The Subtle Art of Seduction (Webdagene 2010)

SeductionThe Subtle Art of

presented by

Stephen P. Anderson

MINOR UI CHANGES THAT MADE A BIG DIFFERENCE!

@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

SeductionThe Subtle Art of

presented by

Stephen P. Anderson

MINOR UI CHANGES THAT MADE A BIG DIFFERENCE!

@stephenanderson

Seduction

Seductionthe process of deliberately enticing a person

to engage in some sort of behavior, #equently sexual in nature

Seductionthe 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…”

3% got the shotG

RO

UP

1

3% got the shotG

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UP

1

28% got the shotG

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UP

2

“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.

www.getmentalnotes.com


Place these items on hold (and pay in person)

Phone

Phone

Your Contact Information

First Name

Name:

Last Name

Email

Contact:

Phone

So we can send you an email confirmation!

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

or change payment methodPlace these items on hold (and pay in person)

Phone

Phone


First Name

Name:

Last Name

Email

Contact:

Phone



or change payment method

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

VS

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?)

19% filled up the punch cardG

RO

UP

1


RO

UP

1


RO

UP

2





VS

VS

“Get ready for bed.”

“Get ready for bed.”

Get your jammies on.Brush your teeth.Use the bathroom.

Get in your bed.

VS

#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).

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

VS

http://www.useit.com/papers/webwriting/studyfiles/travelnebraska/promotional/carhenge.html


http://www.useit.com/papers/webwriting/studyfiles/travelnebraska/combined/carhenge.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).

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


VS







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

First Name:

Last Name:

Email:

Phone:

Phone

Phone


First Name

Name:

Last Name

Email

Contact:

Phone


VS

01

Credit Card Number CVC Code

Payment Information:

2009Expires:

Other form of payment?

VS

01

CVC Code


2009Expires:


01

5111302 CVC Code


2009Expires:


01

5111302111111113


2009Expires:


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


















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

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

VS

Offering suggestions.





(Benign / Libertarian Paternalism)

The Power of Defaults

“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...

Oops! “persuasive” is not a verb!

persuasive essay

Make it personal.

The mere presence of others dramatically changes our behavior.




kept 1 million people a year on the site.

kept 1 million people a year on the site.

1 Million less deactivated accounts!

I could go on…

REVEALING SUBTLE MOMENTS

Clicks over characters!

Role play the interaction

Script the narrative experience

Look for “micromoments”

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

Break down compound requests into simple next steps (sequencing)

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Phone

Phone


First Name

Name:

Last Name

Email

Contact:

Phone




Got it!

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


Phone

Phone


First Name

Name:

Last Name

Email

Contact:

Phone




by phoneContact you:

VS







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Phone

Phone


First Name

Name:

Last Name

Email

Contact:

Phone









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http://www.getmentalnotes.com

http://www.getmentalnotes.com

Seductive Interactions WorkshopThe Art & Science of

Lots of inspiring examples & advice–stuff you can actually use! Integrate behavioral economics,

neuroscience, game mechanics, and rhetoric into your design process

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

Seductive Interactions WorkshopThe Art & Science of

Lots of inspiring examples & advice–stuff you can actually use! Integrate behavioral economics,

neuroscience, game mechanics, and rhetoric into your design process

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

For anyone involved with Web sites or applications

Thanks!!Stephen P. Anderson


www.slideshare.net/stephenpawww.poetpainter.com

poetpainter.com/seductive-interactions

http://www.poetpainter.com

http://www.poetpainter.com

http://www.slideshare.net/stephenpa




The Subtle Art of Seduction (Webdagene 2010)

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