Two decades after its birth, the web has through gone through the awkwardness of adolescence and reached adulthood. These days great websites aren’t just easy and intuitive to use, they also use human psychology to encourage specific behaviour. In this lively talk, Trent will distill learnings from more than 1,000 design research projects and help you to apply insights from social psychology, game theory and neuroscience to make your websites more compelling. You will learn:   * How to use human psychology to encourage user behaviour * How even serious websites can be benefit from being more playful * Inspiring local and overseas examples of seductive interfaces

1. How to design a
seductive
website

5. @andrewfantastic

7. Liking, authority

8. Social proof

9. Social proof

10. Email #3: We
emphasized
scarcity by placing a
time limit on the
offer
“…only 12 days
away.”

11. #5: We
emphasized
scarcity by making
something
unavailable
“You can’t buy it
until World
Usability Day next
week.”

12. #7: We invoked
social proof by
implying that
hundreds of people
will be signing up
“…if you’re one of
the first 200 to
buy.”

13. #9: We emphasized
scarcity by making
something
unavailable
“The Redesign
Bonanza is now
CLOSED.”

14. #10: We re-opened
the offer, for 6
hours.
Guess what
happened? (I’ll tell
you at the end)

15. How to design a
seductive
website

16. Useful
Usable
Desirable

20. Help people to
Choose well

21. Hick’s Law
“The time it takes to make a
decision increases as the number
of alternatives increases”
T = b • l o g 2( n + 1 )

25. 1. Design ‘6-jam’ web pages

31. Which circle is bigger?

32. Choice is relative

33. Men pay more for accessories after
buying a suit than before

35. 2. Consider cross-selling and
up-selling

36. On a voting paper where would you
want your name on the list?

37. The first row is three times more likely to
be clicked on than the second row

41. 3. Make sure the first item is the
thing you want to ‘sell’ the most

42. How much for an add-on?

45. Making it deliberately hard for
people to make choices is evil

48. Design for
Social proof

49. We tend to follow the
patterns of similar people
(particularly in new or
unfamiliar situations)

55. Which rating would you trust more?

56. 4. Use reviews and ratings

58. 5. Use data and statistics

61. 6. Use graphs and charts

65. Be
Likable

66. We like people like us

69. 7. Use testimonials and case
studies
(With photos and relevant details
that help visitors to relate to
them)

73. 8. Show photos of your team

75. 75

78. 9. Show some personality
And have a sense of humour

79. If someone is physically
attractive, people tend to
assume they also have a host
of admirable qualities, such
as intelligence and honesty
- B.J. Fogg

80. Teachers presume that good-looking
children are more intelligent than their
less attractive classmates

81. A visually appealing
website is seen as more
credible

82. 10. Be attractive

85. Design for
Scarcity

88. If something has limited
availability, then we
assume that it is more
valuable

91. 11. Emphasize limited
numbers

95. 12. Emphasize deadlines

99. 13. Use phrases like ‘today
only’ and ‘for a limited time’

101. 14. Encourage competition

104. Design for
Reciprocity

105. What would happen if you sent
Christmas cards to 578 complete
strangers?

106. If I give something to you
or help you in any way,
then you are obliged to
return the favour

109. The most
popular
spot on
the Xero
home
page?
‘Try for
free’

114. 15. Give away free…
…product
…information
…recommendations
…upgrades

115. Visitors are twice as likely to fill out the
form after receiving the freebie

116. 16. Give people the freebie
before asking them for anything
in return

117. Conclusion

118. World Usability Day special
• Scarcity e.g. one day only
• Reciprocity e.g. giving money to the Dian Fossey Gorilla Fund
• Likeness e.g. tone of the emails
• Authority e.g. WUD and UPA logos
• Social proof e.g. customer logos, testimonials
• Loss aversion e.g. re-opening the special

119. 17 sales were made before the doors
were opened

120. Re-opening the offer for 6 hours
resulted in an extra 15% sales

121. 5 months’
revenue in
one month!

122. Next steps

125. Help people to Choose well Design for Scarcity
1. Design ‘6-jam’ web pages 11. Emphasize limited numbers
2. Consider cross-selling and up- 12. Emphasize deadlines
selling 13. Use phrases like ‘today only’ and ‘for
3. Make sure the first item is the thing a limited time’
you want to ‘sell’ the most 14. Encourage competition
Design for Social proof Design for Reciprocity
4. Use reviews and ratings 15. Give away free product,
5. Use data and statistics information, recommendations,
6. Use graphs and charts upgrades
16. Give people the freebie before
asking them for their contact details
Be Likable
7. Use testimonials and case studies,
with photos and relevant details
that help visitors to relate to them
8. Show photos of your team
9. Show some personality, and have a
sense of humour
10. Be attractive

126. trent@optimalusability.com
@trentmankelow
@OptimalNZ
Sign up to our newsletter at
www.optimalusability.com

127. Links / Picture Credits
• Slide 1: Photo is of Psyche Revived by Cupid's Kiss from www.en.wikipedia.org/wiki/File:Psyche_revived_Louvre_MR1777.jpg
• Slide 3: www.optimalworkshop.com
• Slide 4: www.worldusabilityday.org
• Slide 22: Jam photo from www.caterwauls.ca/new_page_15_files/berry%20jams.JPG
• Slide 22: Diagram of jams from Neuro Web Design (2009)
• Slide 23: www.dropbox.com
• Slide 24: www.slideshare.net/adamsmith1/from-zero-to-a-million-users-dropbox-and-xobni-lessons-learned
• Slide 26: www.sovereign.co.nz
• Slide 27: www.aia.co.nz
• Slide 28: www.pinnaclelife.co.nz
• Slide 30: www.travelbug.co.nz/b
• Slide 33: Images from www.3wisemen.co.nz
• Slide 34: www.woolworths.co.nz
• Slide 36: Image from www.elections.org.nz/voting/votingsub/sample-ballot-paper.html
• Slide 38: www.newplymouthnz.com
• Slide 39: www.nelsoncitycouncil.co.nz
• Slide 40: www.aucklandcity.govt.nz
• Slide 46: www.whatsmynumber.org.nz
• Slide 47: www.telme.org.nz
• Slide 51: Image from www.odt.co.nz/118554/apples-iphone-4-sale-after-delay
• Slide 52: www.tripadvisor.com
• Slide 54: www.rabodirect.co.nz/term-deposits/default.aspx
• Slide 55: www.consumer.org.nz/reports/vacuum-cleaners
• Slide 57: www.treatme.co.nz
• Slide 57: www.grabaseat.co.nz
• Slide 57: www.powershop.co.nz
• Slide 57: www.xero.com
• Slide 57: www.powerswitch.org.nz/powerswitch

128. Links / Picture Credits
• Slide 59: www.powershop.co.nz/greater-savings-pricing.html
• Slide 60: www.opower.com
• Slide 62: Image from www.superpunch.blogspot.com/2011/03/facebook-like-button-added-to-elevator.html
• Slide 63: www.careers.govt.nz
• Slide 68: www.powershop.co.nz/smarter-power.html
• Slide 68: www.xero.com/customers
• Slide 68: www.kiwibank.co.nz/personal-banking/investments
• Slide 68: www.inform.co.nz/testimonials
• Slide 70: www.optimalusability.com/our-clients/client-feedback
• Slide 71: www.optimalusability.com/about/our-people
• Slide 72: www.anz.co.nz/personal/investments-advice/financial-planning
• Slide 72: www.asb.co.nz/Personal/Investments/Get-advice/Choose-a-Wealth-Manager#centralnorthisland
• Slide 74: www.localist.co.nz/
• Slide 75: www.twitter.com/#!/AirNZFairy
• Slide 76: www.sorted.org.nz/blog/sorted-turns-8
• Slide 77: www.snapper.co.nz/newsroom/2011/03/24/pimp-your-phone-with-a-snapper-ringtone
• Slide 80: Image from
www.nzia.co.nz/projectImages/672132fd/Images/Art%20Maths%20Classroom%20Block%20_%20Classroom%20_%206%20of%206.jpg
• Slide 81: www.siphawaii.com
• Slide 84: www.sonar6.com
• Slide 89: www.grabaseat.co.nz
• Slide 93: www.grabone.co.nz
• Slide 100: www.grabaseat.co.nz/secure/auctions
• Slide 102: www.onceit.co.nz
• Slide 105: Image from http://feelincrafty.wordpress.com/2011/01/04/oh-christmas-card-oh-christmas-card
• Slide 107: www.linkedin.com/home
• Slide 107: www.trademe.co.nz
• Slide 108: www.xero.com

129. Links / Picture Credits
• Slide 109: www.westpac.co.nz/olcontent/olcontent.nsf/Content/Buying+a+house+checklists
• Slide 111: www.theanswerroom.co.nz
• Slide 112: www.fatso.co.nz
• Slide 112: www.amazon.com
• Slide 113: www.bnz.co.nz
• Slide 115: http://www.slideshare.net/Optimal.Usability/how-to-create-online-experiences-that-people-love
• Slide 123: www.getmentalnotes.com
• Slide 124: www.danlockton.com/dwi/Main_Page