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Applying psychology to the web
Never try and trick usersIt leads to anger and buyers remorse
Nudge usersTowards doing what they want to do now and with you.
Get to know your users
I am Donald Trump.I want to be president.So I can build a big wall.
Six tools of persuasionReciprocation, commitment, social proof, authority, scarcity, framing
Building trust online
Building trust with social proofReviews, testimonials, ratings, celebrity, social media, video.
Tell storiesAbout customers, the experience, your people, your company.
Be humanShow your people, admit mistakes, speak like a human.
Be availablePhone, email, live chat, social media.
Be directDon’t avoid the questions you don’t want to answer.
Remove risk
Writing persuasive copy
Front loadGet to the point! Don’t bury the lead.
Writing better copyConversational, straightforward, jargon free, focus on benefits
Use the first & second person
As well as ensuring students make the most of their potential through their academic studies, the University of Essex also provides an environment which caters for all of the needs of its students through providing a range of accommodation, catering facilities, an active Students’ Union, sport and the arts.
Use the first & second personStudent life is about more than just studying. We support you with everything you’ll be looking for: from accommodation and catering through to an active Students’ Union, great sports facilities and an engaging arts programme.
Four step formula— What I’ve got for you
— What it’s going to do for you
— Who am I?
— What you need to do next
Designing better calls to action
Lay the groundwork
Offer an incentive
A small number of distinct actions
Use active urgent language
Get the position right
Understanding how we scan
Use negative space
Use contrasting colours
Make it big!
Have it everywhere
Remove distractionsRemove, hide, shrink
Final thoughts— Tricking people is a false economy.
— Persuade them to take action now.
— Persuade them to take action with you.
— Persuasive design is about visual design, copywriting
and calls to action.
— Focus on building trust.
— Get to know your users.
