A few weeks ago I gave a talk on Persuasive Design to the final year undergrad students on the Digital Marketing course at Manchester Metropolitan University. It was filmed for the course archives by the good people of Connect Wisdom, and made available to everyone via the wonders of the You Tube.

Look:

Digital Marketing – Usability: Designing for Persuasion, Emotion and Trust

Watch on YouTube: http://youtu.be/rJecRqoP0yo

Blimey.

http://is.gd/dy6CJ

from @gerrymcgovern

It’s rude to ask your customers too much, too soon. Some great insights.

http://www.lukew.com/ff/entry.asp?1128

#userexperience

http://bit.ly/du7rxU

#abtests #email #measure

(via @abtests)

http://bit.ly/a3Caeo

via @storytellin & @richardsedley

http://is.gd/bAo6u

Great article from @JMSPOOL about how to encourage user exploration/participation

#ux

http://is.gd/9dRKP

from @carsonified

Some great ideas to enhance the #ux

http://bit.ly/5ZR5oD

via @lukewdesign

Nicely done & well worth the time it took

#ux

http://bit.ly/8DCm1y

via @foviance

http://bit.ly/5LIsv6

via @UXBooth

“how design and user experience impact a company’s bottom line”

http://is.gd/5c6ST

Great article from @boagworld – reiterates some of the basics that often get forgotten.

http://bit.ly/60H6fK

#UX

via @ctomlin

http://www.goodusability.co.uk/2009/06/providing-contact-details/

The key points he makes are that

1. It’s cheaper when customers use the website
2. The public are getting wise to poor customer service

he also goes on to discuss the visibility and positioning of contact numbers, email addresses and suchlike.

Me makes a number of very sensible points and large companies would do well to heed his advice.

Original article: http://www.goodusability.co.uk/2009/06/providing-contact-details/

Five Simple Steps' PayPal message

The text works well to remove any preconceived barriers the user might have about not having a PayPal account:

Transactions are handled through paypal but you don’t need a paypal account to buy this book. Any credit or debit card will do! (If at any stage in the ordering process you encounter a problem please contact us)

The credit and debit card logos underneath the text reinforce the message by echoing more traditional eCommerce payment methods.

Source page: http://www.fivesimplesteps.co.uk/books/details/1

Original article: http://www.uxmatters.com/mt/archives/2008/12/ten-recipes-for-persuasive-content.php

In many of my columns, I have touted the importance of persuasive, or influential, content and shared relevant theories and arguments, sprinkling in some practical tips and examples along the way.

The article elaborates a number of points, outlined below, with sensible examples were appropriate.

1. Talk like a person
2. Establish credibility
3. Use the right tone for the brand or situation
4. Be courteous in your timing and placement of content
5. Remind customers of differentiators and benefits
6. Appeal to both the left and the right brain—the rational and the emotional
7. Tell stories
8. Consider using metaphors
9. Avoid cheap tricks
10. Don’t forget to use images, video, speech, and audio

Selected screen-shots

Figure 8—A subtle reminder on an interstitial search page

Figure 9—A landing page with a mix of rational and emotional appeals

Original article: http://www.uxmatters.com/mt/archives/2008/12/ten-recipes-for-persuasive-content.php

Further reading

3 More Recipes for Persuasive Content:
http://www.leenjones.com/blog/2009/01/more-persuasive-content/