Persuasion Design
Information and resources for web designers on Persuasion Design
Persuasion Design complements more traditional design categories like Information Design, Information Architecture, Information Design, Instruction Design, Interaction Design, User Experience Design, and Usability
Persuasion Design is for those who want to improve their marketing and sales messages by analyzing their verbal content, using established psychological research methodologies. Controlling just the message, apart from graphic design, can lead to significantly higher sales conversion rates
Books
Call to Action: Secret Formulas to Improve Online Results, by Bryan
Eisenberg, Jeffery Eisenberg. Wizard Academy Press (May 9, 2005
"The fundamental idea is that a Persuasive Architecture links a
visitor's buying experience to our company's sales process. It bridges
the buy/sell process in a measurable way. If you can influence visitor
behaviour and empathize with visitor motivations, you can influence
results to provide a better experience and more frequent, effective
conversions. The book is filled with illustrative screen dumps of
websites (before and after a change). This is a great benefit of such
a how-to field book on e-commerce improvements. In my opinion, most
e-commerce sites can recover the book's cost price in a few days just
by following one or two of the practical suggestions in the many
diverse case studies."
Persuasive Technology: Using Computers to Change What We Think and Do
(The Morgan Kaufmann Series in Interactive Technologies), by B.J. Fogg
It is rare for books to define a new discipline or fundamentally change how we think about technology and our jobs. This book does all of this. You MUST read this book, whether to grow your business or to teach your children how to overcome manipulation. --Jakob Nielsen, Principal, Nielsen Norman Group
Today's technology is used to change attitudes and behavior. This powerful, yet easy-to-read book addresses the issues critically, with insight, and in depth. B.J. Fogg has created an important new discipline, one that is of vital importance to everyone. --Donald A. Norman, Northwestern University, Co-founder, The Nielsen Norman Group
Any medium has the potential to do great good or harm. Learn how to use design to intervene and make our interaction with technology more humane. A must read for those who are serious about designing the future. --Clement Mok, Designer and CEO of CMCD
Usability is not enough. This book shows what it takes to design a site so browsers become buyers: the ultimate measurement of success for an e-commerce site. Submit Now examines how customers search, evaluate, and make decisions realistically-not using marketing guesstimates.This book focuses on changing the mindset from selling to customers to helping them buy. It begins by exploring how customers make decisions and how that integrates with the online experience. It presents tangible design ideas that can be instantly applied to sites to make them more effective. Real examples are used to provide insight and inspiration that can be directly applied to a multitude of sites. The book provides a simplified description of the essential process necessary for designing a site that gets visitors to click. It concludes with guidelines for designing any transaction-oriented site.
Websites
Captology at Stanford Persuasive Technology Lab
The Stanford Persuasive Technology Lab creates insight into how computing products - from websites to mobile phone software - can be designed to change what people believe and what they do.
B.J. Fogg's Website
B.J. Fogg's Captology Blog
The Stanford Web Credibility Project
Our group's research falls within four broad areas: evaluation strategies, design, individual factors, and contextual factors. Additionally, we attempt to (1) develop new experimental methodologies useful for investigating Web credibility, (2) synthesize existing research in the Web credibility literature, and (3) advance theory in this field.
Brian and Jeffrey Esienberg's Future Now, Inc.
helping businesses generate more engagements, leads, subscriptions, and sales with its unique framework, Persuasion Architecture®, since 1998.
Sean D'Souza's PsychoTactics.com
Do you really understand how the marketing brain works? Are you harnessing its immense potential to make your business generate greater revenues? Wouldn't your strategy and tactics be vastly different, if you understood these psychological marketing ideas?
Ron Richards' ResultsLab
Persuasion Design has three insights - 1. A product's greatness (for an appropriate market) can always be found. 2. A persuasion design can be created that's both the most powerful and at the same time guileless (devoid of hype, evasion, and manipulation). 3. The whole system can be researched with rigor to confirm that full trust and accurate positioning have been created in the minds of prospects. We want to prove sales gain over past best-ever results.
Articles
The Art of Persuasion: American Graphic Design Comes of Age.
Close the sale with persuasive design, by Jim Kukral. Builder.com.
The Color of Money (and Your Site), by Bryan Eisenberg. June 14, 2002
The way you use color in persuasion design is very different from
using color for a personal home page or pushing the outer edge of
design avant-garde...
Design for Persuasion: Five proven techniques for powerful and
effective marketing design, by Sandra J. Blum. June/July 2005
Do You Want to Inform or Persuade?, by Bryan Eisenberg. Conversion Chronicles.
The Five Issues that Persuade Visitors, by Bryan Eisenberg.
Datamation. September 10, 2004.
The Golden Rule of Online Persuasion, by Bryan Eisenberg, August 29, 2003
Guiding Users with Persuasive Design: An Interview with Andrew Chak,
By Christine Perfetti. User Interface Engineering. Mar 01, 2003
How We're Different From Other Marketing Consultants & Agencies, by Ron Richards, President, ResultsLab
To quickly maximize gains for our clients, we have made a purposeful decision to take a "laboratory approach." This means we control each cycle in our persuasion-engineering process: research, strategy and key language, creative copy and graphic theme, test design, measurement, and interpretation. And then we cycle through them all again. We drill down to fine-grain details of what happens psychologically at every moment -- at every step of eye control -- as someone looks at your ad, emailing, or site page.
Information/Persuasion, by Katherine McCoy.
The best thinkers in graphic design have long held that information
and persuasion were oppositional modes of design, representing the
competing cultures of graphic design and advertising. But I have been
considering the possibility that this long-cherished notion is no
longer pertinent,..
Interview with Bryan and Jeffrey Eisenberg of Future Now,
E-consultancy.
Persuasion Architecture: A Strategy to MAPTM the Selling Process to
the Buying Process, Future Now.
Persuasion Design, Information Design and Instruction Design, by
Rune Petterson. International Communication Association, Acapulco,
Mexico, June 1-5, 2000
This paper compares persuasive design, information design, and
instruction design. The main differences between these design areas
concern the objectives with the messsages. An information set may be a
book, a paper, a poster, a symbol on a signpost, a webpage, and many
other information products. In each case the designer may have clear
intentions and objectives with the information content. However, it is
always up to the interpreter to conceive or misconceive the available
information, to use or not use it, to use or misuse it.
Persuasive Navigation, by Jeff Lash. Digital Web Magazine. December 17, 2002
Persuasive navigation is navigation that persuades a user to do
something. That something can be anything that you want the user to do
- buy a product, sign up for a newsletter, or download a game. By
understanding user needs and matching them up with business goals, you
can persuade users to go where you want them to go, making them happy
at the same time.
Persuasive navigation is one aspect of a site built on persuasive
architecture. A site built to be persuasive needs persuasive
navigation but also needs persuasive copywriting, labeling, visual
design, and structure. Rearchitecting a site to be persuasive is a
large task and, in many cases, may not be possible. Persuasive
navigation can be added in quickly and easily, however, and still have
a big impact on the effectiveness of the site.
Case Studies
Designing to Sell Online: Persuasive Power in Action, by Wendy Winn,
Kati Beck.
Electronic commerce promises to radically transform business. To
remain competitive, businesses must address many issues before success
can be realized. Key to the success of ecommerce will be the
effectiveness of the web design interface interacting with consumers.
Our user-centered case study, which received an STC Research Grant
last July, evaluates consumer attitudes to the on-line shopping
experience by observing this interaction. We measure the rhetorical
power of design elements on an e-commerce site by using classical
rhetoric as the theoretical framework for analyzing our results.
Save Harry Case Study: Creating a successful campaign, by TechRocks
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