Top 5 Persuasion Techniques Your Website Is Missing
A primary goal of a website is to get visitors to do what you want, and to help you do that more effectively we are going to give you our top 5 persuasion techniques your website is missing absolutely free!
For most website designs, there is a combination of an engaging design, user friendly interaction and business needs. There should be a balance between the three, and yet this is where the challenge is from a design perspective. You need to weave within the design ways to subtly direct the visitors in their decision-making process to make it more likely they will complete the action you desire.
Here are some of our favorite methods of persuasion you can use within a design to help sway user decisions in the direction you want them do go.
Top 5 Persuasive Design Techniques
- Ordering Technique – For those sites that offer sales, this is a valuable technique. Did you know that when you place a high quality item in a prominent position the items under or around it feel like a better deal? It has to do with the idea of context where a visitor gets “sticker shock” with the higher-priced item which then makes other options seem better. For example, if you are on the Best Buy website and you search for TV’s almost always a higher priced model shows up first before you have the chance to sort the list giving you that initial sticker shock.
- Framing Technique – This is similar to the ordering technique in that you “frame” how each option is presented. For example, if three day shipping is free then you frame it as a discount or special option, leaving overnight and two-day options as the standard. Or on a sidebar where it lists prices for an object you might list the ‘Regular Price’ followed by the ‘Sale Price’ with the sale price in a slightly larger font with a brighter color variation, such as red, to frame it for the user. That way they can see more easily the deal you want to represent.
- Salience Concept – By definition, salience is the state or condition of being prominent. In design we use this to make an object appear more important than its surroundings which then leads the user to believe that it is more important. This technique can be used on any type of site effectively. In our design we can utilize this concept by making certain aspects or images stand out from the others. Overlapping pictures with the dominant item in front, size of objects, or shadowing and shading are all examples of design methods used to show importance. This can be used in sales or for calls to action to ensure that certain aspects stand out clearly to the user.
- Reference Concept – How do I as a user compare to other users? That is the idea behind the reference concept where you use the social standing of the current user in reference to others as an incentive to accomplish an action. In a nutshell this is a “Keeping up with the Jones’s” scenario. If the user wants to meet their own personal goals for social standing or see how they compare with everyone else then they need to complete said action.
- Loss Aversion Technique – This is a fairly common, yet still under used concept that combines psychology with sales. If a user sees a limited amount of time, availability of products or memberships available then not only is each object more valuable but it is more exclusive. This concept is called the scarcity principle and as people don’t want to lose out on something, they will avert that loss by buying or acting quickly. There are numerous sites that use this type of deal from Groupon to E-Bay.
The bottom line is that you can’t make someone do something they don’t want to. When they arrive at your website there is already a reason for them to be visiting. However by including some or all of these 5 persuasion techniques your website is missing you are making certain decisions of where to click next more appealing to help direct them towards your preferred action so everyone ends up happy.