Posts tagged with Persuasion

Booking.com persuasive design elements

Booking.com: improving conversion with best practice persuasive design

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.

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.

In my experience, one site which has persuasion rooted in its design, content and layout is Booking.com.  

In this article I provide a breakdown of some of the key persuasive elements that booking.com deliver.

33 comments

Psychographic targeting in B2B marketing

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.

How different prospects feel 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.

10 comments

25 ways of encouraging and rewarding customer engagement

Customer engagement 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?

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.

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?

6 comments

Are etailers keeping customers informed about Xmas delivery?

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.

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.

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?

1 comment