One of the most important areas to invest time into is developing the persuasive layer of your online experience and deliver more reasons for your visitors to do what you want them to do.
In fact, I see persuasion as being one of the next big battlegrounds online.
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.
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 persuasive techniques used on its search results page.
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.
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.