The Subtle Art of Seduction (Webdagene 2010)

The Subtle Art of

Seduction MINOR UI CHANGES THAT MADE A BIG DIFFERENCE! presented by

Stephen P. Anderson @stephenanderson

STEPHEN P. ANDERSON

poetpainter.com

I help businesses with

‘Product Strategy & Design’ needs

STEPHEN P. ANDERSON

poetpainter.com



STEPHEN P. ANDERSON

poetpainter.com

@stephenanderson



The Subtle Art of

Seduction MINOR UI CHANGES THAT MADE A BIG DIFFERENCE! presented by

Stephen P. Anderson @stephenanderson

Seduction

Seduction the process of deliberately enticing a person to engage in some sort of behavior, #equently sexual in nature

Seduction the process of deliberately enticing a person to engage in some sort of behavior, #equently sexual in nature

deliberately enticing a person to engage in some sort of behavior

!

FUN & GAMES

!

FUN & GAMES

Subtlety

"The act of seducing is a subtle and enticing game"

“All the small things…”

GROUP 1

3%

got the shot

GROUP 1 GROUP 2

3%

got the shot

28% got the shot

“Channel factors,” originally identified by Kurt Lewin, have been shown to play a significant role in determining how people behave. Small first steps—minor sunk costs, a priori commitments, etc.— can lead to significant shifts in subsequent behavior.

Small first steps.

; 0 C = 4 < = =>C4B www.getmentalnotes.com www.getmentalnotes.com

Place these items on hold (and pay in person)


or change payment method


Your Contact Information


Name:

Name:

First Name

Last Name

First Name

Contact: Email Phone So we can send you an email confirmation!

Last Name

Contact:

VS

Email Phone So we can send you an email confirmation!

Phone Phone

Phone Phone

So we can confirm your order and let you know when it’ll be ready for pickup!


What time do you think you’ll pick this up?

CHALLENGE: You are an eCommerce site. When should you ask someone to setup their account?

Notice how hotel.com begins with create account offer... (More seductive?)

Notice how hotel.com begins with create account offer... (More seductive?)

GROUP 1

19%

filled up the punch card

GROUP 1 GROUP 2

19%

filled up the punch card

34% filled up the punch card



VS

VS

“Get ready for bed.”

“Get ready for bed.”

VS Get your jammies on. Brush your teeth. Use the bathroom. Get in your bed.

#NTS: Don’t forget to mention computer games!

Coming on too strong. (How not to)

http://www.flickr.com/photos/10306745@N00/4257456655/


Nebraska is filled with internationally recognized attractions that draw large crowds of people every year, without fail. In 1996, some of the most popular places were Fort Robinson State Park (355,000 visitors), Scotts Bluff National Monument (132,166), Arbor Lodge State Historical Park & Museum (100,000), Carhenge (86,598), Stuhr Museum of the Prairie Pioneer (60,002), and Buffalo Bill Ranch State Historical Park (28,446).

VS

In 1996, six of the most-visited places in Nebraska were: • Fort Robinson State Park • Scotts Bluff National Monument • Arbor Lodge State Historical Park & Museum • Carhenge • Stuhr Museum of the Prairie Pioneer • Buffalo Bill Ranch State Historical Park

http://www.useit.com/alertbox/9710a.html

Nebraska is filled with internationally recognized attractions that draw large crowds of people every year, without fail. In 1996, some of the most popular places were Fort Robinson State Park (355,000 visitors), Scotts Bluff National Monument (132,166), Arbor Lodge State Historical Park & Museum (100,000), Carhenge (86,598), Stuhr Museum of the Prairie Pioneer (60,002), and Buffalo Bill Ranch State Historical Park (28,446).

VS

In 1996, six of the most-visited places in Nebraska were: • Fort Robinson State Park • Scotts Bluff National Monument • Arbor Lodge State Historical Park & Museum • Carhenge • Stuhr Museum of the Prairie Pioneer • Buffalo Bill Ranch State Historical Park

124% better usability

http://www.useit.com/alertbox/9710a.html

If every additional form field lowered response rates by 10%, what would you cut?



First Name: Last Name:

Name:

VS

First Name Contact:

Email:

Email Phone

Phone:

Phone Phone

Last Name

VS Payment Information: Other form of payment? CVC Code

Credit Card Number

Expires:

01

2009

Payment Information: Other form of payment? CVC Code Expires:

01

2009

Payment Information: Other form of payment? CVC Code

5111302 Expires:

01

2009

Payment Information: Other form of payment?

5111302111111113 Expires:

01

2009

VS

VS

Attracting attention.


http://www.lukew.com/resources/articles/PSactions.asp



improved signups by

% 31

http://blog.performable.com/the-optimizer%E2%80%99s-guide-to-google-adwords-display-url-strategy/?utm_source=feedburner&utm_medium=twitter&utm_campaign=Feed%3A+Performable+%28Performable%29






Would you like to • pay online • pay over the phone • or place this order on hold

VS Pay online or over the phone? You can also place these items on hold and pay for them when you pick them up.

Offering suggestions.


The Power of Defaults (Benign / Libertarian Paternalism)

“Where should we go for lunch?”

increased completions by

% 29

By the end of the year, Joshua will be able to...

By the end of the year, Joshua will be able to...

persuasive essay Oops! “persuasive” is not a verb!

Make it personal.

The mere presence of others dramatically changes our behavior.




kept 1 million people a year on the site.

1 Million kept 1 million people a year on the site.

less deactivated accounts!

I could go on…

REVEALING SUBTLE MOMENTS

1. 2. 3.

Script the narrative experience

4.

Minimize the number of choices (& actions) a person has to make at any one moment

5. 6.

Look for “micromoments”

Role play the interaction

Break down compound requests into simple next steps (sequencing)

Clicks over characters!

1. 2. 3.


4.


5. 6.





1. 2. 3.


4.


5. 6.





1. 2. 3.


4.


5. 6.






Place these items on hold (and pay in perso





Name:

Name:

First Name

Last Name


First Name

VS

Last Name


Phone Phone

Phone Phone



Contact you:

by phone

Got it! How would you like to be contacted? •by phone (default) •by email

1. 2. 3.


4.


5. 6.





Your Contact Information Name: First Name

Last Name


Phone Phone So we can confirm your order and let you know when it’ll be ready for pickup!

1. 2. 3.


4.


5. 6.





www.getmentalnotes.com

Lots of inspiring examples & advice– stuff you can actually use!

Integrate behavioral economics, neuroscience, game mechanics, and rhetoric into your design process

The Art & Science of

Seductive Interactions Workshop Bring your design to the next level using natural curiosity, playfulness and other delightful elements

For anyone involved with Web sites or applications

Lots of inspiring examples & advice– stuff you can actually use!

Integrate behavioral economics, neuroscience, game mechanics, and rhetoric into your design process

The Art & Science of

Seductive Interactions Workshop Bring your design to the next level using natural curiosity, playfulness and other delightful elements

For anyone involved with Web sites or applications

poetpainter.com/seductive-interactions

! ! s k n a h T Stephen P. Anderson www.getmentalnotes.com www.poetpainter.com www.slideshare.net/stephenpa

poetpainter.com/seductive-interactions