</em> – they want to know what <em>they can do about it</em>.</p> <p>I never really thought about it that way, but it makes sense right? </p><p>It turns out that it's not that interesting to know what customers will do. Knowing a customer will click, or doesn't click, will move left or move right, isn't useful data. The key is to know which of your customers you can persuade to behave the way you want them to.</p> <p><strong>By focusing on persuadables marketers can achieve better results. </strong>Next to that, it could just help improve marketing's reputation.</p><p><a href="https://econsultancy.com/blog/62932-why-marketers-should-focus-on-persuadables/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/62293 2013-03-11T10:42:00+00:00 2013-03-11T10:42:00+00:00 The history of personalisation Ian McCaig <p><strong><img style="float: left;" src="http://assets.econsultancy.com/images/resized/0003/0031/lock_co-blog-half.jpg" alt="" width="120"><a href="http://econsultancy.com/uk/blog/11328-the-four-ps-of-personalisation">Personalisation</a> in retail is often seen as the latest development in online marketing but the practice itself is as old as the concept of retail.  </strong></p> <p>From the time of the earliest shopkeepers, good retailers would recognise their customer and tailor their pitch according to what they knew about them. </p><p><a href="https://econsultancy.com/blog/62293-the-history-of-personalisation/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/62202 2013-02-26T11:00:52+00:00 2013-02-26T11:00:52+00:00 Using emotional intelligence to optimise conversion rates Ellie Edwards-Scott <p><strong><img style="float: left;" src="http://assets.econsultancy.com/images/resized/0002/9510/conversion-blog-third.jpg" alt="" width="130">Each search query typed into Google delivers page upon page of worthy results, firing users off to several million more websites on a daily basis for all their needs, from research to idle browsing and shopping. </strong></p> <p>Even in niche markets it is becoming increasingly difficult for online retailers to retain and interest their target users on their website itself in a market where competition is intense. </p> <p>The practice of making your web page a compelling place to be and crucially, give customers what they want in a matter of seconds, is known as conversion optimisation: making the most out of the people who come to your site and turning them into customers.</p> <p>So what are the tried and tested ways of standing out from the crowd? What do you need to pay attention to when building and designing a website? Here are my top five considerations for creating a compelling – and successful website – to bring home the leads.</p><p><a href="https://econsultancy.com/blog/62202-using-emotional-intelligence-to-optimise-conversion-rates/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/11400 2013-01-02T09:59:00+00:00 2013-01-02T09:59:00+00:00 Beyond the hype: big behavioural data Maurits Kaptein <p><strong><img style="float: left;" src="http://www.persuasionapi.com/_wp/wp-content/uploads/2012/12/earth.jpg" alt="" width="150"></strong><strong>Although almost no one can tell you when data is "big" or not, we all want do “something” with big data. </strong></p> <p>But collecting terabytes of data doesn’t guarantee we will also use the available data very useful. Three recent trends begin to change the status quo.</p> <p>Methods for analysing big data have improved, so we are better able to focus on the important data and ultimately make a shift from analytics to actual actions.<strong><br></strong></p><p><a href="https://econsultancy.com/blog/11400-beyond-the-hype-big-behavioural-data/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/11292 2012-12-13T11:21:36+00:00 2012-12-13T11:21:36+00:00 Digital seduction: why customers buy your product Maurits Kaptein <p><strong><img style="float: left;" src="http://www.persuasionapi.com/_wp/wp-content/uploads/2012/08/carrot.jpg" alt="" width="140">Economists at some point decided that consumers make informed product purchases: A good balance between price and quality. </strong></p> <p>For decades, however, this view is falling apart, as consumers’ decisions are not rational. In my opinion this explains the differences in conversion between online and offline stores.<strong><br></strong></p><p><a href="https://econsultancy.com/blog/11292-digital-seduction-why-customers-buy-your-product/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/11193 2012-11-27T09:50:00+00:00 2012-11-27T09:50:00+00:00 They changed the rules of online marketing without even notifying us Maurits Kaptein <p><strong><img style="float: left;" src="http://assets.econsultancy.com/images/resized/0002/6328/table-tennis.441x330-blog-third.jpg" alt="" width="180">A colleague of mine, Arjan (<a href="https://twitter.com/arjanharing">@arjanharing</a>), is a great table tennis player. And when I say great, I mean great: I have witnessed a table tennis tournament in our offices during a BBQ with over a 100 people, and nobody – repeat <em>nobody</em> – was able to return his service. </strong></p> <p>Now, I must admit that his service is definitely his main strength in the game. I mean, he is a good player, but the exceptional service makes him a player who is hard to compete with even for the well trained and the profs.  </p> <p>But recently, “they”, the people who run the table tennis rules, decided to change the rules of the game.<strong> </strong></p> <p>The change might seem minor to you and me (assuming here that you are, like me, not a trained table tennis player): they changed the way in which you are allowed to hold your hand when throwing the ball into the air to serve.</p> <p>When I heard about it—and tried it—I could not really tell the difference. However, to Arjan, a trained expert, the little change of rules made him loose his extraordinary skills. A drop from exceptional to mediocre, by a little change of the rules. </p><p>Now, why would you care about changes in the rules of table tennis? Well, that’s because the emotions that overwhelmed Arjan when notified of the change share lots of similarities with the emotions that are overwhelming internet marketers all around the world: “They” are changing the rules of the game.</p><p><a href="https://econsultancy.com/blog/11193-they-changed-the-rules-of-online-marketing-without-even-notifying-us/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/11125 2012-11-19T11:15:00+00:00 2012-11-19T11:15:00+00:00 Eight online shopping behaviour traits of men Paul Rouke <p><strong><img style="float: left;" src="http://assets.econsultancy.com/images/resized/0002/5951/male-brain-home-page-post-blog-third.gif" alt="" width="200" height="112">Like Johnny Depp was once quoted as saying, I’m fascinated by human behaviour, by what’s underneath the surface, by the words inside people. </strong></p> <p>By spending considerable time with people using different websites in both their natural and controlled research environments, I’m able to cater for this satisfaction.</p> <p>As a follow up to my <a href="http://econsultancy.com/uk/blog/7190-nine-women-x-nine-hours-nine-usability-insights">nine women x nine hours = nine usability insights</a> article, I am sharing some of the most prevalent behavioural traits of men when shopping online.</p> <p>There will always be some differences and many of these have been observed with female consumers, but this list is very much up-to-date and representative of the male population.</p><p><em>If men are part of your target audience, which of the behaviours traits are you triggering or avoiding to persuade them to buy from you?</em></p><p><a href="https://econsultancy.com/blog/11125-eight-online-shopping-behaviour-traits-of-men/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/10241 2012-07-03T10:39:00+01:00 2012-07-03T10:39:00+01:00 Nine valuable techniques to persuade visitors to buy in 2012 Paul Rouke <p><img style="float: left;" src="http://assets.econsultancy.com/images/resized/0002/0512/persuasion-techniques-2012_1_-home-page-post-blog-third.gif" alt="" width="200" height="112"><strong>More and more of our time is spent helping our clients not only make their online experiences more usable but developing a persuasion strategy that will run through their online customer journey.</strong></p> <p>In order for us to be able to develop these persuasive strategies, the majority of our time is spent one-to-one with consumers, understanding what motivates them, observing their online behaviour and understanding how they are influenced to buy online with one retailer over another.</p> <p>With all this in mind, as a follow up to my previous article, <a href="http://econsultancy.com/uk/blog/7190-9-women-x-9-hours-9-usability-insights">Nine women x nine hours = nine usability insights</a>, this article details an up-to-date list of nine of the most influential persuasive techniques, in no particular order, that retailers are using to encourage visitors to buy in 2012.</p><p><a href="https://econsultancy.com/blog/10241-nine-valuable-techniques-to-persuade-visitors-to-buy-in-2012/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/9067 2012-02-21T10:55:00+00:00 2012-02-21T10:55:00+00:00 Lings Cars and the art of persuading visitors to buy Paul Rouke <p><strong><img style="float: left;" src="http://assets.econsultancy.com/images/0001/6062/ling_stripes_116.gif" alt="" width="116" height="116">Now and again you see a website so different to the norm that you can’t help but be intrigued. <a title="Lings Cars" target="_self">Lings Cars</a> reverses perfectly in to that space. </strong></p> <p>The easy option here would be for me give the site a good going over with a usability stick, but I wouldn’t be the first to do that and quite frankly I don’t want to have Ling Valentine breathing now my neck and boxing me into submission....</p> <p>Instead, what I want to hopefully do in this article is identify a wide range of persuasive, psychologically rooted design techniques that this website uses to a) build trust and then b) encourage you to hire.</p> <p>Stay with me on this, I know when you first see the site you may well have a WTF moment and wonder how anyone would/could find their way around the site, but if you don’t know already Ling shifts quite a few cars over the course of the year: <strong>£35m in 2010 </strong>in fact.</p><p><a href="https://econsultancy.com/blog/9067-lings-cars-and-the-art-of-persuading-visitors-to-buy/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/8151 2011-10-18T11:15:00+01:00 2011-10-18T11:15:00+01:00 Booking.com: improving conversion with best practice persuasive design Paul Rouke <p><strong>Persuasive design is something that has been around for many many years, not least in the way high street stores and supermarkets lay out their stores to encourage and entice customers to buy as they arrive and walk around.</strong></p> <p>In the online world, PET (persuasion, emotion, trust) is an approach that was pioneered by Human Factors International, and alongside usability and user experience, designing with persuasion in mind is an extremely powerful approach to positively impact on conversion rates.</p> <p>In my experience, one site which has persuasion rooted in its design, content and layout is Booking.com.  </p> <p><img src="http://assets.econsultancy.com/images/resized/0001/3023/booking.com-blog-full.png" alt="" width="550" height="342"></p> <p>In this article I provide a breakdown of some of the key persuasive elements that booking.com deliver.</p><p><a href="https://econsultancy.com/blog/8151-booking-com-improving-conversion-with-best-practice-persuasive-design/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/7749 2011-07-08T09:48:00+01:00 2011-07-08T09:48:00+01:00 Psychographic targeting in B2B marketing Doug Kessler <p><strong>There are so many ways to segment an audience and target your messages – by job title, industry, seniority, behaviour... But there's an important dimension that's often ignored by B2B marketers: psychographics.</strong></p> <p>How different prospects <em>feel </em>about things can guide your segmentation, offers and creative. The trick is to find ways to get your psychographic targets to identify themselves so you can market to their specific biases.</p><p><a href="https://econsultancy.com/blog/7749-psychographic-targeting-in-b2b-marketing/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/5930 2010-05-18T15:29:00+01:00 2010-05-18T15:29:00+01:00 25 ways of encouraging and rewarding customer engagement Chris Lake <p><strong><a href="http://econsultancy.com/reports/customer-engagement-report">Customer engagement</a> is worth going after in a big way, according to Econsultancy’s research. Engaged customers tend to stick around for longer, buy more often and refer your brand to their friends. What’s not to like?<br></strong> <br> As such a focus on engagement is both smart and necessary. We no longer live in a broadcast world, but in a world where listening, reacting and providing great service are essential if you really care about your customers. </p><p>In my view the key to a winning customer engagement strategy is to make it like a game, where points make prizes. The more the customer plays, the more the customer can win. And customers / users should be made aware of this. But what are the prizes? </p><p><a href="https://econsultancy.com/blog/5930-25-ways-of-encouraging-and-rewarding-customer-engagement/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/5104 2009-12-14T09:49:00+00:00 2009-12-14T09:49:00+00:00 Are etailers keeping customers informed about Xmas delivery? Graham Charlton <p><strong>One major concern for online shoppers at this time of year is whether they will get their orders in time for Christmas, and how late they can leave it before buying presents online. </strong></p> <p>There is also an opportunity for retailers here to drive sales by using persuasive ways to show the information like countdown clocks, or else catch some business from last minute shoppers by offering delivery later than the competition. </p> <p>The final delivery dates vary between retailers; you need to order by the 17th from the Apple Store to guarantee Christmas delivery, but you can place orders with Amazon up to 8:30 am on Christmas Eve. So how are retailers communicating this to customers? </p><p><a href="https://econsultancy.com/blog/5104-are-etailers-keeping-customers-informed-about-delivery/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p>